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 brain’s 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 – certainly anything with RTP directly attached – as being core to the game play experience and not gamified layers ‘on top’. 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 don’t 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 ‘one-size fits all’, 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 supplier’s 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 Nintendo’s 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.
Industry News
The untapped potential of SEO in iGaming
With Filip Podborschi, SEO Strategist at The Unit
From our experience in SEO in igaming, there are a number of areas where we see room for improvement and common mistakes which can be rectified. Let’s take a look at these facets of SEO one by one, with our best tips for how to make sure you can maximise your search ranking and drive more volume to your website.
Keyword strategy
The first thing operators should do in this area is identify the best performing keywords that result in higher search volumes on each post. It’s pages that rank rather than websites, so you need a different search intent on each page, and that increases the list of keywords you’re ranking for.
The way to do this is by checking the search volume, and then implementing the keywords according to SEO best practices, which means having primary and secondary keywords and adjusting repetition accordingly.
The common mistake we see here is that companies don’t go into enough depth when conducting competitive analysis; especially when they’re new to the industry. Identifying what exactly your competitors are doing regarding SEO is harder than it looks, and it’s an area where marketing agencies tend to be quite lazy. They may use some tools which will show the standout competitors by algorithm, but they won’t crawl for long enough to ascertain what services they offer and provide a comparison with their client’s service. You need to find out which sites could be ranking better than you, and why.
We also see issues with the ranking of sites based on the user’s location. For example, you may have a website that ranks well in Canada, and when I as a user based in Romania search for that category, I’m not going to get the same list of results as a user who is based in Canada. The best thing to do is use a VPN to gauge how your websites are ranking and performing with your specific audience in your domestic geographical area.
SEO tags optimisation
With SEO tags, which are essentially the page title and description you see on the search engine results page, the page title has the highest ranking power. Google will first check the page title to get an idea of what the page is about and what searches it is relevant for. It will then check the H1 and the content, and it may look through the H2 as well.
A common issue here is some websites have templated SEO tags, especially for the inner pages, so it’s more of a formula within the code to generate a random structure. It is very obvious they are templated and that the operator doesn’t really care about the length.
The key thing with tags is to make sure your pages have titles that don’t exceed the ideal length. This is a big mistake if you get this wrong, and it is very important to optimise your titles. SEO tags can be optimised around keywords. Once doing so, it is very important to prioritise your main pages. If you have 10 pages as part of the main menu, then you should optimise those, before optimising the inner pages.
Identifying duplicate pages is also important, as well as making sure meta inscriptions include CTAs; those inscriptions don’t impact rankings directly, but they do impact the CTR. You have to do that without being too spammy though, so it’s advisable to avoid words like ‘sale’ or calls to “CLICK HERE NOW”.
Headings
Keywords must be implemented in headings; especially in H1s and H2s. Make sure not to overuse H2s and keep them optimised for content value.
If we structure the ranking power of the elements that are bringing results, we would optimise with the page title first, H1 second, content third and H2s fourth. It is better to have five H2s with three of them being optimised around the same search intent that is highlighted in H1, than it is to have 3/10 optimised around keywords. Too many H2s will just confuse Google about your search intent. You can have similar search intent as with H1s, and also have H3s and H4s to highlight value to the reader.
Interlinking strategy
Interlinking between pages is often missing. I’m not talking about interlinking from the main menu, as every page has the ability for you to go back, but I’m talking about interlinking within content, which Google considers to be much more important, because it cares about the relevancy. Google will consider pages with high-quality content as a higher authority page.
Our advice would be to implement anchor links on both branded and non-branded keywords. You should make sure there is an anchor link to the parent page. For example, domain.com/blog is a parent for domain.com/blog/igaming-seo.
It’s very important to have child pages linking to the parent page, passing authority to the parent page. Having that interlinked structure will pass more authority to that parent page.
To explain that in a little more detail, let’s say you have a sportsbook page with 10 more child pages that reflect a particular set of sports. Having each of those 10 pages optimised so they have some authority and linking them to the parent page would pass authority to that parent page. Parent pages usually have a keyword with higher search volume, and passing as much authority as you can to the child page is very important. Too often websites lack content on child pages.
The future of SEO and experience needed
Going forward, we see AI as one of the most significant developments in SEO. At this point, we are not able to rank user engagement in AI, and it is important to keep yourself updated with how Google is reacting to this.
Google in time may provide additional options if you want to be eligible for a particular set of results in that environment. Keep an eye on what features it will offer and the types of websites. Google may consider implementing specific types of results for betting, such as displaying odds or a comparison of odds from three or four sites at the same time.
