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September 11, 2024
Ten Mistakes iGaming Operators Must Avoid
Becoming an iGaming operator is never an easy task. Still, there are ways operators can prevent mistakes that could make the difference between being a leading brand or an insignificant platform. Operators face numerous challenges in acquiring, engaging, and retaining players. It is, after all, the players that make the brand. Success hinges not just on attracting players but also on keeping them engaged and coming back for more. Avoiding common errors is crucial to maximising player loyalty, return on investment (ROI), and overall brand growth.
In our latest blog, we gather all the ‘dos’ and ‘don’ts’ of iGaming in an easy-to-understand format so anyone, even those new to the industry, can establish themselves as a recognisable name in their chosen market. Without further ado, here are WA.Technology’s ten pitfalls iGaming operators must avoid to ensure long-term success.
Non-compliance with local and international regulations can lead to heavy fines, legal action, the loss of operating licences, and even prosecution. iGaming – as with all forms of gambling – is subject to strict laws that vary from region to region. Regulations cover everything from licences to responsible gaming practices, advertising, General Data Protection Regulations (GDPR), and financial procedures like anti-money laundering (AML). The types of gambling and permissible games also differ from market to market.
Operators risk being shut down or fined without the proper licences, permits or certifications. Issues such as improper handling of player funds, a lack of marketing transparency, or insufficient or ineffective responsible gaming processes can trigger negative consequences with long-term implications. Non-compliance damages credibility and erodes player trust, impacting long-term growth, profit, and more.
Operators must secure the necessary licences for each region in which they operate. They must also obtain RNG (Random Number Generator) certification, and adherence to GDPR, AML, Know Your Customer (KYC), and responsible gambling practices is crucial. Operators must implement due diligence and ongoing compliance audits to ensure that all processes and systems meet regulatory standards. They must only offer game and bet types that are permitted in their market. Operators must employ qualified legal and compliance teams, in-house or externally.
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Ignoring local preferences and cultures is a sure-fire way to alienate potential players in new markets, and it’s not just a matter of simple language translation. Generic branding and marketing may bring low-level interest, but your brand will never truly develop. What works in one region may not resonate in another, leading to poor engagement and lost revenue opportunities.
Without localisation, players may find the gaming experience challenging to navigate. Payment methods unavailable or uncommon in a region, ignoring local holidays or customs, and offering content in a foreign language are all examples of localisation failures that can negatively impact user experience and, ultimately, player retention.
Operators should tailor their games, promotions, payment methods, and support systems to local cultures and preferences. Engaging experienced market experts who understand cultural norms and the specifics of each region, such as common local payment methods and popular verticals and game types, is essential for success. Websites and games should be translated into local languages where possible, but not through an automated translator.
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Restricting players’ ability to deposit or withdraw funds halts progress before it starts, frustrates players, and increases churn. Players expect fast and varied options that are easy to use and do not require setting up new accounts or apps.
In regions where players rely heavily on specific payment systems, lacking access to these options can diminish player trust and loyalty and drive them to competitors.
Depending on your market, offer various popular localised payment options such as mobile payments, e-wallets, bank transfers, cryptocurrencies, and traditional credit cards. Payment gateways should offer fast, safe, and flexible transactions with clear communication on deposit and withdrawal policies and procedures, including any fees or processing times, remaining secure and compliant throughout.
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A clunky, slow, or poorly structured website will drive players away and ruin their experience, no matter how good the games or promotions are.
Players expect fast, intuitive, and aesthetically pleasing interfaces—slow load times, broken links, outdated information, and clunky navigation lead to frustration. Players who can’t easily find the games or features they want quickly are likelier to leave the platform, resulting in higher bounce rates and decreased retention. Unstructured or cluttered design jampacked with no-value-added content, spam, and inappropriate or obtrusive ads is unprofessional, unappealing, and disengaging.
Ensure the platform is easy to use across all devices. Invest in UX/UI design that prioritises fast load times, intuitive navigation, and mobile optimisation. Make calls to action (CTAs) clear and strategically placed. Regularly update meaningful content and maintain a professional, user-friendly visage encouraging engagement.
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Ignoring player data and preferences in your marketing strategy is a big no. Failing to deliver tailored marketing can cause players to feel disconnected and unvalued.
Generic promotions and one-size-fits-all marketing strategies don’t work. Players expect personalised experiences based on their behaviour, preferences, and spending habits. Failing to personalise communications leads to missed opportunities for deeper customer relationships.
Incorporate CRM data analytics and tools to track player activity and preferences and create targeted player journeys and campaigns. Personalise marketing offers with loyalty rewards, event-specific promotions, targeted email campaigns, and personalised bonuses. Develop gamification strategies, offering VIP programs that recognise and reward player loyalty based on user activity. Research your market and enlist iGaming-specific affiliate marketing.
