Visit2Reg & Reg2Dep: Impact of Gamification on Metrics

Visit2Reg & Reg2Dep: Impact of Gamification on Metrics

The high cost of traffic acquisition underscores the competitive nature of recruiting each potential user, starting from when they first see an advertisement. The focus of this experiment was to assess whether gamification could improve conversion rates in the Visit2Reg and Reg2Dep metrics by 2-4%.

Gamification Hypothesis

The experiment hypothesised that gamification implemented at the traffic acquisition stage would increase registration conversions by 2-4%. The study focused on affiliate traffic, utilising a flow where new players engaged with two loot boxes before reaching the registration form.

Methodology

Traffic was split 50/50 between two groups: a test group interacting with the loot boxes and a control group proceeding directly to the registration window. The test spanned two months, analysing key metrics such as Visit2Reg and Reg2Dep.

Results and Analysis

During the first month, the test group achieved a 32% Visit2Reg and 21% Reg2Dep, whereas the control group had a 29% Visit2Reg and 22% Reg2Dep. In the second month, results were similar. Game engagement levels were consistent, with no marked statistical difference.

Upon further analysis after an additional month, player retention showed no significant advantages for either group. Return on investment was slightly better for the test group due to a couple of VIP players, but excluding them showed both groups performing almost equally.

Conclusion

The hypothesis did not hold a significant advantage for affiliate traffic. The mechanics of loot boxes may not be optimal; perhaps a wheel of fortune might yield better results, though this remains to be tested. It appears more efficient to guide players straight to registration with clear forms and reliable payment options.

Source: @igamingceo Telegram