GAMIFICATION
The future of gamification
Tell us about the role of gamification in online gaming?
Gamification in general - not just in gaming - has been on the rise, and for good reason. According to Gartner data, 89% of individuals said they’d spend more time on an app if it had gamified elements. If you think about aspects like points, leaderboards and badges, gamification has been used in the online gambling space for quite some time. And don’t get me wrong; it worked to improve player retention. And while they are ubiquitous, there hasn’t been any notable innovation in years. We see gamification evolving to the next level to create the ultimate user experience. That’s what we’re doing with the Motivational Engineering Gaming Application (MEGA). At the “next level,” gamification broadens the audience and creates an even better user experience, so we’re not competing with other online casinos and sports books, we’re competing for screentime against Instagram, TikTok and Facebook.
What are the benefits?
Primarily, it drives increased player engagement by making the experience more interactive, personalized, and enjoyable. It also promotes loyalty as players feel more invested in the platform because of ongoing games, rewards, socialization, and more. From a business perspective, these factors contribute to higher retention rates, screen time, and, consequently, increased revenues.
How can gamification tools increase the acquisition and retention of players? Players choose an operator because they see something unique and new that they’re excited to get their hands on. And by offering a more dynamic and rewarding experience, players are more likely to stay with that specific operator. Features like achievement badges, progress trackers, regular competitions, and social gaming, keep players coming back for more.
How can operators optimize their use of gamification tools?
Operators need to focus more on the experience, and less on retention. Retention is a product of the experience, but should not be the focus. At a restaurant, if you want people to stay, order dessert and come back, you focus on the experience - the food and the service – not loyalty points. Data is key for optimizing gamification. With this, gamification features can be tailored to deliver unique experiences to players that will help operators distinguish themselves and thrive in a saturated market.
Martin Collins, chief business
development officer at Soft2Bet,
highlights the role of gamification in online gaming, the benefits of
gamification tools and the launch of the company’s new MEGA solution.
Tell us about the launch of Soft2Bet’s Motivational Engineering Gaming Application (MEGA) solution.
Soft2Bet’s exclusive Motivational Engineering Gaming Application (MEGA) goes beyond conventional gamification techniques prevalent in iGaming. While others typically integrate basic gaming features like points, badges, and leaderboards, MEGA dives deeper into understanding players’ motivations and tailors the experience accordingly.
By analyzing individual user preferences, MEGA aims to nurture players’ inherent drive to engage with a game, rather than relying solely on external rewards. This personalized strategy cultivates a stronger emotional bond between users and the product, elevating the overall user experience and delivering more robust outcomes for operators.
MEGA also provides personalized onboarding processes and targeted incentives to attract new players more efficiently. Through dynamically adjusting challenges and rewards to sustain player involvement and offering personalized feedback and motivation based on individual requirements, MEGA facilitates lower churn rates and increased customer lifetime value for brands. In regulated markets where bonus
requirements impose big expenses on operators, MEGA can also help by reducing these expenses, thus increasing ROI. Coupled with the strong gamification mechanics and the API-based integration (which can be added on any existing offering - be it casino or sports), this increases the value of using MEGA as an innovative, efficient and cost-effective gamification tool. Furthermore, we aim to enhance the social aspect by enabling players to form groups or
clans, share accomplishments and rewards, and engage in conversations. With features like a PvP arena for competitive play and a Marketplace for in-game item trading, we are pioneering the next evolution of gamification and consumer connection.
What has the response been from players since the launch?
Players absolutely love the MEGA features, and there is data to prove it. Partners who used MEGA saw a boost of Gross Gaming Revenue (GGR) by over 60%, as well as an increase in average revenue per user (ARPU) by 45%. Players are clearly loyal to platforms with MEGA, and spend more time on these apps.
How will you continue to evolve this solution? Going forward, we plan to continue evolving MEGA by looking closely at the player data and using advanced artificial intelligence to refine and personalize the gaming experience even further for each player depending on their personal preferences and local preferences. We’re constantly adding new features, new games, familiar games, and other ways to have fun that don’t just involve real money gaming.
In your opinion, what is the future of gamification in the online gaming industry? Overall, the future of gamification in the iGaming industry is characterized by innovation, personalization, and an enhanced focus on social interaction and responsible gaming practices. As technology continues to evolve, so too will the ways in which gamification is utilized to enrich the gaming experience for players worldwide.
GIO MAY 2024 13
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