How Do Online Casinos Build Loyalty?
Posted by Harry Kane on Sunday, May 7, 2017
While it is not often discussed in the gaming industry as a whole, online casino brands and operators are well-versed in the difficult art of retaining customers and building loyalty.
This is one of the key drivers of the market, and a global industry that will be worth in excess of $59 billion by the end of 2020.
So, how exactly do online casinos build loyalty among players, and how does this impact on the market as a whole?
1. They Put Their Customers First
A customer-centric approach is central to any good consumer experience, and this is something that defines all successful online casinos.
This is manifested in several different ways, while it is generally focused on creating a simple and enjoyable experience that meets the customer’s main objectives. More specifically, online casino brands work tirelessly to help users quickly locate their preferred games, while they have also taken great strides to simplify the once convoluted deposit and registration processes.
To drive this, online casinos often benefit from uncluttered and well-laid out home pages, while an emphasis on responsive design also taps into the rising trend for mobile gaming.
These design elements all contribute towards the cultivation of brand loyalty, particularly in a competitive market such as online gaming.
2. They Offer Lucrative and Relevant Promotions
The customer-centric approach of today’s online casinos is also evident in their range promotions, which have become increasingly lucrative and relevant in the modern age.
In terms of customer retention, brands have also developed a range of promotions aimed specifically at loyal and returning players. Many now offer recurring deposit matches to players, for example, which depreciate in value but reward regular and consistent gameplay.
This, along with new registrant bonuses and the creation of innovative slot games that include access to free gameplay, cultivates an environment in which players are welcomed and made to feel as though they are central to the success of the brand.
3. They Constantly Diversify Their Range of Available Games
On a similar note, online casino brands are also increasingly keen diversify their proposition, which is a key component to any enjoyable (and ultimately sustainable) customer experience.
One of the main ways in which they achieve this is to constantly develop their available library of games, the majority of which are modern iterations of classic gaming patterns such as poker, blackjack and roulette.
We have also seen the proliferation of slot games in the last decade, including creatively themed titles and those that blur the boundaries of popular culture. This has not only helped online casinos to reach brand new audiences, but it has also improved the overall experience for those who like to play a variety of different titles during single gaming sessions.
These efforts are always focused and strategic too, with the range of slot games having been evolved in line with rising levels of demand. In fact, slot games are now thought to account for up to 80% of all online revenues, as the number of returning casual players rises incrementally.
This helps to ensure consumer loyalty, as it drives expansion that is built on the needs and behaviour of players.