Player Expectations Are Through The Roof: How Are Nimble Online Casinos Nailing Their UX?
The expectations of digital platform users has never been higher - an engaging, user-friendly interface is not just an advantage over competitors, it is a standard expectation. For the online casino industry, offering a great selection of games is important and attractive welcome bonuses get players through the door but what keeps players coming back for more is a high-quality user experience.
The best rated online casinos are investing heavily in the UX of their platforms, ensuring that players' expectations are met and in many cases, exceeded. Here is how some of the top online casinos are nailing their UX:
Easy Registration Process
One of the biggest frustrations for online casino players is a lengthy and complicated registration process. The best casinos make it their mission to provide a seamless and quick registration process so that players can provide the minimum required details and get playing straight away. Waiting for registration confirmation and struggles with providing acceptable ID proof will soon have players giving up and heading to a competitor site.
Popular online casinos for South African players such as Yebo provide a simple registration process that can be completed in just a few easy steps. A short form asking for name, DOB and contact details takes just a minute or two to complete and then the player just needs to choose their username and password.
Clear Game Navigation
Having a huge games lobby is a major pull for casino players but if they then spend unnecessary time trying to locate their favourite games, the UX is poor and the platform is less likely to retain the players.
Highly rated online casino platforms such as Springbok are providing intuitive navigation, with clear games categories, advanced search functions and menu bars that take players straight to the games they want to play. In comparison, some casinos seem to display games without any obvious organisation and the more games players have to scroll past, the less inclined they will be to keep using the casino.
Choice of Payment and Withdrawal Methods
One element of UX that many online casinos can overlook is the demand for a large choice of payment and withdrawal methods. Offering multiple payment methods will help ensure that players can use their preferred way to make deposits, while having a afast withdrawal payout is also high up on the list of priorities for online casino players.
While some casinos process withdrawals after 3-5 days, the ones that offer same day payouts are delivering the expected user experience. Yebo, PlayLive and Jackpot Casino are leading the way in terms of fast payouts and other casinos should follow.
Excellent Customer Support
Another key aspect of the user experience of online casinos is the quality and availability of customer support. When players have a query or need another form of assistance, the best online casinos are providing 24/7 customer support through features such as live chat. With players having the flexibility to play online casino games from the comfort of their home at any time of day, the customer support has to be available round the clock too.
AI-Driven Personalisation
Personalisation is a highly effective marketing technique and it can be used to great effect with the online casino experience too. Some examples of providing a personalised experience for players is to offer promotions that are tailored specifically to the preferences of the player. Rather than offering generic win spins for games they never play, using AI to identify a player's most played games and providing bonuses on these games, takes the user experience to a new level.
AI can also be used to display personalised content by using past behaviour to determine the types of games and promotions that appeal the most to the player. Dynamic website elements can be displayed to advertise new games that players are likely to enjoy, based on their playing history and the game genres they prefer to play.
Mobile Friendly Platform
There is a growing demand for playing casino games on mobile devices rather than PCs and laptops, so online casinos that provide mobile friendly platforms are catering for this preference. If the mobile version of an online casino does not replicate the features of the desktop version, it is not meeting expectations. Online casinos including Punt offer players the choice of downloading the app or instant play from the mobile browser.
These are a few examples of how the top online casinos are meeting player expectations but casinos need to stay ahead of the game by continually evolving their features and monitoring user experience so that they can keep improving and adapting around emerging technology. With the online casino market being highly competitive, nailing the user experience by implementing these techniques is essential for achieving longevity in the industry.
