Online Clock
As you may be casually scrolling through your favorite iGaming site, you may come across a golden flashing banner that reads “Use code WIN30 to win 30 Free Spins- Offer ends in 5 hours!”. Suddenly, what started as a casual scroll evolves into a frantic race against the clock to meet this deadline that you didn’t know existed a couple of seconds ago. Unbeknownst to you, a silent effect is unraveling before your very eyes.
This is what is referred to as the promo code expiration game. It is a construct mainly rooted in psychology that online casino platforms have perfected over the years. The idea is not only to get you interested in the bonus at play but also to rush you into claiming it now because it disappears into the digital void.
The Tiny Treasure Hunt Angle
At the base level, these offers feel like mundane power-up features that shouldn’t create much of a fuss. That said, online casinos know how to make these offers feel like you’re hitting literal jackpots. Take, for instance, the Vulkan Vegas promo codes. These time-limited offers are plastered everywhere on this iGaming giant’s site. Behind them is a ticking clock that is engraved in your subconscious.
One may look at it from the outside as marketing fluff, but an introspective perception would see that it mainly leverages the human psyche. At the back of our minds, we know that this thing is scarce, and that is what makes it inherently viable. Psychologists refer to this construct as loss aversion, where the pain of losing something, even a chance for that matter, is more powerful than the pleasure of gaining something similar.
The FOMO Effect
Casino platforms use the fear of missing out, popularly known as FOMO, as the emotional jet fuel that spurs these promos to life. With sporadic and well-timed messages like “Only 1 hour left” and “last chance to leverage your 100% deposit”, a well-calculated psychological action gets into motion.
As a punter, when you see these messages, your brain unknowingly goes into overdrive. Rather than making rational decisions, you act impulsively and move to utilize these offers. You might not even have planned to wager that day, but rationale takes a back seat. You may not even have intended to make a deposit, but such messages push you into depositing. While these actions may seem like a coincidence, they essentially aren’t. They have been well planned to pan out in a specific sequence that inevitably leads to you staying for the long haul, and depositing significant funds into your gaming account.
The Gamification Process of Time-Limited Codes
As we’ve repeated on many occasions in this article already, this is a well-curated process from start to finish. The process unfolds as follows:
- Find the code;
- Beat the deadline set by the online casino platform;
- Redeem the offer before it is gone;
- Celebrate your bonus win.
It is a sort of hunt and reward system that enhances the excitement aspect of the game. This cycle is directly attributed to the triggering of the brain’s feel-good chemical, dopamine. It is how other time-dependent offers work in other industries besides the online casino gaming industry. The rush of anticipation followed by the burst of satisfaction becomes part of the overall fun.
The Ethical Aspect of The Promo Code Expiration Game
As much as these time-limited bonus codes work to create urgency and FOMO among players, they’re walking a tightrope, especially on the ethical front. Among the various iGaming jurisdictions of the world, online gambling sites are required to be transparent. What this means is that they’re not allowed to advertise “limited” offers that never expire. These sites are also required to be clear in the terms and conditions they offer. This means they aren’t allowed to hide important details behind all the legal jargon that they have on their sites as T&Cs.
As such, the time-limited aspect of these bonus triggers needs to be organic and not manufactured. Otherwise, the players, or the powers that be, may catch on. Not only will this erode trust, but it will also lead to trouble with the regulators in the industry.
A Strategy That Is Here for the Long Haul
The truth is, this expiration strategy has been proven to be highly effective. While they are emotionally triggering, they are also thrilling from the player’s perspective. The key thing is that they have to be done right without any deceit or ill motive. They should be more than just a sales trick for iGaming sites. So, the next time you come across these offers, internalize the game being played and weigh the benefits of acting or choosing not to act.