Online gaming (or iGaming) is a diverse category that consists of many different niches, and this ecosystem is in a state of constant motion.
New ways to play open new business opportunities and the industry is rapidly evolving to accommodate the latest changes of customer expectations.
Traditional casino websites are increasingly facing competition from social casino games, which are deployed on social media sites largely depend on classic gambling mechanics but don’t require money to play.
The unexpected popularity of these games is an interesting case study that could shed some light on what players actually expect from gaming providers today:
Free to Play Games Attract Casual Players
This game category is mostly aimed at players who otherwise wouldn’t bother playing casino games. In order to play on PowerPlay’s online casino platform, they would need to create new accounts and spend some money out of pocket.
That’s not the case with social casino games, which are readily available with a Facebook or Instagram account and are completely free to play.
Poker or roulette can be just as fun when you are winning virtual currency rather than real money, and this mode appeals to far more people since not everybody has loose cash to spend on gaming.
In effect, social casino games are drawing from a large, untapped pool of players that is not geographically limited.
Simple Rules and Fleshy Visuals Drive Engagement
Versions of casino games you can find on social platforms are typically designed primarily for engagement rather than tactical depth. They tend to look attractive and often use strong colors and dynamic graphics to keep the screen busy at all times.
Again, the goal is to provide the casual player with an opportunity to experience casino-like gameplay without having to learn the nuances or even pay too much attention.
Some of these games are based on casino mainstays like blackjack or baccarat, although other titles may use gambling mechanics in innovative ways. As this niche matures, it’s logical to expect more game variety and genre differentiation.
Risk-Free Alternative to Traditional Casinos
Social casino games are just for fun, and even if your luck is rotten you still won’t lose anything with real-world value. You can play with ‘gold’ or another virtual token that is exclusive to that particular game and can’t be exchanged for real money.
Elimination of financial incentives to play solves some of the most persistent issues with iGaming, namely fraudulent activity, compulsive play, and money laundering.
Players who adopt such games into their daily routines may spend a bit too much time, but at least they are not going to put their monthly budget at risk.
That’s why games of this type are perceived as safer than classic casino platforms, and there is practically no stigma attached to participating.
How Are Social Casinos Monetised?
Since online casino games don’t require players to use their wallets, it’s interesting to look at how this business model can survive in the real economy. As it turns out, games of this type aren’t intended to be standalone money-makers and instead serve a supporting role for their owners.
Social media companies are competing for users’ time and they need content that keeps the user actively interacting for long periods. By driving traffic and engagement for the platforms, games are pulling their weight financially and in some cases even contributing to profits.
This business approach makes sense only in the context of massive social media platforms with existing huge global membership, as it leverages ‘the network effect’ to make casino gaming more accessible and socially acceptable.
