Transparent cooperation, high level of service, simple and fast communication and variety of game providers are the most crucial characteristics for choosing an iGaming provider in 2022. These are the insights uncovered during an in-depth customer survey carried out by SOFTSWISS, a leading company in innovative technology for iGaming.
The survey was carried out by marketing research leader Kantar Ukraine on behalf of SOFTSWISS to gain a deeper understanding of the iGaming industry, discover the most significant criteria for choosing a casino platform provider and assess the level of customer satisfaction with the SOFTSWISS casino platform compared to competing products.
The business survey covering the period July-October 2022 is a continuation of similar action from last year.
Winning iGaming provider example
Respondents point out that in 2022 the most important characteristics of an iGaming partner are the following:
- Transparent cooperation
- Services and products that meet the needs of your company
- Support in income generation activities
‘Provider is truly your financial partner today’ climbed the charts in importance. This time, 93% of operators voted for the importance of this criterion against 63% in 2021. The survey results demonstrate that the “Immediate resolution of technological issues and responses” and “Flexibility when discussing the terms of cooperation” remained unabated.
As for the aspects that impact the decision-making process, SOFTSWISS customers highlighted:
- Provides superior service level
- Simple and fast communication with managers
- Last year’s medium priority criterion “Careful Attitude to Every Customer” moved to the highest priority section.
As in 2021, the lowest priority is still given to attributes such as iGaming leader status, positive effect of the cooperation on the operator’s image and the provider’s influence on the development of the entertainment and gaming industry.
According to the survey, each client has worked with SOFTSWISS for more than 3 years, and the company is generally described as a long-term partner with experience in the entertainment industry and deep knowledge of the market.
Vitali Matsukevich, COO of SOFTSWISS, comments on the survey results: “The shift in operators’ preferences towards flexibility in cooperation, business profitability and high-quality communication demonstrates that a cutting-edge software offering is not enough to be the number one 1 iGaming provider. Operators demand more high-touch engagement and strategic partnership interaction. That’s what we’re focused on. The SOFTSWISS team thanks all operators for choosing us as a business partner. In 2023, we will continue to provide our customers with the confidence, security and reliability they need to grow their businesses.”
Customer opinion: features of the casino platform
Another part of the research was dedicated to exploring the priority resources for choosing an online casino platform – the main product for launching an iGaming project. Respondents pointed to the following crucial features:
- Variety of game providers
- Flexibility of bonus settings
- Player report
- Support for multiple payment systems
- Promotion activity settings
The ‘Management of payment systems’ and ‘Supported currencies’ criteria remained equally important for operators this year. However, participants placed more emphasis on financial reporting and licensing, mainly due to the growing number of regulated markets.
As this trend is expected to grow further in the future, licensing will also continue to gain its notch as it brings significant competitive advantages to industry players. Placed on the lower end of the scale, game descriptions appear to be less important to operators in 2022.
iGaming market demands
When evaluating their satisfaction with the SOFTSWISS casino platform, operators highlighted its technical and functional benefits. 86% of respondents gave positive feedback from 7 to 10 points, while 14% of operators scored below 7.
In total, the platform scored 7.6 points out of 10, which is 0.2 points above the 2021 result. According to the survey, customers choose SOFTSWISS for its expanded list of game providers, licenses and supported currencies .
Analyzing the results of the survey, Darya Avtukhovich, head of the casino platform, summarizes: “To date, the team behind SOFTSWISS has launched almost 400 successful projects, which makes this product the largest and most significant offering in the company’s portfolio. . Since 2021, the number of highly satisfied operators has increased. It is a strong boost for the team to develop new innovative product updates and raise the satisfaction level to new heights.”
Speaking of the level of service support, SOFTSWISS outperformed its competitors by 1.6 points on a 10-point scale. Gaining 0.4 points year-over-year, this figure is a key performance indicator for SOFTSWISS as the team aims to provide best-in-class customer service.
Customers emphasize that one of the most significant advantages of SOFTSWISS compared to competitors is the simple and quick communication with business account managers.
Main conclusions
The survey results show that customer priorities when choosing a business partner and casino platform products are changing in line with general business and industry trends. Considerably more emphasis is now placed on trust-based and speedy communication, flexibility in partnership, as well as an unwavering commitment to the superior level of service.
As for product expectations, operators are looking for diversity in game portfolios, gamification tools and features, availability of multiple payment systems, and deep analysis into finance and customer behavior.
Summarizing the SOFTSWISS results, the increase in the overall customer satisfaction score is the most important measure of consistent growth in key performance characteristics. The partnership with SOFTSWISS is associated with trust, security and reliability.
“To strengthen the position of the SOFTSWISS brand as a leading company in iGaming technology, we need to anticipate the needs and requirements of tomorrow’s market. Customer surveys form the basis for achieving this goal. The 2022 survey results show that operator expectations are changing rapidly. It is with pride that this year we managed to meet customer expectations, increasing their level of satisfaction. Doing in-depth marketing research is becoming our annual tradition and we will continue to share industry insights with the market in the future,” comments Valentina Bagniya, Director of Marketing at SOFTSWISS.
About SOFTSWISS
SOFTSWISS is an international iGaming company that provides certified software solutions for managing gambling operations. The expert team, which has more than 1,500 employees, is based in Malta, Poland, Georgia and Belarus. SOFTSWISS holds multiple gaming licenses and provides complete iGaming software solutions.
The company has a vast portfolio of products, including the Online Casino Platform, the Games Aggregator with thousands of casino games, the Affilka Affiliate Platform, the Sports Betting Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a single
