Online casinos attract clients in different ways: original entertainment, generous bonuses, and flawless operation of payment systems. To choose the right approach, it is important for entrepreneurs to understand the interests and requests of players.
Experts of the Casino Market company will tell you about the behavioural characteristics and preferences of modern customers.
Portrait of an Average Gambler
User demographics vary depending on the region. There are countries with centuries-old betting traditions, and there are those where the industry is just emerging.
The Statista online publication provides the following data:
- Gender. 68% of casino visitors are men. Women place bets much less often but the difference between the sexes is gradually decreasing. In the category 55+, the number of female players already prevails.
- Age. The majority of gamblers are from 45 to 54 years old. They make up 28% of the total quantity of users. They are followed by people aged 35–44 (25%) and 55–64 (23%). Young customers are more focused on eSports or action entertainment.
- Level of engagement. Every third adult on the planet places a bid at least once a month. For example, in the UK, this figure is even higher. About 47% of people regularly visit iGaming and bookmakers’ platforms. Together, they generate 34% of pan-European GGR.
- Devices. The use of desktop computers and compact gadgets is almost the same across the world. In recent years, clients from the USA, Great Britain, Germany, Sweden, and other developed countries are increasingly making deposits from mobile phones. Android devices occupy 63.1% of the market, while 35.1% are accounted for by iOS products.
What Games Do Customers Prefer
Statista provided the following data:
- 81.1% of online bets in Europe are placed in slots;
- 10.9% is occupied by cards;
- 5.2% of virtual bets were made on roulette;
- 0.9% of deposits are made in arcades.
Slot Machines
This is the most popular type of entertainment. Such solutions are in demand in all regions (including Europe, Asia, and Latin America) and get 80% of the total volume of gambling products in the world. The audience prefers 3D games, jackpot options, fruit mixes, and other kinds of content.
In the field of digital slots, original algorithms are often introduced, for example, cluster mechanics of the formation of winning combinations. After the official release, they received an excellent response from the audience. A little later, the Big Time Gaming Australian developer patented them and made offers to other franchise brands.
Slot machines were the first to be supplemented with multi-level jackpots. Today, they are presented in the catalogue of Amusnet, Novomatic, Amatic, and other top manufacturers.
Board Entertainment
The second most popular solutions are card games, which occupy 10% of the market. Their traditional versions have gradually moved to the online space.
The audience’s attention was attracted by 2 formats:
- Products with RNG. They are based on a certified random number generator. It determines the order in which prize combinations appear on the panel. Clients play one-on-one against a virtual dealer. Users can apply various betting strategies to increase their chances of winning.
- Live content. In this case, all drawings take place in real time, and the audience communicates directly with croupiers. The games are distinguished by excellent broadcast quality, high professionalism of dealers, and effective socialisation tools.
The share of the board entertainment market varies depending on the region. Thus, in Europe, 16% of the total number of Internet bets is accounted for by cards and roulette, while in Latin America, this figure is 32%. The popularity of live solutions (roulette, baccarat, blackjack, and various types of poker) is growing in LatAm.
Arcades
This is a new direction, the prominence of which is rising rapidly. Casual games occupy from 0.5% to 2% of the market share depending on the jurisdiction but they bring good profits to developers.
Such products are distinguished by continuous and intense betting processes, original graphics, and good bonuses.
BGaming is one of the leaders in the production of casual content. The brand's assortment contains a huge number of interesting items, including exciting crash solutions where bids are accepted in cryptocurrency. The prize money is calculated according to the formula: the basic deposit is increased by a big multiplier.
Why Clients Visit Online Casinos
Let us figure out what emotions motivate the audience to place bets:
- The need to take risks. This is a powerful psychological boost. On the one hand, it causes fear of possible loss of funds and on the other, it gives an adrenaline rush. There are gamblers who simply cannot live without risk. For them, this is a way to relieve tension, get rid of negativity, and receive bright emotions.
- Anticipation of victory. Expectation and collection of prizes are the strongest incentives. They motivate people to spin the reels in the chosen slot until the desired combination appears on the screen. The acquisition of money strengthens the connection between the entertainment platform and users, making them want to place bids on the website over and over again.
- Emotional stability. Playing in a casino is one of the ways of psychological relief. This is a proven way to get rid of stress and escape from problems. Gamblers can forget about real life and plunge into the digital world for a while.
- The illusion of control. Most customers believe that they can predict the outcome of the rounds, especially in the case of card games. In this case, the element of chance often goes to the background, and users feel confident in their abilities.
