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The influence of a gamification element on player engagement in online casinos: A study on long-term retention in iGaming
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Orientador(es)
Resumo(s)
The iGaming industry is experiencing an unprecedented expansion, driven by the power of the
Internet. That growth comes with both great opportunities for companies in this field, and the
necessity of understanding and optimizing marketing strategies to better fit user behaviour.
In this research, it is planned to study the influence of gamification elements, such as bonus
club, on the involvement and behaviour of online casino players and the impact of these
actions on the platform's financial performance, with a focus on the Swiss market. By
gathering data for the time between January 1, 2023 and April 24, 2024 — corresponding to
the platform's first full year of activity — we seek to identify patterns in player engagement
and financial performance; mapping user experience onto their exposure to gamification
incentives. By analysing the impact of these elements on key performance indicators such as
user engagement, bonus spend and profitability, the research aims to offer insights that can
contribute to the ongoing dialogue around effective marketing practices in the iGaming
industry, promoting engagement of users and reinforcing long-term retention methods.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
iGaming Gamification Consumer behaviour Marketing strategy Online casino Online gaming