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How Gamification is Increasing Loyalty In the Gaming Industry

Gamification is one of the most powerful tools that a business can utilize for a variety of reasons. Gamification can be defined as the application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service. The online gaming industry is no different and utilizes gamification to help boost customer and user loyalty to their online casino or gaming website. When used in the correct manner, gamification can be powerful but if not used correctly then gamification can damage customer loyalty. Making sure to do research and not get too far off of track are some good rules to help harness the power that comes with gamification.

Gaming Industry and Gamification Go Hand In Hand

Gaming and gambling can be used interchangeably depending on the company you are in. Gambling and games go hand in hand as most games that are gambled on are in fact games. The only factor that makes most games different than gambling is incorporating the winning and losing of money. The users of an online gaming website enjoy games so intriguing them with gamification is easier than it is in most industries. Many people who play online slots for money do not do it for the money factor but rather play the games because they are fun and the stakes are raised when money is incorporated. The following are some ways that online casinos help increase customer loyalty and keep them coming back time after time.

Unlockable Games

This can be games or even guides to help with the games. A user who has spent a certain amount of money or won a certain amount of money should be able to unlock this type of content. This will keep a fresh spin on the games that you have and keep the player intrigued if they feel that the old games are getting a bit stale.


Having weekly tournaments can be a great way to get customers coming back on a consistent basis. Many people enjoy the thrill of competition especially when the winner brings home a cash prize. This can also generate comradery between players since often times, there is a lot of banter in online gambling tournaments.


If running weekly tournaments, having a points series can be a great way to generate buzz. For example, there can be 4 different seasons that correspond with the seasons. The person who has the highest placings throughout the season can be rewarded in some way. Generally most points series have a payout for the top 3 finishers. Scoreboards can also be kept for amounts of money won as people will strive to be the biggest winner for the month or week. Giving out prizes for the winners of these for their profiles is a good way for players to brag and see who is the most accomplished. Badges are another thing that players can show off to their peers much like in the Xbox game Halo where more accomplished warriors have more medals and achievements.

Set Up A Community

Players tend to like to banter when they are playing against others. Anybody with an Xbox Live account will be able to attest to that. Having players set up profiles and be able to talk to other players is a great way to keep them coming back. Often times people will want to play with the same players week in and week out. Some of them tend to think of it as “Tuesday Night Poker” but instead of friends coming to a home to play, they meet online and play at a designated time each week. Building a form of comradery between players is great for the experience and a great user experience means more users will come back for subsequent games.

As you can see, there is no one correct way to keep customers coming back to your online casino. Implementing different forms of gamification in many cases is one of the ways to reach out to your customer base as a whole. It is possible that a rewards and points system might not work for one person but for another it works great. Scoreboards can intimidate some while it can drum up some competition and when competition and gambling is combined, there is money to be made by the house as well as the winner of the competition. Use gamification correctly and keep customers coming back to your site and spending money with your business.

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