Zona de Azar Malta – Interview: Katarzyna Pysz on Gamification Innovations at 3 Oaks Gaming

Malta.- December 23, 2024 www.zonadeazar.com With promotional tools becoming a standard across the industry, how have you diversified your offerings?

Promotional tools have become a standard feature, not only in the iGaming industry but across almost every sector. From earning loyalty points at the supermarket to receiving discount codes from online retailers, consumers are constantly being incentivised to return. The challenge lies in standing out. At 3 Oaks Gaming, we combine entertainment, surprise, and compelling design to create personalised, engaging promotional tools. By merging tradition with innovation, we draw inspiration from land-based casinos, lotteries, as well as modern PC games to develop intricate reward systems that resonate with players.

For instance, we developed Flip to Win cards, which mimic the beloved scratch cards found in the lottery sector. This tool rewards players after they uncover three matching cards as they progress through the game. It’s a versatile feature, enabling operators to tailor the frequency and type of rewards to meet different player preferences. For those seeking complex challenges and larger prizes, our Tournament Series offers multi-stage competitions where players qualify for a main event.

How do your specific promotional tools work to strengthen player acquisition and retention?

When it comes to player acquisition, free bet offers remain highly effective, and we’ve expanded on this with a variety of options. We understand that players want to feel respected and in control, which is why we offer flexible free bets that allow them to adjust stake levels. We don’t believe in offering the lowest bet levels, as some competitors do; if you’re offering a premium experience, you should treat your players accordingly. To put it simply: if you went to buy a Mercedes and were offered a Fiat, you wouldn’t be impressed.

For retention, we focus on immersive, long-term engagement through tools like Lucky Drop, blending multiple rewards to keep players motivated. With numerous winners and cash prizes, bet multipliers encourage higher wagers with proportionally bigger rewards.

Additionally, our Tournament Series consists of multiple tournaments qualifying for a grand event, rewarding players throughout. This structure encourages repeat participation and fosters achievement as players climb the leaderboard, keeping them engaged longer.

What metrics do operators and providers use to measure the success of promotional tools?

The success of promotional tools is measured through several key metrics. Player acquisition is the primary indicator—does the promotion attract players to our games over competitors’? We then assess session length, ensuring players stay engaged longer during the promotion. Gamification plays a key role here, using features that entertain and motivate players to collect points or progress through stages.

Another important metric is betting activity. Higher qualifying bets during a promotion signal increased engagement. We also evaluate whether specific promotion objectives, like meeting wagering requirements, are achieved within the campaign period.

Tailoring metrics to the audience is crucial when presenting results. For commercial teams, metrics like Gross Gaming Revenue (GGR) and Return on Investment (ROI) are critical, as they highlight financial impacts. For Chief Product Officers (CPOs), metrics such as player growth, new player acquisition, and longer gaming sessions reflect the overall effectiveness and player experience.

Finally, user feedback is essential for refining our promotional tools. Insights from players help us iterate on features to ensure they remain aligned with industry trends and player expectations, maintaining long-term engagement and satisfaction.

With 2025 just around the corner, how do you see promotional tools continuing to evolve?

The future of promotional tools is exciting, with endless opportunities for innovation and personalisation. One key area is social interaction, enabling players to chat and share progress, much like in land-based casinos, fostering community and excitement.

Customisation is another exciting avenue. Imagine players creating personalised avatars, similar to the Tamagotchi craze in the 90’s, which they nurture and develop through in-game achievements. These avatars could unlock new features, deepening players’ emotional connection to the game.

Looking further ahead, augmented reality offers thrilling possibilities. Picture a fortune wheel “jumping” out of the screen into a player’s living room, where they can spin it in real time to win prizes. With technology advancing rapidly, these ideas are within reach, promising a future where promotional tools are immersive, interactive, and truly memorable.

Edited by @pererarte   www.zonadeazar.com