The growth of smartphone users shows the development of the gaming industry apps market. Online casinos, being the pioneer of this development, have set an example for other segments. For example, for sports betting platforms. Mariusz Gąsiewski, Google’s director of mobile applications for Eastern Europe, noted three key success factors:
- Increasing user engagement and delivering a positive experience;
- apps reach a new level in delivering quality and trust to customers;
- a distinctive approach in handling data and retaining value.
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How to attract more users?
A successful app meets the following conditions: retains and increases new downloads, maintains ongoing interest. The advantage of this channel is that, unlike desktop computers, the smartphone is always nearby. A few seconds – and the consumer of the iGaming industry has opened the application, made a bet. The task is to make him come back. To do this, you need to give a convincing motivation and interest of user engagement.
Top Affiliate Networks in the Gambling vertical can be found here.
The figures show the discrepancy between the top players and the middle segment of companies. For example, among gambling betting providers, almost three times growth in user return is held by the market leaders. This proves, it’s not enough to attract a player – you need to come up with and implement tools that will retain them.
What does Google’s data show?
The first 25 minutes of interaction is crucial. Casino apps made a mistake: it was important to provide the ability to quickly create an account and get a deposit. There was a user experience that said that the time to register and deposit mattered to a potential player. In addition, there was the practice of saturating the platform with various options. However, as it turned out, these levers are completely insufficient. What matters today is the user experience: is the player ready to come back to the app and place bets? The app should be equally intuitive for both an experienced player and a novice.
Growing user trust
The second step in this direction is user trust in the app. What does this mean?
Let’s take the rating score. A gambling app with a score of 4.8 for the interaction experience and 4.6 for individual segments is much more effective in attracting new players. A high score acts as a kind of trust magnet – you can download, and you will get exactly the positivity that the rating reflects.
User attraction is in direct dependence on this indicator. The minimum acceptable threshold should not be lower than 4.3, and the applications with the best rates of return exceed a rating of 4.6. These figures are taken from the number of downloads in Eastern Europe in the Android and iOS storages.
Another important point is how players’ personal data is used. It is advisable for the provider to do the following: explain exactly why this data is requested and what the company will do with it. The answer to these simple questions will allow the user to feel safe.
Creating conditions for the inflow of new customers
Finally, the third factor is what conditions need to be created to increase the value of the app? Downloads and app growth are directly dependent on the right users, those who are more willing to add value to the app. Mass downloads will not have a long-term effect. Once disappointed with a platform, a player will leave it sooner or later. Google statistics show that slots-oriented traffic is based on the value of the user: he will make not only the first deposit, but will continuously generate profit for the company in the future. The emphasis should not be on mass appeal, but on the quality of the audience attracted.
This is where the new strategy wins – to ensure that the right audience grows not through quantity, but through quality. The marketing strategies of the gambling industry have chosen this path. Accordingly, the nature of the information requested has changed. Data is needed for precise targeting and selection of valuable users. The strategy must maximize results.