Increasing daily average spins by 40%
How we improved the Daily Bonus experience to increase the amount of spins.
Introduction
The Win Zone is a web and app-based Sweepstakes Casino game operating in the US. It offers entertaining free-to-play slot games with the bonus that players can get real-world prizes.
Every day the player logs in to The Win Zone, they get a free gift with coins they can use to spin inside the game.
The problem
Working alongside the product team, it was identified that the amount of spins during the weekend was lower than expected. Keeping in mind that it’s an industry standard behavior that players tend to accumulate coins during the week so that they can spin them all together during weekends, we looked at the behavior data during weekdays:
The data showed that there was a decrease in the daily bonus claims on weekdays, which then affected the average spins during the weekend.
Player's complained that the Daily Bonus offer wasn’t enticing enough. It was always the same amount every day so there was no extra benefit for coming back every day.
The solution
Redesigned the Daily Bonus experience to be use a daily streak system and offering a wider variety of benefits.
Every consecutive day they log in and claim their bonus, they prize gets bigger.
When reaching certain milestone days they get an extra bonus.
Besides coins, players could get other prizes like boosts or extra points to level up.
The bonus is tied to the player’s level where the higher the level the bigger the bonus.
Updated the general UI to be more in-line with the new The Win Zone design system.
The result
After the new daily bonus was released, players praised the new design and exciting bonus. The daily percentage of players claiming the bonus raised, leading to a 40% increase in average spins which itself translates to more play time and more in-game purchases.