Player protection is top priority for online gambling operators
3radical, the developer of the Voco gamification platform, has published a new report that assesses the current state of the online gambling and e-gaming industry. The report has found that player protection is the top priority for online gambling operators, followed by the retention of existing customers, despite the difficult environment with increased taxes, fines, political and media scrutiny and tighter regulation from the Gambling Commission.
3radical engaged 11 key online gambling and e-gaming industry leaders from organisations such as Bede Gaming, RISQ and News UK to provide detailed insight of the sector. The insights have identified key threats and opportunities to the industry, as well as next year’s trends.
Another key takeaway from the report is that the current challenging conditions generated by the Gambling Commission and the stringent regulatory environment means that the retention of customers is now equally as important as the acquisition of new players.
The full report is available here.
The four main findings from the report are:
- Retention is key: as acquisition costs rise, retaining existing customers has become the primary focus.
- Player behaviour needs to be understood and monitored: operators are utilising technology, data and education to flag and protect vulnerable players at the earliest opportunity identifying issues and addressed them before they occur.
- Engagement is more important than promotions: maximising engagement with customers and creating stronger relationships improves loyalty more than bonus-related marketing promotions.
- Mitigate the impact of taxes and regulations: by creating innovative revenue streams, player profitability can be increased, giving a better experience and therefore improving retention.
Rachel Swann, Commercial Director of 3Radical, said:
“The new report, which has been a collaboration between 11 respected industry leaders and 3radical, provides a great insight into the current and future trends of the online gambling and e-gaming market.
“We are certain the findings will be beneficial to operators and anyone involved in the industry to help them innovate and evolve, certainly as the online gambling and e-gaming landscape becomes ever-more complex.
“3radical is a solution provider that helps brands better engage with their customers. This new industry report has highlighted why building loyalty is more important than ever and guidance on how to do so – not only in the current day but looking ahead to 2020 too.”
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3radical is a SaaS company that enables organisations to achieve substantial improvements in consumer and employee engagement, as well as referral marketing. 3radical Voco is its easy-to-use software platform for creating and managing immersive, entertaining and rewarding digital content. 3radical Voco delivers better response rates, loyalty, engagement and advocacy, and results in stronger commercial performance.
3radical customers include Dell, DBS Bank, Azzuri Group, GVC and National Australia Bank and more than 2 million individuals worldwide have engaged with content generated by 3radical Voco.
3radical sells its solutions globally through offices in the UK, US, Singapore and Australia.
Learn more at www.3radical.com.
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