The Power of a Positive Experience in iGaming

Operators still talk about “gamification” of igaming. And it’s a strategy, works for some segments for sure. 

But it’s just another tactic.

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More importantly, I believe our goal as operators looking to encourage “player engagement” is by ensuring that they have a “positive experience” on your site. And this doesn’t mean winning. It’s value for money. Entertainment value. 

Player satisfaction that they mainly got what they came for. I've built my brands by focusing on creating "positive experiences" for players. It's not just about winning (at all, actually). It's more about value for money, player satisfaction. 

That's why we don't PUSH (although we HAVE) games that we objectively rate as C- or worse. (why have “shit” (c- or worse graded) games? Some players love ‘em! Who are we to judge? Costs next-to-nothing to provide it as we have unlimited shelf space…unlike supermarket shelves, if you want vanilla-tinged flavored caffeine free diet Dr Pepper, hey we have it! (And it IS nice! For some)). 

While fine for some, given a limited window on our approaching infinite product inventory (limited both by the mechanics of the device and player attention spans), it's key to push games we know have a decent and objectively defined "grade" based on real player behaviour. 

In the grossest of terms, it’s like NOT putting footie-bets in front of avid horse-racing fans who NEVER bet on footie. Waste of time, attention and focus. 

For real players that aren't already "inner-directed," e.g., know what they want to play, putting the right game in front of them is key to keeping them "engaged" and ultimately satisfied. 

“Outer-directed” players need that guidance to the next game to try, the next source of that dopamine hit that keeps them playing and coming back for more. Then they start to trust our comms, our game recommendations, our brand, much like people look to Rotten Tomatoes or other third-party ranking in film recommendations. 

But unlike movie reviews, adding “rate this game” to every game after every play is “social proof” that will be skewed by their most recent experience (“I lost, I hate it”)--although they come back to it time and time again as they “secretly” ENJOYED the experience, win or lose. 

At it’s nuanced best, it’s a game recommendation tailored to the player’s behaviour following that of other similar players who, the data says, enjoyed their experience. Remained engaged. And ultimately become profitable players for the operator. 

At worst, it’s putting the top performing games in terms of player engagement in front of players you may know little to nothing about. 

Players don’t care as much about game “themes” or even volatility or RTP (if they even know what those things mean—most don’t); it’s what makes them FEEL they have received value for money entertainment, a small or large hit that didn’t waste their time. Thanks to your considered, intelligent and objective game recommendation. 

Guarantee this: putting your top graded games as your featured games or first in your lobby WILL result in a longer visit time. 

And in the casino biz, longer visit times are directly proportional to higher revenues. Some player may quest for that next “badge,” the unlocking of that special game or benefit as provided through “gamification.”  

ALL players respond positively to a positive experience. To quote Billy Joel: “it’s only human.”