iCasino
iCasino and lessons learned from across the pond
The rollout of regulated online casino in the US has been slower than many anticipated with only a handful of states having embraced the vertical alongside sports betting. But you only need to look to more established markets such as Europe to see that casino is the main driver of revenues, providing the stability that operators need for the market to be viable in the long term.
Even with the limited market size at present, online casino presents a massive opportunity stateside, but operators must deliver a world-class entertainment experience if they are to acquire and retain players at the scale needed.
This goes beyond bonuses and game selection and to more fundamentals such as seamless customer onboarding, a smooth in-app UX and localised payments.
Savvy US operators will be looking to established markets such as the UK to understand how they can continue to develop their iCasino offerings to not only meet but exceed consumer expectations.
It must be remembered that operators are competing with the likes of streaming, gaming and e-commerce when it comes to where consumers spend their entertainment hours and dollars, and this sets a very high bar for the overall customer experience. So where can the greatest improvements be made?
Martyn Hannah, Managing Director of online casino comparison site, Comparasino, says that payments are a key focus for players, especially when it comes to payouts.
Comparasino has a proprietary recommendation engine and from the data it generates it’s possible to understand emerging player preferences. Hannah says that more and more players are now searching for fast withdrawal casinos, as well as those that offer payment methods such as PayPal and Apple Pay.
“The methods available to players for depositing and withdrawing are an important factor players consider when deciding which casinos to play at. Visa and Mastercard are always a must, but many now want to make payments using digital and mobile wallets like PayPal, Google Pay and Apple Pay. This aligns with wider payment trends and the rise in usage of these methods for day-to-day transactions.
“Of course, a major upside to these alternative payment options is the transaction speed they provide, especially when it comes to payouts. Players want their winnings without delay, and digital wallets as well as open-baling solutions provide the near instant withdrawals they are seeking.”
Bonusing is another factor that players consider. Historically, operators in the UK have become locked in a bonusing battle with deposit matches getting bigger and literally hundreds of free spins being included in welcome offers. But recent regulation changes have meant that casinos have had to reign in their promos, making it harder for them to differentiate.
Hannah says this is not a bad thing as it gives online casinos the chance to change their approach to bonusing and be more transparent and fairer with the promotions they are running.
“With operators being limited on the bonuses they can offer to UK players, they are having to look to other ways to stand out from the competition. This has seen a rise in the number of no wagering bonuses, and this is absolutely a good thing.
“Wagering requirements are underhand, with most casual players not understanding how they work. By removing it and letting players keep their winnings, casino brands can build more trust with players and ensure their experience is positive from the off.
“US online casino operators really should consider doing away with wagering requirements, especially in the early days of the market where acquisition costs are rising and players are happy to jump between brands until they find the one that really offers what they are looking for. By removing the wagering requirement, they better position themselves as a brand for players to go back to having had a great first experience.”
Even in established markets such as the UK, there is still a lot of player education that needs to take place, certainly around areas like player onboarding and the information they are required to give to the casino, as well as why transactions can be delayed and even how slot games work.
Hannah says this is why operators should work more closely with online casino comparison sites as they do a lot of work when it comes to building trust between player and brand and educating players about the world of online casino.
“At Comparasino, we see it as our responsibility to help players understand how online casino works, from how payments are made to the responsible gambling tools they can use to stay in control of their play. To help with this, we recently launched a blog where we are compiling articles, interviews and explainers from experts across the industry.
“US online casino operators should look to work more closely with their affiliate partners when it comes to player education and even supplement this with their own knowledge hubs for the players already signed up to their brands.”
iCasino may have had a slow rollout in the US so far, but over time additional states will undoubtedly extend their regulations so that licensed operators can offer it. But until then, there’s still a huge opportunity to explore and the brands that offer a truly compelling player experience will be the ones in the driving seat to maximise this and enjoy long-term success in the market.
By looking to brands in established markets such as the UK, operators can see exactly what players expect and then make sure they are offering it to them.
Atlanta
Scientific Games Testifies at Maryland House Ways and Means Hearing in Support of Proposed iLottery Legislation
The Public Policy and Government Affairs Senior Vice-President for Scientific Games, Christine Wechsler, testified today before the Maryland House Ways and Means Committee to share the company’s support of House Bill 1218, State Lottery – Internet Sales Authorization and Distribution of Proceeds. If adopted, the legislation would authorize the Maryland Lottery to offer its games to in-state consumers through online sales channels.
Wechsler discussed the importance of remaining competitive and modernizing at the same pace as other gaming products offered in the market in order to maintain and grow the Maryland Lottery’s more than $714 million in profits returned annually.
“The Maryland Lottery is like all other businesses selling products to consumers; it must modernize to meet changing consumer demand,” Wechsler said in a prepared testimony. “Providing convenient and relevant experiences to consumers online and at retail will be critical to enable the Maryland Lottery’s sustainability and maximize revenue potential for the state.”
