Gamification is a powerful tool that increases engagement, motivation, and player loyalty by turning routine interactions into immersive gaming sessions. It pushes players to act via achievements, levels, rewards, and competition. Each feature on the gamification mechanics list gives a sense of progress and encourages active participation. Social elements and personalized bonuses—the unconditional gamification parts—strengthen brand connection and build a dedicated community. In iGaming, it helps companies maintain player interest and create a distinct brand experience.
Already Media believes that gamification is more than a passing trend; it’s a proven strategy for building lasting relationships with players.
In the new edition of Expert Talks, we had an in-depth discussion with our partners and experts at LalaStars. CEO and Partner at LalaStars, Mares Shamzhy, shared insights on how they successfully integrate game mechanics to improve engagement, retention, and player loyalty.
Gamification as a Core Strategy in Loyalty Programs
Already Media acknowledges that gamification has become an essential part of iGaming, spanning every sector—from game developers and casino operators to affiliate networks and advertisers. Companies actively incorporate game mechanics to strengthen engagement, retention, and player value.
We see that direct product affiliate programs actively use reward systems for partners. This includes car giveaways, reward stores with gifts ranging from gadgets to branded merchandise, as well as cash bonuses and various contests. This further proves that gamification extends beyond players and casinos to advertisers, partners, and affiliates.
LalaStars effectively incorporates gamification into its loyalty program. What specific game mechanics have you introduced to enhance player engagement and retention?
“At LalaStars, we have integrated a variety of gamification features to enrich the user experience. Our offerings include missions, daily Wheels of Fortune, achievements, a gift shop, in-game currency, races (mini-tournaments), and level-up rewards such as scratchcards, Wheels of Fortune, and loot boxes. These elements are to motivate users through tasks, quests, and rewards, ultimately fostering greater engagement and loyalty.”
Recent conversations underscore the significance of progression systems and leaderboards in gamification. How have you implemented these aspects on your platform, and what outcomes have they produced?
“We have developed progression systems whereby users earn ‘medals’ or achievements that, while they do not influence bonus costs, create a sense of accomplishment. This perception of progress helps to maintain user engagement, even when actual winnings are modest. Furthermore, our mini-tournaments or races promote a competitive atmosphere, encouraging players to participate actively. These mechanics have resulted in increased engagement levels, with users displaying sustained interest over time.”
Personalization is regarded as a crucial element of effective gamification. How does LalaStars customize game components to suit individual user preferences?
“We understand that our demographic, particularly those born in the late ’80s and early ’90s, has grown up with video games and is more inclined to embrace new mechanics and activities. By considering our users’ backgrounds and preferences, we craft gamification elements that resonate with their gaming experiences, ensuring a more customized and engaging interaction.”
Missions, Tournaments, and Advent Calendars
Gamification makes gameplay more exciting and directly influences user behavior. The main advantage is regular interaction with the platform from the player’s side. Various mechanics, such as missions, tournaments, and daily rewards, increase visit frequency, boost engagement, and strengthen player connection with the product.
Moreover, advent calendars and the Wheel of Fortune continue to be relevant in keeping players engaged. While they are not new, they still play a role in maintaining interest. Meanwhile, social features promote competition and interaction.
You have mentioned organizing missions and tournaments for players. Could you provide examples of the most successful events and discuss their impact on user activity?
“There is a clear relationship between a user’s frequency of site visits and ARPPU (Average Revenue Per Paying User). If you can effectively utilize “deposit traps” on the site, encouraging players to visit more frequently will increase profitability per user.
As part of our gamification strategy, we employ:
– Email and SMS reminders, which have a significantly higher open rate—8.2 times greater than the average promotional message—without negatively impacting users (spam).
– Rewards (achievements) for daily site visits, which incentivize users to maintain a streak of visits (the longer the streak, the greater the rewards). These rewards may include internal currency, achievements (medals), or enhanced deposit bonuses.
Another noteworthy example involves targeting audiences often overlooked by competitors, who typically limit their outreach to promotional emails—specifically, non-first-time deposit users. In all LalaStars affiliate projects, we focus on engaging these individuals in the gaming experience.
