Mobile apps have been revolutionary for businesses that have targeted users of smartphones and tablets. These portable gadgets have become an extension of the human body for so much of the world's population, with it estimated that around 6.84 billion are in the market; a number that represents 85% of the total number of people.
The availability of apps has allowed businesses to have instant access to potential customers. Users can download the program and access it whenever they want, from the palm of their hands and at their fingertips.
Undeniably, there has been a lot of psychology that has gone into the design of apps in today's market, too. Many of the apps that are downloadable from the Google Play Store or the App Store are now free of charge in the initial stages. This has meant that they are available to everyone, as there is no financial constraint to downloading them initially.
However, businesses have been able to use that to their advantage, as they have been able to implement features inside the apps that require in-app purchases and microtransactions to be made. For instance, games can be free to download, but they can contain in-game purchases that can help them to get further and complete levels that are too difficult to conquer without additional assistance.
The online casino market has been a big adopter of mobile apps, with many of the top sites providing their players with the ability to use one. While most have ensured they offer a streamlined experience on a web browser, they recognize that many prefer to use an app for all of their gambling needs.
What strategies are online casinos using to generate revenues through the use of an app?
Almost all of the top online casinos will provide their users with the ability to use a downloadable app. They are often free to download and allow players to transfer their gameplay experience from one device to another, such as being able to make a deposit or withdraw from their account and play the same types of games.
Much like many game developers, they also implement various methods that encourage users to make in-game purchases and microtransactions. They can often leverage psychological principles to do this, with various techniques often being used.
Virtual Currency
They may opt to use virtual currency as a way of encouraging players to spend money and play. It may be used as the in-game currency to play certain games. Psychologically, this can create an illusion about the money that is being spent, as players may not associate it with real money once they have it available. Players may be more willing to spend on "fake" currency as they may feel it is more justifiable to use than actual money.
Bonuses & Rewards
Bonuses and rewards in various guises can encourage players to spend money in-app. Gamers are always looking to get more for their money in terms of value, and incentives like this can entice them to spend. Limited-time offers and personalized offers can also be very attractive psychologically, as these can leave players feeling valued, or send them into a feeling of panic at potentially missing out. Rewards can also be random and only be provided when a certain amount has been spent, leaving players feeling they need to try and capitalize on the possibility of getting something for their money.
Special Features
A casino app that contains a number of special features can have a psychological impact on a user, thus forcing them to spend on in-game purchases and make various microtransactions. A casino could look to implement things, such as:
-
Loyalty Schemes that reward players for spending a certain amount.
-
Social features that can promote competitiveness, thus leaving users to feel as though they need to be the best.
-
Special events and tournaments which can encourage players to spend as they look to complete tasks or try to win prizes.
The use of leaderboards, cooperative games, and in-game chat features can encourage players to be competitive. In their quests to be the best, they may find that they want to spend money to prove themselves and show off their status. While also forming a sense of community which players can often desire, the online casino can make sure engagement is also at its possible highest.
Final Thoughts
In-app purchases and microtransactions are a key revenue stream for almost every business and industry that offers a mobile app. A lot of psychology is being used to make these techniques as effective as possible for businesses, with the online casino industry among those that will benefit greatly.
Operators have been able to use features that can encourage competitiveness to try and incentivize players to spend money. At the same time, they have tried to create a disconnect between real and virtual money, as they recognize the willingness individuals may have to play more when they are not spending actual cash.