Roundtable: Gamifying player experiences in the modern landscape

Andrés Blanco is the Managing Director of Gamanza Engage, with over two decades of experience in iGaming across B2C and B2B. A former Co-Founder of online casinos and ex-COO at AMGO iGaming, Blanco now leads product innovation at Gamanza, drawing on deep expertise in casino operations, gamification, compliance and regulated markets.

Stian Enger Pettersen joined the iGaming industry in 2005, and EveryMatrix in 2015 as a Product Manager for the Casino Business Unit. Under his guidance, the Casino division has transformed the player experience by evolving from traditional bonusing solutions to advanced loyalty and gamification solutions.

Motti Colman, VP of Revenue, Gaming at Optimove is a veteran expert in CRM marketing within the online and offline gaming and retail verticals. Colman combines sharp business and finance skills with business and marketing best practices, and previously headed up a High Net-Worth Family Office in London.

How do gamification tools differ between casinos and sports bettors?

Yoel Zuckerberg: Gamification in sports betting is shaped by the mindset of fans who are already engaged in competition, statistics and achievement. Features such as seasonal leagues, digital trophies and tournament-style challenges align naturally with how sports bettors think and interact. At Soft2Bet, we build on these behaviours by transforming familiar fan elements into engaging digital layers that enhance the betting experience.

Casino gamification, by contrast, focuses more on entertainment, pacing and immersive rewards. Players are motivated by discovery, progression and the satisfaction of unlocking features or levels. The audience here is often more diverse, so the mechanics must appeal to a broader range of preferences. The key difference lies in motivation. Sports betting gamification leans into competition and fandom, while casino gamification prioritises personal engagement and fun. Both are highly effective, but the design logic behind each must align with the expectations and behaviours of their respective audiences.

Stian Enger pettersen: In an ideal world, the tools are the same and cross-product. Let’s use a wager-based mission/challenge as an example. As long as the contribution is balanced, why not let a player choose how they complete it, whether it is taking some casino games for a spin, placing sports bets or even mixing it up. While offering flexibility and a better UX to the players, this greatly benefits the operator in terms of cross-selling. That said, even if the tools are used across, there might be a need to use them differently for sports and casino in some cases, due to the different nature of the betting patterns. A casino player racks up many bets in no time, with bets being “settled” right then and there, while sports players might not even be logged in when they win or lose. This calls for different approaches sometimes.

Motti Colman: The distinction lies in engagement dynamics. Casino players interact with high-frequency, short-cycle games, often spinning dozens of rounds in a single session. For them, gamification thrives on immediate feedback: Missions, progression systems and level-based rewards that reinforce continued play. Sports bettors, on the other hand, engage in a slower cadence dictated by the timing of real-world events. Their activity is more episodic and event-driven, making them more responsive to gamified elements like pre-match predictions, multi-day streak challenges and seasonal tournaments. Operators that use a marketing platform with built-in gamification tools are well-positioned to navigate these differences. With the ability to segment audiences and trigger campaigns based on real-time behaviour, they can deliver personalised gamified experiences that align with each player’s pace, whether it’s minute-to-minute engagement or match-by-match reactivation.

Andrés Blanco: While the core motivations are similar – fun, excitement, the thrill of winning – the behavioural cycles between casino players and sports bettors are quite different. Casino players tend to be more consistent year-round, whereas sports bettors are highly seasonal. That’s why gamification for casino often involves ongoing engagement strategies: Daily missions, surprise chests, weekly challenges. They work beautifully with that steady rhythm. With sports bettors, it’s all about syncing gamification with the emotional highs of the sports calendar: Champions League, playoffs, the start of the NBA, etc. These are peak moments with lots of media buzz, and that’s where gamification can ride the wave: Prediction tournaments, themed missions, special rewards tied to major events. At the end of the day, it’s the same emotional engine, just different timing and triggers.

What are the emerging trends you’ve noticed around gamification tools?

SEP: Big data isn’t new, but operators and platforms are getting better at using it. Monetising your data is no longer simply a buzz word but becoming a necessity. A natural extension of this is personalising the customer journey and experience. We’re just beginning to explore this trend. In the next few years, user experiences will become far more tailored and sophisticated. AI will play a key role in powering this trend, churn detection, automated bonuses and re-engagement triggers. We may also see disruptive innovations in AI, opening new possibilities for user interaction. What is ahead? I believe we will see what I refer to as deep gamification – events in game impacting player journeys, mission progression and tournament points. This exists today, but with a limited scope. In the near future, it will be unified across providers and even verticals and be the rule rather than the exception.