With all these issues, it is vital to have the relevant experience on board, particularly when it comes to the skill of conducting very in-depth competitor analysis, and this is something The Unit can provide. Conducting competitor analysis is something we have done across several industries, and not just in igaming. The main strength you can have with SEO is to know your competitors inside out, and those skills can be adjusted based on your needs.
Industry News
IGT Expands Footprint in Spain’s ‘Salones’ Sector with Launch of New Multi-level Progressive Theme
International Game Technology PLC announced that its latest multi-level progressive (MLP) game, Diamond Mania, has launched in Spain’s Amusement with Prize (AWP) “salones” sector. Diamond Mania will follow the success of IGT’s Magic Fortune Link AWP game in Spain, a high-performing title that recently surpassed a 1000-unit deployment milestone.
“IGT is committed to growing its footprint in Spain by supplying researched-backed, market-attuned games that meet the player preferences in the region. Building on the successful deployment of IGT’s debut title for the salones sector, Magic Fortune Link, we are excited to expand our offering to include Diamond Mania, a unique multi-game jackpot that can help operators achieve excellent results and diversify their gaming floors,” said Maria Aldana, IGT Director of Sales Western Europe and Africa.
Specifically adapted for the salones market, Diamond Mania features four lively base game themes: Samurai Takeo, Majestic Stallion, Ramosis Treasures and Wish Mistress. Featuring proven mechanics for a highly engaging experience for players, Diamond Mania offers three special bonuses, a reel boost, a prize boost and a jackpot bonus, which can combine to activate the super games and mega games features and ultimately lead to the chance to win one of the four progressive jackpots.
Diamond Mania is available on the BINTIA 27-inch multi-game cabinet, which offers dual HD monitors and a topper option for casino-like styling. It features an ergonomic design, programmable LED lighting, vivid high-resolution graphics, an immersive sound system and can be configured with the TITO function.
The game will be exclusively distributed through Orenes Grupo, Spain’s salones sector market leader in operations and gaming machine distribution. Later this year, IGT plans to introduce Treasure Box, the Company’s third MLP developed specifically for Spain’s salones sector, which represents approximately 3000 gaming and bingo halls.
Industry News
Sportradar Appoints Behshad Behzadi as the Company’s Chief Technology Officer and Chief Artificial Intelligence Officer
Sportradar Group AG announced that Behshad Behzadi has been named Chief Technology Officer and Chief Artificial Intelligence Officer of the Company (CTO and CAIO), effective May 1.
As Sportradar’s CTO and CAIO, Behzadi will be based in the organisation’s headquarters in Switzerland and report directly to Chief Executive Officer, Carsten Koerl. Working collaboratively across the organisation, Behzadi will drive the usage and adoption of AI and cutting-edge technology to enhance its product offerings and roadmap to deliver hyper-personalised experiences for sports fans. Additionally, his extensive experience in leading initiatives aimed at improving internal operational efficiency will help optimise processes and drive innovation across the business. Sportradar has the largest global coverage of sports data, fan insights and betting liquidity. The usage of cutting-edge AI will help to drive the Company’s future efficiency and can create significant value for clients and stakeholders.
Koerl said: “We are proud to welcome Behshad, a world-renowned leader in harnessing generative AI and other advanced technologies, who marries a unique blend of technical expertise and business acumen. His proven track record in developing and commercializing product strategies to accelerate growth and innovation, as well as spearheading initiatives aimed at improving internal operational efficiency, will bolster our leadership position, keeping Sportradar at the forefront of technological advancement.”
With more than 20 years of experience, Behzadi is a distinguished computer scientist and recognised global technology leader with expertise in algorithms, search ranking, natural language processing, speech recognition, machine learning and generative AI. Behzadi joined Google Zurich in 2006 and has played a key role in Google’s AI-first strategy as co-founder of Google Assistant, Google Lens, Google Smart Display and the Next Gen Assistant, a breakthrough in mobile assistant technology with on-device Machine Learning. Most recently, he led Google Cloud’s Conversational AI and applied Generative AI initiative focusing on applying the latest AI advancements to reimagine and automate customer services and operations for large enterprises. Behzadi earned a PhD in Bioinformatics from Ecole Polytechnique in Paris and did postdoctoral research at the Max Planck Institute for Molecular Genetics.
Behzadi said: “Sportradar is an exceptional company and category leader operating at the global intersection of sports, technology and digital content. I am very excited to join an organization that pushes the boundaries on technology and puts a premium on innovation. I look forward to working alongside Carsten, the rest of the executive management team and their talented group of creators to continue Sportradar’s history of innovation as the Company enters its next exciting chapter.”
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