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Online casinos have existed since the early days of the Internet, and as we should expect, their services have evolved over time. What were once rather rudimentary platforms now offer a host of user-friendly options intended to entice players from all walks of life. Now, we are not only referring to viral hits such as the chicken road game casino in this respect. Brands have learned to embrace live dealer interactions. They work with top-quality software developers. It is also not uncommon to come across a platform that has entered into a lucrative sponsorship deal with real-world celebrities.
While these advancements are truly impressive, yet another trend has begun to emerge over the past few years. This involves a concept known as “gamification”. What does gamification involve? How will this strategy positively impact the end-user experience? Are there any examples that immediately come to mind? You might be surprised to learn about how this movement is set to transform the entire iGaming industry.
Gamification at a Glance
The main purpose of gamification is to encourage players to keep coming back for more. If a casino is able to create a sufficient amount of “hype”, this will naturally increase engagement levels. Although the games themselves tend to initially attract members, how can a brand ensure loyalty over time? One way is to provide various methods to maximise potential profits. However, there are no guarantees here. This is why developers have begun to think beyond the digital horizon, and to employ a touch of psychology.
One of the best ways to entice users is to provide a rewards system that can be based around specific behaviours. This is the essence of gamification, and while the principle may seem straightforward at first glance, we need to remember that a variety of approaches can be used. Let’s now examine some common strategies, and the benefits of each.
Loyalty Programmes
This is perhaps the most well-known technique, and it is not entirely dissimilar from brick-and-mortar establishments. The only difference involves the ways in which players are “comped” for their participation. While a traditional casino might provide perks such as a complimentary on-site hotel suite, the digital domain is forced to take a more novel approach. Here are some advantages that a VIP program might offer:
- Priority transfers
- Higher withdrawal limits
- Personal account support
- Increased sportsbook rakebacks
- Higher cashback percentages
- Access to exclusive tournaments, or newly released games that might not be publicly available
Players who feel that their needs are being catered to will be more likely to continue interacting with the platform in question. It’s really that simple.
Recognition for a Job Well Done
Another way that casinos recognise the efforts of their members involves offering some type of level-up system. For example, a user might be able to earn badges as he or she progresses over time. These badges can act as a type of status symbol; especially if the casino supports real-time social chat.
Or, the provider might instead display a leaderboard that highlights the top winners associated with a specific game. These winners could then enjoy additional rewards once a time frame has elapsed (such as a predetermined number of free spins). Either way, members who are rewarded for their loyalty will remain content, and keep coming back for more.
Setting the Bar High
Many casinos have also turned to daily challenges as a means to keep the audience engaged. These could include:
- Playing a certain game
- Depositing funds into an active account
- Participating in an ongoing competition, or leaderboard event
- Simply logging in
These perks tend to be cumulative in nature. In other words, the perks will add up over time.
Note that weekly, and monthly, challenges may also be available. These are ideally suited for those who play games on a regular basis.
Progressive Jackpots
This final approach is rather traditional, and it should still be mentioned. Progressive jackpots will increase in value, and are determined by the number of active players. The goal here is to encourage others to participate. A handful of members could very well walk away with a tidy sum of money. If these winnings are then publicly displayed, new players will be more likely to join when a new competition is launched.
Putting it All Together
Above all, online casino gamification can be used as a means to thank players for remaining loyal, to enhance brand identity, and to attract attention to the portal in question. While this is certainly a powerful marketing tool, it also offers a means for providers to give back to the community. This strategy is highly effective, and one of the many tools which modern casinos use to keep users on the edges of their seats at all times.
