Gamification is one of the most effective ways of creating and keeping up the interest among people. To put it simply, it is a marketing tool that helps promote your product or service through online games. The technology aims to increase sales by using quite unconventional methods. Within gamification, the developers carry out a thorough analysis of computer video games choosing certain concepts to implement them in a business project. To make this process successful, the entrepreneur has to undertake some preparatory work.
Table of contents
- How come gamification increases conversion rate?
- Gamification is based on three main pillars:
- IKEA ー example of the successful gamification case in business
- Gamification in online casino promotion
- Interactive Gambling Game from Slotegrator
- Frequent mistakes made when designing a gamification case
Step one: outline a number of goals you want to achieve with gamification.
Step two: analyse the personality traits of the target audience.
Step three: figure out what format would work for these people.
In such a highly competitive market, gamification will reduce advertising costs and increase customer traffic.
One of the main benefits of gamification is that this tool can simultaneously target both customers and staff of the company, thus maximally increasing the effectiveness of each of them. The technology will make it easier for customers to purchase products, as well as to interact with the company.
How come gamification increases conversion rate?
Today, gamification is one of the effective solutions for those business projects that are losing traffic. The audience is overwhelmed by junk information across the Internet. This technology allows you to visualize your brand and capture the attention of potential customers.
Gamification in business solves 4 key problems:
- customer attraction;
- the return of ex-users;
- customer retention;
- traffic monetization;
The attraction, retention and return are the basic principles of any online business. It is a certain range of actions taken at a time. However, if you want to have a prosperous business, you need to make it cyclic.
We can draw the parallels between the business principles and purposes of gamification. If integrated, they will provide the amplified result. Therefore, the process has to be systematic and sustainable.
Gamification is based on three main pillars:
- development of own customer loyalty program;
Loyalty program is a system of measures aimed at attracting and retaining new customers (discounts, promotions, bonuses, accumulation programs). It also involves the analysis of customer base (increase/decrease), as well as work with client's portfolio and constant communication.
From 2002 to 2006, the USA air travel had been experiencing a serious crisis – during that period they lost almost $20 billion. However, some air carriers managed to foresee and prevent this crisis. American Airlines is one of those.
In 2002, the airlines started the process of gamification by developing an incentive system of bonus miles, which to this day is in high demand among the various business projects all over the world (similar examples: US Army, M&M's Eye-Spy Pretzel, NikeFuel).
- employees engagement;
The company's staff is the face of any brand. If you want your project to be a success, you need to involve your employees in the idea. A striking example is Nike.
The company became one of the first in the world to develop a unique concept to increase the staff involvement, which later turned into 9-day team-building event. The participants were asked to re-live the history of the brand.
- the use of gaming strategies in business;
A good example of gamification – “Monopoly” at McDonald's. In 1986, the world-famous fast-food brand introduced an analogue of the famous game, which led them to increase the total amount of profit of $ 350 million in just one quarter. All is due to a significant increase of the customer flow.
Having analyzed this example, we can outline 4 basic principles of a gaming strategy:
- extra bonuses, surprises and gifts have a positive impact on retaining and attracting the customers;
- the game element will perfectly complement any brand;
- it is necessary to involve friends of the existing customers;
The easiest way to socialise is to develop the social networking applications. Today many companies are developing own mobile apps with built-in game mechanism to expand the target audience.
As an example – a fun quest from Coca-Cola offered in Stories of the famous app, Snapchat. It is a series of videos that simulate the process of skateboarding. During the trip around the city, the main character collects bottles with sweet drink, just like Sonic.
The main feature of the case is in the possibility of loss. The user has to tap the screen at some point to continue watching the video. Otherwise, the hero crashes, and the user loses. It immerses the users in the process and makes them feel like playing a real game. At the end of the quest, players are suggested to win some real skateboards.
As a result, Coca-Cola attracted more than 240 thousand unique users and about 7.5 million viewers. Of the above number of participants, 76% watched the Stories to the end.Nike, Cisco, eBay, Siemens, IBM, Microsoft, McDonald's, Coca-Cola have long used the method of gamification.
IKEA ー example of the successful gamification case in business
IKEA is a great example of a project to implement this modern technology to enhance the client audience. The IKEA stores are built on the principle of gamification, which is the type of a mixture of RPG (role-playing game) and the first-person games.
Each store provides for a clear route, which the visitors follow without even noticing. It's kind of a maze where you can't get lost. IKEA people describe it as the long natural way.
If you look at the game's map from the top, all the corridors will seem tight and square, however, in reality, the track in IKEA folds approximately every 15 meters. This creates the impression of a constant change of scenery and new events. At every turn, the buyers encounter something new and interesting.
As in any game, IKEA provides easter eggs. Their presence makes buyers think that they have cheated the system, although, in fact, they play the game more enthusiastically than other visitors to the store. Mazes of IKEA disorient and suggest moving only forward. This increases the chances to purchase the goods firstly unnoticed by the buyer.
Gamification in online casino promotion
The introduction of modern technology in your project will significantly increase its demand in the market and make it stand out among competitors as well as considerably expand the audience.
The main forms of gamification are:
Loyalty program. This scheme provides a number of benefits for the players: accumulated points, various prizes, special bonuses, gift coupons, etc. As a rule, online casinos create increasing levels of loyalty. Often they are named after flowers, precious stones or metals. According to the status and "level" achieved, the player gets a certain range of bonuses and privileges.
