GAMIFICATION IN IGAMING SHALVA BUKIA, CPO SPRIBE
The definition of gamification now goes beyond progress bars and badges to include the actual gameplay. Aviator is the world’s number one crash game with more than five million monthly active players and one of the key reasons that players keep taking to the skies is that it is social and interactive, with players able to watch their scores move up and down the leaderboard in real-time. There is also a live chat function so players can communicate throughout their playing session. This is combined with two bonus features, Free Spins and Rain Promo. The latter includes an element of gamification with the operator able to make Free Spins rain down in the chat that players then claim. This may not be the standard gamification that comes to mind with online casino content, but we see it as bringing another level to the player experience and ultimately providing players with added value that sees them strap into Aviator time and time again. Gamification tools are incredibly important. Players no longer just want to spin the reels and instead are looking for gaming and entertainment experiences that are multi-faceted. The increasing curve format that Aviator uses brings in different, gamified elements to the core gameplay when compared to a standard slot – the control over when to cash out, the social interaction, the scores on the real-time leaderboard, etc.
LIGHTNING BOX
When this is combined with Free Spins and Rain Promo, it makes for a truly compelling gaming and gambling experience that a growing number of players are choosing over spinning the reels on a slot.
The session times for Aviator are off the charts, with operators that stock the game able to retain players at a much higher rate than those that don’t offer the game. The elements of social interaction and competition via scores and leaderboards make players stick around for much longer – as does the simple, fast-paced gameplay provided through the increasing curve format. Operators can use the Free Games to attract new players to Aviator for the first time, while Rain Promo can be used to reward those that have been playing for a while and are interacting in the chat. We are finalising a series of promotional tools that will allow operators to take acquisition and retention via Aviator to the next level. We have also been fine-tuning the Aviator gameplay and experience so that it remains fresh for those that have been playing it for a while. The speed of the gameplay has been increased and we are always tweaking the UI to make it more seamless and easier to play across all devices. This means more players than ever before can enjoy the thrills and spills that Aviator provides, including the gamification elements that help to make it so compelling to play.
MICHAEL MAOKHAMPHIOU, OPERATIONS MANAGER Gamification tools have long been an important part of our game development and many of our most popular releases are underpinned by them. Jackpot mechanics in particular have been an integral part of our growth trajectory. These are integrated into a number of fan- favourite titles via the Stellar Jackpot feature, which can award Mini, Minor and Major jackpot prizes for players within a space theme aesthetic. Stellar Jackpot has been incorporated into classics like Dolphin Gold and recent releases like Blown Away to add additional engagement and more big-win potential to prominent releases.
Jackpot mechanics are also present within the core gameplay of slots like Lightning Gorilla with Mini, Minor, Major and Grand jackpot prizes available via the collection of special symbols in the free spin round. Players enjoy the thrills of having these huge prizes available within standard bonuses and as an additional feature within Lightning Box releases. Gamification tools are a crucial part of enhancing gameplay. Whilst all Lightning Box titles are delivered with a focus on engagement,
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Jackpots add another layer of entertainment. The key to this enhancement is to make sure our math models are aligned to a point where jackpot prizes aren’t so large that they become almost unobtainable to casual players. Because of this lower prize amount, our Jackpots pay more frequently than those of many competitors, which allows the thrill and excitement to be accessible. Additionally, having multiple levels of awards available increases this anticipation, with prizes complementing the slot they are present in, rather than cannibalising the game as a means to enter the jackpot feature.
Jackpots have helped boost player acquisition
and create an added incentive for players to continually enjoy our portfolio. They have also increased retention rates and lifetime value. Players are initially engaged with in-game widgets displaying jackpot prizes as a part of the overall design of a title, the allure of these jackpot prizes enhances the slot’s overall aesthetic. Additionally, the Stellar Cash bonus provides a completely separate gaming experience which empowers players through decision-based choices on what mystery symbols to pick. This is in stark contrast to the gameplay present within a title the feature is included in, and offers additional replayability and mechanics for players to interact with, further increasing retention rates. This year will see us augment the jackpot mechanics found in many of our releases and introduce a progressive jackpot for the first time. This will help generate increased retention and excitement through player persistence within titles that incorporate this new progressive jackpot feature whilst providing a natural evolution of our gamification tools. Additionally, we will be expanding on other successful franchise mechanics such as the Lighting Respin and the Chicken Catch bonus that will see us return to the fan favourite series Chicken Fox.
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