European Gaming News
3 Key Steps to Boosting Traffic to Your Online Casino
Reading Time: 5 minutes
Online casino creation is a serious business challenge. Even the best-executed project often does not bring the expected profitability to its owners. According to experts, this is an important thing to bear in mind apart from developing a gambling site itself.
What is traffic?
Any business is based on the buy and sell principle of goods or services. And this process always engages people – visitors, buyers, customers, and even random passers-by. On the Internet, all these people are called “traffic”.
To create an attractive gambling site filled with popular content is only half the case. Thus, the next important step is to stuff it with quality traffic, namely, a steady number of visitors who will become active players. And the key word here is “quality”.
It is believed that the more traffic, the better. However, that works with information resources, but not with those providing some specific services, in particular, online casinos we’re talking about. Those users who are interested in gambling and about to play are considered the most beneficial traffic for online casinos.
How to attract quality online casino traffic
Step 1. Target audience.
Traffic attraction is not as simple as it sounds. First of all, it is necessary to define the target audience of your online casino, to understand its main characteristics and needs. Then, based on this data, how it can be influenced and what is the best way to : through what sources and in which ways. With that, one should develop a marketing plan and start engaging traffic to the site.
Step 2. Traffic Engagement.
There are several most effective and common ways to do that. Let’s consider them in more detail below:
- Reviews of your online casino. Today’s online space has a copious amount of profile blogs and thematic websites which are considered as popular and trusted resources. By contacting a resource or a particular blogger, you can agree on a good review of your site from market experts.
- Ranking. This is another information format that is highly trusted by Internet users. It is natural that a casino player strives to play on the best gambling site. Despite the fact that the ranking organizations bring a focus on their neutral position, it is still possible to buy a place in the ranking.
- Backlinks. There are many options for getting free backlinks to your online casino. Among the most effective are: leave competent comments on the forums; publish interesting posts in blogs or thematic groups on social networks, accompanying them with links to the site in the description. It is also helpful to register your online casino in all possible catalogs. There are also link exchange programs and an opportunity to buy backlinks in the process of automatic website promotion. In addition, you should constantly publish interesting and unique content on your Internet site. Then, liked materials will be shown on other sites or blogs, backlinked to your resource.
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PPC stands for “pay-for-click”. This is a search engine service. Payment is charged each time the advertised site is clicked. For new websites, PPC is one of the most effective tools to gain traffic, because it can raise attendance rates during initial steps.
- Search engine optimization. In our case, it is also called Gambling SEO. This helps to rank your website to the top of search engines and is one of the most effective methods to increase traffic. Promoting your site in search engines with SEO, you attract the most relevant traffic because there, users are looking for an online casino exactly to gamble.
- Creation of a forum. Players enjoy communicating with each other in online, sharing experiences and impressions. Therefore, this method of attracting customers has worked well, despite its resource intensity.
- Social networks, video hosting, and instant messengers. This is another powerful method to increase traffic. Register your online casino in messengers; create thematic pages on social networks; establish thematic groups where possible; start a video channel. Do not forget about special buttons in social networks. Reposts and likes, which can also be purchased, will bring even more traffic to your site.
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Webinars and video tutorials. This method of website promotion has become especially popular today. Videos, where you tell about something new and unique, are perceived by modern Internet users much better and easier than text content.
- Mass media advertising. This type of promotion is traditionally considered to be the most effective one. Therefore, it is necessary to regularly appeal to the established media in order to place articles, news or advertisements about your gambling site.
- Affiliate Program. Today, almost all major online casinos promote their platforms within partnering programs. The main point here is that online casino operators give the program participants personal links to be followed by the potential clients. The task is to do everything possible and impossible to make target customer follow these links, create accounts, and play. With each such click and money lost, the partner gets his profit, while the online casino gains a new player.
- Newsletter. The information and advertising letters sent out to existing and potential players also significantly influence the increase of traffic and retention of actual clients.
