The game like rewards in retail that feel like they're straight out of an online casino

Gaming in all its forms is one of the biggest success stories of the internet age. The advent of digital play allowed for the growth of eSports for professional video gamers, while online casinos became another huge phenomenon.

More recently, it seems that every industry is taking inspiration from the gaming sector. This factor can clearly be seen in prizes and incentives, where the rewards on offer have a distinct, casino-like feel to them.

Casino Growth

Even in periods where the economy is suffering, online casinos continue to thrive. The operators involved develop thanks partly to innovation, with new games being introduced on a regular basis. Players are also benefiting from an increase in offers and promotions.

Customers can scour all available platforms to look for the best UK casino bonus deals among the many hundreds of options. It’s a hugely successful side of the gaming industry, and it’s no surprise that other areas of e-commerce have studied casinos closely.

Retailers, both online and in the physical world, are largely reluctant to produce offers and rewards that have a gambling connotation, so they are approaching this question in a more subtle way.

Rewarding Loyalty 

Both sectors use loyalty programs, and it’s fair to say that the traditional retail industry was the groundbreaker here. Loyalty systems have been in place since pre-digital days, and those of a certain age will remember the era of Green Shield Stamps, and gifts given away at petrol stations.

In the modern era, loyalty programs are more sophisticated and, of course, they run digitally. While online casinos can’t claim to have invented them, operators have produced new innovations that traditional retailers will be following.

Casinos are moving beyond rewards such as free spins, and players who reach VIP levels can enjoy luxury experiences, including hotel stays. Traditional retailers will likely watch any developments and follow the example set by the more innovative casino operators. 

Retail Giveaways

While casinos and other retailers work independently in terms of loyalty programmes, there are definite examples of traditional retail taking direct inspiration from gaming. After making a purchase, customers may be given a game like reward and a common example of this is the scratchcard. A card may be issued by the retailer, and the customer scratches off symbols with the aim of revealing a prize.

The reward may be small, such as a 10% discount on the customer’s next purchase. The returns will increase from that entry point, and at the higher end of the scale, there will be an exceptional top prize. This could be, for example, a holiday, or a five-figure cash sum.

These games typically draw from the scratchcard area of an online casino. Every operator has cards and lottery categories, so there is an obvious direct comparison here. Other retailer rewards may copy from the traditional slot game. In this scenario, a customer would be handed a card after making a purchase. The symbols revealed will mirror those of classic slot machines such as cherries, lemons and bells. 

Scratchcards are one option for retailers, but when purchasing online, they may offer other types of games. Customers might spin a wheel to win a prize, or they could click on a mystery box to reveal a reward.

That’s a clear example of casinos providing inspiration for retailer rewards, but there are other game-like prizes up for grabs.

Many retailers now have apps and when you scan products in a store, you may be offered an instant discount. This is a system that works in a similar way to many of the augmented reality arcade games, such as Pokémon Go! Players hunt down items in the physical world with the goal of earning rewards.

Maintaining Engagement

Gaming is a form of entertainment, and traditional retail is tapping into the element of fun that comes with it. The key difference with online casino play is the fact that there is a degree of risk. Players make an initial stake, and there is no guarantee that they will be rewarded.

In traditional retail, there is a financial outlay, but in return, the consumer gets a product that they wanted in the first place. It’s an obvious difference, but one that is worth keeping in mind.

In terms of rewards, such as loyalty programs and instant win options, it’s quite clear that retailers are drawing some inspiration from casinos and other areas of gaming. Game like rewards are becoming more common, and their use is expected to continue to increase.

Gamification adds a fun element to loyalty systems and its success suggests that it can only develop from this point.