MC: We’re seeing a shift from standalone gamified features to fully integrated experiences within the marketing lifecycle. Rather than relying on surface-level gimmicks, operators are embedding missions, challenges and dynamic rewards into broader player journeys. They are using gamification as a strategic lever to drive long-term engagement. Another trend is the use of time-sensitive mechanics, like seasonal campaigns, limited-time tournaments or daily challenges to create urgency and sustain momentum during peak activity periods. These are being orchestrated in tandem with real-time behavioural data, allowing operators to adapt gamification elements on the fly. We’re also seeing more crossover between verticals, with operators using gamification to guide players across products. For instance, operators offering casino-based rewards tied to sportsbook activity. When supported by a centralised marketing platform, this approach not only boosts platform loyalty but also enables smarter, cross-product personalisation.

YZ: Personalisation is now central to effective gamification. Players want experiences that align with their behaviour, preferences and play style. Content needs to be not only engaging but also relevant, delivered in a format that fits the way people interact with digital platforms today. Short-form missions, instant rewards and clear, goal-oriented tasks are becoming more common. These formats reflect broader digital habits, where users prefer fast outcomes and minimal friction. Players want to see progress and rewards without unnecessary steps. Another major trend is the use of real-time data and AI to adapt challenges and incentives to individual users. This helps maintain relevance and encourages continued interaction. At Soft2Bet, we approach gamification as a core product layer rather than an isolated feature. It supports engagement across both casino and sportsbook verticals, helping us deliver consistent, tailored experiences that evolve with the player.

AB: One very clear trend is the push toward more sophisticated design. True gamification, true engagement, is about triggering core emotions. It’s not enough to offer a progress bar and a generic badge. Players expect the same level of quality and storytelling they see in mobile games and even casino games. Another strong trend is gamification aligned with responsible gambling goals. We’re seeing operators who, for example, don’t allow players to level up in their loyalty program unless they complete a responsible gambling course. That’s fantastic! It breaks the myth that gamification is only about pushing people to bet more. When done right, it can educate, encourage moderation and even help detect risky behaviour. And, finally, non-monetary gamification is gaining a lot of traction in highly regulated markets: Free to play mini-games, surprise chests, customisable avatars, achievements or missions with purely informative goals. These mechanics allow players to emotionally connect to a brand in new and effective ways, which ultimately drive long-term retention. 

When gamifying an experience, how do you balance effectiveness with responsible gambling?

SEP: When talking about effectiveness and existing player base, it always boils down to lifetime value (LTV). Maximising LTV is the ultimate goal everything ties into. While acquiring new players is vital, it’s LTV that ultimately fuels long-term profitability. At the heart of LTV is retention. That’s why striking the right balance between effectiveness and responsible gambling is closely tied to the types of rewards players receive throughout their gamified experience. What is, in essence, gamification if not the science of incentivising desired behaviour? Gamification can be used to reward sustainability. Desired behaviour shouldn’t be about having bad user experiences and losing money you can’t afford to lose. At the end of the day, we are in the entertainment industry, and our mission is to deliver fun and excitement. If that is done right and responsibly, players will stick around. In short, being responsible is good for business.

MC: The right balance starts with intent. Gamification should reinforce positive behaviours, not just drive repeated activity. Operators who design with this in mind can align challenges and rewards with actions that support safer play, such as setting session limits, completing know your customer (KYC) or pacing deposits, making responsible behaviour part of the engagement model itself. What makes this viable at scale is access to live behavioural data. With it, operators can calibrate gamified elements in real time, scaling back for players showing risky patterns or excluding them from certain missions altogether. The most effective strategies treat gamification not as a layer on top of marketing but, as an adaptable component within a broader framework of player intelligence, compliance and safety.

YZ: At Soft2Bet, responsible gambling is built into the core of our gamification systems. We use behavioural analytics to monitor player activity and identify early signs of potential risk. This allows us to intervene with timely, relevant measures that encourage healthier play. Our systems include in-game notifications that remind players about session duration, spending habits or suggest taking a break. These messages are not intrusive but contextually placed to maintain a seamless experience while guiding players toward better habits. We also take a proactive approach to compliance. Rather than using external solutions, we have developed our own platforms tailored to each market’s regulatory framework. This gives us full control over how compliance and player protection are implemented across all products. By combining real-time data, internal tools and targeted communication, we ensure that gamification enhances engagement without compromising player well-being.

