I often find myself scrolling through the game library of a casino, just waiting for the right one to grab my attention. Online casinos often have thousands, even tens of thousands, of games on offer, so providers have learnt some tricks to help themselves stand out.
The most common ways that providers differentiate themselves are through incorporating themes, drawing on popular culture, emphasising scarcity and urgency, popping with bright colours and sounds, or offering a generous jackpot. But what does it take to make our fingers pause and click a casino game? Let me break down five of the methods for you.
From the Jungle to Christmas—Themed Games
Themed games are one of the most common ways that casinos grab your attention. If you can think of a theme, it’s almost guaranteed there’s a game out there themed around it. I’ve seen slots with themes ranging from Ancient Egypt and the Vikings to Christmas and Ireland. Each time I scroll through an online casino, I encounter a new slot theme that stops me in my tracks, like the Great Barrier Reef slot I saw recently!
Why are Themed Games So Popular?
If a player is interested in the theme of a game, they’re already halfway to enjoying it. Drawing on the existing enjoyment is a valuable selling point for casinos when it comes to encouraging players to try a game.
Players are much more likely to click on a game themed around something they’re already interested in. For example, if they’re a fishing fiend, a new fishing-themed slot will be more appealing to them. Creating a game within an already popular theme means there’s a guaranteed fanbase. That explains why there are so many iterations of fishing slots!
Pulling From Popular Culture
Incorporating popular culture is another way casino games can stand out from the crowd. Whether it’s a popular television show, board game, or band, there’s likely a casino game themed around it. I’ve seen games based around Game of Thrones, Monopoly, and even Downton Abbey.
If you’re a fan of the bands Kiss, Motley Crue, Alice Cooper, or ZZ Top, you’re in luck! These are just some of the bands that have partnered with slot providers to create games using their music.
Why do Players Love Pop-Culture Casino Games?
Similar to themed games, those that pull from popular culture have a guaranteed fanbase. Fans of the game, show, or band are much more likely to play these games than any other generic alternatives.
They can also be pretty eye-catching in terms of graphics, making use of the icons associated with the theme. Monopoly-themed slots incorporate graphics with the iconic board squares and Mr Monopoly, while Game of Thronesslots feature the houses and characters.
For band-themed slots, it’s more common for the sound effects to do a lot of the heavy lifting. Providers will draw on the best-known music from the band and utilise it in their games, allowing players to combine the fun of gaming with the music they enjoy.
Run, Don’t Walk! The Impact of Scarcity and Urgency
Many casino games will make use of the popular marketing concepts of scarcity and urgency to encourage players to give a game a go. You’ve likely seen these tactics used by influencers, for example, when they say “Run, don’t walk!” when advertising a product. This phrase implies both scarcity and urgency, making viewers feel like they have to purchase what they’re selling right then and there. After all, nobody wants to feel like they’re missing out!
When it comes to online casinos, I’ve often seen scarcity and urgency being used for exclusive bonuses and seasonal bonuses. These bonuses are only available for a short period of time, such as a few days around Christmas. Often, they’re advertised alongside a countdown of how long they’re available or a phrase like “30 days to claim”.
Although we may not realise it, these principles are used everywhere. Every time there’s an offer that expires or an exclusive game, they’re drawing on scarcity and urgency.
How Does the Psychology of Scarcity and Urgency Work?
Scarcity and urgency make us feel like we’re at risk of missing out on a bonus or a game. We feel compelled to act quickly to make sure we don’t miss out. A dwindling supply or limited number of bonus codes also makes us feel like a product or game is more desirable, leading to more players.
You might be questioning the real-world impact of these techniques, but multiple studies highlight their effectiveness. Scarcity and urgency tactics lead to increased product desirability, enhanced perceptions of exclusivity, quality, value, and greater purchase intentions.
The fear of missing out, or FOMO as you’ve likely heard it called, is another very real psychological phenomenon behind the potency of scarcity and urgency. It compels us to try the limited-time casino game or make the most of a limited-time bonus, so we don’t feel left out.
Eye and Ear Catching—Colours and Sounds
If you haven’t before, take a few minutes to scroll through the library of an online casino. There’s likely one thing you can’t ignore—how bright and colourful all the games are. Casino games use the most vibrant colours available to jump out at us in a competitive market.
Just the other day, I was marvelling at an Irish-themed slot game packed with verdant shamrocks and glittering gold coins beneath a vivid rainbow. Not only does this support the game’s theme, but it also makes the game memorable.
Why are Bright Colours So Appealing?
Just walk the aisles of your local supermarket and you’ll see how effective colour is at grabbing our attention. Look at how many of your favourite sweets and crisps are covered in bright, shiny packaging. That’s because of the impact of our perception of colours.
Put it this way: are you more likely to pick up juice in a vibrant green carton or a plain brown one? That’s because we associate green with plants and health. For a juice, that’s a valuable association that can help it fly off the shelves. Dull colours simply don’t have the same appeal, which is why you’ll rarely see any grey sweets!
Online casinos also make use of these associations to grab our attention. For example, if I see alternating red and black segments, it automatically signals roulette to me. Another colour association is gold. It’s one of the most common colours to see at an online casino because of its appealing connotations of wealth and exclusivity.
Sounding Good—How do Sounds Sell a Game?
Casino games use audio as well as visual appeal. If you hover over a game on an online casino, a taster of the gameplay will often play. Think of how unappealing and downright odd it would be if the game were completely silent. That’s because music and sounds are an essential part of the experience.
Just like visuals, sounds also come with associations. Whether it’s the sound of coins jingling or the iconic slot machine bell, online casinos use sounds to signify a win. If we hear these sounds before we’ve played a game, we’re more likely to expect to win and to give it a try.
It’s not only the association of winning; sounds are used to build an atmosphere and theme. After all, no bustling casino environment is complete without a cacophony of sounds. And what would a safari-themed slot game be without roaring lions or the trumpeting of an elephant? For slots themed around television shows or bands, they can incorporate iconic music into the games to heighten the appeal.
The Draw of the Jackpot
There’s one final thing that is sure to grab a player’s attention at an online casino: the potential of a big win. One of my favourite casino games, progressive jackpot slots, is a prime example of this. In these games, the prize on offer increases alongside the number of spins, paving the way for some substantial potential wins.
Often, when you’re scrolling through the library of an online casino, you’ll see what the jackpot is sitting at. I’ll admit how much I enjoy sitting and watching the number grow and grow. It’s not uncommon for these to be some pretty staggering numbers, often reaching into the hundreds of thousands, even millions.
The biggest jackpot payout on an online slot machine was £13,209,300, won on a progressive slot, Mega Moolah, in 2015. It’s no wonder these sizable jackpots can grab our attention.
Why are Online Casino Games So Eye-catching?
As you’ve discovered in this article, there are plenty of tricks of the trade when it comes to grabbing the attention of players. Whether it’s a generous jackpot, theming a game on our favourite television show, or offering exclusive bonuses, casino games draw on psychology to get people playing.
To stand out in a crowded market, a casino game has to be vibrant, unique, and most importantly, offer the chance to win big. When a casino game combines all these tricks, you can pretty much guarantee they’ll be reaping the rewards with clicks.
Since 2020, Slobodan Brkljac has been helping players make informed choices about online slots. He has a deep passion for slots games and combines his expertise in mechanics with his enthusiasm for the thrill of playing games. His deep understanding of gameplay mechanics helps him to give both new and experienced players unbiased analyses.
