What is ‘Gamification’?
‘Gamification’ is the theory that applying gaming elements to a process will boost engagement and retention. It is commonly used in marketing to attract new customers. In the online and land-based casino world, the term is often applied to the introduction of video game-like features used in casino and betting games: such as well-known characters, leaderboards and high scores, promotional games and more.
Gamification is a theory that has long been used in business and in marketing to boost overall engagement with a product or service. It plays on studies that show people are more responsive to situations with a fun and competitive element. Making situations more like video games is a way to encourage involvement and also to raise satisfaction. Examples of gamification in the wider world include loyalty schemes with tiers for point collection, mini games offered by takeaways in exchange for discount codes and click and collect games that promote a service or product.
In the casino world, the term is often applied to the use of video game design and story elements in standard slot and table games. Adding extra features to slots games such as bonus rounds where the player makes decisions or moves through levels is a sure way to improve engagement with that game. Casino comp schemes online often use gamification techniques as well: players have to complete certain tasks to earn a loyalty reward, or take part in some quiz or puzzle to receive an entry into a prize draw. Sometimes entry into these promotional games will depend on the player’s wagering on a particular day or week, which makes the players more competitive and involved in the action. All of these techniques are designed to keep the players happy – and to encourage them to spend more time and money at the venue.