For almost 30 years, video games and casino games (and gambling) have been two completely different forms of entertainment. When online casinos became popular, they used to offer games that couldn’t be called video games. This was because the term ‘video game’ referred to games in which the outcome depends on the player’s skill, whereas in casino games, the result is mostly based on chance.

Video games used to be ‘exclusively’ played by nerds and little kids. But in the early 2000s, at the same time with the rise of online casinos, video games started becoming mainstream. That made them not only popular but a normal part of the daily lives among Millennials and Gen Z, just as television used to be for Baby Boomers and Gen X.

Target Audience is Changing

Even though most Millennials and Gen Z have never played any casino games, online or in a brick-and-mortar casino, a lot of them are spending money on video games – purchasing the game, spending money on in-game purchases and character upgrades. And one of the most common things they spend real money on are ‘loot boxes’ – a type of mechanism where they get random in-game prizes in the form of a box or chest, which is very similar to the slot machine mechanism.

Members of the US government have greatly criticized this practice and even called it ‘gambling for minors’. But for video game companies this ‘loot box’ system has been a very lucrative tactic. In fact, many of the game providers earn more money through the boxes than through video game sales.

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Gamification of Online Casino Games

For years, gambling researchers have been making connections between traditional video games and casino games. Even though both activities share similar characteristics: bright colors, noises and potentially big wins, they have a different reach and different audiences.

With the advancement of technology both, the gaming and the gambling industries continue to grow exponentially, but more importantly, the lines between these two types of games are being increasingly blurred. In the past, video games ‘borrowed’ elements from casino games. Now, casinos are copying ‘gaming’ elements from the video games industry.

Traditionally, players would simply press a button and watch virtual dice roll. But that is changing as online casino games are getting a slick upgrade, allowing higher involvement of players. Players can enjoy the same thrill of ‘achievement’ that video games offer – battling enemies, earning experience points, and leveling up which translates into bonus rolls or even direct payouts. Some games even go one step further and offer bonuses after a certain amount of practice or ability leading up to big prizes.

The main reason behind the gamification of online casino games is obvious – the target audience changes. And as a player, they are incentivized to play more and spend more, the benefits for the casinos are obvious as well, they translate into increased player satisfaction and higher earnings. All these factors are worth considering if you are planning to start an online gambling business.

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From Luck-based to Skill-based Experience

Slots and casino developers are always on the lookout for making games more attractive to players. Gaming elements, such as free spins and progressive jackpots are often accompanied by fanfares and bursts of color.

Another important driver of gamification of online casino games are gambling apps which can offer a variety of richer experience than the traditional games of poker, blackjack or slots. The competitive system gambling apps use allows games that used to be mainly luck-based to evolve into skill-based experiences that require actual playing skill.

This new approach to online games gives players have more control over the outcome (their winnings). And it has proven very popular among younger generations as they would rather bet more in a game where their win depends on their skill than on a game where luck is the determining factor.

Is complete gamification the future of online gambling?

The global online gambling and betting market revenue is on a constant rise, with expectations to reach the one-trillion-dollar mark in the next few years.

With Millennials and Gen Z becoming the main target demographics, we see changes in customer preference, as these younger generations of entertainment gamblers want more interactivity as they play. Innovation driven by technology, gamification and personalized customer experiences for players are becoming the key differentiators for winning over players’ loyalty.

As gamification has helped introduce the excitement of online gambling to a whole new audience, a new generation on online casino games is taking over the market. The future of online gaming looks bright though, with technology-powered innovations and more advances in online casinos driving the gamification business model.

The iGaming industry grows and matures at a very fast pace. Companies are faced with greater competition and stronger regulations, including an increasing number of anti-laundering directives, licensing and GDPR, advertising limitations that reduce the ability to promote free-spins and bonuses. All of these factors are changing the landscape and putting brands marketing acquisition strategies’ under threat. As competition gets fiercer, it gets even harder to attract attention and earn loyalty from players. Offering the same things to all players is no longer effective. Personalization among other things is increasingly penetrating all markets and online gaming is not an exception. The playing rules are changing. And the winners will be the brands that realize that customer experience is the only way to get a competitive edge.

