Bonus Abusers: Will We Ever Get Rid of Them?

The online gaming industry has long used deposit bonuses as a way to attract new players and retain existing ones. While the concept might seem like a win-win on the surface—players get extra value for their money, and operators acquire new customers—the reality is far murkier. A growing concern within the industry is the rise of bonus abusers: players who exploit these promotions not for entertainment, but purely for financial gain.

How Bonus Abusing Works

At its core, bonus abuse involves manipulating promotional offers, particularly deposit bonuses, to create low-risk opportunities for profit. A common example is when a player deposits purely to claim a bonus, plays with minimal risk or by hedging bets, and then cashes out once the wagering requirement is met—often using tactics that minimise actual gameplay or risk.

Interestingly, many players don’t even want to use deposit bonuses. Why? The main deterrent is the wagering requirement. Winning while under a bonus means your funds are locked until you’ve wagered a certain multiple of your deposit or bonus (or both). For recreational players, this can be frustrating—especially if they hit a big win and have to grind through turnover requirements before being able to withdraw their winnings. 

The Case Against Deposit-Based Bonuses

For years, deposit-based bonuses have been the cornerstone of online casino and sportsbook promotions. On paper, they make perfect sense: a player deposits money, receives a percentage bonus (often 100% or more), and plays longer with extra funds. It’s a simple equation that seems to benefit both the player and the operator.

But here’s the problem: this model is increasingly out of step with player expectations, long-term engagement strategies, and, critically, profitability.

Attracts the Wrong Kind of Player

Deposit bonuses, especially high-percentage ones, tend to attract bonus hunters—players who sign up only to exploit offers, fulfill the minimum wagering requirements (often with minimal risk strategies), and then move on to the next promotion elsewhere. These players rarely stick around. They often deposit only the minimum required to claim the bonus, and their gameplay is focused more on cashing out than enjoying the product.

This inflates new user acquisition numbers but drags down key long-term metrics like retention, lifetime value (LTV), and player quality.

Deters Serious and Recreational Players

Ironically, many of the most valuable players—the ones who bet consistently, enjoy the product, and are in it for the long haul—actively avoid deposit bonuses. Why? Because the fine print is rarely worth the hassle.

The typical wagering requirements (e.g., 25x bonus + deposit) can be daunting. A player who deposits €100 and receives a €100 bonus might need to wager €5,000 or more before they can withdraw any winnings. For someone who wins big early, being told they can’t cash out without grinding through thousands in bets feels frustrating and unfair.

Rather than encouraging play, these conditions often create a negative player experience, which can ultimately push good players away.

Doesn’t Encourage Real Engagement

Deposit bonuses reward the act of depositing—not playing, not winning, and not being loyal. Once the bonus is claimed, there's little incentive for the player to engage with the platform beyond meeting the minimum requirements.

Compare this to a mission-based system or loyalty scheme where players unlock rewards through actual gameplay. These systems naturally encourage deeper engagement and more time spent on the site or app. Deposit bonuses offer a “sugar rush” whilst achievement-based rewards offer sustained satisfaction.

Creates Operational Challenges

Deposit bonuses often come with a suite of complications for operators: fraud prevention, bonus abuse tracking, financial exposure during high win scenarios, and customer support issues related to misunderstandings around wagering requirements. These support issues alone can erode player trust and put unnecessary strain on teams.

By removing or reducing the reliance on deposit bonuses, operators can streamline operations, reduce abuse, and build a cleaner, more transparent relationship with players.

The Industry is Maturing — And So Are Players

The global online gambling market is no longer a free-for-all. As regulations tighten and markets become more competitive, players are becoming savvier. They're more cautious, more informed, and more value-driven. A flashy “100% bonus up to €500” no longer carries the same weight as it once did.

Modern players want transparency, value, and rewards that respect their time and effort. Deposit-based bonuses often fail on all three counts.

The Science of Earning a Reward

Incentives are powerful tools but how they’re delivered matters just as much as how they are offered. There's a significant difference between being given something and earning it. This distinction can have a profound impact on how players perceive, value, and respond to bonuses in online gambling.

Effort Justification and the IKEA Effect

Psychologists refer to effort justification as a cognitive bias where people assign greater value to rewards they’ve worked hard to obtain. A classic example is the IKEA effect—we tend to love furniture we’ve assembled ourselves more than similar pre-assembled pieces. The effort we invest increases our emotional attachment.

In iGaming, this same principle applies. A player who wins a bonus by completing a tournament, finishing a challenge, or unlocking levels is more likely to feel positive about the reward, remember the experience fondly, and come back for more. It's not just a bonus anymore—it’s a badge of honor.

The Dopamine Loop: Anticipation vs. Gratification

Much of human behavior is driven by dopamine, the neurotransmitter involved in motivation and reward. Interestingly, dopamine isn’t just released when we get a reward—it spikes during the anticipation of achieving something.

That’s why gameplay mechanics like missions, level progression, and time-limited challenges are so effective. They create a sense of purpose and build anticipation toward a goal. Each small step—each completed spin, each winning bet—feeds the dopamine loop, reinforcing engagement and creating a positive feedback cycle.

Deposit bonuses, on the other hand, offer instant gratification without emotional investment. They may create a short-term boost, but they don’t tap into the same powerful behavioral triggers that drive long-term loyalty.

Intrinsic vs. Extrinsic Motivation

Another important distinction in behavioral science is the difference between extrinsic and intrinsic motivation.

• Extrinsic motivation is when players act for external rewards—like money, bonuses, or promotions.

• Intrinsic motivation comes from within—it’s about enjoyment, mastery, and challenge.

Players who earn rewards through skill, perseverance, or strategy often feel a greater sense of achievement. They’re not just chasing a bonus—they’re engaging with the product on a deeper level. This kind of engagement is far more sustainable than simply responding to the next flashy offer.

When operators offer bonuses that are earned, they’re supporting a model where players are motivated by the experience itself, not just the payout.

Social Proof and Status

Earning a reward often comes with social currency. Whether it’s placing on a tournament leaderboard, unlocking a rare badge, or sharing an achievement in a community, players enjoy the status that comes with success.

This taps into another well-known principle: social proof. When players see others achieving something, they’re more likely to want it too. Earned rewards create stories—moments players are proud of and want to replicate.

Deposit bonuses don’t create stories. Missions, wins, streaks, and skill-based achievements do.

Long-Term Player Retention

From a business perspective, the ultimate goal of any bonus system is to increase retention and lifetime value. The science is clear: players who feel like they’ve earned something are more likely to return, re-engage, and build a lasting relationship with the brand.

That’s why successful operators are shifting toward progression systems, gamification, tournaments and personalised challenges—all of which lean heavily on the psychology of earned rewards.

So, Can We Ever Get Rid of Bonus Abusers?

Probably not entirely. As long as there are promotions with loopholes or short-term gains to be made, some will find ways to exploit them. But operators can limit abuse and improve player quality by changing how bonuses are structured.

The future of player rewards lies in loyalty, progression, and merit-based incentives. By designing bonuses that reward actual gameplay and player performance—not just deposits—we not only discourage abusers but also create a healthier, more engaging ecosystem for everyone else.

Explore these and other topics at Eventus International’s upcoming events: https://www.eventus-international.com/