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Sponsorship. It is a very effective tool to popularize and increase brand awareness.
- Participation in profile events. Exhibitions, conferences, summits, forums, roundtable discussions, and others give a great opportunity to see the market novelties, to get to know your competitors better, and also, to present your company.
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Gift marketing. A small souvenir with a logo of your site as a gift is a great way to reward the visitor for his or her interest in a gambling house. Notebooks, mugs, pens, trinkets, t-shirts, etc. also can go as prizes in drawings or bonuses for following certain conditions. By using things with your logo, you involve users in the process of increasing the popularity of the casino.
- Traffic Exchange. Another very popular method of increasing attendance. As a rule, the purchase of traffic is carried out on subjects in different categories that allows attracting only the target audience. Traffic exchange is a service where the advertiser can purchase certain kind of traffic in the necessary quantity; and a webmaster, who has a very reputable site, gains on selling the necessary amount of traffic.
Please note that you should not dwell on one or two ways of traffic attraction. It is necessary to apply them as much as possible, consistently and in combination. Then, the casino traffic will grow naturally, without sharp ups or downs.
Step 3. AIDA Marketing
Marketing has some immortal models based on the psychology of human behavior, that will remain trends of the times. The AIDA model was formulated in the U.S. by E. St. Elmo Lewis back in 1898. This model involves a clear sequence of actions to form a consumer decision to purchase goods/services. It can be explained as follows:
Before working with AIDA, it is necessary to study the target audience in detail and to determine what methods to be used to influence it.
To draw attention, a website should have an original, vivid, and memorable design. Due to the huge variety in today’s Internet, a trivial standard design is not able to attract any customer attention. For example, different interactive elements, such as pop-ups, menus, sliders, drop-down lists, etc., have been entered into fashion nowadays. Without them, your site will look outdated.
To generate interest, it is necessary to drum up a visitor’s curiosity and make him or her stay on your site. Focus on the needs of the aim audience: give them what they’re waiting for. The newest games, the most interesting bonus program, relevant information about products and services – all that you offer should generate interest.
To trigger the desire to start a game, it is necessary to call to action with bright images, videos, animations, sounds, and texts. It can be enticing live images of slots, card, and board games. Also, logos of recognized developers and laconic texts ultimately should generate a desire to make the key step – action.
We can go on and on describing the ways how to attract quality traffic to online casino site. However, here we set up a collection of the main and most used traffic engagement tools for your special benefit. Therefore, we also recommend you to check out Slotegrator’s webinar on “How to attract gamblers to online casinos” via this link.
Source: European Gaming News
European Gaming News
Could the Gambling Commission ban wagering requirements?
Wagering requirements; whether you love them or hate them, with the Gambling Review well underway, there’s never been a better time to debate if they still have a place in modern gambling and whether the upcoming review will ban them once and for all. But first, let’s look at their development and why they are a contentious issue in the industry.
What are wagering requirements?
Wagering requirements are a common term and condition attached to a bonus that prevents players from taking a promotion and withdrawing it immediately. They are applied differently by each gambling brand. Some, like PlayOJO, Paddy Power, MrQ and Betfair, have revolutionised the casino scene by offering no wagering bonuses. In contrast, others take the predatory route and list bonuses with up to 100x requirements (the average is around 30x).
The requirement is the amount a player must wager at the casino before any winnings made with a bonus are valid for withdrawal. In the case of a £100 bonus, a 30x requirement would mean a player must wager a total of 100×30=£3,000 before they could withdraw any winnings. Most players would easily decimate their winnings before fulfilling the condition and, as most bonuses expire within 7-14 days, may well be forced to play for periods, or at times, they otherwise might not.
Why do wagering requirements exist?
In the early days of online casinos, bonus hunting among players became widely popular. It led to forums where players shared information on where and how to profit from the best welcome bonuses, earning money from the available offers available and never playing at a site again.
