Slot tournaments are a popular feature in the UK online casino market, blending the excitement of competitive play with the simplicity and fun of spinning the reels. But what makes these tournaments so popular with players? And how can casinos use them to boost retention while also attracting new players?
To explore these questions, we turned to Milla Gustafsson, Bojoko’s Slot Expert, who brings years of experience analyzing player preferences and trends in the online casino space. In this conversation, Gustafsson breaks down the appeal of slot tournaments, explains why thousands of Brits actively search for them each month, and shares how operators can leverage these events to grow their player base and foster loyalty.
Why do slot tournaments resonate so strongly?
“Slot tournaments tap into the competitive spirit that so many players love. Slots are traditionally a solitary experience, but tournaments introduce an exciting social element. Players aren’t just spinning reels—they’re competing against others for a spot on the leaderboard and the chance to win prizes.
“There’s also the thrill of progression. Seeing your name climb the leaderboard after a big spin adds another layer of excitement that standard slot play can’t replicate. Plus, tournaments often come with additional rewards like cash prizes or free spins, which make them even more enticing.”
How do slot tournaments impact player retention?
“Retention is where slot tournaments really shine. For one, they keep players coming back to your site. Well-designed tournaments create a sense of urgency—players want to return to improve their position on the leaderboard or defend their top spot, and then, if they like the experience, they’ll keep coming back for more.
“Tournaments also make slots more fun and engaging. By turning gameplay into a shared experience, they give players a reason to stay and explore your site longer. Over time, this builds loyalty as players associate your casino with that added layer of excitement.”
What about acquisition? Are slot tournaments effective in attracting new players?
“Absolutely. It should come as no surprise that thousands of Brits are searching for online slot tournaments every month. In other words, there’s a significant audience looking for slot tournaments and the casinos that host them.
“Offering tournaments gives your casino an edge in attracting these players, especially if you promote them effectively through affiliates like Bojoko or targeted marketing campaigns. We have an overview of online casinos that host slot tournaments, and players can quickly compare them, visit the best options, and make their choice. Being present on our page and on similar pages at our competitors is an easy way to connect with hoards of British tournament lovers and increase your FTDs.”
How should casinos design slot tournaments to maximize their impact on retention and acquisition?
“It starts with the format. Simplicity is key—players need to understand the rules and scoring system at a glance. Whether it’s based on the highest single win, total wins, bonus rounds unlocked, or number of spins played, make sure the mechanics are clear and accessible.
“Prizes are another crucial factor. They don’t have to be extravagant, but they should feel rewarding. Cash prizes, bonuses, free spins, or even loyalty points can all work well. The important thing is to balance the value of the prizes with the cost of entry to the tournament, whether it’s free-to-enter or tied to wagering requirements.
“Finally, communication is essential. Promote your tournaments well in advance through email, social media, and affiliates like Bojoko so players know when and where to join. Having the next ornaments after your current one visible on your site, perhaps with a countdown clock to when they open, is an easy way to let your players know what they can enjoy next.
“You should also not be afraid of having multiplier tournaments set up at the same time, perhaps some daily, others weekly, etc., to ensure that there is always something going on.
“You should also ensure that the games you include appeal to your users. Yes, tournaments can also be used to introduce players to slots you believe in, but follow the data and see what games are consistently played and which gain the most traction. Additional considerations, such as their RTP, should also enter the puzzle.”
Are there any challenges operators should be aware of when implementing slot tournaments?
“One of the biggest challenges is balancing engagement with fairness. Players need to feel like they have a genuine chance of winning, regardless of their budget. For example, tournaments that reward the highest single win can level the playing field, as smaller bets can still qualify for big prizes.
“There’s also the cost to consider. Running a tournament requires investment, not just in prizes but also in the infrastructure to track performance and maintain leaderboards. However, when executed well, the boost in retention and acquisition can more than justify the expense, especially given the heightened activity.
“There are many ways to attract players. I know my colleagues have spoken to you in the past about issues such as payout averages, but the great thing about tournaments is that they attract the kinds of players who are coming to stay. They are literally looking for casinos where they can join and compete and then repeat the process over and over again rather than looking for a one-time bonus. This is, in other words, excellent traffic you want to have a share of.”
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