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‘Quality of Content Missing in Operator Retention Strategies’
Play’n GO’s Chief Commercial Officer Magnus Olsson delivered his verdict on the importance of using content to drive operator retention strategies on a standout panel at the 2023 iGaming Next conference in Valletta, Malta.
Joined by the CEOs of Crucial Compliance and Aspire Global, Olsson highlighted how the drive towards regulation in many markets had made player acquisition costs so high that ‘retention strategies through great content are what everyone needs to invest more in’.
While the panel moved to discuss the importance of RTP levels in retention strategies, Olsson added,
“I think it’s more about the content than RTP. If you’re a good supplier, you can design a game that is engaging and entertaining and has loads of both acquisition and retention capabilities.
“If you look at mechanics and volatility, I would say those two things are far more important [than RTP levels] in retention strategies.
“I think what’s missing in retention strategies today is an emphasis on the quality of content and entertainment value.”
The panel went on to discuss the importance of giving players a good experience immediately after you’ve paid to acquire that player, but that the slots game they land on first to play didn’t really matter.
Olsson disagreed with this view strongly and said,
“If your first experience in online casino is with a game that has a base game that just goes on and on, and basically has been designed for functionality like bonus buys, you end up with a very very bad customer experience – that person will probably never return to online slots. It’s not a good start.
“The first game a player sees has to be a high-quality game. One that really captures the player. I don’t think that a winning experience is required if they get to enjoy a high-quality, entertaining game.”
The discussion moved onto how markets, and therefore players, differ and Olsson was able to highlight the strength of the Play’n GO portfolio. He said:
“We have some amazing games in our portfolio that were released a few years ago like Lady of Fortune, which is perfect for markets with a strong land-based history and it’s nice to see them coming back in popularity – especially as it’s medium volatility with a relatively low max win of 500x. It shows that great games that are fun to play trump everything else.
“Where I think the industry can do better is to not focus so much on short-term thinking – what’s the latest release only etc.. – and get away from predatory functionality games in your retention strategies.”
Finally, the panel discussed VIP players and the future of revenue generation in a regulated reality. Olsson added,
“The old ‘80/20’ rule, where 80 per cent of the revenue comes from 20 per cent of the players in certain markets, like Germany, the UK, other markets in Europe, is gone forever.
“What Play’n GO would like to see is marketing that adjusts to this new reality. Where recreational and social players are the main audience. We aren’t seeing that yet.”
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AskGamblers Casino Complaint Service Surpasses $80 Million Returned to Players
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The AskGamblers Casino Complaint Service is a vital wheel in the mechanism of AskGamblers, and lately, that wheel has been spinning faster than ever. After reaching the $70 million milestone only a few months ago, the service has now gone above and beyond once again.
At AskGamblers, every complaint is handled with care and persistence to ensure fair treatment for players facing issues with online casinos. The most recent case involved a user who had difficulties withdrawing their winnings from Jackbit Casino. The amount in question was significant – $3,311,000.
After the AGCCS team reached out to the casino, the issue was resolved in less than two weeks, and the player successfully received their funds.
Since its launch in 2009, AGCCS has now returned over $80 million to players across the globe.
Dijana Radunović, General Manager at AskGamblers, said: “Every time our complaint team reaches a new milestone, I’m reminded of how much passion and effort they put into helping players. We’re proud of them and the impact they’re making – it’s a reminder that fairness in gaming really matters.”
The post AskGamblers Casino Complaint Service Surpasses $80 Million Returned to Players appeared first on European Gaming Industry News.
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UK Gambling Commission Concludes Four-part Series on Illegal Online Gambling
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The UK Gambling Commission has published the fourth and final report in its series exploring the complex and evolving issue of illegal online gambling.
The series — launched earlier this year — set out to improve understanding of consumer engagement with illegal online gambling, the risks it poses and the actions being taken to disrupt it.
Over the past months, the Commission has published three reports examining:
Part 1: Consumer awareness, drivers and motivations
Part 2: Consumer engagement and trends
Part 3: Disruption of illegal online gambling
This report — “Estimating the size of the illegal online gambling market” — explores the challenges of quantifying an activity that is, by its nature, hidden.
Understanding the challenge
The report highlights that while measuring the scale of the illegal online gambling market is essential for effective enforcement and policy-making, doing so presents significant methodological challenges. Reliable data is limited, and assumptions are often required to fill gaps — meaning that confidence in any single estimate is inherently constrained.
The Commission draws parallels with other areas of illicit activity, such as the trade in illegal tobacco, where government departments face similar difficulties estimating financial impact.
Building on progress
Although no single estimate of market size has been published, the Commission’s work to date has built a stronger evidence base and clearer understanding of both consumer behaviour and illegal operator tactics.
The series has found that:
• consumer motivations to use illegal sites are varied — there is no single driver of engagement
• some consumers are unaware that they are gambling illegally, highlighting the need for greater public awareness
• not all activity in the illegal market represents a direct loss to the regulated sector, as some consumers are self-excluded or otherwise unable to gamble legally
• there is currently no evidence of sustained growth in engagement with illegal websites where data has been collected
• a range of disruption and enforcement tactics are being deployed, supported by cross-industry and international collaboration.
A shared responsibility
The Commission emphasises that tackling illegal gambling requires a coordinated response. Efforts to measure, monitor and disrupt the illegal market will depend on continued collaboration across government, industry, digital platforms and financial services.
Chief Executive, Andrew Rhodes said: “Illegal online gambling remains a serious threat to consumers and to the integrity of the regulated market.
“While measuring the full scale of the problem is complex, our understanding is growing — and so too is our ability to disrupt illegal operators.
“Our independent research has strengthened the evidence base, improved transparency, and underlined that progress depends on a collective effort across sectors.”
Next steps
Although this marks the end of the current series, the Commission will continue its programme of research, data collection and enforcement activity.
The post UK Gambling Commission Concludes Four-part Series on Illegal Online Gambling appeared first on European Gaming Industry News.
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NuxGame Wins in Two Categories at EiGE Awards 2025
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NuxGame has earned two respected titles at the 2025 European iGaming Excellence (EiGE) Awards:
• Best Innovation in iGaming Technology
• Best Marketing Campaign: “DONUT MISS OUT”
These awards, presented at the European Gaming Congress in Warsaw, recognise teams that achieve strong results and help create the future of iGaming.
“Best Innovation in iGaming Technology” Award
This award celebrates products that meaningfully improve how operators launch, personalise and scale. It reflects the company’s ability to simplify iGaming operations through one online casino API, fast launch times, powerful analytics and tools that effectively boost player engagement.
What Made “DONUT MISS OUT” the Best Marketing Campaign
The “DONUT MISS OUT” campaign brought a friendly brand experience to iGB L!VE London and supported clear sales objectives, leading to high engagement and relevant business leads.
The post NuxGame Wins in Two Categories at EiGE Awards 2025 appeared first on European Gaming Industry News.
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