As the Canadian online gambling industry has continued to evolve in recent years, one particular facet of this increasingly dynamic landscape has been the incorporation of social features into everyday betting and gaming experiences. Largely reflecting global trends, leading companies have started to shift towards a more community based, socially interactive approach effectively turning the notion that iGaming is a solitary activity on its head. So, how exactly are social features now being integrated into our favorite online experiences and what are the reasons behind this development?
Chat Rooms and Multiplayer Games
A major recent element of online casinos is the addition of chat rooms and multiplayer capabilities to popular games. This simple tweak has transformed solo player games into shared experiences where players can interact with each other, able to share strategies and generally get to know like-minded people. The ability for individuals to garner a sense of belonging is powerful, making them feel part of something bigger and ultimately keeping them engaged in the game. The importance of being social truly cannot be understated. In addition, the development of more multiplayer games in which individuals play both with and against each other has added an additional dimension to the online experience. Going beyond the traditional online casino playbook, these multiplayer games allow for teamwork and co-operative play between players in order to achieve greater rewards than is possible individually.
Gamification of Online Experiences
In many ways this ties in to the overall gamification of online casino experiences where rewards and prizes are now being awarded for various achievements such as making a certain number of bets or in-game winning streaks. Online platforms are also borrowing features from the video game and social media industries, incorporating personalized avatars and profiles, fostering a sense of individuality when playing on a real money online casino in Canada. The addition of leaderboards and competitions on sites has allowed players to compete against each other in a more quantifiable way further encouraging more frequent engagement.
Embracing the Entertainment Value
Identifying the specific social features that have been added to many online gaming platforms helps paint a clearer picture of the way in which these new social platforms are distinguishing themselves from traditional online casinos. While previously, the focus was purely on the potential for financial gain, newer sites are embracing the entertainment value of online gaming, understanding the importance of social elements.
Changing Consumer Expectations
Taking a closer look at the reasons behind this recent development in the online betting and gaming landscape, it becomes clear that there are multiple factors in play. Several industry experts point to a general sea change in consumer expectations not just in the online gambling industry, but in the entertainment as a whole. They point to the fact that other entertainment leaders such as Spotify and Netflix are now bringing social features to the forefront of their platforms, aware of how these features can enhance the customer experience. Players are now expecting more from online platforms, and considering how competitive the industry has become, companies must address customer desire or risk losing their footing in the market.
Matching the Glamour of Vegas
While trips to land-based casinos and bookmakers have a rich social history, long associated with events such as the races and adult playgrounds like Las Vegas, online platforms are quite the opposite. Until recently, iGaming companies appeared to have forgotten about this crucial aspect to gambling. Not just a chance for financial gain but an event designed for entertainment and social interaction. By incorporating the features discussed above, social casinos can begin to bridge this gap and enhance the online experience for their audience.
Evolving with the Audience
It is also important to consider the current and future audience base of these platforms, with Millennials and those from Gen Z soon to be the overwhelming majority. These generations have grown up with social media and digital interactions, in many ways it is how they engage with the world around them. Look no further than the fact that Gen Z are now using social media instead of Google when searching the web. Companies know that to maintain a strong userbase in the future, they must adapt to the constantly evolving digital world.
Assessing the impact
It is clear that the incorporation of social features into betting and gaming experiences have had a significant impact on user engagement, especially in Canada which has witnessed a sharp rise in the popularity of online casino games in recent years. By fostering a sense of community and belonging it appears as though online platforms have been able to attract a broader audience base than previous. Players are now finding their online experience more immersive and enjoyable, highlighted by the increased player retention experience by many leading sites.
As the digital environment becomes increasingly vital to our everyday lives and modern technologies further enhance the realms of what is possible, we can expect the social betting experience to continue its rapid development.
