Gamification is a powerful strategy across various sectors, and the growing iGaming industry is no exception. Incorporating gaming elements into sports betting and online casino sites can, for example, increase user engagement and retention, as well as being a differentiator in choosing a platform. In this article for GMB, inplaySoft analyzes the importance of the theme and provides examples of challenges and trends in the sector.
Importance of Gamification in iGaming
Increasing Engagement
Gamification can increase player engagement. Points, badges, rankings, challenges, among other playful elements, create an interactive environment to motivate users to engage more deeply. The experience becomes more attractive when they feel part of a game, which leads to longer stay times on the platforms.
Player Retention
Attracting new players is important, but retaining those who have already used a platform can be even more so. Gamification is a strategy to encourage users to return and stay loyal. Point systems that can be exchanged for bonuses or physical prizes, for example, help to build customer loyalty on a site.
Community Building
Through competitions and social events that promote interaction among players, gamification contributes to the formation of communities within iGaming platforms and increases the sense of belonging.
Enhancing User Experience
Gamification also helps make user interfaces more intuitive and friendly. Tutorials, missions, and real-time feedback allow players to learn and make the most of the platform.
Skill Development
Moreover, gamification offers players the opportunity to develop skills. Strategy and logic games, for example, can enhance users' cognitive abilities. Tournaments and competitions, in turn, can teach the importance of discipline, planning, and decision-making under pressure.
Examples of Gamification in iGaming
Loyalty Programs
Loyalty programs are one of the main elements of gamification used by sports betting houses and online casinos. Platforms can, for example, offer points to players after each bet made. These points, in turn, can be exchanged for bonuses, free spins, or cash prizes. Systems like this not only motivate players to bet more, but also reward them for their loyalty.
Challenges and Missions
Many platforms also propose daily challenges and missions to players. By completing them, users earn points or additional prizes. This strategy not only increases interaction but also encourages players to explore different aspects of the platform.
Competitions and Tournaments
Competitions not only attract players but also create a healthy competitive environment, where users strive to improve their skills and climb the rankings. Examples include poker tournaments, in which players compete for prizes.
Real-Time Feedback
iGaming platforms often use real-time feedback as a gamification tool. An example of this is the sending of notifications to celebrate players' achievements immediately after they reach new levels or complete a challenge. This form of validation is important to maintain engagement and encourage continued participation.
Personalization
Personalization can also be a form of gamification. By offering personalized game recommendations based on a user's betting history, the iGaming platform not only improves the user experience but also increases the chances of player conversion, as they feel more connected to the platform.
Challenges
As we have seen above, gamification offers various benefits for players and betting houses. However, we cannot ignore the challenges related to this strategy.
One of the main risks of gamification is the potential development of gambling problems. The competitive and engaging nature of the games can lead some players to bet more than they should. It is essential, therefore, that all iGaming platforms, but especially those that offer gamification elements, adopt measures to identify and assist players at risk.
This may include betting limits, notifications about excessive gaming behavior, and access to psychological support. Being transparent about the risks associated with betting is crucial to promoting a healthy environment.
In addition, regulations related to iGaming differ from country to country and are constantly changing in some territories. Therefore, platforms need to ensure that their gamification practices comply with local and international laws.
Gamification Trends
As technologies evolve, the trend is that new opportunities will arise for gamification in iGaming. Augmented reality (AR) and virtual reality (VR), for example, promise to revolutionize the way players interact with platforms in the near future.
Artificial intelligence (AI), in turn, could be used to further personalize the experience of players, offering game recommendations based on individual behaviors and preferences. Moreover, the integration of gamification in live broadcasts and game streaming should increase interactivity among players.
Gamification at inplaySoft
inplaySoft is a software provider for iGaming platforms focused on player engagement and retention. Therefore, the company offers a complete gamification package. Among other elements, inplaySoft provides tournaments, rankings, and tables, so that its clients have access to a full arsenal of gamification.
Gamification is also a solution offered by the company to keep its Brazilian clients engaged and loyal. In Brazil, which changed its legislation regarding iGaming in 2023, bonuses are prohibited, which presents a challenge for platforms operating in the country.
