GAMIFICATION IN IGAMING
Gamifi cation in iGaming BETBAZAR
STEFANOS PATSOURAKOS, BUSINESS DEVELOPMENT MANAGER
There is a glut of gamification tools available for operators and these are all building on the two core factors that make slots so attractive. Firstly, it’s the design, and second, the mechanics. In Greece we call this ‘moving the needle’ and it boils down to what captivates player attention. Everyone is so well versed about slot games, RTPs, bonuses, free spins that it is harder than ever to cut through and that’s why we’re seeing more gamification tools introduced. These range from progress bars, collectible tokens, leaderboards and the ability to personalise games for particular player preferences.
Gamification tools are important within online casinos for enhancing gameplay as they can greatly improve the overall player experience. By adding elements of in-game design, such as rewards, achievements, and social interactions, gamification tools create a more engaging and entertaining experience for players.
Gamification tools produce a more engaging and immersive experience for players. They provide opportunities for social interaction, rewards, and achievements, which keeps players coming back. Bringing a competitive element into the experience brings a sense of progression, such as levelling up or unlocking new content. All these features must be presented to players in a clear and consistent manner to help players know where they stand. By bringing consistency
to the gameplay, it means players feel at one with the game and will return for more. Our carefully chosen casino partners are constantly looking for ways to enhance the gaming experience through new concepts, game sound, free spins, jackpots, and animations. A core element is truly personalising the interaction with players to ensure they have a clear understanding about the games, that in turn nurtures a long-term relationship.
Whether it’s through leaderboards, tournaments, levels or points, gamifi cation tools are key for enhancing gameplay and driving player retention and acquisition levels. GIO spoke to a number of iGaming companies about the benefi ts of gamifi cation tools.
Drops offer a random cash drop prize that can be triggered with any bet and provides three different levels of incrementally increasing prizes for players to win.
KALAMBA GAMES
KAI BOTHA, HEAD OF PRODUCT MARKETING Kalamba’s gamifi cation tools directly mirror our vast portfolio of high-quality titles by delivering numerous, engaging and entertaining systems that prioritise entertainment. Kalamba’s Cash
We also offer challenges to accompany our titles, these provide mission-based mechanics, where players have to achieve a specifi c number of spins or attain a certain bet multiplier to trigger a guaranteed cash prize. Finally, we have integrated Mystery Jackpots that provide a progressive mystery jackpot mechanic consisting of three prize tiers for players to unlock. All three tools are completely self- funded and require no additional integration workload. Gamifi cation is a critical part of the overall gameplay experience for Kalamba and it has formed a core component of our product strategy. Entertaining our players and maintaining their attention is a prominent part of the iGaming ecosystem and those who can master this space will naturally have an edge over their competitors. Gamifi cation tools are fi rst and foremost about entertainment. Players can be rewarded for engaging with a title outside of awards generated from a win within a slot. Even if they don’t win a prize, we aim to make sure players leave the tool with a sense of gratifi cation from the entertainment offered, which helps enhance the gameplay experience. A strong portfolio of gamifi cation tools balances rewards and
entertainment and if providers can get this equation right, player uplift will inevitably follow.
With Kalamba offering an abundance of varied gamifi cation tools we have found that different tools deliver different results. If the goal is acquisition, then our Cash Drops and Jackpots are ideal mechanics to drive player growth with a big potential win obviously appealing to new players. With these tools, we have seen an uplift as high as 2,500% growth in players with tier-one operators. When the goal is retention, tools like challenges become a fundamental part of player retention. By their very nature, the objective is for the player to graduate from mission to mission, in ascending diffi culty which takes time and effort inevitably increasing play time. This mechanic effectively encourages play, as players are incentivised by larger prizes by completing more challenges.
We are constantly reviewing our offering and looking at ways to improve our products. We recently added a category to our in-game promotions panel whereby players can choose from more than one promotional game to play, empowering players through direct interaction. On the horizon, we have our sights set on a ‘self-funded’ leaderboard tournament tool as well as an update to our existing Cash Drops mechanic that will further increase player acquisition and retention rates.
GIO APRIL 2023 11
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