"GiftCode" was tested in the Brazilian market focusing on key areas to improve game performance, maximize player engagement and retention, increase revenue, and provide immersive experiences.
Press release - TaDa Gaming has developed its new set of marketing and gamification tools designed to enhance user experience and create an immersive gaming thrill. "GiftCode", the first tool to be launched, can be added to TaDa's portfolio of premium casino content without the need for operators to undertake any additional development.
With over 150 slots including fishing games, arcade bingo, and table games, all certified and localized by experts for maximum impact, the casino entertainment provider currently launches four new games a month, making its portfolio one of the fastest-growing available.
In addition to this impressive output, the team believes that further enhancing the game through gamification is key to long-term success. Developing, launching, and testing new player engagement tools has been a major project for the company based in Taiwan and Malta this year, where they have achieved success beyond expectations with "GiftCode".
Focusing on key areas to improve game performance, maximize player commitment and retention, increase revenue, and provide immersive experiences, the new tool was tested in the thriving and diverse Brazilian market.
The meticulously studied and designed gamification toolkit currently includes the tools "Win Card" and "GiftCode". They are designed to boost player acquisition, engagement, and retention, crucial for online operators. In a competitive market like Brazil, it is crucial to have unique, customized, and tailored add-ons to enhance the game with each spin and create immersive experiences that make customers return time and again. "GiftCode" was the first to be launched and quickly surpassed all key performance indicators.
"GiftCode" is a tool that makes the difference between a good game and a great game. It is a one-click gamification tool to reward players and a cost-effective way to increase registration, retention, replay, deposit increases, and overall loyalty.
Designed to be issued by operators and streamers, invitations are sent to a designated segment or audience, whether new or old players, VIPs or as part of a promotion, and through any channel. No additional integration is required. With nearly a 100 percent redemption rate to date, "GiftCode" has surpassed all key performance indicators.
With one click "GiftCode" will be added to any of the more than 150 diverse releases from TaDa Gaming. Currently, the reward is free spins, but GiftCode is flexible, so rewards can be tailored to the operator's choice, to a specific audience, and even to individual player preferences.
It couldn't be easier, faster, and more cost-effective to reward players than with "GiftCode".
Between April and June 2024, the content provider collaborated with 100 streamers and KOLs in Brazil.
By adding a random moment for the reward to activate, clear instructions, and a visible outcome. The excitement and immersion of the player increase and a sense of achievement is guaranteed with the addition of "GiftCode".
TaDa Gaming's account managers will organize the setup in about two business days, when the promotion will be ready to run. It couldn't be a more efficient or effective process with quick results.
The "GiftCode" from TaDa serves as a powerful tool to deliver rewards directly to players. With a simple process to access the promotion, a one-time application, and a record of use and bet level, rewards are instant, meaning players can fully trust "GiftCode" and operators can easily measure its success and evaluate ROI, player acquisition costs, and all other KPIs.
Ebba Arnred, Marketing Director and co-founder of Play’n GO, talks about the company's strategy to replicate in North America the success achieved in Europe, emphasizing innovation and quality-based partnerships.
Interview.- Play’n GO has been one of the leading game providers in Europe for over a decade, and its latest strategy is now to repeat that success in North America.
The marketing director and co-founder of the company, Ebba Arnred, believes that the quality of Play’n GO's portfolio, combined with solid and collaborative marketing that attracts an audience beyond igaming, is the winning formula.
Play’n GO collects awards faster than the reels of its slot machines spin. Last year, the innovative Swedish developer scored a hat trick of awards: "Slot Provider of the Year", "Mobile Provider of the Year", and "Game of the Year". Although Play’n GO has been successful for almost two decades, the last two years have been particularly exciting for the brand, as they mark Play’n GO's expansion into the U.S. electronic gaming market.
"Although each market is different, I would not say that our North American strategy significantly deviates from the European one, in that our goal remains to put the best possible online casino entertainment in players' hands for them to enjoy sustainably," says the marketing director and co-founder, Ebba Arnred, in a conversation with iGB.
Currently, Play’n GO is present in five U.S. states (MI, NJ, WV, PA, and CT) and in Ontario and Quebec (Canada). Partnering with operators like BetRivers, PlayStar, and, more recently, DraftKings, Play’n GO continues to spread its portfolio of 300 slot machines across North America.
Referring to Play’n GO's entry into the U.S. online gaming market, Arnred discusses how the well-established brand identity of the company allowed them to take their time to forge partnerships that reflect Play’n GO's spirit of a player-centered and quality-oriented experience.
"We entered the United States a couple of years ago, and I believe our growth in the market has absolutely justified our approach. From the provider's perspective, we have never believed it was a race. We have taken our time to understand the market state by state, and that is paying off. Now we are present in five states and closely follow the opportunities that arise as others move towards legislation."
"The goal has always been to find the right partners in the right markets to offer our portfolio of premium titles," she continues. "We fully trust the quality of our content, so we have allowed ourselves the luxury of focusing on establishing those deep and valuable relationships with operators that are necessary to succeed in the U.S. We are choosing the right partners and adding new ones each month."
Play’n GO has a mission to transform the online gaming industry by expanding into the world of entertainment. One of the ways the developer achieves this is by leveraging popular events in the markets it wants to infiltrate, using the resulting media coverage to generate brand awareness among a broader audience.
