No matter how you look at it, gaming is big business. Around 64% of all Canadians play video games regularly. If you look specifically at young adults, it is almost universal with 96% of men and 80% if women aged 18-34 participating. More than half have a gaming console in their homes, but anyone who has a smartphone has access to all kinds of gaming opportunities from hyper-casual to daily word games, in-depth fantasy realms, and the perennially popular online casino games.
In tough economic times, everyone is looking to decrease their spending while maximizing their entertainment options. Free-to-play casino games bridge traditional gaming with emerging iGaming ecosystems, and we wanted to find out more about this latest trend. We sat down with digital entertainment expert Lara Wilson from Casino.ca to pick her brains and find out who and what is doing the influencing.
Interviewer
Hi Lara . We have lots of questions for you. However, before we dive in, can you tell us a little bit more about the platform you work for and what your expertise is in?
Lara Wilson
Thank you for giving me the opportunity to share my expertise with your readers. I work for the online casino review platform Casino.ca, and our mission is to make iGamers’ online time fun, fair and (in some cases) free!
Casino.ca compares the best online casinos in Canada and has over 10 years of experience helping our readers find sites they can trust. We have a very thorough review process that verifies licensing with top regulators and allows players to quickly compare Canadian online casinos in one place. While every casino offers bonuses and promotions, we delve deeper to highlight available games, historical trends, and all kinds of alternatives. We are entirely independent and have our readers’ very best interests at heart.
I am based near Vancouver, BC, and have over 15 years of experience in the iGaming industry, spanning online poker, online casinos, and start-up ventures. I focus on writing detailed casino reviews and gaming guides. I am a resident reviewer at Casino.ca, and I regularly evaluate and rate the latest online casinos.
Interviewer
You said that there are free games? Did you mean free, or is there a trick?
Lara Wilson
No tricks, just treats. Sites are keen to get players to discover just how great their games are, which means there is a wide variety of free casino games available online. There are even free slot tournaments to play! All the top Canadian online casinos have games that are free for players to participate in. Free slots are the most popular, but there are also options for blackjack, roulette and poker.
Interviewer
So, if people are happy to play free-to-play online casino games, how is that influencing the gaming environment in general?
Lara Wilson
That is an interesting question. Traditionally, analysts and experts might assume that people play gambling games for the chance to win money. However, the uptake and interest in free-to-play games suggest that people’s relationship with games is more complex. Sometimes, the thrill of the win (with or without financial reward) might be sufficient to trigger the dopamine. Recent studies have found that online gaming can be good for mental health and relaxation.
What we are now seeing in the eSports industry is trialling casino-style engagement loops and hybrid monetization models. Virtual currencies can be as powerful as real money in some situations. eSports audiences can place bets on the outcome of a game, but it does not need to be a real-money bet for people to feel engaged. This can attract spectators who might not have been interested before. Once they are engaged as audience members and have experienced the thrill of a virtual/social bet, they may take the next step.
Interviewer
So, are you saying that engagement is not about the chance to win money?
Lara Wilson
There is no doubt about the fact that we probably all dream of winning big one day. What the free-to-play games demonstrate is that winning is not necessarily about financial reward. Some people play cards with friends and are happy to bet with matchsticks, other people can while away hours at a vacation resort playing on the penny machines in the arcades. For many people who enjoy online gaming, a financial win is a bonus and not the main event.
This realization has led to the increased gamification of the eSports scene for audiences. It is not simply about which team wins and which loses; there is considerably more at stake. Mechanics to engage audiences are similar in free-to-play casino games and eSports environments alike. They often include:
Structured progress
Points
Achievement badges
Leaderboards
Challenges and quests
Digital rewards
Feedback loops
Interviewer
What is it that makes free-to-play games so appealing?
Lara Wilson
Well, without wishing to state the obvious, they are a free form of entertainment. Many people who just want to while away a little time are happy to play very casually, even if they have to watch a few adverts to access the games. In addition, the ability to buy virtual currency or optional boosts creates income streams for the platforms.
Casino games have always had short, satisfying reward cycles to keep players coming back. These mechanics have migrated from the casino into many online games, particularly those with loot-box-style bonuses and time events.
Today’s online games include premium currencies, purely cosmetic bundles, and exclusive passes. Much of the business model of online gaming resembles that of free-to-play casinos. There are no upfront costs, but progression is monetized.
Interviewer
So, are you saying that free-to-play online casino games are bringing more people to iGaming and online gaming?
Lara Wilson
That is a slightly ‘which came first, the chicken or the egg?’ question. These two interrelated gaming ecosystems have developed simultaneously, and there is significant crossover. Casino games perfected the art of using small, frequent purchases to drive revenue, while standard gaming was traditionally about an upfront purchase. The initial high purchase price was often a significant barrier to entry.
Casual, free-to-play casino games give players a chance to test out games and see what they enjoy. Commitment is minimal, but the nature of the games keeps players coming back for more. More and more games are now designed for ‘snackable play’, aiming for short, satisfying loops rather than long, engaged sessions.
