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Why do casinos use bonuses to attract clients?

George Miller

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Understanding the different types of online gaming bonuses
Reading Time: 3 minutes

 

One of the most important aspects of online gambling is the bonus structure that the providers offer. This is so common among online casinos that those who don’t provide any interesting bonuses have trouble acquiring new customers. Bonuses not only diversify the gambling experience but also make the process more exciting. In fact, a large percentage of customers think the bonuses and special offers are one of the biggest distinguishing factors of online casinos. In a survey conducted by Casinoglobal, 59% of the respondents said that bonuses were one of the criteria they considered when choosing an online casino, 70% said free bets were important and 60% said they considered promotions and special offers as well when making these decisions.

There are several kinds of bonuses a casino might offer. Sticky bonuses are a very common way to incentivize new users. This is basically a certain amount of money deposited on the player’s account for free. The player can’t withdraw this amount directly, hence the name, but can gamble with it and gradually withdraw the winnings if certain conditions set out by the provider beforehand are met. This is a very common bonus type and also one of the bonuses sought out the most by the customers. There are also bonuses on the first deposit. After the customer opens an account and makes his/her first deposit, the casino might match that deposit and give additional funds to the player. Most often the deposit is doubled, but some casinos might even go as far as to triple or quadruple the money.

How do bonuses attract customers?

There is an obvious appeal of free money deposited to your account or a number of free spins in your favorite online slots. Although this ‘free money’ might be compensated for in some other way by the casino, the offer still seems very appealing. Customers, who are on a tight budget find it especially attractive to have their gambling power multiplied several-fold. The idea of gambling with free money seems less dangerous as well. While there might be some sort of compunction when using one’s own funds to gamble, it is much easier to gamble with the money that was deposited in the account for free.

When all of these benefits are taken out of the equation completely, there still remains a psychological factor associated with the words ‘bonus’ and ‘special offer’. These terms make it seem like the customer is lucky to have come upon this offer and saying no to it would be a missed opportunity. This is especially true for inexperienced customers, who might not have spent a lot of time browsing through different options and getting to know various offers.

Why are casinos so keen on providing the bonuses?

Nowadays, a casino is almost required to offer an appealing bonus because of the competition. As the vast majority of casinos offer some form of bonuses, the customers have gotten used to the idea that such features are available. Those websites that fail to provide adequate bonuses will simply fail to attract customers.

Although bonuses might seem like free money from the customer’s perspective, the casinos find it more profitable to offer them than no to. Most bonuses have conditions that only allow the customer to realize the benefits if a certain amount of customer’s own money is spent betting. Considering that it is more likely to lose in gambling than to win, the customers on average are better of skipping on bonuses altogether than starting to gamble with their own money in order to be able to withdraw the winnings.

Furthermore, when customers are given ‘free money’ it is less likely that they will go to look for other options without taking their chances at gambling with those free funds. If they lose, no harm has been done to the profits of the casino and if they win, they will be drawn in by the offer and spend more time with the casino than they otherwise would if they want to receive those winnings.

Interesting articles on this topic:

https://norskcasino.online/casino-nyheter/hvorfor-bruker-casino-bonuser-for-a-fa-kunder/

https://www.forbes.com/sites/briansutter/2016/11/04/6-clever-ways-to-acquire-new-customers/#154a24ec983e

https://everymatrix.com/blog/attract-keep-igaming-players-coming-back.html

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Nederlandse Loterij Appoints Sven Kramer as Brand Ambassador

Niji Narayan

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Nederlandse Loterij Appoints Sven Kramer as Brand Ambassador
Reading Time: < 1 minute

 

The Dutch National Lottery (Nederlandse Loterij) has appointed speed skater and four-time Olympic champion Sven Kramer as its brand ambassador.

Kramer joins the team of Nederlandse Loterij sports ambassadors in the run-up to the 2022 Olympic Games in Beijing. The deal confirms the lottery’s role as a partner of skating Netherlands and as a co-main sponsor of the Royal Dutch Skating Association (KNSB).

“Within the rich history of long track speed skating, Sven is the undisputed number one. As a partner of TeamNL, we have of course been involved in the Olympic Games for many years and have already enjoyed his achievements a lot. He is a great sportsman with an unprecedented winning mentality, which we as a gaming organization are big fans of,” Judith Keizer, Sponsor Manager of Nederlandse Loterij, said.

