New loyalty program using gamification

12 October 2018

Danish-based Reward Group, a company aimed at revolutionising the online gaming industry with their gamified loyalty concept, just released the first version of their loyalty program, EkstraPoint, in Norway and Denmark.

“For us, it was the natural way to go. If you are making a loyalty program for players, why not incorporate gaming as part of the way users interact with the site?” explains co-founder Kevin Mikkelsen, original founder and CEO of PokerChamps.com, one of the very first online poker sites, subsequently acquired by Betfair.

Built on top of a range of social casino games, EkstraPoint offers 40 custom-made Slot Machines specifically created to generate leads and signups to the Ekstrapoint rewards program. Slot machines are customized with local content specific to each country and market.

“At the heart of the program lies the new concept of Gamified Loyalty Points. Players are challenged to earn points across several activities and events from SoMe activities, user-submitted casino reviews, competitions, social casino games and most importantly from registering, depositing and playing on a wide range of real money casino brands” says Kevin Mikkelsen.

With more than a 70% participation rate on the weekly competitions, the idea of engaging users through gamification seems to be a winning formula.

EkstraPoint was released in Norway at the beginning of September and in the first month, it has proven itself capable of reaching its business goals. “Our model is already yielding good results in revenue and FTD (first time depositing player) conversion rates which have risen by more than 60% among the participating casinos in the first month since going live in Norway” explains Reward Group CEO and co-founder Jimmi Meilstrup.

EkstraPoint just added its second country by launching in Denmark and is planning a rapid roll-out in the rest of Scandinavia and The Netherlands during this fall. An even larger expansion into the rest of Europe, beginning with Germany, will happen in 2019.

“To reach our goal of launching within most of Europe in 2019, we are currently talking to investors, and the plan is to bring one or two active investors onboard, in order for us to keep our momentum going,” says Jimmi Meilstrup.

Reward Group is not in a rush, however, explains Jimmi Meilstrup: “The important thing for us is to find the right investors. We’re in all black numbers and have financed development ourselves so far, so we have time to wait for the right deal.”