INDUSTRY INSIDER: MARK MCGUINNESS
Free-to-Play is iGaming’s new acquisition ace
With the golden age of hefty bonuses potentially coming to an end, the iGaming industry needs a more innovative way to attract new players. It’s time to examine the explosive success of free-to- play models, from sweepstakes to gaming giants like Fortnite, and understand why offering a taste of the action, commitment-free, is fast becoming the key to unlocking the hearts, minds, and future wallets of today’s players, according to our industry insider, Mark McGuinness.
A free-to-play version of your flagship slot lets players experience the thrill of the game, the quality of your platform, and fun of the community
s a marketing consultant in the gaming world, I’ve seen trends come and go. For years, the acquisition playbook has been dominated by a straightforward equation: big bonus + new player = success. But let’s be honest, are those days numbered? With regulatory landscapes tightening and player expectations evolving, that reliance on the initial bonus hit feels increasingly like a short-term rather than a sustainable strategy. This isn’t about doom and gloom; it’s about spotting the next big wave. And right now, all signs point towards the burgeoning power of free-to-play (FTP) experiences as a
A 28 JULY 2025 GIO
cornerstone of modern customer acquisition. My core argument is simple: in the lifestyle marketing battle for today’s casino or sportsbook player, free-to-play isn’t just popular; it’s a game-changer that dramatically reduces friction and the cognitive load of onboarding new players. We don’t need a crystal ball for this; the evidence is screaming at us. Just look at the meteoric rise of sweepstakes casinos, tapping into a desire for low-pressure engagement, or the colossal success of gaming behemoths like Fortnite, which onboarded hundreds of millions by letting them jump straight into the fun, no strings attached.
SO WHY DOES THIS MATTER RIGHT NOW?
The sweepstakes model, despite its exponential growth and clear appeal, has admittedly encountered some regulatory speed bumps, with several US states issuing cease-and-desist orders. Now, some in our industry might view this and dismiss the entire concept, perhaps with a touch of disdain due to perceived licensing issues, or cling to the outdated notion that free-to-play is too costly a route for acquiring real-money players. But I see something different. I see a massive, flashing neon sign pointing towards an opportunity. This isn’t about replicating
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