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The UK online casino market is at a crossroads
Martyn Hannah, Managing Director of Comparasino, says the direction the government and regulator take with updates to gambling law will determine the long-term success of the market
Great Britain is approaching a crossroads when it comes to online casino and the direction it takes will ultimately determine the viability of the market for all stakeholders over the next few years, including comparison sites such as Comparasino.
This remains a market with plenty of potential. The latest participation figures from the Gambling Commission show high demand for online casino, sports betting and bingo, with around 10 million people (16% of the population) engaging in these activities.
But the regulatory requirements being put on operators are now impacting the experiences they can offer to players while squeezing margins to the point where the UK – once the benchmark for regulated online gambling markets – is no longer sustainable for some.
In the last three years or so, we have seen an exodus of brands with only a small number of new online casinos taking their place.
This should be cause for concern, especially as the consultations from the White Paper rumble on and the changes that will result come into focus – we’ve already had the £2/£5 slot stake limits confirmed with more updates to follow.
Of course, players must be protected so that those at risk of developing problem play receive the support they need long before they reach the point of crisis. But at the same time, we have to remember that just 0.3% of UK players are considered to have a gambling problem.
The real risk for me is that if regulations and requirements continue to tighten, the UK market will no longer be viable for most brands – only the tier ones will be able to manage the slim margins.
This is bad for player choice and ultimately has the potential to push consumers towards unlicensed brands that can offer the experiences they are seeking and this is the opposite of what the changes to regulations are aiming to achieve.
It’s important to remember what players are looking for when deciding where to play – they want generous bonuses, a seamless sign-up process and a great selection of games to explore. They want to do this with reputable brands they can trust, and that’s why licencing is so important.
But the requirements operators must now meet – and any new requirements set to come into force – are at risk of damaging the player experience to the point where many will turn to unlicensed brands. Remember, these sites usually offer a great customer experience, they just don’t hold a licence.
The other day I was sitting with a friend when they signed up for an online casino for the first time. They were genuinely shocked by the sign-up process, especially the amount of information they had to provide and the length of time it took to register and deposit.
They were especially irked by the need to provide their occupation and monthly income. When I said there were unlicensed sites that offered a more streamlined onboarding process – and bigger bonuses – the friend said they’d play at those brands over the licensed site.
Of course, this is just one example but for me, it should raise concerns about how far we go when it comes to limiting bonuses and imposing stringent affordability checks on operators.
The Gambling Commission has indicated that affordability will be “light touch” for most players, but any additional friction really does risk pushing players to unlicensed sites where the sign-up process is quicker and the bonuses bigger.
The challenge is striking the right balance between consumer experience and protecting the most vulnerable, and I have some ideas for how we can do this.
I think operators should be able to offer the bonuses they wish, but they should not be able to impose high wagering requirements – or any wagering requirements, ideally.
Again, I tried explaining how the wagering requirement works to my friend and they simply couldn’t get their head around it.
“So, I have to wager £975 through the casino to unlock £15 in bonus winnings? That’s ridiculous.”
This is also what leads players to ultimately gamble more than they can afford as they make additional deposits in an attempt to complete the playthrough requirement, only to run out of funds or give up having deposited more than they intended.
This is when players can become frustrated. Many find it hard to understand how wagering requirements work, and then when they can’t withdraw their bonus winnings, it leads to a negative experience with the brand but worse, can put them in a state of mind that’s not ideal for gambling.
Player onboarding needs to be faster and more seamless, too. It’s so clunky right now that operators shouldn’t be surprised that a large percentage of players drop-off between landing at a casino for the first time and spinning the reels.
For context, it took around seven minutes for my friend to find a brand, sign up, deposit and play.
There are technologies available now – I’m talking about open banking here – that would mitigate sign-up friction, but would most likely require regulatory approval for operators to be able to use them to improve the sign-up process.
I absolutely believe that operators should be mandated to monitor each and every player in real time, and benchmark their gambling activity against markers of harm. This is the best way to spot problem play early and then make the necessary interventions.
I also think education is vital, and this is where affiliates must do more. Players are often unaware of the licensing process in the UK, and why it’s important to play at licensed brands. Nor are they aware of the tools in place to help them stay in control of their play.
