Marketing is a crucial component of operating an iGaming company, and an efficient bonus system is an essential component of iGaming marketing. This is due to the fact that online casino bonuses, bingo bonuses, sportsbook bonuses, etc., serve two main objectives of marketing: acquisition and retention. Acquisition – Attracting players to your platform to become customers Retention – Turning customers you have acquired into returning, loyal players Providing attractive and rewarding promotions for new and existing customers can help your company compete and stand out among the hundreds of other brands that offer similar gaming content. If you are just starting in the industry or if you are looking for ways to improve your casino marketing strategy, a well-designed bonus program could be beneficial to your success. In this article, Casinnovate examines the main types of bonuses available and what to consider when selecting a high-quality bonus platform from a gambling software provider.
Main Types of Incentives Bonuses serve as an incentive to players. There are several different types of online gambling incentives that can be incorporated as part of a gaming experience that you offer to your customers. Most players are attracted to promotional offers that provide more value for their money or result in special freebies or rewards. With this in mind, here are some of the most common types of incentives in online gambling: * **Sign-up Bonus / Welcome Bonus** This is an incentive exclusively for new players who sign up. This is one of the most effective types of bonuses as it can encourage players to register, share their personal information, and make a deposit. For example, common casino welcome bonuses may come in the form of:**First Deposit Bonus** A first deposit bonus is a reward that is given to players when they make their first deposit at a casino. This bonus can be in the form of bonus funds or free spins, depending on the casino’s policy. The purpose of this bonus is to attract new players and encourage them to continue playing at the casino. **No Deposit Bonus** A no deposit bonus is another type of bonus that does not require a deposit from the player. Instead, the casino will give the player a certain amount of bonus funds without requiring them to make any initial investment. This type of bonus is also designed to attract new customers and encourage them to try out the casino’s games. Free Spins Free spins are a type of bonus where the player gets a certain number of spins on a selected game without having to pay any money. These spins can be used to play different games at the casino and can help the player win real money. Combining Bonuses and Free Spins Some casinos offer a combination of bonuses and free spins as part of their welcome package. This means that the player can receive a bonus along with free spins on their first or subsequent deposits. This can be a great way for the casino to attract new players and keep them playing. The main purpose of these bonuses and free spins is to attract and retain new players, as well as encourage them to play more. By offering these incentives, casinos can increase their revenue and provide a better experience for their customers.A deposit bonus is an incentive provided by a casino or sportsbook to new or existing customers who make a deposit. This bonus is typically in the form of additional funds that can be used to gamble or bet on specific games or markets. Deposit bonuses can vary in size and may be available to both new and existing customers. For example, a welcome bonus for new customers may be larger than those offered to existing players. Additionally, free spins may be included as part of a deposit bonus. Here are some examples of deposit bonuses: – 200% match deposit bonus up to €100 for new players – 100% match deposit plus 200 free spins for new players Match deposit bonuses are another type of bonus that provides a match for the player’s deposit, up to a certain amount. These bonuses are often offered to both new and in-active customers.For example, in the event of a 100% match deposit bonus up to €100, if a player makes a deposit of €20, the casino will match this deposit with an additional €20, resulting in a total of €40 in the player’s account. If the deposit amount is €100 or more, the player will receive the maximum bonus of €100. This means that even if the deposit is €200 or more, the maximum amount the player can receive from the casino is still €100 for a total account balance of €300. Match deposit bonuses can vary in terms of the percentage match and the maximum bonus amount. Common examples include: – 100% match bonus up to €100 – 200% match bonus up to €50 No deposit bonuses are offered without requiring players to make a deposit. These bonuses are typically used for acquisition marketing purposes, encouraging new players to join or existing players to return and play.This bonus is often in the form of a small sum of money or a specified number of free spins, among other options. It provides players with a taste of the thrill of real money without the need to risk their own funds. However, the primary goal of this incentive is to encourage players to make a deposit. No Deposit Bonus Examples: – 10 Free Spins without Deposit – €25 Bonus upon Registration – Reload Bonus This is a different type of deposit bonus that is used for the purpose of retention. The goal of using this promotion within a casino’s bonus system is to reactivate players who have been inactive or have not made deposits after a certain period of time (for example, a week or month). In essence, it is a way for the casino to warmly welcome inactive players back by offering them a special offer to entice them.This type of bonus may take various forms, such as free spins, deposit bonuses, match bonuses, and others. It may also be provided as an incentive to promote a specific event or introduce new games. Regardless of the specific offering, reload bonuses are typically time-limited promotions with a set expiration date. Some examples of reload bonuses: – Get 1 for 1 free spins up to 50 spins – 50% bonus + 50 free spins on select NetEnt slots (use code: NETENT) – Up to 100 free spins to play a new game – 150% bonus up to €350 plus 1 free ticket to the Rocket tournament
