HomeIn-depthDefining the modern gamification solution

Defining the modern gamification solution

INTERVIEWS18 Dec 2024
12 min. read
Roundtable about gamification

We look at how gamification tools are evolving to meet the needs of operators. A new breed of tools promises to offer a more effective way to acquire and retain customers, but what are the key elements within a modern gamified offering? We asked Denis Kosinsky, VP Operations at NuxGame, John Smith, VP of sales, Gamification and Loyalty at Xtremepush and Yuval Mechoullam, Co-Founder at Smartico, for their thoughts.

Q: How are gamification tools evolving to meet the needs of operators, and what are the key elements within a modern gamified offering?

Denis Kosinsky: Gamification tools have definitely grown up. These days, they’re no longer merely flashy add-ons. Today’s tools are precision-engineered to meet online casino operators' needs and combine fun with strategy.

Furthermore, iGaming operators are aiming at gamifying all steps in their players’ experience. This usually means pushing the main motivation buttons, such as success, control, social connection, limited-time offers, and surprise effect. A well-thought-out combination of these drivers is guaranteed to take a gamification strategy to the next level and thus, make players stay as long as possible.

Based on my expert opinion, here’s what’s happening on the gamification scene today:

One word: personalisation. Games and rewards are custom-designed to suit players perfectly these days. And you know what, it’s so heart-warming when your cravings are served on a silver platter! That’s exactly what players can be given if operators know the trends.

Game-changing features are being introduced. Free spins are one of them. Add an element of surprise to this tool and you can easily spark players’ anticipation. Tournaments are another fun gamification feature: players love the chance to climb up the leaderboard and earn great rewards. Player-versus-player battles are a great choice here, too. That’s when players compete against each other, which boosts engagement greatly. Another effective gamification feature is live stream promotions: winning while watching the game live is so much fun! Don’t forget about the tier program: it motivates players to grab new rewards. All these gamification features have one powerful thing in common: they stimulate player engagement.

A referral player program is another great idea. Operators now offer bonuses when players bring in new friends. This makes the player experience even more exciting, taking engagement to a brand new level.

Flawless integration is being brought to life. New gamification tools slide right into existing platforms, which makes everything feel uniform and user-friendly — no awkward tech issues, no clunky transitions.

Real-time adjustments are becoming available trend-savvy operators get to adapt on the go with the possibility of live data analysis.

Having said all that, the evolution of gamification tools creates a win-win situation: players stay engaged, and online casino operators get results.

John Smith: It is still in its infancy. A lot of companies claim to have a grasp on gamification and while that is true in part, at the moment there is still a heavy focus on ‘surprise and delight’ and what brands want to encourage or influence their players to do. An operator might typically want to convert a sports bettor to being a casino customer, driving gamified missions to achieve that goal. However, that customer might have no intention of ever playing in a casino and would much rather be set tasks relating to sportsbook.

For me, it’s more about finding a balance between showing a customer what is available elsewhere, while also giving them an offer that allows them to continue what they have previously enjoyed. A gamified model that has options across both sportsbook and casino, handing the power to choose to the customer, is something that is missing at the moment from a lot of offerings.

Yuval Mechoullam: Gamification today is much more advanced and connected. It’s no longer just about adding game-like features for fun; it’s about creating personalised experiences using data and insights. For example, we use machine learning to understand player behaviour and make gamified interactions more effective.

Looking ahead, I see gamification evolving to cover more than just retention. It’s becoming a key part of the entire player journey—from acquisition to social engagement—helping operators build stronger connections with their audience and delivering greater value throughout the lifecycle.

Q: How and why are free-to-play games effective in driving deposits?

John Smith: As someone who spent a decade building a company producing free-to-play games, I have seen first-hand the shift from brands seeing it as a nice option to have, to being an absolute must-have. Free-to-play runs through every part of the customer life cycle, too. Acquisition campaigns remain important, but what happens to a player after they have made their first deposit? Five years ago, an acquisition manager would have no interest in what happens in terms of retention, and vice versa. Now, both sides are pulling together.

Acquisition is only part of the journey and we need to know more about the customer – if they are primarily interested in sportsbook, what are their favourite teams, what is their demographic and what types of bets do they typically place? Free-to-play games can leverage that data, utilising it to help to remarket and retarget in the right areas. The seismic shift in free-to-play is this joined-up approach to player engagement, to maximise the value of the customer.

Yuval Mechoullam: Free-to-play games are highly effective because they engage players in a fun and interactive way without requiring an upfront commitment. These games create excitement and anticipation, drawing players in and keeping them engaged with the platform. Prizes from the free-to-play games can include deposit bonuses or other types of rewards, which can be unlocked only by deposits. This creates a direct connection between engaging with the game and making a deposit to claim the reward. At Smartico, we’ve designed these gamification tools to build anticipation and reward activity, creating a smooth and enjoyable transition from engagement to deposits.

Denis Kosinsky: Free-to-play games are the friendly "try before you buy" option that makes players feel welcome while subtly guiding them toward deposits.

I will now let you in on why F2P games are such a clever way to achieve players’ loyalty.

