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Ipsos Research: Dutch iGaming Market Sees No Rise in New Customers

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The opening of the online gambling market on 1 October 2021 has not led to a large increase in new customers who previously did not participate in online games of chance. This is evident from the Online Gambling Barometer, an annual survey of the Dutch online gambling market conducted by Ipsos on behalf of NOGA, the Netherlands Online Gambling Association. The number of Dutch people who have played online in the past twelve months has remained the same compared to last year; about 11% of the adult population.

Of the Dutch who have played online since 1 October 2021, 78% have only done so with providers licensed in the Netherlands. This means that Dutch people who previously played online anyway now largely do so in a safe and responsible environment, where consumer protection is key. Visits to illegal gambling sites, without a licence from the Netherlands Gambling Authority Kansspelautoriteit, have decreased drastically.

The new edition of the Online Gambling Barometer, which was published in full on the NOGA site, also shows that since 1 October 2021, the Dutch are seeing a lot of online gambling advertisements on television. A large part of the Netherlands welcomes far-reaching restrictions on gambling advertising. There is support for measures such as not allowing advertisements with famous sportsmen or role models, allowing TV advertisements only after 21.00 hours in the evening, and a ban on advertisements directed at young people and vulnerable groups.

Finally, it appears that most players find playing at an illegal site risky, but 70% of them do not know how to distinguish a Dutch-licensed provider from an illegal one.

Peter-Paul de Goeij, Director of NOGA, said: “The Online Gambling Barometer of Ipsos provides useful insights every year. It appears that the channelling of players towards the legal offer is well underway. We must, however, do everything in our power to keep the 78% of the players who have already been channelled to the local licensed offer, and to make the last 22% that still gamble illegally, choose for licensed providers. The Barometer also shows that 5% of the Dutch population belongs to the risk group for gambling problems, and among young adults this is 8%. It is this group that we must protect as much as possible against the risks that are inherent to gambling. This is only possible if they gamble with providers with a Dutch licence. Advertising is irritating, but it helps to achieve this goal – especially if it becomes even clearer that only legal providers are allowed to advertise.”

Industry News

Amusnet Ranks Among Italy’s Top Casino Providers

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Amusnet Italy is the fourth-best casino provider in the country for June 2024, according to iGaming Tracker. The company has made a significant leap in the rankings, advancing three positions to secure the fourth spot. The achievement is underscored by a 1.1% increase in market share, reflecting a substantial gain in visibility and preference among online casino operators and players. This rise reflects Amusnet’s growing influence and effectiveness in the Italian market, demonstrating the company’s leading place among the industry’s top providers.

Several notable accomplishments have bolstered Amusnet Italy’s presence in the country. The company’s commitment to excellence was recognised with the prestigious Gold Award for Casino Content Supplier 2023 from EGR Italy last November. Furthermore, Amusnet has added six new partnerships with operators since January, bringing the total number to over 30, and has maintained a robust portfolio with over 100 certified games. Additionally, Amusnet Italy has released 14 new games since the beginning of the year, with more games planned for release by the end of 2024.

Polina Nedyalkova, Director at Amusnet Italy, said: “We are incredibly proud of our progress and the milestones we have reached. This ranking highlights our leading position in the industry and our dedication to delivering high-quality, engaging gaming experiences to local players. Our advancement to the top position underscores our growing influence and effectiveness in the Italian market, and we look forward to continuing this momentum and bringing even more top-notch games to our audience.”

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Affiliate Industry

Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity

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Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity
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In a highly competitive “bonus blitzing” affiliate market, the only real winner is the bonus hunter. These affiliates may be sending traffic through to their partners in volume, but many of their users are just looking to play through a good deal, never to return.

At Slots Temple, we believe the “stack ‘em high, watch ‘em fly” approach to aggressive bonus-driven traffic no longer flies. We wanted to focus on improving the quality of the traffic and that meant doing things differently.

We began life as a site that offered free demo games and slots tournaments, and this helped to build a highly engaged base of players that genuinely loved playing slots. But we wanted to take this to the next level.