AB: For us, it’s not about balance, it’s about integration. A well-designed gamified experience should include responsible gambling tools from the start. Take this example: If a player is showing signs of chasing losses, gamification can interrupt that pattern, not reinforce it. We can trigger a free mini-game, with no financial stake, that offers a symbolic reward and pulls the player out of the high-adrenaline state they’re stuck in. That small pause can be a huge win. One of the biggest challenges for compliance teams is that many players remain unaware of the responsible gaming tools available to them. When applied thoughtfully, gamification can play a key role in changing that behaviour. For example, players could receive experience points after completing a short educational module about safer gambling. It’s about using technology in ways that are both creative and ethical. Gamification isn’t the enemy of responsible gaming – on the contrary, it can be one of its greatest allies.

Is gamification a more effective retention tool than traditional alternatives? if so, why?

SEP: Traditional bonuses like cash bonuses and free spins often provide short-term spikes in activity but fail to build lasting engagement. By contrast, a unified gamification approach creates long-term value by offering purpose-driven rewards and consistent progression. To retain players and encourage cross-product engagement, operators need a well-orchestrated rewards system that delivers a cohesive experience. For example, our EngageSuite solves this with six fully integrated tools, enabling personalised, cross-vertical journeys. Players gain control, selecting the rewards that matter most across sports or casino. Cross-vertical achievements act as a universal currency, reinforcing continuity and deepening loyalty. A fragmented approach limits insight, but a unified system reveals player behaviour, refines experiences and maximises lifetime value. Done right, gamification isn’t a gimmick; it’s a growth engine.

MC: It isn’t a question of whether it is more effective or not. Gamification is more complementary than competitive. It’s a valuable tool in a retention arsenal, and iGaming operators need to make gamification part of a comprehensive retention strategy. It enhances the impact of a broader retention strategy by introducing behavioural design elements that traditional tools often lack. While bonuses, loyalty points and lifecycle campaigns still play a role in player retention, gamification goes a step further by creating moment-to-moment engagement. It turns passive users into active participants, giving them something to achieve, not just something to redeem. This matters in iGaming because players aren’t just motivated by rewards; they’re motivated by progress, feedback and a sense of control. When a player completes a daily mission, climbs a leaderboard or earns a badge tied to their behaviour, they’re not just receiving value; they’re experiencing it. When layered on top of a well-orchestrated CRM marketing strategy, with personalisation, lifecycle segmentation and responsible gaming controls, gamification helps create a richer, more dynamic experience that keeps players coming back for reasons deeper than promotion-driven incentives.

YZ: Gamification has consistently proven to be more effective than traditional retention methods such as standard bonuses or email prompts. At Soft2Bet, our proprietary Motivational Engineering Gamification Application (MEGA) demonstrates this impact with precise, measurable results. Since introducing MEGA, we’ve seen an average of 65% increase in net gaming revenue, a 45% rise in average revenue per user and a fourfold increase in screen time. These outcomes are driven by dynamic missions, level systems and personalised engagement paths that evolve with the user’s activity and preferences. Traditional tools tend to be static and one-dimensional. In contrast, gamification creates an ongoing journey that keeps players involved, motivated and progressing over time. This sustained interaction leads to higher retention and greater lifetime value, proving that a well-designed gamified experience is more engaging and commercially effective.

AB: When you think about it, traditional retention tools are essentially just messaging systems; emails offering promotions – and that’s about it. True gamification, on the other hand, taps into human emotions through dynamic, game-like mechanics. This approach drives long-term retention by genuinely captivating users and forging stronger connections with the brand. That emotional engagement gives gamification a major advantage over conventional tools. After all, human behaviour is guided by emotions and emotions are what move us. That’s why Gamanza Engage focuses on creating immersive experiences, not just communications. In today’s saturated market, success is no longer about who gives the biggest bonus. It’s about who delivers the most engaging, memorable experience. Gamification doesn’t just go one step beyond traditional tools – it’s three or four steps ahead. Especially when it’s seamlessly integrated with a powerful CRM system. True gamification is not a trend, it’s here to stay.