In iGaming, where attention spans are short and competition is fierce, marketers need more than clever creative campaigns; they need proof that their tactics deliver results. Our recent gamification experiment proves that a simple addition, like a prize, can dramatically increase campaign efficiency, engagement, and lead generation.
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Key Takeaways:
Adding a prize reduced ad costs by 20%, lowering the cost-per-click (CPC) and increasing campaign efficiency.
Lead capture jumped by 70% in the prize-driven version of the campaign, proving the power of incentives to drive action.
User engagement rose, with higher game completion rates and longer session times.
Email alone isn’t enough; the prize needed to be in the game experience to create impact.
Gamification is most powerful when orchestrated intelligently using AI-driven personalization, real-time delivery, and prize logic at scale.
The Experiment: A Single Variable, Significant Results
To settle an internal debate, Optimove designed a controlled experiment featuring two nearly identical gamified campaigns:
Campaign A – included a prize (Apple AirPods 4) Campaign B – had no prize
Both campaigns were promoted via the same channels (Meta social ads and email), used identical game mechanics and visuals, and differed only in prize inclusion.
Email performance stayed the same in both versions, but Meta ads showed a clear difference: Campaigns with a prize did better in every key area.
The Results: Prizes Drive Performance
The data confirmed it: a single prize turned a standard gamified campaign into a high-converting, cost-cutting performance engine.
Here’s how the campaign performed:
Metric
With Prize
Without Prize
Uplift
Cost-per-click
€0.34
€0.42
↓ 20%
Unique Page Visits
+19%
Baseline
↑ 19%
Leads Captured
+70%
Baseline
↑ 70%
Game Completion
+3%
Baseline
↑ 3%
Time Spent in Game
+6%
Baseline
↑ 6%
In addition, see the results of one of the gamification campaigns in the performance dashboard below:
Out of 1,537 unique visitors, 489 started the game, leading to an impressive 449 unique leads. Despite a 72% bounce rate (bounce rate refers to the percentage of users who start a gamified experience but leave before completing any meaningful action), the remaining players achieved a 96.31% completion rate and an average engagement time of 69 seconds, indicating highly effective game design and strong lead conversion.
6 Recommendations for iGaming Marketers
Gamification becomes more powerful when paired with meaningful incentives, as proven in this case study. With AI-orchestrated gamification, marketers can orchestrate similar results at scale by embedding prize-driven games into customer journeys, personalizing game triggers, and optimizing engagement in real time.
For iGaming brands, the following strategies can help replicate and scale these results:
1. Use Prizes to Drive Conversion
Gamified experiences capture attention, but prizes provide motivation. Incentives shift users from passive participants to active converters. Try offering prizes to users when they complete a game, submit a form, or share content.
2. Integrate Gamification into the Customer Journey
Gamification performs best when embedded in a broader marketing strategy:
Triggering games at the right lifecycle stage
Personalizing offers and game types based on AI-driven segmentation
Automating prize logic and delivery in real-time
3. Test and Optimize Incentive Structures
Experiment with different types of rewards, prize placement, and tiers. Test what drives action: instant wins versus drawings, universal versus exclusive rewards, etc. and refine based on performance.
4. Prioritize User Experience
Ensure that games are easy to access, mobile-friendly, and intuitive. Clear instructions, smooth loading, and fast feedback all contribute to higher player engagement.
5. Leverage Campaign Data
Gamified interactions yield valuable behavioral data. Analyze engagement patterns, drop-off points, and prize interactions to inform future campaigns and personalize follow-up messaging.
6. Extend Gamification Across Channels
To maximize their impact, incorporate gamification into a broader multichannel strategy. Promote games through SMS, push notifications, email, in-app messages, and social media. This ensures consistent visibility and gives users more opportunities to engage regardless of where they interact with your brand.
In Summary
Adding a prize can turn gamification into a highly effective tool for driving business results. When implemented through a platform like Optimove that leverages AI, segmentation, and real-time decision-making, gamification can significantly improve customer loyalty and overall growth.
For more insights on how gamification works, contact us to request a demo.
Kalev Kärpuk is a leading expert in gamification marketing and the founder of Adact, an Optimove company. Adact is a no-code platform that enables brands to launch gamified marketing campaigns in under 30 minutes. Since founding Adact in 2019, Kalev has worked with major global brands—including Volkswagen, Verizon, Twitch, and Caesars Casino—to elevate customer engagement through interactive experiences.
