Faster Search, Smarter Filters, and Quicker Verification Are Improving the Online Gambling Experience

Online gambling is no longer just about new games and bonuses. Players are looking for seamless experiences, with faster search and onboarding.

Speed is the key to a successful modern online casino and betting platform. When players start their journey, they don’t want to spend their time scrolling through endless menus or getting lost. Instead, they want a seamless experience that will see them arrive at the website and be playing in minutes. The best apps for betting and casinos use advanced features to achieve this goal.

Faster Search

Long gone are the days when search involved typing the whole phrase or keyword you are looking for. Faster searches involve predictive text, which appears with recommendations as you are typing out the request. By doing this, players can find what they are looking for much faster.

These features are now the cornerstone of quality gambling apps. An example lies with the Betway download, which puts their modern software package in the palm of your hand. Using smart searching, you can soon find all the sports markets and bets you want instantly. In many cases, the most popular bets and events are central on the screen, omitting the need for a search in any case.

This search also has a hidden benefit. Often overlooked is that it lets customers quickly glimpse other products on offer. Imagine they type ‘Big Bass Slot’ and see the similar product ‘Book of Dead’ flash up as they type. This lets them know some of the other great products, bringing them back later.

Smart Filtering

Smart filters let consumers narrow down these searches based on various criteria. You may have used them when shopping online, perhaps looking for clothing in a certain price range, by brands, and colour. When it comes to casinos, this has allowed a move away from broad categories such as slots, table games, and live casino into a more rounded approach. Players’ searches may include jackpot games, certain mechanics, and even statistics like RTP and volatility.

Added to this has been the inclusion of recommendations. By using an algorithm-driven search that utilises previous ratings and game suggestions by customers, it can recommend products even before searching begins. These are similar to the type found on Netflix or Spotify.

The caveat here is that gambling companies must be transparent about how they store and use the data they collect on customers, to make their experience better. An annual global survey by Bain and Company asked consumers to rate online companies and digital brands on their level of trust when choosing products. With lower scores indicating more trust, it found that primary banks came out top, with payment processors second. Unfortunately, social media and entertainment came further down the trust scale.

Primary Banks 2.1
PayPal 3.3
Banks in general 3.7
eBay 5.6
Google 6.0
Microsoft 6.2
Apple 6.2
Amazon 7.0
Gumtree 7.6

Quicker Verification

Utilising quicker verification is a tough one. It is important to know a customer for reasons of AML and age awareness. Yet go too stringent, and operators will see people go to casinos elsewhere that don’t have the same methods and can let them play more easily. This was evident in the Netherlands when channelization rates dropped because of their CRUKS programme.

Operators will also be bound by legislation. Thus, they must ensure that they have speedy processes behind the scenes to vet documents in real time. Even helpful reminders to verify customers before they require a withdrawal can help, so that giving out money is a quick and painless process.

The Benefits for Operators

Operators of modern online casinos, such as Betway, benefit hugely from this. When you visit their website, you will find a fluid approach to everything. From making a deposit to launching a title, a frictionless path is paramount. This means players will come back to the operators, increasing retention rates. In a competitive environment like the iGaming sector, keeping players provides several benefits.

• Costs less than acquiring a new customer
• Increased revenue per customer
• Organic referrals by word of mouth
• Reduction in marketing costs

Increasing and Solidifying the Market Sector Away From the Competition

In many ways, operators really can’t afford to avoid this. More players are moving away from the desktop and engaging with these titles from a mobile device. This requires some very specific design elements, which, amongst other things, include the ability to search quickly and with filters. Without them, people will log off and go to competitors.

A second advantage is that it builds trust between the customer and the casino brand. When a platform functions well and has a great user experience, it shows a commitment to detail. Would you trust or use something that didn’t work properly?

Thus, operators have the power to speed up all aspects and eliminate wasted time. This comes from their design choices and the processes behind the scenes. Doing so will bring huge benefits to them, and customers, and major operators like Betway are already exemplifying this.