Gamification is a word that may not be well-known to many people. For some, it may sound like little more than a trendy buzzword that has little relevance or deeper meaning. For the uninitiated, gamification can be described as using typical tropes from the world of video games and integrating them into other forms of life or entertainment. For example, the theme of scoring points in games is often a key form of gamification for consumers. This points-scoring system can be used as a motivational tactic (such as in fitness apps where the user is encouraged to beat their top score for certain physical activities).
In business, gamification is an increasingly used marketing tactic to encourage greater interaction with a product or company and promote consumer loyalty. However, in this article, the concept of gamification will be discussed concerning online gambling. Some key examples of this will be used to demonstrate how the gambling industry uses various methods to improve the overall experience that they offer and encourage repeat visits from gamers.
Accruing points in loyalty schemes
Points-based customer loyalty schemes are widely used in many forms of online business. Typically, the customer receives points with every purchase they make. Over time, these points accrue and can be used to purchase other goods using the points as a form of credit. This form of gamification is increasingly used in online casinos. For example, when gamers make a deposit at some online casino sites, they may receive points in addition to the funds they use for playing. Once these points reach a certain amount they may be used as payment for free spins on roulette wheels or as credit for some slot machines.
The use of gaming themes
Almost all video games revolve around a certain theme that serves to set the tone for the action that will follow. For example, horror games will feature dark and foreboding environments with spooky soundscapes and other scare tactics to excite and draw in the player. The concept of specific themes is also used in online casinos. For example, at Lucky Nugget Casino, the theme of settler-era America is used across the site with mining, prospecting, and aiming to find gold (in the form of casino jackpots) featuring heavily in the design of the site and the games offered. Games such as Fortunium Gold and Arena of Gold reaffirm this American settler theme with the thrill of trying to “strike it rich” governing much of the online action. By following a certain gaming theme, such sites build a coherent brand identity and elevate the overall experience of visiting an online casino.
Competitive elements in online casinos
Almost every modern video game will include some form of competition in its design. From trying to reach the top of the scoreboards to getting the most kills in competitive team death matches, competition plays a key role in generating excitement and repeat plays. Many online casinos now feature competitive play for their more experienced gaming customers. Some online casinos will routinely hold poker or blackjack tournaments where the aim is to progress to the final table and win as the overall competition champion. This creates a competitive spirit in gambling, increasing the excitement of the pastime and being increasingly popular with spectators who will watch the tournament stream to see who is declared the overall winner.