For years, corporations have utilized the powerful marketing tool of nostalgia. By bringing back popular old products or brands, they are able to tap into the emotional connection that users have with these retro products.
Whether it’s the re-imagining of a classic car, re-making an old movie, sampling a retro music track or reviving an iconic game title such as Super Mario 64, nostalgia sets products apart from their competitors.
In the highly competitive online casino industry, operators have taken notice and are increasingly tapping into nostalgia as they attempt to attract users and steal a march on their rivals.
Why Nostalgia Works
Bringing back old products allows operators to benefit from existing brand recognition. They can tap into a customer base that is already familiar and receptive to the product, removing the need for costly marketing campaigns that are normally associated with promoting new products.
For users, nostalgia conjures positive memories, often based around childhood memories, such as holidays or time spent with family and friends. By buying or engaging with the product, users create an emotional connection that engenders trust and excitement.
How Casinos are tapping into nostalgia
For a established online casino, nostalgia is an opportunity to make their game offerings stand out from the competition. Developers like DraftKings are combining the latest technology and innovative game design with retro cultural references such as movies and music to create titles that offer not just familiarity, but also innovative and exciting games in their own right.
Many online casinos have game libraries that run into the thousands, and unfamiliar titles often put players off. Not wanting to learn new rules or get to grips with a different playing style or graphics, new games are a hard and expensive sell for operators. However, casinos offering retro-inspired titles create familiarity and trust amongst users and reduce the barriers to trying it out.
Importantly for operators, using familiar imagery, sounds, or characters immediately makes a game stand out. Not only does it generate curiosity amongst players, but it helps them quickly understand the experience and game style that the title is offering them.
Common Nostalgia Categories
Online casinos are not short of inspiration when it comes to designing nostalgic games. Movies, TV, music, and old-school, arcade-themed titles are all common choices.
Retro Games
Retro gaming is popular amongst gamers as they hark back to a simpler form of gaming, often evoking memories of players’ childhoods or simpler times. Revitalizing classic casino and arcade games allows developers to update the graphics and sound effects, while retaining the game mechanics and core characteristics that made the originals so successful.
Film
Blockbuster movies are an obvious choice when it comes to nostalgia gaming, and developers have adapted hundreds of movies into popular online casino games. By using recognizable characters, storylines, and graphics from popular films, developers have a ready-made audience that is often eager to relive the excitement of the original film. The use of such familiar titles also provides instant recognition amongst players and is a valuable marketing tool.
Successful movie-themed online casino games include The Goonies, Gladiator, The Dark Knight Rises, Tomb Raider, Planet of the Apes, King Kong, The Matrix, Terminator, Alien, and Jumanji.
Television
Similar to movies, classic TV series provide developers with a wealth of storylines, settings, and popular characters. Popular series that have been turned into slots include Star Trek, Happy Days, and Bay Watch. Another source of inspiration is the TV game show, with Wheel of Fortune proving to be a hugely successful title.
By tapping into 80’s nostalgia and incorporating the show’s recognizable sound effects, catchphrases, and iconic visuals, players have an instant connection with the game. The authenticity and immersive experience that modern technology now provides allows fans of the show to experience the thrill of playing the game for themselves and relive happy memories of watching it with friends and family.
Music
Whether it’s music genres, singers or bands, music-themed games offer players and designers another route down memory lane. Many popular titles feature individual artists such as Motörhead, Whitney Houston, Kiss, Jimi Hendrix, NSYNC Pop, and Guns N’ Roses.
However, musical genres are also popular, with rock ‘n’ roll, heavy metal, hip-hop, and punk all inspiring game designers. 1970s disco-themed games are one of the most common, thanks to the colorful visuals, bright lights, mirror balls, and upbeat tunes that made it so memorable.
Profiting from Nostalgia
Nostalgia has given online casinos a way to attract users by combining the familiarity of the past with today’s cutting-edge technology. These recognizable themes instantly attract players’ attention and make their gaming experience more memorable. This creates an emotional connection that boosts engagement and operator revenues. As the gaming industry continues to evolve and competition inevitably increases, nostalgia will remain a potent marketing tool that both operators and players will continue to benefit from.
