16th Feb2018

Gamification in Online Casinos: A Case Study

by James Smith

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The concept of gamification is cropping up more than ever before and even if you’re not aware of the term, it’s very likely that you have a good idea of what it entails. Despite the fact that there’s no definite definition of gamification, the basic premise centres around the use of reward systems, achievements and goals to add value to the overall experience and motivate the user to reach their required targets and goals – that can happen in anything from education to work life to fitness.

Whilst there a number of different types of gamification with a number of different industries incorporating it into their businesses, online casinos in particular are leading the way by incorporating various video game elements into their websites in addition to hosting the games they offer. How exactly do they do that? Below are a few examples of the most successful casinos who are currently employing gamification to good effect. Let’s see how these guys were able to turn playing games into a game itself.

Casumo Casino

​Casumo is an online casino which makes use of an in-game currency which can be cashed in for rewards and gifts once the user has accumulated the required amount of points. On top of this adventure-style promotional system, the layout of Casumo very closely resembles the types of games found on Facebook or mobile apps such as Clash of Clans and Candy Crush Saga currently very popular amongst online gamers – with the latter engaging almost 10 million users a day. With a scrolling side panel featuring a roll of honourur on the left of their homepage notifying you exactly who has won what and when, Casumo has a very social feel to it and is a good example of the incorporation of gamification within the online casino scene.

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Casino Heroes

The entire Casino Heroes website takes on the theme of a magical island where a dragon has stolen the king’s crown, and it’s up to players to retrieve it by completing quests, unlocking areas and collecting valuable rubies which can be exchanged for points and free spins. The entire site is split into three sections: Rock of Riches, Treasure Island and Mythical Mountains, each of which has its own sets of rules, games and achievable goals for the user. In addition to this, there are “boss fights” at the end of each level which become progressively more difficult as you advance – hardcore gamers will undoubtedly enjoy this particular element owing to the fact that boss fights are an ever-present feature and trope of video gaming.
Rizk

The main gamification element in online casino Rizk centres around the “Wheel of Rizk” – a wheel of fortune-style spinning wheel which gives users the chance to win bonus prizes as they fill up their personal “Rizk Power Bar”. Once the bar is full, the player is granted a free spin on the “Wheel of Rizk” and the rewards range from bonus spins and raffle tickets to real cash rewards and super money jackpots – the higher the level you achieve, the more lucrative the prizes become. There’s also the element of competing against other users, which the brand has addressed by setting up a “rizk race” feature, where players who top the leaderboards for slot games are rewarded with free spins and other prizes.

Why Gamification?

It’s important to explain that gamification doesn’t aim to create anything new – it simply amplifies the overall effect of an existing experience by borrowing elements and mechanics which are already familiar to – and favoured by – the user.

The added benefits of gamification with regards to online casinos include greater customer engagement and loyalty, potentially greater satisfaction too, and it is this which adds value to the user’s overall experience and increases the chance of repeated custom. With the online casinos who incorporate these elements currently receiving some of the best reviews to date, it’s no wonder more and more platforms seem to be considering making their websites more social and video game driven.
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