Do New Casinos have the Edge on Older Ones?
Posted by Harry Kane on Monday, September 18, 2017
While we have often talked about the proliferation of the online casino market in recent times, it is also hard to ignore the growth of the advertising spend in this industry.
According to experts, online casino brands also spend between $3.5 billion and $4 billion on promoting their sites, as each looks to gain a competitive edge over their rivals. In total, global brands spent a total of $493 billion in 2016, and online casinos are playing an integral role in driving this expenditure.
You would think that this affords the larger, more established casinos a significant advantage, particularly as they have the resources to spend heavily. This may not be the case, however, as it can be argued that new and independent sites are more proactive in their approach and achieve a far greater ROI. Here’s why:
1. New Casino Brands Have to Differentiate Themselves
In a competitive market, the amount of money spent by brands is not as important as you may think. Instead, it is far more crucial that brands are able to differentiate themselves, although this can often be overlooked by sites that have already established a viable market share.
In contrast, new casinos have to differentiate themselves through the outset, providing them with a unique opportunity to stand out and carve a niche in the market. How they achieve this is up to them, but it is an approach that is evident in the form of innovative games and transparent, Bitcoin casinos.
We are set to see the emergence of other casinos underpinned by powerful blockchain technology, which threatens to revolutionise the online gambling space and eliminate the traditional house edge facing players.
This type of differentiation is becoming increasingly important, while it is also something that is second nature to new casino brands.
2. Independent Brands Tend to Offer Superior Customer Service
This also brings us on to the issue of superior customer service, which just so happens to be one of the easiest and most effective ways for online casino brands to differentiate themselves from more established brands.
Given the size of established brands and the sheer volume of players who frequent their sites on a daily basis, it can be difficult to deliver a personalised and high quality of customer service. The same cannot be said for emerging brands, however, who have a smaller pool of players to cater to and a greater opportunity to invest in customer support.
More specifically, they can leverage accessible tools such as real-time live chat and 24-hour support, while also offering a free-phone contact number and other complementary forms of communication.
The adaptation of cryptocurrency also lends itself to better service, as this creates a transparent gaming experience and one that minimises the cost to players.
3. New Brands Innovate More Aggressively in Terms of Games and Promotions
As a general rule, new brands tend to showcase greater levels of innovation when it comes to adopting games and driving promotions. These are two of the key elements to online casino gameplay, while they offer an incredible opportunity to new brands that want to offer something genuinely unique on the marketplace.
In terms of games, new casinos often gain traction by partnering with large developers and innovators in the market. This affords them access to the most popular (and newest) titles on the market, helping them to create a viable proposition and one that truly stands out.
Promotions can also be leveraged to afford emerging casinos a competitive advantage over their rivals, creating an appealing package for both new and existing players alike. These include no-deposit bonus options, through players are awarded free cash regardless of whether or not they have placed a wager. If you want to learn more about the most innovative operators on the British gambling market and what they can offer you, then make sure you also check out our dedicated page about the best new online casinos in the UK.