Why does Customer Experience matter?

Simply put, customer experience (CX) is the impression customers get after interacting with your brand – the way they think and feel about your brand, across every stage of the customer journey. Therefore, an effective CX strategy outlines an actionable plan, which ensures customer satisfaction, repeat business and customer loyalty. The most robust CX strategies entail all interactions across all departments, including pre- and post-sales activities, even with those who do not interact with customers directly. Here are the numbers to back up the importance of CX:

1. Businesses which invest in customer experience can increase their revenue by 5-10% (McKinsey)
2. Brands who prioritize CX, in 2-3 years, can see a reduction of costs by 15-25% (McKinsey)
3. In the next 2 years, 81% of companies will compete mostly, or completely, based on CX. (Gartner)
CX strategy checkpoints

Surviving in a customer-focused market largely depends on customer satisfaction. To achieve turning visitors into players, and make them loyal, your brand depends on bridging the gap between customers’ demands and actual brands’ offering. Branded, personalized moments for each individual player at every point of customer engagement is what market leaders are offering. So should you if you want to stay on top of the game. Here are the 4 main checkpoints which are key for getting your CX up to  standard:

1. User-centered websites and gaming platforms

The first checkpoint is offering online gaming websites, platforms, and apps that have a user-centered design. It is crucial for learning your players’ needs and wants. More importantly, it helps you build a gaming website or platform that provides an optimal CX and intuitively caters to these needs, thus eliminates the need for other fixes along the customer journey.

2. Personalized communication and offers

While personalization at every step might prove unnecessary, there are certain engagements that require it. It is important to identify those moments throughout the funnel and ensure you add the extra finesse. To achieve this, try to find an automated solution that will enable you to create personalized experiences for your customers.

3. Clear and simple problem resolution paths

Sometimes, technology cannot do everything and a human touch is required for resolving more sensitive matters. Make sure to provide a clear path to resolution, with an immediate and intelligent change of communication channels. Always have a clear picture of the customer’s needs and make sure to have the full story when dealing with a specific situation.

4. Synced customer data across channels and devices

Since most actions and interactions are coming from mobile devices, it is no surprise that players often defer to social channels when seeking a resolution. Constant monitoring and syncing of social channels and your CRM platform are crucial for ensuring there are no unanswered questions or comments on your social media or other customer support channels.

What’s next?

Focusing on your CX strategy in a customer-centered market where rules are constantly changing is not only necessary but the difference between winning and losing players. Learning what players want offering that, along with constant health checks and updates to your CX strategy are the answers to keeping customers happy. In iGaming, customer service and communicating with your players means anticipating their wants, needs, and problems even before they arise. In 2019 and beyond, the game will not be won on the gameplay or sing up complexity fronts, but rather it will depend on the entirety of your players’ experience.

For decades, gaming leverages human psychology to motivate user behavior. Players can spend hours on a single game and enter a state of flow more easily than in other fields. This is no accident because games are designed using neuroscience and neuromarketing tools and concepts to analyze consumer behavior and determine how a person will respond to various (marketing) factors to ensure maximum engagement and drive sales.

Neuroscience Concepts used in Gaming

Based on the key neuroscience concepts, cognitive load, search and attention, and branding, iGaming companies and casinos use several tools to design and develop gaming sites and platforms which attract a large number of players and maximize spending to ensure players will come back to play again.

Cognitive Load

The cognitive load refers to the amount of information people are processing at any one time. Cognitive load is connected to working memory, thus the more information in the short-term memory, the higher the cognitive load. Consequently, as the cognitive load increases, consumers’ ability to make purchasing decisions decreases.

That is why it is important to manage consumers’ cognitive load proactively and lower the number of choices or features. One clear implication is creating simpler UI/UX that lowers the cognitive loads, thus yields better engagement.

Another important factor in product design and creation is the underlying product mechanics. Slot machines are a great example here for proving why a simple game can be very popular for a very long time. The game mechanics of slot machines create the lowest cognitive load for players. This game provides entertainment without using too much (mental) energy.

