Profile of a Modern Gambler: the Importance of Classification

The entertainment industry is actively developing and attracting a wide audience. Competition in the market is also growing: new casino platforms are constantly appearing. To successfully run such a business, operators need to clearly understand who their clients are.

Modern digital tools will help entrepreneurs navigate the industry’s features, studying the target audience and its preferences.

Experts from the Rosloto studio have prepared detailed instructions for dividing users into groups. This is necessary for creating effective marketing programs and successfully promoting online casinos.

Customer Loyalty: Why It Is Important

Players will return to those establishments that have provided them with the most comfortable environment and modern content.

There are 2 types of approaches:

1. Rational. People focus on financial benefits. They are confident that a particular company offers perfect conditions for placing bets and winning prizes.
2. Emotional. In this case, gamblers prioritise pleasure. Such clients are attracted by bright visual design, a variety of products, and personal offers.

The entertainment vertical is changing and actively developing. New online establishments are constantly appearing. However, the audience’s preferences remain unchanged. It is important to identify customers and work on their retention.

Analytical studies of marketing activities have shown that the acquisition of a new user requires 10 times more resources than satisfaction of requirements and needs of already interested players.

It is necessary to create a special program that will help form a stable base of gamblers who have no complaints about the online casino.

Aspects That Affect the Loyalty

The majority of users visit the digital platform once and then move on to another resource. Why do online establishments not shut down?

The reason is that iGaming projects are based on the Pareto law: 20% of clients bring 80% of earnings. Experienced entrepreneurs understand this principle perfectly well and create loyalty programs that are subject to this rule.

Effective ways to attract and retain players:

• free spins;
• congratulatory gifts;
• bonuses for making a deposit;
• return of a share of the loss;
• tournaments and raffles.

These are popular tools but operators should not stop at this. It is important to develop and implement new offers to stand out against competitors.

Research conducted by audit and analytical companies shows that the low cost of spins and additional gifts do not provide the desired efficiency. Such tools affect users who want to quickly get money or bonuses. After that, they immediately leave the online casino. Only a small part of them become regular visitors.

Let us consider the most important aspects upon which attendance and customer retention depend:

Availability of a Licence

Players prefer platforms with official work permits. This is due to the fact that regulators monitor the honesty of brands, oblige them to use reliable security systems, implement responsible gambling tools, and prevent money laundering.

A scanned copy of the licence must be clearly visible. The document significantly increases the audience’s loyalty because it shows that the administration complies with the authorities' requirements and cares about safety issues.

Reliable Payment Tools

Several settlement methods need to be integrated into the website. Business owners are mainly concerned about the speed at which users replenish their accounts.

However, for gamblers, the simplicity and efficiency of the withdrawal process without additional checks are much more important. The commission for transfers should be minimal, or it should be none at all.

Responsive Support Service

Chatbots help reduce the burden on personnel. However, casino visitors mostly want to communicate with real people, not robots.

Basic requirements for the support staff:

• 24/7 operation;
• multilingualism (if the brand provides services in the international market);
• promptness of responses;
• ability to resolve conflict issues.

In this department, only the most qualified and experienced specialists who are well-versed in the specifics of the industry should work. It is recommended to repeatedly conduct training.

Acceptable RTP

We are talking about the percentage of the refund in slots or other entertainment.

Software from responsible vendors is certified in independent laboratories. Research confirms the honesty of such devices and random number generators.

It is recommended to indicate the RTP level in the description of casino products. In this way, operators will emphasise their commitment to responsible gambling, which will significantly increase the level of user loyalty.

Content Update

It is necessary to offer clients innovative solutions regularly. Most fans of betting have stable preferences but they occasionally have a desire to gain new experience. Fresh releases, promotions, and bonuses will help entrepreneurs increase retention rates.

It is necessary to update not only entertainment but also related program components. Specific attention needs to be paid to security systems. Thanks to this approach, business owners will be able to effectively respond to any risks or hacker attacks.

Information about software updates strengthens trust in the casino because users see that they are cared about.

Promotional Offers

Customers appreciate digital platforms that provide additional rewards and complimentary gifts. However, the creation of a successful loyalty program involves a wider range of different methods.

We are talking about such options as:

• leaderboards;
• assigning statuses to active gamblers;
• VIP tournaments;
• seasonal offers, etc.

It is important to analyse the project’s audience. This will allow operators to find out about the preferences of casino visitors and offer them exactly what they need.

Understanding the Target Audience as a Key to Success

Common classification parameters are used to make a portrait of players.

Gamblers are divided into 3 groups depending on such characteristics as:

• socio-demographic;
• psychological;
• behavioural.

Each of them is divided into additional subcategories.

Having collected and analysed information about clients, entrepreneurs will be able to build an effective retention strategy and marketing campaign.

Socio-Demographic Factors

They are divided into 3 categories:

Gender and Age

Studies have shown that more than 50% of online casino visitors are users from 21 to 45 years old. These are young and active people.

It is noted that players under 30 find virtual betting convenient and understandable. They prefer online solutions to land-based options.

Interesting fact: the number of women in the entertainment niche is constantly growing. This should be kept in mind when coming up with advertising creatives. The iGaming vertical includes websites developed specifically for the beautiful half of humanity.

Education and Employment

Customers with different income levels come to casino platforms. Relatively recently, it was believed that the placement of bids was only for wealthy people. Today, the situation has changed dramatically. Anyone spends time like this, regardless of their revenues.

However, each group has its goals:

• clients with a high or average income visit such portals for fun;
• users with low earnings strive to win big prizes.

