The iGaming industry is constantly evolving, with operators finding new ways to engage players and foster loyalty. One of the most effective yet often overlooked strategies is gifting—a tool that goes beyond traditional incentives to create genuine connections with players.
To explore the impact of gifting in iGaming, we spoke with Sam Vikström, Business Director of iGaming at Framme Group, a leader in VIP loyalty and gifting solutions. Here, we delve into how automation, personalisation, and data-driven insights are redefining player engagement and why gifting is becoming a must-have for operators looking to stand out.
Why Gifting Works: Beyond the Transactional Relationship
In a competitive market where brands fight for attention, gifting offers a tangible and emotionally resonant way to connect with players. Rather than relying solely on bonuses or promotional offers, gifting adds a physical, personalised touch to player interactions.
“Gifting has a powerful effect on the player experience because it goes beyond the digital realm, creating a tangible connection with players,” says Sam Vikström. “When a player receives a thoughtfully chosen gift, it strengthens their emotional connection to the brand, makes them feel valued, and ultimately builds trust and loyalty.”
In iGaming, where churn rates are high, making players feel appreciated can be the difference between a one-time player and a loyal, long-term customer. Personalised gifting—whether a high-end product, an exclusive experience, or something tailored to a player’s interests—creates a sense of exclusivity that standard offers cannot match.
The Role of Data & Automation in Gifting Strategies
Unlike traditional loyalty programs, modern gifting strategies leverage data and automation to enhance personalisation at scale.
“Framme focuses on automation, personalisation, and data-driven insights,” Vikström explains. “Unlike many other solutions that offer a one-size-fits-all approach, we offer a seamless and highly customisable platform that automates the entire gifting process—from gift selection to logistics and delivery—while gathering valuable data at every step.”
Through data insights, operators can refine their gifting approach by:
- Understanding player preferences and choosing gifts that resonate.
- Tracking engagement metrics to see which gifts drive the highest retention.
- Timing gifts effectively to boost player reactivation and long-term loyalty.
The ability to tailor gifts based on player behaviour ensures that each touchpoint feels meaningful rather than generic. This level of personalisation helps operators foster deeper relationships with their most valuable players.
Gifting & Gen Z: What Younger Players Want
Younger audiences, particularly Gen Z, value experiential gifts and digital-savvy rewards over traditional material incentives.
“Gen Z expects brands to offer authenticity, personalisation, and a strong alignment with their values,” Vikström notes. “We’re seeing that experiential gifts and digital-savvy items resonate well with this demographic. They also value brands that align with sustainability and transparency, so we curate gifts that reflect these values.”
For this audience, an exclusive VIP experience or a customisable gift can be far more impactful than a generic reward. Giving players the power of choice—whether through gift selection or curated experiences—ensures a personalised and memorable interaction.
Will Gifting Become More Popular in iGaming?
The iGaming landscape is becoming increasingly competitive, with operators looking for differentiation beyond bonuses. According to Vikström, gifting will continue to grow as a key loyalty strategy.
“Gifting provides a unique avenue for creating memorable experiences that foster loyalty and engagement. As the industry becomes more data-driven, operators will have the tools to execute highly personalised gifting strategies that are not only effective but also scalable. The push for sustainable practices will also play a role, as operators look for ways to build lasting connections through thoughtful, less wasteful gifting.”
As data-driven personalisation and automation improve, gifting will move from being an add-on to a core retention strategy. Operators who embrace this shift will not only enhance brand perception but also gain a competitive edge in player engagement.
Final Takeaways: How Operators Can Implement a Gifting Strategy
For operators looking to leverage gifting effectively, Vikström offers three key takeaways:
- Set Clear Objectives: Define the goals behind gifting, whether boosting VIP retention, reactivating inactive players, or enhancing brand perception.
- Leverage Data & Automation: Use data insights to personalise gifting and automate processes to scale efficiently.
- Focus on the Experience: Think beyond the gift itself—create an engaging unboxing experience that aligns with your brand and enhances player enjoyment.
The Bottom Line
Gifting in iGaming is no longer just a nice-to-have—it’s a game-changer for retention and loyalty. With the right strategy, brands can build meaningful, long-term relationships with their players, proving that in a digital world, a thoughtful, tangible touch still carries immense value.
As Sam Vikström perfectly sums it up: “It’s not just about the gift—it’s about the connection it creates.”