Search and Attention

Another very powerful application of neuromarketing is based on a consumers’ search process and the selection they make afterward. There are two types of search, driven by different parts of the brain.

Bottom-up search, where a person makes an unconscious decision because something grabbed their attention. This search is generally driven by color, contrast, shape or density, and the persons usually end up buying something unplanned.  The other type is top-down search where a person is looking for something specific and makes a more conscious decision.

When creating a gaming platform or online casino site it is important to determine the type of search your consumers will conduct. Then, based on your UI/UX on that insight. If you want players to engage easier – try a new game, increase their in-game time and spending – then you need to make those options stand out during a bottom-up search.

Importance of Branding

The value of branding is much debated in neuromarketing, but it shows as very important, and at times crucial for consumers making a purchasing decision. Branding helps consumers minimize the cognitive load and makes decision making easier. A familiar brand tells consumers a lot about the product (style, quality, durability, etc.), whereas an unfamiliar brand requires spending a lot of mental energy assessing that information. Thus, a familiar product will probably be chosen.

Branding also helps ease the search process, especially bottom-up search – a familiar brand is more likely to attract the consumers’ attention. Additionally, strong brands create (positive) emotions around products even before consumers consciously evaluate the product.

Influencing Players’ Behaviour

Neuromarketing is a fairly new discipline that has major implications in gaming. In combination with neuroscientific tools like reward escalation, social proof and collaboration mechanisms, iGaming sites and online casinos ‘hook’ their players to stay in the game for longer periods of time to try to out-score their opponents.

Understanding how players’ brains work and what motivates them can greatly help game designers to tailor games for better in-game experience, thus encouraging players to come to the same platform again and again. Ultimately, the cycle of playing, competing and occasionally winning, translates to better business and bigger profits for iGaming sites and online casinos.

The main goal of web design is to captivate the visitors’ attention. Well-designed websites provide a free-flowing user interface and intuitive navigation which guide visitors through the site easily and efficiently and help them find what they want plus what they need. The same goes for gaming web sites, plus there is the additional challenge of designing a website that can provide a suitable gaming layout that works seamlessly across multiple devices and at the same time has a solid technological background to supports future scaling and upgrade.

Web Design Trends that are Shaping Online Gaming

If you analyze website and video games designed ten years ago, you can find noticeable differences in the visual and technical design and capabilities. That is the result of constant technological advancements. As a consequence, the gaming industry creates numerous upgrades to their online games and websites that reflect the latest and greatest trends. Gameplay, in-game interactions, characters, score and result charts become faster, more accurate and vivid, providing players with a lifelike experience.  But just like before, designers focus on creating a pleasurable gaming experience through a good user interface and design methods. At the same time, they are trying to choose the trends that will help them design distinctively unique websites that come out of the crowd effortlessly.

Let’s take a look at the best web design trends that are shaping online gaming in 2019.

Responsive design and thumb-friendly navigation

Statistics show that more than 50% of revenue involving online gaming comes from mobile devices. That is why it is of paramount importance for online casinos and gaming sites to embrace this trend more rigidly than other markets. Easy-to-use interfaces, exceptionally simple and thumb-friendly navigation (including drop-down menus and clickable icons) are key components of the ensemble. Additionally, responsive design should take into consideration all devices and screen sizes and ensure a seamless cross-platform experience.

Minimalistic clean design for faster loading times

Another trend that online gaming websites need to pay attention to this year is the minimalistic design that has outstanding logical structure optimized for the best possible (mobile) gaming experience. Clean look, clear explanation of the registration process and an overview of the gameplay are very important. Additionally, explainer videos and animations and promotional offers should be valuable and actionable, strategically placed above the fold, and optimized for fast page load times.

360 videos and VR/AR for an improved gaming experience

AR/VR have already entered the gaming world, enabling web and game designers to provide players with new unique immersive gaming experience where players are put in a more entertaining environment and can interact with and engage in the gameplay. But these technologies are not only influencing the way games are designed, but also play a big role in web design. Using these technologies will surely give players a reason to visit, discover and stay on your website.

