enhances engagement in the moment but also fosters long- term loyalty to the brand.
ANTON GYRIA Head of Account Management Evoplay
Gamification can be effective both within a game and beyond it – a crucial consideration when creating games and shaping the overall player experience. One mistake I’ve noticed is when a game includes leaderboards, levels, achievements, and other gamification elements, but that’s where it stops. Te player engages, then forgets about the game, and most likely won’t even remember the brand. Te real challenge is leaving a lasting impression, so that when the player seeks entertainment again, they choose games from a specific provider or platform.
Promotions, through which players are more effectively introduced to games, can be helpful here. For example, with Evoplay’s games, some promotional campaigns saw player activity increase by over 80 per cent during the promotion period, and even after it ended, the user base continued to grow, with engagement rising by over 600 per cent. However, while these results focus on engagement, they don’t neutralise the risks mentioned earlier and, moreover, they don’t align with the ultimate goal of well-balanced gamification.
So, let’s shift our focus to the core goal of gamification from the perspective of responsible gaming: it’s not about constantly re- engaging players, but about creating an experience that allows them to enjoy gaming as part of their leisure, without it overtaking their free time. Achieving this requires a more thoughtful approach to building lasting relationships with players.
When done correctly, trust builds naturally, and relationships are based not on frequency, but on the long-term strength and value of the connection players feel with a brand. Which promotions work best depends on individual player preferences.
However, from my observations, one particularly effective approach is fostering competition between players. When the focus shifts from "casino-player" or "player-casino" dynamics to "player-player" interactions, we often see longer gaming sessions and higher lifetime value (LTV). Tis shift not only
Looking at the iGaming market, I see two key trends emerging around gamification. On one hand, a seamless, gamified experience is becoming essential for building strong connections with players. On the other hand, responsible gaming is gaining importance to ensure long-term sustainability. Tose who can balance these two areas – while continuing to leverage in-game gamification alongside relevant promotions – are likely to create stronger, more meaningful connections with their players. I’ll also add that, as a casino essentially reminds one of a marketplace of games, it’s crucial not to overwhelm players with excessive ads and activities.
Te first interaction is key, and the same balanced approach should be maintained throughout the player journey – offering too much too soon can drive them away. Providing information gradually and interacting within the framework of the current session, without overload at any stage, helps sustain engagement and build long-term loyalty.
For gamification to succeed, personalisation and uniqueness of the offers – while also being straightforward and easy to engage with – are important. Achieving this requires a deep understanding of player preferences and behaviours, supported by effective communication between all stakeholders – providers, operators, and affiliates. By sharing insights such as geographical preferences, regional differences, and factors influencing game popularity, we can better understand what resonates with players and refine our offers accordingly. In line with current trends, I see AI becoming a valuable tool in supporting these efforts, offering a more efficient, tailored approach.
In summary, the challenge for the industry is to create a balanced environment that attracts players while ensuring their engagement remains safe and responsible gaming. Looking ahead, gamification, alongside in-game experiences and promotional campaigns, will extend to cover the entire player journey across the platform, creating what’s often referred to as the “Player Space,” as Evoplay has developed.
Additionally, we’ll see an increased emphasis on player safety, responsible play, and the understanding that entertainment should remain a part of life, not a lifestyle. When used correctly, technologies like AI have immense potential to support this process.
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