When we were awarded a UKGC gambling license in 2022, it meant we could offer cash prizes for our free tournaments. And then the next logical step was real-money tournaments in the UK with juiced-up prize pools, and ultimately real-money slots.

To create better quality traffic, you need to engage with your customers to better understand them and foster loyalty. It helps if you have a unique value proposition to increase the stickiness of your brand and engage audiences more effectively.

Our real money tournaments are a real UVP and are proving wildly popular with our users. The stakes we offer are low. You can play a slots tournament for as little as 1p, and the free-play model remains a large part of what we do – exclusively so outside the UK.

Ultimately, we want to be a safe place for players, which is why offering low stakes games is important. It’s about fostering a player base that trusts us and feels comfortable playing with us.

Yes, we’re blurring the lines between affiliate and operator, but our players know we’re not just chasing profits at the expense of everything else. Ultimately, our players see us primarily as a destination for fun play and prizes, and it’s important that we maintain that balance. If they thought we were simply out to rinse them, we’d lose their trust, and they wouldn’t come back.

Instead, it’s about offering more choice and increasing that stickiness. It also helps us better understand what games our players like to play so that we can offer more personalized recommendations.

And this is how real-money slots tournaments can really increase the quality of traffic. If a player has been playing a certain slot in a real-money tournament, for example, and wants to play at a partner site, we can guarantee that we are referring a player who is already highly engaged with the game and is ready to transition to higher stakes.

Of course, within the framework of real-money tournaments, it’s important to continue diversifying offerings by devising new formats. We have turbo tournaments, risk tournaments — a multitude of formats and price points so everyone can play the way they want to.

Our real-money tournaments are further enhanced by what was always a highly gamified platform. So, we have leaderboards, Xpoints, rewards chests, and challenges.

Continuous challenges, incentives and rewards keep users engaged over the long term. These elements can appeal to users’ competitive nature and desire for achievement, as they play for bragging rights. This enhances social elements and encourages them to engage frequently with the product

Adding fun and playful elements enhances the user experience beyond the tournaments themselves. Regular rewards and recognition prevent burnout and keep users motivated. And engaged and motivated players are more likely to become passionate about the brand.

Creating a player base that produces true value to your affiliate partners requires a number of the right ingredients, plus a lot of care and attention. But the affiliate landscape is changing, and affiliates need to get creative to get sticky.

 

Author: Fraser Linkleter, CEO at Slots Temple

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Industry News

iDenfy Launches New AI-powered Utility Bill Verification Tool

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iDenfy, a Lithuania-based identity verification and fraud prevention software provider, has launched its new automated utility bill verification solution. This innovative tool is designed to enhance the efficiency and accuracy of the proof of address (PoA) process, as well as provide businesses with a powerful tool to ensure anti-money laundering (AML) and Know Your Customer (KYC) compliance.

iDenfy’s automated utility bill verification service uses advanced AI to extract and compare utility bill information with customer details in multiple non-Latin languages within approximately 20 seconds. This new addition to iDenfy’s RegTech service package includes key features such as full name verification, as the system extracts and compares the full name on the utility bill with the customer’s provided details, as well as address validation, which verifies the user’s full address in any language or format. This helps companies scale, especially those that operate in global markets or have various partners from different jurisdictions.

According to Domantas Ciulde, CEO of iDenfy, this is a must in today’s landscape as regulations evolve and companies like crypto platforms or fintechs are required to conduct address checks. However, according to Ciulde, there’s a challenge when it comes to user experience, as additional checks like PoA verification add friction for the end user. For this reason, iDenfy’s team wanted to balance out the time that it takes for the customer to complete the address verification by tailoring a balanced solution, utility bill verification.

“With the utility bill verification solution, our goal was to streamline the process and use AI to widen our capabilities, in this case, accept new formats in more different languages for companies that want to scale faster and offer their customers a seamless address verification check,” Domantas Ciulde, CEO of iDenfy, said.

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