This is something that we have committed significant resources to, with a dedicated safe gaming hub, responsible play messaging on all of our pages and the Comparasino Blog, where we publish articles and interviews with responsible gambling thought leaders.
The UK has always set the standard for regulated online gambling and I hope that this will continue to be the case once the consultations have closed and the final updates to the law are made.
The market might be at a crossroads, but if it goes in the right direction, it has a long and successful future ahead.
As we move beyond 2024, the online gambling world is set to evolve rapidly, and slots online are no exception. With advancements in technology and changing player preferences, the future of online slots promises to be more exciting and immersive than ever. But what exactly can we expect from this ever-growing industry in the years to come? In this article, we’ll explore some of the key trends and innovations that could shape the future of slots online, from enhanced graphics and gamification to blockchain integration and beyond.
The Rise of Immersive Gameplay
One of the most noticeable trends that will likely define the future of slots online is the continued emphasis on immersive gameplay. Developers are already using advanced 3D graphics, VR (virtual reality), and AR (augmented reality) technologies to create more engaging gaming experiences. As technology continues to improve, we can expect future online slot games to offer even more realistic environments and interactive elements.
For instance, virtual reality slots may soon allow players to feel like they are sitting in a real-life casino, interacting with other players and the environment around them. This shift toward immersion will enhance the player experience, making slots online more than just a spinning reel game, but a fully interactive experience.
Gamification and Social Features
Another major trend set to influence the future of slots online is the gamification of gameplay. More and more online casinos are incorporating elements of traditional video games into their slot offerings, creating missions, challenges, and reward systems to keep players engaged. This approach is particularly appealing to younger generations who seek a more dynamic and competitive experience.
In addition to gamification, social features are becoming increasingly important. Multiplayer slots, leaderboards, and in-game chat options will likely become standard in many future online slots. These elements not only enhance engagement but also foster a sense of community among players, making the gaming experience more social and enjoyable.
Blockchain and Cryptocurrency Integration
As the popularity of cryptocurrencies continues to grow, we can expect more online casinos to adopt blockchain technology and cryptocurrency payments. Blockchain offers benefits such as transparency, security, and decentralization, making it an attractive option for both players and operators. In the future, slots online could integrate blockchain to offer provably fair games, where the outcome of each spin is verifiable by players themselves.
Moreover, cryptocurrency payments will allow for faster transactions and reduced fees, enhancing the overall convenience for players. As more casinos begin to accept Bitcoin and other cryptocurrencies, this trend will likely become a key component of the future of online gambling.
Personalized Gaming Experiences
Another innovation we can expect to see in the future of slots online is the rise of personalized gaming experiences. Using artificial intelligence (AI) and machine learning, casinos and game developers will be able to tailor the gaming experience to each player’s preferences and behavior. This could include customized bonuses, personalized game suggestions, and even tailored in-game features designed to enhance individual enjoyment.
This personalization improves player satisfaction and increases engagement, making it more likely that players will return for future sessions. As AI technology continues to develop, expect to see more casinos offering highly personalized gaming experiences.
The future of slots online promises to be filled with technological advancements and innovations designed to create more immersive, engaging, and secure experiences for players. From the rise of virtual reality and gamification to the integration of blockchain technology and personalized gameplay, online slots are set to evolve in exciting ways. As these changes unfold, players can look forward to a richer and more dynamic gaming experience, making slots online a truly next-level form of entertainment beyond 2024.
The rise of live streaming has significantly impacted the world of Sports betting, offering bettors new ways to engage with their favorite sports in real-time. As technology continues to evolve, live streaming is becoming a key component of the online betting experience, allowing users to follow games and events directly on betting platforms. This development has transformed how people place bets, especially when it comes to in-play betting, where decisions are made as the game unfolds. In this article, we will explore the various ways live streaming is influencing sports betting and how it benefits both bettors and betting platforms.
Real-Time Engagement
One of the most obvious benefits of live streaming for Sports betting is the ability to watch events in real-time without the need for an external service, like cable TV or separate streaming platforms. Bettors can follow the action as it happens, which adds a whole new level of excitement and engagement. This direct access to live events allows bettors to make informed decisions based on the current gameplay, team performance, and any unexpected developments, such as injuries or weather conditions.
