Date: 17.01.2025

by Bartosz Burzyński

Rethinking Retention: Moving Beyond Bonus-Burning in iGaming

The way iGaming companies approach player retention is changing fast. The old methods of “burning through bonuses” just don’t cut it anymore. Now, it’s all about quality, interactivity, and personalization. Let’s dive into what industry leaders like Iwona Gniech-Janicka from STATSCORE and Oleksandr Lupych from SOFTSWISS Game Aggregator have to say about this shift.

Innovating for Long-Term Retention

Talking about the changing trends in retention, Iwona Gniech-Janicka from STATSCORE explains:

“In an era where traditional bonuses are losing their appeal, we’ve developed innovative approaches to drive user retention and build lasting loyalty. Our solutions are designed to empower players with confidence and enhance their decision-making experience. Built with mobile users in mind, STATSCORE’s tools are compact, user-friendly, and optimized for seamless functionality across devices, ensuring maximum engagement in any setting.”

She adds:

“By focusing on delivering high-quality, interactive products rather than relying on expensive bonuses, we enable operators to engage players more effectively while reducing long-term retention costs. This approach creates sustainable loyalty by prioritizing value and superior user experiences over short-term promotional tactics.”

Oleksandr Lupych from SOFTSWISS shares a similar perspective:

“The iGaming market has changed a lot in recent years. Traditional strategies like driving traffic for initial deposits and revenue-sharing with partners are no longer as impactful as they once were. The focus is now on enhancing gaming experience – improving metrics like lifetime value (LTV), retention, and average revenue per user (ARPU). To retain players, you need high-quality products and top-notch service.”

Gamification: The New Engagement Tool

Gamification has become a key driver of player engagement and retention. STATSCORE emphasizes the importance of interactive features:

“Modern players demand interactive features, so we’ve focused on creating PointsInPlay, a gamification solution offering sports quizzes, leaderboards, and challenges. This product actively engages users, encouraging repeated interactions while fostering a sense of community and competition among players.”

They also offer Tipster, which provides data-driven betting tips:

“Complementing this, our Tipster provides data-driven betting tips that inspire and motivate users to place more bets. Seamlessly integrated with our PrematchPro and LiveMatchPro trackers, such integration delivers critical statistics, live updates, and engaging animations that sports fans and bettors need to stay informed and immersed in the game. This integration ensures players remain on a sportsbook’s platform, transitioning smoothly from insights to placing bets without seeking information elsewhere.”

Oleksandr Lupych highlights similar innovations at SOFTSWISS:

“To address this, we’ve introduced several gamification mechanics that players really enjoy. For each of our products, depending on its specifics, we implement a variety of technologies. Within the SOFTSWISS Game Aggregator, operators can launch Tournaments and utilise Free Spins PR and Free Chips offered by certain providers. Currently, we are working on Quests featuring multi-step interactive games and PvP challenges, where players can compete against each other in an engaging and competitive environment.”

He also points out:

“On the Casino Platform, we implement systems such as player behaviour triggers, bonuses, cashbacks, segmentation, and proprietary tournaments. The Sportsbook offers a range of bonuses, with the most popular being Free Bets and Combo Boosts. Also, we have the SOFTSWISS Jackpot Aggregator with its jackpots, prize drops, and Multi-Prizes, which add excitement by offering players the chance to win big rewards.”

Personalization: Tailoring Experiences for Every Player

Personalization is at the core of both STATSCORE and SOFTSWISS’ retention strategies. Iwona Janicka notes:

“Personalization is one of the key aspects of effective player retention. By understanding individual player preferences and behaviors, we can tailor experiences that resonate with each user.”

STATSCORE also emphasizes flexibility and customization:

“What’s more, STATSCORE’s widgets are highly customizable to allow sportsbooks to appeal in the best possible manner to the specific audiences they are targeting. We’re putting great emphasis on providing multilingual content to guarantee access to data and insights in multiple languages, enabling operators to cater to diverse groups of bettors.”

Gniech-Janicka highlights:

“STATSCORE’s products offer easy integration into existing platforms. Operators can align these tools with their branding and update designs directly through our Backoffice, eliminating the need for developer involvement. This flexibility ensures that players feel the experience is tailored specifically for them, enhancing satisfaction and retention.”

“Our trackers and Tipster include user-focused personalization, allowing players to adjust the interface to focus on preferred betting markets or disable irrelevant features. This combination of operator customization and user-driven flexibility ensures an experience that resonates with every player type.”

Oleksandr Lupych discusses how SOFTSWISS leverages data for personalization:

“Personalisation is really at the heart of what we do. We analyse every bit of user data available. This includes basic demographics like age, gender, location, and device type, as well as their interaction history – the games they play, bonuses they’ve received, providers they prefer, and even the kinds of bets they’re interested in.”

He elaborates:

“Using this data, we create detailed player segments to guide our targeted messaging campaigns and bonus strategies. We want to ensure that the right players get the right offers at the right time, which also helps operators manage their budgets more effectively.”