Heightened security for customer safety

Since the beginning, online gaming software and online casino websites have required considerably deep and high-quality website encryption. The best way to ensure high levels of data security is applying 128-bit or even 256-bit encryption and safeguarding customers’ personal details and financial transactions. Customers feel better and are more likely to play using your website when they know they are safe, so when designing your website, make sure to include a label that shows off your encryption type.

AI and Chat Bots for

Online gaming websites and casinos have visitors 24/7. So their customer support should also be working non-stop. AI and chatbots are a great way to ensure players always get the necessary help and assistance and give them a greater level of assurance and trust in online gaming and casino brands, which is crucial given the amount spent by players on a daily basis. We saw this trend last year, but now we can notice that 24/7 customer support features are becoming a core part of almost any website.

Implement What Suits You Most

Implementing the latest trends should be about improving your website in terms of UX and UI, safety, speed, and functionality. Depending on your website and business needs you should apply only the trends that are key to ensuring online success and can enhance your website visitors’ (gaming) experience, not all of them.

ICE 2019 has ended. This years’ show was bigger and better than the previous ones as tens of thousands of delegates visited the world’s biggest land-based and online gaming trade show.

The show covered many, varied topics and industry challenges with gusto, transparency and inclusive collaboration, which really epitomized the brand theme of this years’ ICE – The Spirit of Genius. Now many weary delegates shall have collected their thoughts and experiences over the weekend as the post-flurry messaging communications begins of putting names, faces to business cards and of course the all-important business inquiry follow-up.

We at Digitain were delighted with the positive feedback from existing clients, partners and new customers not only to our state-of-the-art stand #S2-350, but to our multi-channel proven iGaming technology solutions. Our dedicated sales team and product specialists shall be busy bees following-up with the many requirements and industry needs of our new friends as we seek to excel in all your questions about how we can drive your iGaming business forward.

The Next Stop – SPICE India

It’s a short rest for our iGaming Digital Experts as our next industry road-show appearance is at the fast-growing Sports Betting & Gaming India Summit (SGBI), as it was previously known and now called “Strategic Platform for iGaming Conference and Exhibition” (SPICE) from Tuesday, February 26 – Wednesday, February 27, Goa, India.

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We look forward to seeing you at SPICE and how our Digitain Experts can assist your business and brand with proven market ready regulated sportsbook and casino solutions.

The global iGaming industry is forecast to be valued at more than 92.9 billion U.S. dollars in 2023. The current size of the market is almost 59 billion U.S. dollars, meaning the size is forecast to double in the upcoming years. 

Introduction

So how to choose the best online bookie software provider?

Thinking about getting into the potentially big-money online bookie and gaming business – whether sportsbooks, casino – here are the key things to know when choosing the best sports betting software and launching an online sports betting and gaming start-up.

Always Be Mobile First!

The majority of betting and gaming activity takes place via smartphones these days – especially so on sportsbooks where over 70% of revenues are processed through the mobile channel.  Focus on providing the best experience and software for your players, who are looking to enjoy themselves and use their devices to view and bet on online sports.

By all means you’ll want a funky website too – easy to bet on and to use, with a great look and feel, but front of mind should be the great players’ experience you will provide through your mobile software site.

Consider launching with a native sports betting software app – downloadable via the Apple and Google Play store. Better for forming a longer-lasting relationship with your customers, easy-to-use and often a right choice for the market. However if speed to market is important to you, and let’s be honest why wouldn’t be, then a mobile-friendly sportsbook and games website, fully adjustable, maybe the solution for you. Often Best is the enemy of Good – in this case to get to market the quickest way – then Good will do for now.

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Don’t forget a strategy!

We know that a battle plan only lasts until the first bullet is fired on day one- but nevertheless you want to have developed a business strategy before going down the expensive road of launching an online sports and igaming brand. Becoming a bookie – as it is known is the UK and USA – can be a profitable occupation, as long as you think long and hard before you leap into action.

