iGP Player Loyalty


Loyalty in iGaming is eroding. Not because players care less, but because the systems behind it no longer reflect how they behave. As acquisition costs soar and retention weakens, iGP's Dirk Camilleri explores why outdated loyalty frameworks are becoming a barrier to growth.


FIXING THE PLAYER


Player loyalty is falling across the board. Streaming platforms fight to keep subscribers for longer than a month. Football clubs struggle to hold the attention of global fans. Retail brands spend more than ever on loyalty schemes, but engagement continue to shrink.


Consumers nowadays move faster with less commitment, compare more, and expect brands to understand them. Attention is the most competitive commodity in entertainment.


iGaming is no exception. Churn rises despite higher promotional spend, proving that points and rewards alone no longer influence player behaviour. VIP behaviour is harder to predict and customer acquisition costs climb to as high as €1,200 per player while retention impact drops. Te signals are clear: loyalty is being undermined by systems that no longer match the way people behave.


Retaining an existing player can be almost five times cheaper than acquiring a new one, yet the loyalty frameworks meant to protect that value often fail to match how players actually behave. Loyalty in our industry is


88 DIRK CAMILLERI


Chief Product Officer iGP


Te existing loyalty system


becomes a barrier to growth as it cannot scale with the business


and reflect the diversity of players. As players choose between


different brands and experiences, outdated loyalty architecture inevitably erodes operator competitiveness.


still built on models designed for a slower, more predictable market. Most systems assume that if players earn enough points or unlock enough rewards, they will naturally remain loyal.


Te problem is that players today engage across multiple products, devices and formats, and their expectations are shaped by experiences outside of gaming. A static loyalty structure cannot keep pace with players who want personal relevance, instant feedback, and a sense of progress that feels aligned with how they actually play. When loyalty looks identical for every player, it stops creating value and becomes easy to ignore.


Loyalty is falling not because players have stopped caring, but because the experience no longer recognises them. It does not adapt to their habits, it does not reflect their preferences and it does not respond to the way they move through a product today.


Players cannot see themselves reflected in the journey and the entire experience begins to feel mechanical rather than meaningful,


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