How to make iGaming a multi-local brand? Find out all the details in the following interview with the Gamblizard team!
As casino analysts, how do you see your role in helping the iGaming industry grow?
I am Mathilda Schneider, a content strategist and casino reviewer. I firmly believe that through brand evaluation we make the industry better as a whole. First and foremost, we are all casino gaming fans and it is in our interest for the iGaming industry to be a safe and fun virtual place for everyone. Throughout my career at https://gamblizard.de/, I have had the pleasure of exploring different casino sites. This has allowed me to create a good benchmark or internal criteria of what a high-performing brand should be.
In our reviews, we tell readers what they can expect, and we also hope that casino operators will read our review. Our goal is to provide constructive information about what they could be doing better and why some of their peers are ahead of the curve. So, to answer your question, our job is to help readers find a gaming brand that suits their preferences. More importantly, we want to be a mirror for casino brands and help them see certain gaps that are holding them back from growth.
You’ve probably come across brands that operate in different regions. Do you think they outperform sites that operate only locally?
It depends, as there are several factors that drive user engagement. For starters, there are local regulations that often dictate the diversity of entertainment on domestic casino sites. In regions with strict policies, local casinos can often seem underwhelming. So, sharing fans are naturally drawn to casinos that are based abroad, because they offer access to more games.
In places with a strong iGaming industry, this is rarely the case. Firstly, players want to support their local economies and businesses. Secondly, consumer protection laws are easier to enforce, so they automatically feel safer playing at local sites.
In your opinion, what should iGaming brands do to be a successful multi-local brand?
I would say that if a casino wants to be a successful multi-location brand, it needs to focus on how to inspire more trust. We live in an age where even casual gamblers are highly digitally literate. They can tell for themselves whether a gambling site is trustworthy or not. They look for auditor certificates, licensing information, and read bonus terms. They also use forums like Reddit to find out what their peers have to say about a particular brand.
In addition to trust, casinos need to conduct a thorough competitive analysis to figure out what they’re up against. Specifically, they need more attractive bonuses and VIP programs, more competitive odds for bookmakers, and games that align with local trends.
You mentioned inspiring confidence. Do you have any concrete examples of how to achieve that?
Yes, I do. To start with, you would need a fully localized website – so a subdomain for that region, translated pages, and customer support professionals who speak that language. In short, make your casino as accessible as possible to that region.
Second, brands must operate within the regulatory framework provided. Many countries have been proactive and have established programs to regulate offshore brands that wish to operate in their region. Notable examples are the UKGC and iGaming Ontario. Those that comply will receive a seal of approval that they can display on their homepage.
Third, operators should have a strong dispute resolution policy. Since it is difficult to enforce local consumer protection laws, using a third-party agency for dispute resolution will be a more acceptable option.
Another thing I’ve noticed a few times is that casino or poker sites have transparent deposits. This can put players at ease, and they won’t hesitate to play their progressive jackpot games or high-stakes table games.
You said, “make your casino as accessible as possible.” Would you mind elaborating on that part?
Oh yeah, I see a flawed approach to this all the time. One of the most common criticisms we get is the lack of accessibility features. So you often see operators that only accept crypto deposits and withdrawals. We get it. It’s more convenient, there are a lot of enthusiasts out there, and it’s cheaper for everyone.
But there are a number of players who don’t own cryptocurrencies and don’t want to transact on the blockchain. They prefer to use a payment method that they usually use for online purchases. This could be Interac for Canada, Paysafecard, or really just Google Pay and Apple Pay. What I mean is that when you have payment gateways that are compatible with banking options that are used locally, you make your site more accessible to players in that region.
Another, albeit more forgiving, flaw is the search filters. We constantly see casino game libraries with thousands of slots and other games. What we don’t see are intuitive search filters that help you navigate the game library. This is a shame because the operator has clearly invested a lot in making its site appealing to the masses, but then failed to help players find the games they prefer.
In your opinion, what are successful multi-regional brands doing right?
To be honest, a good number of them are already on top of their game when it comes to compliance and accessibility. The truly exceptional ones try to go the extra mile to attract players. We’ve seen some seek out partnerships or endorsements from major pop culture celebrities. This isn’t anything new, but it still acts as a huge trust factor.
Some are even official partners of major football teams. They use this partnership to onboard more players into their VIP program. Giving away tickets and covering flight costs to big matches is one of the best ways to show appreciation to your big spenders. Plus, covering these stories about lucky winners in your blog section is a strong incentive for others to maintain or upgrade their VIP status.
