Unlocking the Potential of Free-to-Play (F2P) Games for iGaming Operators

Free-to-play (F2P/free-2-play/FTP) games are increasingly gaining attention in the global iGaming community. The sector is a developing industry seeking new approaches to engage users and enhance player loyalty amid complex regulatory requirements. For many markets, F2P games are the key to unlocking success. Join us as we explore the multifaceted benefits F2P games present to operators and strategic marketing.

iGaming operators frequently deploy a variety of promotions to attract new players and retain existing ones. Promotions vary according to brand and market. Offers may include free slot spins, free live casino games such as roulette or poker, or free bets in sportsbooks. Free bingo and lottery games may also introduce people to your brand, especially those who don’t enjoy sports or casinos. Promotions serve as a valuable marketing tool for operators and providers while simultaneously rewarding users. Because of their unique features, F2P games work effectively for promotions and marketing strategies. It’s time to move away from perceiving F2P games as an added extra; F2P games are value-added in multiple ways. Let’s find out more.

Regulatory Navigation & Market Accessibility

F2P games can offer a strategic advantage in some regions as operators may be able to promote them where the promotion of other iGaming verticals isn’t possible. Operators can use this advantage to broaden their reach and attract interested users who are traditionally not interested in visiting online casinos or placing sports bets. The beauty of F2P games is their versatility; they can be tailored to any market or operator’s need, streamlining acquisition and driving a sizeable new demographic of people who would otherwise not visit a brand. 

F2P Fantasy Games 

F2P often refers specifically to fantasy sports games, an increasingly popular segment in the industry. Virtual teams and players compete based on real-life outcomes across various sports, such as football, basketball, or cricket. Users act as managers, making strategic decisions about player selection, trades, and lineup changes to gain an edge over competitors. The appeal of fantasy sports lies in the blend of skill, strategy, and knowledge of the sport, allowing fans to engage on a deeper level with their favourite sports and leagues. 

Some fantasy games, such as those provided by WA.Fantasy, allow the creation of community-based invite-only leagues. These work well for various uses, such as charities, workplaces, local groups, families, and friendship groups. This private game option results in a bespoke experience that unites users and engages them in a new way.

Enhancing Player Engagement & Retention

F2P games are designed to entertain and enhance user engagement. F2P’s diverse formats appeal to a broad audience of various interests and preferences. Operators can build a deeper connection with users by encouraging regular interaction with their fantasy teams and players. Users return to check results and league tables regularly.

Furthermore, F2P games are instrumental in player retention strategies. They provide continuous entertainment, even during off-peak betting periods or when players aren’t placing real-money bets. Take the NFL; the short-lived season is a prime example of a popular sport that would appeal to fans who would otherwise miss out on the excitement of their favourite sporting action. 

The wider incorporation of gamification and personification in iGaming lends itself to F2P and other fantasy games. It allows operators to appeal to traditional gamers who may discover F2P and fantasy through their love of eSports. There is, after all, an intrinsic historical link between gaming, gambling, and iGaming. Check out our previous articles, eSports Epic Rise to Success and the Evolutionary History of Gaming, Gambling & iGaming Part 1, Part 2, and Part 3, to discover more.

This constant engagement helps maintain the operator’s brand at the forefront of users’ minds, increasing the likelihood of them transitioning to real-money games. Operators might cross-sell branded casino slots, scratchcard games, live casino games, or sportsbooks. There are multiple ways to tailor F2P games to appeal to specific demographics through strategic design, making F2P a considerable asset.

Strategic Marketing & Data Acquisition

F2P games also serve as a powerful marketing tool. They enable operators to introduce prospective customers to their platform non-intrusively. Value-added via entertainment while subtly familiarising users with the operator’s brand. This approach can significantly enhance user acquisition efforts—a soft entry point for individuals new to or unfamiliar with iGaming.

F2P options are also a rich user data source, offering insights into player behaviour and engagement patterns. Operators can tailor their marketing strategies, personalise user experiences, and develop targeted promotions based on data obtained. F2P games often have fewer restrictions, making them quick and easy to set up and adapt. By their nature, F2P games are usually perceived more positively than other verticals. They’re more likely to be referenced positively on social media and shared with friends and within communities. This data-driven approach improves the effectiveness of marketing campaigns and contributes to higher user satisfaction and loyalty.

