Pinto, Diego CostaAntoniazzi, Gabriella Fernanda Navarro2024-11-082024-10-29http://hdl.handle.net/10362/174839Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe 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.engiGamingGamificationConsumer behaviourMarketing strategyOnline casinoOnline gamingmaster thesis203789024