FEATURE: SPORTSBOOK & BETTING SOLUTIONS


How gamification is changing the game in sportsbook


Iren Kuznietsova, Head of Business Operations at SOFTSWISS Sportsbook, explains how gamification is reshaping the way operators think about loyalty and long-term value.


that try to mimic mobile games, like slot-style graphics, loud animations, anything that breaks the flow. Gamification should enhance the natural experience, not interrupt it.


What are the biggest challenges sportsbooks are facing right now?


One word: saturation. The market is crowded, especially in mature regions where players already have habits and favourite platforms. A brand can’t just be functional – it must stand out in a way that resonates with users.


Another big challenge is loyalty or the lack of it. Players today are savvy enough to compare offers and to switch platforms quickly if they’re not engaged. You can’t win them over with one-time promos. Retention requires building systems that keep people coming back because they want to, not because they’re pushed.


Where does gamification come in, and does it really deliver results?


When done well, gamification has a very real impact. It’s not about flashy add-ons – it’s about shaping behaviour through emotional and psychological engagement.


Take our Network Jackpot, for example. It’s a shared progressive jackpot across brands – players place qualifying bets, and they might win big. It’s simple for the user, that is why it delivers impressive results. Our study shows that mid-tier brands saw a 51 percent increase in ARPU, and top-performing brands saw ARPU grow by 155 percent.


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These are not vanity numbers, they show how gamified mechanics can elevate user value and drive engagement. And it’s not just about money. It creates emotional stakes: you’re not just betting, you’re part of a shared journey. That’s classic gamification – anticipation, participation, progression – all built into the betting experience.


Which gamification features do actually work and which do not work in a sportsbook? The best ones blend into natural user behaviour. For example, our Hunting Bonus turns regular bets into points that unlock free bets, this builds a satisfying rhythm of play. Combo Boosts reward complex bets with better odds, encouraging deeper strategy. And our Free Bet Booster adds an extra twist – spin a wheel and see if your reward multiplies or disappears. What doesn’t work? Over-designed features


Do gamification strategies and behavioural design principles apply universally, or do they need to be tailored for each market? The core principles, like progression, anticipation, and rewards, are universal, but their execution has to be localised. Localisation is not just about translating content, but about deeply understanding how players behave in different regions. Every market has its own player preferences and cultural nuances. A great case is our recent launch with Mzansibet in South Africa. While the foundational mechanics stayed the same, we adapted the frontend experience and reward logic to align with local betting habits and mobile-first usage. That localisation made the platform feel intuitive and engaging for South African players right from day one. It’s a great example of how local insight and global expertise equals a scalable, trusted brand.


What’s the future of gamification in sports betting?


We’re moving beyond missions and leaderboards into adaptive systems. Things like our Loot Box Bonus or Hunting Tournaments are already pushing the envelope, rewarding activity, creating social competition, and tapping into unpredictability players love. I think the future belongs to RPG-style journeys with personalised dynamic systems that evolve with player behaviour. These tools are already technically possible – platforms like SOFTSWISS Sportsbook are built to support that kind of modular, data-driven engagement. So, the next step is creativity – telling stories, building memories, and designing experiences that players don’t just use, but really feel.


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