Unlocking the Secrets to Successful Player Engagement in Slots and Beyond
For many businesses in iGaming, the goal is to find the perfect concoction of captivation and connection. Business targets and KPIs depend on a reasonable engagement rate with its games - it's the pot of gold at the end of the rainbow!
A reasonable engagement rate means user retention, user retention implies monetisation, and monetisation is what drives the industry forward.
Is there any secret to successful player engagement? Or is it all relatively self-explanatory? We managed to grab an interview with Andrzej Hyla, Chief Commercial Officer of Wazdan, who had this to say:
Every slot supplier wants to create games that users enjoy playing and returning to again and again. From superb mechanics to unmatched engagement features, ensuring your product is one that players return to is key to a successful business. While some games just hit the magic combination of it all naturally, there’s an awful lot of hard work that goes on to give titles the maximum chance of success.
From market research to proven retention features, we strive with every product to create an environment that players will love to be entertained in.
Benefits of Player Engagement
There are several benefits of player engagement in iGaming - it remains one of the most telling metrics for the success of an online casino, its live casino and slots, and its sportsbook offering.
In an exceptionally crowded online casino and sportsbook market, a game or application that keeps players returning is priceless.
Aside from the obvious financial incentives, one of the primary benefits of player engagement in slots is increased customer satisfaction. Players who feel engaged, appreciated, and rewarded are likelier to continue playing at the same casino over time. This helps generate long-term loyalty and drives up revenue.
The benefits of player engagement can also echo around the online casino community. There are plenty of forums and chat rooms brimming with keen gamblers, and word of mouth counts for a lot in this industry. When customers see how existing players enjoy themselves and continue playing at the same casino for extended periods, they are more likely to join in on the fun.
Trust is also an offshoot of player engagement - you can be sure that if you're retaining the same players, the brand is capturing the consumer's confidence, which is invaluable in the iGaming sector.
Strategies to Increase Player Engagement
While a lot of importance is placed on business fundamentals such as trust, conversion rates, user experience (UX), and service, there are several ways in which player engagement can benefit from dynamic promotional content.
Incentive-based schemes have proven critical for keeping players returning for more, but plenty of other strategies are on offer.
Here are some classic player engagement techniques across varying platforms that successful iGaming businesses pursue:
| Mobile Games | A mobile-specific approach by many companies to retention in Mobile Games is the humble push notification. For players that subscribe to receive personalised marketing, push notification is an effective method to retain players. |
| Online Games | Never underestimate the importance of competition among peers! Leaderboards are a great way to ignite a spark in rivals, whether it be friends playing a video game together or strangers on the web striving to be the best at their game. |
| Console Games | Many console games, including the likes of Activision's massively popular Warzone series, put a lot of emphasis on achievements and ranking up. The more XP points you get, the higher you rank. It depends on the quality of the game, but this technique can be a significant factor in player engagement. |
| eSports | The rapid rise of eSports has been aided by modern technology, such as streaming platforms, making watching professional matches or tournaments much more accessible. With increased viewership comes sponsorship, and sponsorship means prize money. Anyone can train to become an eSports player, so financial incentives are crucial to keep player engagement high in this field. |
| VR Games | Many VR game developers are open to embracing this format's social interaction element. Multiplayer modes allow players to collaborate, fostering life-like situations. The basic human instinct to socialise is a definite technique for player retention.Slot Games: All of the above! The beauty of the online slot is it can engage players by tapping into their competitive side, appealing to the general online casino community, or creating immersive games through competitions, prizes, and loyalty schemes. |
How they do it in Wazdan
We are dedicated to ensuring exceptional player engagement through an approach that centres around meticulous attention to detail. – said Andrzej Hyla – From game design to sound engineering, we strive to create slot games that are distinctive and unforgettable.
We go beyond the basics by incorporating innovative features that boost player engagement, such as Cash Infinity™, Sticky to Infinity™, and Collect to Infinity™. One outstanding example of commitment to player engagement is the highly popular 9 Coins™ series.
