SBC News Voice of the Sports Betting Industry
John Smith, VP of Sales, Gamification and Loyalty at Xtremepush, shares how dynamic and personalised approaches to gamification can unlock long-term loyalty and retention.
The spotlight continues to shine on gamification as a crucial tool for operators aiming to boost player acquisition, loyalty and retention in 2025. Operators are increasingly aware that loyalty is no longer built solely on bonuses and free spins. It requires a more dynamic and personalised approach to keep players engaged over the long term. Efforts should now be focused on developing sophisticated gamification features that go beyond traditional, off-the-shelf solutions.
The evolving role of gamification
Gamification in online gaming has often been reduced to mechanics like ‘spin-to-win’ wheels and basic reward systems. However, we have observed how gamification is evolving beyond these generic models into more intricate systems designed to deepen player engagement. This evolution emphasises missions, levels, and achievements, making the experience more immersive and rewarding for players.
True gamification is not just about flashy prize wheels or one-time offers; it’s about creating a journey for the player through real-time analytics. Operators are seeking to make something more bespoke, based on data-driven decisions, where they can customise the experience to their unique brand identity.
Personalisation and brand identity
Every operator has its own brand and voice, and the loyalty programme they design should reflect that. This involves tailoring loyalty rewards and gamification elements to fit the operator’s unique audience and objectives. The era of cookie-cutter loyalty programmes, where every sportsbook offers the same rewards to their customers, is quickly becoming outdated.
For operators, standing out means offering a bespoke approach to gamification that aligns with their specific brand values and player demographics. If every operator is offering the same loyalty programme, players will likely gravitate toward the one that gives them the best immediate reward. The question operators should be asking is why their brand deserves the customer’s loyalty. For players, highly-customisable games and targeted rewards, such as smart bonusing, increase engagement and prove the operator is anticipating their needs and tastes.
The acquisition vs retention dilemma
A major challenge facing operators is deciding how to balance their efforts between attracting new players and rewarding their most loyal customers. Should they focus on the top 10% of players who already contribute the most to the bottom line, or try to incentivise casual players who might not deposit frequently but still engage with free-to-play games or bonuses? Both strategies have their merits, and the right answer will depend on the operator’s goals. However, the future of gamification seems to rest in a more integrated approach that accommodates both groups. Operators are learning that gamification can be flexible enough to cater to both high-value players and those who are still in the exploratory phase of their customer journey.
Varying global strategies
As online gambling expands across different markets, the need for localised and culturally relevant gamification strategies is becoming even more apparent. What works in one market may not necessarily translate to another. For instance, the dynamics of a mature market like the UK differ significantly from emerging markets like Brazil. Player behaviour, preferences, and expectations can vary widely across regions.
Operators must be aware that their gamification strategies should cater to the distinct cultures and behaviours of their target markets. What resonates with players in Europe might not work in Latin America. Market segmentation and localisation are paramount.
Gamification in 2025
Looking ahead, the landscape of gamification in betting and gaming is set to grow exponentially. Operators are increasingly focused on enhancing their loyalty and engagement programmes with creative gamification features that foster a deeper sense of community and long-term engagement, such as community jackpots and personalised tournament experiences. These can create a stronger sense of belonging and competition among players.
The real challenge still lies in identifying the right mix of rewards and challenges that motivate players without feeling repetitive. This is where gamification platforms such as Xtremepush can help, as they offer operators the tools to design unique experiences that are tailored to both the operator’s and the player’s needs.
As the industry matures, operators must embrace a more thoughtful and strategic approach to gamification, one that balances customisation, personalisation, and community-building. By doing so, operators can create deeper connections with their players—transforming casual users into returning customers.
