Operators could enhance their approach by reevaluating how they use bonuses to engage players, suggests Scatter Group’s CEO, Alexis Wicen.
During a recent SBC Webinar, Wicen highlighted that while bonuses are essential, they should be used to reward “gameplay and winning” rather than “depositing or losing.”
Wicen explained: “Deposit bonuses come with a significant cost. Offering free spins provides more value and entertainment for players. They enjoy the actual gameplay of these spins. However, with a 100% deposit bonus, players are aware of the substantial wagering requirements. This often leads them to bet more than usual, potentially doubling their bets, and ultimately losing money as fast as they would have without the deposit bonus. Essentially, they might not feel an increase in enjoyment.”
He continued, “Rewarding players for ongoing play with smaller, frequent rewards delivers more frequent dopamine hits, likely resulting in more sustained engagement compared to a single large deposit bonus.”
Graeme Powrie, EEZE’s Chief Commercial Officer, supported this view, asserting that the modern demand for “on-demand entertainment” necessitates more frequent, smaller rewards.
Powrie also pointed out the exorbitant costs associated with bonuses and promotions, emphasizing the need to understand the target demographic.
He stated: “In the past, promotions operated on a ‘login and spend X, get Y’ basis for all users. However, it quickly became evident that 70-80% were simply logging in to take advantage of such offers. Lacking returns calls for leveraging data to pinpoint which segments generate value rather than an indiscriminate approach hoping for spikes in engagement.”
He concluded, “Targeted campaigns, although seemingly more labor-intensive, generally yield a better return on investment.”
**The Game Experience**
Christian Melin, Blixx Gaming’s Chief Product Officer, discussed the importance of retaining customers within the game environment for collecting rewards or exploring new games.
Melin noted, “Many do not take this as seriously as they should. A lot of work at Entain focused on presenting leaderboards and missions without disrupting the game’s atmosphere. Keeping players in the game environment instead of leaving to collect rewards is poorly executed by many operators. At Entain, we streamlined the game window and added a top bar for tournament standings.”
He added that introducing a feature to browse games within the game window improved session lengths by 12-13%, thereby increasing revenue.
Adding to this, Powrie remarked, “Listening to customer feedback shows intuitive navigation and appealing design are crucial, but it’s vital not to clutter the interface. Striking the right balance between providing just enough information and not overwhelming users is key.”
For more insights on balancing bonuses, gamification, and more, click [HERE](https://www.bigmarker.com/sbc-webinars/Reimagining-Engagement-Gamification-as-the-Key-to-Transforming-UI-UX-in-iGaming-for-Evolving-Audiences-146840cbc693be8f08b8093f) to watch the full webinar.
