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The continued growth of online casino operations around the world has been great for consumers who have enjoyed the deals and offers available from competitive operators, improved access, and a wide choice of games.

UK bettors have a wide choice of licensed online operators, ranging from the biggest high street bookmakers and most reputable casino operators to smaller independents. There has also been a rise in interest from consumers in finding a non Gamstop casino in December, with these options typically offering improved access and a wider choice of games.

There are several underlying factors that have facilitated the growth of international iGaming websites and have the potential to provide prolonged support for these online betting sites.

The Crypto Boom

Crypto popularity has had a positive effect on a variety of online businesses, offering consumers a more secure way to carry out international transactions. As well as providing provable fairness in gaming, cryptocurrencies have also helped consumers avoid the excessive costs associated with money transfers and negate unfavourable exchange rates.

Governments around the world have moved to update crypto legislation in an attempt to create welcoming environments. This has not only helped the crypto industry to grow, but other industries like iGaming have also benefited.

Tech Development

Tech development covers a wide range of aspects that affect the iGaming industry, from the software and hardware that developers have access to, to the devices consumers use and improving connectivity.

Developers have had access to emerging technologies like VR and AI for some time, but the devices being used are only just beginning to let users enjoy high-quality gaming experiences. Previously, developers might have felt obliged to rush new tech to market to try and beat competitors. This could often result in the user experience suffering.

These technologies are now reaching the point where they can enhance the user experience and create immersive gaming for players.

The popularity of mobile devices and their improvement has resulted in the vast majority of modern consumers having access to iGaming platforms via dedicated apps.

Improving connectivity has also been a major boost to iGaming operators, with 5G and high-speed Wi-Fi providing lag-free access on the move, at home, and in most public areas. This has allowed players to enjoy all types of games regardless of where they are.

Regulatory Shifts

The UK has some of the most open gambling regulations, with retail and online markets allowing everything from lotteries and sports betting to casinos. However, this isn’t the case for every country, with many still prohibiting operators from setting up in their jurisdictions.

Online casinos give players greater access, and this has urged local and national governments to consider how relevant existing legislation is. With players being able to access online casinos anyway, some are considering legalisation as a way of improving their control and protection of consumers, and to earn revenue through licensing and taxation.

Consumer Demand Increases

The proliferation of mobile device use has seen a massive increase in online gaming across the board, with iOS and Android operating systems offering thousands of different titles for users. This has resulted in somewhat of a digital revolution, with modern consumers shifting towards the convenience and choice afforded by mobile gaming.

While retail betting operations are still popular around the world, being able to play at your own convenience is a major selling point. Online casinos can also harness the latest technologies to offer consumers something that physical alternatives can’t. The demand for VR and AR-enhanced games, games that combine traditional gaming skills with betting, and instant win mechanics has helped to create a market that can run parallel to traditional gaming, which is also offered online.

Greater Trust

One of the things that previously held online gambling back was a lack of trust in some of the operators. While consumers must still exercise caution, it is getting easier for bettors to find the best and most trusted sites.

Blockchain technology has been a key factor in improving trust, with players and external auditors able to access information on their public ledgers, enhancing transparency and promoting provable fairness.

Third-party reviewers and auditors having greater access to sites means that less trustworthy operations will be publicised more easily, making it easy for players to avoid. Enhanced accountability among iGaming operators has helped the industry’s growth, and can be a deciding factor when it comes to attracting new players in a competitive environment.

Evolving Marketing Techniques

Consumer demand has been a driving force for the growth of the iGaming industry, but this has been fueled by improving marketing techniques that can reach target demographics in a variety of ways.

SEO-optimized platforms are making it easier for players to find the best options available to them based on their needs and location. As search engines improve their algorithms, results pages are able to provide more tailored results for their specific searches.

Traditional marketing, including sponsorships, has remained popular with brand awareness increasing when operators appear on TV, in print, and online. While these blanket marketing techniques can help, more targeted marketing has begun to improve results.

AI and ML systems have been able to collate and analyse data on a macro and micro level, showing market trends as well as individual preferences. Automated marketing can then tailor marketing campaigns specific to the user based on their behaviours.

More tailored sponsorship deals can also reach specific demographics, with the rising number of influencers ensuring there is a face for every niche.

Conclusion

The strength of the iGaming industry is not built on any one defining factor, but is a combination of many. The decision made by existing gambling operators to embrace online operations meant that the industry wasn’t fractured, while independent operators began to enjoy a more level playing field.

Improving tech, rising consumer demand, and legislative changes have all impacted how easy it is for players to access sites, while consumer trends continue to steadily shift towards online alternatives.