Launching an online casino –and the sort of experience I’d want to offer to players in the UK – is something I’ve often thought about. Although nothing more than abit of fun, it makes me think carefully about what players might actually want from an online casino brand and that entertainment experience.
It’s usually just a mental exercise, one of those thoughts that pops into your head at four in the morning, but this time I thought I’d go a step further, commit my ideas to paper and share them with the iGB readership.
It’s worth noting that these are not just random ideas – my musings are guided by the data Comparasino generates through its Recommendation Engine. Our Recommendation Engine sees players enter their preferences for things like online casino type, age, payments, bonuses and games to then get a list of matching casino brands instantly.
It also gives us a clear picture of what players are looking for in online casinos, and the factors that matter most when deciding where to play. Based on this, and my four in the morning thoughts, this is the blueprint for an online casino experience that I believe would hit the mark with players in the UK.
Smooth and seamless online casino sign-up
It takes far too long for players to sign up to an online casino. With most brands, you’re looking at between two and five minutes. The signup process is usually glitchy and clunky, with players passing through multiple steps from providing their personal details, confirming their salary and uploading ID documents.
When compared to the smooth and seamless sign-up process for other entertainment options, you realise just how bad it is at most online casinos. For this reason, I would make my casino Pay’n’Play. This is now available in the UK through providers like Trustly and TrueLayer with its SignUp+ solution.
It’s not the full Pay’n’Play available in markets like Sweden, but it does allow players to sign up and make a deposit in less than 60 seconds, with verification undertaken via their bank account. The online casinos we’ve partnered with offering Pay’n’Play see a huge increase in sign up to FTD rates, and it’s clear why – there’s next to no friction incurred between the two steps.
If I was feeling brave, I’d launch my casino as a pure Pay’n’Play, but we need to educate players around what it is and how it works before we see mainstream adoption.
Keep the cashier simple
WhilePay’n’Play would be the primary payment option in the cashier, I’d also include a few other methods. Debit cards are amust as they are still the go-to payment option for players.
I’d also include PayPal as well as Apple Pay and Google Pay. Instant banking would be wrapped up in the Pay’n’Play option, as this is what ultimately powers it. We do see high demand for Pay by Mobile – so Boku,Payforit and Fonix – but once players understand how instant banking and Pay’n’Play works, I think demand will dwindle, so I’d leave that out.
Set the minimum deposit to £5
Why? Because we see huge demand for £5 deposit casinos, especially those offering a welcome bonus that can be triggered with a £5 deposit. I know operators are cautious about £5 deposits and bonuses, but our data shows these players are good quality and go on to make additional deposits of significant value and volume. It’s also a strong USP – most online casinos set their minimum deposits to £10.
Instant payouts
Instant payouts wouldbe non-negotiable for my online casino. Players really do expect to get their winnings without delay, and so they should. Again, this is why instant banking and Pay’n’Play would take centre stage in the cashier as they provide the services players now expect. For me, instant payouts are one of the biggest builders of trust between players and online casino brands and in such a competitive market, they provide a strong competitive advantage.
Personalise everything
AtComparasino, we’re all about helping players find online casinos that match their exact preferences, so my online casino would be very much the same. Players would be treated as individuals, and we’d recommend bonuses and games based on their preferences and past behaviours.
Communications would be tailored, too – no ‘send to all’ notifications and emails. We’d take the time to get to know each player and then speak to them on a one-to-one basis.
Reward loyalty properly
Bonuses are hugely important to players, even if it’s becoming increasingly difficult for online casinos to run meaningful promotions. That’s why I’d do away with wagering requirements so that at least the player could keep all of their bonus winnings.
PlayOJO has pioneered this approach, establishing itself as areputable brand in the process. In terms of how my casino would reward loyalty, players would be able to unlock a little perk each time they returned to the app with additional, random rewards like prize wheels thrown into the mix.
Slot tournaments and reel races tap into a player’s competitive nature, so I’d have those running round the clock with some decent prizes to play for. Prizes would be a mix of free spins (with no wagering requirements, of course) and actual items like tech, holidays and cars. I think loyalty is often over complicated, with points-based, level-up schemes and gamified missions, and tasks when really, players just want a handful of free spins each time they login.
But what is important is the regularity of these rewards, and that they are tailored to the player’s preferences.
Dedicated customer support
Customer support is one of the most overlooked aspects of an online casino operation, yet it has the greatest impact on acquisition and retention. My online casino would have a dedicated customer support team, based in the UK, and available 24/7 to engage with players, answer questions and resolve issues.
Players could speak with agents via email, live chat, instant messenger and social media – in short, they would be available across all channels, at all times. Customer support agents would be encouraged to check in with players and gain feedback. They would also drop perks in their accounts and dish out merch.
Ultimately, customer support agents would be ambassadors for my online casino, providing the human touch needed to foster engagement with, and loyalty to, the brand. I’m sure I’ve missed some key points, but this is still very much a work in progress, and one that I will continue to develop in the early hours of the morning. And you never know, I might one day decide to take a gamble of my own and launch the ultimate online casino for players in the UK
Martyn Hannah s the co-founder and managing director of online casino comparison site, Comparasino. Martyn has spent more than 10 years in the industry, latterly as a marketing consultant for operators and suppliers. This experience allowed him to launch Comparasino.
Martyn Hannah, co-founder of Comparasino, lays out the blueprint for his ultimate UK online casino experience.