Soft2Bet: The Value of Gamification - an interview with CPO Yoel Zuckerberg
Gamification in online slots and sports betting has been gaining momentum, transforming traditional gambling experiences into more engaging, interactive ones, a trend that companies like Soft2Bet are actively embracing to enhance user experience and retention. It’s a fascinating shift that has impressive retention and engagement numbers to back it up.
Yoel Zuckerberg, Chief Product Officer at Soft2Bet, spoke exclusively to SiGMA News about the emergence of gamification, how it benefits players and operators, and where it could be heading in the future.
Gamification is fast becoming an essential part of the slot and sports betting experience, but it hasn’t always been that way. Why now?
Yoel Zuckerberg: Gamification took time to emerge in the iGaming space because operators saw no pressing need to innovate. In the early 2000s, before stringent regulations, money was flowing, and operators weren’t motivated to enhance the player experience beyond the basic gambling model. But today, with increased regulation, heightened competition, and evolving player expectations, the industry is recognising the need for differentiation through innovation.
What kind of gamification models are we seeing in the iGaming space?
YZ: At Soft2Bet, we’ve implemented various gamification models, from standard leaderboards and tournaments to more advanced systems integrating social gaming elements. One example is the ability to accumulate coins as you play casino games or bet on a sportsbook. These coins can be exchanged for bonuses, free bets, etc., or you can use them to collect unique cards, earning you a reward when you complete the whole collection.
The results have been impressive. In Denmark, for example, retention improved by 128% when we introduced gamified achievements and collectible card mechanics. Similarly, in Sweden, a highly regulated market, retention increased by 87%. The key takeaway? Players stay engaged longer when they feel part of a progression system rather than just relying on luck.
Which gamification models have been the most successful, and are there any that didn’t work as expected?
YZ: Players respond best to mechanics that support progression and competition: experience points, missions, leaderboards, and challenges. These create excitement and a sense of achievement.
On the flip side, overcomplicated systems tend to fail. If players don’t understand how a gamified feature works or if the rewards seem insignificant, they lose interest quickly. Another critical factor is the storytelling aspect; players engage more deeply when they feel like they’re on a journey rather than just spinning reels.
Did you experience any pushback when you first introduced these gamification models to operators?
YZ: Some operators were sceptical initially, viewing gamification as unnecessary. However, they quickly changed their stance when they saw the numbers and how engagement and lifetime player value increased. The industry is finally realising that innovation is the key to survival. Gamification is no longer a novelty; it’s a necessity.
But generally, when we first promote our gamification products, the reaction is usually, “Wow, how can we get this for our games?” Every operator tends to have the same games and the same payment methods, they have more or less the same flows, etc. One of the only ways they can differentiate themselves is through the product itself. This is where Soft2Bet’s gamification models come in.
Do you think gamification will become more complex as newer generations, who are used to intricate gaming mechanics, enter the market?
YZ: Definitely, but it’s about balance. Older players prefer more straightforward mechanics, while younger generations expect more interactive experiences. Over time, we’ll see a shift toward more immersive and customisable gamification features. AI will play a significant role in tailoring challenges to individual players, too, keeping the experience fresh and engaging.
Additionally, we’re exploring metaverse-style environments where players can interact beyond just betting. In the future, slot games may incorporate skill-based elements where players make strategic choices rather than relying solely on luck.
Given that gamification often incorporates rewards and mechanics similar to video games, how do you ensure these features don’t appeal to underage audiences?
YZ: Regulation is at the core of everything we do. We make sure our gamification features are engaging without being misleading. We avoid mechanics like loot boxes, which can create ambiguity around rewards, and ensure that all bonuses and incentives are transparent. Additionally, we strictly adhere to age verification processes, responsible gaming tools like time tracking and self-exclusion, and spending limits in compliance with the different regulated markets.
While we have had innovative ideas that could push the boundaries, we always ensure that anything we publish aligns with responsible gaming standards. Ultimately, we aim to enhance engagement while staying within ethical and legal frameworks.
Is there scope to increase the crossover between traditional video games and gamified slots even further, or are they two fundamentally different audiences?
YZ: It depends on execution. Gamers are used to challenges, achievements, and skill-based mechanics. Esports betting has already proven that there’s a natural overlap. The key is to integrate gaming elements without losing the core appeal of gambling. We’re exploring more interactive mechanics where strategic choices can impact gameplay, making it more than just a game of chance.
What has been your favourite gamification model to develop?
YZ: Personally, I love battle-style systems and skill-based bonus games. They keep players engaged with clear milestones and interactive elements. Our goal is to shift gambling from purely luck-based to a more involved, rewarding experience.
As online gambling continues to evolve, gamification is proving to be a game-changer, with operators who embrace these innovations poised to lead the industry into a new era of engagement and player retention.
With advancements in AI, personalisation, and even the potential for metaverse-style environments, the future of gamified gambling holds exciting possibilities. Whether through story-based player journeys or more immersive experiences, those who adapt and innovate will set themselves apart in an increasingly competitive landscape.
Stay tuned as SiGMA News continues to cover the latest trends in iGaming, bringing you insights from industry leaders shaping the next generation of online gambling.
