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The science of gamification

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Andy Sekula, Head of Games at Kalamba Games talks about the science of gamification

Gamification is a term coined in the early noughties and is typically understood to be the application of gaming mechanics to non-gaming situations. For the online casino industry, however, the term can represent any gaming mechanic outside of the core game. For suppliers, gamification tools have become essential components of game design over the last few years. Endless time has been spent on trying to create the next big thing and improving the application of gamification tools in order to increase acquisition and retention rates, as well as the longevity of a title.

The traditional definition of gamification describes a science that aims to maximise enjoyment and engagement while motivating people to learn by using game elements. Dozens of books have been written about the topic exploring how the brain reacts to gaming components such as leaderboards, levels and progress bars in a learning environment. Simply put, when you achieve something, dopamine is released, lighting up your brain’s reward centre and encouraging you to do it again. This reaction is what makes gamification tools so effective across multiple industries, from language teaching and fitness apps, making it more fun to achieve your goals.

At Kalamba, we consider most of our game mechanics – certainly anything with RTP directly attached – as being core to the game play experience and not gamified layers ‘on top’. However, we have introduced certain elements such as missions and achievements which look to extend the gameplay beyond that of a classic slot. By maintaining player advances in our missions or other in-game progression features, players can always return to where they left off and continue to strive for their goal. This has delivered substantial improvements in player engagement and retention within our titles.

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However, as players get used to the existing gamification offering, they will soon start demanding more, especially as technology advances. So how do we ensure we fully utilise the science of gamification in the gambling industry as we look at developing these tools in the future?

We believe that operators and suppliers could work better together in sharing data to get a better picture of player preference. Operators have a lot of information that suppliers don’t have access to, and vice versa, that could assist in the development process of a new title. Knowing your player and what makes them tick is key and with more data, we can improve the gamification tools offered in a game.

One thing that we believe is currently under-utilised in the industry is the possibility of adjusting the player experience to better match player preferences. The current offering is very much ‘one-size fits all’, but with the technology currently available we will soon be able to dynamically segment players and better cater to their individual requirements.

We also think there are still many things to be learned from social gaming. One concept which has not yet been developed to full potential, for example, is building engagement meta layers within a supplier’s entire portfolio. This means adding another gamification layer buy introducing achievements and missions that are connected between different titles offered by a supplier. Meta layers somewhat resemble the way players help Super Mario on his quest through different levels and worlds to save the princess in Nintendo’s super hit. Including portfolio-wide features would greatly enhance the time spent on each session and ensure players come back to complete their missions.

In our view, gamification is not just a buzzword in the industry but will continue to be an important tool as the casino game sector evolves. Focusing on improving these layers of gamification will no doubt be on the top of our agenda in 2020 and beyond.

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Blackstone to List Spain’s Cirsa Shares in Madrid Early 2025

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Private equity investor Blackstone plans to list shares of Spanish gambling company Cirsa in the first half of 2025 in an initial public offering.

Blackstone would raise between 700 million euros and 1 billion euros,floating between 20% and 25% of Cirsa.

The investment fund has hired Barclays, Deutsche Bank and Morgan Stanley as global coordinators, according to reports.

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Cirsa, Blackstone, Barclays, Deutsche Bank and Morgan Stanley did not immediately respond to requests for comment.

Blackstone acquired Cirsa, which operates casinos and betting shops across Spain and Latin America, in 2018 for an undisclosed sum.

In 2021, a Spanish newspaper reported Blackstone was considering a Cirsa IPO in a deal that would value the company at around $3.4 billion.

The post Blackstone to List Spain’s Cirsa Shares in Madrid Early 2025 appeared first on European Gaming Industry News.

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Betsson’s Customer Service Team Nominated for Award at the CX Exchange Awards 2024

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Betsson Group’s Customer Service team has been shortlisted for the “Best Customer Experience” at this year’s prestigious CX Exchange Awards 2024.

Melissa Zalbeigi, Director of Customer Service Operations at Betsson Group, said: “We are honoured and excited to be nominated for this award. It’s a privilege to be recognised alongside industry leaders and to compete against such esteemed companies. This nomination is a testament to our team’s dedication to providing exceptional customer service.”

The post Betsson’s Customer Service Team Nominated for Award at the CX Exchange Awards 2024 appeared first on European Gaming Industry News.

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Quixant to Exhibit at ICE 2025

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Following a strong showing at G2E 2024 in Las Vegas, where Quixant highlighted its expanded range of processors and graphics configurations for its QMAX 3 hardware platform and launched the IQ Connect, the company looks forward to continuing its tradition of showcasing breakthrough technology at ICE. From cost-effective and powerful options like the IQ range, to the robust and reliable IQON range, all the way to the maximum power and performance of the QMAX range, Quixant’s Intel and AMD-based platforms span a spectrum of power, performance and cost requirements to meet the unique needs of gaming businesses worldwide.