This instant connection to live games is especially valuable for in-play betting, where odds and outcomes can change within seconds. For example, during a football match, a team scoring an unexpected goal might shift the odds dramatically, providing an opportunity for bettors to adjust their strategies accordingly. This dynamic environment, made possible by live streaming, enhances the thrill of sports betting, making it more interactive and immersive.
Enhanced In-Play Betting
Live streaming has revolutionized in-play or live betting, which has become one of the fastest-growing segments in the sports betting industry. The ability to watch the game live while placing bets as events unfold allows bettors to react in real-time. This creates a more strategic betting experience, where users can capitalize on momentary shifts in the game’s momentum.
For example, in tennis, a player who is visibly fatigued or struggling with an injury might see their chances of winning decrease. Bettors who are watching live can seize this opportunity to place bets that reflect the changing conditions of the match. Without live streaming, bettors would have to rely on delayed updates, which could result in missed opportunities or less accurate bets.
Increased Transparency and Trust
Live streaming also helps to build trust between the Sports betting platform and its users. In a world where transparency is critical, allowing bettors to watch the action as it happens ensures they are not relying on delayed or inaccurate data. This transparency makes the betting process feel more legitimate and fair, as bettors can verify that what they are betting on aligns with what is happening on the field.
For betting platforms, offering live streaming can serve as a competitive advantage. Platforms that provide this feature are more likely to attract and retain users who value the ability to follow the game live and make well-informed decisions. This, in turn, fosters a stronger relationship between the bettor and the platform.
Combining Data and Streaming for Smarter Bets
Another way live streaming is impacting sports betting is through the combination of live data feeds and video streams. Many platforms now integrate real-time statistics, analysis, and streaming into a single interface, allowing bettors to see everything they need in one place. This combination provides a comprehensive view of the game, enabling bettors to make smarter and more informed decisions.
For instance, during a basketball game, bettors can watch the live stream while tracking player statistics, team performance, and betting odds. This dual-layer of information allows for a more strategic approach to betting, where users can base their decisions on both visual cues and statistical data.
Live streaming has become a game-changer in the world of Sports betting, enhancing user engagement, boosting transparency, and creating a more dynamic betting environment. By offering real-time access to games and events, betting platforms provide a more immersive and strategic experience for their users. As live streaming technology continues to evolve, its role in sports betting will only grow, making it a key feature for bettors who want to stay informed and engaged throughout the sporting events they wager on.
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ClickOut Media prepare for ‘monstrous’ edition of iGB Affiliate Barcelona as registrations show 86.7% uplift
With the volume of registrations for iGB Affiliate tracking nearly 87% ahead of the same stage last year Neil Roarty spokesperson for ClickOut Media, the multi-channel marketing company with a team of 120+ professionals based in key international locations has predicted that, the first edition of the show to be held in Barcelona will be a ‘really monstrous event.’
Expanding on his hopes for next year’s historic edition Roarty added: “Barcelona is a wonderful city and arguably more suited to evening networking than London as the central area is more self-contained – and of course the weather is better! With the show’s ambitious growth plans it’s understandable that iGB Affiliate is relocating and I would say that London’s loss is Barcelona’s gain.”
He added: “The city of Barcelona is unparalleled for evening entertainment and hospitality, so I am sure the relocation will be a positive thing, even if it takes a little getting used to in everyone’s annual planning. As such I have little doubt that the show in January will be a really monstrous event.”
Reflecting on the industry’s enthusiastic response to the relocation to the Fira Gran Via Barcelona which is one of the largest exhibition venues in Europe, Naomi Barton, iGB Events’ Global Portfolio Director stated: “I’m delighted to confirm that the marketing campaign in support of iGB Affiliate 2025 has hit the ground-running with more iGaming Affiliates registering to attend much earlier in the promotional cycle.
“iGB Affiliate is the only event in the world that has a dedicated focus on connecting igaming affiliates with operators, affiliate programmes and tech vendors. Our mission is to facilitate outstanding business networking, deliver high-quality content, and provide thought leadership that fosters trust-based partnerships and drives growth throughout the iGaming affiliate ecosystem. By delivering on these core objectives we plan to usher in an incredibly bright future for all of our customers.”
iGB Affiliate 2025 will feature a record 250 industry-leading exhibitors and sponsors, a vibrant community of 8000+ iGaming Affiliates and over 50 Affiliate Network Programs and Tech Vendors all brought together in a dynamic and engaging environment.
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