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When you thought of gambling a decade ago, the first images that came to mind were Las Vegas and Monte Carlo casinos, flashing lights, and the cities’ buzzing nightlife. Today, however, the word brings to mind an array of digital online options instead, indicating a shift in modern gambling. Gone are the days of taking a plane or a lengthy road trip to enjoy the exuberance casinos have to offer, as this is a luxury many can now enjoy from the comfort of their homes. Just as with movie and music streaming services, online casinos have now become a leading digital entertainment option.
Expat Choice: Gamstop vs. Non-Gamstop
One market where online gambling has had a huge impact is in the UK, leading to the implementation of the GamStop self-exclusion program. This program is a requirement for all online casino operators licensed by the UKGC (United Kingdom Gambling Commission), encouraging responsible gambling. In comparison, UK casinos not on GamStop are still licensed and regulated by internal authorities, including Curacao eGaming, Malta Gaming Authority, or Panama Gaming Control Board. As such, when looking at a UK non Gamstop online casino list, it is essential to remember these casinos do not follow illicit practices. Instead, they offer players the freedom of fewer rules and restrictions, rewarding welcome bonuses, a wider range of payment options, and rich gaming lobbies. As such, many punters (whether UK-based or not) have flocked towards these options, significantly boosting the popularity of such sites.
The Netflix Playbook: On-Demand and Personalisation
Beyond offering players flexibility with gambling options, many online casino operators have borrowed retention models from their digital service counterparts. For one, Netflix set itself apart by introducing convenience and accessibility to customers with its “Anywhere, Anytime” approach. Instead of needing to book movie tickets and physically head to a movie theatre for a date, you can now stream said film from the comfort of your home.
Even better, this approach accommodates those who might not have a laptop with the Netflix mobile app. Let’s say you have a lengthy commute home or an extended wait at the doctor’s office; you can kill time by catching up on your favourite series on your phone. This is in addition to the wide selection of movies, TV shows, and (now) games you have to choose from.
Similarly, operators have embraced the mobile-first trend, ensuring customers can access their favourite slots and games whenever and wherever they are. With technological innovations supporting mobile designs, many operators have catered to audiences who are on the go and use their phones as their primary source of entertainment.
Online casinos have also borrowed from Netflix’s content library, offering their own versions of endless slots and game titles to players. In doing so, operators can be ahead of the retention curve, enticing new players while still offering veteran players fresh content. Lastly, AI-driven recommendations and personalised algorithms have been one of the latest additions to these gaming platforms. This creates a hyper-personalised customer experience, making it feel like the platform is almost reading their mind.
The Gaming Juggernaut: Immersion and Live Tech
Mobile, PC, and console gaming have taken off in recent years, specifically peaking in 2020 and continuing to climb from there. In 2020, video game usage surged to 2.7 billion gamers, with experts predicting this number to increase to 3 billion by 2023. As it stands, there are now 3.32 billion active gamers globally, meaning the current global gaming market is worth $522.46 billion, exceeding expert forecasts.
Although online gambling has not yet reached this impact globally, it could very well rival international gaming giants. For one, online casino operators have implemented innovations that significantly elevate user experiences, such as gamification and interactive features. It has attracted a wider audience by introducing gaming elements such as leaderboards, tournaments, and badges or rewards.
More specifically, these elements are appealing to younger, tech-savvy demographics who dominate the modern digital market. Live casino games are another factor that leans into the trend of making the experience more interactive and immersive. On PC and console, introducing immersive graphics and technology (like VR headsets) has further boosted the popularity of gaming.
However, this creates a very competitive market for operators as there needs to be a regular release of new and unique service offerings to keep customers interested. A result of this is the convoluted online casino space, where there are constant back-to-back releases of high-graphics slots and casino games. This mimics the cycle of annual video game releases, with new (and veteran) studios dropping various AAA titles each month.
The Economic & Cultural Normalisation
Another factor contributing to the rapid growth of the online gambling sector is current popular business strategies alongside cultural normalisation. A good example of this would be subscription and loyalty programmes, both hugely successful models used by digital service giants like Netflix, Spotify, and Xbox Pass (to name a few). Many online casinos have introduced loyalty programmes, VIP schemes, and other tiered bonus structures to further optimise consumer experiences. By doing this, these operators are able to mimic the increased retention metrics found within these larger digital service companies.
Beyond subscription models, there is also a need to gain customers’ attention by winning the “share of attention” battle. Unfortunately, gambling by itself is no longer a unique concept that will be enough to lure in customers. Operators are forced to step up their game and offer services that can compete with other entertainment giants and claim the limited leisure time of a modern audience. In shifting their focus away from being purely a gambling product, online casinos have now become an integrated digital service offering. Naturally, this shift has boosted online casinos into the same standing as other entertainment giants.
Conclusion: The Permanent Powerhouse
Overall, online casino operators have managed to tick all the boxes that make other entertainment giants so successful. This includes leaning into the latest business models to increase customer retention and embracing tech innovations such as AI. Although this sector might not be as big as the streaming or gaming market just yet, it is already gaining mass and global recognition.