At a market level – do you know who and where you are targeting? What are other bookmakers up to? Which competitor is your number one target? What regulations do you need to comply with? Do you know how you are going to win? What is your marketing strategy? Where will you position yourself in the market? What are the minimum range of products and features you’ll want to offer to compete? What will be the overall look and feel on your website?

Have an answer to the above questions and you’re on your way. You can design a product and brand to suit your needs. You will be able to obtain the best software platform and products to suit your business, as well as the players you’ll require to be successful.

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Buy, build or license – what type of sports betting software platform best suits your needs?

Buying or building your own bookie software platform can be a risky endeavour, especially if you’re new to the betting and gaming space. Are you prepared to make that bet?

A quick-to-market software solution is to find a reputable and flexible iGaming software solutions provider with an existing trusted and stable platform to build your operation.

Take your time and find the best option – better to be a partner with an experienced sportsbook software provider where you have a win-win relationships than to be a small fish in a big pond with some of the larger corporations.

So, you choose to go with the best sports betting software provider for your needs- what type of platform do you need? Options are often a turnkey approach or a white label.

A turnkey site allows you control of functionality and branding – with responsibility for some, if not all the operations. You’ll have to sort out your own license and be responsible for all compliance matters

A white label is less flexible – although customisation is available in terms of branding and colours but bespoke software development is less easy to get done. However it is the fastest and cheapest way to market.

What betting options are you going to offer your customers on your new web and mobile sites?

Sports betting, especially live betting software, is an important element. Live betting has grown significantly in the last 20 years and produces the most bookmaker bets. Online casino games are an excellent way of recruiting customers, especially slots and roulette. Live online casino software is a great addition to any site and players love to bet with real dealers . Esports and virtual sportsbook bets continue to make sense to add to your offering and are fantastic of attracting a younger demographic to your operation..

Additional sportsbook and casino software features and content will be required for the best sports betting customer experience – and your sports betting software supplier can provide guidance in this area. Consider social activity, chat rooms for customer service, real time sports content to help guide your customers’ choices. There’s also a wide range of free content that your players will like, especially around social networking.

This is why opting for the best platform software provider to meet your needs is a key decision – it’s about the free help and advice they can offer, given their experience as bookies.

Details, details….

A key element of any interactive betting and gaming service is the provision of effective, real time multiple payment options for your players. If they can’t deposit their money simply or, even more importantly, take back their money quickly, then the service will be unacceptable and you will struggle to succeed long term.

Here again your platform partner can help you through this – and help integrate you with existing and trusted payment processing providers, who can also deal with some of the other issues that you have comply with, including fraud detection and AML (anti-money laundering) matters.

The easier you make your sportsbook journey for your customers, delivering a great user experience no matter where they are interacting with you, the more successful your sportsbook or betting business will be.

People, who need people…

Take time to invest in the right choice of people for your brand and take time to choose where they work. Outsourcing solutions are commonplace in online sportsbook and gaming, ranging from technology team, operations/ customer care teams or even finance / AML resources.

Outsourcing can be a fine approach and free up time – but don’t allow your sportsbook and gaming business and your people to become too remote from your customers and the market, including the competition sites.

Key areas in your structure shouldn’t be outsourced – your top teams should be your main asset, your secret sauce – so take your time and recruit well – build a united, online betting team focused on success. Secret of that is easy – communication, communication, communication!

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Data is key

An investment in a good analytics application is vital so find an effective CRM solution, to manage and present data especially so to help your marketing strategy be successful.

This takes us nicely to your marketing strategy – absolutely vital that you are clear about your strategy for launch and thereafter. Expect to spend 30-40% of your overall budget on marketing in your first year.

Branding, recruitment, retention, bonuses, paid search, programmatic search, sponsorship, affiliate networks – there are plenty of options where to invest your marketing dollars – so you need to have an initial plan. Then make data-led decisions to adapt your marketing approach.

Summary

So, in summary, the betting and gaming industry can be an exciting and profitable space to be involved in. Key areas centre around the choice of the right igaming platform and top betting and gaming products and features. 

