Slot suppliers are continuing to expand and develop their use of promotional tools as a way of driving engagement amongst players and strengthening retention levels for their operator partners.
Acting as an alternative way of providing users with captivating gameplay, in the first of a two-part special CasinoBeats spoke with Michael Tadross, Director of Account Management at Playson, Marcin Trafiałek, Promo Tools Specialist at Wazdan, Adam Wilson, CEO at Splash Tech, and Katarzyna Pysz, Head of Gamification at 3 Oaks Gaming, to find out how have suppliers worked to diversify their offering and create new ways for slot enthusiasts to consume their favourite titles.
CasinoBeats: With the adoption of promotional tools becoming a norm across the industry for suppliers, how have you worked to diversify your offering?
Michael Tadross: We offer one of the industry’s most diverse promotional tool suites, with five distinct features driven by seven separate mechanics. This variety allows us to deliver a wide range of engaging promotional formats across different player preferences.
To ensure compliance across the 20+ regulated markets we operate in, we have developed functionality that aligns with local rules, including opt-in/out options, automated age filtering, and fixed spins during promotions.
Innovation is at the heart of our approach and we constantly develop fun and diverse tools. One of our latest promo tools, Reel of Fortune, highlights our commitment to rewarding and entertaining tools, offering loyalty rewards and a coins collection system that keeps players engaged for longer.
While we are always striving to set trends in the industry, with exciting future releases, we also continue to enhance our classic promotional tools, such as the jackpot games.
Marcin Trafiałek: The key to standing out in a landscape where promotional tools are the standard lies in simplicity and efficiency at every stage of collaboration – negotiation, configuration, and execution. At Wazdan, we’ve engineered our tools to be user-friendly, ensuring seamless integration for operators while delivering captivating experiences for players. Ease of use is our hallmark, ensuring smooth cooperation and measurable gains for all.
Adam Wilson: As a supplier, it’s vital to stay abreast of industry trends and to meet the requirements of operators when it comes to player acquisition, retention and cross-sell.
At Splash Tech, we have invested heavily in creating mini-games that allow players to earn free spins on specific slot titles, and more recently to provide a vehicle to promote in-house exclusive games that help differentiate an offering from the competition.
These mini-games provide a risk-free way for operators to promote their games, and for players to receive rewards that enable them to test out unfamiliar titles. It’s about educating players and providing them with an incentive to try games they otherwise might scroll past.
Katarzyna Pysz: Promotional tools have become a standard feature, not only in the igaming industry but across almost every sector. From earning loyalty points at the supermarket to receiving discount codes from online retailers, consumers are constantly being incentivised to return.
The challenge lies in standing out. At 3 Oaks Gaming, we combine entertainment, surprise, and compelling design to create personalised, engaging promotional tools. By merging tradition with innovation, we draw inspiration from land-based casinos, lotteries, as well as modern PC games to develop intricate reward systems that resonate with players.
For instance, we developed Flip to Win cards, which mimic the beloved scratch cards found in the lottery sector. This tool rewards players after they uncover three matching cards as they progress through the game.
It’s a versatile feature, enabling operators to tailor the frequency and type of rewards to meet different player preferences. For those seeking complex challenges and larger prizes, our Tournament Series offers multi-stage competitions where players qualify for a main event.
CB: How do your specific promotional tools work to strengthen player acquisition and retention?
MT (Wazdan): Our Jackpot Rain tool is designed to keep players continuously engaged by offering a high volume of attainable rewards. This creates a tangible sense of achievement, making every win feel within reach.
Meanwhile, Mystery Drop empowers players with freedom of choice, allowing them to influence the outcome and rewards, heightening both engagement and satisfaction. Together, these tools transform engagement into loyalty and spins into wins.
AW: The most successful mini-games can be used as either acquisition or retention aids, and often both concurrently. With dynamic segmentation, gameplay can be adapted to a player’s placement in an onboarding journey; new players will see more enticing rewards encouraging them to cross the deposit line.
Existing players will see gamified reward journeys where they are encouraged and rewarded for return gameplay. All rewards are tailored to a player’s LTV, ensuring the right rewards are presented to the right user in real-time. In providing players with relevant, timely games that entertain and engage, suppliers of promotional tools can ultimately have a positive impact on the operator’s bottom line.
KP: When it comes to player acquisition, free bet offers remain highly effective, and we’ve expanded on this with a variety of options. We understand that players want to feel respected and in control, which is why we offer flexible free bets that allow them to adjust stake levels.
We don’t believe in offering the lowest bet levels, as some competitors do; if you’re offering a premium experience, you should treat your players accordingly. To put it simply: if you went to buy a Mercedes and were offered a Fiat, you wouldn’t be impressed.
For retention, we focus on immersive, long-term engagement through tools like Lucky Drop, blending multiple rewards to keep players motivated. With numerous winners and cash prizes, bet multipliers encourage higher wagers with proportionally bigger rewards.
Additionally, our Tournament Series consists of multiple tournaments qualifying for a grand event, rewarding players throughout. This structure encourages repeat participation and fosters achievement as players climb the leaderboard, keeping them engaged longer.
MT (Playson): Our promotional tools strengthen player acquisition and retention in multiple ways by offering a diverse range of engaging and rewarding experiences. For player acquisition, tools like free spins allow operators to offer free gameplay based on various qualification criteria, enticing new players to try our top slots. This tool also serves as a powerful retention and reactivation mechanism, keeping players engaged over time.
Additionally, tools like Reel of Fortune, Tournaments, Cash Blast, and Short Races enhance player experience by offering additional cash prizes, competitive gameplay, and the chance to win on top of organic wins. These features appeal to a broad spectrum of players, from high-value VIPs to casual players, boosting both acquisition and retention.
Our network-wide promotions further amplify these efforts by offering massive prize pools, providing fresh incentives and ensuring players remain engaged with exciting, high-reward opportunities. The 15-minute setup time for these tools, with no integration needed, also allows operators to quickly adapt to player needs and market trends.