The battle pass is one of the most iconic retention mechanisms in today’s video games. It is not just rewarding players for spending more money, but it is also providing them with a progression path to see, a series of objectives to complete and a reason to come back over a certain time frame. The model has been adopted by game titles such as Fortnite and Call of Duty, among others, to convert occasional gamers into frequent ones.

That system may be a new model of thought for the casino business. Typically, traditional VIP programs are based on points, tiers and amount wagered. An ‘engagement’ approach to loyalty, like a battle pass that prioritizes progression, milestones, and personalized rewards over a traditional points balance, could make loyalty more engaging.

Casino Loyalty Has Traditionally Been Transactional

Most online casino loyalty programs are quite simple. Players perform qualifying activity and earn points and tiers. The higher a customer’s value to the operator, the greater the benefits they may receive.

That approach works, but it can also be passive. A player can gain points without giving much consideration to the program itself.

For instance, video games have a different method of retention. Progress is frequently presented to the player. The levels to complete, rewards to unlock and clearly defined goals reset with each new season.

A casino with that idea in mind won’t necessarily have to follow the gaming battle pass model. The key is to make progress more apparent and give customers a stronger sense that their actions are helping achieve something.

Seasonal Progression Could Change the Casino Lobby

One of the battle pass’s greatest benefits is that it makes a temporary journey. A casino could offer loyalty programs that change over the course of a few weeks or months each year.

Season themes, progression tracks, and rewards can vary from season to season. There are many possible cosmetic profile features, tournament access, promotional rewards, or other benefits that players could unlock as they progress through the levels.

The casino lobby might then be more dynamic. Instead of the same games showing up each time a customer logs in, operators could create seasonal experiences based on selected content.

That’s already a familiar way of playing for millions of video game players. New seasons provide an opportunity for developers to update a product without having to start from scratch on a game.

Missions Could Make Loyalty Easier to Understand

The other key feature is the mission system. There are many traditional loyalty programs based on broad activity. Battle passes help to divide progression over smaller tasks. A well-thought-out mission can help users explore various sections of the casino site in an iGaming context.

The challenge would be to develop those goals responsibly. Players would have to stay away from systems that compel them to wager more than usual or to continue playing just to get to the next prize.

Safer examples could be more about exploration and engagement, and less about spending. A casino may promote new categories of games, free-to-play promotions or educational features, rather than just asking their patrons to play more and more.

For instance, this distinction will be increasingly significant in regulated markets, where responsible gambling provisions may affect the form of incentives.

Personalization Could Make the Model More Powerful

Battle passes might also be very individual. Two customers may not use a casino in the same manner. Some like to play live dealer games and others prefer to play slots. It might then not make much sense to give the same progression route to both customers.

More and more, operators are provided with technologies that allow them to customize interfaces and recommendations for each person’s behavior. The same system could be implemented in a future loyalty system.

One casino customer who wants to play live games may get one set of challenges and another customer may get another set of challenges. The progression system would be the same, but the experience around it would be more individualized.

That could make loyalty initiatives more like built-in product attributes than promotional offers.

The Biggest Lesson Comes From Video Games

What made the battle pass work is that it shifted the idea of progression. Rewards were no longer something to be found in an account menu, but a part of the entertainment experience. That’s where the real opportunity for iGaming lies.

Casino owners don’t have to make their sites a replica of Fortnite. They can, however, adopt the overall design concept: let consumers know where they are, what they have accomplished and what lies ahead.

When done responsibly, seasonal progression can provide the casino loyalty program with the required update. The largest change would be the transition from just a spend/reward dynamic. Loyalty might be an active thing for players to engage with rather than something in the background.