Over the course of the past decade, the online casino industry has gone from strength to strength. According to the industry body iGamingBusiness, online gambling revenues are now at record heights, with much of that revenue deriving from slot games.
Meanwhile, some of the planet’s top digital casino operators and sportsbooks are posting record profits and expanding into new countries and territories like never before.
While the expansion of the marketplace for online casino games has been a standout success story for the industry, this is not the full picture.
Much of the audience for casino games have already been captured by a small number of top companies, meaning that smaller and newer platforms may find it harder to penetrate the market.
In order to stand out against the increasingly fierce competition, it is important that a successful online casino is able to offer exactly what current audiences are looking for. But what is that?
Real Customer Service
According to the global tech titan Microsoft, people’s customer service expectations are now higher than ever. This affects all industries, but especially online casinos.
This is an industry where consumers are staking and hoping to win significant amounts of money, which is why it is essential that there is somebody they can talk to if something goes wrong or if they have any questions.
It is no longer acceptable for online casinos to have fully automated customer service, where it is impossible to get in touch with a real person.
If you do not have a dedicated customer service department, you are putting yourself at a significant disadvantage.
Across all digital industries, cyberattacks targeting users have risen exponentially in the past year.
Scams, malware, and viruses are lurking behind every link and paywall, with customers becoming increasingly nervous about trusting any online service provider with their financial details.
That’s why it is crucial for any online casino to be able to offer airtight and 100% verifiable cybersecurity. Customers need to be assured that their money and their winnings are safe with any casino that they might choose.
This means offering two-factor authentication, end-to-end encryption, and full antivirus protection as a bare minimum.
Big-name Slot Titles
It’s also important to talk about the games on offer. Many casinos now try to market their product offerings by focusing on volume, often emphasizing that they have thousands of different games to play.
However, the vast majority of these games are likely to go unplayed by most customers.
What matters is that you can offer big-name, popular slot titles with a lot of brand recognition, which can act as a significant pull factor.
Although a successful global casino like Betway offers hundreds of different slots, the main titles that it focuses on in its marketing material are the big-name games such as Narcos and the ever-popular Game of Thrones slot. It is crucial to give the people what they want.
As we have seen across other entertainment media, cross-platform functionality is now becoming a basic prerequisite.
We see it on streaming sites such as Hulu and Netflix, which now allow users to seamlessly switch between devices without missing a second of their favorite TV show or movie.
We see it with top-tier consoles such as Switch and PS5, which support genuine cross-platform gameplay across many of their biggest titles.
The same is now increasingly expected from the online casino industry. Today, the most successful casino platforms are those that empower their users to play games seamlessly across laptop and mobile, as well as allowing them to switch between live and online casino games at the click of a button, without missing a thing.
Finally, it’s worth focusing on the freebies. All casinos offer sign-up bonuses and free spins and have done since the dawn of the internet. However, this is no longer enough by itself. Users are getting savvier and are expecting more.
They can use casino review sites to find out the T&Cs attached to a casino bonus and they are no longer content with bonuses that have huge wagering requirements or highly conditional terms.
That’s why many top casinos are now opting for genuine free giveaways in the form of no deposit bonuses, often with minimal or even non-existent wagering requirements.
Increasingly, casinos are starting to see free giveaways as a serious investment for future success.
These are the things that online casino users now want and expect. Any platform that wishes to remain competitive would do well to incorporate these into its business model.