“You never get a second chance to make a first impression.” A gem of wisdom that hits the bullseye in the world of iGaming products.
In casino games, that first click, that first impression, sets the tone for the player’s onboarding journey, determining how deeply they dive into the gameplay and how long they linger within it.
90% of consumers make their purchase decisions within the first few seconds of encountering a product. Believe it operates differently for online casino games? Absolutely not. When launching a casino game on a device for the first time and making that initial click or spin, it establishes the trajectory for the player’s subsequent interaction with the product.
Here is how everything comes together to create a casino game that captivates players right from the first click.
What players generally expect when they start playing online casino games
The solution to this dilemma is pretty straightforward. Considering that iGaming is all about gambling entertainment, players are looking for the thrill of scoring a win but also with a touch of enjoyment.
To reach this goal, players must grasp how to attain it; otherwise, the game won’t capture their interest. Every aspect of the iGaming product comes into play here:
- features;
- mechanics;
- setting;
- consistent game plot;
- user-friendly interface;
- responsive design;
- visual hierarchy;
- clear and concise information;
- engaging animations;
- in-game tutorials;
- colour scheme and contrast;
- intuitive navigation.
In a nutshell, when players dive into the casino game, they have to get an instantaneous understanding of the button to click and its purpose. If this threshold isn’t met, a gambler might decide to leave the game and explore alternatives that appear more comprehensible to them.
Ensuring audience expectations are met is crucial in creating a first impression for players, where they feel like, “I know what to do in the game and why. I understand what I need for a win.”
For instance, when a casino game features an engaging bonus round, players should be informed from the start that there’s an opportunity to activate it. So the game is worth the candle *read “time”*.
But there are also various reasons why people engage in gaming. Often, players opt for this form of leisure because of several factors. When starting a game, they anticipate achieving at least one of their goals.
Why is the first click so crucial for engaging players?
The first impression is the last impression, indeed. It builds a “bridge of trust” between a game and a player, predetermining how long they will stay with it. Research indicates that an overwhelming percentage of players, often exceeding 70%, form enduring impressions of a game based on this initial interaction. As the gateway to the gaming experience, it not only introduces players to the mechanics and aesthetics but also sets the tone for the entire journey.
Developers keenly understand that a compelling first click significantly influences whether iGamers continue playing, with an estimated 80% of users making this decision within the first few minutes of gameplay. Crafting an engaging and informative first-click experience is crucial, as content that succeeds in doing so tends to retain over 60% of players.
Ways to design onboarding experience for creating emotional connections with players
Businesses often use the hype word “hooks.” They serve as initial points of engagement, aiming to pique curiosity and draw attention to specific products, services, or promotional messages. They play a crucial role in marketing and communication strategies by creating a memorable and compelling impression on the target audience.
When discussing online casino games, these “hooks” are what underpin the primary emotion, and that emotion is anticipation. Players expect to win, receive a bonus round, additional spins, or any other perks that excite them.
This is where every game element comes together to form a power play. Incorporating dynamic graphics and sound effects that escalate as players approach potential wins creates a sensory build-up. Moreover, introducing visually stimulating elements like animated reels or engaging storylines within the games can captivate players’ attention, keeping them invested in the unfolding narrative. Progressive features, such as bonus rounds or jackpot accumulations, intensify the thrill, offering players a taste of imminent success. Additionally, real-time updates on jackpot sizes or live leaderboards showcasing successful players foster a competitive atmosphere, intensifying the anticipation of achieving notable victories.
The key is still the same – understanding is the name of the game. Building an emotional connection only happens when the player truly grasps what’s happening.
According to cognitive appraisal theory, emotions are a result of the cognitive appraisal of a situation. Understanding or making sense of a situation can influence the emotional response. If something is more familiar or understandable, it may lead to a stronger emotional connection.
