**Operators are being encouraged to adjust their bonus strategies, focusing on rewarding “gameplay and winning” instead of just “depositing or losing,” as suggested by Alexis Wicen, CEO of Scatters Group.**
During the recent SBC Webinar titled ‘Reimagining Engagement: Retain, Engage, and Protect the Modern Player,’ Wicen emphasized the benefits of offering frequent smaller bonuses to extend players’ gaming sessions.
He explained, “Bonus offers on deposits incur high costs. By providing free spins, players have more fun and engagement, rather than the obligation of fulfilling significant wagering requirements. Often, with a 100% deposit bonus, players end up betting more and quickly exhausting their funds, which diminishes the enjoyment.”
Wicen advocates for rewarding players continuously with smaller incentives, aiming to enhance enjoyment through frequent dopamine boosts rather than one large initial bonus.
Graeme Powrie, Chief Commercial Officer of EEZE, concurred, noting that today’s consumers expect “on-demand entertainment,” and thus the regularity of smaller rewards should be more prominent. He highlighted the importance of understanding the target demographic because blanket promotions can be inefficient, revealing that only a small percentage genuinely engage beyond the initial bonus criteria.
Powrie suggested targeted campaigns based on demographic data to increase return on investment, acknowledging it might be more labor-intensive but ultimately more effective.
**The Game Experience**
Christian Melin, Chief Product Officer of Blixx Gaming, stressed the importance of keeping players engaged without needing them to leave the game environment for rewards or new game searches. “Many operators haven’t mastered this approach,” he noted.
Melin shared how Entain optimize player experiences by integrating features like leaderboards within the game view, avoiding disrupting the player’s immersion. Introducing game searches directly within the game window notably increased session durations by up to 13%, thereby generating more revenue.
Powrie added that customer interaction hinges on intuitive interfaces, cautioning against overwhelming design. Balancing sufficient information without cluttering the user experience is crucial.
**Incorporating Gamification**
The panel also discussed the growing role of gamification in enhancing betting products. Powrie advised that gamification should blend seamlessly with the product rather than complicating the experience with complex tasks.
Wicen agreed, pointing out that players expect ease of access similar to other apps, with features just a click away. Streamlining access to promos and bonuses enhances site enjoyment and playability.
Martin Collins, Soft2Bet’s Chief Business Development Officer, reflected on insights from the company’s Motivational Engineering Gaming Application (MEGA) solution. Different demographics require tailored gamified experiences, as complexity varies between casual mobile gamers and traditional casino enthusiasts.
Collins highlighted that MEGA has significantly enhanced user metrics, including quadrupling player screen time by adapting popular mobile game experiences into real-money titles.
To delve deeper into effective bonus management, gamification, and related strategies, you can watch the full webinar [here](https://www.bigmarker.com/sbc-webinars/Reimagining-Engagement-Gamification-as-the-Key-to-Transforming-UI-UX-in-iGaming-for-Evolving-Audiences-146840cbc693be8f08b8093f).