Reward systems in online casinos — how to use bonuses to attract and retain players

Global iGaming software developer and aggregator Slotegrator shares key insights on how to implement the use of bonuses to attract and retain players in a new analysis by Ayvar Gabidullin, Business Development Manager.

It’s an ironclad rule of business that applies to online casinos as much as it does to every other industry: keeping your customers is cheaper, easier, and more profitable than looking for new ones. According to the results of recent research carried out by Slotegrator, just a 5% increase in player retention can translate to a 25% increase in profits.

Operators have to find a balance between attracting new players and retaining existing ones. One key tool for maintaining this balance is a reward system. Welcome bonuses when they first sign up and deposit bonuses when they first top up their account can increase new players’ interest. Loyalty programs and other promotions encourage active players and support those who are on a losing streak.

This is not a foolproof tool — using the bonus system does not guarantee audience engagement. Operators need to develop a bonus strategy based on marketing segmentation, offering the right bonuses at the right time to the right players.

How bonuses can attract new players

For new visitors to the site, operators offer bonuses for registration. With these, you can not only greet players but also encourage them to accept site policies and share their personal data. As a result, the operator receives a registered potential user and the ability to contact him for marketing purposes.

Welcome bonuses help the player minimize personal risk while evaluating what the site has to offer. These don’t have to be broadcast on the platform — operators can send registered players who haven’t made a deposit yet an e-mail or SMS message.

Online casino operators are even more active in using deposit bonuses to motivate players to put money in their accounts. As a rule, this is a percentage of the deposit amount, which is sometimes accompanied by a number of free spins.

How to retain players with the help of bonuses

Loyalty programs, personalized offers, and other promotions help to retain players and re-engage those who have lost interest in online casinos.

Today, online casino operators can independently manage bonuses and add them to their sites. The new platform from Slotegrator, which was released on May 16, includes an improved bonus module that opens up all the possibilities for implementing a bonus strategy.

Multi-level loyalty programs allow you to increase the number of bonuses and gifts for active players and make them feel more valued, which builds a stronger, longer-lasting relationship between the player and the casino. Usually, users become members of the loyalty program immediately after registration, receiving a certain status. The higher they go up the status ladder, the more bonuses are available to them. The most active players can count on personal gifts, service from an individual manager, cash bonuses, etc. Also, their VIP level affects the size and frequency of cashback offers, as well as the exchange rate (if the player uses in-game conversion).

To re-engage users who have not visited the online casino site for a long time and have not made deposits, operators use reload bonuses. They can also be dedicated to a specific event or the release of new games. They come in the form of a percentage of the player’s deposit, additional free spins, etc. — usually with a fixed period of validity.

To build long-term relationships with players, you need to use cashback and individual free spins in case of a loss. Regardless of the outcome of the session, the user must leave the iGaming site in a good mood. If he feels that the casino appreciates him, he’s more likely to keep coming back.