Have you ever heard of the term gamification? If you haven’t, now is the time to find out what this term means to the iGaming industry and how it affects casino players and their gambling experience.
This expression was introduced in 2002 by video game designer Nick Pelling, however, it was not accepted by the general public until 2010. Gamification refers to incorporating video game elements into other mechanisms that can be related to online marketing, employee training, and, in our case, casino games.
That said, to better explain the meaning of gamification, we created a short guide in which we’ll talk about its impact on the online gambling industry. We’ll also list several examples of gamification that you’ll find in some of the best Australian casinos vetted by our expert team.
Finally, we’ll explain how gamification improves the engagement and retention of players in online casinos.
What Is Gamification and Why Is It Important for the Online Gambling Industry?
People have always enjoyed playing video games because they provide entertainment and mental stimulation. The same can be said for casino games, which bring an additional dose of excitement since they incorporate monetary prizes.
Therefore, you shouldn’t be surprised that both the video game and the iGaming industry generate billions of dollars annually. In fact, the online gambling market in Australia managed to generate $4.5 billion in 2022, while, in the same year, Aussies spent $4.21 billion on video games.
The video gaming scene has always been developing in line with the latest technologies. On that note, after the incorporation of Unreal Engine, we went from playing simple simulations to enjoying complex open-world games with intricate narratives and breathtaking cinematics.
Seeing how lucrative the video game industry is, online casino operators saw their chance for improvement, which is why they started introducing innovations to their games, such as faster gameplay, high-quality graphics, live streams, mobile gaming, and gamification.
Gamification is the process of applying video game elements to casino games to improve the player’s experience and engagement. One of the first casinos to introduce gamification was Casumo Casino, after which other casinos started doing it as well.
The purpose of gamification is to enrich gameplay through compelling storylines, high-quality graphics, and a unique rewards system.
How Does the Application of Gamification Affect the iGaming Industry?
Gamification improves the gaming experience, which means players will spend more time playing their favourite casino games on a given platform. And, as you know, player retention plays the most important role in increasing the revenue of the iGaming market.
Moreover, by using elements of gamification, such as collecting points, creating leaderboards, and tournaments, casinos can build more dynamic reward systems that will attract a wide range of players.
Gamification is also beneficial for the online casino industry because it can be easily integrated, in other words, it can work on different devices, from PCs to smartphones. Plus, it provides access to more games, and it improves player satisfaction, which results in increased revenues.
Gamification Elements in Casino Games
Casino games usually incorporate the following video game elements:
- Points: Points are used to measure the player’s progress and to unlock new elements in the game.
- Leaderboards: Leaderboards display the position and the number of points of players or teams. Players can also use these boards to check their progress in a certain tournament.
- Missions: Missions refer to challenges that players must complete in order to receive a reward.
- Badges/Achievements: Badges represent rewards that players receive after completing a certain mission.
- Unlockable Content: After players reach a certain level, they will be able to unlock new content that can include new characters, new challenges, and different game modes.
- Tournaments: Casino tournaments can be organised every day, week or month. Likewise, they can be divided into several types, such as points tournaments, mission tournaments, or biggest win tournaments. Players can also create private tournaments.
That said, gamification casinos also stand out for their graphics and RPG elements.
Graphics
Video games and casino games have one thing in common – high-quality graphics. Namely, video game creators launch more and more demanding and visually advanced games every year, which means you’ll rarely find a game with a frame rate below 30. The same applies to casino games that adapt to video gaming trends whenever there’s a notable shift in graphics.
This synchronisation in graphics allows players to have the same experience whether they are playing games on a Playstation or at an online casino.
RPG Elements
RPG elements of video games, such as level-ups, decision-based bonus rounds, unlockable content, achievements, and complex storylines, are often represented in casino games. On that note, you’ll find numerous slots with mesmerising intros, epic soundtracks, and choices that affect the game outcomes.
With that in mind, let’s see how gamification is incorporated into different types of casino games.
Gamification in Slots
Gamified video slots include elements like exciting storylines, missions with multiple levels, and bonus games that are based on the player’s skills.
For example, NetEnt’s Gordon Ramsay Hell’s Kitchen is a gamified video slot whose story revolves around Gordon Ramsay’s cooking show. The game incorporates several bonus games where players choose their cooking team to compete against other teams. If their team wins, they’ll get the chance to play more bonus games.
Other examples of gamified slot games include IGT’s Sphinx, NetEnt’s Street Fighter II: The World Warrior, and Yggdrasil’s Vikings Go Berzerk.
Gamification in Live Dealer Games
Live dealer games are popular types of casino games because they offer interactive elements. For instance, players can change camera angles and talk to dealers and other players. In this way, they get the impression of playing in a land-based casino. This impression is reinforced by the fact that live dealers are filmed in studios that look like real casinos.
Gamified live dealer games can also include bonus games that will be activated after the player meets specific conditions. The most popular example of a gamified live dealer game is Evolution Gaming’s Gonzo’s Treasure Hunt Live. This game involves a human host who helps players discover the gold of El Dorado by going through the large, ancient map.
How Can Gamification Improve User Engagement
Gamification increases player engagement by using interactive and competitive elements that will motivate users to stay longer on the platform and to put in more effort to achieve better results.
These elements can include real-time leaderboards, which show which players are currently the best, time challenges, and prize wheels. We must also mention rewards based on missions that were created to provide players with a better playing experience.
For example, players will be rewarded with higher payouts or additional bonuses if they complete certain missions during gameplay, such as hitting a red 8 on roulette.
That said, another thing that increases engagement is collecting points that players use to unlock new missions and challenges. These points can also be obtained by completing specific tasks, such as placing $5 on a specific slot game. The more points players collect, the better the prize.
And finally, gamification helps casino operators implement more lucrative VIP programs to motivate existing players to remain loyal to them.
Perhaps the most exciting element of gamification is its possibility of adapting to new technology. Namely, as more and more casinos in Australia are adapting to cryptocurrencies, an increasing number of gambling platforms are turning to VR and AR technology to provide their members with an unforgettable gaming experience.
Gamification also helps casino operators implement more lucrative loyalty programs that will motivate existing players to remain loyal to them.
The Benefits of Gamification and Future Predictions
Gamification can benefit both players and casino operators. When it comes to the former, gamification will provide them with an enhanced gaming experience since it incorporates elements of video games, such as superior graphics, mission-based rewards, unlockable content, bonus rounds, and achievements.
On the other hand, by implementing gamification, casino operators will be able to keep players on their platforms longer thanks to competitive challenges, tournaments, leaderboards, and lucrative loyalty programs. Since gamification improves player engagement and retention, its application can contribute to the overall growth of the iGaming industry in Australia.
As for the future of gamification, thanks to the development of technology, we expect that more and more online casinos in Australia will follow the trend of inserting video game elements into their casino titles.
Furthermore, by using gamification tools, online casino operators will be able to rise above the competition as they will offer their players a unique gaming experience.
