Competition for screen time is greater than ever before and operators that fail to adapt to evolving player expectations risk losing their audiences. However, there are some cost-effective steps that brands can take to engage and retain their customers, according to Martin Collins, Chief Business Development Officer for Soft2Bet.
On Monday 9th December at 2pm, Collins will host a special SBC Webinar, which will see a panel of industry experts discussing the future of player engagement and retention, and how improved UX can drive performance. Ahead of the session, he shared some of his thoughts on the major challenges operators face as they try to adapt to the ever more advanced technology that consumers have in their hands.
SBC: What sort of UX issues are you seeing in the industry as device technology becomes more advanced and consumers become more accustomed to slicker online experiences?
Martin Collins: Mobile gaming has become the norm, raising the bar for user expectations. Operators face a unique challenge, not only competing with each other but also with countless online distractions such as social media and streaming platforms. This makes intuitive, streamlined UX more critical than ever.
Outdated designs no longer capture attention, while personalised experiences based on user behaviour have proven to drive engagement and loyalty. By focusing on easy onboarding, clear navigation, and thoughtful multi-brand strategies, operators can provide players with a seamless and enjoyable experience across platforms. It’s about creating connections that last.
SBC: How do these problems impact operators’ ability to engage and retain players in what is an increasingly competitive landscape?
MC: Operators face significant challenges in engaging and retaining players as competition for user attention intensifies. With limited time for entertainment, users gravitate toward rewarding and worthwhile experiences. While operators can use motivational tools to create feedback loops and drive engagement, they’re competing with everything from eCommerce platforms to social media for that same screen time.
Brands that fail to adapt to evolving expectations risk losing their audience entirely. Sticking to outdated methods not only drives players away but also eliminates the chance to rebuild trust and build lasting relationships. Staying relevant requires innovation, personalisation, and a commitment to meeting players where they are.
SBC: Are there cost-effective ways to combat these issues?
MC: One of the most cost-effective strategies is to focus on player retention. Encouraging players to return is much more efficient than constantly trying to acquire new ones. Motivational engineering can help create engaging feedback loops that keep players interested over time.
Simple and intuitive UX and UI design are essential. When players find it easy to use and enjoyable, they’re much more likely to keep coming back. The goal is to improve engagement at every stage while keeping costs low. Those interested can join the webinar on December 9th, where we’ll talk more about how these strategies drive real results and create better experiences for players. (Register here)
SBC: What sort of results have you seen from the implementation of gamification solutions?
MC: The implementation of gamification solutions has delivered impressive results, particularly when paired with a strong UX. These features maximize customer engagement, retention, and overall activity, driving significant value for operators.
For example, MEGA has seen a 65% increase in NGR, a 45% increase in ARPU, and a fourfold rise in screentime. Deposit-related metrics have also improved, with a 50% rise in deposit amounts and a 30% increase in deposit frequency.
Mobile apps have been a key driver of this growth. Around 75% of customers now play through native apps, which generate five times more GGR than desktop or mobile web users. Personalization and interaction are at the heart of this success, as seen with CampoBet Denmark, where more than half of players use the iOS and Android apps.
These trends are mirrored across other brands like Betinia, underscoring the critical role native apps play in boosting revenue and player engagement.
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The Reimagining Engagement: Retain, Engage and Protect the Modern Player webinar takes place at 11am GMT on Monday 9th December, when Martin Collins will be joined by Graeme Powrie (Chief Commercial Officer, EEZE), Christian Melin (Chief Product Officer, Blixx Gaming) and Alexis Wicen (CEO, Scatters Group).Register here to watch live, or on-demand at a later date.
