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Gamification in iGaming: What It Is And What It Does To Retain Online Casino Players

Updated on June 6, 2022
gamification in iGaming - Smartico.ai

What is Gamification?

Gamification is the process of applying game elements to non-gaming situations to engage and motivate users better. The uses of Gamification are practically universal and can be applied in any situation or business. It can increase productivity in the workplace, encourage physical activity, boost customer retention and loyalty (especially in the case of iGaming), and much more. 

Gamification aims to inspire people to engage with content and find pleasure and meaning in what otherwise might be seen as the most mundane tasks. 

Some companies tend to be untrustworthy towards gamification due to a lack of clarity about what it can do for them, how to implement it, what it benefits them and their customers, and what they can actually gain from it. However, when it comes to Gamification-related benefits, the sky’s the limit. 

The Gamified Revolution Of The iGaming Industry

The ever-evolving landscape of iGaming has seen a massive expansion in the last few years, and not even the lockdowns were able to shake its foothold. With alluring perks such as monetary benefits, leveled rewards, leaderboards, and exciting individual and team vs team competitions, Gamification tools and techniques drive extreme engagement and are creating a revolution within the iGaming industry all across the globe.

Online casinos have become one of the go-to ways for players today. Their convenience is unchallenged and they offer a massive variety of games, which makes them irresistible to many.

And with its highly advanced and ever-evolving techniques, Gamification is likely the most powerful tool that an online casino can implement to boost engagement and keep players coming back. This is also known as customer retention.

Why The Casino Players Of Today Are Harder To Please

We have officially entered the third decade of online casino gaming, and while the first online casinos weren’t too advanced, they did offer a few virtual games and some video slots, and this was seen as fresh and exciting back then. At the time, using your own home computer to play casino games was a groundbreaking concept, and even though the technology wasn’t quite there yet, people were grateful for what they had. But as the power of tech grew, so did the needs of players. Users became used to faster gameplay, state-of-the-art graphics, intuitive platforms, the ability to play on multiple devices, and more. Needless to say, this increased the competition between online gaming platforms as they fought for people’s attention, and they all started introducing different options such as live streams. 

There is a never-ending thirst for innovation, and businesses are always on the lookout for next-gen technology which could help them stay on top of the customer-retention game. The players of today are also much more informed and savvy than their predecessors and will not settle for mediocrity when they can have access to the creme de la creme. Innovation is the driving force behind every successful online casino, and business owners should always try to offer freshness, variety, and unique gaming experiences to their customers.

Customer Retention Tools Used By Online Casinos 

Leaderboards

If you’ve ever played classic arcade games such as Space Invaders, you might remember people giving it their all to reach the top of the scoreboards, now mostly known as leaderboards. Today, online casinos incorporate leaderboards to bring out people’s competitive nature so they can have a more immersive and focused experience. Also, leaderboards are a perfect fit for online casinos since they already have competitions and tournaments with rankings. 

Leaderboards are pretty simply structured, which makes them perfect for players with different levels of expertise to enjoy. Online casinos may also have a number of select slot games that need to be played in a particular order to climb the leaderboard. The better you perform, the higher you climb to win big and exciting prizes. And in order to draw in even more players, some casinos allow players to share their scores on their social media pages. And this brings us to…

Social Media iGaming

The rise of Gamification in iGaming also owes a major part of its success to social gaming. Not long ago, games started popping up on social media platforms like Facebook, and most of them were basically online casino games, with the key difference being that players couldn’t spend actual money to purchase in-game currency. 

These precursors of iGaming served as an experiment to see how much engagement they could extract from users; how many players would be playing; how many would be willing to spend cash on in-game purchases such as special items, and how different video game elements would influence the user base. And as soon as the test gave out sufficient enough information, online casinos entered a new era by fully embracing Gamification.  

Narrative Storytelling

Another key tool online casinos have adopted to immerse online players is narrative storytelling. Back in the day, casino games would only consist of buttons being pressed, levers pulled, and combinations made, which resulted in cash being won. 

Successful online casinos, however, now include appealing storylines with missions and quests to go through in order to clear levels. Narrative storytelling gives people a worthy reason to keep on playing, aside from wanting a cash reward. 

Mission-Based Accomplishments

Mission-based accomplishments are key when it comes to an immersive online casino experience. When applied to iGaming, these elements feel similar to role-playing video games (RPGs), first person shooters  (FPS), adventures, and other massively popular types of games. Missions can take on many shapes in which players can complete in-game tasks or play as a cool protagonist like a sword-wielding knight to complete an adventurous quest and save a princess from the clutches of evil. 

Gamification And Loyalty

Casinos have been offering loyalty points since the creation of the industry. These points are used to reward regular and loyal customers. The key point system is based on the frequency of bets placed. For example, a player is awarded 2 points for every 5 dollars they spend on slots or tables. Some online casinos have applied these ideas to an astounding extent. Instead of regular loyalty points, for example, they use virtual in-game currency, which players collect as they go along on their journey. They can then use this currency to spend it in the virtual store for additional bonuses, free spins, and so on. 

