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Time to get into the gamification game
Tomer Baumel, Founder at CEO of Solitics, talks about why personalised gamification is the best way for operators to differentiate and bring tremendous added value to their players
Differentiation. This is something that operators strive for but, in reality, is very hard to achieve. If you take a look at the online betting and casino experiences available to players in any given market, it’s hard to come across many brands that truly stand out.
Most offer the same welcome bonuses, similar games/odds, the same payment options and deploy the same tactics for fostering loyalty once the player has signed up and deposited for the first time. But loyalty must be earned, and right now, casinos and sportsbooks are not doing enough.
For many, retention is a tick-box exercise based around level-up loyalty schemes, offers sent out via email and SMS, and the occasional generic pop-up message that aims to keep players engaged with the sportsbook or casino – usually with free bets or free spins.
The majority of players will be familiar with these tactics and are sufficiently smart and savvy to know the sportsbook or the casino brands do this to encourage them to play for longer.
There is nothing wrong with operators taking this approach, but it is boring at best. Retention should be fun and exciting, and there is a lot that casinos and sportsbooks can do to be different to their rivals and add tremendous value to the player experience – value that will ensure they stick around.
How? Personalised gamification.
Gamification has been an industry buzzword for some time now, but few operators have yet to truly incorporate it, and personalise it using data, into the overall player experience. Personalisation is how how operators will unlock the huge potential gamification offers for both acquisition and retention, and ultimately differentiation.
Not only can gamification be used to transform the user experience across multiple touch points, but it can also be used by operators to drive certain player behaviour such as making a deposit or continuing to play even after a run of losses.
Gamification comes in many forms, but at Solitics, we have just launched a new Gamification Module that includes Gamification Widgets with highly customisable mini-games that operators can use to elevate the player experience to boost both acquisition and retention. Mini-games are the perfect gamification tool. They can be combined with promos and bonuses to help the brand connect with the players and build trust.
Because the experience is gamified and highly customised to players’ preferences and playing patterns, operators can guide users’ behaviour in a way that is authentic, allowing them to generate a much higher life-time value from the players than when they are incentivised by traditional or generic offerings.
So long as mini-games can be customised and configured, operators can be smarter in how they bonus and run promos that are far more effective while avoiding overbonusing and overspending.
For example, if you would like a player to log-in each day to claim a daily surprise, instead of offering £5 bonus upon log-in, the operator can engage the player with daily challenges such as ‘login and get a daily surprise’. During this mission, player will get to spin the wheel to determine his daily prize, and also see an interactive map of his progress. From managing the bonus economy point of view – since the widget is entirely customized by the brand. This actually adds excitement for the player while reducing the bonusing cost for the operator.
Positive, fun experiences also generate advocacy, with players recommending the brand to others.
Personal gamification widgets are also a powerful driver of acquisition, especially when deployed as part of the onboarding journey through game introducing carousels, or spinning a prize wheel to determine the welcome bonus they receive.
Of course, operators need to be able to differentiate through the mini-games they offer to their players otherwise players will once again find themselves swimming in the sea of sameness. This is why we have ensured our mini-games offer unrivalled opportunities for customisation and personalisation including brand colours, content, bonuses configuration, all of which are easy to change.
With Solitics, marketers can choose from a pre-set library of games and customise them, or they can create their own games from scratch, all from a single UI, with no need for heavy development resources.
That said, it’s still important for the right games to be delivered to the right players at the right time and this requires the use of data and segmentation.
Our solution is built on top of the operator’s data house which allows marketers to be incredibly granular in terms of who gets the game, the accompanying bonus, the communication that goes with it and the channel via which it is deployed. This is all done through a single platform and UI.
Despite the potential personalised gamification offers to take the entire player experience to the next level, and for brands to be heard above the noise being made by the competition, the majority of operators have yet to really get behind it.
We believe that our solution is a game-changer here and those that get in the game will be surprised by just how effective gamification can be when it comes to acquiring and retaining players at scale while offering a strong USP for their brand or brands.
The post Time to get into the gamification game appeared first on European Gaming Industry News.
Clarion Gaming has announced that Flutter Entertainment, the parent company of the world’s leading online sports betting and iGaming operator, will be the headline sponsor of the Sustainable Gambling Zone (SGZ) at ICE Barcelona, the world’s biggest gambling technology exhibition which will be attended by 55,000 gambling industry professionals.
