The online casino market is arguably one of the biggest success stories of the internet age. With revenues set to exceed $100 billion by 2024, it’s a sector that isn’t going away anytime soon. So how do online casino operators manage to woo such a large percentage of the population? The answer lies in psychology and, in particular, a mixture of internet marketing and player/risk-taker psychology. Online casinos like WantedWin excel in creating an engaging environment with enticing games that captivate players’ interests, such as themed slots, live dealer experiences, and progressive jackpots. These methods not only attract a wide audience but also ensure players return for more exciting gameplay. By understanding what makes players tick, these casinos can craft experiences that offer more than just a chance to gamble, but a genuinely enjoyable pastime.
1. Online casinos don’t take risks
While casino users may focus on the risk / reward aspect, for operators, risk is the most non-essential issue. Casino designers study human psychology and study in detail how people think, feel and behave. Operators spend millions of dollars every year trying to understand player psychology.
The goal is to apply a scientific approach to the art of gambling and develop casino offers that will encourage people to open accounts and come back again and again. So, what methods are used to get people to give their money away and then come back to give more?
2. Themed casino
The first interaction with a potential customer is incredibly important, and online casino operators have long realised that they need to make their environment comfortable for the player. One of the key advantages of an online casino is that it doesn’t suffer from the ‘establishment for men’ stigma attached to conventional gambling houses, meaning that it can be relevant to a much wider audience.
The housewife who wouldn’t dream of visiting her nearest casino, or the housebound person who couldn’t physically go there, are both good examples of new markets that have significant online potential. One way to make the online offering attractive is to use thematic branding using sports, TV shows, films or celebrities as themes for the casino site so that the user feels they are not in a casino, but in a place they like.
3. Constant reward system
When a player wins at a casino, they get pleasure, which causes the brain to release dopamine, the ‘feel good’ hormone. When the player wins, he gets a dose of dopamine, and if he gets it regularly, he is more likely to continue doing the things that make him feel good. In other words, it’s a cycle of motivation, reward, and reinforcement. The best way to keep people online is to give them regular treats, and casinos do that by giving them away:
- Instant winnings
- Loyalty points
- Leaderboards
- VIP ladders
- Free spins, multipliers, pattern wins
- Bonuses for social media sharing
- Deposit multipliers
- Bonuses for playing on mobile devices
- Bonuses for downloading the app
- Allowing anonymity
‘In real-time online gambling, anonymity allows players to engage in private gambling without fear of judgement’ Dr Mark Griffiths, Professor of Behavioural Addiction at Nottingham Trent University, believes. This is important because users want to be able to gamble without feeling guilty or ashamed, and online casino owners do their best to maintain anonymity.
4. Develop social interactions
If users are going to stay, they need to feel comfortable and be among friends. Many casinos encourage this by coming up with various in-game and out-of-game communities so that people can socialise with other players. In practice, this means that people are more likely to stay online longer and feel more comfortable trying out different games when their friends are sharing their experiences.
For people who have problems with social connections, developing these cyber relationships can be a significant advantage, and they are often available whether the user is playing or not.
5. Understanding your users
In the world of marketing, a thorough understanding of your target market is key to success, and online casinos are no different.
A good example of this is the growing popularity of bitcoin casinos, where users bet on cryptocurrency rather than real or ‘paper’ currency. These sites offer a wide range of games from blackjack to slot machines to poker, but what they have in common is that bets are placed in cryptocurrency. Online casino owners have realised that people who own bitcoins spend most of their time online, are risk averse and often have a surplus of bitcoins that can only be used in a limited number of places.
Consequently, they invested in developing payment systems that could accept bitcoin and casino sites that would appeal to this very specific audience. Again, this is based on the thematic principle and the social interaction aspect, as bitcoin users are more positive about using a casino where people like them play.
6. Losses disguised as wins
If dopamine is released as a result of a win, the anticipation of a dopamine hit and subsequent denial can lead people to become depressed and stop playing. To counter this, casinos disguise losing as winning. Usually users place a bet of, say, 100 roubles and win 50 roubles, all accompanied by flashing lights, winning symbols and appropriate celebratory sounds. And of course such a loss is felt by the ‘lucky’ person as a win.
Studies have shown that a series of small wins, the total amount of which is less than the amount bet, is perceived most positively. This means that it’s not about the amount of winnings per se, but about how many times the user has won. In other words, the more dopamine hits they get, the better.
7. Developing trust
The casino sector, whether conventional or online, has a dubious reputation. But advances in cybersecurity mean that online gambling is safer than ever before, yet many players simply don’t trust online casinos. Consequently, online owners have had to work hard to secure user data and the payment process to reassure new players.
8. Optimizing Player Retention Strategies
Online casinos have developed sophisticated player retention strategies that are crucial for maintaining a loyal user base. These strategies often include personalized promotions and tailor-made rewards systems that cater specifically to the preferences and habits of individual players. By analyzing player data, casinos can offer timely bonuses, exclusive access to new games, and special event invitations that resonate with the preferences of frequent visitors. Moreover, responsive customer support and user-friendly interfaces play significant roles in ensuring that once players sign up, they remain engaged and satisfied, thereby reducing the likelihood of them switching to competing sites.
Online casinos – practical psychology in action
Every aspect of an online casino is designed to encourage you to open an account, play the games and, importantly, come back.
This means that new methods are constantly being developed to allow casinos to increase their user base. Be careful not to fall for gimmicks and pretty packaging. Inside is still a bottomless abyss, once in which it will be very difficult to get out.
Ethical Gaming Practices
In the rapidly growing online casino market, promoting responsible gambling is crucial. Many reputable online casinos are now implementing ethical gaming practices to ensure player safety and prevent gambling addiction. This includes tools that allow players to set deposit limits, loss limits, and session time limits. Furthermore, self-exclusion programs and automated reality checks that remind players how long they’ve been playing are becoming standard. These practices are not only important for protecting consumers but also for building long-term trust and credibility within the gaming community, ensuring that players can enjoy a safe and controlled gaming environment.
Conclusion
The intricacies of online casinos go beyond mere gambling; they encompass a deep understanding of psychology and sophisticated marketing strategies aimed at maximizing player engagement and loyalty. From the careful design of casino environments that appeal to a broad audience to the implementation of systems that reward and motivate continued play, these platforms are crafted to ensure a compelling user experience.
The tricks employed – ranging from themed environments that resonate with personal interests, to the illusion of easy wins and constant rewards – serve to create an atmosphere that both delights and entices players. Furthermore, the introduction of community-building features and the use of cutting-edge technology for secure and personalized gaming amplify this effect.
However, as much as these strategies are about enhancing user engagement, they also highlight the need for responsible gaming practices. The ethical onus is on casino operators to incorporate measures that prevent gambling addiction and provide a safe, enjoyable environment for all players. This dual focus on optimizing player retention while promoting responsible gaming underlines the evolving nature of the online casino industry – a sector where psychological savvy, technological innovation, and ethical responsibility converge to redefine modern entertainment.
