Gamification: Getting serious about play
Gamification: Getting serious about play
Gamification: Getting serious about play
By Kelly Ryver & Jennifer Szkatulski
June 24, 2020
Summary
Here Pelc examines the uses of gamification in the online casino sector and the potential it offers operators looking for better ways to engage with and retain players.
We have seen some benefits of gamification, but we have not yet seen the real benefits of an online gaming community maximised where players organically drive engagement amongst themselves.
Great implementation can be seen through provider initiatives like Yggdrasil's, which turns a losing spin into an opportunity for the player to achieve something else and where many operators draw the player's attention away from each spin's zero-sum result and towards a bigger goal with the use of tournaments.
It's only when players start planning their weeks around a virtual event in the same way as they would for 'raid night' or a 'clan war', then we could say we have seen the benefits of true gamification.
If our definition of gamification is simply adding a leaderboard to a slot interface and handing out badges with no value to the player, then no, players probably don't particularly want that.
We should focus more on the emerging trends, utilise the opportunity to experiment and offer games where players can build their experience, challenge one another in real-time, engage in community discussions and stream their experiences live to an audience of millions.
No. Gamification elements and engagement keep developing as our players and their consumption of entertainment do.
Are players demanding a gamified experience? What research has been done to identify that players want this?
Gamification has the potential to break the existing casino stigma that players do not engage socially because it is a private activity and that they do not want to share their wins and losses.
Gamification gives players who share an interest in online gambling a reason to interact and challenge one another in massive multiplayer communities.
Reference
Ryver, K., & Szkatulski, J. (2020, June 23). Gamification: Getting serious about play. Retrieved June 24, 2020, from https://www.casinobeats.com/2020/06/24/gamification-getting-serious-about-play/