Imagine launching a new project, investing serious amounts of money, preparing a sound business plan and recruiting a team. Imagine acquiring software and games, writing a competent marketing strategy, and finally starting to operate. And then imagine failure. It’s not a pleasant feeling, but discussing bad scenarios is necessary – it’s the most effective way to prevent them.
Running an online casino is serious
An online casino is a huge project that requires a major financial investment and time commitment. In thinking about what to buy and add, operators must also think about what not to do. It is almost impossible to avoid mistakes altogether, but it is quite realistic to minimize risks and not let the business lose time fixing something that could have been prevented.
It’s no secret that it takes a lot of time and money to build a reputation, but it costs nothing to destroy it. So when you’re already in the game, you probably don’t want to mess it up, which is why it’s good to know in advance where a problem might arise: it’s better to prevent it than to solve it. The Slotegrator team is here to guide you through the entire process of preparing to launch an online casino, its years of experience allowing it to analyze the problems and mistakes that may get in the way is what you will find in the article below.
Mistakes that operators most often make
While some problems are caused by a mistake on the platform or technical problems that need to be addressed immediately by the team in charge, other mistakes were made by operators in the planning or start-up phase. They also need attention, but unlike system errors, they can and should be prevented before operations even begin, as they directly affect the user experience and the effectiveness of the platform as a whole.
Site content
No clear description of the rules
So, a player enters the platform where he is going to play. Beginners and new players alike like to have as much information as possible about the platform and the games available to make sure they understand the rules of the game and the general terms of the user agreement correctly. Information about deposits and payouts, bonuses and marketing tools like free spins and jackpots, settings and choice of payment method, currency and language are all critical to online casino operators because it makes players feel comfortable. And that’s the key to trust and higher retention rates.
Local language translation mistakes
Players usually prefer online casino platforms that are available in multiple languages, so it’s easier for them to cope with site navigation and understand the rules. In order to attract players from different countries, casinos localize their content for each audience, but sometimes these translations are incorrect. Grammatical and stylistic errors demotivate players: they do not trust the platform, find it unprofessional, do not understand the texts correctly. So if you do not have professional translators or copywriters on staff, choose fewer languages, but use them competently.
Unavailable information about the platform and its license
Players come to you to play, they spend time and money on your platform, communicate and have an entertaining experience. They have to trust the platform and the people who created the gambling project. Online casinos cannot be physically observed, so they have to give users the most complete information to avoid misunderstandings and gain trust. Players want to know that their data and finances are safe, so publishing information about licenses and certifications is always a good idea.
User interaction (UX)
Global annual revenue from mobile gambling has reached over $63 billion and continues to grow as it is the fastest growing sector of the gaming industry today. We’ve moved all of our processes to handheld devices to make them faster and more convenient for everyday use. Our phones allow us to communicate, entertain and work easily, and they have become an integral part of our lives. People all over the world play on their smartphones, and they’re not happy if they’re not given that opportunity. Keep this in mind as you work on your software and buy games: give your players what they are used to.
Poor design
Some online casino operators skimp when it comes to the design of their site, assuming that no one cares about the details of the site itself as long as players have access to the slots. That said, players don’t want to invest in a site whose design looks so poor that it’s suspicious. The site should be visually appealing and easy to navigate. Texts should be easy to read and the color scheme should be pleasing to the eye, avoiding heavy or acid colors. Buttons should be accessible and highly visible so that players can register and play with just a couple of clicks.
Inconvenient features
Players leave online casinos if the sites are complicated or inconvenient to use. The reason is simple: they come for the entertainment, so once they get on your platform, they should get everything they need immediately and without too much movement. If players can’t find what they came for, they’re more likely to find another platform where all the information and navigation they need is available. Gambling platforms should provide easy access to registration and game listings on the home page. It is also important that players can easily find all the payout information they need. Try to make this information open and clear, navigation quick, and registration and settings as easy as possible.
No customization
The ability to customize the color, auto play limits, spin speed and background sounds makes the gameplay more enjoyable. Such personalization motivates players, so when a casino doesn’t offer it, it risks losing customers. Today, with competition so high and the number of online casinos growing every day, operators need to think about what unique features they can offer to stand out. That said, basic features are a must, otherwise why would players choose you over a competitor? Retaining players is not easy, and there are many things that operators need to keep in mind to keep players interested. These simple rules will help platforms attract and retain players.
Slow or inoperative player support
One of the most popular complaints from players that can get a casino blacklisted in some groups is the lack of timely response to player requests and concerns. Customer support is a service that shows players how you treat them. In other words, this team is responsible for communicating with players and solving all their problems, questions and doubts directly: these people represent your online casino. Needless to say, their professionalism is as important as the speed and quality of their responses. Slow or insufficiently responsive player support is frustrating, and players leave for other platforms.
Marketing
An ill-conceived marketing strategy
There are many effective marketing strategies worth using for your target market. One popular strategy for online casinos is to join an affiliate program. One tool that operators can use is a CRM system. It collects data about users, which can then be used to enhance the user experience, such as with special offers and bonuses. Well-tuned email marketing and improving search engine rankings through SEO are also very effective.
VIP programs and loyalty programs show users that you value them, they motivate players to stay on your online casino platform. Such programs are a very important part of your retention strategy: operators are interested in keeping players coming back, so why not give them a reason to do so?
Limited choice of marketing offers
Tools such as free spins, tournaments, bonuses, jackpots and other offers are designed to improve user retention on the platform. Players will come back if they find the offers attractive, and they won’t if they aren’t offered anything at all. Promotional opportunities are provided by game content developers, and operators can choose which games and features they would like to see on their platform. That’s why if your game provider doesn’t offer free spins, for example, it’s worth finding one that does.
