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The sports betting and iGaming market is as competitive as it’s ever been, and it’s only going to get more and more ruthless as time goes on. The amount of aggressive sign up offers thrown into the face of the consumer is dazzling, each one more impressive than the last.
The nature in which the industry operates has created a space where loyalty rarely exists. Too many operators concentrate on player acquisition, over retention.
There is money to be made when players are retained.
Offering free-to-play (F2P or FTP) games for your players keeps them engaged and active on your site. It makes for a much more exciting experience and can even help to push them towards paid gaming activities.
Let’s take a look at a few examples of some embedded games and why they’re useful for businesses.
Examples of Embedded Games on Pages
There are numerous free-to-play games at your disposal that will gamify the experience for players using their app and lead to increased engagement. They should also lead to an increase in betting velocity and pay to play users.
Here’s a few examples of some useful games that have brought in some excellent results for our clients and helped to personalise their players’ experience with them.
Slots
Slots are an incredibly captivating free-to-play game for players. They are highly dynamic and keep your players engaged with your brand. You can offer the player any number of free spins in order to build up points and use them for various bonuses. Furthermore, it opens players up to the opportunity to spend on your pay to play slots, further enhancing the thrill of the experience.
Scratch Card
Offering weekly or daily scratchcards allow players to win instant rewards, which is a really important aspect of free-to-play gaming. They also offer the possibility for players to win another one by completing specific requirements, like placing a bet for example. Your number of active players and bet frequency will see a positive impact with this type of game.
Penalty Shot
A highly dynamic and easy to play game that gives players the opportunity to win different prizes based on where they score their goal. In the lead up to big sporting events, this is a great way to get your players warmed up for the big game and increase their likelihood of placing a bet.
Higher or Lower
In this game, players are presented with a sequence of cards and must use their intuition to predict whether the next card will be higher or lower than the previous one. Correct predictions earn players points and prizes that can be used to access your pay-to-play activities.
Use cases
The majority of operators in the sports betting and igaming space will run into trouble when it comes to players hitting certain goals on their app or site. Retaining them and keeping them loyal is obviously the main one.
But things like creating an uplift in sign ups, improving LTV, and increasing average deposits should also be worked.
Every game has a different purpose and attracts different players. But here are three main use cases within the gamification process and how they benefit both sides of the party.
Personalised Bonuses
Personalisation is the name of the game. The quality of their experience using your app or website comes down to how unique it is for them. Every aspect of your offering should be personalised, even down to the bonuses they earn.
Use your wager history, preferred games, and other data that you have collected to understand the types of bonuses, rewards, or promotions the player wants to see.
Personalised bonusing not only increases player engagement and enjoyment, but also retention, encouraging continued gameplay through the personalised and unique gaming experience you offer them.
Pay-to-Play Promotion
A lot of these games are quite simple. However simplicity is what will win your players over and keep them wanting more. The more a player enjoys the free-to-play games, the more likely they may be to graduate to the paid version.
The exchange in value for the player has to be fully understood and shown to them before they take that leap. This is where clearly showcasing the extra benefits that come with pay-to-play (P2P) kick into action.
Promoting things like exclusive offers, increased winning opportunities, daily or weekly bonuses, progression boosts, and other aspects like these will catch a player’s eye.
You have to showcase the perks that come with becoming a pay to play player over remaining as a free-to-play user in order for them to make that jump.
Continuous Gamification
Given the amount of similar businesses operating in the iGaming space, and its aggressive nature of acquiring players at a very high cost, retaining users and keeping them playing with you is of utmost importance. This means that the experience should, ideally, never stop.
By gamifying almost every step of the way you are keeping your players engaged with you. It’s really important that you keep the gamified ball rolling.
Players can be given daily tasks or goals to hit in order to unlock things in their preferred games.
Strategic integration of simple games into your gamification process, while offering unique and personalised rewards will have an effect on your player’s experience and their engagement with you.
Overall, our customers have experienced a 50% uplift in sign ups, 35% increase in player LTV, and 14% increase in average deposits. This was all done through the use of gamification.
How to Create Your Own Embedded Game
Embedding your games can be done in a straightforward fashion. We encourage our customers to use an iframe as it is the easiest route to delivering gamified experiences for your players. Using iframes, our applications can be integrated to existing pages seamlessly. Using landing pages would mean you lose core features like navigation bars, terms and conditions, among others.
Iframing is a HTML element that loads another HTML page on top of the one you are already using. Essentially, it adds a page on top of the page the user ,or player in this instance, is on.
So on the operator’s side you would be inserting iframing codes and parameters to show the right game at the right time to the player, in highly personalised fashion. For the player, what they will see is the game pop up on the mobile app or website for them to play and win prizes and bonuses.
Here’s two simple steps to take when embedding a game on your site using an iframe.
Step 1: Insert the iframe HTML tag
To use an iframe we use the HTML tag <iframe> . It requires an SRC (source) attribute which specifies the URL of the HTML file to be embedded onto the page.
When working with us, we provide you with the URL that you need to get your game up and running. The applications can then be customised via backoffice, API connections to our customers servers, or by querystring parameters.
When inserting a game using Xtremepush, this is how the HTML would look: <iframe src=”url-to-tb”></iframe>.
Step 2: Establish the dimensions
Think about how you want your game to appear on the page when being used by the player. Where is it positioned? How big is it? And so on.
Once that’s established, you can start to add it to the HTML using width and height:
<iframe src=”https://www.yourwebsite.com/” width=”1200px” height=”300px”></iframe>
Our customers would insert this one simple line into their site and the game is now ready to go.
There is another small tweak to make in order for the game to be more personalised towards the user. This is done by passing the account to the URL, normally through the account/user ID by adding it to the end of the URL.
For example: ?a=username1.
Want to get your own game?
Get in touch with our team here to find out more about how we can help you retain and excite your customers with our brand new gamification and loyalty engine!
