In recent years, online games have been subject to several technological advancements for players who are after more than just random winnings on their favorite online games. This is where the concept of gamification appears in this industry.
Gamification is all about including elements in games, such as rewards and challenges, to bring more engagement. This engagement makes people play the game more and works as a marketing strategy as well. When you market an iGame that has a more gamified way of operating, more people are attracted to playing it.
In this article, I am going to discuss the concept of gamification in iGaming marketing and how it impacts player loyalty.
The Concept of Gamification Explained
It won’t be a stretch to say that the online gambling world is a battlefield for attention among iGaming operators. The industry progresses all the time, and now, it seems like gamification is the core element on how to turn users into loyal fans.
Gamification adds game-like elements to non-gambling scenarios. Through it, players have something to look forward to whenever they log in to their favorite online games.
If it is done right, gamification can offer a sense of community among members and give them incentives to stay loyal – which go way beyond introducing bonuses and games. Long gone are the days when operators could simply count on customers’ loyalty through their welcome bonuses – as soon as the offer expires, gamification is the key to audience retention.
The Psychology Behind Gamification
Gamification in marketing is not merely about providing players the chance to earn more loyalty coins. It is closely connected to the positive impact rewards and progress have to the human brain. Gamification can tap into the core motivation of players to gamble – whether it is just to ‘pass the time’, or to seek a challenging atmosphere where big stakes are up for grabs.
If done correctly, gamification can turn a simple slot to an activity that feels rewarding and personalised – to an extent.
All this would inherently lead to longer gaming sessions and increased player loyalty. Games that offer gamification elements to players make them feel welcome, entertained, and eager for more.
Randomized rewards at different intervals can keep players glued to the game. It is a no-brainer to say that there are very few sensations that can addict a human brain more than the feeling of anticipation.
Top Gamification Elements
Game-inspired elements in online games can come in various forms. Depending on the strategy, here is how well-renowned gambling sites try to turn an average gambling session into a repetitive adventure that will leave players hungry for more.
Levels and Progression
The most common type of loyalty reward among gambling platforms is closely tied to the loyalty levels. Players get points as they complete tasks and, subsequently, level up. Each new level can unlock different perks like exclusive features, a VIP manager, as well as special promotions that can sometimes come in the form of no-deposit bonuses.
The amount of such can vary, but a typical example is around €20 to play qualified games. Such rewards are pretty rare and are supplied by the top platforms in the industry. To save you time, you can visit the Slotozilla page for a complete list of these bonuses.
The implementation of gamification elements like these adds fun and creates an atmosphere where players feel valued and motivated.
Achievements and Badges
Savvy players also have nothing against a little showing off, so badges and achievements can come in quite handy. In that regard, useful gamification elements in online gambling sites are badges or different achievements for players who complete a set of challenges, such as mastering different games or winning a certain amount of money in a betting session.
Leaderboards
Leaderboards and competitions are great sources of engagement and loyalty among players. Such competitions will rank players by the generated winnings or points, depending on the type of tournament they participate in.
That way, players will feel incentivised to continue playing and earn better rewards. Pragmatic’s Drops & Wins Tournament is a prime example of such a competition.
Missions and Challenges
Moving on, missions and challenges create a sense of urgency among players due to their time-sensitive nature and potential rewards. As a reward for completing these missions, you can expect the game to award loyalty points, free spins, or even cash prizes.
Examples of such missions include making a deposit, verifying your phone number, downloading an app, or requesting your first withdrawal.
Narrative Storytelling
Finally, a key tool online games have adopted to enhance players’ loyalty is narrative storytelling. The logic here is quite simple – you don’t merely need to press buttons and spin the reels of games; instead, the game’s or the game’s storyline can progress as you unlock new levels, thus awakening a feeling of curiosity among players.
Advantages and Disadvantages of Gamification in iGaming:
Even though gamification has been adopted in various online gambling platforms, this concept is far from being the perfect solution to the issues iGames faces. As one would expect, certain disadvantages come with such an approach, but the advantages heavily outnumber them.
Advantages:
- Increased engagement: Players are likely to stay engaged with gamification systems.
- Motivation: By offering clear goals and rewards, players will feel motivated to complete missions and challenges.
- Insights: Online games can get valuable data on player behaviour and activities. That way, they can improve their operational practices and offer a more personalised and enjoyable experience.
Disadvantages:
- Unwanted bonus seekers: If games are not careful, excessive rewards can reduce the number of loyal players and attract an unwanted group of bonus seekers.
- Exclusivity: Gamification elements might not appeal to all users. Players who are just getting started in the industry may feel a bit overwhelmed when starting their gambling adventure at sites.
Big Data For An Improved User Service
Online games proactively collect data to see key information on player behaviour that can include time spent playing, the length of each session, game preferences, types of bets, or whether there are any dangerous gambling patterns that the game developers must know of.
So, speaking of gamification, we cannot neglect the importance of big data, as it can guarantee a more personalized experience for players, which will inherently lead to a bond with the online gambling site. Using big data for player retention is a proven, lucrative method for online games when it comes to player engagement.
The Future of Gamification in iGaming:
The path online iGame brands will follow in the near future is clear. Gamification is more than just the concept of ‘one additional spin. It is a sensation that keeps players coming back to the platform eager for more.
If players feel happy, they will return for longer sessions and higher loyalty. With the online gambling world getting more competitive with each passing day, the sooner operators implement gamification marketing strategies, the better chance they have to become prominent platforms.
Conclusion:
Gamification is an important strategy when it comes to marketing an online game. People love interactive elements and features that can keep them hooked on the game. When developers provide such features, there a high chance that more people will be attracted to playing the game.
Also, it helps with improving player loyalty. People who get different rewards tend to stick to the game and keep on playing it for a long time. Keep in mind that there are a few downsides to this strategy as well. Overall, it’s a pretty decent strategy if you can deal with these downsides.