Variety of offerings
There are a number of cryptocurrency online casinos that have popped up in recent years and it can be difficult to know which ones to trust. That’s why we’ve put together a list of the Top 10 Casino Sites in Canada, all of which accept Bitcoin and other major cryptocurrencies. These casinos have been thoroughly vetted by our team of experts and we can vouch for their safety, security, and fairness. So if you’re looking to gamble with crypto, these are the sites you should check out.
- Bit Starz Casino;
- LeoVegas Casino;
- Spin Palace Casino;
- JackpotCity Casino;
- 888 Casino;
- Ruby Fortune Casino;
- 32Red Casino;
- PartyCasino;
- William Hill Casino;
- Betway Casino.
Limited Portfolio Of Games
Again, it’s not easy to operate in such a competitive environment, online casinos are now quite elaborate, user-friendly and diverse. If your iGaming platform doesn’t offer a wide range of different gaming content, including slots, table games, and live dealer games, for example, it’s not attractive among the large selection of similar sites in the same market.
Inconvenient Payment Or Narrow Choice Of Payment Methods
Payment is a crucial part of the whole process for both the player and the casino. No mistakes should be made at this stage, this step should be clear, convenient and secure. And the casino should also provide a sufficient choice of payment methods and payment providers. Especially if your target audience demands it: no one will want to lose customers just because they were not able to make a payment.
Problems most often encountered by operators
Online casinos require constant support and maintenance. Even the highest quality platforms sometimes give out errors, so operators should keep an eye on all processes. The most important ones concern the player experience directly: the kind of experience users have on your platform affects the online casino’s reputation and thus its profitability.
Funds have been transferred but no deposit
This situation is not uncommon, it is often caused by the specifics of banking operations. The operator needs to determine whether the payment was made from the card, so the player must provide a check or confirmation from the bank. If the problem is still unresolved, the operator contacts the bank directly. Since such cases can look like fraud, it is always better to have a special support team to take care of the player and fix the situation.
Funds are missing from the player’s account
This problem can definitely hurt the reputation of the casino, and operators should be very careful in such cases, so first, contact the player and let him know that you are dealing with the problem. The next step is to examine the statistics and gaming history: analyze what the player has done and what games he has played. In most cases the issue is resolved at this stage. If not, it makes sense to check all transactions, including those made by casino staff.
The funds did not reach the player’s account after the withdrawal
This is a classic reason to stop trusting an online casino platform: imagine you have money but it is not available to you. To avoid a scandalous situation, determine the time frame for the withdrawal, as the transfer takes from several hours to several days, depending on the bank. Next, check the status of the transaction and find out when the money will arrive in the player’s account. Always keep users informed so they feel safe and secure on your platform.
The player has not received the promised bonus
In this case, if you promise a player a bonus, you should stick to that promise. Don’t abuse your credibility. If a player asks for his bonus or complains he didn’t get it, the first thing to check is his activity: did he follow the rules and did he follow all the requirements. If everything is correct, you need to adjust the bonus manually and apologize to the player. Then contact technical support and explain the error. Again, always keep players informed on how the situation is progressing.
The connection to the casino is lost while playing
Your software needs to be very high quality, and so does your support team. Losing a connection while playing is tantamount to losing a player forever. The reason is simple: players have no control and cannot rely on a process that can be interrupted at any time, affecting the odds of winning. In this case, Seamless Wallet technology can save the situation when the Internet connection is interrupted. The player’s progress will be fully restored to the same level.
Players cannot check the results of tournaments
This is a common problem of low-quality online casino platforms. Therefore, when choosing your software provider, it is better to pay attention to a turnkey solution, then the developer is responsible for the quality of the product. Online casino operators should do everything possible to ensure that the gaming experience goes smoothly, and try to resolve any difficulties that arise as quickly as possible. This way, players will consider the site to be reliable.
To avoid problems, complications or lost profits, operators should consider creating a frequently asked questions (FAQ) page and describing everything players might be interested in. This section can include any technical, organizational or legal topics and help players solve their problems. You should also take care of a professional, fast and courteous player support team that will always respond to any player queries and can guide players through the platform. The success of an online casino largely depends on how safe the player feels, how quickly they get the response they need, and how much information is available to users.
Gameplay is uncomfortable for users
Some features of the game discourage players, and some convenient ones are often the opposite. Your job as an operator is to make sure that your game offer is broad enough that your platform users won’t choose another site from the huge list. Players always want quick access to the game, here are the most common complaints from them:
No auto-play feature: This feature makes life easier for players. Most game providers offer an auto-play feature, so its absence is palpable, and players leave complaints: they get bored of constantly clicking buttons, and many of them don’t like to interrupt gameplay. Such basic features should always be available to players, as most platforms offer them, your online casino should not be an unfortunate exception.
You can’t miss the screensaver: the animated screensavers are vivid and interesting only when viewed for the first time. But when players open the same game several times, they usually want to skip the screensaver. Don’t make users wait for the end of an annoying video – they may leave without waiting. Better yet, give them what they came for: let them skip the splash screen and move on to the game itself.
Why it’s important to be aware of possible challenges
When planning a business project, operators focus mainly on the financial, marketing and organizational aspects of online casinos. In doing so, many of them forget that a proper marketing strategy also includes an approach to players: after all, players create a casino’s reputation. Knowing the most common mistakes and problems that operators may encounter is already a big part of planning, and planning is the right way to prevent problems and failures.
Contact our team to find out what gaming content will make your casino more attractive, what payment methods are best offered to your target audience, and what marketing tools will be most beneficial. Our managers will also advise you on the design and UX of your platform and licensing.
