a wide audience of players, not just die-hard sports bettors. Third, it should be data-driven and scalable. “Some of the most successful experiences are the ones that take inspiration from other industries, such as the loyalty programs from retail and hospitality,” says Smith. “That’s why it’s important for operators to keep their fingers on the pulse and work with cutting-edge technology to deliver customised solutions.” Looking ahead, Vettese and Smith believe that gamification isn’t just a trend. It’s a way of thinking, a way of engaging players, and a way of making the sports betting experience more dynamic. “It’s changed the way we think about the player relationship,” says Vettese. “It’s moved from a focus on acquisition to a focus on engagement, nurturing, and retention. This is just the beginning.”

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