Online casino gaming has exploded in popularity with many platforms vying for players to wager on their games. Hence, casino gaming marketers continually analyze the behavioral science behind players betting decisions to refine their online casino marketing strategy accordingly. Evaluating neuroscience-based and psychological studies can unveil to casino online marketers the best way to appeal to their top players.
Let’s explore further how behavioral science plays a role and shaping different online casino marketing strategies.
How Cognitive Biases Drive Gamer Engagement
Casinos market to players to drive their cognitive biases to enhance overall gamer engagement. By learning psychological tendencies, including loss aversion and anchoring bias, casinos can refine their marketing strategy accordingly to attract players to engage in casino gaming more than they planned.
Foot-in-the-Door Technique
The foot-in-the-door technique is primarily utilized to attract new players to a casino platform. For example, the casino may offer a low-risk bonus for first-time players, such as a no-deposit bonus. The player may have to do a special test before they are rewarded the no-deposit bonus. This kind of marketing technique builds incentive for casino players trying out a new platform for the first time to at least deposit a little something into their bankroll to make their no-deposit bonus go a little further.
Anchoring
Anchoring happens when a casino website tries to offer a large bonus or jackpot for playing one of their games such as slots. Hence, this makes smaller rewards that could happen with casino gaming wins to be more significant than what they are.
Framing
Framing means refining how a casino promotion is presented to casino gamers. For example, a casino may offer a 100% deposit match bonus up to a certain amount of money rather than just an additional $100 or $200 bonus for depositing. Hence, a $500 deposit could mean that the casino matches that player’s bankroll with another $500. This depends on the terms and conditions of the current promotion.
Gambler’s Fallacy
When a casino player engages in a game of chance, there is a chance they will develop certain gambler’s fallacies along the way. This usually means that some players believe past events that occurred already will influence anything that happens in the future of a casino game.
However, this is not the case. Games like roulette and blackjack are all randomized and don’t operate on past events. For example, the hot numbers on a roulette wheel maybe 32 and 16. However, just because these are a couple of the recent hot numbers does not mean that the next roulette spin will land on either one of those numbers.
Personalizing the User Experience
Besides topping into cognitive biases, casino marketers also utilize AI to personalize the user experience. They evaluate data analytics and gain insights into player behavior by observing their gaming preferences and activity patterns while logged on to the casino platform.
Hence, specific gaming promotions for one player may be specialized and available for them but not for another player. For example, a casino player who prefers blackjack and plays it more than other games could see more promotions for it. The same is true for repeat slot players and constant roulette gamers.
Personalizing the user experience enhances gamer engagement to where some players will repeatedly return to the platform to take advantage of what it has to offer. Seeing that there are more promotions available for their favorite game could increase the likelihood that they play more often.
This personalization approach makes players feel more exclusive when gaming on a casino platform. As casino players receive more promotions for their favorite games, they will feel that is a more unique and customized experience, making them willing to come back more often.