„Messaging is another big part of our retention activities. Sending personalised notifications through the right channels with content that’s relevant to the player is key to keeping them engaged,” adds Lupych.

Tools Redefining Player Retention

Iwona Gniech-Janicka emphasizes the value of STATSCORE’s unique tools in reshaping retention strategies:

“STATSCORE’s portfolio stands out with innovative tools designed to captivate players and drive retention:”

“- PointsInPlay: A gamified solution that engages players with real-time, data-driven challenges. Featuring leaderboards and prizes, this tool enhances competitiveness and keeps users coming back for more.”

“- Tipster: Offers personalized betting hints based on statistical analysis and event history, adding value for informed decision-making. Integrated into our Trackers, this unique solution boosts betting straight from the event pitch space.”

“- LivematchPro and PrematchPro Trackers: Provide pre-game and real-time visualizations of sports events, keeping players engaged even when they are not actively betting. Seamlessly integrate live sports data into platforms, enhancing the overall user experience.”

She concludes:

“By focusing on user-centric, data-rich products, integrating gamification and personalization, STATSCORE empowers operators to create compelling experiences that redefine player retention strategies.”

Oleksandr Lupych as well outlines the unique features in the SOFTSWISS ecosystem that set it apart:

“The SOFTSWISS ecosystem offers a range of innovative solutions, each tailored to specific products, and we take pride in several unique features that set us apart.”

“- Gamification in the SOFTSWISS Game Aggregator: The Game Aggregator stands out with its robust gamification mechanics, designed to boost player engagement. Operators can already leverage Tournaments, Prize Drops, and Jackpots, as well as implement Free Spins and Free Chips from a wide variety of providers. Additionally, upcoming features like Challenges and Quests promise even more interactive and exciting player experiences.”

“- Realtime Offerings on the SOFTSWISS Casino Platform: The Casino Platform features an advanced automated trigger system that integrates seamlessly with the bonus module. This system empowers operators to personalise and automate player interactions efficiently. Alongside this, classic retention tools such as custom cashback formulas and rebate bonuses add significant value, ensuring a comprehensive approach to player engagement and satisfaction.”

“- Engagement Tools in the SOFTSWISS Sportsbook: The Sportsbook offers a dedicated suite of engagement tools specifically designed for sports bettors. Features like Hunting Bonuses, Lootbox Bonuses, Freebet Boosters, and other dynamic promotional offers help operators keep players motivated and actively participating.”

The Role of Bonuses and Influencers

Oleksandr Lupych addresses the evolving role of bonuses:

“I think bonuses, in their broadest sense, will always be part of the game, but their format and conditions are evolving. For example, instead of traditional bonuses, we witness more creative approaches like offering physical prizes, services, or even opportunities for public recognition. Ultimately, the goal is still the same: reminding players of the benefits they receive and showing appreciation for their loyalty.”

He also highlights the growing role of influencers:

“I should also mention that influencers are becoming an increasingly significant channel not only for player acquisition but also for retention. Their impact varies across different regions, yet the global trend is clear. Interactions with celebrities and influencers could well become the new norm worldwide.”

Automation and Data-Driven Retention

Automation and data play a critical role in shaping the future of retention. Oleksandr Lupych explains:

“When discussing efforts to enhance player engagement and retention, we cannot overlook automation as the key to any operator’s success. SOFTSWISS offers advanced tools like segmentation, messaging, and behaviour Triggers, enabling operators to tailor experiences to players’ preferences across different geos. We’re also enhancing accessibility by integrating them directly into the player interface, so they’re easier to interact with.”

The Future of Retention

Both leaders agree that retention strategies are moving toward more sustainable and interactive models. Iwona Gniech-Janicka observes:

“While bonuses will always have a role in iGaming, a balanced approach is crucial. The future of retention lies in creating engaging, interactive content that not only empowers players to make informed decisions but also enhances their enjoyment and interaction with products—a principle long embraced by the video gaming and casino industries.”

She continues:

“Products offering real-time visualizations, actionable engagement tools, betting tips, gamification options, and other dynamic features, are designed to meet this demand. It’s clear that those who invest in product quality and engagement-driven tools will lead the market in building sustainable player relationships.”

Oleksandr Lupych concludes with a focus on relationships and memorable experiences:

“Looking ahead, I believe the future of retention is about building more personal and interactive relationships with players. Communication will become more personalised and move to instant channels like messengers, where players can have real two-way conversations. Rewards will expand beyond the casino too, offering tokens that hold value across platforms, branded merchandise, and streaming service subscriptions.”

He adds:

“Player retention will increasingly center on delivering experiences that are truly meaningful and memorable. At its core, retention is about inspiring players to return for experiences that evoke positive emotions or those they’re eager to share with their community. While bonuses play a role, they represent just a small part of the bigger picture.”

Wrapping It Up

The days of relying on bonuses to keep players coming back are over. Companies like STATSCORE and SOFTSWISS are paving the way with innovative strategies focusing on quality, personalization, and gamification.

The future of retention isn’t about short-term rewards but creating experiences that players genuinely enjoy and want to return to. It’s about making every interaction memorable and meaningful.