Gamification is more than a “nice-to-have”, it drives substantial revenues and enables iGaming companies to keep up with technological advances, says Yoel Zuckerberg, Chief Product Officer at Soft2Bet.
Gamification is often mentioned as a feature that suppliers and operators should add to their product portfolio, rarely as a key component of their growth strategy that can drive substantial revenues to their bottom line.
Reasons behind this mode of thinking include:
tech development and integration projects can be costly and time-consuming,
companies may view their products and the revenues they generate as satisfactory, and
not feel the need to call on their tech resources to implement these features.
At Soft2Bet gamification has been a priority from day one. We call it Motivational Engineering: this focus on engineering is not accidental – technology is one of the main drivers of iGaming growth and we ensure we harness its power for the benefit of our partners. In addition, a strong argument can be made that the industry’s legacy platforms and lack of innovation are causing it to fall behind other mainstream online sectors.
Proof by numbers
So how does Soft2Bet’s Motivational Engineering benefit our operators?
Our Betinia brand operates in Denmark and Sweden, two of Europe’s most respected iGaming markets that demand strong legal and regulatory compliance from their stakeholders.
In the past 12 months, Betinia recorded a 65% increase in gross gaming revenues (GGR) when compared to non-gamified brands.
The adoption rate of the features was 60%, showing strong topline engagement from players.
On a more granular level, nearly half of the players who engaged with the features deposited larger amounts and deposit frequency was 30% higher.
Players’ lifetime values were also up: average revenue per user (ARPU) was up 70% for 50% of those who engaged with the gamification features and the GGR they generated increased by more than 60% compared to non-participants.
One of the reasons Motivational Engineering technology is successful is because it is fully integrated throughout our Player Account Management system and delivers a comprehensive gamification solution that produces impressive GGR, LTV and ARPU returns for our partners. This performance is the result of this seamless integration with our in-house platform, which includes our robust back office, dedicated games studio, payment gateway, and solutions tailored for both retail and online environments.
Motivational Engineering in practice
The Soft2Bet products that feature our gamification tools include Bonus Crab, a real-time claw machine with toy prizes that can be converted into bonuses and Betinia Stadiums, a highly localized gamification engine that links engaging sports with stadium building in different virtual cities.
City Builder type of game, our top solution, combines a Roman city builder with an online casino experience, while our latest feature BattleSlot is a next-level gamification engine that combines online slots with a card game and enables players to capture new territories by winning slots battles and receive bonuses for each win.