Interactive SIS - GAMIFICATION
Gamification entering exciting new phase
Operators and suppliers have long looked to the latest tech innovations to help mould their products of the future, and when it comes to gamification, the betting and gaming industry is entering an exciting new world. SIS head of mobile products, Michael Dunphy, takes a closer look.
Having spent most of my life in the football and mobile industries, I have been somewhat surprised that some of the real successes and innovations I’ve seen in my pre-betting and gaming career haven’t made the jump into our industry.
Michael Dunphy, Head of Mobile Products, SIS
Michael Dunphy is an expert in mobile technologies and strategy, with more than 20 years’ experience in the industry. He has been head of mobile products at SIS since February 2015, supporting the commercial delivery of a number of mobile innovations.
Gamification, in particular, is a cornerstone of the freemium mobile and social casino games, but is yet to have made a major impact on real money casino.
In simple terms, gamification is the process of bringing in typical elements from game playing, such as point scoring, badges, leaderboards, virtual currency, challenges between users and, more recently, social sharing. Done well, players stay longer, come back more often and, in the end, generate more revenue.
It’s not a simple process and there are a few barriers to the betting and gaming industry from developing their gamification offering, be they commercial, technical or regulatory. However, there are many across the industry who now see gamification as a real opportunity for operators to increase player loyalty and on-site engagement.
P118 NEWSWIRE / INTERACTIVE /
247.COM
Te industry is catching up. At SIS, we recently announced an agreement with Te Data Gains Group and their subsidiary Loyalty Rewarded, an innovative technology group who are at the forefront of gamification and rewards for sports fans. With sportsbooks continuing to grow online, companies such as Data Gains offer a fantastic opportunity for the gamification and betting and gaming industries to combine and find a way for bookmakers to create lasting, engaging relationships with football fans.
Trough my experiences working with major online gaming brands such as Miniclip, I’m convinced that there is an opportunity to do more in the gamification space. One example of success is when Miniclip worked with football clubs such as Manchester City to deliver official football club virtual goods and leaderboards. It was a way to offer more to one particular group of their players – something special that encourages their continued engagement.
Te game could then be reskinned and reworked for any one of hundreds of clubs, creating multiple possibilities for the company to seek out further commercial opportunities.
Tis type of personalised, specialised
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