Wechsler also shared key iLottery facts with the Committee as it considers this legislation, which included:
- iLottery doesn’t cannibalize bricks-and-mortar retail sales. Of the twelve United States lotteries selling online today, none have experienced cannibalization at retail. Retail sales have grown faster in iLottery jurisdictions than in states that do not sell online.
- Online sales platforms provide player protections and tools that support healthy, responsible lottery play. Key platform features can include the ability to self-exclude, engage in cooling-off periods and/or set limits on deposit and play amounts.
- iLottery is a new, convenient sales channel to offer lottery products; it is not designed to be a substitute for or compete with casino games. iLottery has proven in other states to successfully co-exist with iCasino, sports betting and other forms of gaming.
As a 27-year partner to the Maryland Lottery, Scientific Games provides the systems technology, terminals and communications infrastructure supporting sales of its lottery games at retail. The company also provides the Maryland Lottery with other key products and services including printed instant games and inventory management software as well as manages the entire interactive category which includes the My Lottery Rewards loyalty program, associated mobile app and second-chance promotions.
“Our focus has always been on delivering solutions and services to facilitate retail growth and maximize profit returned to Maryland’s beneficiaries,” Wechsler said. “And we are invested and fully committed to helping shape a successful iLottery framework for the state that responsibly drives continued growth across the Maryland Lottery’s established bricks-and-mortar retailer network while providing incremental online revenue.
Scientific Games is the global leader in retail instant games, a major provider of retail systems and technology and an industry pioneer in iLottery and digital lottery solutions that drive profits for government-sponsored lottery programs. The company is a trusted partner to more than 130 lotteries spanning 50 countries including over 30 iLottery customers.
It has been a full year since Michigan betting apps launched and the state’s marketplace isn’t looking back – as Michigan has seen a steady path of growth in terms of revenue over 2021. With the excitement of 2022 goals on the horizon, GreatLakesStakes.com has provided the following information as key takeaways:
- Michigan Sports Betting Total Handle in December: $514.7 M (Up 2.86% from November)
- The total online sports betting handle in Michigan rose by 60% from the February launch
- Michigan Sports Betting Handle in 2021: $3.5 B
- Michigan Sports Betting Revenue in 2021: $13 M in state and local taxes
- Michigan eclipsed the $500M mark in handle twice in 2021: November & December
- Motor City Casino (partnered with FanDuel Sportsbook) generated most revenue of all casinos – $993 M
- In 2022, an item on the horizon is a multi-state poker agreement – allowing residents to play online against people residing other states
Below are a few statements from former Michigan Rep. Brandt Iden (R-61st district), who helped craft the Lawful Sports Betting Act & Lawful Internet Gaming Act of 2019:
“The opening year of sports betting has absolutely been fantastic. What I love most is that, when we were originally passing the legislation, various entities projected that by the end of the first year — between sports betting and iCasino — that the total handle would be somewhere around $50 million.”
“The biggest surprise for me has been the immense popularity and seeing both mobile and retail sports betting operators come together, whether it’s through the tribal properties, whether it’s through the commercial properties. And it’s one (a model) that I think that other states have replicated. We’ve seen Arizona replicate this. We’ve seen Connecticut replicate this. And it’s become a success story, I think, across the country.”
See full GreatLakesStakes.com analysis here: https://www.greatlakesstakes.com/news/michigan-online-sportsbook-apps-marketplace-looks-set-for-bright-2022
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With all eyes on the U.S. iGaming sector over the last couple of years, it is no surprise that Enteractive, the global leader in player reactivation and retention for the iGaming industry, sees a wealth of opportunity in the region, and is expanding its global footprint by setting up shop on U.S. soil in 2022.
Attending SBC Summit for North America, Enteractive’s Chief Business Officer, Andrew Foster, said, “With all the costs for iGaming brands setting up operations in the U.S. and acquiring a strong player base, it will be crucial for operators to avoid churn and keep the players enjoying the entertainment.”
Foster continued, “Retention is an area that currently lacks a robust solution in the U.S. iGaming sector, and Enteractive plans to fill that void with our revenue-generating services to bring active players back to the screen.”
With the U.S. iGaming sector seeing accelerated growth over the last couple of years, and increasing numbers of states legislating to allow online gambling, this nascent market will benefit from the experience that European service providers bring to the table, and Enteractive is no different having established itself as a leader in the field of player retention and activation.
There’s currently little to no support for the U.S. iGaming industry when it comes to loyalty, retention, and generating extra revenues from reviving lapsed accounts to be active players once more. Enteractive has a somewhat unique proposition for operators in the industry, going beyond the digital CRM offerings to engage with customers on a one-to-one basis.
The company, founded in 2009 in Malta, Europe, has grown in the last decade to provide its player engagement services to iGaming operators, across both iCasino and sports betting in all corners of the world.
Enteractive CEO and founder, Mikael Hansson added, “We’re extremely excited about the opportunity in the U.S. having already secured our New Jersey licence in 2021. So we are hitting the ground running and bringing our unique retention services to both existing American operators, as well as European brands also jumping the pond.”
Enteractive works with operator clients in markets around the globe, including Canada and the U.S., Peru and Brazil, Europe and Asia.
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