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Similar Casino Identities

A one-size-fits-all type of casino setup can have advantages for both the operating gambling 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 online 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.

Individual Casino Identities Under One Company

The competitive nature of the iGaming industry means that a casino needs to be able to get noticed, 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 casino players, this type of portfolio setup makes it a lot harder to identify the operating gaming 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.

Buying Power

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. Online casino 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.

What It Takes To Become A Top Casino Operator

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 casino 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.

Important Business Setup Features

License – iGaming companies need to hold an official gambling 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 businesses and the casinos they own should be shining a positive light in the online forums and 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.

Important Player Experience Features

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 which brings variety to the casino lobby, which is another important feature in this day and age.

Promotions & Bonuses – A strong collection of gambling 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 are 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.

iGaming Companies Summary

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 do make things even more complicated. But once an online gaming business 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 the best online casino sites.

Nerijus Grenda
Nerijus Grenda
Last Update: 21 Aug 2023
Nerijus Grenda is a prolific contributor to the GoodLuckMate site. With a deep understanding of the online casino industry, gained from his own experience as an avid player, he offers valuable insights on what sets the best casinos apart from the rest. As a writer, Nerijus shares his expertise through expert analysis and thoughtful commentary on various topics related to online gambling, including casino reviews, game guides and industry trends.

What is the largest iGaming company?

A: The largest iGaming company is Flutter Entertainment, recognized for its extensive range of betting and gaming brands worldwide.

How big is the iGaming industry?

A: The online gambling industry is substantial, with global revenues surpassing hundreds of billions of dollars annually, and consistent growth projected in the coming years.

Who are the top iGaming suppliers by GGR?

A: The leading casino operators in the iGaming industry, based on Gross Gaming Revenue (GGR), are companies like MGM Resorts, Caesars Entertainment, and Wynn Resorts. These major players manage and operate a network of casinos, contributing significantly to the industry's revenue.

Who is the biggest online gambling site?

A: The title of the biggest online gambling site is often attributed to bet365. Renowned for its comprehensive range of betting options, casino games, and global reach, bet365 stands as a dominant force in the online gambling industry.

What are the largest online gambling companies in Europe?

A: In Europe, some of the largest online gambling companies include Bet365, GVC Holdings (now part of Entain), and Kindred Group. These companies have established their presence through a wide range of online betting and gaming offerings, contributing significantly to the European online gambling market.

How do iGaming companies make money?

A: Gambling companies generate revenue through player losses and bets placed on their platforms. They set odds or house edges that favor the house in casino games and sports betting, ensuring a consistent profit over time.

How much tax do gambling companies pay?

A: The amount of tax that gambling companies pay varies widely based on factors such as their location, the type of gambling activities they offer, and local regulations. Taxes can range from a percentage of Gross Gaming Revenue (GGR) to corporate taxes on overall profits. In some jurisdictions, specific tax rates are set for different forms of gambling, including online betting, casinos, and sports betting.

Why are so many gaming companies based in Malta?

A: Many gambling companies are based in Malta due to its favorable regulatory environment, including a well-established licensing framework for online gambling operators. Malta offers attractive tax rates, a skilled workforce, and a strategic location within the European Union, making it an appealing hub for companies seeking to operate in the iGaming industry and access the European market.

What are offshore gambling companies?

A: Offshore gambling companies are those that are registered and operate in jurisdictions different from where their customers are located.

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