Soft2Bet's Product Director Yoel Zuckerberg discussed the existing approaches to the gamification of gambling. His presentation took place at the WN iGaming Summit’24.
The main point from Zuckerberg was that VIP systems or loyalty programs for online casino players are gradually becoming outdated. In short, these systems offer various privileges such as higher deposit limits, faster payouts, exclusive bonuses, personal managers, and more, all based on the users' playtime and spending in games.
The executive notes that to keep the company's cash flow continuous, it should move in a new direction. It's crucial to establish a straightforward sequence of actions in the retention loop: players should not only spin slot reels or roll dice in craps for money but should play, as simple as it may sound. The idea is to offer gamblers something that will keep them engaged in the app for a long time.
According to him, gamification will allow content providers to reach a new level of long-term user engagement. It's the gameplay that will enhance retention and subsequently build deep audience loyalty. Ultimately, the overall revenue per user over their lifetime (LTV) will also increase.
In Soft2Bet's model, the retention function is fulfilled by extra points that are in addition to the main cash prize. These points have no real monetary value but grant gamblers access to free "social games" (the author does not provide a clear definition of this concept) within the casino or betting app, such as bowling or military and economic strategies reminiscent of "Monopoly." In these games, players also earn bonuses and rewards, incentivizing them to spend more on deposits, thereby closing the loop.
Why does it work? It's pretty simple: nostalgic marketing kicks in. Zuckerberg is convinced that every customer potentially dreams of returning to childhood or at least a brighter past. The company's task is to satisfy this desire by any means. Gamification is one such means. It evokes pleasant memories in players and, accordingly, creates a strong emotional connection to the brand. In essence, through these tools, online casinos or betting are no longer perceived solely as gambling entertainment.
Below are the main gamification mechanics used by Soft2Bet.
Collectibles
These include character skins, complete heroes, and avatars for casino profiles. In betting applications, you can collect athlete cards. They are awarded for account top-ups.
Bonus Shop
By completing side quests in these "social games," users earn coins. In this shop, they can exchange them for exclusive offers, such as a real deposit amount, free bets, free spins, and more.
Weekly and One-time Tasks
Again, each achievement provides extra points. A straightforward example: a user can earn 6 points by completing a task to spin 150 times with a minimum bet of 30 cents.
Arcade Shooting Gallery with Prizes
As Zuckerberg says, developers drew inspiration from the Japanese Duck Hunt for the NES from the 80s. The goal is for the player to shoot a moving duck. For hitting it, they receive a reward for the casino. Here, coins are needed to upgrade the shotgun.
Claw Machine Simulator
The chance of obtaining a valuable prize from this virtual gaming machine depends on the amount of deposits made.
Daily Random Winner Selection
All registered users automatically participate in the draw. The lucky winner receives a generous gift from the platform—a certain amount (which can be several thousand dollars) for further bets.
Leaderboards and Gaming Leagues
This competitive element replaces the outdated VIP system. Moreover, leagues are updated weekly, giving users more motivation to access the app and check their rankings and the rewards awaiting them.
Progress Bar with Milestones
Soft2Bet has integrated a feature reminiscent of a hall of fame with statues in the style of Ancient Rome into one of their projects. The more significant the player's financial contribution in the long run, the more items become available to them through points. For each statue unlocked, the user receives a reward from the developers—up to a bonus of $15,000.
Free-to-Play Strategies
Another case involves reconstructing architectural structures or building one's settlement. The principle is similar to the previous tool—you invest virtual coins and receive real money. In this scenario, gamblers become attached to the creations they craft. This is how games like Clash of Clans become addicting—you can improve your base infinitely, it's always under threat of attack, and you need to collect resources daily.
City building isn't the only option. Conditional story campaigns can also include elements of military strategies with PvP levels. Bonuses are awarded for victories in battles.
Mobile Runners
It's not hard to guess that the mechanics mentioned by Zuckerberg are mostly borrowed from classic mobile game genres. This also applies to runners. Soft2Bet implemented it as a seasonal event—Santa’s Slope. In other online casinos, the setting is adjusted directly to its style and promotion. The concept remains the same—the player tries to collect as many gift points as possible.
At the end of the presentation, Zuckerberg shared statistics with the results of integrating game mechanics into Soft2Bet's projects. However, the speaker did not provide specific numbers or game titles.
- NGR (Net Gaming Revenue) showed an increase of +65% YoY. To clarify, NGR is net gaming income from games after deducting all bonuses received by players, royalties to developers, commissions, and other operating expenses.
- ARPU (average revenue per user) increased by +45% YoY.
- The average time spent by a user in the app grew fourfold.
- The total number of deposits increased by +50% since the implementation of these features.
- The frequency of deposits increased by +30%.