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Online Casinos Need to Become More Social

Since the United States began to open its doors to the worlds of iGaming and sports betting, both sectors have seen a shift towards becoming more entertainment-focused. Whether it’s the influence of social media stars with new betting platforms like Betr, the rise of streamers, or the increased presence of operators on sports matchdays, iGaming has become a bigger part of the mainstream. This will no doubt continue to happen, and in my opinion, if the iGaming industry wants to be further embraced, it will need to find a way of creating a more social online environment.

A New Generation

The first thing the iGaming industry needs to address is a new generation of gamblers coming through. The industry has remained largely the same in terms of the content it has approached for the last decade, and it’s time for a refresh. 

While the mechanics, features, and design of slots and games have come a long way, the industry has not been able to provide a new experience or medium. If you compare iGaming to video gaming, the industry has fallen behind in terms of engagement, content, and online play. 

Millennials and Gen Y/Z players are used to playing games online. The days of gaming being a solitary activity are long gone, but the iGaming industry has still failed to find a way to embrace this move fully. 

As a member (admittedly, an older one) of these generations, this hole is one that I feel. Whenever I turn on my Xbox or Playstation, I am greeted with messages from friends and invited to gaming parties. However, when I log into a casino, it is very much just me and an algorithm or, occasionally, a live dealer. 

Creating Social Content

So, how can online casinos and developers go about changing this? One option is to create more games with social elements. Last month I wrote about the success of crash games like Spribe’s Aviator, and this is just one example of the kind of games studios could look at. In Aviator, there is the ability to watch other people play; you can see their bets, check out live statistics, and even share free bets with them. 

This idea of building a community around a game can be extremely successful, and it is something the gaming world has been able to do to great success. Take a game like Fortnite, for example. It has become a global phenomenon. It certainly wasn’t the first game to feature battle-royale gaming, and it is far from the best, but it has created an incredibly active community by pushing the social elements of its gameplay. 

Learning From Other Industries

I’ve mentioned the gaming industry several times already in this article, and that’s because it is one of the best for creating social content and building communities. Still, it is not the only industry that has done this successfully. 

Spotify and Disney+ are both excellent examples of how you can make a solitary activity more social. Checking out everyone’s end-of-year round-ups on Spotify has become as traditional as opening an advent calendar, while Disney+’s GroupWatch feature is a very clever addition to their product. 

GroupWatch allows you to watch shows simultaneously with your family and friends, which is an extremely useful option, especially when a popular show is running. This is something that the iGaming industry could learn from, with shared betting sessions being something that could be really effective in connecting with newer audiences. 

Sports Betting Leading the Charge

While iGaming is a little behind on the social front, the sports betting world has managed to play catch-up more effectively. The crossover between sports and entertainment is easier, and sports betting has always been more accepted in wider society than casino betting. 

As such, we have seen more involvement from influencers and celebrities in the sports betting world. You will find plenty of involvement from sportsbooks whenever you tune into a big American sports game. 

Things like fantasy football and prediction leagues have helped sportsbooks tap into the pre-existing communities within sports, which is an option that isn’t as available to casino betting. However, the opportunities for branded content created by sports are still very much something that should be explored more. 

Another popular trend in sports betting is betting parties. These are events where influencers or celebrities place bets, and watchers are encouraged to bet alongside them, helping to create a shared experience and boost engagement with bettors from newer generations. This is definitely something that the online casino world can learn from. While there are options to bet when watching online casino streamers, this could be tied in with other events to help attract more players or engagement. 

An Exciting Future 

In an industry that sees consistently high margins, the need to take risks and innovate is sometimes not always there. However, the rise of iGaming in North America has created the opportunity to upgrade the online casino experience and make it better for everyone involved. 

The industry is riding a wave of momentum right now, and it should really make sure it capitalizes on this before the opportunity fades away. The North American markets have given betting and casino play the chance to really enter the mainstream, and socialization is one of the best ways it can achieve this. 

This article delivers the thoughts and opinions of the author, and it doesn't represent the stance of GoodLuckMate.

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Liam Hoofe
Liam Hoofe
Last Update: 14 Aug 2023
Liam is a skilled writer and journalist, highly regarded for his perceptive examination of the gambling industry. He specializes in online casinos and sports betting, and his work has been published in top-tier publications. Here at GoodLuckMate, Liam covers the latest industry news and has also authored various gambling guides, offering both beginners and experienced players in-depth analyses of games and strategies.

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