- Desire for wealth. This is not the main reason why people place bids in online casinos, and yet the hope of a large gain remains a good stimulus.
- Faith in luck. Here, we are talking about the category of clients who hope to quickly change their lives and improve their financial situation.
Influence of the Social Environment
The community plays an important role in attracting people to entertainment sites:
- Curiosity. Watching customers spend time on such platforms can generate the increased interest of other users and the desire to try their luck. When gamblers see someone winning large sums of money or feeling strong emotions, they also want to have the same experience.
- The need for recognition and status. Success in a casino causes the respect of others. Social influence and the desire for an adrenaline rush are strong in cases where a person has low self-esteem. The desire to place bets may also be affected by being unsatisfied in other areas of life, such as work or relationships.
- Loneliness. People spend time on websites in search of recognition and pleasant conversations. That is why they are so attracted to multiplayer entertainment, such as mini-quests, tournaments, and other competitions.
Psychological Techniques to Attract and Retain Customers
There are many aspects that affect gamblers’ consciousness, emotions, and speed of decision-making.
The Right Colours
They have a great influence on users' moods, feelings, and behaviour. Therefore, operators should select the shades that motivate the audience to be active, register on the portal, and stay there for a long time.
It is worth finding out what popular tones are associated with:
- Red (excitement, passion, and risk). It is used when creating logos for iGaming brands as the main emphasis in the design.
- Green (money, success, and luck). Entrepreneurs often choose it as a background image. Buttons, arrows, icons, and other interface elements that literally “lead” the player to victory are painted in this colour.
- Blue (trust, calm, and security). This is another popular shade for advertising blocks and statistical tables.
- Gold (wealth and luxury). It looks good in the design of such details as inscriptions, logos, as well as text inserts.
The Illusion of Control
Clients trust casinos more if they feel masters of the situation. For this reason, there are so many different counters of time, bonuses, and progressive jackpots.
Options for customising game settings are also a common technique in online casinos.
Users can choose:
- number of pay lines;
- sizes of bet;
- speed of the rotation of reels, and other characteristics that affect the outcome of the rounds.
Reciprocity Principle
This is a common tool in social psychology when a person shows kindness and a good attitude to those who demonstrate the same attitude. That is why online casinos love to provide bonuses, hoping to keep players on the website for a long time.
By default, users feel indebted to the iGaming portal if they receive a welcome payout or a starting free spin. Customers will definitely take advantage of the privilege and, as the operator hopes, turn into regular casino visitors.
The Principle of Limitation
This technique is extremely popular in marketing. Advertising specialists launch promotions and sweepstakes that are valid only for a certain time, for example, until the end of the week or month.
Online platforms work in a similar way. They hold competitions, tournaments, and seasonal time-limited missions. Another common thing is exclusive offers, features, and rewards for certain users.
Gambler's Syndrome
This cognitive error is common among digital casino visitors. People believe that if they fail in several rounds, then they will definitely succeed soon. Therefore, after a loss, customers bet even more, hoping to hit the big jackpot.
The task of entrepreneurs is to prevent a strong manifestation of this syndrome. They can send players a proposal to temporarily stop the game or switch their attention to free rounds in demo mode.
Casinos without a licence, on the other hand, often work illegally. They take advantage of the plight of a person and as a result, such a disease as ludomania may develop.
The Main Things about the Psychology of the Gambling Niche
Understanding the audience is the basis of a successful entertainment project.
Operators should remember about the following nuances:
- The profile of the average user varies depending on the country or region. Online casinos are visited by people of different age groups, and the majority of players are men. The share of clients who place bets from mobile devices and desktop PCs is approximately equal.
- Slots are the most popular type of iGaming entertainment. Customers also enjoy cards, roulette, and casual solutions. Live content is also becoming more and more in demand.
- Casino visitors place bets for various reasons. They seek risk, thrill, and emotional stability, believing in winning and getting rich quickly.
- Social incentives play a huge role in attracting the audience. This is curiosity, the search for a community, as well as the need for recognition and status.
- Popular psychological techniques used by operators include the principles of reciprocity, limitation, and the illusion of control. Properly selected colours are also extremely important.
The Casino Market studio offers promotion services for iGaming startups. We use various marketing techniques: SEO, SMM, social media targeting, and cooperation with affiliates.
From us, it is also possible to order the following useful solutions:
- turnkey online casinos;
- White Label platforms;
- payment systems;
- unique HTML5 slots;
- security software, and much more.
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