Gamification as a Key to Success – A Roundtable Discussion with Experts from Soft2Bet and STATSCORE

Personalization and Interactivity at the Core of Engagement

Both Soft2Bet and STATSCORE rely on interactivity and personalization as the foundation of their gamification strategies, contributing to increased user engagement. Yoel Zuckerberg of Soft2Bet highlights the company’s flagship gamification tool, MEGA, which allows operators to personalize player experiences. “Our personalised challenges, missions and achievements are the key elements contributing to enhanced user engagement. MEGA tailors challenges and missions to the user’s playstyle and preferences, offering rewards for completing tasks or hitting milestones. Our achievements and badges give players a goal to work towards for virtual rewards,” Zuckerberg explains. “These can then be shared on social media, adding an element of social recognition.”

Yoel Zuckerberg, Chief Product Officer at Soft2Bet

Similarly, Iwona Gniech-Janicka from STATSCORE emphasizes the role of interactivity in products like PointsInPlay and Tipster, which combine advanced sports analytics with interactive quizzes and live data visualizations. “PointsInPlay is an advanced platform that offers sports-themed quizzes and trivia games that engage and test users’ knowledge about sports, teams, and players. The competitive aspect is amplified through leaderboards, where users can see how they rank against others.The excitement of earning points and competing for rewards creates a thrilling experience that keeps players returning for more. That’s how PointsInPlay boosts player engagement and encourages players to spend more time exploring the betting platform” Gniech-Janicka says.

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Measuring Gamification Success

Measuring the effectiveness of gamification is a critical step in verifying the success of these mechanisms. Both companies rely on analyzing quantitative and qualitative metrics to assess whether their gamification tools deliver the expected results.

Soft2Bet and STATSCORE focus on metrics like Daily Active Users (DAU), Monthly Active Users (MAU), session length, and retention rates. “We track daily active users (DAU), session length and the frequency of user interactions with gamification elements like challenges, leaderboards or rewards,” says Zuckerberg. “We monitor retention rates to see if players return to our platform and continue to engage with our gamification features..”

STATSCORE, in addition, uses metrics like churn rate to determine if their mechanisms effectively reduce user attrition. “We measure user engagement by tracking metrics like Daily Active Users (DAU), Monthly Active Users (MAU), game duration, and interaction rates,” adds Gniech-Janicka. “Retention is tracked using churn rates and return rates, offering valuable insights into the effectiveness of gamified elements in keeping users engaged over time.”

Adapting Gamification to Different Markets

One of the challenges faced by companies like Soft2Bet and STATSCORE is adapting gamification mechanisms to different markets and player types. Both companies confirm that users from various regions can respond differently to specific gamification elements.

“European players respond positively to competitive elements like leaderboards and tournaments and value the social interaction associated with them,” explains Zuckerberg. “However, considering the market’s regulatory environment is a crucial aspect of adapting gamification mechanisms. We ensure we’re fully compliant with local laws and regulations. Therefore, MEGA is highly customisable to accommodate these regulatory differences.”

Iwona Gniech-Janicka, VP of Product at STATSCORE

STATSCORE also tailors its products, such as PointsInPlay, to various regions by taking into account specific user behaviors and preferences. “Our products and their content are tailored to reflect the most popular sports in a specific region. For example, soccer might dominate in Europe, while basketball could be more prominent in North America or Asia,” explains Gniech-Janicka.

Implementation and Operator Support

A key to successful gamification tool implementation is close collaboration with operators. Both Soft2Bet and STATSCORE follow a multi-step approach that includes integration, testing, and ongoing technical support.

Zuckerberg describes Soft2Bet’s implementation process as comprehensive and tailored to operator needs, focusing on customization and pre-launch testing. “We provide comprehensive training sessions for our operators. This includes an overview of the MEGA platform, detailed explanations of our gamification features and best practices to maximise ROI,” he explains. “Before going live, we assist the operator by conducting thorough testing to ensure everything works without problems.”

STATSCORE PointsInPlay can be employed by operators, platforms – like Soft2Bet, and media outlets, to elevate their product offerings with cutting-edge gamification features. STATSCORE offers full support to customers at every stage of the deployment process. “Pre-launch testing and possibly a soft launch are conducted to ensure everything works as expected before a full rollout,” says Gniech-Janicka. “STATSCORE is committed to providing continuous support and adapting the product to the customer’s evolving needs, ensuring a successful implementation and operation.”

Gamification as a Long-Term Loyalty Tool

In conclusion, gamification is a powerful tool for building user engagement and customer loyalty. Through personalized challenges, progression systems, leaderboards, and advanced data analysis, companies like Soft2Bet and STATSCORE introduce mechanisms that not only engage users but also motivate them for long-term interaction. The key to success lies in tailoring these mechanisms to local market specifics and continuously analyzing their effectiveness to dynamically adjust strategies based on the evolving needs of players.