Regional Identity

The economic situation in the country has a direct impact on the gambling activity of its citizens. The more stable the situation, the more money can be spent on betting.

The conducted research has demonstrated that residents of the United States, Australia, Canada, and developed European regions visit entertainment sites and make deposits much more often.

Psychological Factors

This group of users is divided into several categories according to the following criteria:

1. Gaming interests. More than 50% of online casino visitors prefer slots, and 30% choose roulette or board solutions. However, the emergence of new types of products with virtual and augmented reality must be taken into account—the number of connoisseurs of such offers is gradually growing.
2. Purpose. The reasons for visiting entertainment portals are different. More than 55% of users come with the desire to succeed, almost a third want to relax after a working day, 10% need to spend time in the company of like-minded people, and 5% dream about hitting the jackpot.
3. Character traits. One part of clients necessarily calculates the chances of winning, while others act emotionally, relying on intuition.
4. Individual qualities. Each person perceives the visual design, elements, and functionality of the online casino. Some customers complain about the excess of advertising or bright animation, while others are scared away by even minor technical problems and waiting for pages to load. Platform administrators must monitor all requests and respond to them promptly.

Behavioural Aspects

Depending on the chosen style of play, gamblers can be divided into several groups:

1. Beginners. The vast majority of such users have recently entered the niche. They choose products carefully, place small bets, and do not want to take risks. The most important thing for them is to gain new experience.
2. Advanced players. These people visit digital casinos to have fun and decide how much money they can easily part with in advance. They do not visit online platforms regularly, only when an overwhelming desire arises.
3. Regular customers. In the long term, they replenish the enterprise's budget with solid amounts. Familiar entertainment with clear rules that can bring winnings is among their preferences. Loyal gamblers know how to control themselves and stop before exceeding daily limits.
4. High rollers. This category brings huge money to the project owners. However, such players require special treatment from administrators. Their main goal is to stand out from others.
5. People who suffer from ludomania. These users are addicted to betting. Relatives and close friends add them to restrictive lists and block access to online casinos. Modern operators adhere to responsible gambling principles and redirect problem clients to psychological assistance pages.

Each group requires an individual approach that takes into account personal preferences. A detailed analysis of such data will help entrepreneurs create an effective marketing campaign.

How to Meet Players’ Expectations

Focusing on audience segmentation, operators will be able to please all categories of bettors.

Beginners and Advanced Gamblers

For these groups, the following aspects are important:

• the presence of popular and well-known entertainment in the catalogue;
• increased RTP;
• round-the-clock support by real specialists, not chatbots;
• achievable jackpots;
• the ability to make minimum deposits.

To attract and retain this kind of audience, several methods are applied:

• creating a “wow effect” by distributing random and unexpected gifts;
• cash payments instead of free spins;
• using group, not personal bonuses;
• an offer to follow the news on the website so as not to miss interesting promotions.

Regular Customers

Their list of preferences includes:

• high RTP;
• loyalty programs;
• various competitions;
• no intrusive recommendations on the selection of entertainment.

To interest regular clients, the following elements will help:

• specific prizes and transparent conditions for participation in tournaments;
• additional gifts for loyalty — free spins, various in-game options, etc.;
• constant replenishment of the catalogue.

High Rollers

What these players expect from a casino:

• restrictions on the maximum bet amount;
• large progressive jackpots;
• interesting gameplay.

The following approaches will help to satisfy high rollers:

• personalised offers;
• special marks that confer status;
• large tournaments and draws aimed at the VIP category.

If operators will adhere to the recommendations and focus on the segmentation of clients, they will attract a wider audience.

General Gambling Environment

To interest more customers, entrepreneurs began to combine traditional online casino entertainment and bookmaker products on one platform.

Thanks to this, users can switch between different options without creating additional accounts. To do this, the following elements are required:

1. Payment channels. Having a single wallet simplifies interaction with websites. Visitors can play slots or place bids, making deposits on one account. The ability to stay within the system and choose different products increases loyalty.
2. Gamification. People can be motivated through general offers and competitions that harmoniously cover 2 entertainment areas. For example, during large-scale football tournaments (World Cup or Champions League matches), bettors are interested in slots with the corresponding theme.
3. Regional features. It is essential to take into account the country where the services are provided, its cultural traditions, language, and other aspects. Thus, visitors from Latin America prefer to wager on football, and Asians choose multiplayer fishing.
4. Use of cryptocurrencies. Many clients do not want to disclose personal information. It is important for them to maintain confidentiality. Blockchain technologies open many new opportunities in this direction.
5. Responsible gambling principles. These are the requirements of regulatory authorities. It is necessary to create a safe entertainment platform so that players avoid addictions.

A high-quality casino environment is an effective way to increase the audience and build loyalty.

The Main Things about the Classification of Modern Users

Research and analysis of potential customers are important tasks for operators. The collected data will help create effective promotion programs.

The profile of modern gamblers is affected by the following aspects:

• Each group has unique characteristics — socio-demographic, psychological, and behavioural. It is necessary to take into account gender, age, income level, and user preferences.
• Players are divided into several categories: beginners, advanced bettors, high rollers, and the ludomans. All these clients have unique requirements for online casinos. It is important to satisfy them, which will have a positive effect on retention indicators.
• Customer loyalty is influenced by several factors. We are talking about the presence of a licence, reliable financial systems, responsive support staff, and regular updates of the catalogue.

The Rosloto studio provides comprehensive services for studying the casino audience and creating effective promotion programs. We know how to make entertainment projects truly successful.