This series has garnered a worldwide following, thanks to its magical combination of Cash Infinity™ and unique game mathematics.
The same can be said about our promotional tools – Cash Drop & Mystery Drop™ – developed to keep our players on the edge of their seats by providing them with greater winnings and new ways of experiencing the best of our slots. We truly believe in the impact these tools have on player engagement, as they have been recognised by both the players and industry professionals, with the CasinoBeats Game Feature of the Year Award for the Mystery Drop™.
Additionally, we go the extra mile by offering players customisation options to enhance their gameplay experience. Our Freedom of Choice™ suite includes features like Chance Level and Volatility Levels™, ensuring players have full control over their gaming preferences.
With an unwavering focus on player engagement and the inclusion of captivating features, we endeavour to set new standards in the online casino industry.
Measuring Player Engagement
Account managers and department heads can monitor a specific product's success, or lack thereof, in several ways. Analysis can include daily active users (DAU), monthly active users (MAU), average session length (ASL), and retention rate.
However, dig deeper into the metrics, companies can uncover player characteristics, trends, and much more that can help shape a retention strategy!
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Time spent
One telltale sign of a successful product is the amount of time spent playing it by the average consumer. This data can provide insight into how often users return after initial playing sessions, inform decisions around which features to prioritise, how to design content updates, or even construct a schedule to release sequels. -
Amount of bets placed
An obvious metric is the amount of money spent on a particular game. Most online casinos have thousands of slots on their roster from the most prominent providers and developers worldwide. There is no shortage of options for the everyday online casino connoisseur.
If one game is drawing more bets from customers than its competitors, it is likely to have found the engagement sweet spot. It's the job of data analysts, and company heads to dig into the data and replicate it across other products.
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Number of sessions
An increase in the number of sessions by a player indicates they are having a good experience and are more likely to return for more. Tracking this metric is essential for understanding how engaged players are.
Are there any downsides?
Like anything involving habitual play, operators must find a balance between a reasonable engagement rate and a responsible approach. It is in the interest of nobody for issues like problem gambling or video game addiction to arise because of careless marketing or over-targeting.
Other potential cons of relying too heavily on player engagement rates include:
Player Fatigue:
You want to keep things fresh! Have you ever heard of superhero fatigue? Some viewers are experiencing these symptoms due to an onslaught of superhero movies over the last 15 - 20 years. The same can happen in iGaming!
Over-Relying on Engagement Rate:
Engagement rate is not the final destination! Depth of experience can be just as important as the numbers - it could ensure a longer-term retention rate.
Player Dismissal:
The player is always front and centre. Pay attention to other critical game development measures, such as creating a positive and welcoming player environment or providing optimal customer support. Prioritising the engagement rate over the player could have damaging effects over time.
Monetisation:
An engagement rate killer is players feeling like they are being taken advantage of or manipulated. It can't just be about money!
Final Thoughts
User engagement is the absolute diamond mine for all online casinos. As our Editor-in-Chief, Aleksandra Andrishak points out: "Player engagement in slots is the holy grail for online casinos. It drives revenue, but more importantly, showcases the ingenuity and excellence of the modern-day production values of developers in the market. These are exciting times."
She believes the potential to nail down player engagement could be one of the enormous benefits of the AI-powered revolution that is about to happen: "AI will allow operators to provide accurate recommendations and better understand customer preferences, meaning a more comprehensive range of titles tailored to their players' interests. It can also help operators understand how successful game strategies have been and what areas need improvement to increase player engagement and retention. The possibilities are incredible."
FAQ
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What are the key factors that contribute to player engagement?
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Quality content, game mechanics, rewards, incentives, and social interaction rank highly in important engagement rate metrics!
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How does player engagement change throughout a game?
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Generally, the more a gambler plays a specific game, the more likely they are to return. The less they play it, the more probable they will move on. It's that simple.
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What are the consequences of player engagement in game design?
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A positive or negative engagement rate can help developers tailor games to players' preferences and uncover potential issues for future releases.