Nov 25 / 2013
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Going Global: Moving Gaming Business Online

The constant development of technology keeps the market oscillating between land-based business and internet presence. Imagining that the first category makes sort of fundamental and cradle for developing businesses, nowadays, it is the internet that strongly supports companies to exist on the market horizon. For iGaming business it is time not to stay in stagnation nor in awe and wonder, but to be in the constant move. Land-based is going electronic.

But how would one move gaming business online? To iGaming market it means the opening of wide variety of opportunities in expanding and crushing new markets’ entry barriers. By setting up Free Play sites land-based affiliates and operators ultimately rise the possibility to flourish and thrive not only locally but internationally. Brands benefit by building up their identity and image, expanding the reach to loyal gamblers and engaging new ones. Operators which are moving online facilitate acquisition of potential customers who by visiting their websites are more liable to visit the land-based locations. This tendency works out in both directions, making loyal customers to enter favourite casinos’ websites. Recent technological advancements like portable devices specifically manufactured for the Internet enable quicker and easier access for customers allowing iGamers to swiftly surf in industry offer. It is assessed that the biggest online markets within Europe are located in Great Britain, France and Germany where technology is cheaper and at the highest peak of development.

The proper assessment of the market is the first step in order to become beneficiary in moving the business online. A potential afilliate or operator needs to set the target audience and locate it within a specific region of interests. For instance, German players would be more interested in games that are familiar to them and can be played in country’s land-based casinos. While transferring the offer to Internet, it is essential to stay coherent with traditional offer and maintain good communication with dedicated and registered players.

Internet space is the best way to extend the pallette of possibilities and attract old and new customers with appealing offer. It would be wise to start promotion campaigns through different channels of information. Social media platforms immerse users in both way communication what can enable feedback from players and provide useful marketing information. Thus, putting social media buttons on websites is a reasonable move. Engaging iGaming forums will undoubtedly benefit in making websites popular and may elicit discussions. Moreover, making gaming applications available for portable devices and desktop is a must, as to provide direct and easy access to entertainment for customers. Websites also need to deliver content that nurtures users’ curiosity and interests, thus to concentrate on informative aspects about events and news.

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