STN Charms – Gamified Player Engagement Experience
Boosting Player Retention Through Digital Charms at Station Casinos
Overview
Station Casinos aimed to differentiate its gaming experience by introducing a fun, interactive, and collectible feature for players. STN Charms brought gamification, personalization, and community-driven engagement into the casino floor, increasing loyalty and gameplay time.
Challenge
Player engagement and retention in the competitive casino market were declining due to the lack of differentiated and interactive gaming features. Station Casinos needed a compelling, exclusive mechanic to increase time-on-device and promote repeat visits.
Approach
We conducted extensive user research including interviews, field observations, and co-design sessions with players and internal marketing stakeholders. This informed the creation of a digital Charms ecosystem integrated into M5 gaming machines, mobile apps, and web portals. Players could collect, earn, buy, sell, and trade Charms—each with unique traits, Luck Levels, and rarity, enhancing the sense of achievement and identity within the platform.
Outcome
The STN Charms feature significantly increased player engagement and differentiated Station Casinos from its competitors. Time-on-device rose as players returned to collect and use Charms, and the new platform generated actionable data to optimize marketing strategies. The collaborative, research-informed design helped Station Casinos boost loyalty and revenue through a human-centered, gamified product experience.