If there is one aspect is redefining modern engagement, it is human connection. Operators and providers have started figuring out that players crave more than just an impersonal gaming experience, but rather an environment where they can absorb more – social interaction, entertainment, competitiveness, being part of something bigger.
In the modern industry, operators cannot ignore this trend, especially in a context where AI continues to reshape the online world with a tone that often feels more machine than human.
Retention through real-time connection
Live casino as a vertical has always carried a certain degree of social energy. However, the growing functionalities of real-time chats with multiple functions, interactive messaging systems, nametags, tiers (and so on) have changed the dynamic completely. These features are no longer perceived as ‘nice to have’ but rather functions that the new players are expecting to see. This is what players are used to, from their day-to-day use of other platforms like Twitch, TikTok live and such. In fact, a study by Softswiss highlighted that live casino games with real-time chat features show up to a 19% increase in average session duration.
What also helps in the process of building this social connection, on top of the communication between the players, are the game presenters.
Indeed, the game presenters play a tremendous role in aiding the success of a live casino game
They encourage interaction, they make the players feel heard and they make the overall experience more personal. Adding a layer of UI on top of this makes it even more successful, with personalised shout-outs and emoji reactions being on trend. The more interactive the session, the higher the chances a player will return. Both for the game and conversation.
Turning gameplay into long-term motivation
The enduring success of leaderboards in iGaming is the best example of how human motivation works. The idea of competitiveness is driven from a core human need; status within a group. With leaderboards, tournaments and similar features, players can see their progress in real time. It’s a simple mechanic, but it will work for years from now, simply because it mimics social hierarchies that we all experience in real life.
Many operators have started exploring other gamification methods as well, layering aesthetically pleasing elements with symbolic rewards, similar to those we’d be inclined to see in videogames and casual games. There’s a widespread adoption of crowns, badges, even player tag effects that encourages long-term motivation. This is echoed in a wealth of industry data.
From forums to fandoms
For a big chunk of players, the entertainment doesn’t stop inside the game
You now also see a lot of operators investing in what happens around the game. Casinos are cultivating large social communities on platforms like Reddit, Telegram or Discord as well as niche forums. Players love trading strategies, sharing their big wins or simply discussing the highs and lows of the games. This is bringing huge value to both operators and providers. This community-driven value is most visible on the new “Web3” projects, as well as fast-growing platforms like Kick, where humans trust other humans more than they trust advertising, sponsorships and awards.
The human engine of engagement
Game presenters are entertainers, moderators and, in many cases, influencers. As such, game presenters are really at the core of our business. We invest over 120 hours training our game presenters – and not just on game rules. Our trainers cover storytelling, tone and player psychology. When trained correctly, presenters become powerful engagement engines, capable of successfully turning a casual visitor into a regular.
We see our best presenters remembering player tags, they read the room, they strike the right balance between energy, humour and clarity. Game presenters use social hooks that can deepen the emotional connection with the players and thus encourage return visits. They can make or break the experience with the game.
The age of deeper social integration
Right now, much of the industry’s attention is fixed on AI. The use on automating support, generating content and scaling operations is clear. But in this rush for efficiency, something essential, the core of the business, is at risk. Human connection.
As systems become smarter and faster, they also get colder, and more transactional, while players crave the opposite: warmth, spontaneity, personality, humour, seasonal touches. Social features, real presenters, and community spaces offer what AI can’t replicate; a sense of genuineness.
