INDUSTRY INSIDER: MARK MCGUINNESS
Consider slots that can be played cooperatively or competitively with friends in real-time. Envision tournament-style play that is consistently available, open to spectators, and ready for broadcasting. Picture shared jackpots, squad missions, and social leader boards. For instance, a slot game could include a feature that allows players to form teams and compete against each other or a shared jackpot that grows as more players participate.
These aren’t just enhancements but essential evolutions for an audience that values shared experiences over solitary ones.
WHY THE ‘SHARED PLAY’ MODEL WINS
Retention or reoccurring gameplay of a slot is essential to making the GGR. A solitary win can be satisfying, but a win shared with a group is memorable. Community-driven experiences have higher reoccurring gameplay sessions and retention rates; players are more likely to return when they bond over a shared moment, as opposed to being offered Free Spins to come back and log in.
Content designed for social interaction lends itself to streaming, screen sharing, and discussion, naturally driving organic acquisition. Users become effective marketers, fuelling organic virality, thus reducing player acquisition costs, which continue to rise but with reduced lifetime values (LTVs). The shared play introduces new monetisation mechanics such as team-based buy-ins, cooperative missions, competitive leader boards, and player-driven marketplaces, offering ways beyond traditional Return-to-player (RTP) models. Some of the most popular games, like Candy Crush and Coin Master, operate with a zero percent RTP, meaning players receive no monetary return, yet they’ve managed to keep users engaged. Part of that success lies in offering highly personalised game journeys, where progression, adaptive challenges, and emotional feedback loops keep players motivated and coming back for more. This proves that shared gaming models work. All suppliers and operators are trying to figure out the secret sauce to appeal to Gen Z. These younger audiences have grown up online and expect interaction. As we already see, games that feel static or isolated will not capture their attention for long.
LESSONS FROM WEB3 AND SOCIAL POKER
In my previous columns, I’ve discussed the emerging landscape of Web3, and decentralised gaming offers compelling proof points. Projects in this space have focused heavily on community-led game economies, player-owned assets, and co-creation. They
show what is possible when players become stakeholders, not just passive solitary consumers.
Social poker is another excellent example. Unlike traditional poker rooms, social poker platforms integrate friends, live chat, community tournaments, and digital asset ownership. Players engage to win the tournament and connect, chat, and be part of a vibrant community.
Slot studios can learn from this dynamic, creating content that fosters social immersion as much as visual or auditory engagement.
INSPIRATION AND PROOF POINTS FROM CRYPTO-NATIVE AND CASUAL GAMES
The roots of shared and socially engaging gameplay can also be found in early crypto- native games. SatoshiDice pioneered fair, instant betting on the Bitcoin network as early as 2012, 13 years ago, demonstrating that blockchain could revolutionise trust and transparency.
In 2013, Primedice built on that concept with a user-centric experience that valued simplicity and fairness. The team behind Primedice later launched Stake, arguably one of the largest entertainment casinos for today’s Digital Native Players, which took things further by building a global audience around a social-first casino community model and rethinking the whole value exchange model, which was ready for disruption, with its now-iconic Stake Originals.
These pioneers understood something vital: that a game can be more than a mechanic, it can be a social movement. They recognised that a sense of belonging, identity, and shared success can fuel long-term retention and viral growth.
Casino games can do the same within an RNG framework. For example, if a player isn’t experiencing positive outcomes, the system could, via AI systems, offer free spins or bonus rounds to extend engagement and reinforce emotional satisfaction. This personalisation drives deeper connections and makes players more likely to return.
THE ROLE OF NEUROSCIENCE AND BEHAVIOURAL DESIGN As someone who champions the integration of neuroscience and behavioural economics into marketing strategy, shared play is a catalyst for deeper emotional engagement. Social dynamics amplify dopamine responses, enhance memory retention, and elevate perceived value. When we celebrate wins together or share losses, our emotional circuitry responds more intensely. This is backed by science. The social reward is neurologically powerful, and underutilised in most slot game designs.
To future-proof the industry, we must build experiences that tap into this more profound emotional architecture.
This shift won’t happen overnight. It requires a mindset change from operators, slot studios and developers, and marketers alike. But those who move early will not just capture new audiences, they’ll redefine what it means to play. The potential for innovation and redefining the concept of play is both exciting and necessary for the future of gaming.
FINAL THOUGHTS
Shared play isn’t a gimmick. It’s a generational shift in how entertainment is consumed, valued, and spread. The casino industry’s future is not chasing higher RTPs or more elaborate bonus rounds but designing meaningful, shared experiences. True innovation lies at the intersection of technology, psychology, and culture. By embracing shared play, we invite players not just to spin but to connect, not just to win but to belong.
And in that shift, we find the next great leap forward for iGaming.
About Mark McGuinness
Mark McGuinness brings over 24 years of extensive and varied experience in digital marketing leadership, specifically advising both private and public operators within the iGaming industry across a wide array of regulated markets. His journey began as a scientist, allowing him to develop a deep analytical mindset that he has effectively applied to the realm of digital marketing. As a recognised authority in iGaming, he specialises in several critical areas, including affiliate marketing, the emerging landscape of Web3, social poker dynamics, and the intricacies of casino gaming. McGuinness is a strong advocate for the integration of neuroscience and behavioural economics into marketing strategies, believing that these fields provide valuable insights that can drive customer engagement and conversion rates. His comprehensive approach not only
enhances marketing effectiveness but also aligns with contemporary trends in consumer behaviour, making his strategies highly relevant and impactful in today’s digital marketplace.
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