Dave Hayward, B2B Sales Executive, Enteractive.

The iGaming and sports betting industries are in a constant state of flux. New regulations, innovative products, and streamlined onboarding processes all play a crucial role in an operator’s success. But at the heart of it all lies a single objective: attracting and retaining a robust base of active players.

Understanding Player Needs

Companies like Enteractive, with their experience working with global iGaming brands, have a unique perspective on player preferences. By directly interacting with players on behalf of operators, they gain valuable insights into how players react to the ever-changing iGaming landscape.

Frictionless First Impressions

A smooth user experience is paramount for converting players into active users. A slow, complex, or glitchy onboarding process is a recipe for player abandonment.  Operators must prioritize a seamless journey from initial sign-up to first deposit.

Payments: Efficiency is King

Alongside a stellar user experience, the ease and speed of deposits and withdrawals significantly impact player retention. Any hiccups, especially during withdrawals, can lead to player churn.  Offering a variety of secure and convenient payment options is essential.

Product innovations 

Of course, AI has taken the world by storm in 2023, and we’re starting to see some of the practical benefits of its implementation across various industries, and the online gambling sector is no different. 

Operators are starting to leverage AI for a more personalized and engaging experience, potentially to recommend games to users based on their preferences and past behaviour, to tailor promotions and bonuses to individual players, as well as detecting and preventing fraud in real-time.   These are just some examples, but it’s clear that AI will help develop the industry in positive ways, though of course, the human touch is still unbeatable for a truly personalised approach.

Alongside AI, we’re seeing more AR/VR try-outs (and we’ll see how they pan out in time), the continued focus on a mobile-first approach, and the rise and rise of casual betting, with the crash games genre an unstoppable force!  

Operators must keep up to date and offer players the latest products and innovations to ensure they continue playing with them. But they must also keep existing audiences engaged with their preference of established products.  Keeping everyone happy across diverse demographics is key to a healthy active player database.

Regulatory Maneuvering

Legislative and regulatory changes have significantly impacted how operators maximize return on investment and grow their businesses. From advertising restrictions to stake limits, responsible gambling measures, and other regulations, particularly in Europe, staying compliant can be challenging.

These regulations, while crucial for promoting responsible gambling, can make it difficult for operators to connect with potential customers. Enteractive highlights that directly calling registered players, following responsible gambling protocols, is an effective way to navigate these restrictions.

Adapting and Thriving

Affordability checks, monitoring players to look out for signs of problem gambling, and identifying vulnerable customers, are welcome developments for an industry keen to promote healthy entertainment offerings, but it affects operations and limits how brands can approach players commercially.   The key here is to remain flexible and maximize ROI from as many available channels as possible. 

This means online operators are having to adapt their offers, modes of operating and working practices to these new settings and some would appear to be achieving this with more success than others.      

A Glimpse of Sunshine

Nonetheless, there are some rays of sunshine cutting through the sometimes dark clouds of regulation.

In Spain, the 2021 royal decree bringing in an all-out ban on gambling advertising and sports sponsorships, as well as bonuses and promotions, has been modified with subsequent rulings and developments, including a decision by the Spain Supreme Court that overturned some gambling ad restrictions and impacted the scope of the regulations.

The Road Ahead

The iGaming industry is experiencing a resurgence of growth and innovation. By staying ahead of the curve, planning for the future, and adapting to changing landscapes, operators can ensure they continue to thrive.

www.enteractive.com