The best sports betting (bookie) software provider for your business needs is always a key decision to make, as is the actual type of bookmaker and gaming platform you provide. Speed-to-market is often one key element in launching, but don’t let that pressure affect your decision on a sports betting software partner. Cost effectiveness in getting to live is one element but ongoing monthly costs also need to be considered and weighed up in the big picture. A long-term relationship with your gaming software supplier is what you should plan for – so choose one who will support you from training, marketing and further software development perspectives. Also, make sure you choose an igaming or bookie software provider that has a comprehensive portfolio of products, with the best range of suppliers for your specific market needs.

The right, real time quality of user experience you deliver, especially through the mobile software platform will be key.

Market knowledge, digital marketing capabilities and having a well-trained and motivated team are other top elements to be included in your successful bookmaker operation.

ICE ExCel is almost upon us with tens of thousands of delegates attending the world’s biggest land-based and online gaming and gambling trade show. Here are our quick guide and tips to surviving the show!

Tip 1 – Print your badge Before Your Arrival

Sounds basic right, but if you want to avoid the long lines and people hazards, print off your e-badge x 2 copies and also take a picture in case you lose the printed copy in order to avoid the congestion charge!

Tip 2 – Take a Compass

Remember the show is vast and confusing. So use your iPhone compass to make sure you know what entrance is North and South in order to navigate to your desired meeting booth or zones.

Tip 3 – The Bear Grylls Survival Tips & 10,000 Steps Challenge

Eat a hearty, and with protein and some starchy carbs for breakfast in your hotel before hitting the show. Remember you will likely and be easily doing over 10,000 steps for all you Fitbit aficionados daily, so your body needs fuel to walk around the show – never mind the body weight exercises of carrying all that free swag, goodies and gifts that are handed out over the 3-days experience.

Tip 4 – Buy Two Power Banks

Yes, two, one as a spare. But of course remember to bring your phone, as how many times has it be left in the hotel or DLR? As you know what shall happen, people will ring trying to rearrange your pre-planned meeting schedules at booth XYZ. And given we are in the selfie era, your Instagram is likely to eat all your data and battery power of the iPhone.

Tip 5 – Find a Chill Zone

ICE is intense, full of distractions which drain you both emotionally and physically and in order for your adrenalin levels to return to normal; for your blisters on your feet to stop aching, you need to find a ‘chill zone’.

And where can you find this ‘sea of tranquillity’, well at Stand #S2-350.

Digitain’s iGaming Digital Experts shall be on-hand to provide a warm, friendly welcome to all weary, and battle-hardened ICE Delegates with a cup of English breakfast tea or stronger libation if you prefer.

We will help you recharge both mind and body and focus on why Digitain can assist your business and brand with a proven market ready sportsbook and casino solutions.

Book a meeting as spaces are limited to arrange a confidential no-obligation conversation today at ICE Stand #S2-350 using the following link: here 

What Does 2019 Hold?

We are already nearing the end of January and time goes by quicker every year.  So what are our predictions for 2019 in the iGaming Vertical? We believe three central areas shall be pivotal within the iGaming supply chain.

CX – The Importance of a Good Customer Experience

Customer Experience or CX is now widely regarded in other verticals as paramount for a brands survival in the unforgiving digital economy where attention spans are measured in seconds likewise customer fulfillment in nanoseconds.   iGaming Platform providers won’t be immune to this as a shift occurs from product orientation to one of CX experience within the buyer behavior cycle. The supply chain is highly competitive and demanding, and with commoditization across all products, CX will become more critical in B2B decision-making, as we are all consumers and have high expectations when it comes to customer experience.

Co-development and Inclusive Collaboration

This goes hand-in-hand with a central CX strategy. Operators are more demanding and quite rightly wish to have more control over the brand and customer journey technology touchpoints.

Platform providers that continue to rely on the traditional model of supplier/client shall succumb as their inflexibility in a cultural mindset and technology stack will ultimately impinge on their growth prospects and ability to service clients who wish co-development of their own brand journey and technology road-map.