Known for its customisable design and easy serviceability, the QMAX 3 sets new standards in gaming hardware. Launching the enhanced offering to the European market for the first time at ICE, the product now features processor options that include a budget-friendly Celeron for cost-conscious projects, alongside higher-performance Intel Core i5 and i7 options. The product also allows customers to choose configurations with or without a discrete GPU (dGPU), enabling them to tailor graphics capabilities to project needs. This flexibility empowers game developers to strike the ideal balance between performance, power and budget, making it an unparalleled solution for diverse market demands.

Returning to ICE by popular demand, Quixant’s IQ 2 platform is designed to offer powerful, cost-effective performance for a range of gaming applications. It is proving to be the ideal solution for delivering high-quality gaming experiences at a budget-friendly price.

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Also to be highlighted at the Quixant booth are its embedded Software Suite solutions, which provide game developers a comprehensive toolset to optimise the game development process, simplify deployment, ensure compliance and maintain robust security. The solutions allow developers to focus on creating immersive player experiences, in the confidence that the technical aspects are covered by Quixant’s range of solutions.

Quixant’s newly launched IQ Connect 1 will also be showcased at the booth, a platform which was designed for the North American route and distributed gaming market and other markets that require a JAMMA connector. Equipped with advanced JAMMA expansion capabilities, it is an ideal fit for cabinets and kiosks requiring JAMMA connectors, seamlessly integrating flexibility, power and affordability into one solution. The product is positioned to elevate gaming experiences in cost-sensitive markets without sacrificing performance.

Mark Price, SVP Sales & Operations, EMEA & RoW for Nexteq PLC, the parent company of Quixant, shared: “We have always been about empowering our customers to focus on creating unforgettable gaming experiences. With ICE moving to Barcelona, it is a new era, and we are eager to support our customers with game-changing technology, robust supply chain solutions, and our embedded Software Suite that comprehensively addresses power, performance, security, and regulatory compliance. Our goal is to make it simpler, faster, and more cost-effective for gaming leaders to bring their vision to life.”

Price continued: “ICE 2025 arrives at a pivotal time for the gaming industry, particularly in Latin America. With Brazil’s sports betting legalization set to take effect this January and land-based gaming legislation advancing, regional growth opportunities are growing. As we prepare to meet with our LatAm customers and prospects at the show, we are committed to supporting this expansion with adaptable, cost-effective hardware solutions designed to help clients succeed in these evolving markets.”

Price concluded: “To help our customers stay ahead in Brazil as the regulatory landscape unfolds, Quixant has partnered strategically with Novatrade to ensure a secure supply chain with stock held in Brazil. This partnership simplifies regulatory compliance and reduces costs for both Quixant and its customers. With local operations and a bonded warehouse, we can defer import duties and taxes, while dual stock locations in Brazil and Taiwan allow for quick fulfilment. Additionally, issuing local invoices in Brazilian Reais makes the purchasing process seamless for our customers.”

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Michael Minor, SVP Sales & Operations, North America for Nexteq PLC, said: “Our focus at Quixant has always been to drive innovation in gaming technology, equipping our global customers with the solutions they need to excel in a highly competitive industry. With each new generation of products, we aim to empower our customers to create even more memorable gaming experiences, backed by technology that is as adaptable as it is powerful. With the introduction of solutions like the enhanced QMAX 3, the IQ 2, and the IQ Connect 1, we are positioned to empower our global partners with the technology and flexibility they need to succeed in this dynamic landscape.”

Minor continued: “We are thrilled to bring the IQ Connect 1 to ICE, giving industry professionals another opportunity to experience how this innovative platform complements our product portfolio. The product is a transformative addition for the North American market. By combining the compact and high-performance design of the IQ 2 with advanced JAMMA functionality, we have created a platform that stands out for its versatility, power, and cost-effectiveness.”

Whether a traditional game developer, or you are looking to move from the online gaming world to the land based space, Quixant have highly adaptable, specialist gaming solutions. As the team prepares to engage with industry leaders at ICE 2025, they are excited to discuss how their solutions can address shifting market needs.

Attendees can find Quixant at stand 3F42, where they are invited to explore how Quixant’s powerful and adaptable platforms and extensive support services drive efficiencies and industry success in this rapidly evolving market.

The post Quixant to Exhibit at ICE 2025 appeared first on European Gaming Industry News.

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