Industry News
The science of gamification
Andy Sekula, Head of Games at Kalamba Games talks about the science of gamification
Gamification is a term coined in the early noughties and is typically understood to be the application of gaming mechanics to non-gaming situations. For the online casino industry, however, the term can represent any gaming mechanic outside of the core game. For suppliers, gamification tools have become essential components of game design over the last few years. Endless time has been spent on trying to create the next big thing and improving the application of gamification tools in order to increase acquisition and retention rates, as well as the longevity of a title.
The traditional definition of gamification describes a science that aims to maximise enjoyment and engagement while motivating people to learn by using game elements. Dozens of books have been written about the topic exploring how the brain reacts to gaming components such as leaderboards, levels and progress bars in a learning environment. Simply put, when you achieve something, dopamine is released, lighting up your brainâs reward centre and encouraging you to do it again. This reaction is what makes gamification tools so effective across multiple industries, from language teaching and fitness apps, making it more fun to achieve your goals.
At Kalamba, we consider most of our game mechanics â certainly anything with RTP directly attached – as being core to the game play experience and not gamified layers âon topâ. However, we have introduced certain elements such as missions and achievements which look to extend the gameplay beyond that of a classic slot. By maintaining player advances in our missions or other in-game progression features, players can always return to where they left off and continue to strive for their goal. This has delivered substantial improvements in player engagement and retention within our titles.
However, as players get used to the existing gamification offering, they will soon start demanding more, especially as technology advances. So how do we ensure we fully utilise the science of gamification in the gambling industry as we look at developing these tools in the future?
We believe that operators and suppliers could work better together in sharing data to get a better picture of player preference. Operators have a lot of information that suppliers donât have access to, and vice versa, that could assist in the development process of a new title. Knowing your player and what makes them tick is key and with more data, we can improve the gamification tools offered in a game.
One thing that we believe is currently under-utilised in the industry is the possibility of adjusting the player experience to better match player preferences. The current offering is very much âone-size fits allâ, but with the technology currently available we will soon be able to dynamically segment players and better cater to their individual requirements.
We also think there are still many things to be learned from social gaming. One concept which has not yet been developed to full potential, for example, is building engagement meta layers within a supplierâs entire portfolio. This means adding another gamification layer buy introducing achievements and missions that are connected between different titles offered by a supplier. Meta layers somewhat resemble the way players help Super Mario on his quest through different levels and worlds to save the princess in Nintendoâs super hit. Including portfolio-wide features would greatly enhance the time spent on each session and ensure players come back to complete their missions.
In our view, gamification is not just a buzzword in the industry but will continue to be an important tool as the casino game sector evolves. Focusing on improving these layers of gamification will no doubt be on the top of our agenda in 2020 and beyond.
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The latest AskGamblers Complaint Service report for 2024 has officially been released. The comprehensive report highlights the most important accomplishments and records of the AskGamblers Complaint Service team for the previous year.
In 2024, The AGCS team (formerly known as AGCCS) managed to return $6,890,547.11 to players. Over 7259 players turn to AskGamblers, submitting complaints against 1114 casino brands. Out of all the accepted and processed complaints, the team had a 68% resolution success rate. One of the notable milestones that reached was returning a total of $70 million to the members.
Dijana RadunoviÄ, General Manager at AskGamblers, said: âItâs amazing to see the trust players put in us year after year, and weâre able to repay them by helping them recover their funds from operators or solve other related issues. Weâve had another successful year, with a few records broken and amazing milestones achieved and we canât wait to see what lies in store in the years ahead.â
The post Players Reclaim Close to $7M Through AskGamblers Complaint Service in 2024 appeared first on European Gaming Industry News.
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SlotsCalendar, a leading name and tastemaker in iGaming, has announced the second edition of the SlotsCalendar Awards. Winners will be announced during the iGC Malaga event in May 2025.
These awards are rapidly gaining significance in the iGaming world as SlotsCalendarâs steady growth, success, and player-centric mentality represent the communityâs interest.
Players have approximately a month to vote between the 10th of April and the 12th of May.
For its 2025 edition, the SlotsCalendar Awards Gala returns to the iGaming Club Conference in Malaga, happening on May 28th. The Awards categories for this year are as follows:
⢠Game Studio of the Year
⢠The Slot Everyoneâs Talking About
⢠Star Slot in the Making
⢠Casino of the Year
⢠Excellence in Bonus Variety
⢠Industry Standard in Responsible Gambling
⢠Live Casino of the Year
⢠Best Sports Betting Platform
⢠Best New Casino
⢠Best Crypto Casino
While the idea of iGaming Awards is not new to the industry, the SlotsCalendar Awards are unique for a simple reason: winners are voted by players from the entire iGaming community.
The uniqueness of these awards makes them particularly important in iGaming. Placing the decision-making strictly in the hands of the player is a fundamental shift in the iGaming community.
SlotsCalendar CEO Viorel Stan said: âItâs truly an honor and a privilege to see how our SlotsCalendar Awards have evolved. Last yearâs inaugural edition was a crowning achievement for us. It proved how vast and involved our community is, creating a level of engagement that made us incredibly proud. Being able to return to the iGC and reward some of iGamingâs luminaries in the name of the SlotsCalendar Community is beyond gratifying.â
The post SlotsCalendar Announces its Second Awards Edition at iGC Malaga 2025 appeared first on European Gaming Industry News.
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DigiPlus Interactive Corp. (DigiPlus) has won seven honours â including five coveted gold awards â at the 2025 Asia-Pacific Stevie Awards. This milestone places DigiPlus among the most awarded companies in the region this year, spotlighting its strategic growth and transformative impact across digital entertainment, social development and investor relations.
The Asia-Pacific Stevie Awards are the only business awards Programme that recognises innovation across all 29 markets in the region. Widely regarded as the worldâs premier business awards, the Stevie Awards represent a prestigious recognition of business excellence.
DigiPlus bagged five Gold Stevies for âInnovative Achievement in Growthâ, âInnovation in Investor Relationsâ, âExcellence in Social Impact Companiesâ, âInnovation in Annual Reportsâ and âInnovation in Corporate Websitesâ. The company also clinched Silver and Bronze Stevies for âAchievement in Product Innovationâ and âInnovation in Brand Renovationâ respectively.
At the core of these wins is DigiPlusâ commitment to innovation and digital transformation. From redefining the player experience through localised and immersive content, to launching a refreshed brand identity that resonates with a more connected and tech-savvy user base, DigiPlus has embraced a future-forward mindset. The companyâs calculated investments in big data, cutting-edge technologies and stakeholder engagement have not only fueled business growth, but also opened inclusive pathways to digital participation through its social development arm, BingoPlus Foundation.
âThis momentous victory at the Asia-Pacific Stevie Awards affirms DigiPlusâ emergence as a true powerhouse of innovation and progress, reshaping industry boundaries and redefining digital consumer engagement on a global scale. Through consistent growth and business performance, DigiPlus reaffirms its unwavering commitment to creating long-term value,â said DigiPlus Chairman Eusebio Tanco.
Winning entries in the Asia-Pacific Stevie Awards undergo a rigorous, multi-layered evaluation by an esteemed panel of judges composed of business and industry leaders across the region.
âThe 12th Asia-Pacific Stevie Awards received an impressive array of outstanding entries. This yearâs winners have clearly shown their dedication to innovation, and we commend their resilience and imaginative efforts,â said Maggie Miller, President of the Stevie Awards.
The post DigiPlus Bags 7 Wins at the 2025 Asia-Pacific Stevie Awards appeared first on European Gaming Industry News.
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