THE FUTURE OF GAMIFICATION
MARK O'DONNELL Head of Marketing LuckyStreak
Billionaire series, Spinomenal’s Emerald and Diamond Season tournaments, and Yggdrasil’s rich variety of monthly tournaments, giveaways and challenges.
And you can’t have missed the boom in game show formats from the live dealer sector, with the visually stunning sets, energetic presenters, props like prize wheels, and fairytale themes. More advanced operators are taking this to a higher- level, with brand-wide gamification and reward features. Sweepstakes casinos have picked up the baton, with sites like Fortune Coins, Stake and Mcluck leading with achievement- based rewards, and platform providers like Sweepium and GiG making these a core part of their suite of services.
But it’s not limited to this sector, nor is gamification a recent development; Paddy Power’s Wonder Wheel is a key fixture in its customer retention proposition. At Gala Coral we had poker leaderboards and prizes 20 years ago, and in the early 2010s at Mecca Bingo we were giving away prizes every day in our Everyone’s a Winner promotion.
All very compelling (and effective) player propositions. WHAT ABOUT PITFALLS?
It all sounds very positive, and it generally is. Te insight and data that is available to evaluate promotions is often plentiful, supporting decisions to do more, do less, start, stop. With relatively advanced systems and collaborative partners, test- and-learn is very possible, and highly recommended. We’ve all seen promotions we like cease, but then we often like them because we get well rewarded perhaps for not doing much.
Te challenge is not just effectiveness and ROI, but getting the player proposition right. Balancing gamification elements to avoid overwhelming players with too much choice, complexity and expectation is critical, as is devising and executing a well- aligned progression and rewards system, which doesn’t sound easy and isn’t.
As technologies continue to advance, gamification’s future looks promising. For example, AI machine learning is likely to become more prevalent across online casino experiences as processing and predictive power increases. Hand in hand with AI, algorithms will become more sophisticated, enabling complex customisation of promotions, UIs and game recommendations to occur in real time.
Customers are becoming more familiar with retention strategies in other areas of their lives, and will expect more tailored and rewarding experiences. Te casino platforms and operators that execute this effectively and sooner, are likely to have greater success in the near term. Another key factor in gamification going forwards is the rise of AR and VR. Turning casinos into game-like worlds that players can use to interact with their own customisable avatars can take casino platforms to a whole other level.
LUCKYSTREAK GAMIFICATION
When it comes to elevating the gamification and personalisation of online casinos, this is an area in which my company, LuckyStreak, a major live dealer games provider and content aggregator) have become experts in. Our Jackpot Toolbox empowers operators to run tailor-made promotional leaderboards, encouraging players to compete against each other for rewards.
Players earn leaderboard points by performing actions, easily configured by the operator to align to the operator’s specific campaign objective e.g. reactivate, reward, retain, extend. Cash prizes are always particularly popular, but physical prizes, experiences, raffles and prizes draws are also compelling and effective. Te Toolbox’s user-friendly back-end allows easy configuration on a wide range of variables, from segmented player lists, game types, specific player actions, time-bound, platform and brand-level promotions to reactivate, retain and reward players whatever the objective.
So arguably, in this diverse, booming, hugely competitive industry with entertainment at its heart, gamification has a big role to play in attracting and retaining an audience that has always been thrill-seeking, that is increasingly aware, discerning and demanding, and has higher than ever expectations from the technologically-driven innovation that is present in their everyday lives.
So even more of the same then. 129
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