However, with the gamification package from inplaySoft, it is possible to engage players in Brazil, which, being the seventh most populous country in the world, is a golden opportunity for the iGaming industry.
Source: inplaySoft
The city of Goiânia/GO created a working group to choose a company to explore lottery games. To TV Anhanguera, the City Hall reported that the money raised will be used to pay for the subsidy of public transportation.
Like other Brazilian cities, Goiânia, the capital of Goiás, will also have its municipal lottery. The Municipal Chamber approved the project of councilman Léo José, in September 2023 that authorizes the city hall to create a local lottery.
At the time, there was a publication in the Official Municipal Diary (DOM) of the matter that establishes, “within the municipality of Goiânia, the municipal public lottery service”.
The project was sanctioned by the mayor, but there is still no date to launch the notice. The working group will analyze how to proceed with the tender and how the bidding will take place, whether through bids or mere accreditation of company or companies to explore the activity.
The text also brought the forecast of the permission to use “physical or virtual means for the capture of bets and commercialization of tickets”.
About the commission, it was created through an ordinance of the Finance Secretariat, with officials from the department, and the Administration Secretariat to prepare the bidding process.
The city hall, according to the report from TV Anhanguera, can profit from the concession to the company and keep part of the money from the bets.
Source: GMB / More Goiás
This Monday (4) occurred the third draw of the Trem das 11, a new product from the Lottery of Minas Gerais and the MSL Group (Mineira da Sorte Loteria). 762 people were awarded in the 12 administrative regions of the state and the maximum prize, with 11 or 0 hits, was accumulated for the next draw (day 9) at R$ 700 thousand in the Completinha - a ticket that gathers all bets and additional numbers in two tickets bought together.
In the last edition, 476 people were awarded for the drawn numbers and 12 regional prizes were delivered, one for each administrative region of Minas Gerais. With a disruptive format, the game offers various ways to win: in addition to the maximum prize for those who hit the 11 numbers, it is also awarded to those who do not mark any and there are 8 prize tiers among the 12 possible.
With 10 hits, 3 winners were awarded; with 9, 39 players; with 8, 330 were awarded; with 3 hits, 340 people; with 2, 35 bettors and with one hit, 3.
In the regional draw, the Trem das 11 also awarded players in the following locations: Divinópolis, Ponte Nova, Datas, Montes Claros, Unaí, Uberaba, Teófilo Otoni, Pedro Leopoldo, Três Marias, Gonzaga, Ribeirão das Neves, and Barbacena.
In this prize modality, the bettor who registers their ticket on the website tremdas11.com.br, if drawn, will have their prize doubled from R$ 1 thousand to R$ 2 thousand.
Following the success of the Scratch Card®, which has already awarded more than 600,000 people in 2024 and is present in about 2,000 sales points, the Trem das 11 also plays an essential role in raising funds for social government programs.
From the total net revenue, 21% are reverted to the Mineira Lottery and part of the value will be destined to income and employment generation projects, as well as supporting the creation of nurseries, hospitals, and social entities.
Accompanying the wide reach of the first product launched by the MSL Group, the Trem das 11 is already in thousands of sales points that sell the Scratch Card® and can be found throughout the state of Minas Gerais.
MSL – Mineira da Sorte Lottery Consortium
Resulting from a consortium between the two main global lottery providers, IGT and Scientific Games, with more than 35 years of experience and structure to operate lottery systems in more than 100 countries, the MSL also counts on the expertise of the national company SAGA BGI.
“We are a group with extensive experience in the lottery sector in Brazil and we are preparing significant investments in marketing. In addition, we count on the knowledge of leading global market companies”, says Roberto Quattrini, CEO of the MSL Group.
The segment continues to expand in other markets around the world. In Italy, IGT and SG launched the national instant ticket lottery in 2004 and increased sales from approximately USD 400 million to over USD 11 billion. In New Jersey (USA), IGT and SG jointly manage the lottery since 2013 and have seen an annual sales increase of 20% since the start of the contract.
Source: GMB
