Deena Komisar, VP Marketing at Solitics, says advanced gamification is the key to unlocking better conversion rates, boosting retention and ultimately driving higher LTVs from loyal players

Do you think there is enough differentiation between online casino and sportsbook brands?

This is a very busy space with lots of brands making lots of noise with their marketing campaigns and bonus offers. This can make players feel bombarded. But despite all this noise and bombardment, the experiences offered by these brands are very much the same – I’d even argue there’s little difference between the brands themselves. Most operators use the same game providers, so regardless of which casino the player engages with, they often find the exact same games in the lobby. The same applies to sportsbooks – operators offer pretty much the same markets and because they have to be super competitive on odds, there’s very little difference in pricing between brands. So no, I don’t think there’s enough differentiation but, in reality, it’s tough for operators to find ways of standing out.

What does a solid retention strategy look like?

It comes down to offering players a unique experience that brings added value to their play. If operators can do this, the player has no reason to jump ship to another brand simply because they can claim a sign-up bonus. This means putting together a comprehensive strategy with cleverly mapped user journeys, points of engagement and interaction, customised communications, personalised rewards and, where possible, a feedback loop so that operators can optimise and refine the strategy. For me, operators that can deliver timely, relevant and captivating player experience will win the retention race.

Can you share an example of a retention campaign that brings all of these elements together?

A brand could come up with its own currency, with players awarded a “” a “diamond” each time they log in, make a deposit, play a certain game, hit a specific win multiplier, etc. These coins are accumulated, and then once a week, the player receives a personalised prize based on the number of coins they have collected – this could be free spins, bonus cash, spins on a prize wheel or even VIP club upgrades. Other ideas include surprising the player with a scratch card when they log in, interrupting a losing streak with a prize reel spin, launching a mini-game to introduce a new game and assigning the player a mission for the following day just before they end their current session.

This allows the casino to offer something unique and to create a long-lasting impression with the player. This is why Solitics is so passionate about gamification.

Why is gamification so effective when it comes to keeping players engaged with an online casino or sportsbook?

Social casinos have used gamification to engage players for many years – in fact, in most instances, it’s the main way they monetise players. And it’s proved to be a highly effective approach. Why? Because it creates anticipation, excitement and fun, even without the ability for players to win money. Delivering gamified rewards works in the social casino space because they are always deployed in real-time – and therefore don’t miss the mark, are native to the brand’s themes and colours, are contextualised to the player experience and always come as a surprise. Online casino operators can and should take the same approach to gamification – those that do will achieve the same high levels of engagement and retention.

How can operators take their gamification strategy to the next level?

Gamification has been used in the real money space for some time now, but only a small number of operators have deployed advanced gamification. This means having access to a rich library of widgets (think of this as a library of gamification games and journeys such as tasks, missions and tournaments) they can integrate into the player journey and experience, with the ability to personalise these to their brand or around certain themes and seasons. Next-level gamification also requires the leveraging of player data in real-time, using advanced data calculations, but also data such as wins and losses, current balance, etc. and historic aggregated data like average deposit and average wager.

Operators must also have control over the set-up of widgets especially the prizes, odds, playing frequency, number of games the player receives, etc. This is not only key to delivering experiences and rewards that add genuine value to the player but also to balance this off by ensuring a solid return on the retention budget being spent. Ease of use and rapid deployment are also critical for operators looking to level up gamification and unlock the benefits this brings.

What return can operators expect from investing in advanced gamification?

I’ll keep this answer nice and simple. Conversion, engagement and loyalty KPIs will all increase significantly simply because they can stand out from the competition and provide a superior experience to each player.

Popular iGaming content provider BGaming has made its debut in the Portuguese market in partnership with Solverde.pt, Portugal’s largest online casino.

The deal marks a new chapter for BGaming as it enters the thriving market, delivering its full portfolio of games to Portuguese players via online casino Solverde.pt. Popular releases such as Bonanza Billion, Wild Cash and Aloha King Elvis, are now delivering diverse gaming experiences which harness the power to captive Solverde.pt’s players.

Solverde Group is a household name in Portugal, with more than 50 years of experience providing top-tier casinos, hotels and leisure facilities across the country. Solverde.pt was launched in 2017 and now hosts more than 3,000 titles, including slots, crash games, roulette and blackjack, from the world’s most renowned providers.

This significant agreement demonstrates BGaming’s growing reputation across Europe, where it has also entered Switzerland, Bulgaria, Lithuania, Armenia and Slovakia so far this year.

Olga Levshina, CCO at BGaming, said: “We are incredibly excited to expand our footprint in Portugal with a trusted partner like Solverde.pt. This collaboration allows us to bring our innovative games to a new audience, delighting Portuguese players with ever-evolving features and new concepts.

“Solverde.pt’s strong reputation and deep understanding of the local market make it the ideal partner as we grow in this region.”

Sérgio Pascoal, Head of R&D at Solverde.pt, said: “We are thrilled to be the first ones to partner with BGaming and welcome their wide-ranging portfolio exclusively to Solverde.pt. As one of Portugal’s leading online casinos, it is essential for us to offer our players the most engaging and diverse gaming experiences.

“BGaming’s renowned titles perfectly complement our mission to provide cutting-edge entertainment and we look forward to growing together in the Portuguese market.”

BGaming is a fast-growing iGaming content provider converting gambling into gaming. Thanks to an expert team and a player-driven approach, the studio creates innovative and engaging products featured on reputable platforms and 1,600+ online casinos worldwide. BGaming is the world’s first to support cryptocurrencies and offer Provably Fair games. Today the brand’s portfolio includes 150+ products with HD graphics and a clear user interface for every device. The studio is also known for its brand exclusives created in partnerships with leading operators in the industry.

Evoplay, the award-winning game development studio, has strengthened its presence in Croatia by integrating its content with Admiral.hr, a leading Croatia casino operator.

Through the partnership, over 100 of Evoplay’s top-performing games, including Hot Triple Sevens and Inner Fire Bonus Buy, are now available to Admiral’s customers in the country.

Evoplay, known for its innovative approach to gaming, offers a portfolio designed to support player retention and engagement, providing Admiral with a competitive edge in the Croatian market.

Admiral, recognised for its trusted brand and extensive local reach, brings Evoplay’s high-quality content to an established player base in Croatia.

The collaboration reaffirms Evoplay’s commitment to becoming a leading supplier to the global iGaming industry and follows a series of prominent commercial agreements extending the studio’s reach in key European markets.

Ihor Zarechnyi, CBDO at Evoplay, said: “This partnership with Admiral represents an exciting opportunity to strengthen our presence in Croatia, a market with immense potential.

“By aligning with a trusted operator like Admiral, we’re able to bring our diverse portfolio to a new audience, creating fresh engagement opportunities. We’re excited to see how Croatian customers respond to our content and look forward to a successful collaboration.”