EvenBet Gaming speaks on the current trends and the trickiest challenges for the online poker operators that caused the biggest headaches in 2021.
This year, as the pandemic was moving slowly back and the world returning to normal, the iGaming growth boosted by the lockdowns needed to be secured and supported by the innovations and changes for further development. Online poker during the pandemic has experienced a true revival with a notable increase in both players" numbers and revenues. What should do the operators, if they want to see the revenue curve rising further? EvenBet Gaming shares some insights.
Mobile UX: Impossible to Overestimate
We are long past the time when while choosing a software platform, an operator would check desktop or web applications first. Even in conservative Europe, over 45% of players are already mobile, and in the emerging markets, including the USA and LatAm, the mobile users share is predominant.
In 2021, our general focus in UX and UI development was definitely on mobile applications. Today, players demand that mobile poker has the same functionality as desktop one: the choice of games, the personalisation, the game settings, and the player-to-player interaction options must all be available. Yet, the challenge is to keep the user interface simple and easy to navigate without sacrificing any features and facilitate the player"s journey in the app to ensure their engagement.
It is exactly as complicated as it sounds: for redesigning our mobile poker UI, we had to use all our expertise acquired since 2004, the best practices from video and casual games, the analytics data on users" behaviour in the apps, and the insights from our customers. But it"s completely worth the struggle, as now, mobile is the future of iGaming.
The redesigned mobile poker app by EvenBet will be available as an open demo in December 2021.
Best piece of advice: if your mobile app UI was not significantly updated for more than two years, it"s time.
Marketing: Poker-Specific Tools
Ignoring the game-specific promotion mechanics will surely decrease your revenue and player lifetime value. While for acquiring the traffic, most iGaming companies rely on the same tools: affiliates and agents, PPC, etc., poker has unique loyalty and engagement boosters that proved to guarantee long-term success.
Now, it"s even more important for an online poker operator to create a rewarding rakeback program, refine constantly a tournament grid for increasing engagement both for newbies and for seasoned players, and monitor thoroughly the ROI of bonuses and jackpots. Of these tools, tournaments require specific attention: modern poker platforms provide dozens of their variations, and with additional settings as knockout and bounty rewards, multi-entries, rebuys, etc., the operator"s flexibility is nearly endless. However, in most cases, each audience segment would be attracted by different tournament types: for example, new players will be eager to play in a freeroll but will become an easy target in high-stakes games with a guaranteed prize and a knockout bounty. One needs to balance tournament models and stake sizes so that players could find themselves a perfect tourney, whatever their skill and budget.
Best piece of advice: get to know all poker-specific tools. We at EvenBet Gaming have created a free poker marketing guide: get your copy on our website.
Competition: Is There Room in The Market?
With enormously strong players in the market - PokerStars, 888, GGPoker, PartyPoker - we hear that question often. And many casino and sports betting operators prefer joining an existing poker network other than promoting their poker offering and creating their liquidity.
Yet, many markets are far from being saturated, and global poker giants often cannot provide targeted offers for local players. In South and Latin America, due to the complicated payments processing and localised marketing and support, local companies win. Whenever it comes to the audiences with specific needs or preferences, languages, players" skills (we all know how many pros and "sharks" there are in the global networks!), there"s a huge chance to open a successful poker room.
Above all, to compete an operator needs to understand their market fully and identify their strongest advantages.
Best piece of advice: probably, you will never beat Stars or GGPoker globally. That doesn"t mean that you won"t get enough players.
About EvenBet Gaming
EvenBet Gaming is an online gaming software developer with fundamental expertise in the online poker vertical. The company has been creating online poker platforms since 2004 and has launched over 130 poker rooms in more than 30 countries its platform is licensed by MGA and certificated by GLI and iTech Labs for various markets.Watch the video demo of EvenBet poker software:
Download free e-book on online poker marketing