Introducing and guiding players through features during the game onboarding process
The biggest realisation of all is that, in the world of iGaming content, it’s not just about what you see on the surface; it’s about how you perceive it. This principle stands out as a golden rule, emphasising that every move within the game holds significance.
You can kick things off with a special intro into the bonus round that unfolds with a strategic combination of visual and auditory elements. Subtle animations and a dynamic soundtrack create a transition that immerses players in an environment of heightened anticipation. This deliberate presentation aims to engage players on a sensory level. Whether it’s a brief spark or a sudden sound precisely timed, it adds a layer of suspense.
The primary objective is to prepare the player for the special moment they’re about to experience in a matter of seconds. A significant aspect of these practices is closely tied to the video gaming industry. Take, for instance, a game with a boss that players need to overcome. Just before encountering the boss, there’s this tension-building moment where the game introduces music or sound effects. The background might shift in colour or darken, signalling to players that something special is about to unfold.
Let’s examine this in the context of slots – the very foundation of gambling. Before Free Spins, certain reel zones may be highlighted, creating a brighter ambience with flashes of lightning. Developers also implement particle effects like sparkling stars, colourful explosions, or cascading elements to signify the commencement of Free Spins. Background transformation to a more dynamic or visually appealing scene can also contribute to the feeling of entering a special mode.
Big wins are like the cherry on top. Players eagerly await that thrilling moment when the tides turn, savouring the anticipation. The symbols shaking on the screen, along with a special melody, signal to players that the awaited big win is getting closer. Can they feel the connection? Absolutely, yes.
Yes, but…
We should never underestimate how the game’s mathematics plays a crucial role in creating a positive onboarding and future playing experience.
Think about it: a player gets drawn in by the game’s design, plot, and stunning animation, but if they aren’t happy with how often they win, there’s a good chance they might leave the game. It’s that crucial.
The same goes for marketing to a target audience. The product needs to connect with players, and that means developers have to promote the game to an audience that truly syncs with it. Even the best iGaming products, with all the bells and whistles, can be overlooked if they don’t align with the players’ interests.
Intuitive design is just as important. It can either enhance or spoil the player experience. Imagine playing a casino game without a proper button to exit. That could lead a player to leave the website instead of just closing the game. Plus, considering that over 50% of iGamers prefer mobile, the gameplay on a device should be super comfortable. Picture yourself killing time on public transport, holding your phone with one hand and a grip with the other – you shouldn’t need extra effort to play. Convenience is also the name of the game.
A well-crafted player onboarding = or ≠ long-term user retention?
Crafting a seamless onboarding experience in online casino games is a strategic investment that significantly influences user retention. The initial interactions with the game play a crucial role in shaping a positive impression, fostering ease and familiarity. Intuitive design ensures players quickly understand game mechanics, reducing frustration and increasing overall satisfaction.
While we can argue that it is more relatable to other businesses than iGaming, the decision to continue playing an online casino game shares parallels with choosing to purchase a smartwatch, for example. Both are shaped by the initial experience and the integration of features, creating an emotional connection that significantly influences the user’s decision to either stay engaged or explore alternative options.
While a successful onboarding process is undeniably valuable, it doesn’t serve as a one-size-fits-all solution for player engagement and retention. Regrettably, the reality is more complex, and additional factors beyond onboarding contribute significantly to the dynamic landscape of player involvement.
Even with a well-designed onboarding process, sustaining player engagement relies on various factors beyond the game introduction. Mechanics, content diversity, and mathematics play crucial roles, as a lack of innovation, winning experience, or monotony in gameplay can hinder a player’s long-term interest.
The key lies in crafting impeccable UI/UX for your games, ensuring pixel-perfect design. However, it’s crucial to recognise that this is just the basic rung on the iGaming experience ladder. Engage players with the first click and ensure a user-friendly journey as they ascend to its pinnacle.
You never get a second chance to make a first impression, yet you always possess an entire gameplay to ensure that the initial click is worthwhile.
