Scatters 2021-22
Highlights
19%+ increase in Average NGR
30%+ increase in Bets/Deposits
25%+ increase in # of Deposits
5% increase in average deposit amount
Introduction
This Case Study looked at the effect of introducing Unibo Gamification on a daily basis for the players at an online casino.
We took a deeper look at the deposit and game play patterns for these cohorts of players, and wanted to answer to answer the following questions:
Will a Player who wins prizes in Unibo keep betting more with every deposit?
Example, a player deposits €10 and wager €100 on Average. How much more (or less) would a player who received a prize in Unibo play with that €10 they deposited.
Will players who receive prizes in Unibo, deposit more or fewer times each month?
Will players who receive prizes in Unibo, deposit more each deposit?
Our assumption was that the players’ deposit sizes wouldn’t be affected too much by Unibo, but that the number of deposits would go up as players try to complete the next task in a Mission series or beat other players in a Tournament.
If a player gets a prize in Unibo, will they on average lead to a higher or a lower Net Gaming Revenue?
Methods
We looked at data between November 2021 and February 2022, in other words, four full months of data. We wanted to compare users who had received a prize in a month, to those that did not receive a prize.
During the period, Scatters Casino ran Daily Promotions which were either a set of Missions, a Tournament or a Race. Players were also able to play in Unibo Jackpots on certain games during the period. We looked at any prize from Unibo, regardless if it was a Mission prize, a Tournament Prize, a Race prize or a Jackpot payout.
We analysed these figures’ changes while isolating only those who had made a certain amount of deposits in the month in question. This to highlight any potential skewed numbers towards people depositing a lot of time, compared to the whole database of players (the first number in each chart looks at all players who have made a real money bet, regardless if they deposited or not).
Result
As can be seen in the graphs that when including all players, the effect of Unibo is immense, but this can be skewed by new, one time depositors, like bonus abusers etc are pushing down the figures as a whole for players who didn’t win a prize in Unibo. However, as we start looking at more and more active players (higher number of deposits each month), we notice in the charts the following:
Average Change of “Amount Wagered per € deposited” starts at 45% and flattens out at around 35%. Even players with 20+ deposits in a single month, gamble on average 30% more with every € they deposit. Getting your players to gamble more with every € deposited hits the bottom line directly. No extra deposit fees, just higher revenue.
Average NGR Increase starts high when looking at the full player database, and on average for players depositing 3 times or more, we have an average 19% NGR Increase. Even when isolating the players who have made 20+ deposits in a month, we see that if a player has received a prize in Unibo, they have, on average, delivered a 5% higher NGR.
Thirdly, looking at the # of deposits per player per month, we see that if a player has receive a prize in Unibo, the player is likely to deposit more times that if he didn’t. Looking at players with 2-3 deposits or more, we see that players on average deposit 40-55% more times. Even when we isolate all players who have deposited 20 or more times, the winners in Unibo will on average deposit 6% more times than those who didn’t.
When it comes to Average Increase in Deposit amount, we noted a small increase in Winners compared to those not winning, but compared to the increase in number of deposits per month, it was small. That said, when combining the increase in Number of Deposits, together with the slightly increased Average Deposit Amount, the total effect is significant.
Discussion & Conclusion
The effect of Unibo is clear, offering players a more engaging and gamified experience with the Missions, Tournaments, Jackpots and Prize Drops offer by Unibo .
Further questions we want to answer:
Will a player who receives prizes in Unibo stay longer with the brand? (Customer Life Time)
Our thinking is that a player who is more engaged will enjoy the experience in the casino more, even if they lose, and are more likely to come back over the following months.
Will players play a game more if there is a Unibo campaign on it?
Can Unibo be used to market specific games or certain providers more effectively? Making deals with game providers for lowered fees or promotion sponsorship in exchange for pushing their games is a common way for operators to lower costs.
References
Data from Scatters Casino IGP Platform and from Unibo system.