What are the top player engagement trends in igaming?

In 2024, the igaming industry places significant emphasis on player engagement as a response to increasing costs and elevated expectations for gaming experiences. Today’s consumers receive highly personalised content facilitated by machine learning (ML) models, artificial intelligence (AI) and automation.

However, the key to adding value for players and businesses lies not in the isolated use of tools but in a comprehensive approach that prioritises user convenience. It involves carefully selecting and employing the right tools for the target audience within a cohesive system.

Content diversity 

While some online casinos focus solely on offering chart-topping games, others diversify their game selection to engage players and prevent boredom. The broader the selection of games a casino can offer, the larger the audience it can attract.

According to the Kantar research conducted for the SOFTSWISS Game Aggregator in 2023, 73% of respondents marked the wide portfolio of games and providers as one of the significant criteria in choosing an igaming partner. SOFTSWISS highlights diversity in the Game Aggregator content strategy, aiming to captivate players with a wide selection from numerous providers. This approach enables players to explore over 20,000 games, enriching their gaming experience with a wide range of emotions and choices.

Socialisation

Tournaments provide a collective gaming experience. The igaming sector experienced significant growth during Covid-19 as people sought entertainment from online platforms while staying home. However, interaction with others – a fundamental human need – can also be achieved online. 

The SOFTSWISS Tournament Tool has proven to boost the average daily bets per user by 22%. It provides real-time updates on rules, leaderboards and ongoing tournaments. The tool facilitates tournaments across games from different providers and even extends to multiple casinos. It significantly enhances the user experience and deeply engages players by providing opportunities for competition and interaction beyond individual gaming sessions. Moreover, it is accessible for free to operators who use the Game Aggregator.

Additionally, another flagship SOFTSWISS product, the Casino Platform, continues to invest in its Tournament Service. Internal research indicates that the Tournament Service significantly impacts key online casino metrics, resulting in a two-fold increase in the deposit sum.

Social interaction is a key aspect of online activities, including igaming. Tools like livespins enable users to bet on a streamer’s outcome and participate in chat. While there is no option for updates or news feeds now, adding these features could mark the next phase of igaming socialisation.

Gamification

Jackpots have long been a staple of casinos, dating back to the 19th century, and now they seamlessly blend with the modern trend of gamification in online casinos. Today’s modern online jackpot campaigns powered by sophisticated jackpot systems, prioritise variety and personalisation. 

According to SOFTSWISS research, 90% of jackpot players use their winnings to keep playing, while only 10% withdraw. On average, players make a repeat deposit two times faster after winning the jackpot than non-jackpot players. Within seven days of winning a jackpot, the average bet sum increases to 150% and to 68% within 30 days.

The SOFTSWISS Jackpot Aggregator seamlessly integrates with the Game Aggregator, creating synergy among business solutions. This gamification narrative is reflected in unique bonuses like the Hunting bonus, Hunting tournaments, Lootbox bonuses and the Freebet Booster at the SOFTSWISS Sportsbook. 

Specifically, the Lootbox bonus enables players to open special in-game boxes to win free bets. This type of bonus rewards players and provides an extra thrill, enhancing their gaming experience.

Personalisation and automation

The overarching theme across all player engagement tools is the combination of automation and personalisation. These tools are highly customisable, with AI advancements simplifying content recommendations for users. This ensures they receive tailored suggestions based on predictive analysis of their behaviour, thus enhancing their overall experience.

Tatyana Kaminskaya, head of SOFTSWISS Game Aggregator, comments: “SOFTSWISS develops an ecosystem rather than isolated products or tools, understanding that players are more likely to stay loyal to a platform that meets their needs. This ecosystem allows players to simultaneously enjoy casino games, win jackpots, bet on their favourite sports, participate in tournaments and receive customised bonuses and content – all within a familiar interface.”

In the igaming industry, player engagement tools are evolving to better align with human psychology, leveraging automation and advanced technologies. This evolution emphasises a trend where the future of engagement is both technology driven and deeply human-centric as innovative tools emerge from the synergy between technological advancements and user needs.

About SOFTSWISS 

SOFTSWISS is a leading tech company in the igaming industry supplying software solutions for managing igaming projects. The expert team, which counts over 2,000 employees, is based in Malta, Poland, and Georgia. SOFTSWISS holds a number of gaming licences and provides one-stop-shop igaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.