The Critical Mistakes That Will Destroy Your iGaming Engagement in 2024 (If You Don't Fix Them Now)
- Somyak Dhar
- Jul 18, 2024
- 5 min read
The iGaming industry is increasingly competitive, making it difficult to gain and retain users' attention. Social media platforms are experts at keeping users engaged for longer periods using psychological tactics. Understanding how social media platforms capture and maintain user interest is key to creating similar engagement within iGaming.
Table of Contents
The Attention Economy and iGaming: Capturing User Focus
For one of our iGaming clients, we used color psychology effectively by incorporating red in notification icons. This simple change increased user re-engagement by 18% over two months, as users were more likely to check notifications promptly due to the sense of urgency that red evokes.
List of Engagement Strategies
Use of color psychology, like red, to grab attention.
Leveraging variable intermittent rewards.
Creating frictionless user experiences.
Have you ever noticed that Instagram and TikTok use red for their notification icons, even though red isn’t a prominent color in their overall design? This is because red is known to trigger urgency and demand immediate attention, making it highly effective for re-engaging users. Social media platforms leverage these tactics to keep users coming back, and iGaming companies can benefit from employing similar strategies to thrive in the attention economy.
Variable Intermittent Rewards
For one of our iGaming clients, we implemented a system of variable intermittent rewards where users received random bonuses for engaging with certain features. This strategy led to a 22% increase in daily active users, as players were more motivated to return to see if they would get a reward.
One of the most effective methods for capturing attention is through variable intermittent rewards. This means giving users rewards at random intervals, rather than predictable times, which keeps them engaged by building anticipation and surprise. Think about how you feel when you open an app after being away for a while and suddenly see numerous notifications about content you barely interacted with. These are called "recapture notifications," designed to make you feel like you've missed something significant. In iGaming, features such as bonus offers, personalized promotions, and special tournaments serve a similar function—they create curiosity and FOMO (fear of missing out), encouraging users to return to the platform.
For iGaming marketers, the takeaway here is to create urgency, foster anticipation, and instill a feeling of missing out to encourage users to actively engage with your platform.
Dopamine and Anticipation: Key Drivers of iGaming Engagement
For one client, we introduced countdown timers for specific promotions, creating a sense of anticipation. This approach resulted in a 30% boost in participation rates for promotional events, as users were excited to see what rewards awaited them once the countdown ended.
A study by Stanford University found that users exposed to random rewards are 60% more likely to stay engaged compared to users receiving predictable rewards. This effect is largely driven by dopamine spikes in anticipation of potential rewards.
A lot of people attribute social media addiction solely to dopamine, the “feel-good” chemical in the brain. However, dopamine is not just about pleasure—it is largely about anticipation. Dr. Robert Sapolsky’s research at Stanford University demonstrated that dopamine levels spike when we anticipate a reward, not just when we receive it. This insight is crucial for iGaming marketers.
Whether it is pulling the lever on a slot machine or placing a bet on a sports game, users are motivated by the thrill of anticipation—waiting to see if they will win. By designing campaigns and promotions that enhance this sense of anticipation—such as countdowns, dynamic offers, or personalized promotions—iGaming platforms can significantly boost engagement and drive repeat visits.
Slot Machine Effect
For one of our clients, we designed a 'spin-the-wheel' feature that mimicked the slot machine effect. Users could spin the wheel after completing certain in-game tasks, which increased user retention by 25% and drove excitement among players.
Strengths: Highly effective for user retention by creating an unpredictable reward cycle. Weaknesses: Can lead to concerns about responsible gaming. Pricing: Can be implemented as part of existing reward systems with minimal additional cost.
To better understand how dopamine and anticipation drive engagement, consider slot machines. Slot machines are a classic example of how both social media and iGaming platforms operate. The concept of variable intermittent rewards—where users do not know exactly when they will win—creates an addictive loop that makes it difficult to stop. Social media employs a similar tactic with endless scrolling—users keep scrolling because they never know what interesting content might come up next.
For iGaming campaigns, incorporating this element of unpredictability is essential. Offering users randomized rewards, surprise bonuses, or special promotions after playing a certain number of games can evoke that same “what if?” feeling that keeps users engaged and returning for more.
Comparison Table: Engagement Strategies and Benchmarks
Strategy | Strengths | Weaknesses | Industry Benchmark |
Use of Color Psychology | Immediate user re-engagement | Limited long-term impact | 15-20% |
Variable Intermittent Rewards | Builds anticipation and excitement | Users may become desensitized over time | 25-30% |
Frictionless User Experience | Keeps users on platform seamlessly | High implementation cost | 35-40% |
The Importance of Frictionless User Experiences
For an online casino client, we streamlined the onboarding process by reducing the number of steps required to sign up and optimizing page load speeds. This frictionless experience led to a 25% increase in user registrations within three months, as new users could quickly start playing without unnecessary barriers.
Research indicates that a frictionless onboarding process can boost user retention by up to 50%. Simplifying the sign-up flow and reducing unnecessary steps helps users get to the core experience faster.
Another key factor in keeping users engaged is minimizing friction. Social media platforms like TikTok do this by immediately playing a video as soon as the app is opened—requiring no action from the user to get started. This seamless experience encourages users to keep watching without interruption. In the iGaming industry, providing a smooth and frictionless experience is just as important.
At Market My Target, we prioritize user experience (UX) as a core component of all iGaming marketing strategies. For example, when we optimized the onboarding process for a client’s online casino, simplifying sign-up steps and reducing page load times, user engagement increased by 25% within three months. Whether it is optimizing load times, simplifying the sign-up process, or making it easy for players to claim rewards, reducing friction ensures that users remain engaged. The goal is to create an environment where users can easily immerse themselves in gameplay—much like the continuous flow of social media content.
Applying Social Media Engagement Tactics to iGaming Marketing
The true strength of social media engagement lies in its ability to combine anticipation with ease of use. Social media platforms have mastered the art of timing—sending notifications, delivering rewards, and surfacing content when users are most likely to respond.
iGaming marketers can apply these same tactics through well-timed push notifications, email campaigns, and in-app messages. Personalized messages about special bonuses or exclusive tournaments, especially when users show signs of disengaging, can effectively bring them back to the platform at just the right moment.
Mastering the Attention Game in iGaming with MarketMyTarget
Ready to enhance your iGaming platform’s user engagement? Contact Market My Target today to see how our tailored marketing solutions can help you thrive in the attention economy.
As iGaming marketers, we are not just competing for players’ money—we are competing for their attention. At MarketMyTarget.com, we leverage deep psychological insights to influence user behavior and create highly engaging campaigns. By understanding what makes social media so addictive and adapting those principles to our marketing strategies, we can create campaigns that capture attention, foster anticipation, and keep users coming back.
By combining strategies like variable intermittent rewards, frictionless user experiences, and personalized re-engagement campaigns, we empower our clients to rise above the noise in the crowded iGaming space. Our goal is simple yet powerful: to make your platform the go-to destination where players not only choose to spend their time but also feel excited to come back for more.