“When Lotto, one of the seven game brands of the Nederlandse Loterij, was a partner of the skating team, I already worked with them a lot and I got to know the Nederlandse Loterij as a committed partner with a real heart for the sport. I look forward to the collaboration,” Sven Kramer said.

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Entain Appoints Jette Nygaard-Andersen as its New CEO

Niji Narayan

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Entain Appoints Jette Nygaard-Andersen as its New CEO
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Entain plc has appointed Jette Nygaard-Andersen as its Chief Executive Officer with immediate effect. Jette is currently an independent non-executive director of Entain.

Shay Segev, the outgoing CEO, will remain available to Jette, the Board and management until July 8, to facilitate an orderly transition.

In addition, Rob Wood, Entain’s CFO, will have the role of Deputy CEO added to his current role with immediate effect, and Sandeep Tiku, Entain’s Chief Operating Officer, will be appointed to the Board later in the year.

Barry Gibson, Chairman of Entain, said: “We are extremely fortunate to have such an outstanding candidate and readymade CEO in Jette. She is already deeply immersed in Entain’s strategy, and clearly shares our ambition to be the world-leader in sports betting and gaming entertainment.

“Jette and I have been immensely impressed by Rob. He is extremely well regarded internally and externally, and the additional responsibilities will enable him to further develop his operational skills as well as overseeing a key tenet of our growth ambitions through M&A.

“Sandeep has been integral to the development of Entain’s unique proprietary technology platform, which is a source of significant competitive advantage. His appointment not only reflects his contribution to the success of Entain but is also aligned with our aim to have a broader range of experiences and inputs on the Board.”

Jette Nygaard-Andersen said: “I am very excited to have the opportunity of continuing the extraordinary momentum that Entain has in its existing markets, as well as helping it enter new regulated markets and reach new audiences. I am delighted that Rob has agreed to take on broader responsibilities and that the importance of our proprietary technology is recognised through Sandeep’s appointment to the Board. I am deeply wedded to Entain’s commitment to providing industry-leading levels of player protection, and to its philosophy that the most sustainable business in our industry will be the most successful business in our industry. I cannot wait to get started.”

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Dutch Gambling Regulator Imposes €600,000 Fine on Virtual Coin Gaming

Niji Narayan

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Dutch Gambling Regulator Imposes €600,000 Fine on Virtual Coin Gaming
Reading Time: 2 minutes

 

Dutch gambling regulator Kansspelautoriteit (KSA) has issued a fine of EUR 500,000 against the Curacao-licensed operator Virtual Coin Gaming (VCG) and a separate EUR 100,000 fine against an unnamed employee of the company for creating online games that the authority deemed to be games of chance.

VCG offered games via the websites www.futgalaxy.nl and nl.futgamer.com, which included online betting for football, hockey, and US sports, a FUT jackpot and game packs. Its online games were based on FIFA Ultimate Team (FUT), a card game that is part of the EA Sports FIFA video game franchise, in which players earned credits in the FUT video game either by purchasing these credits directly on www.futgalaxy.nl and nl.futgamer.com or by exchanging virtual currency earned in the EA Sports video game FIFA.

These game packs were a simulation of loot boxes found in the FUT-based FIFA video games in which players had the option to purchase six different packs with values ranging from 5000 to 100,000 credits. Highly rated soccer players were randomly added to the packs. Since the Dutch Betting and Gaming Act does not issue licenses for internet gaming, online games of chance are forbidden in the Netherlands.

Since 2018, in response to research that revealed a link between loot box games and gambling addiction, the KSA has focused on loot boxes, particularly in-game packs in FIFA video games.

The KSA pointed out that online games of chance violate the Betting and Gaming Act. According to the KSA, it was clear that this was a case of an unlicensed operator that specifically target Dutch consumers through the use of the Dutch language, the .nl domain extension and the use of the Dutch payment system iDEAL.

The KSA deemed the VCG game packs to be games of chance. Research carried out by the KSA in January 2019, bolstered by announcements on the websites themselves, revealed that participants generally are not able to predominantly influence their chances of receiving prizes from VCG loot boxes. The KSA also referred to a decision of the court The Hague of 15 October 2020 regarding Electronic Arts, which ruled that in-game packs (i.e. loot boxes) inside FIFA video games constituted games of chance.

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