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The Fundamentals of Player Acquisition and Conversion in Regulated Online Gambling Markets

Online casino operators often find themselves wondering how to boost player conversion. This is doubly true when operators are confronted with increasing regulations. This blog post takes a quick look at some of the ways online casinos can boost player conversion in an online casino.

Affiliate Marketing

Gambling advertising is heavily regulated in many markets, mostly with the aim of preventing advertisements from being shown to children. Advertising through affiliates ensures that the correct audience is targeted - i.e., players who are over the age of 18. Some online casinos and sportsbooks make a point of reminding their affiliates of the importance of remaining in compliance. Effective use of affiliate marketing can increase your online casino’s conversion rate.

Age/ID verification

Many jurisdictions are introducing more stringent age and ID verification measures. In the United Kingdom, for example, players’ ages and identities will now have to be verified before they can open the account. This can lengthen and complicate the onboarding process.

However, advanced ID verification techniques that use of AI and biometric data can avoid the problem. Using those technologies to keep the onboarding process short, smooth, and effective can also increase the player conversion rate for your online casino.


Website design goes a long way towards player conversion. CTA’s like “Join Now” buttons and other content and bonuses you want to promote should be as visible as possible, and forms should be easy and simple. Forms should also display their length and how far along the player is in the process of filling them out.

Make sure to make the user journey as easy as possible for your players. The fewer clicks it takes players to complete an action, the lower the bounce rate will be. For example, to keep signup simple, you can offer a one-click signup process using Facebook or email accounts.

Do not miss: CRM Systems in Online Casinos

Gaming content

Don’t just offer your players slots from popular providers. You should offer a variety of games, like live casino games, to keep your platform interesting. However, it’s important to make sure your game content is compliant with the regulations of the jurisdiction in question, as player trust is nearly impossible to win back once it’s been lost.


Some players reside in jurisdictions that prohibit banks from conducting transactions related to gambling. For these players, it’s important to accept a variety of payment methods, including different e-wallets and cryptocurrencies. Alternative methods of payment can be the make-or-break difference when it comes to conversion rates for online casinos in heavily regulated markets.

Don’t hesitate to pay the players their winnings. If you don’t pay out in a timely manner, you could lose credibility and traffic. New players will stay away if they see negative reviews about your brand, and dissatisfied customers will abandon you for your competition.

Loyalty programs, bonuses, and tournaments

One popular way to increase players’ loyalty is with VIP and loyalty programs that motivate users to keep playing on your platform. VIP and loyal programs aid player retention by making players feel valued, and tournaments provide fun and excitement.

Real-time marketing

Providing personalized offers has a much higher chance of converting players than a blanket offer. Customer Relationship Management (CRM) systems allow you to tailor promotional offers to site visitors in real time, increasing the chance of player conversion by offering players something that appeals to them individually.

Read more about: Real-time Marketing in Online Casinos

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