Flutter, which has been a long-term supporter of Clarion Gaming’s safer gambling undertakings, is also making a donation to ICE Barcelona’s safer gambling charity fund as well as having its own stand to showcase how Flutter is changing the game for good by providing education, tools and support to help everyone Play Well, on the SGZ.
In 2022 Flutter introduced its Play Well strategy to support its customers in making informed choices and managing their betting and play responsibly. Flutter set itself the target of having 75% of active online customers using a Play Well tool by 2030. By the end of Q2 this year (2024), 47.5% of customers were already engaged with these tools – double from FY 2022 – marking steady progress towards our goal. This effort has been supported by a significant investment – over $101m in 2023 – in research, product development and marketing.
Ewa Bakun, Clarion Gaming’s Director of Industry Insight and the person responsible for introducing the Consumer Protection Zone to the ICE show floor in 2018 said: “I am absolutely delighted to be able to confirm Flutter as our headline sponsor. I regard this as being a game-changer for SGZ which is being officially launched in Barcelona after undergoing a re-brand. The rebranding to the Sustainable Gambling Zone, which was a decision taken in partnership with our industry stakeholders reflects a deeper understanding of the importance of early interaction. By focusing on the identification of potential risks earlier in the player journey, it’s possible to prevent harm before it escalates.”
Jane Palles, Group Head of Safer Gambling, Flutter added: “Our customers are at the heart of everything we do, and we want them to have an entertaining, positive experience with us. We start 2025 with a continued focus on player wellbeing. This sponsorship underscores our dedication to sustainability”.
“Play Well focuses on fostering a positive and responsible gaming environment, with initiatives like enhanced customer tools, personalized risk monitoring, and partnerships with expert organizations.
“We are delighted to be supporting the new Sustainable Gambling Zone at ICE Barcelona and will showcase our continued efforts, share insights, and collaborate with stakeholders to drive forward the shared mission of safer gambling for all.”
The 2025 ICE Sustainable Gambling Zone will occupy 490sqm of space and located in the Fast Forward area of the showfloor, underlining the importance the industry places on sustainability and player protection. As well as featuring a total of 26 safer gambling bodies including Spanish organisations ASENCAS and FEJAR the SGZ will host three days of educational content including two dedicated to consumer protection and one to ESG.
The post Flutter Entertainment named as headline sponsor of ICE Sustainable Gambling Zone appeared first on European Gaming Industry News.
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Latest News
Massive Gaming, Neowiz, and Kangwon Land Launched ‘Shen Shou Wan fu’ Slot Machine Offline
- ‘Shen Shou Wan fu’ is an online slot game that features three powerful guardians, symbolizing immense wealt
- Now available as physical slot machines in offline casinos through a collaboration with Kangwon Land
- MVG plans to expand distribution with exclusive B2B rights to online channels for slot games
Massive Gaming(“MVG”) announced that it has launched the ‘Shen Shou Wan fu (神兽万福)’ slot game, co-developed with Neowiz, MVG’s parent company, and Kangwon Land, which hosts the only casino in South Korea open to locals. The game is now available in offline venues as slot machines.
‘Shen Shou Wan fu’ is an online slot game featuring motifs of the Golden Dragon (JIN LONG), Phoenix (FENGHUANG), and Haetae (XIEZHI), which symbolize luck and prosperity.
The slot machine debuted in offline casino venues. Key personnel from MVG and Neowiz worked closely on the art resources and software design of ‘Shen Shou Wan fu’, ensuring a seamless integration of creative and technical expertise. Kangwon Land managed the slot machine’s hardware design and manufacturing. This launch marks the first commercialization of software-based products through public-private collaboration in South Korea’s casino market.
After successfully establishing ‘Shen Shou Wan fu’ in the Korean market, MVG is ready to leverage this success for aggressive global sales. Holding exclusive rights to the slot game, MVG plans to expand its presence in the regulated gaming market by targeting key regions with strategic marketing and distribution.
A representative stated, “We are pleased to showcase our slot game in offline casinos with Kangwon Land,” adding plans to introduce diverse content for global markets.
The post Massive Gaming, Neowiz, and Kangwon Land Launched ‘Shen Shou Wan fu’ Slot Machine Offline appeared first on European Gaming Industry News.
Flutter Entertainment named as headline sponsor of ICE Sustainable Gambling Zone
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Massive Gaming, Neowiz, and Kangwon Land Launched ‘Shen Shou Wan fu’ Slot Machine Offline
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