Specialists of the Casino Market company will share their knowledge on how operators can build mutually beneficial relationships with gamblers in a highly competitive market and what assets and strategies to pick to form a loyal customer base.
Licence as a Guarantee of the Casino’s Honesty
The times when users blindly trusted dubious sites are long gone. Today, people carefully study all the information about the iGaming platform, including its certificates, available settlement methods, and entertainment catalogue.
A permit is an official document that gives entrepreneurs the right to run a legal business in a certain territory. A licence is needed to register a company, connect a payment system, buy software, and open a bank account.
The requirements for applicants are quite strict. This, on the one hand, filters out dishonest entrepreneurs and, on the other, provides guarantees to players and B2B partners.
To obtain a certificate, it is necessary to:
- provide full information about the company’s founders and management;
- confirm the presence of resources (material, labour, and monetary);
- write a business plan.
The cost of the permit depends on the jurisdiction. In some European countries (for example, Croatia or the UK), the price starts from €150,000.
Why Users Pay Attention to Certification
For most gamblers, this is a guarantee of the following factors:
- Fair play support. People want to be sure that the casino provides equal conditions for all its visitors, works only with certified software, and has multi-account blocking. That is why customers trust only licensed iGaming platforms.
- Timely transfer of prize money. Misunderstandings usually begin after the users win. Dishonest websites resort to various tricks to prevent participants from withdrawing funds. Certified casinos do not follow this path because their reputation is too important for them. Besides, the terms of payments and deduction of taxes are regulated by law.
- Fair resolution of controversial issues. It includes difficulties with account replenishment, reconstruction of the game in case of technical problems, gaining access to bonus funds, and much more. A common example is a crash during the session when the money was debited, but the slot machine never launched. An honest casino will return the funds to the client after the problem is fixed, while a fraudulent resource is simply going to charge.
- Privacy protection. Players must be sure that their personal information and bank details will not be disclosed. Licensed operators guarantee the security of customer data thanks to the use of advanced security software.
Gambling on Offshore Sites
The creation of accounts on foreign platforms was popular about 3 or 4 years ago. Today, approaches to industry regulation have changed dramatically, including the availability of overseas casinos.
In Germany, France, the United Kingdom, Ukraine, and other European states, the government is persecuting not only portals without local permits but also their customers. Players, for example, could be accused of not paying income taxes on their winnings.
In this case, the regulator will add such a person to the list of violators and freeze their account on the website.
Strict measures are also applied to foreign casinos: blockings, fines with confiscation of property, and prosecution of officials. Therefore, offshore iGaming projects do not last long: they appear suddenly, quickly gather a client base thanks to good bonuses (which are not paid), and vanish.
The placement of bets in legal establishments saves users from unnecessary risks, so trust in resources with a local permit is constantly growing.
The audience is focused on long-term sessions. Gamblers want to receive generous rewards on Christmas Eve, be the first to test new slots from well-known developers, and take part in seasonal tournaments. All this is possible only on licensed platforms, and people understand this very well.
Reputation as the Main Intangible Asset
Online casinos do not operate in a vacuum. There are hundreds of payment aggregators, software vendors, and hosting providers working in the industry. Dozens of thematic exhibitions and conferences are held, specialised magazines are published, and original advertising campaigns are launched.
Together, they create a powerful gambling community with billions of dollars in turnover.
Any newsbreak (positive or negative) instantly reaches the end consumer, which is the player. Therefore, business owners need to protect their reputations. The proposition is true both for young startups and gambling platforms with a huge audience.
What Factors Can Affect the Company's Image
Let us consider what elements form the society’s perception of any iGaming brand:
- Popularity of an online casino. A solid client base is a sign that the resource can be trusted. Players are not afraid to bet money on the site, participate in seasonal promotions and missions, and recommend it to friends and acquaintances.
- Positive feedback. Customers enjoy studying opinions about digital betting establishments, such as pitfalls during registration, ease of withdrawal, rules for wagering bonuses, speed of technical support response, etc.
