‘The Value of Trust’ from iGaming Business (Part 2)

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Last month, just ahead of our team’s attendance at iGB Live! in Amsterdam, we had the opportunity to contribute an article to iGaming Business. In the piece, we explored howoperators can collaborate with affiliates to boost their marketing efforts, as well as user experience and steps to building a trustworthy brand.While you can check out the article on iGaming Business, it’s also available here. The first part was published yesterday, and the second and final part is below.


Building a Trustworthy Brand & Reputation

Earlier this year, the UKGC released its Gambling Participation in 2018 study, which explored UK consumer behaviour and highlighted the importance of reputation among customers when selecting an operator. Of those surveyed, 24% selected ‘reputation of a company for being fair and trustworthy’ as the most important factor. It was the second-most popular choice behind “best odds”, which had 26%.

Recent updates to the UKGC’s license conditions and codes of practice (LCCP) introduced changes to identification and verification checks that are required, with specific mention of access by children and young persons to gambling. This was partly in response to a trend for ads targeting minors.  As a result, operators are required to implement firm controls in this area.

Embracing automation, such as biometrics, would allow operators to leverage facial recognition systems to quickly identify and onboard consumers, bolstering their commitment to due diligence. Adopting enhanced technologies before they become mandatory will offer higher standards of protection for consumers and an easier registration process.

In addition to introducing proactive measures, customer base expansion is also achieved through relevant partnerships that align with a brand’s business and offer complementary products or services.

Rightlander, a UK-based supplier of monitoring tools and services for advertising campaigns, provides clients with automated tools to review content to help meet and maintain regulatory standards in various jurisdictions. As heightened advertising regulations require operators to ensure responsible marketing practices, a partnership like this establishes brands as strict followers of these ethics.

iGaming’s evolution in regulation and marketing is accompanied by a desire for more diverse and secure payment methods for punters. Choice, flexibility and convenience are important elements, as operators that support multiple currencies are well positioned to attract more punters, thus optimising conversion rates and capitalising on emerging markets.

Consumer Loyalty & User Experience

A brand is born with an idea or unique selling point, but grows through evolution and consumer loyalty. To that point, once a lead has been converted, the focus should be directed towards retention and repeat visits to maximise customer value and promote a sustainable and consistent revenue stream.

Loyalty incentives will differ according to vertical, market and consumer demand, which can be thoroughly assessed through detailed, actionable data. Traditional loyalty plans include custom programmes, personalised emails, feedback via surveys and bonus incentives like coupons and codes.

Tiered incentives are the favoured option in the iGaming space as they apply gamification and are reasonably attainable. Programmes outside of iGaming, such as Sephora’s successful Beauty Insider community programme, which boasts millions of subscribers, have shown the potential growth that a stakeholder’s user list could experience.

As new business opportunities emerge within the iGaming industry, stakeholders will position themselves for greater success by building a winning marketing strategy that encourages adaptability, responsiveness and customer loyalty. This will facilitate the ability to evolve alongside the industry’s compliance rules and emerging technologies, equipping operators for heightened levels of competition, particularly in saturated markets.

Now that you’ve had a chance to read the full article, tell us what you think in the comments section below.

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