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Trust is essential to success, no matter the industry. Forbes goes as far as saying that while several factors lead to success, none are more important than trust. The online casino industry has proven this time and again in the last decade, highlighted by the sector’s astronomical rise. Today, 51% of the world’s population takes part in some form of gambling every year, according to Research and Markets.
Without an element of trust, players wouldn’t continue to spend their money on the platforms, instead opting for different forms of entertainment. Therefore, it’s worth questioning, how do online casinos earn people’s trust?
Marketing Their Reputations
Having the resources to create positive advertising messages is a bonus that online casinos hold over other types of organisations. New figures reported on Yogo Net show that the total spend of wagering companies on marketing has risen by 56% since 2014. It now stands at £1.5 million. Part of the reason this leads to enhanced trust is due to where the businesses spend their money. A significant chunk - £285 million, or 19% of the industry’s spend – is funnelled into affiliate platforms. These are people with a similar agenda as the casinos, such as pundits, tipsters and betting publications.
Thanks to affiliates, online casinos can extend their reach by pushing their strengths to audiences. The people who consume the message are more likely to believe it, too. This is because Ipsos points out that building a healthy reputation generates greater marketing effectiveness. In this case, the casinos’ ability to advertise efficiently results in a higher level of trust among consumers.
Source: Unsplash
Programming Loyalty
The casino industry is one of the leaders of the loyalty programme sector. For example, according to a paper from The University of San Fransisco, players who are classed as “elite” members are more satisfied, have fewer problems and are likely to recommend the hotel to friends and family. The fact that 17% of this group is willing to pay extra for a better experience only highlights this.
Online casinos have taken the loyalty programme concept to a new level by continuously providing users with added value, such as the “Base Camp”, “Monkey Coins” and “Top Banana Club” sections found on Fruit Kings. However, the jewel in their crown is the “Treasure Trail” club that rewards people for playing the games they enjoy as the programme unlocks unique rewards. The more people play, the bigger the rewards, so it pays to be loyal if you’re a gaming enthusiast.
Smart Phone, Big Trust
Source: Pexels
The final piece of the puzzle for online casinos is the user experience. In the past, players had to travel to exclusive resorts to enjoy games that are common today, such as poker and blackjack. Cleverly, digital casinos appealed to users who want a quicker, more instantaneous response, and it worked. In the UK, for instance, the Department for Digital, Culture, Media & Sport reported that 76% of 18–24-year-olds, 72% of 25–34-year-olds, and 66% of 35–44-year-olds gamble online. An NCBI study says that a further 91% of people wager from home. By providing a service that people can rely on, the providers have only enhanced their reputation with players and users.
If online casinos continue to market well, invest in quick-draw technology and improve their loyalty programme schemes, their ability to earn trust should only increase.