Tournaments and leaderboards. Many online casino operators organise tournaments to increase the competitive spirit among the players. The desire to gain superiority, be ahead of others, win promotional bonuses or credits encourages many players to take an active part in online gaming tournaments.
Missions and tasks. One of the quite new forms of gamification in online casinos are the cases offering to complete various missions. For each successfully completed task, the player receives a reward – bonuses, points, etc. Some online casinos turn this action into a real adventure with changing sceneries.
Today more and more online casinos introduce gaming in their projects. Let's have a look at some gambling websites that have successfully used the method of gamification:
Rizk Casino. The project features the game called Wheel of Rizk, where the players can win a wide variety of prizes. The main task of the user is to spin the wheel by clicking the button on the screen. “Wheel of Rizk” is divided into specific sectors each corresponding to a certain type of bonuses: free money, free spins, super spins, mega spins, and race points. What is peculiar about this case is that the player receives the prize regardless of the outcome of the game.
Kaboo Casino. Here the player has to go through a variety of adventurous missions and receive some nice rewards: bonuses, credits, real money, or a huge jackpot. Users can pick tasks and missions basing on previous favourites.
Ikibu Casino. It was the first online casino to introduce fascinating game travel and the gamified tasks. All the action takes place on Ikibu land, the home of Ikkisー blue creatures similar to monkeys. The task of the player is to found new villages by the winning in the gambling match.
If they win, the gamblers not only receive new lands but also they get the precious Seeds (the main currency in Ikibu Casino) as a reward. You can collect them, sell and exchange for the promo bonuses, free spins in the Ikibu shop.
Moreover, many gambling software developers create online games based on this innovative solution.
Castle Builder II slot from Rabcat is a great example of gamification in the gambling industry. The main task in the game is to build a virtual castle. Players can choose one of three characters to play the game. Each of them has different building skills. Castle Builder II also gives players the opportunity to select a region for the building. At the very beginning, the map will not be available, however, in the process of game, along with the increasing level of the player, they can access the new lands. The more a player builds, the more vivid designs they are offered: starting from the most typical houses to luxurious castles. What is more, the video slot provides for the reward system.
In 2006, the famous iGaming developer Microgaming introduced one of the most popular games ー Avalon. The slot is based on the eternal fight between good and evil. Along with the main character, King Arthur, the users will go through the thorny path of furious battles and victories on the mystical island of Avalon. Online slot machine has 5 reels and 20 paylines. Bonus system includes wild symbols, free spins and scatter symbols. Minimal bet is 1 coin, while the maximum is 50.
Based on 1986th Aliens movie, the company Net Entertainment has developed a themed video slot Aliens. The online slot machine has five reels and three rows with 15 paylines. The main task is to prevent the alien attack on the way to the Queen. The slot features three levels: The Search, The Encounter and The Hive. Each of them involves different goals, missions, functions, visual and sound effects. Once the gambler reached the first level, they can proceed to the next stage. Aliens involves extensive bonus system, accumulating multipliers, wilds, re-spins, free spins, and it features 3D graphics.
Especially for the FIFA World Cup 2018, Inbet has developed a betting game called Penalty. The game has 24 numbered sectors, each corresponding to certain parts of the football goal. The player's task is to guess where the goal will be scored. Penalty is not just standard betting on virtual sports. Thanks to the gaming elements, it looks more interesting and attractive to the customers.
The most effective platforms for promotion of your gamified casino-case include your website, social networks (Facebook, Snapchat, Instagram), and mass media. Depending on the budget and target audience, the operator can choose the most suitable advertising method of the case.
Interactive Gambling Game from Slotegrator
Slotegrator team has developed an interactive quiz for everyone willing to test the knowledge in iGaming. The game consists of 5 stages and 25 questions that are directly related to the gambling industry. After the game, the user can find themselves on the leaderboard among the other participants.
It is worth noting that the player has only one chance to play the game. This is because with one account you can play only once. This principle encourages the users to do the maximum on the first try. As for today, the Gambling Game has attracted more than 1 000 people.
Frequent mistakes made when designing a gamification case
Development of a successful gamification case requires a thorough preparatory work. As a rule, it includes technical design specification, information gathering, defining objectives, target audience analysis, etc. On the way to achieving the desired result, the oversights are a common practice. Let's consider the most common mistakes made by beginners when implementing the method of gamification:
- Put prizes and winnings first
Rewards should not be the base. Bonuses, points, and other prizes increase the motivation of visitors. They are necessary to stimulate the players to achieve the desired result. However, putting them in priority is one of the main mistakes.
- Complex game mechanics
Game mechanics are the core of the whole system. Those are missions and actions to be done by players. So they should be simple and easy to understand. Do not overload the game with complex rules and features.
- User-unfriendly interface
Quality, well-designed interface immediately attracts the attention of gamblers and will make them stay on your site as long as possible. Visualization is one of the main criteria when developing the gambling project with gamification.
- Inaccurate reward system
In the case of winning, prizes should correspond to the pursued goals of the player, their level and status in the game. The reward should serve as a motivation for new players and retain the regular users.
Summing up, we may say that gamification is a versatile promotional tool that requires lots of skills and knowledge. And in the casino sphere, it can serve as an addition to popular slot machines. Once you developed a gamification case, you will be able to surpass your competitors by offering the users the most interesting and exciting experience. In any case, the final choice is on your part. However, don't forget that the world is turning very fast and as Steve Jobs said, "Innovation distinguishes between a leader and a follower."