Let’s Talk Gambling: Why operators are betting big on FTP games

In today’s roundtable discussion, we’ll explore how FTP games are redefining the gambling value chain—whether they’re a marketing tool, a product vertical, or a gateway to broader entertainment. We’ll also examine their impact on churn, reactivation, and conversion. Joining us are Adam Wilson, CEO of Splash Tech, Daryn Hobden, Principal Design Consultant at CreateFuture, and Ross O’Connor, Commercial Director at Xtremepush.

How are FTP games redefining the value chain in gambling – are they a marketing tool, a standalone product vertical, or a strategic gateway into broader entertainment ecosystems?

Adam Wilson, CEO at Splash Tech: At their core, FTP games build behavioural habits. They create a daily rhythm of interaction that keeps users engaged by building muscle memory. By tapping into this habitual play, operators not only reduce friction but also extend the value of each user across multiple touchpoints—sports, casino, live events, and beyond.

In that sense they are very much retention tools, but they can equally be applied to an acquisition strategy. At Splash Tech, we see them as gamified rewarding mechanisms bridging into broader ecosystems of play. What’s exciting now is the strategic pivot: operators are no longer asking if FTP should be part of their product suite—they’re asking how to integrate them as foundational pillars of their entertainment platforms.

Daryn Hobden, Principal Design Consultant at CreateFuture: Free-to-play (FTP) games have matured beyond their initial function as a purely tactical acquisition tool to become a strategic component integrated across the entire user lifecycle. From a user experience perspective, products like Super 6 at Sky Betting & Gaming transcended mere engagement metrics; they were architected to become embedded rituals, fostering weekly interaction. Similarly, at PokerStars, FTP served a critical educational function, providing a zero-risk environment where aspiring players could learn the complex mechanics of poker before transitioning to real-money games. This level of consistent, positive interaction establishes a strong value proposition for the user, creating a powerful retention loop and deeper brand affinity.

Strategically, FTP serves a multifaceted purpose: it’s a marketing amplifier, a self-sustaining product vertical, and a frictionless gateway into a wider entertainment ecosystem. But the future of FTP goes beyond being just a gateway; it’s about becoming the central, AI-powered hub of the user’s experience. Imagine an FTP game that acts as a real-time companion to a live match, personalising the entire viewing experience, not just the betting one. The most successful FTP products are therefore designed not as transient promotions, but as durable, standalone experiences that provide continuous value.

Ross O’Connor, Commercial Director at Xtremepush: Free-to-play (FTP) games have evolved into a strategic pillar within the gambling value chain. They now function not just as marketing tools, but as standalone product verticals and powerful entry points into wider entertainment ecosystems.

Operators are using them to deliver unique, brand-aligned experiences that attract and retain players. These games offer an engaging, low-risk introduction for casual users and create ongoing entertainment loops that encourage loyalty. With tools that allow for real-time data collection and reward delivery, FTP games can support acquisition, reactivation, and retention, all the while differentiating the brand in a competitive market, increasing long-term player value and allowing operators to optimise generosity.

Is there a measurable difference in churn or reactivation when FTP features are embedded in the app journey?

Daryn Hobden: Without a doubt. From a User Experience standpoint, the difference was night and day when we integrated FTP features directly into the main app journey instead of siloing them off. It created a much more cohesive experience. At PokerStars, this meant players who dropped in for a free game during a quiet spell were far more likely to come back on their own, which eased our reliance on costly reactivation campaigns. It essentially keeps a light on in the app for the user, maintaining that connection even when their intent to bet is low. We found this especially powerful for re-engaging users who drift away or only play seasonally.

But imagine a world with technologies like AI. The next evolution is proactive retention. We will use AI to analyse FTP behaviour to predict churn before it happens, then automatically deliver a personalised FTP challenge to maintain engagement. It’s about solving for churn before the user is even aware they’re drifting away.

Ross O’Connor: Yes, there is a clear and measurable impact on both churn and reactivation when FTP features are thoughtfully integrated into the player journey. Gamified elements like spin-to-win games, daily streak challenges, or mini-events linked to real-world sports create engaging, repeatable moments that bring users back into the app.

These features are especially effective during periods of inactivity or lower engagement, re-engaging players without requiring immediate financial commitment. One of our partners has reported a 30% increase in active users and others have seen a noticeable uplift in session frequency and dwell time when FTP content is part of the regular app experience, particularly when paired with timely messaging and personalised offers.