Artificial Intelligence (AI)

In every industry sector, businesses across the globe are reaching towards AI to improve their product pipeline, streamline and automate services which ultimately and hopefully shall deliver higher levels of both customer experience and satisfaction.  The B2B technology platform sector won’t be immune as they seek to offer the best inclusive customer experience possible to their clients and ultimately the end user, the player.  Look out for more AI-driven software testing processes that can replace manual and repetitive testing and improve QA cycles to production release. There will be a raft of productivity tools, which allow the co-development ethos to evolve and empower lean teams within the operator brands to control the brand’s development in concert with the platform partner.

Online gaming and gambling have become one of the most lucrative industries in the world, experiencing constant growth and gaining more and more players each year. But does that happen? The industry is adapting fast to the times and taking advantage of big data analytics, data visualization tools, and smart marketing to give players what they want.

Data visualization tools are compelling. They can help shape the individual betting experience and enhance betting confidence among players. Additionally, it can maximize the advertising efforts of operators and play a significant role in the online gaming industry. This may not be important to players, but for operators it’s imperative they use data to learn about player behavior and how it translates to the future of the industry so they can improve their marketing efforts and grow revenue.

Big Data – The Cornerstone of Good Marketing

To enhance the online gaming experience for players, operators always collect data. They do so in a safe and legal manner, ensuring their players’ privacy is not violated in any way because they are under intense scrutiny from governments and other regulatory bodies.  But how do they collect data? The truth is, as soon as a player opens an account, the operator starts recording basic data, such as gender, age, and location, then, through continuous monitoring of the player’s activity, additional data is collected. All of this data, including, the time of day a player prefers, the length of their visit, the games they favor, deeper insights line win-to-loss ratio, changes of online behavior after a win or loss, and more, is collected into a profile which forms the player’s online persona.

One of the main reasons operators collect players’ data is so they can create marketing campaigns that will help enhance user experience and boost players’ betting confidence. When the operators have an overview of the types of games that are most popular, or which games are losing traction, they can adjust their selection and advertise the games to bring the most revenue.

Beyond Advertising – Using Data to Boost Gaming

Data analytics in online gaming and gambling goes beyond creating all-encompassing campaigns. Even though such campaigns play a significant role, gathering information and statistics on an individual level is becoming far more important. Online venues are recognizing that individually customized gaming experience is creating customer loyalty. And tracking big data is what enables them to determine which promotions and bonuses are more appealing to specific players, as well as which games are more popular to different demographics.

Once the information is collected and analyzed, operators can create individual campaigns for loyal customers and offer them a tailored experience. Additionally, operators are noticing that platforms that have integrated services like new communication features, achievements, reward systems, and gameplay statistics, and all kinds of tracking a visualization of their gameplay is encouraging players to play and spend more. Interestingly enough, leaderboards, achievements, badges and other forms of visible progress are becoming essential components of online gaming.

But players are also starting to understand the value of data and starting to take advantage of data analytics as well. Online gaming sites are aware, and they use the power of data to offer players better odds, more jackpots, and higher winning chances. And players love this, but they do not limit the use of data only on one platform. This is especially the case with poker. Numerous sites keep track of statistics from poker games around the world. Smart online poker players are using the statistics to track the odds so they can play more games where winning odds are higher.

Another way operator’s use data to enhance players’ betting confidence, especially in skill based betting games, is allowing players to monitor their scores outside the gaming platforms, discuss their results, analyze and adjust their playing strategies. All the play analytics and data visuals are focused on the player as an audience so that players can view all types of statistics and visualizations of their gameplay data and achievements. Moreover, the players don’t need expert knowledge to be able to understand the data visualizations. The interesting thing here is that data visualizations have a catalytic effect on players, especially when going through a winning streak – players are encouraged to play more, for more extended periods of time.

Data Visualization for Better Player Experience

The use of specific data and presenting it in a useful and attractive manner, enabling players to track their playing stats and track the odds, in addition to good marketing, has become one of the most important things in both, game design and customers experience. Online gaming platforms can now offer a tailored experience for each player.

