The Gamification of Marketing: Lessons from the Casino Industry

Gamification is one big facet of marketing. All industries use this strategy, and the Ice Casino Romania is one of the best examples of how gamification works in marketing. Today, we will talk about the best lessons we can learn from the casino industry as far as gamification is concerned.

What Is Gamification in Marketing?

Gamification in marketing refers to how the marketing campaign uses game elements to entice a person to participate and become a customer. Essentially, it is a two-way communication between the company and the target consumer where the target consumer gets “rewards.”

The main tenet is to make the person involved in the process. As a result, the participant gets rewarded for his time and effort. In the past, the usual advertising methodology was one way: the advertiser shows actors, or there is a script. As such, the viewer could do nothing but watch and listen. 

Now, with the internet, the target consumer can do things to become an active participant in the activity. To explain further, below are some examples:

• Quizzes,
• Leader boards,
• Contests,
• Digital puzzles,
• Spin-the-wheel promotions,
• Mini-games.

Any kind of campaign where the person watching the ad could do anything to interact with the ad is gamification. At this point, it does not matter if the viewer is a customer — what matters is that they interact with the ad. In time, this participant may eventually become a customer.

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Gamification: What We Can Learn from the Casino Industry

The casino industry uses several gamification tactics to market its products. The most obvious way is to allow the participants to play the games for free. In this section, we will look at several ways by which casinos increase their sales and conversion by this method.

Demo Games

The most obvious gamification strategy of casinos is the availability of demo games. Many casinos today offer their games in demo mode, which means that target consumers can actually play the gambling games for free.

These demo games use the same rules as the real ones, making it more than just a simulation. People interested in learning how the games work can use these demo versions for testing.

Furthermore, there is a non-monetary reward for the player. Any person who plays these demo versions can learn something — like how the game works or what strategies to best use to improve the odds of winning.

Loyalty Programs

Almost all casinos have loyalty rewards. All land-based casinos have a rewards system. Online, most casinos offer a VIP program.

In this program, each player who spends money to wager gets an equivalent point. For example, a player gets one complimentary point for every wagered $10.

The player now has a goal to accumulate as many points as he can. Once he has enough, he can swap these points for some goods. For example, they can swap the points for cash. Then, they can either withdraw the cash or use that again to wager in games.

In essence, casinos earn money from the player as this player wagers more. On the other hand, the player also feels “fulfilled” if he ever meets his goals to get more rewards.

Tournaments and Rewards

One common activity in the casino industry is slot tournaments. In it, slot machine enthusiasts will have to pay an entry fee. Typically, all participants have an equal amount of money to spin the reels.

The players who win the most money from spinning slot machines emerge as winners in the tournament. Their prize is a share of the prize pool, which is significantly higher than the money they used to enter the tournament.

Many slot machine fans participate in this tournament even if they know that slots are games of chance. They are fully aware that they have no control over the results of their spins. Despite that, there is a thrill involved because they never really know who gets lucky and who does not.  

Bonuses and Promotions

Finally, casinos offer all sorts of promotions to entice would-be players. The most common is a welcome bonus that does not require a deposit.

In this gamification, the casino offers the player free cash free spins, or both. The player now can place real bets — wagers that involve real cash, even if they did not make a deposit. They could also win cash. In the end, this player is very likely to deposit if he ever likes the games they played.

Final Thoughts

Gamification is now pretty much what many companies strive for when developing marketing campaigns. The days of simple ads are going away as more and more people want to be involved in the things they see online.

Gamification does not only work in the casino industry. It works in any kind of niche. The one thing that matters is the involvement of the ad viewer or the target consumer. If they spend time with the ad and want to become a social group, then it is likely that they will become paying customers one day.