An example of this is Play’n GO's partnership with the F1 MoneyGram Haas team. Announced in November 2023, the collaboration "took much of the sector by surprise," says Arnred. "People are not used to seeing a game studio make such a high-profile, consumer-facing brand move."
The agreement makes sense for multiple reasons. "Firstly, it's about recognizing what the Play’n GO brand means to players. We are not just another content studio; casino fans around the world trust us to push the boundaries and create successful games. Players pay attention when they scroll through casino lobbies and see the Play’n GO logo because it immediately brings to mind many classics."
The partnership blurs the lines between the gaming and entertainment industries in more than one sense. Not only does it show Play’n GO emerging in the global sports marketing arena, but it also introduces the team's drivers, Kevin Magnussen and Nico Hulkenberg, to the electronic gaming industry. Along with the team director, Ayao Komatsu, both attended igaming events and spoke about their experiences as motorsport athletes on the panel sponsored by Play’n GO.
Although gaming and motorsport may seem like two opposite areas of entertainment, Arnred insists they are actually two sides of the same coin. She considers the partnership a "perfect match," uniting Play’n GO's fundamental values of safe gaming and high-value entertainment.
"Just like the markets we operate in, the MoneyGram Haas F1 Team belongs to a highly regulated industry where entertainment must be balanced with an absolute focus on safety and sustainability. We are obsessed with technology, and both industries are incredibly fast. The parallels are evident and, indeed, very interesting to observe."
And she adds: "The global reach of this sport and the growing popularity it currently enjoys in some of our key markets, especially in the U.S., meant that the MoneyGram Haas F1 Team partnership was too good an opportunity to pass up."
Each new regulated market offers new growth opportunities and a new group of players to attract. The boom in social media marketing has shown that the strategy does not necessarily have to be a product showcase. "Even as a B2B company, we have become a strong B2C brand," acknowledges Arnred and explains how simply putting your brand in front of more people can be enough to spark the interest of a new demographic.
This idea is something that Play’n GO has been using to expand in major igaming jurisdictions, leading to the collaboration with MoneyGram Haas F1. It is also something that DraftKings, one of Play’n GO's most recent partnerships, does well. Adept at using humor to engage its loyal followers on social media, DraftKings is one of the most popular and recognizable igaming brands in North America.
"Of course, DraftKings needs no introduction," says Arnred. They are essential if you want to reach a large part of the U.S. market, and it has been a pleasure working with them because we already agree on how we understand the audience and how we want to build for them in the future."
"We started working with them in Connecticut earlier this year, and since then, we have added New Jersey. They focus on providing their customers with the best possible experience, and we believe our content will play a very important role in the future."
Launched in December 2023, Play’n GO Music is the new musical division of the operator. Just as the partnership with F1 boosts the Play’n GO brand among sports fans, Play’n GO Music aims to increase brand awareness by transforming the soundtrack of slot machines—which, until now, functioned as a mere complement to the game—into a consumable product.
"For a long time, music, and audio in general, have been an overlooked component of casino entertainment. Most people treated it as something secondary rather than as an integral part of the overall experience," says Arnred.
"We have always been different in that respect. From the beginning, we have always invested in the musical aspect of our games, believing it was of crucial importance to the gaming experience. From the start, we knew there was a certain alchemy in building great slot machines. When it works well, each element combines into something greater than the sum of its parts. And music is really fundamental to creating those memorable experiences."
When Play’n GO Music was launched last December, the provider was already going the extra mile to make the soundtracks of its slot machines stand out. "Hugo Legacy is probably the best example of this: we worked with the Grammy-winning Czech Symphony Orchestra of Prague to compose and record 13 original tracks for the game," reflects Arnred.
However, creating a pioneering musical division in the industry has taken the operator's sound compositions to dizzying heights. "We find ourselves working with so many incredible artists in a very eclectic range of music, that we wanted to do something more with it than just include it in the titles. That was the origin of Play’n GO Music," explains Arnred.
The platform is an innovative marketing strategy that helps Play’n GO promote both new and existing games, such as the Gargantoonz series. "Gargantoonz was our first release from Play’n GO Music," explains Arnred. "The game is one of the most successful in recent years, and fans love its soundtrack."
"We partnered with Los Angeles dream pop artist KEANA to record a special version of Supernova, from the game. It has been a great way to introduce the title to a new audience and, at the same time, give longtime fans the opportunity to enjoy it in a completely new way." Play’n GO Music also offers remixes of the Reel Monsters soundtrack, compilation albums of iconic slot machine audios, and additional artistic collaborations.
In addition to releasing original compositions, Play’n GO has been using its Spotify platform to share the MoneyGram Haas F1 Team's playlists throughout the racing season. "We have collaborated directly with the team, from Nico Hulkenberg and Kevin Magnussen to the backroom staff, to create playlists with their favorite songs to get pumped up on race weekends. Fans can access them directly from the Play’n GO Music Spotify page."
"In addition," continues Arnred, "we have also released an exclusive single, Quantum Rush, in an unprecedented collaboration with EDM artist Humansion and the MoneyGram Haas F1 Team. The track is already very popular among fans and team staff before their races."
When asked about what players can expect next from Play’n GO, Arnred makes it clear that the best is yet to come.