For instance, internal currency tournaments provide participants with the chance to win a tangible prize at week’s end. The costs for such tournaments range from €500 to €1,000 weekly, but they effectively acclimate players to the product, build trust, and encourage deposits.”
Advent calendars and Wheels of Fortune are well-received gamification tools. How do you incorporate these elements into your platform, and what feedback have you received from players?
“We provide a Wheel of Fortune that users can spin for free every 12 hours. This feature not only offers regular engagement opportunities but also acts as a reminder for users to revisit our platform. Feedback has been overwhelmingly positive, with players valuing the consistent chances to win rewards.”
Social interaction has long been emphasized in gamification. What social features have you implemented to enhance player interaction?
“While our current efforts focus on individual engagement through gamification, we see the potential benefits of social elements. By integrating features that allow players to interact, compete, and share achievements, we can further enrich the gaming experience. We are exploring ways to incorporate such social components into our platform to cultivate a community among users.”
The Future of Gamification in iGaming: Insights from LalaStars
Already Media monitors the way gamification evolves alongside new technologies. By 2025, the VR market in iGaming is expected to reach $22 billion, while AI solutions will become a standard for content personalization and player behavior analysis.
By 2026, AI spending in the industry is projected to exceed $300 billion, further expanding its role in automating support, providing better security, and adapting game mechanics to player preferences.
Recent research indicates that gamification is continuously evolving. What new trends and technologies do you intend to implement shortly? Which aspects might lose their effectiveness?
“The iGaming sector is in a constant state of evolution, and remaining competitive necessitates adaptability.
- AI-Powered Retention Tools: We aim to enhance our AI solutions to gain smarter analytics, deeper insights, and improved conversions.
- Advanced Gamification: To maximize player engagement, we plan to introduce new levels, exclusive bonuses, and exciting quests. More details will follow.
- Enhanced Analytical Tools: This year, our partners will have access to more comprehensive statistics and forecasts for quicker, more informed decision-making.
- Updated Features, including:
– Time-Sensitive Welcome Bonus: Addressing the Hesitation Problem
– Risk-Free Bonus for Casino Players: Alleviating First-Time Deposit Anxiety
– Personalized Game Recommendations with AI: Improving the Player Journey
– AI-Powered Outreach for “No-Deposit Users”: Converting Interest into Action
Virtual reality (VR) and augmented reality (AR) can offer more affluent, more immersive gaming experiences. At the same time, artificial intelligence (AI) will assist in creating more tailored rewards and challenges for players.
Moreover, blockchain technology is another area of focus, as it can facilitate secure in-game transactions and decentralized reward systems. Conversely, traditional loyalty programs that rely solely on static points or bonuses without engaging mechanics may become less effective. Players increasingly desire dynamic experiences that adapt to their behavior, and platforms that do not innovate will likely struggle to retain user interest.”
How do you evaluate the success of your current gamification strategies, and what metrics do you utilize?
“We find that approximately 43% of our users engage with gamification mechanics at least once per session, with VIP players comprising 29% of this group. Furthermore, players who engage with gamification features visit our platform more frequently—averaging 3 to 3.5 days per week, compared to two days for non-users. These metrics suggest that our gamification strategies significantly enhance user engagement and retention.
In addition to engagement metrics, we also analyze the effect of gamification on user retention, average session duration, and spending habits. For instance, players who take part in our missions and tournaments tend to remain active longer and exhibit a higher lifetime value. We assess challenge completion rates, redemption rates for in-game rewards, and user feedback to improve our approach continuously. We can optimize our gamification strategies by leveraging these insights to ensure they remain relevant and appealing to our audience.”
Is Gamification A Perfect Winning Formula?
In summary, a well-structured gamification system is an integral part of a successful loyalty program that will turn casual players into loyal users. A carefully designed progression system with achievements and personalized rewards makes gameplay more than just entertainment—it guarantees a long-term interaction with the product. This increases player activity, improves retention, enhances player value, and strengthens brand connection.
For casino operators, advertisers, and affiliate programs, this leads to better revenue, higher LTV, and better conversion rates. Modern gamification mechanics build an entire ecosystem where each player’s interaction drives further engagement, creating a loyal and active audience for the brand.
