At the recent industry conference Next.io, experts unanimously declared that the future of online gambling depends on operators’ ability to adapt to changing preferences and behaviors of players. According to them, to remain relevant, this sector must become more personalized, interactive, and community-oriented.
Jonathan Dubilet, Vice President of Business Operations at Playtech in the USA, emphasized the crucial importance of innovation in attracting the next generations of users. The industry, born a decade ago, requires significant transformations to meet the expectations of modern customers.
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Unique experiences for loyalty
The key to success lies in enhancing interaction with players, tailoring the experience to their individual interests, and satisfying the need for socialization and communication. Operators must strive to create attachment to their brands by offering unique experiences.
This is confirmed by Seth Shorr, CEO of Fifth Street Gaming, who launched jefebet.com – the first social online casino in the USA with a Latin American theme. “It’s a colossal yet undeservedly overlooked market. 64 million Americans identify as Latinos, and their purchasing power reaches $3.5 trillion. We created a brand that speaks to them in their language, considering their culture and values,” he commented.
Personalization for new audiences
Personalization is vital for gaining the loyalty of new audiences. For instance, Betty.ca is a leading Canadian online slot site for women. As Justin Park, its CEO, noted, 40-45% of their customers are women. The site’s support team is entirely female because women better connect with female users. “Men are more concise; women are more communicative and attentive to details,” he explained.
According to Park, their target audience is women aged 30-40 who need entertainment that easily fits into a busy work and home schedule. This demonstrates that the demand for gambling remains high, but products need to adapt to the requests of modern customers. A successful example of an innovative approach is the mobile platform Casumo, attracting millions of players worldwide with playful design and flexible controls for responsible gaming.
The role of personalization and technologies
Oliver Bartlett, Vice President of Gaming Products at BetMGM, also stressed the importance of understanding user preferences. “We currently have over 3000 games on our site. It is crucial for us to learn how to select content most relevant to each specific customer,” he commented. The implementation of AI and personalization algorithms will be a key factor for success in the oversaturated market.
According to Ed Andrews, CEO of Digital Gaming Resorts, in the future, players will increasingly seek an “exciting personalized experience.” The industry must work on maximum customization of offers for each individual customer. One possible path is the use of virtual and augmented reality technologies for full immersion in the gaming process.
Focus on social interactions
Carolina Peltz, CEO of BeyondPlay, believes that a critical focus on creating community and social interactions among players is essential. “We need to communicate more with the audience. This is where the biggest opportunities for innovation and changes lie,” she noted. Operators are already incorporating elements of social networks and gamification into their products to engage customers.
Dubilet agrees that the core of the industry (slot machines, etc.) will remain, but the delivery of content to customers will undergo significant transformation. “Five years after 2024, players will be able to put on VR headsets and immerse themselves in the exciting world of online casinos without leaving their homes,” he predicts.
In conclusion, online gambling operators need to substantially update their business models and offerings to remain relevant among new generations. The focus should shift towards personalized experiences, social interaction, and the application of innovative technologies. Only those market players who successfully adapt to changes will thrive in the future.
