Yggdrasil’s Chief Product Officer Krzysztof Opałka discusses how the company’s new in-game promotional tool, Mystery Cash Race, can help operators boost retention.
Yggdrasil Gaming has confirmed the launch of an industry-first in-game promotional tool, Mystery Cash Race which the company claims will allow operators to create unique promotions themselves.
Mystery Cash Race, the company’s latest in a long line of industry-firsts allows operators to define a period during which any spin can be awarded with a prize from the operator’s prize pool.
Commenting on the feature, Krzysztof Opałka, Yggdrasil’s Chief Product Officer, said: “The mystery element of this tool is that cash rewards are hidden, so players do not know what the remaining prize pool is.
“Operators can create unique promotions in Yggdrasil’s slots using images from a library to customise the gaming experience. In the near future, operators will also be able to upload and use their own images when creating promotions.
It follows on from the original Cash Race, which Yggdrasil launched last summer during the opening game of European Championship with a network campaign open to all operators. A €10,000 prize pool was given away during the half-time of the game, demonstrating its huge potential as a cross-selling tool between sports betting and casino.”
He continued: “Operators can run a Mystery Cash Race campaign in any Yggdrasil slot that supports Cash Races, and any spin can trigger an extra cash reward from the predefined prize pool. It is an ideal tool for short campaigns, generating a huge increase in turnover. The feature is easily set up, prizes are paid out automatically, and it offers the same experience across desktop and mobile.
“Online slots players are bombarded with a wide choice of operators, games, and bonuses, so it is crucial for operators to stand out from the crowd. Basic free spins and quality content are no longer enough to capture the attention of many players. Games must be backed up by a strong promotional infrastructure and creative strategy that ensures players remain engaged. That is where the importance of using innovative promotional tools comes in.”
Opałka believes that the potential of these tools to improve the gaming experience is almost unlimited. He explained: “By drawing upon gamification elements, we move away from purely relying on the content of our slots to engage players.
“This is still a relatively new approach, but Yggdrasil’s success over recent years is an indication that operators are both receptive to and expectant of a stream of exciting innovative promotional tools to move forward in the current market.
With CPAs on the rise, retention is the key battleground for operators, meaning slots suppliers need to step up their game. We continue to relentlessly pursue innovation, as is evident by our series of recent releases including BRAG, our industry-first social sharing tool.”
Discussing the implications of their new tool across the industry, Opałka concluded: “This is an exciting time for the online casino industry – new markets are regulating, new channels and technologies are emerging, and we have an opportunity to continue to grow the sector. But it will only be those who understand the power of promotion that will succeed.”