No matter what we are looking for: an interesting job, a comfortable music service or a good store close to home – there is always a choice. These days, among all the factors that influence the decision, it’s not quality or even price that matters, but the experience the customer has when interacting with the product. The customer pays not for food delivery, but for a few free hours with the family, not for a subscription to a TV series service, but for the opportunity to stay at home on the couch and watch Netflix.

The iGaming industry is expanding, the number of casinos and betting shops is growing. Attracting the customer’s attention and then retaining it is the main goal of the business. The market is so oversaturated that, right now, almost every casino that is even remotely successful offers high quality games. Does that mean players aren’t just coming for the games? Exactly. The customer comes back for the experience and the positive gambling experience that the operator gives them in and out of the game.


If we skip the formal definitions and get to the heart of the concept, the player experience is the path a player takes when interacting with a casino. In this case, every menu item, banner, or harmoniously adapted image matters.

Almost every detail of the platform either attracts the bettor and increases the casino’s KPI, or spoils the impression of the product, it’s important to be aware of this. With this approach, it becomes obvious that there are no unimportant details. Market leaders are now keeping their focus on providing players with decent service every day and building audience loyalty.


In fact, two-thirds of operating companies now compete based on customer experience (Source: Forbes). The iGaming sphere is no exception here. As statistics show, operators that prioritize their player motivation will generate more revenue and a more loyal audience.

3 reasons to improve the player experience:

  • A new player has a better chance of staying on the platform
  • What does this mean for the casino? Increased conversion of new players into loyal and reliable players. Indeed, the link between active audiences and operator revenue is direct, but in the long run, focusing only on profits is a losing strategy. Developing relationships with players is a more profitable policy that ultimately leads to financial growth.
  • Increased life cycle of the bettor.

A successful operator gives the player everything a person comes to a casino for, viz:

  1. entertainment and recreation
  2. emotion and adrenaline
  3. The pleasure of the process
  4. In this case, the likelihood that the player will stay and not change casinos increases significantly. Operators who provide the audience with added value usually benefit from player loyalty and long-term interaction with them.

Word of mouth is not a new but effective marketing tool. Unfortunately (or fortunately), the effectiveness of traditional promotional channels is now declining. People trust people. This principle works for many areas, including gambling.

Brand mentions bring the best conversion rate at the moment. Every company works hard to create positive associations with their name. This helps increase the number of valuable user recommendations.

In the chart below, we have schematically presented how player loyalty and motivation can change over time.

Yes, there are basic things in the here and now that significantly affect loyalty. For example:

  1. availability of a demo mode
  2. page load speed
  3. fast registration
  4. A player’s luck at a given time.
  5. When such elements of the player experience are not backed up by anything else, motivation drops off quickly.

Ideal strategies combine short-term and long-term factors. It is impossible to have a reputation as a responsive operator if, for example, casino support relies only on scripts or makes the player wait too long for a response. One bonus won’t make a player loyal, but a clear bonus system with different types of rewards will definitely add to the bettor’s excitement.

Those who take advantage of all available methods to increase player loyalty win. It may not be easy, but the result – a loyal audience and an impeccable reputation – is worth it.


How do you make players come back to the casino? What is important to the bettors themselves? When and how does true loyalty begin?

We’ll answer these questions below. Let’s look at the “little things” that help SOFTSWISS customers stand out and strengthen their reputation in the market.

Fast registration, auto-complete.

Why is this important? It is an indicator that the operator values the time of its players. Customers are comfortable if the registration form has no more than three fields to fill. A long form has a much lower conversion rate. Those who operate under a Curacao license can please their players with a quick registration – do not miss this opportunity. It is important to clarify that all other data that will be needed for active gambling will still have to be provided, just later.

Lifehack: Malta requires all the data at once, there is no option with a shortened initial registration. This nuance is smoothed by correct communication. The operator can build an emotional connection with the player and show why the bettor needs it. If the casino decides to explain that the data is necessary for the safety of identity and funds, the operator receives gratitude instead of irritation. Players value security.

Variety of games

Why is this important? In short, it increases audience engagement. By having 100 games available, an operator can attract players with specific interests and geolocation. By having a catalog 100 times larger, a casino can serve a larger share of the market. When it comes to such large volumes, operators tend to choose Gaming Aggregator. This allows them to quickly offer players the most exciting games, reinforcing the growing interest in the casino.

Lifehack: Use sorting – this is an important feature for both operators and players. SOFTSWISS customer experience confirms that sorting is useful in creating unique game tops for different regions. By making such offers, operators can target their players by categorizing them by interest, geographic location and other attributes.

Demonstration mode.

Why is this important? It’s a classic feature that’s already become the norm in iGaming. Demo play simulates a real gaming session using virtual funds instead of customer money. And the bets and wins and losses in such a case are not real.

A word of advice: Many people consider demo games an outdated and inefficient method, but they are not. As our online platform shows, even such a classic solution as demo mode can become a competitive advantage if casinos approach the issue individually. Demo games are a proven way to test different ideas and turn those who came in “just to see” into loyal players.

Responsible Gambling Tool

Why It Matters. It helps audiences avoid gambling addiction. Players take full responsibility for their actions without shifting it to the operators. This way, both parties will feel comfortable and safe during the interaction.

Lifehack: Use non-trivial customizable tools. Reality Check is really important, but it is not the only tool available. With SOFTSWISS, operators can offer flexible solutions to players. For example, our Greek-licensed customers send notifications to their players when 80% of the set limit has been reached. Bettors actively use this feature to better control the situation.

Adapting the mobile version

Why is this important? Many players prefer full-size gaming sessions on PC because it gives a feeling of full immersion in the game. Bettors who value independence from the computer choose to gamble via their smartphone. A convenient mobile version of the casino will help the operator to reach the maximum part of the audience, not limiting its players in the choice of devices.