Cards On The Table: Three Steps To Winning The Trust Of Players

An excellent selection of games, exciting tournaments and nice bonuses attract many people to online casinos. But when players talk to each other on forums and in the comments, what do you think is the first question they ask about a new casino brand?

Is this casino reliable? Is the brand good?

There is no point in taking a bonus if there is any doubt that the money can be withdrawn, and there is no reason to participate in a tournament if there is a fear that the site will disappear tomorrow. This is Maslow’s pyramid of gamblers. Trust is at the core.

Why trust is important

This may surprise some, but trust is the cornerstone of the gambling business. Betting and gambling already come with a certain amount of risk, as winnings are not guaranteed, so it makes sense that to participate, the player must trust the process and the casino with their money.

This is the most straightforward social contract: the player gives his hard-earned money, knowing he will get more if he wins. The gambling establishment must guarantee the safety of the player’s funds. The situation is the same with personal data—the player provides confidential personal data, and the casino undertakes to store it and not transfer it to third parties.

If a player trusts the platform, then he is more loyal. The casino’s cash flow depends on regular players; every competitor does everything possible to attract and keep them for as long as possible.

What will happen if this competitor manages to offer better conditions, a newer game, or a richer bonus in a given month? The only thing that will protect your business in this case is that people prefer to buy from proven brands they trust.

This is why brand building is essential for business: attracting new customers is five times more expensive than retaining existing ones.

Let’s move on to three steps for gaining and maintaining players’ trust over time.

Be Honest

People less familiar with the iGaming environment often ask, “Is this even legal?”


Yes. Yes, sure. However, experienced players know that when visiting the website of a sportsbook or online casino, you must always make sure that the company is honest and legal, and only then make a deposit.

So, for an online casino that wants to ensure that its relationship with players starts on a positive note, the first and key step is to obtain a license.

There are a ton of jurisdictions and licensing regimes, and they vary in price, stringency, and the number of boxes that must be ticked to qualify. Having a gaming license influences the trust and loyalty of your audience, allows you to collaborate with the best game developers, allows you to enter the most profitable markets and guarantees reliability. Most business people choose to save time, money and nerves, as well as guarantee results. That is why they seek help from professionals who know all the bureaucratic pitfalls in the highly convoluted process of obtaining licenses.

A license is required to register a company, open bank accounts, set up operations, etc. Licensed games with clear RTP, purchased from reputable developers, would be another significant step in the right direction. The market is filled to capacity with titles of all colours, shapes, sizes and styles, but what matters to players is whether the slot works as it should.

Some online casinos make the mistake of thinking that players will need to learn the details of how the game works. They’ll find out.

For starters, tech-savvy players can learn basic information about the game they are playing using the “inspect” function in their browser. They can see which server the game communicates with and sometimes even see the RTP written in the code.

Even without such direct methods, players share experiences and communicate. The casino’s reputation will suffer when many people express dissatisfaction and doubt.

When a licensed developer makes a game and has RNG certifications (such as eCOGRA), the player does not doubt that RTP and other features work correctly.

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