Customer Spotlight: Boyd Gaming Goes All in with Gamification

Boyd Gaming, one of the largest casino companies and Las Vegas hotel operators in the U.S., saw the highest site visit and online hotel bookings count in its history after integrating social into website.

Last April, the company launched its B Connected Social program using Gigya’s gamification technology and share plugins. An extension of Boyd Gaming’s hugely successful B Connected loyalty rewards program, B Connected Social integrates elements of competition and social sharing to create a highly addictive user experience.

Upping the Ante with Social Infrastructure

Boyd Gaming’s B Connected Online, which personalizes the virtual B Connected experience for members, comprises over 700,000 registered users. With a strong user base already in place, the company enriched its user experience by making it possible for users to earn points for completing and sharing desired activities on the site.

To boost brand awareness, Boyd Gaming incentivizes sharing across social channels by implementing share plugins on its site and offering “social points” for desired user actions such as linking their site accounts with their social network accounts, sharing promotions and events with their online networks, and checking in on Foursquare or Facebook at a Boyd Gaming Casino. Virtual points can then be exchanged for real-world giveaways such as vacations, iPads, slot dollars, and gift certificates.

By amplifying its user base over its online channels, Boyd Gaming successfully combines its offline and online presence while strengthening its brand loyalty and increasing user referrals. In essence, the company turns its customers into loyal PR advocates that continually engage with its site and return to its casino and hotel properties.

Boyd Gaming Hits the Jackpot in User Acquisition

Boyd Gaming’s B Connected Social is the first online social gaming platform connected to a casino loyalty program. As innovators in the space, Boyd Gaming has enjoyed a considerable number of victories since launching B Connected Social, which include the following:

  • Over 700,000 visits to its B Connected Online site a month after launching B Connected Social, a record in its site traffic history
  • Over 115,000 game-based actions performed each month on average by B Connected members
  • Over 35,000 shares across users’ social networks, resulting in more than three social referrals per share
  • A 30.4% increase in all social check-ins across all Boyd Gaming outlets

Based on the numbers alone, it’s difficult to deny the value of social infrastructure. Betting on social boosted Boyd Gaming’s user engagement and adoption numbers; and as more businesses begin follow suit with social integration, it’s important that they have the right tools and systems in place to breed an online environment that encourages and incentivizes desired user actions.

If you’re looking to win in the game of social, check out our guide to social infrastructure.

-Emma Tzeng, Marketing @gigya

By Emma Tzeng