- Brand identity. This is a detailed corporate style with bright accents and recognisable elements. It forms positive associations with the company and increases its recognition and popularity among the target audience.
- Mentions of the trade name in the media. It is possible to post articles on thematic sites or videos on streaming platforms and publish press releases about industry events. It is important for operators to create a positive information field around their projects and avoid negative messages.
- Cooperation with opinion leaders. These are athletes, bloggers, high rollers, and show business celebrities. The larger the audience of an influencer, the higher the chances of creating a good brand image.
Implementation of ESG Standards
This is a strategy that involves respect for nature, employees, and society. Following ESG principles does not have a direct impact on players, but it helps entrepreneurs form strong partnerships and improve their performance in the market.
Adherence to responsible gambling rules is one of the components of social norms.
Operators have the following main tasks:
- placement of only certified content in online casinos;
- informing clients about the risks related to ludomania;
- addition of special tools to limit the duration of sessions, sizes of deposits, login frequency, etc.
Players have great confidence in socially responsible businesses. It is important for them that the casino protects their interests and does not try to deceive them.
ESG strategy is also reflected in environmental protection and sound corporate governance. These factors help entrepreneurs establish connections with B2B partners. And customers get access to the best products, reliable financial services, and other worthy solutions.
Bonuses as a Way to Attract and Retain the Audience
The loyalty program is an important part of the user experience. It is needed to increase Internet traffic and interact with regular online casino visitors.
Bonuses are one of the key cost items for business owners. In large firms, the expenditures on reward systems reach 20–25%. For gambling startups, this figure is 40%, which is even higher.
About a Loyalty Program
This is a set of marketing tools that help operators retain customers and motivate them to place bets more frequently. The solution is also used to build strong connections with the audience, attract new players, as well as increase the number of conversions and the average check for the session.
A loyalty system will be useful for the personalisation of the offer. It is worth providing different types of benefits for each group of clients (for example, newly registered users, regular visitors, and VIP gamblers). This is how entrepreneurs can emphasise their good attitude toward customers and gain their trust.
Key Components of the Product
Among the most popular types of rewards in online casinos, we can name:
- Bonuses. They are given for registration, the first deposition of funds, activity on the website, and participation in multiplayer tournaments and quests. The more benefits are offered, the more users will be attracted.
- Cashback. This is a refund of part of the money that gamblers spend in the casino. Most often, they are credited to a special account and then can be withdrawn to the client’s bank card.
- Achieving levels. This is a popular component of the loyalty system that is found on many iGaming platforms. The more a person plays, the higher their status becomes. Each new stage provides new privileges. This includes increased cashback, access to in-game features, and additional points.
- Affiliate promotions. These campaigns can involve several companies at once. Most often, these are operators and suppliers of casino entertainment. They offer seasonal missions, after completing which players can hit a jackpot. Gambling establishments organise joint special promos on the eve of Halloween, Christmas, and other holidays.
The Main Things about Gaining the Users’ Trust
Loyal customers are the key asset of any online casino since they bring stable profits.
- A licence is the first thing clients pay attention to when they visit a gaming site. This document guarantees that the platform supports fair play, pays prizes on time, protects confidential data, and resolves controversial issues.
- A good reputation is the main thing that affects the volume of traffic. It is formed thanks to positive reviews, frequent references in the media, a successful image of the brand, and cooperation with opinion leaders.
- A loyalty program helps entrepreneurs attract and retain the audience, as well as create personalised offers. Popular types of rewards include bonuses, cashback, achieving levels, and affiliate promotions.
A profitable gambling project can be bought at the Casino Market studio. The turnkey solution is characterised by an attractive website design and contains an effective loyalty system, certified entertainment, and other components.
From us, it is also possible to order such useful services as:
- casino installation under the White Label scheme;
- assistance in obtaining a licence;
- connection of payment systems;
- promotion of iGaming platforms;
- development of HTML5 slots based on individual sketches, and much more.
For all questions, please contact our managers.
Have questions or want to order services?
Contact our consultants:
- e-mail: manager@casino-market.com
- Skype: support.casinosupermarket
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