Adam Wilson: Absolutely—and the results are not anecdotal; they’re measurable and consistent. When FTP mechanics are embedded with intent—aligned with customer segmentation and lifecycle moments—they significantly reduce churn and boost reactivation. The key is knowing when and where to deploy them.

FTP games have the rare ability to bring lapsed users back without needing a deposit requirement. They allow us to rekindle the connection between player and platform—without the cost overhead typically associated with re-engagement.

What are the most successful examples of FTP mechanics driving bet conversion?

Adam Wilson: One of the most effective FTP mechanics we’ve seen is the Pick6 format. It’s an intuitive bridge between entertainment and real-money play. By tying score predictions to 1X2 markets, you naturally educate and guide users toward betting behaviours in a non-intrusive way.

But innovation doesn’t stop there. We’ve recently introduced total goals markets into our game formats, and the uptick in betslip conversion has been solid. FTP doesn’t just lead players to the betslip; it walks them through the logic of betting itself, making the real-money experience feel like a continuation of play—not a separate decision-making process.

Ross O’Connor: FTP mechanics that combine immediate rewards with progress-based incentives are often the most effective at driving bet conversion. Daily prize wheels, prediction contests, and tiered pick’em games are commonly used to nudge players toward making their first deposit or placing a follow-up bet.

These games can be linked directly to real-money rewards, such as bonus bets, cash drops, or deposit matches, creating a seamless transition from play to pay. What is key here is that a data layer underpins every reward. An effective bonus engine integration enables operators to determine the next best action for every player type at any given moment. It then allows them to surprise and delight those players with a real-time offering that achieves a specific, strategic business outcome.

Daryn Hobden: From a behavioural design perspective, prediction games with a prize at the end are incredibly effective. At Sky Betting & Gaming, games like Super 6 and ITV7 are massively successful at guiding users towards placing a bet. The real genius is in the user journey design after picks have been made. Because time and thought have already been invested, the user feels a sense of ownership over their predictions. But we’re moving beyond one-size-fits-all games. The future is using generative AI to create bespoke FTP challenges for each user based on their unique history and preferences. Conversion then becomes a hyper-personalised invitation, not a generic prompt. That boosted accumulator suddenly feels like a smart extension of the work the user has already done.

How are insights from FTP participation used to personalise future betting experiences?

Ross O’Connor: FTP participation generates valuable behavioural data that can be used to shape future betting experiences with precision. Insights into game preferences, sports interests, response to rewards, and engagement timing help build detailed user profiles.

These profiles allow for personalised campaigns that might include customised odds boosts, time-sensitive offers, or tailored loyalty challenges. For example, if a user regularly engages with football-themed prediction games, they can be targeted with related bets or bonuses around matchdays. This kind of real-time personalisation not only enhances the user experience but also increases retention and lifetime value, while ensuring rewards and marketing efforts are directed where they’ll have the most impact.

Daryn Hobden: The beauty of FTP is that you get an honest, unfiltered look at how a user behaves when there’s no pressure. From a UX perspective, this data is gold. You get to see their true preferences: what sports they actually follow, whether they’re an optimist who always backs the underdog, or more of a stats-driven player.

At PokerStars, for instance, FTP games let us gauge a player’s actual skill level. We could then design a smarter user journey, guiding them toward real-money games that provided the right level of challenge for them. This is crucial for preventing a new player from feeling overwhelmed or frustrated, ensuring their first real-money experience is a positive one that builds confidence. In the near future, this data will do more than just guide users. AI will use a player’s FTP behaviour—are they cautious, aggressive, stats-driven?—to dynamically re-architect the entire app interface in real-time, creating a betting experience that is psychologically tailored to them.

Crucially, this all happens within a strict safer gambling framework. The same AI that personalises the fun part of the experience is also our first line of defence in protecting players. It identifies subtle changes in behaviour that could be markers of harm, allowing us to intervene proactively and ensure the experience always remains safe and in the user’s control.

Adam Wilson: FTP games are goldmines for preference data. Every time a player selects a sport, chooses a team, or makes a prediction, they’re revealing something about themselves, and this behavioural data can feed back into the operator to enhance personalisation.

Think about it this way: a user consistently playing hockey-themed games is signalling an affinity, and that insight should reflect in their content feed, promotional messaging, and even market odds display. The more granular the data—right down to bet type preferences within the FTP journey—the more we can move toward true predictive personalisation.

Long term, we’re heading toward ecosystems where FTP participation isn’t just a prelude to betting—it’s the foundation of a personalised experience where every click, swipe, and choice enhances the next interaction.