What Effect Does All Of This Have On The Player?

As mentioned above, the main goal of Gamification is to elevate the experience of the user, and to immerse them in the game, which adds priceless value to the whole process. Online slot games serve as a good example of this. Even though slot games are seen as the least immersive games of all, modern slot games have been a total game changer. For example, by combining symbols in certain ways, the player can unlock a secret mission, just like in a regular video game. 

Thanks to Gamification, immersiveness in online casino games has never been more present, and this is just the beginning of a long and fruitful journey.  

Why Gamification Casinos Are The Right Choice For The Players Of Tomorrow

With the tech-related evolution of industries worldwide, our way of life is changing faster than ever before. Just the impact mobile devices have had on us is mind-boggling, to say the least. And who doesn’t have an Android or iPhone phone these days? For better or worse, we’ve become highly dependent on our portable devices for various reasons, and they’re definitely here to stay and advance even further. 

More and more people have also started playing games while commuting to work and purchasing games through an app couldn’t be easier to do. And as at-home video gamers are starting to enjoy mobile games, so are casino players with Gamified online casino experiences. Many traditional casino players, however, may be asking themselves if the new thing is worth the try… And the answer is 100% yes. Give it a try and you might find yourself in for quite a cool ride. 

One of the reasons you might want to consider a switch is that, as is the case with many other businesses and activities, casinos have also jumped on the online gaming train, and as we evolve as a species, soon most things will have some kind of strong presence online. Also, consider the possibilities Virtual Reality will offer us as technology advances into the future – the possibilities are endless.

And if you love being part of something edgy while enjoying the latest innovations and experiences in the casino industry, then Gamified casinos are definitely a great choice. The thought of having access to additional gameplay features such as quests, special tasks, and more, has an alluring effect on many casino players. So if this sounds like your kind of thing, don’t hesitate to give it a try – you won’t be disappointed. 

Why Online Casinos Should Embrace Gamification 

For operators, Gamification is an exceptional retention and revenue tool. However, it isn’t that easy to put in place. First, you need to understand that customer experience takes top priority. The mechanics, which include the gameplay, the journey, and the rewards – among other things – should be personalized and implemented upon player segmentation. Players should be able to see what’s in it for them immediately, and be given a clear explanation of what they need to do to get the rewards they’re after. 

Being aware of the importance of Gamification in your online casino business is a great start. But what about the implementation and maintenance of your Gamified online casino or iGaming business?

How Smartico Can Take Your iGaming Business To The Top

In order for the integration and maintenance to be successful and fit right in with your goals, you will need more than just an ordinary Gamification provider. This is where Smartico can prove immensely valuable to you. 

Smartico’s intelligent Gamification suite offers a 3-point system to provide real-time gaming experiences that are dynamically segmented to match with the profiles of your customers. 

The 3-point system goes as follows:

  1. Set emotional and intellectual goals that appeal to your players.
  1. Offer Rewards that engage and motivate your players to keep playing.
  1. Place Gamification at the center of the player experience, creating recurring themes and reinforcing player routines.

“Our strategy is to engage with personalized content and relevant information at the right time (and not to over engage) – this is a real boost in customer experience.” 

– Sergey Kobitskiy, Smartico CEO

Smartico’s Key Features

In order to increase engagement with users and earn their loyalty as long-time customers, Smartico’s iGaming CRM provides a large set of powerful features, which include: 

  • Various intuitive challenges and gaming techniques
  • High value incentives that encourage long-term loyalty and retention, elevate player value, strengthen engagement, and boost user acquisition
  • Multi-Currency/Language/Deep Brand Support
  • Missions – Engage players with fun real-time solo or multiplayer tasks 
  • Points – Encourage players to keep coming back through point-based incentives and unlockables
  • Badges – Stand out from the rest with sleek badges and earn free spins/bonuses for each earned badge
  • Levels – Players gain experience and special perks when leveling-up
  • Incentives – Motivate players to come back for more with unique rewards and bonuses 
  • Marketplace – Players can actualize their points by cashing them in for free spins or other rewards like online shopping vouchers 
  • Mini Games – Players can reset their senses through short, reward-earning games like our Loyalty Wheel and Scratch & Catch 
  • Tournaments – Set your own qualification rules and offer your customers a powerful endorphin rush with Smartico’s special tournament system 
  • Leaderboards  – Set daily, weekly, and monthly prizes and watch your user engagement skyrocket
  • Bonus Engine Integration – Cash bonuses, free spins, match bonuses and more

Summary

The great thing about Gamification is that you can always find something that works for your business needs and apply it. It is an extremely powerful tool when used the right way, whether it be in sports betting or casinos, and even better when used in conjunction with bonus systems. 

The benefits are virtually limitless, and with a strong partner such as Smartico by your side, you can seamlessly create strategies that produce never-before-seen results. 

If you want to know more about how Gamification in iGaming can boost the revenue of your business, please don’t hesitate to get in touch and book a free demo of Smartico’s all-in-one Gamification solution.

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