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The number of casinos currently available to play online is already at a staggering number and this is only set to continue as the iGaming industry powers on. Behind each casino is a company that has to manage everything that comes with running an online gaming and entertainment site. This is no easy task and it takes a team of professionals from many different backgrounds to make the whole thing come together and work not only efficiently, but successfully as well.
Nowadays, you will come across a range of different iGaming companies and this is down to the ever-shifting shape of the online casino environment. Many startup companies are trying their luck with a handful of gaming sites to their name, as they try to understand what works and what doesn’t when it comes to running an online casino. You can also find larger companies that are running operations with multiple big-name casinos within their portfolio.
You will undoubtedly notice that some casinos seem to have a certain feel or offer the same kind of gaming experience, and these are often all being managed by the same operator. Other casinos are run by independent companies who aim to spend all their time and effort on one site. The way these companies are managed will have a direct effect on your overall casino experience.
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A one-size-fits-all type of casino setup can have its advantages for both the operating company and the players that play there. On the one side, the operator can roll out the same promotions, loyalty programs, and general marketing campaigns across all their sites. The branding may be a little different but the general gaming service from the bonuses to the games will be the same. It offers a streamlined business plan that can save the company large sums of money, as setting up new casinos is very costly. Depending on the target groups for the casino and operator, these promotions may change slightly to be more in line with the preferences of a country or a specific type of player, but the overall structure of the promotions will remain.
The benefit of playing at casinos like these is that you can quickly learn what to expect from their promotion page and the quality of games in their lobby. In doing so, you can start to identify which casinos belong to which operators. Knowing how often they send out bonuses to existing players or how generous they are with the loyalty program will always be advantageous. You will soon know how the bonuses work and how they set up their general terms and conditions, as well as knowing which software providers are supplying the lobby. If you are a keen casino player then this brings about the opportunity of signing up to multiple casinos under one operator and then reaping the rewards from the same promotion across all sites.
The competitive nature of the iGaming industry means that a casino needs to be able to get noticed, and so unique selling points and niche gaming ideas are essential. This is the reason why some iGaming companies look to build up a portfolio of casinos that hold no similarity to one another. Bonus rules can be different with varying wagering requirements and minimum deposits, even the lineup of gaming providers can be different from lobby to lobby. The operations for each casino can be run individually from one another which does help to bring that unique factor, but it brings a lot more strain on the company in terms of overall casino management workload.
For the casino players, this type of portfolio setup makes it a lot harder to identify the operating company (although a quick look in the footer of the homepage will usually give you this information). Those similarities mentioned earlier are no longer apparent and so this does lead to more time being spent learning new bonus rules and finding out what games are available in the lobby. However, what this does help to bring is a new experience each time you register at these casinos. It helps to keep things fresh and with new ideas being introduced for each casino then you are more likely to come across innovative and exciting new promotions and gaming competitions.
Some of the iGaming companies out there put all their money and time into creating casinos from the ground up. This is expensive but it allows them to build up an identity in which they can control and shape over the years. On the other hand, you have the companies who decide to buy up existing casinos and build their portfolio that way. A good understanding of the industry and a clear business plan that outlines which countries and player groups they want to target is essential. This will allow an operator to quickly build up a high-quality portfolio of casino sites. Of course, this route is also expensive due to the high prices that are put on the head of online casinos these days.
Buying a ready-made casino with a community of loyal players is often well worth the money though, especially if you look at the long-term profits that can be made. Companies with enough buying power also look to buy other casinos purely to reduce the competition in certain areas of the world and to get a bigger share of the market. These transactions are being made all the time but players rarely notice the difference. This is because the purchase of a casino often comes with the team behind it as well which includes all employees and the management.
It is just the name of the top-level owner that changes, along with a redirection of the profits to another bank account. Everything else will likely stay the same to ensure as little disruption as possible to the community of players that are already registered at that casino.
The online casino package gets bigger each year and this means that operating companies need to bring more to the table in order to keep their paying customers engaged. We have seen the recent arrival of live casinos and just how huge they have now become. Mobile gaming has already been around for several years and it is now a must-have feature for any online casino site.
What it shows is that the top companies need to be up-to-date with all the latest iGaming technology and practices in order to stay ahead of the chasing pack. We said that it was a competitive industry and one operator can be winning awards one year and then forgotten about just a few years down the line.
Below you can find some of the main features that an iGaming company needs to be constantly thinking about to ensure that they provide the best possible online casino experience.
License – iGaming companies need to hold an official license in order to operate legally and there are some licenses that hold more weight than others when it comes to trust and security. Licenses from the MGA, the UKGC, and the GGC all provide that instant level of trust that players are looking for. Without these licenses then the company itself is not operating legally which is clearly a casino site that players should not be getting involved with.
Branding – The iGaming operator brand and the casinos they own should be shining a positive light in the online forums and the social media profiles. You can gain a lot of insight from what other players are saying. A strong sense of branding is an important feature for any company that wants to enjoy a long-lasting future in this online gaming business.
Banking – A casino with a long list of banking options makes it a lot easier for a player to move their money around. Being able to make quick and easy payments with their preferred payment methods is often high up on the checklist for casino players. A dedicated banking team that can approve and process payments quickly is a huge asset for any iGaming operator, as this area often becomes a bottleneck for those who don’t set it up in the correct way.
Casino Software – The lineup of software providers at any casino will instantly show you how serious the operator is in providing the best possible levels of casino entertainment. Taking the time to get the likes of NetEnt, Microgaming, and live casino specialists like Evolution is a must for any casino. The reason being is that these are the software studios that create the games that players want to play, plus they are able to supply hundreds of games and that brings variety to the casino lobby, which is another important feature in this day and age.
Promotions & Bonuses – A strong collection of bonuses and offers on the casino promotions page is something that many players check before anything else. If the page doesn’t offer any ongoing promotions then there is little reason to stay on any longer after the welcome bonus has been claimed. Player-friendly terms and conditions is also paramount in keeping players happy and enjoying the casino bonus offers. As we briefly mentioned earlier, loyalty and VIP programs are often similar in design, but they are also very efficient in keeping players engaged.
Customer Care – An operator who cares for its customers is an operator who runs an efficient and knowledgeable customer support team. Support teams that are available 24/7 through multiple channels such as live chat, email, and telephone will help to make the lives of players easier when they need assistance.
As you can see, it takes a lot to run an online casino and there are a lot of cogs in the wheel to make it all run smoothly. The ongoing changes in regulations and licensing does make things even more complicated. But once a company gets the right setup and they have a clear plan set out, then that is when they are able to deliver the best online gaming sites, which is what we all want as online casino fans. As long as the gaming is fun, the promotions and bonuses are fair and hold value, and our personal data is safe and secure, then casino players will return time and time again to those gaming sites.