The sweepstakes casino market is at a critical juncture where operators are being forced to pivot to different strategies.
Most of these strategies involve alternative gaming models — different from the traditional dual-currency model that has come under fire the past two years.
Models such as the single-currency model, subscriptions model, advance deposit wagering model, and loot box gamification model are just some of the notable pivots we’ve seen in this newly evolving sweepstakes gaming market.
However, the strategy of the popular operator Legendz appears to be a bit different. Theirs is more focused on content, not a gaming model.
Legendz launches a new platform
Legendz recently launched a new sister site in Jolly Sweeps.
Johanna Nytomt, Head of Branding and Creative for Legendz and Jolly Sweeps, told Sweepsy they saw brand and storytelling as an opportunity to create a more distinctive identity with Jolly Sweeps, and to carry that identity through the entire player journey rather than treating it as a marketing layer.
“The social casino market has grown rapidly, with new operators launching all the time,” Nytomt said. “Most offer similar game libraries, similar welcome offers, similar promotions and similar VIP programs. Those things are important and always will be. They’re also becoming increasingly expected by players.
“Many brands make very similar promises, positioning themselves as the biggest, the best or the number one social casino. As more competitors enter the market, those messages inevitably become diluted.”
Storytelling as a business strategy
One of the principles that has shaped Jolly Sweeps is the belief that storytelling is a business strategy, not just a marketing strategy. What shaped Legendz’s thinking was seeing that while promotions might bring players back in the short term, the strongest relationships were built through consistency.
“Rather than treating branding as something that sits on top of the product, we’ve approached storytelling as something that should be part of the overall player experience,” Nytomt said. ” … Feedback from our Customer Support and VIP teams says that players remember how they’re treated, the personalities they interact with, and how the brand makes them feel over time. That reinforced our belief that storytelling helps attract the right audience and long-term loyalty is earned from consistently delivering on the experience the brand promises, through all communication touch points.”
That thinking inspired Legendz to build a world that players could step into, Nytomt said, with recurring characters, a distinct personality, and an experience that feels cohesive across every touchpoint of its Americana-inspired theme. That’s how Mr. and Mrs. Jolly, the platform’s mascots and hosts of the Digital Saloon, came to life.
Of course, storytelling is only one part of the picture.
“Welcome offers, promotions, loyalty programs and a great product remain fundamental,” Nytomt said. “Every successful operator has to get those things right.
“But as the social casino market becomes more competitive, we believe the brands that stand out over the long term will be the ones that create experiences players genuinely enjoy returning to, not just the ones with the next promotion.”
Last month, Jolly Sweeps announced its official launch. It combines slots and live tables with daily missions, collectible Stars, and community-driven promotions.
