Presented by Playtika
Mobile gaming’s communities are stories of connections that extend far beyond gameplay. None is more true than Slotomania, a free-to-play social casino app from parent company Playtika: from a woman who met her best friend through the app to a seasoned player who reconnected with his estranged father. Beyond their personal journeys, it is a powerful reminder of how games can foster real, meaningful relationships — and why developers must prioritize player connections in their engagement and retention strategies.
The undeniable impact of a strong community on games’ success is both a key business reality for developers and a testament to the human desire for connection and belonging.
In 2023, well past the pandemic quarantine years, 82% of gamers in the U.S. still said they were discovering new friendships and relationships in their gaming spheres, with 50% of gamers meeting a spouse, partner or close friend while gaming. Family members use games to connect in and out of the virtual world too: 76% of parents play games with their children and 60% of gamers reported that gaming helps them stay connected with their family and friends.
“All humans want to be loved for who they are, and there’s no better way to build connections than through a common experience,” says Amnon Calev, Executive General Manager of Slots Central and Slotomania at Playtika. “We’ve found our players’ sense of connection is central to their experience, and we’ve nurtured that by integrating core gameplay with innovative social elements to create a vibrant, engaging community.”
Launched in 2011, Slotomania’s community has blossomed to more than 800,000 players. They’re interacting not only in-game, but also through both owned and public social media channels. More than 11 million followers congregate on Slotomania’s official Facebook page alone and an unofficial card swap group — where players trade virtual items to complete collections — has more than 22,000 members.
Creating and sustaining relationships
Slotomania actively enhances player engagement through features like “SlotoClans,” which are spaces fostering collaboration and discussions, and gifting mechanics such as sharing coins and SlotoCards with friends within the game. Players stage live competitive tournaments, and social media integrations allow players to invite friends, share milestones and participate in community events.
Beyond gameplay, they invest in regular community events, updates and opportunities for players to share their experiences. And as they began to hear stories about real-life relationships developing between folks who initially met in the game, they adapted their engagement approach, further emphasizing the social aspects of the game. Stories of connections are spotlighted in community hubs, with events like the Sloto Awards, which were launched in 2023.
Beyond the engaging gameplay, Slotomania invests in regular community events, updates and opportunities for shared player experiences. Stories of players who first met in the game transformed the developers’ engagement strategy to place even greater emphasis on the social aspects of the experience. With events like the Sloto Awards launched in 2023, Slotomania captures these heartwarming player stories in community hubs to celebrate the connections and milestones that extend beyond the game itself.
Celebrating new connections
“The Sloto Awards are a way to honor the bonds and stories that have made Slotomania not just a game, but a global network of shared experiences,” Calev says. “The overwhelming positive player response reinforces the value of our efforts, reminding us that fostering community is just as vital as creating engaging gameplay.”
This year, Slotomania rewarded the Friendship Sloto Award, a centerpiece of the initiative, to Carolyn from Fort Payne AL, who met her best friend through Slotomania. As part of the celebration, they flew out her best friend for their very first in-person meeting. Another Sloto Award winner, a veteran who recently connected with his long-lost father, rekindled their relationship by bonding through their shared love of Slotomania.
Building longevity into your game’s DNA
Slotomania has been on the scene for almost a decade and a half, and Calev attributes much of that to the game’s community.
“Engaged players, who feel a deep sense of connection, tend to remain active over the long term,” he says. “Community has a direct impact on retention rates and the game’s ability to evolve alongside player needs. A loyal, connected player base not only sustains growth but also creates a foundation for innovation and opportunity.”
The key to establishing and expanding a game’s community is starting with the players: their needs, interests and aspirations, and then designing experiences around those to reflect those insights. To build the Slotomania community, and keep it strong, its developers prioritize transparency, active communication and interactive features that encourage connection.
“Consistently engaging with your community — whether through in-game features or external platforms — builds trust and ensures players feel heard,” Calev explains. “Ultimately, a thriving community starts with a genuine commitment to putting players first and creating spaces where their connections can grow and flourish.”
Connection is right around the corner and, you never know, maybe you will find your new best friend, partner or better yet, a longlasting community of Slotomania players too.
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