Online gambling has become a vital component of life for a lot of people in terms of entertainment. Its 2 most popular niches (casino gaming and betting) are conquering new regions regularly, offering exhilarating amusement for punters and solid earnings for operators.
In recent years, more brands began offering both types of services on the same platform. At first, it may seem inconvenient since the verticals have distinct types of audiences, incomparable interfaces, versatile mechanics, and are not similar by dozens of more parameters. However, once implemented adequately, such fusion can generate incredible profits for the platform owners.
2WinPower experts have been experimenting with the transition from online casinos to betting portals for a long time. As the technology develops and people’s perception becomes prepared for the combination of entertainment, more clients ask about the possibility to elaborate combined platforms.
The current opportunity of moving from web gambling operation to betting depends a lot on the rising CPA of the players within the casino direction. Sportsbook sphere has much cheaper acquisition tools with better access to wider markets and fewer restrictions on advertising.
An average price for getting an established client:
This implies 3 or even 4 times more consumers for the same price at bookmakers’ portals.
Another advantage of player acquisition within betting is a prepared environment of incentives. In order to attract a punter, a casino manager has to offer different bonuses, loyalty programs, promotions, etc.
The sportsbook industry has such activities as Super Bowl, World Cup, Grand Prix, Champions League, and more that are already positioned as attractions for betters. This product sells itself.
By offering both gambling manifestations, operators create a more complete coverage of potential visitors. It allows expanding the inclusion of a bigger age range, more versatile social background, and wider solvency. That is why more casino brands begin to introduce bookmaker’s services and eSports solutions to be able to engage users on a regular basis.
In the contemporary world, betting is becoming a vertical that has more appeal than casino entertainment:
Wide embracement of society
Major wagering portals register an increase of female audience that is a considerable achievement in recent years.
Nowadays state of the online industry shows less social friction moving from casino amusement to a bigger orientation on betting
Possibility to wager on any event
If a user is not good at sports, he can pick any popular sphere of life and bet on anything. For example, the results of elections, Eurovision winner, celebrity’s baby gender, etc.
An operator needs to ensure such possibilities are created on the portal
Innovations of betting methods
Experimental bonuses and tournaments are organised in an attempt to advance the gambling direction.
As a result, such solutions make the interactive process more seamless to the point when there will be no separate casino or betting players but rather a single client that is engaged in both verticals
It will be irresponsible to take 2 different platforms and just combine them. For a stable functioning of a fused portal, it is necessary to make several updates. The user interface is one of the most impactful since punters’ convenience is decisive when it comes to popularity and profitability.
The opportunity of the transition should be shaped up from the design point of view by several aspects:
Quick interaction with one vertical while being engaged in another can act as a facilitator of appeal to such a merged activity. It is essential to clear away all barriers that prevent clients from equally enjoying both manifestations for achieving maximum revenue.
Considering how new this idea is, a lot of operators fail to assure frictionless UX. Several multiproduct offerings have already proven that it is possible to configure smooth transitions that have eventually led to satisfied clients and increased profit.
Aspects the operators should pay attention to during the restart of the working process:
It is essential for administrators not to rush with the changes. Gathering enough information and conducting a thorough analysis will increase the chance for a successful transition. The more users are satisfied, the higher the eventual revenue will be.
While there are distinct types of punters, wagering on different events is more socially acceptable and natural to discuss. The appetite for entertainment is seen to attract a younger audience. Such people are more excited to acquire new skills of understanding what they wager on. Pushing a button and expecting a random outcome are not among their preferences.
The transition from casino entertainment is not performed instantly. It is a matter of a few months or even more. In this case, betting will be considered a secondary activity since it is added to an already established environment.
An integral task here is to find the balance of how to:
When taking up a new branch of business, usually it comes down to embracing all inside-outs individually. Ensuring the existing team understands all its peculiarities will benefit the brand’s entrance to the new vertical. Alternatively, it is possible to hire new experts.
It depends on whether the brand is a third-party or an independent platform:
If a casino operator conducts a transition, the major task he aims to resolve is how to make the existing users place bets. A similarly integral assignment is to attract punters who are already engaged in wagering in visiting the exact portal and spending money on the platform. A dedicated team must be present to understand how to do this.
The way the organisation is structured should reflect the intention of service provision. The challenge with this is that the industry is currently developing towards a regional type of operation. Apart from having staff be aware solely of the vertical itself, it is essential to ensure they understand how this manifestation is perceived in the operational zone.
There is an enormous benefit of having a specialist that is into the complexity of betting peculiarities. Every manager has a particular target audience (by region, experience level, etc.).
Matching the preferences of the public with the best layout of the services on the platform is integral for a brand’s success. If an operator launches a sportsbook, he needs a dedicated CRM expert to re-engage and keep users playing.
While the majority of experts consider it an excellent opportunity, transition from one vertical to another should also be perceived as a risk:
The change of the project vertical is a responsible step in the modern iGaming industry. It requires a lot of resources and thorough preparation. An informational rundown is the first minimum aspect to take care of.
What an operator should be prepared for during the fusion:
Order our assistance in creating the future of gambling entertainment and become a pioneer in proposing modern amusement. For further information, get in touch with our managers.
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