Free spins are a promotional offer that is specifically designed for online slot games. These bonuses are often provided as part of no deposit or deposit bonus offers. They can also be awarded as prizes to winners of tournaments and other events. Regardless of the reason for their provision, all free spins come with a predetermined monetary value (for example, €0.10 per spin) and can only be used in specific games, typically one or a limited number of games from a particular game provider. Examples of free spins: – Get 50 free spins on Starburst. – Receive up to 100 free spins on Book of Dead. – Choose one of two games and receive 50 spins. **Free Betting** Free bets are common bonuses offered by online sportsbooks. They are typically given to new customers, inactive players, or loyal customers. Free bets serve both acquisition and retention purposes and can be given as new customer bonuses or as money-back specials on specific events. The primary goal is to encourage betting and foster loyalty.Free Bets Examples €20 Risk-Free Bet – Bet €50 to receive a €100 free bet. If your horse finishes second by a head or less, you will receive the free bet as a refund. Special Offer – If your horse finishes second to the SP favorite, you will also receive a cash refund. Cashback – Cashback is a retention marketing tactic worth considering to build long-term relationships with players. It encourages regular play by allowing players to recover some of their losses. Fixed or percentage-based cashback or other rewards (e.g., free spins) can be issued to eligible players daily, weekly, or monthly to make them feel valued. Examples of Cashback: 15% Cashback Monday Get 10% back on all lost deposits 15% weekly cashbackThese are benefits and privileges reserved exclusively for members of a VIP/loyalty program. They are designed to enhance retention and are often customized to suit the specific needs of players based on their level of engagement within the loyalty program. For example, many loyalty and VIP programs have multiple tiers, with benefits and rewards increasing in number and value as members progress through the program. Examples of loyalty/VIP benefits include: – Birthday bonus – High roller bonus – Invitation to exclusive events – Personal account manager – Higher deposit limits – Faster payouts – Refer-a-friend bonus This is a benefit given to existing members who successfully refer new members to the platform. Depending on the terms of the referral campaign, the referring member may receive some type of reward (e.g., a casino bonus, cash bonus, loyalty points, etc.) when the referred individual signs up and deposits funds.Typically, customers who participate in these promotions are given a unique code or link, which they can share with their friends. This allows the casino to track the referral and reward the appropriate customer for their referrals. Refer-a-friend programs are an effective way for online casinos to attract new players and retain existing customers by offering incentives for their loyalty. Example: Refer a Friend and Receive a €50 Bonus! Online casinos also use tournaments to attract and retain customers. Freeroll tournaments, where there is no entry fee, and buy-in tournaments, where players pay an entry fee to participate, provide an additional incentive for players to compete for prizes such as free spins, cash prizes, merchandise, or trips. These tournaments offer an exciting experience and encourage players to compete against each other for the top prize.Many bonus systems offered by iGaming software platforms can provide all the necessary tools and parameters for setting up tournaments and rake systems, such as leaderboards, prizes, a minimum number of bets required to qualify, and the creation of a prize money pot. Gamification is an effective retention marketing strategy that works well in conjunction with a bonus system. Various methods can be used to gamify a site to make it more engaging and enjoyable for players. These include: – Multi-level missions: These allow players to progress through different reward paths based on their level. For example, completing a mission such as playing a certain number of spins on a specific game can lead to unlocking another mission. – Comp points/website currency: This is a virtual currency that has no real monetary value and is exclusive to the site. Players can earn and collect these points to use in purchasing bonuses, free spins, or even site merchandise. – Tournaments with real-time leaderboards: These encourage competition and provide a sense of achievement for players who perform well. These strategies can help to enhance the player experience and increase engagement with the site.
