Piggy Tap, a trademarked game by Onlyplay, is celebrating its first anniversary. Harnessing TapGame mechanics, Piggy Tap has now been on the market for a year. Christina Muratkina, Onlyplay CEO, tells us: “Piggy Tap showcases TapGame’s potential to elevate both player retention and profitability.” Piggy Tap has a presence on streaming platforms, in tournaments and social gaming communities. But, just how important is it to tap into the social gaming community? Trafficology asked a few questions to find out...
How is social gaming different from traditional gaming, and what opportunities does it present to affiliates?
Social casinos offer a wider range of gamification features and elements inspired by offline games, making them dynamic and exciting. With options such as tournaments, achievements and player development, social casinos keep excitement high. Unlike traditional casinos where the focus is on balance and winnings, social casinos emphasise player progression through stages and character development. Here, players are motivated to reach new levels and improve their in-game avatars, creating a unique, achievement-oriented experience.
For affiliates, social casinos represent an opportunity for player engagement and conversion. Affiliates are increasingly using social casinos as an entry point where players can enjoy a risk-free gaming experience. Once players are engaged, affiliates can introduce them to real money gaming opportunities, inviting them to continue their journey at a traditional casino for a chance to play for real bets. This strategy not only attracts new players but facilitates a natural transition from social to traditional gaming, expanding affiliates’ reach and potential revenue.
How has the social gaming market developed over the past year?
Access to social casinos has become much more reachable. What used to be large-scale projects are now often turned into boutiques designed for specific audiences. Increasingly, individual streamers are launching their own social casinos, allowing them to retain and engage their subscribers more effectively. A lesser-known trend is that game providers are also developing their own social casinos, using these platforms as valuable tools to learn more about player behaviour and preferences.
For now, affiliates are still adapting to this tool, but it’s only a matter of time before it becomes a standard part of their strategies. We are seeing promising signs of growth in this area, with affiliates creating complex push notification sequences and optimising player engagement in social casinos. The market evolution in this area is exciting, with affiliates finding creative ways to maximise player engagement and retention, paving the way for even greater potential in the social gaming space.
What are some common misconceptions affiliates may have about the social gaming market?
Social gaming lacks high-value players
While traditional gaming might draw high rollers, social games attract committed players who frequently make smaller purchases. Over time, this results in higher player engagement and substantial returns for affiliates through steady microtransactions.
Social gaming only appeals to a younger audience
Social games attract a wide demographic, including older players seeking interactive and casual gaming. Affiliates targeting diverse age groups can maximise engagement and tap into a larger user base.
Social gaming doesn’t convert to traditional gambling players
Many players are initially attracted to social gaming for its low barrier of entry and social aspects are likely to transition to real-money games if they are engaged and trust the operator. Affiliates can nurture these leads by introducing hybrid games that blend social and real-money elements.
These differences, growth trends and the dispelling of common misconceptions highlight why social gaming is an advantageous market for affiliates, with distinct opportunities for engagement, retention and long-term profitability.
