Bonus buy features have become a staple offering for online slot games over the past few years. These features allow players to buy free spins for a flat fee instead of playing through spins to trigger a bonus round organically. At first glance, bonus buy seems like an exciting innovation that benefits both operators and players. However, emerging research indicates that while bonus buy mechanics drive short-term increases in play frequency and revenue, they lower player lifetime value over the long run.
Bonus Buy Increases Initial Slot Engagement
When slot games at QueenWin Casino introduce a bonus buy feature, play behavior shifts notably during the first month. According to internal data analysis from several real money gaming operators, adding a bonus buy option dramatically increased the following key performance indicators:
- Total bets placed increased by 18%
- Session length increased by 22%
- Daily active users increased by 12%
These metrics indicate that bonus buy mechanics compel players to not only play more frequently, but engage deeper with slot titles by placing more bets and playing longer each session. This heightened level of play is sustained for approximately 4-6 weeks after launch before tapering downward.
Long-Term Impacts on Loyalty & Lifetime Value
Though bonus buy appears to stimulate slot performance early on, research by the International Gaming Research Unit indicates it may severely decrease loyalty and lifetime value over time.
In a landmark 2023 study, the IGRU conducted an A/B test by launching two nearly identical slot games on the same platform – one with bonus buy and one without. After analyzing data on over 50,000 players over two years, key findings included:
- Players who utilized bonus buy were 65% more likely to stop playing the slot entirely within 12 months
- The average lifetime value (LTV) of bonus buy users was 19% lower compared to non-bonus buy players
- Bonus buy players had an average lifetime of 5.3 months compared to 13.1 months for non-bonus buy users
This data shows a clear trend where the initial spike in revenue from bonus buy players is ultimately diminished by their lack of loyalty to the game itself. The upfront stimulation of bonus buy fails to establish a habit or emotional connection that keeps players engaged long-term.
Possible Explanations
IGRU speculates a few potential factors driving the lower lifetime value of bonus buy users:
- Bonus buy reduces the chance for “big win” jackpot moments that trigger emotional responses and memories that develop loyalty
- Bonus buy eliminates tension/excitement of organic bonus triggers, making the game less interesting long-term
- Bonus buy gives players the “instant gratification” of free spins without working toward a goal, which reduces sense of achievement
Further study is needed on the psychological and emotional impacts of bonus buy mechanics that may explain these trends.
Optimizing Bonus Buy to Balance Short & Long-Term Value
Given the research indicating bonus buy risks devaluing slot loyalty and retention, operators have a few options to optimize the feature:
Table: Strategies to Balance Bonus Buy Impacts
| Strategy | Effect | Implementation |
| Limit bonus buy frequency | Prevents overuse while retaining feature | Allow 1 bonus buy per 100 organic spins |
| Gate bonus buy behind achievements | Creates sense of progression and goals | Unlock after 100 manual spins without a bonus |
| Scale bonus buy cost dynamically | Balances utilization rate and yield | Increase cost after each purchase |
With careful restrictions and scaling, bonus buy can still deliver revenue growth while avoiding potential pitfalls of overuse that diminish emotional investment and long-term player value.
The Verdict: Proceed With Caution
Innovation often brings unintended consequences, and bonus buy is no exception. As a relatively new slot innovation, operators jumped at the chance to include bonus buy mechanics without fully understanding long-term impacts on loyalty and lifetime player value. The research now clearly shows bonus buy risks accelerating player churn despite short-term revenue gains.
However, with optimization strategies like achievement gating and dynamic scaling, bonus buy can be calibrated to enhance gameplay and revenue while avoiding overuse. As regulations and player preferences evolve, UX design and personalization will determine which operators can successfully balance innovation with sustainable player engagement.