Fantasy in Emerging Markets

Thanks to their unique demographic makeup, emerging markets offer fresh ways to target users. Strategies that would be successful in Europe or North America must be adapted and tweaked elsewhere, for example. 

Take South Africa. It’s the largest iGaming market in Africa, making up 50% of iGaming revenue and 24% of the sports betting revenue. The population is around 61 million, with 44 million accessing the internet, and 80% of web traffic is generated from mobile devices. Statistica's research in 2021 found that 51% of South African survey respondents were interested in playing fantasy games. The figures follow a similar vein for the other large iGaming African nations, including Nigeria, Ghana, Kenya, and Ethiopia.

Similarly, F2P fantasy games in Brazil have carved out a significant niche. Fantasy sports enjoy a unique position, operating unencumbered by strict regulatory oversight. User's knowledge of real-life sports determines fantasy game outcomes, classifying them as games of skill rather than chance. This distinction broadens the canvas for creativity in Latam’s largest iGaming market. 

In Brazil, F2P games are generally viewed as entertainment and, therefore, bring in more returns for operators, and users are more willing to pay for the pure entertainment factor rather than just to win cash. The average UK user conversion rate from free-to-play games is 12%-13%; in Brazil, the average is between 15%-18%. UK operators might expect about 10% return from deposits from F2P users, but it is around 40%-50% in Brazil. F2P fantasy games have long been a staple in Brazil alongside lottery games, and their popularity shows no indication of waning any time soon.

Likewise, social gaming remains unregulated in Brazil. The key lies in the nature of the gameplay; as long as the outcome of these games is not solely or predominantly based on chance but instead on skill, and there is no monetary prize at stake, they remain within the realm of permissible activities.

Expect to see similar interest in F2P games, and fantasy games in general, increase across the rest of Latam and other emerging markets over the next couple of years. As well as growth in established markets, regions currently undergoing regulatory changes may soon become significant F2P users.

Where available, free-to-play games represent a strategic asset for iGaming operators, offering a versatile tool for enhancing player engagement and executing targeted marketing strategies. As the industry continues to develop, using F2P games will undoubtedly play a crucial role in shaping iGaming evolution.

WA.Fantasy: A Case in Point

WA.Technology’s fantasy games vertical, WA.Fantasy, highlights the successful strategic incorporation of F2P games. WA.Fantasy taps into the growing interest with its immersive experiences complementing traditional sportsbooks and casino games while integrating diversified portfolios for operators. WA.Fantasy appeals to a broad audience, particularly sports fans over the age of 18.  

Partnering with WA.Fantasy opens a gateway to increased traffic, revenue growth, and enhanced user retention. By combining innovation with customisation, WA.Fantasy caters to the vast needs of its clientele, providing engaging fantasy games that are both engrossing and creative. WA.Fantasy is designed to be adaptable, offering a range of localised fantasy sports solutions from Daily Fantasy Sports pools to F2P predictor games. These offerings are meticulously crafted to ensure maximum engagement, allowing users to immerse themselves fully in the fantasy sports experience. WA.Fantasy excels in offering custom contests, live match data, and marketing opportunities for a comprehensive fantasy sports experience, driving traffic to operators' platforms and boosting user interaction.

Learn more about how fantasy games can help your brand in our articles Expand Your iGaming Business Profit, Popularity & Potential with Fantasy, and find out more about what WA.Fantasy has to offer, such as its new Daily Fantasy Sports, unveiled at ICE London 2024. 

Players must carefully read the terms and conditions (T&Cs) associated with free-to-play games and any other offers, games, and promotions. Free slots, games, bets, or other promotions have eligibility criteria, wagering requirements, and restrictions. Gambling should never be seen as a means of financial gain but purely as entertainment.

Free-to-play games are only legally available in certain jurisdictions. Familiarise yourself with the relevant laws and regulations. Remember to engage in responsible gaming at all times and always approach gaming and gambling with a commitment to responsible gaming practices.

About WA.Technology

WA.Technology is a B2B iGaming solutions provider offering its state-of-the-art iGaming WA.Platform, a fully scalable and customisable solution with 70+ game providers, 6800+ games, and 80+ payment methods.

WA.Technology creates bespoke turnkey solutions and provides iGaming managed services across its WA.Sports, WA.Casino, WA.Fantasy, WA.Lottery, and WA.Poker verticals. WA.Affiliates is a specialised iGaming affiliate management solution for operators. Learn more at watechnology.com.