First, players get to start with no strings attached. They jump in for free, and that lowers the pressure to commit.

Second, players get to test-drive all the fun risk-free — no bets, no stress. That makes deposits feel like a natural next step.

Third, free games build player confidence round by round, similar to a workout that strengthens loyalty muscles. For example, when a player keeps winning those small rewards, they start feeling like they’ve mastered the game. Basically, they get a taste of success even before the real-money game begins.

The main mission of a casino operator is to motivate players to level up as they go. Let’s picture this: a player hits a bonus round in a free game and that logically makes them think, "Hey, I could do even better if I just invested a little more!" Trust me, players will jump at that sweet deal.

Q: What fresh forms of gamified content have impressed you recently?

Yuval Mechoullam: One of the most exciting forms of gamified content I’ve seen recently is the combination of gamification with storytelling. For example, campaigns that take players on a journey, where they unlock milestones as they progress, are both engaging and rewarding.

We’ve also recently launched a Christmas Calendar designed as a map-style advent calendar. Players can open a different prize each day, with some rewards unlocked by completing specific actions. It’s a fun and interactive way to keep players engaged throughout the holiday season while encouraging participation and activity. These kinds of experiences show how gamification can be creative, rewarding, and highly effective, and the best part is that it's all plug-and-play; the client doesn't need to develop anything.

John Smith: Free-to-play was always run as its own silo, with the result being that the head of retention picks up the baton and runs with it. We are now seeing a big change from a CRM perspective. The acquisition of Thunderbite by Xtremepush shows that we saw that evolution, where free-to-play reward games were going from push to pull.

Above the line promotions and daily retention games will and should always be present, but a lot more use cases are emerging where certain behaviour results in a specific reward game – a trigger-based campaign. It is not always about deposits, either. It can be a reward based on reading a responsible gaming blog, or anything else an operator requires. It is gamifying the whole customer experience and we are seeing a lot more embrace this holistic approach, providing people with personalised and relevant rewards.

Denis Kosinsky: I’ve been noticing some trends in gamified content lately that truly feel like a breath of fresh air. Players are more engaged than ever, thanks to some cool new features. Here’s what I’m seeing:

In-game competitions, social connections, and team play are the latest craze. These gamification tools create an interactive environment and perfectly resonate with what players are looking for.

Blockchain technology is taking the iGaming scene by storm. It lets players securely own and trade in-game items while earning crypto. Naturally, all of this bolsters player engagement.

AI-powered personalisation is another fresh gamification tool. AI learns the nuances of a player’s style and offers them exactly what they enjoy — and what they’re good at. Of course, this makes casino guests want to come back for more. An added bonus is that AI tools significantly simplify KYC checks. As a result, user identification becomes super easy.

Payment system gamification is also widely used these days. Yes, you read that right: payment becomes part of the fun! Naturally, this keeps players happy and excited to stay with you longer.

Let me now cover Advanced Bonus Deductions — that sounds fancy, right? This fresh tool gives players bonuses that feel custom-made for them. The process is automated. No hard work on your side — just bonuses that make players feel special.

Live achievement tracking is a good one, too. This gamification trick allows players to see their progress as it happens and get rewards right away. Fantastic choice to keep online casino guests motivated and engaged.

Q: How can a social approach to gamification help engage a younger demographic?

Denis Kosinsky: Want younger players to stick around? Make a game social — and let me walk you through it, step by step.

Build the crew. Create a space where players can interact, swap stories, and team up. That way, you're putting them in a comfy digital living room, only this time, everyone’s a winner.

Encourage them to spread the word. Make sure players show off their epic wins on social media. It’s basically setting up a viral marketing campaign where every player post is a free ad!

Help younger players get started. Teach them the game mechanics, make every step simple, and celebrate their progress with positive feedback. Don’t forget to give them a boost with rewards as they go — and your online casino will become their absolute favourite.

Bring on the friendly competition. Add leaderboards, team challenges, and rewards to make the game feel like a social sport. That way, you will keep the fun high and the competition higher. Players will keep pushing for that top spot, and the player engagement rate is guaranteed to follow.

John Smith: Trends are changing around leaderboards, with peer-to-peer competitions and in leagues with friends where prizes can be shared. A lot more community-type approaches are also being implemented, not only in a gamification context but also free-to-play, where the more people get involved the bigger an eventual jackpot prize becomes. We are also still seeing that encouraging a player to share their predictions, to give one example, means that operators are happy to hand out extra points that form part of an incentive scheme. It’s about encouraging people to become brand ambassadors across their social connections and channels.

Yuval Mechoullam: Younger players are naturally drawn to shared experiences and a sense of community. Adding a social aspect to gamification, like multiplayer challenges, leaderboards, or friend referrals, makes the experience more engaging and connected. We’ve seen how features like team competitions can boost participation and keep players coming back. Gamification isn’t just about individual rewards; it’s about creating a feeling of belonging. By encouraging collaboration and friendly competition, operators can better connect with younger players and keep them engaged.



Image credit: Casino Guru News

18 Dec 2024
12 min. read
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