As the US igaming market continues to expand, gamification has been described as a ‘necessity’ when it comes to enhancing games and engagement for operators.
Speaking to SBCAmericas, Peter Ekmark, CEO of PlayStar, emphasised that gamification can provide a new avenue for operators seeking to bolster engagement.
He stated: “Gamification is a necessity, there’s no two ways about it. It is something that we at PlayStar need, and something I believe the gambling industry needs too. To what extent? That is still to be determined. But it can act as a great way to enhance a game.
“I’m a strong believer in simplicity. I do think that over the next couple of months and years, we will begin to see a number of different ways to approach how we use gamification.”
Analysing the state of the US market and the prospect it presents for operators, he described it as ‘very unique’. The market will likely benefit from an increase in live dealer games, according to Ekmark who predicted the market’s continued evolution.
He added: “What is clear about the US is that sports are an inherent part of the culture, so we may see some companies link gamification tools to sports teams or sports betting in general.
“The gamification element may be that your NFL team is a part of the game; I can certainly see this being a concept that will be explored. Crash games have also become extremely popular with U.S. players. They are non-monetary, so it goes back to that search for entertainment that I mentioned earlier.
“I don’t think that there is one single trick that will help you engage, and ultimately retain, a customer. You have to have a bit of a mix. Simplicity really is the key and is something we look to achieve at PlayStar. We place a big emphasis upon creating the best possible player experience – we are online casino-only, and that’s something we remain loyal to.”
In terms of the most effective strategy, he emphasised that it really depends on which market each operator is looking at entering and there is no one way to approach the US.
He continued: “Land-based gaming in the US has been around for several years, and similar to the online space, is also very brand-led. You have a few incumbent players that have both an online and brick-and-mortar offering. Could they be the brands that gain the highest market share in the future? I’m not so sure.”
“There is plenty of room for exciting new brands in the US to make a name for themselves. It is a big market. I’d go as far as saying I think it will be the biggest market in the world. But to be successful, you must be bold, and you must take risks. Take Tesla, for example. The U.S. is known for its love of cars – there are so many different makes and models. But Tesla came along, brought something completely different to the table, and now it’s one of the best-selling cars not only in the US, but in the world.”
