How Things Stood
When an iGaming company builds a new online gambling platform, they set out to create a casino where players are given the chance to win extra points, bonuses, and prizes. After all, everyone loves getting something for free. To achieve this, online casinos are developed in a careful and strategic way that makes the players feel like they are earning freebies.
By creating an online gaming environment where players believe that they are getting more value for their money through bonuses, then they will keep coming back to the casino, therefore increasing the platform's GGR.
Gamers need to feel valued when they are offered extra points, bonuses and prizes, and not think that they are being offered the same deals as everyone else. Online gambling operators therefore need to create customer-centric promotions that don't feel generic or one-size-fits-all.
One of the best ways for online gambling platforms to achieve this is by developing a casino bonus program that satisfies their customers' desire for unique promotions and offers, and stands out ahead of other companies' programs.
Our Plan of Action
Term 3 months
Technologies Java (Spring), Rabbit MQ, PostgreSQL
Our task was to design and build a bonus program which could be seamlessly implemented into our clients' iGaming platforms to incentivize and grow their customer base.
Because we didn't already have a high-quality certified solution for the market, it was necessary for us to develop our own bonus program from scratch. An off-the-shelf solution could not be used, and we needed to start fresh.
With no given operating timeframe prescribed to us, we began to develop this system based on the general needs of the market.
Here's What We Built
Our new casino bonus program was created as a separate microservice based on the Spring Framework. The application could be integrated into the overall system of a site, and it could support interaction with other components through RabbitMQ message queues, which are an external eventbus.
We decided to develop a new feature that allows us to credit bonuses to players based on various user actions which can be completed by the customer.
It was key for us to ensure that enough flexibility was incorporated into the design of the bonus program, so that our clients could inject their own brand personality into the bonus program, and make it unique.
Bonuses could take many different forms, and be based on various user actions such as:
- the first deposit bonus
- specified amount deposit bonuses
- a Visa/MasterCard deposit bonuses
- split bonuses
- multibet bonuses
- 10% cash back bonuses
- a bonus for regular active players on their birthday
… and many more - players are able to accrue bonuses for a combination of events.
We offer up this level of flexibility in order to leave the maximum freedom for clients to fine-tune future bonus programs, and decide on the composition of the bonuses based on their specific player profile. The client can choose to implement any of the events that are relevant for them and therefore they can have an input in designing their own bonus programme.
This project can be seen as somewhat irregular, because at the request of the business, it becomes possible to enter a player's bonus account. This functionality of the system does not include the real funds account, which is maintained via an external application. Transactions therefore may be conducted in systems with 3 separate services - the casino, the wallet service, and the bonus service.