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Partnering with unreliable software providers can result in frequent downtimes and security vulnerabilities. Relying on poor-quality or outdated software can lead to technical failures, security breaches, and a suboptimal gaming experience.
Operators who choose low-cost, unreliable software providers often suffer from downtime, glitches, and poor performance. Outdated systems may be vulnerable to cyber-attacks, risking player data and funds, driving players away and creating costly legal and reputational risks.
Invest in high-quality software solutions from an experienced, reputable iGaming solutions provider with solid cybersecurity measures. Ideally, enlist the help of a provider that can also handle managed services and the day-to-day running of your business. Your platform must be equipped with cybersecurity measures and regularly tested for performance. It must also be scalable and able to handle peak traffic without performance issues.
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Inadequate or unresponsive customer support, especially for high-value players, can lead to dissatisfaction and lost revenue. A lack of 24/7 multilingual support can frustrate players and increase churn rates.
Players who encounter unresponsive support teams, long wait times, or insufficient assistance will likely leave negative reviews and move to competitor platforms. It is particularly detrimental for operators not to give VIP or high-stakes players the priority treatment they expect.
Provide high-quality, multilingual customer service. Invest in a well-trained team capable of resolving issues promptly, especially for VIPs. Implement 24/7 multilingual customer support through various channels, including live chat, email, and phone. Train support staff to handle various issues, from technical glitches to account-related queries. Offering fast, helpful, and friendly support improves player retention and satisfaction.
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Players expect a seamless experience across multiple devices; failing to deliver can significantly restrict your player base and engagement levels.
Players expect a seamless experience across all devices. If you fail to optimise for smartphones, tablets, and desktops, players may abandon your site for one that offers better mobile functionality. Operators that don’t research their chosen market risk missing out on the first hurdle.
Ensure compatibility across mobile, desktop, and tablet devices. Adopt an omnichannel strategy to maintain player access through other means, such as retail for markets like Africa. Develop mobile apps for iOS and Android and optimise web-based content for smaller screens. Include features such as one-click payment methods and intuitive mobile navigation.
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Offering a narrow selection of games and sports betting options can lead to boredom, lower retention rates, and high churn rates.
Players seek fresh content, new games, and innovative betting options. Players will go elsewhere if your platform offers only a limited range of games or fails to update its portfolio regularly.
Regularly update your portfolio with new casino games, betting types, and emerging trends like esports, Pick’Em Player Props, crash games, and free-to-play games. Tailor offerings based on player interests within each market. Engage on a deeper level with players using gamification and social gambling initiatives. Include fantasy sports, lottery, and other verticals to boost sportsbooks and casinos. Provide an eclectic game portfolio that caters to a diverse range of interests.
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A lack of transparency, endorsements, or player reviews can erode trust and damage your reputation. Players who don’t know who you are can never experience your brand.
Players are likelier to trust platforms with visible certifications, endorsements, and positive reviews. A lack of transparency or unclear terms and conditions (T&Cs) can make players question your legitimacy.
Showcase endorsements, reviews, and awards prominently on your website to build trust. Encourage player feedback and maintain transparent operations to boost credibility and trustworthiness. Clearly communicate all terms and conditions and seek partnerships with trusted industry organisations.
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By avoiding and combating these common mistakes, iGaming operators can improve player retention and satisfaction, enhance engagement, increase ROI, and strengthen brand loyalty. Start small and work on your brand's main pain points. Seek the guidance and services of reputable and reliable providers who can meet your needs in all areas to ensure your brand launches with pizazz!
WA.Technology is committed to providing solutions that address all these challenges and achieve sustained success in the iGaming industry, ensuring your operation stays compliant, engaging, and profitable. Launch your ideal iGaming business, perfectly tailored to your vision. From turnkey solutions to individual products, expert-managed services, and intelligent affiliate programs, we provide everything you need to enter or expand into emerging markets and beyond.
Reach out to arrange a chat with our expert team.
Operators must ensure that all gambling activities adhere strictly to responsible gaming practices. It is essential to avoid targeting or encouraging high-risk groups and ensure compliance with responsible gaming regulations outlined by the operator’s gaming licence. By prioritising player safety and well-being, operators can maintain their platform's integrity while creating a safer and more responsible gaming environment.
As a dedicated B2B service provider, WA.Technology upholds a strong culture of compliance, emphasising the importance of social responsibility and responsible gaming. We design our marketing practices to support our partners in adhering to the highest standards of ethical conduct, ensuring that all communications reflect our commitment to integrity, transparency, and the well-being of the gaming community. We promote safe and responsible gaming environments by providing products and services, prioritising regulatory compliance and responsible marketing practices.
W.A Technology Group Limited
Registered address:
19-21 Circular Road, Douglas IM1 1AF, ISLE OF MAN.
Email address: hello@watechnology.com
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