As casinos began to notice players taking bonuses and withdrawing without using them fairly, they combatted the practice with wagering requirements and other terms, such as the ability to withdraw a bonus and any winnings made if an account was suspect of this activity.
However, with no limits or official licensing rules to regulate wagering requirements at that time, things soon got out of hand as operators set high limits that were and still are unattainable to most players. Additionally, in many cases, the terms and conditions were not clearly displayed or explained, leading to the confiscation of bonuses and winnings without players understanding how or why they’d fallen foul of the casino’s rules.
Wagering requirements under fire with UKGC
By 2014, and following a flood of player complaints, the Gambling Commission weighed in, creating the Gambling (Licensing and Advertising) Act which prescribed operators were to advertise their bonus terms and conditions clearly and explain them to players. This led to some reducing their requirements to more feasible levels. However, not all operators followed suit, hence why we’re still discussing wagering requirements today.
More recently, in February 2022, the UKGC set its sights on reforming wagering requirements again, issuing new guidance regarding fair and transparent terms and practices, which acknowledged that wagering requirements could lead to excessive play, not in line with social responsibility rules for operators.
The new guidance rules cited that licensees used potentially unfair terms, with examples including:
- “terms that allow licensees to confiscate customers’ un-staked deposits
- terms regarding treatment of customers’ funds where a licensee believes there has been illegal, irregular or fraudulent play
- promotions for online games that have terms entitling a licensee to void real money winnings if a customer inadvertently breaks staking rules
- terms that unfairly permit licensees to reduce potential winnings on open bets.”
It also stated that the Commission was aware of:
- “terms and conditions that are difficult to understand
- welcome bonus offers and wagering requirements which may encourage excessive play.”
While the guidance did not contain rules for abolishing or limiting wagering requirements, they instructed licensees to review their terms and conditions to ensure they fit consumer protection laws and that; “The LCCP requires rewards and bonuses to be constructed in a way that is socially responsible. Although it is common practice to attach terms and conditions to bonus offers, the Commission does not expect conditions, such as wagering requirements, to encourage excessive play.”
Will wagering requirements be banned?
With the Gambling Review white paper currently overdue and keenly expected by all industry stakeholders, many wonder if it will cover wagering requirements or, more specifically, exclude them from casino practice. The Gambling Review aims to update the 2005 Gambling Act, fit for the modern age, and wagering requirements would undoubtedly slot into the remit of what’s being discussed, which includes greater player protections and affordability checks.
While it’s clear that some big-name operators and affiliates like No Wagering are pioneering the way in bringing zero wagering bonuses to players, many sites have not followed suit. This is despite clear evidence that players favour fairer bonuses (PlayOJO is one of 39 brands operated by the same parent company, it is the only one with zero requirements, and it’s the most successful of all, according to the company).
Realistically, we’re not sure that the new gambling regulations will ban wagering requirements completely (as we covered earlier, they do exist for a reason), but it certainly wouldn’t be beyond the imagination for there to be a maximum cap applied in the view that excessive requirements equate to excessive play.
What’s next for operators and bonuses if wagering requirements are banned?
Bonuses are one of the most important factors for players in picking between casino sites, and they make players feel lucky to score something for free straight off the bat (even if the wagering requirements mean this is not really the case).
If wagering requirements are banned, operators unwilling to offer bonuses without wagering requirements will have to return to the drawing board and reimagine rewards, especially welcome offers. Alternatively, they could begin competing based on other USPs, such as focusing more on the casino product to pull in the punters by offering unique games, making space for indie developers, having instant withdrawals, or gamified loyalty benefits and better loyalty clubs.
Moreover, it would present a fantastic opportunity for remote operators to move away from the tired system of matched deposit bonuses towards more exciting and fresher ideas like promo wheel spins, mystery gifts on first deposits, prize draws and so on. With brands including PlayOJO, Paddy Power, MrQ and Betfair already doing this, operators do not lack a blueprint to success, just the gumption to embrace a new model.
