“Gamification. That’s where the growth and retention are. That’s innovation” – SiGMA Balkans & CIS Summit
Day 2 of the inaugural SiGMA CIS Summit in Limassol, Cyprus, brought together industry leaders for a captivating panel discussion titled “Player retention in the age of free-to-play.” Moderated by Oliver De Bono, CEO of Quantum Gaming, the panel featured three distinguished speakers: Yoel Zuckerberg, CPO of Soft2Bet, Richard Hogg, CEO of Openbox Gaming, and Alexander Chernavin, Senior Business Development Manager at Oddin.gg. The insightful discussion shed light on gamification and the evolving landscape of player retention in the iGaming industry.
Of gamification, player retention and engagement
Oliver De Bono expertly navigated the conversation. His probing questions and insightful commentary helped shed light on the evolving landscape of free-to-play gaming and its implications for player retention. His ability to keep the discussion focused and engaging allowed the audience to gain a deeper understanding of the challenges and opportunities in this dynamic industry. Here are some highlights from each of the speakers:
The discussion revolved around the evolving landscape of free-to-play gaming and its impact on player retention, acquisition, and engagement in various markets.
Yoel Zuckerberg emphasised the importance of innovation in the gambling industry, noting that in the past decade, it has lacked significant innovation. Soft2Bet is taking an innovative approach by incorporating gamification, merging social, casino, and sportsbook experiences, resulting in improved player retention and growth.
“We combine real-money gaming with social and free-to-play experiences, which not only attracts players but keeps them coming back. It’s a new approach in the industry, and we’ve seen great success so far.”
Zuckerberg also discussed the need to simplify the player experience and make it more engaging, especially for new markets.
“Gamification. That’s where the growth and retention are. That’s innovation”
Richard Hogg highlighted the importance of balance in the gaming industry, emphasising that players visit betting sites to win money. He stressed the need to balance winning and losing to ensure profitability while complying with specific market requirements and gambling regulations.
“Every market has its unique requirements and regulations. For example, in the UK, Super 6 has been a successful product for acquisition, while in Nigeria, players focus on bonuses for accumulator bets on football. It’s all about finding the right balance.”
Hogg also underscored the importance of simplifying casino gaming experiences to educate new players effectively.
Alexander Charnavin (left) alongside Yoel Zuckerberg (right).
Alexander Charnavin discussed the relationship between free-to-play and Esports, emphasising that Esports titles are predominantly free-to-play. He pointed out that free-to-play is a critical acquisition strategy for esports, attracting a different audience than traditional sports betting.
“Esports and sports betting have some overlap, but they also target different audiences. Esports fans may not be familiar with traditional betting, so promoting free-to-play products helps bridge that gap.”
Charnavin also highlighted the potential of mobile competitive gaming and the success of casual games with embedded casino products.
The panel agreed that the gaming industry must continue to innovate, simplify player experiences, and adapt to the unique characteristics of different markets to succeed in player acquisition and retention. While free-to-play remains a powerful tool, its application varies depending on the target audience and market.
Prepare to hit the dance floor at the SiGMA_SOFT2BET Official Closing Night Party!
Tonight, we bid farewell to the SiGMA Balkans & CIS Summit with a bang at the SiGMA_SOFT2BET Official Closing Night Party, generously sponsored by Soft2Bet. The festivities will take place from 22:00 to 02:00 at the Captain’s Cabin, an exquisite beachfront venue in Limassol.
This event boasts a star-studded DJ lineup, headlined by the Grammy-nominated DJ Clinton Sparks, renowned for collaborations with music icons like Eminem and Lady Gaga. Joining him are the talented DJs Daniel and JJoy, promising a night filled with extraordinary entertainment.
We’re thrilled to announce that this party is open to all delegates, ensuring an evening you won’t want to forget. Don’t miss out on this fantastic celebration!”