While this is now becoming the new norm for online gaming, there are still many sites that can’t utilize big data to improve playing experience on an individual level. But one thing is certain, use of big data and data visualization tools are inevitably going to take over the gaming world since it is changing the way players approach gaming and has an even stronger impact on players than traditional marketing.

The United States of America is the world’s second largest games market, with almost 180 million players estimated to have spent over $150 billion in 2018.

On May 14th, 2018, a truly significant event happened in the global gaming industry – the strike down of Professional and Amateur Sports Protection Act, or PASPA – marking the start of a new ‘gold rush” in the United States.

Time for Gaming Operators to Place the Bets

This move was labeled “transformational” by a large number of betting companies and is expected to change the balance in the global gaming and betting industry. With the UK market under increased regulatory change and new higher levels of taxation and the majority of European markets implementing regulatory frameworks for online gambling, operators see the opening of the US market as a growth opportunity and potentially the industry’s next big jackpot.

European operators encouraged by the drop of the PASPA have started a new “gold rush” on the US market. Since they already have the online know-how which most of the US land-based casinos lack, European operators are looking to leverage their knowledge, technology, and marketing skills to start mining the mother lode.

As a result, we already witnessed several high-profile, high-stakes partnerships between some of the biggest operators as they are planning their strategies and jostle for a prime position on the new market. It is time for the operators to place their bets, and keep their eyes on who plays their hand next.

Online Gaming and Gambling in the USA in 2019

It took a while for online sports betting to make the scene in the USA. In 2015 it was daily fantasy sports that forced legislatures into action, leading to the legalization of DFS in 18 states. While DFS pushed online gaming bills in the background, its proliferation had a significant impact on the perception of online gambling and the need for its legalization.

Even though PASPA was struck down in May 2018, the implementation of robust regulations is often named as one of the critical reasons for the industry’s slow start, but operators and regulators are more than happy to make that trade-off because the regulations have proven extraordinarily effective and resulted in many positive changes.

The end of 2018 and the beginning of 2019 came with a lot of twists and turns– expansions, legal developments, and interstate and intrastate collaborations. Online gaming is changing rapidly, with eSports continuing to grow, and predicted to be worth $1.5 billion globally by 2020. The participation options for players are increasing thanks to innovation in mobile technology, motion-capture technology, and advanced algorithms.  Mobile betting is another driver of sports betting, while virtual reality and games of skill are becoming more and more popular.

At the moment, online gaming and online sports betting are legal in several states, including Nevada, New Jersey, Pennsylvania, Delaware, West Virginia, and New Mexico. And at least a dozen more are expected to follow in the footsteps and pass online gambling laws. New York is yet to legalize sports betting, and Rhode Island already established legal betting, which was a move to promote the budget bill but they still need to start legalizing online betting. Additionally, states that do allow online betting are engaging in interstate agreements. That further enables the expansion of online poker, allowing players from different states to play against one another.

But, the one thing that remains to be a big challenge is payment processing due to the lack of acceptance of online legal gaming by the credit card companies.

Will USA become the New Biggest iGaming Market

America is without a question one of the biggest gaming markets in the world. Both, from the land-based perspective and the new potential for individual states introducing legislation that allows the provision of other forms of intrastate and interstate online sports betting.

And as we enter 2019, the second wave of states considers legalizing sports betting. It is expected that throughout 2019-2020 numerous states will use sports betting, online sports betting to be precise, to lay the ground for introducing comprehensive gaming expansion packages.

But unlike the first wave, the second wave of legislation will happen at a slower and steadier pace. States are even more motivated to legalize all forms of online gaming and gambling. Firstly, due to the crossover among stakeholders of online sports betting and online casinos. Secondly, they are incentivized by the revenue that can be made by introducing a comprehensive suite of products packaged together – Sportsbook, Casino engine, Poker, Lottery, and DFS.

Furthermore, with all the latest marketing and tech innovation coming out from the Silicon Valley, the Bay Area and Palo Alto, and the introduction of regulated, socially responsible online gaming, the USA might come back on top even stronger than before and take the crown with online gaming from Europe.