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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.
The Challenges We Overcame

One of the major challenges involved in a project like this is legislative red tape, which resulted in us needing to develop our own bonus system to achieve our goal. A simple, ready-made solution could not be used. We therefore had to begin the development process by judging ourselves what the common needs of operators and their customers would be.

We needed to integrate the solution into an existing process. This required us to work directly with the player's balance rather than with preconfigured solutions provided by other teams. As a result of this, we didn't have the opportunity to synchronize with these commands, and it was necessary for us to integrate a whole new system.

This was a challenge for us, but in order to overcome it, we began to aggregate bonus funds on our side. We could then create a separate statistics service, make a system of sampling, and complete distribution of the bonuses. It was only after this point that our statistics service was converted into a real model as part of the system.

The Difference We Made

We managed to develop a system whereby players could accrue bonuses flexibly, depending on their preferences.

No longer do online casinos have to choose a one-size-fits-all bonus program; instead, they can create a bonus program that suits their players depending on their character profiles and playing preferences. Whether this is birthday bonuses, deposit bonuses, multibet bonuses or more, iGaming operators can breathe more life into their bonus programs thanks to our new creation.

With a bonus system separate from the wallet service or the casino itself, operators have much more freedom and can inject more of their own personality into their bonuses, giving players a more authentic and unique experience every time they enter the casino. For customers, this provides them with a bonus experience that they can't get anywhere else, and which has been built with them firmly in mind.

Our bonus system can be integrated into online gambling platforms with minimal friction, and help iGaming businesses grow their user base with player-centric bonuses that inspire and motivate players to engage with their games.

For online casinos with a stagnant or out-dated bonus program that needs to be refreshed and updated, our new bonus program is the perfect way to re-energise the customer's playing experience and start building long standing relationships with customers.
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