Player Reactivation: FOMO Bonus vs Gamification Wheel

Player Reactivation: FOMO Bonus vs Gamification Wheel

Player reactivation is crucial for maintaining engagement and revenue for iGaming platforms. Recently, our project identified a surge in single-deposit players who left after experiencing low RTPs of 91%. Despite a standard second deposit bonus of 75%, engagement remained low. We conducted an experiment using two distinct reactivation strategies: a FOMO bonus offer and a gamification wheel.

The Experiment

The goal was to reactivate players who had made only one deposit and had a low RTP. We split them into two groups. Group A received a FOMO-driven 100% deposit bonus, emphasising the limited time to avail of it. Group B received a gamification wheel spin, which guaranteed a prize without requiring an additional deposit.

For the gamification wheel approach, though players received a no deposit bonus, data showed increased deposit activity, with deposits per player rising by 0.3 and average deposit amounts increasing by €2.1.

Results

The results of the experiment were insightful. Group A saw 8.4% of players taking the bonus and depositing again. In contrast, 15.2% of Group B participants used the wheel, and 8.9% proceeded to make a deposit afterward. While the FOMO strategy offered immediate bonuses equal to the value of deposits and thus was costlier in the short-term, the gamification wheel offered a more cost-effective means of reactivation.

Conclusion

Both strategies were effective, with negligible differences in second deposit conversion rates. However, the gamification wheel proved cheaper and revealed that players responded positively to no deposit offers and interactive elements. These insights are valuable for designing future reactivation initiatives. Despite the minimal impact on long-term player value (LTV) for both strategies, understanding player preferences has strategic significance.

Source: igamingceo Telegram