Alexander Kamenetskyi, Head of SOFTSWISS Sportsbook Speaks To iGaming Post
Gamification has become prominent in our day-to-day lives: banking systems, mobile apps, and even iGaming websites are using it. The sports betting industry is keeping up with this trend, as gamification can enrich the online betting experience and take it to a higher level. The SOFTWISS Sportbook shares this stance: gamification elements are already being implemented into the product, and the Head of the SOFTSWISS Sportsbook, Alexander Kamenetskyi, tells us more about it.
SOFTSWISS is promoting its plans for a ‘gamification’ of sports betting. What does it mean, and how does it apply to the product?
As a leading iGaming provider, we can not ignore the benefits of gamification. We are sure this has promise and will significantly impact the industry as a whole and online betting in particular. Sports betting interests thousands of people, and our goal is to make that process more engaging. Our vision for the industry through gamification is infinite. With our vision, we are constantly learning and finding new ways to improve the online betting industry.
The SOFTSWISS Sportsbook team focuses on developing new features because we want betters to enjoy their experience. Among our top priorities is the implementation of innovative ideas. This year we introduced multiple bonuses like Lootbox Bonus, Hunting Tournaments, and Freebet Booster to encourage player activity. These innovations help operators to motivate player activity, so we know we are on the right way.
Alexander Kamenetskyi
What advantages can gamification bring to online betting?
Since gamification positively affects player activity, it allows us to provide a quality product that fulfils the operator’s most essential needs. Based on our clients’ results, we can note that bonuses and other engagement features help increase player retention rates. And it has great importance because gamification elements encourage players to stay active. The more activity players show the more opportunities the operator has to manage players and the flow of bets.
With less dependence on specific sports events, the operator’s performance becomes more stable, and stability is what industry players strive for. Ultimately, it directly impacts vital business objectives: to minimise risk and make the business safer.
Alternatively, companies promote only concrete events and become dependent on them. We want our clients to avoid this situation and give them additional tools to attract and retain players.
What has been the feedback of those clients who already use these gamification tools? Which influence do they have on alterables such as player engagement or maybe company promotion?
We’ve gained favourable responses from our clients because they see this work’s results. And the convenience of using all the tools is the main positive point for the business, as I already noted. The gamification tools in the form of our bonuses work automatically; operators only need to set up bonus rules according to their needs and purposes. This approach enables our platform to be flexible and customise bonuses differently.
Moreover, we see possibilities to alter existing bonuses by introducing new and engaging features for players. The personalised approach for each player is the main advantage of this system. The system offers a reward equal to the average player bet, which means the prize that the player is interested in. We also work on collaborating with other various tools for player engagement to expand results and provide a high level of sports betting gamification for our clients.
Last month the SOFTSWISS Sportsbook introduced a new bonus called ‘Hunting Tournaments’. Can you explain the main features and which setting options do offer brands? What impact does it have on your gamification strategy?
As mentioned, every bonus we introduce is a part of our integrated system. The functions complement each other and allow operators to achieve different aims. ‘Hunting Tournaments’ is an exclusive bonus, and our platform was the first to offer it to clients. Players reduce the total amount of the prize pool with every bet. The more players bet, the more bonus points they earn and the more Freebets they can get. When the sum of all the participants’ bets equals the prize pool, the tournament ends. This feature is excellent for keeping things active for a specific tournament or sport, as it offers many customisation options.
Have you got any plans for new involvement instruments? How do the latest tendencies affect your choice of new features?
Among our plans are to continue working on more automated types of bonuses, as they are in demand among our clients and we believe they have excellent prospects. We also plan to soon introduce exciting innovations which are related to cross-product opportunities. Shortly we also have an integration with the SOFTSWISS Jackpot Aggregator, a completely new kind of cooperation in the industry.
All our innovations result from comprehensive work to identify and analyse clients’ needs. We keep a close eye on the trends and tendencies in the industry and add our experience and expertise to them. That is how we have developed innovative and flexible tools for online betting and its gamification. And we will keep abreast of the industry to discover new ideas further and offer exclusive tools!
