You’re probably – if you’re reading this – you probably enjoy playing games at your favourite casino sites, but is your favourite casino site playing with you?
The answer is probably yes, and if you’ve heard the term gamification, this is how they are doing it.
Whether or not you accept this as just another marketing trick or you think it’s something a bit more sinister than that is up to you, but you’ll be hard pushed to find a site that doesn’t use gamification in some form or another.
What is gamification?
Gamification has been around for a long time, in fact, it’s been used as a sales and marketing principle – and other things – from long before it was named and systemised as it is today.
Simply, it means that game elements (it could be the design, it could be a competitive element) are used in a context that isn’t itself a game.
If you have kids, you have probably used gamification to encourage them to learn or behave in a certain way. If you’ve got a pet you’ve probably used gamification on them to monitor or modify their behaviour.
If you’ve been anywhere near a business in the 2010s or 20202s you’ve probably seen gamification and probably taken part in it.
Rewards: how gamification works in practice
The most obviously gamified elements on a casino site are collections.
Collecting points or prizes, perhaps that add up to trophies or other prizes, is one of the commonest gamification processes in the business world. Almost everyone does it: your local coffee shop might put a stamp on a card and reward you with a free drink when you fill it, for example.
In the casino world, it’s most often delivered via a loyalty scheme.
Loyalty schemes are common in almost all businesses and work very simply: the more you spend, the more rewards you will receive. And, so, the thinking goes, the more you will spend.
Cyber gaming is gamification on steroids
While a coffee shop relying on a card to play games with you is pretty low-tech, online businesses have a natural advantage in the gamification world: they are in the perfect place for game players, and have a super-adaptable set of tools with which to send messages to their consumers and receive messages from them.