Cross-Product Bonuses For online gaming operators that provide more than one type of gaming product (such as casino, sportsbook, bingo, poker, and lottery), it is possible to offer bonuses that apply across different verticals. This could include: 1. Free spins for the casino in conjunction with a sportsbook sign-up promotion 2. A sportsbook free bet with a casino welcome bonus 3. Providing players with a choice of welcome bonus options specific to different products (e.g., slots, live dealer games, sportsbooks, poker rooms, bingo) 4. A welcome bonus that is valid across all verticals for selected games, sports events, and other offerings The above list is intended to give a general idea of the types of online gaming promotions that might be offered. It is not an exhaustive list, and the specific types of promotions available will vary depending on factors such as jurisdiction, regulatory requirements, and white-label casino software solutions.Bonus Terms and Conditions No promotional offer is without terms and conditions, and many – particularly deposit bonuses (of all types), free spins, and free bets – are subject to wagering requirements. The aim of these requirements is to ensure that the provision of bonuses continues to benefit the casino, sportsbook, and other operators. To be clear, the iGaming industry exists to make a profit, and not out of a desire to give away freebies. As such, operators impose certain restrictions that must be satisfied before a player may withdraw any winnings derived from their bonuses or free spins. These restrictions are known as “wagering requirements” or “bonus playthrough requirements.” These requirements specify the number of times a player must bet their deposit and the bonus amount before being permitted to withdraw the bonus and associated winnings. For example, let’s consider the following hypothetical wagering requirement: An example of wagering requirement It is important to understand how these requirements work in practice.A new player takes advantage of a 100% match bonus with x30 wagering requirements. They deposit €50, and the casino matches this amount, adding a total of €100 to their account (€50 from the player and €50 from the casino). The wagering requirement for this bonus is x30, meaning that the full €100 must be wagered 30 times before any cash-out is allowed. This means the player needs to play a total of €3,000 in order to meet the wagering requirements (€100 + €2,900).To further understand how the casino gains even more from its house edge (the mathematical advantage that the gambling game has over the player as they play over time), the average Return to Player (RTP) for slots is approximately 97%. This means that the remaining 3% is kept by the casino. When factored into the wagering example above, this amounts to €90, which is the 3% that the casino keeps. This €90 that remains with the casino is greater than the initial bonus of €50 that was awarded to the new player. It should be noted that the calculations in the wagering requirement example are based on average values and are intended to provide a general idea of the system. Actual outcomes may vary, and there may be additional stipulations regarding which types of games count towards wagering requirements. Additionally, it is important to remember that not all bonuses have identical terms and conditions. For instance, some bonuses may have higher or lower requirements.Some bonuses can be withdrawn once certain playthrough requirements have been met. Some bonuses are “sticky”, meaning that they cannot be withdrawn under any circumstances. Some bonuses may only apply to specific types of games, such as slots but not to table games or live casino table games or game shows. Some bonuses may have limits on the maximum bet amount. Some bonuses, particularly free spins, may have limits on the maximum amount that can be won. Given the numerous conditions and restrictions, it is essential that you take every measure to ensure that your terms and conditions are as clear and precise as possible in order to guarantee absolute transparency. It is important for players to be aware of any wagering requirements and to encourage them to read the terms and conditions before accepting any promotional offers. This is not only good business practice, but also helps to ensure compliance with any laws or codes of responsible gambling issued by the regulator that has granted you a gambling license.Having the ability to implement a bonus system and provide various promotions for customers is just the beginning of a successful strategy for a bonus system. To truly create a system that benefits your business and drives profits, you require the tools to make it diverse, flexible, and tailored to meet the needs of your customers. To begin with, affiliate marketing is an essential component of your bonus strategy in terms of attracting new players. It is an effective and cost-efficient way to attract new customers and a win-win situation for your business and affiliates. Not only can affiliates promote your site with a welcome offer, but, depending on the program, you may be able to provide certain affiliates with valuable special offers that are exclusive to their audience.In terms of customer retention, the aim is to provide a personalized customer experience that presents the right incentive at the right time to the right customer. This may seem like an impossible challenge, but with the help of CRM technology to track customer behavior and segment users, it is possible to match specific groups of users with promotions that are more likely to suit their preferences. A more flexible bonus system and wider range of parameters allow for the delivery of standalone or complex bonuses, triggered by various characteristics that apply to specific time periods and conditions, targeting specific groups or even individual users.