Bulgaria
Betway Bulgaria officially launches, offers live and bet-builder options
Another company has officially launched its activities in the growing niche of online betting in Bulgaria. But here we are not just talking about another operator licensed by national institutions, but about a leading brand worldwide. Betway is one of the largest bookmakers in Europe and globally, and the fact that it already offers its services in Bulgaria speaks positively about the development of the gambling business in the country.
Indications of an increase in the size of the industry appeared last year, when several operators received a permit to operate under Bulgarian jurisdiction. It is unlikely that this process will end with the official launch of betway bulgaria, rather the brand entering the country can be perceived by international operators as a positive assessment of the market in Bulgaria. What can we find at Betway besides the obvious – increased competition and of course more choice for consumers?
What do we find in the sports section?
Sports betting – this is the leading sector of the company, which started operations in 2006. The brand is associated with a number of teams in Europe such as Tottenham, Atletico Madrid, Leicester, Alaves, Belenenses, Werder, etc. Of course, the top championships in Europe are present in the latest betting platform, but that’s not all. Betway offers the opportunity to make predictions at less popular UEFA championships. The fans of the Bulgarian championship have options too. All matches of the First League are present in the bookmaker’s menu, and are offered with dozens of choices for each of them.
Real-time bets and long-term combinations
Live bets are a big thrill for many players. This option is present at Betway, and this also applies to the mobile version, of course. It is not difficult to detect current events – they come first when loading the platform. And with them the bookmaker really comes up with interesting offers, some of which are rare on the Bulgarian market. The outcome of the bets become clear in literally seconds if the next goal market or one of the performance options is selected.
In addition, the company accepts predictions with a much longer horizon. It is now standard to bet on who will be the champion in England, Spain, Italy or Germany. However, there are also specific markets and selections for certain teams – will Barcelona take the trophy this season, will Liverpool reach the final in at least one of the tournaments in which it participates, etc. And if users don’t find what they’re looking for in these offers, they can always turn to the betting menu. The bet-builder is still limited to one match, from which we can choose two or more selections until the desired odds are formed. This is the most appropriate way to optimize the bet according to personal preferences and therefore it is increasingly preferred by the players.
Betway’s first steps on the Bulgarian market are impressive. And this is just the beginning, we can expect even more in the near future.
European Gaming News
EveryMatrix inks RGS Matrix agreement with Wild Boars
EveryMatrix announces the second RGS Matrix partnership with Wild Boars, newly launched gaming studio that aims to bring creative storytelling and a fresh feel to the gaming industry.
Launched in 2019 as EveryMatrix sixth standalone solution, RGS Matrix enables gaming development teams to distribute, manage, and report upon a proprietary game product portfolio.
This ‘out of the box’ remote gaming server was built on an open architecture and caters for outstanding player experience, consistent deployment, and quicker content integration.
Mathias Larsson, Managing Director of RGS Matrix, says: “This is our second RGS Matrix agreement and it brings me a lot of joy to know that our solution starts gaining momentum in the market. Our remote gaming server aims to help the new generation of game builders by providing all the means to create, design, distribute and manage games.
“The team of Wild Boars is experienced, skilled and highly creative. I am looking forward to seeing their games live and appreciated by players in many countries.”
Oleksandr Yermolaiev, Managing Director of Wild Boars, comments: “We truly believe that choosing a right partner is crucial for success. For us, RGS Matrix and its remarkable team is just that partner. We are excited to use EveryMatrix solution, focus on what we do best and bring our innovative games to a wide range of operators, territories and players. RGS Matrix is dashing ahead and we are happy to join the ride.”
RGS Matrix powers slots and table games, and is currently certified for Malta, Latvia, Lithuania, Estonia, Sweden, Spain, Denmark, Romania, and Colombia, with many jurisdictions to come in the upcoming years.
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