If you’ve participated in the online casino industry for some time now, you know how highly competitive it has become. Looking at the numbers, Grand View Research estimates that it has already reached $19.11 billion and projects it to expand to $38 billion by 2030. That means the industry’s market volume will have doubled within the next five years. In response to this increasing competition, operators are now turning to other high-potential markets like football.
As you may know, football is the world’s most popular sport. Data from FIFA shows that it has approximately five billion supporters around the world. And not only do these fans watch the sport; they also connect with it emotionally. Think about the nervous buzz before a penalty that often feels like the entire city is holding its breath. Or better still, those times when friends huddle around a screen, shouting at every pass as if their collective energy could push the ball over the line.
Well, online casinos have noticed this energy and are tapping into it. But how precisely are they turning this passion into an opportunity for growth?
The magic of diversifying the product portfolio
Even in the online casino industry itself, just offering a one-size-fits-all experience no longer works. That’s why operators diversify their product portfolios to cater to numerous preferences as well as keep the gameplay fresh. An example of where this trend has taken shape is the UK. Within the casino games available online in the UK, players can now access live dealer options, slots and table games, all on one platform.
In the same manner, operators targeting football fans have made it possible to access live betting experiences and football-themed games under one roof. The beauty of football-themed games is how they allow fans to engage with their favourite sports in new and immersive ways. For instance, you might find slots themed around popular clubs or renowned players, where in-game football events trigger bonus rounds. Games like Maradona and Hot Shots offer such experiences.
With such games, you make the gambling environment more relatable, especially for supporters who might be venturing into the casino industry for the first time. Tying the gameplay to the sport they love helps reduce the barrier to entry by eliminating the intimidation factor and thus, encouraging exploration.
And to cater to fans who may want to place wagers as the game unfolds without switching platforms, integrating live betting can really be handy. Interestingly, live wagering now accounts for over 70% of all online sports bets, says LSports. So, incorporating it into your platform increases the likelihood of reaching an even wider audience. And when users can seamlessly switch between all these offerings on your platform, they’ll likely view you as a reliable brand, which could cause them to become loyal.
Plastering brands where sports supporters already watch
There’s a high chance that if you walk into any top-tier football league today, you won’t fail to see logos of casino brands on shirts, pitch-side boards and streaming overlays. As already mentioned, football draws the attention of numerous supporters worldwide. As such, digital casinos are now taking advantage of this popularity to increase their visibility. And the more visible a brand becomes, the more it embeds itself into fans’ memories.
This can actually result in better business performance. WiserNotify says 50% of customers are more likely to transact with brands they recognise than those they don’t. Besides visibility, sponsorships can help strengthen brand reputation.
These collaborations are just like word-of-mouth recommendations. In everyday life, when a friend recommends a company, you’re more inclined to trust it. And that’s just because the recommendation came from a close friend. Similarly, partnering with renowned football teams signals a casino’s reputability, which could lead to higher conversion and retention rates.
Mark you: online scams have become predominant in the casino industry. This is a big part of why many potential consumers must be able to trust a brand before they can transact with it. Thankfully, partnerships can help boost brand trust, as renowned teams will be less likely to welcome collaborations with shady operators. And when potential users trust your platform, they can easily take the leap and try out your offerings.
Excellent customer experience is non-negotiable
Like many other customers, football fans may never consider your platform if you don’t provide excellent customer experiences. To avoid disappointing users, operators now focus on seemingly simple things, such as offering seamless payment methods. A frustrating checkout process can negatively affect your competitiveness and discourage users from returning to your site. Imagine, according to BusinessDasher, 32% of customers will leave a brand they previously loved just because of one of these bad experiences.
That’s not a slight loss, especially now that acquiring new customers is becoming increasingly expensive. You also want to implement a mobile-friendly platform to avoid missing out on the growing number of mobile users. With responsive design, you’ll eliminate the need for fans to keep zooming or pinching your website, making it effortless for them to place bets and enjoy games regardless of the size of their devices.
In short, a big part of why online casinos bet big on football fans is the audience’s massiveness and emotional connection to the game. But these operators are not just blind in their approach. They target the football crowd by appealing to modern preferences such as the growing need for mobile-friendly and more realistic experiences.
