Self-Determination Theory in iGaming: How Autonomy, Achievement, and Connection Drive Player Retention

Psychological concepts play a key role in iGaming by helping us better understand a player’s likes, dislikes, and behavioral patterns. By understanding what engages and disengages people’s interest, you can more intelligently design game elements like challenges, achievements, and personalized goals to raise loyalty and retention. Also, through multiplayer modes and social features, you can bring a sense of community to your platform, which equates  to even more business growth. In unison, these and other strategies can bring about an environment that can make players feel more at home, which is precisely what you should strive for.

And that’s where Self-Determination Theory (SDT) comes into play. Founded by world-renowned psychologists Richard Ryan, and Edward Deci, SDT consists of three building components: autonomy, achievement, and connection. Once you understand those, you’ll be able to break the boundaries and go beyond mediocre levels of player satisfaction. 

So, let’s jump right in.

The Basics of Autonomy in iGaming

Autonomy is basically the degree of control your players have over their gaming experiences, which allows them to make choices that influence how they play. 

Games can drive autonomy in different ways. For example, through customizable avatars, open-world exploration, flexible gameplay choices, like selecting different modes of play or setting personal goals, you can bring about a heightened feeling of control.

The more your players feel in control of their gaming experiences, the more likely they are to enjoy their time and, in return, reward you with further loyalty and retention.

The Basics of Achievement in iGaming

Life is one big struggle for achievement, and iGaming is no different. When players believe they can succeed and accomplish their goals, they are much more likely to spend their time on your platform and keep exploring your game further and further. 

In the iGaming field, achievement can be brought about through some of the following mechanisms:

• Skill Challenges: Allows players to test their abilities and get better at the game.
• Progress Tracking: Helps players see their advancement over time, which naturally nudges them to keep striving for further success. 
• Reward systems: Includes bonuses, in-game currency rewards, badges, stamps, and more, which Smartico.ai’s first unified and leading Gamification/CRM Automation system can help you make the most of. 

Make people feel competent and empowered through achievement-oriented experiences, and you will soon build a vast and loyal player base. 

The Basics of Connection in iGaming

Social connection and a sense of community are a must for any modern iGaming business wishing to succeed, as it brings about positive aspects such as camaraderie and collaboration among players. 

This can be especially potent during moments of celebration, like a group of bettors snatching the big dough after their favorite sports team wins a tournament. Continual communication can also drive social connection, with players strategizing their gameplay together or talking about betting nuances in chat rooms and forums. 

In addition, people can be brought together via charitable initiatives organized by iGaming and betting providers to raise funds and awareness for life-saving causes. This can immensely strengthen social bonds and give players a sense of purpose and belonging beyond the game.

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Integrating SDT in iGaming Design

Expanding on the paragraphs above, the following are practical strategies for developers to make the most of SDT in iGaming design.

Integration Strategies

1. Autonomy
   
   • Customizable Gameplay: Give people the option to personalize elements within the game with customizable avatars, gameplay modes, and adjustable difficulty levels. 
   • Open-World Exploration: Design games that give your players the freedom to explore environments at their own pace. For example, sandbox-style games allow people to create their own paths, which gives them a deeper sense of control and choice.
2. Achievement
   
   • Skill-Based Challenges: Create different challenges that get more difficult with every skill level. This could mean tiered tasks that escalate in difficulty, which make people feel constantly challenged and accomplished as they climb the skill ladder. 
   • Progress Tracking: Craft systems that track player progress, such as experience points, levels, or badges.This provides people with clear goals to work towards and gives them a sense of heightened competence.
3. Connection
   
   • Multiplayer Features: Add cooperative or competitive multiplayer modes that make players feel more socially connected. Features like teamwork challenges or leaderboards give players a deep sense of connection as they share gaming experiences.
   • Community Building: Create online platforms or forums where players can talk about how to improve in the game and share cool tips and tricks they discover along the way, while also forming friendships. Regular community events, like tournaments or challenges, can boost these connections even more.

The Balancing Game

If you want to make the most of SDT, you need to balance all three of its components for maximal player retention. Putting too much effort into one element at the expense of another will inevitably lead to player disengagement. For example, while autonomy helps in terms of players enjoying gameplay freedom, if it isn’t paired with achievable goals, people will lose motivation.

In similar fashion, for the gaming experience to be enhanced via social interaction, people need to have autonomy to decide in what ways to engage with other players. 

The right balance between the elements of SDT will make your players more empowered to control their experiences, recognize their achievements, and connect with like-minded souls, giving birth to a wholesome gaming environment.

To learn more about Self-Determination Theory and the part it plays in human motivation, engagement, and behavior, check out professor Deci’s introductory mini class below.

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