iGaming Prospects in the Foreseeable Future

Gambling is a trend that has not lost its relevance for centuries. People have always been attracted by the opportunity to win, to receive income, without putting in much physical and mental effort. The only thing that has undergone radical changes in this niche recently is that gambling has gradually begun to move from classic casinos to the online environment. And for the past few years, the iGaming niche has been recognized as one of the most developing and rapidly growing. With a high degree of probability, this trend will continue in the future. This is evidenced by the high activity of regular players and the influx of new ones, an increase in the number of bookmakers, online casinos.

If you analyze the modern iGaming market, you can see that today it is concentrated billions of dollars. This is the area that has no boundaries, which contributes to the accelerated expansion of the market. There is also an active development of technologies that open up completely new ways of interaction between the user and gambling. So what awaits the iGaming market in the foreseeable future? What should those who directly participate in such games and those who work in this niche, as an option arbitrageurs, affiliate networks, prepare for?

As part of today's review, we will talk about what trends in the development of the iGaming sphere will be relevant tomorrow or in the distant future. This is what will allow you to prepare for the upcoming changes and ensure high results in your daily work without any risks and restrictions.

iGaming and legality: what to expect from this

The first thing that can be said with a high degree of probability is that in the foreseeable future, the online gambling market may well be classified as a legal business area in many countries of the world. True, subject to the availability of appropriate licenses and compliance with their terms in practice. This can be stated thanks to a large-scale campaign aimed at "whitewashing" all products that can be classified as part of the iGaming niche. But here a lot depends on which countries we are talking about. If you closely follow this trend, you will clearly see a connection between the level of development of the country and the measures taken in the field of gambling.

So, if we talk about Asian regions, the Philippines and other nearby islands, Latin American and African countries, then here, quite strict measures are still being taken to limit such games and counteract their spread. This is typical for most countries belonging to tier-3 regions. If we talk about the countries of the post-Soviet space, then the leader in such restrictions can be called Kazakhstan. In contrast, the countries of North America and Europe react more loyally to iGaming products. But here the emphasis is on the legality of such activities. Some local government regulators constantly monitor the availability of local licenses, challenge illegal actions, and impose their own requirements on those companies that issue gambling licenses like Curacao.

Along with this, there is also blocking of direct sites that have access to prohibited, offshore casinos and bookmakers in certain countries, as well as mirrors. But still, along with this, relevant advertising campaigns are actively launched, special sports media are created, the name of which is consonant with illegal bookmakers, a lot of other actions are taken, and quite extraordinary ones, in order to launch companies with licenses into operation.

But still, practice shows that in games with the state, the loser will be the other side. Therefore, the presence of a license is this is the only possible way to ensure stable work in this niche.

iGaming uses higher-quality modern traffic channels

Advertisers' control over players is constantly increasing. This is largely due to increased competition in the product market and a systematic reduction in the relationship between the casino and the players themselves. As a result, companies are forced to set stricter KPIs. Only if they are met will the arbitrageur be able to receive a well-deserved reward.

At the same time, there is already a decrease in the interest of players and customers in traffic through Facebook. The effectiveness of teasers, push notifications, and email newsletters has noticeably dropped. Modern users are less likely to fall for loud promises of big wins. And the main reason here is that companies, in order to save money on attracting a user audience, have simply stopped accepting such traffic. Their focus today is more on the same influencer marketing, SEO promotion, PPC, ASO.

And there is some truth in this, since such players are more active and, accordingly, bring higher profits to online casinos or bookmakers. Players attracted in such ways are more willing to make deposits, and stay on the same product for a long time. Moreover, they can return even if they are not promised bonuses or any other rewards for this. It is clear that the profit from such players will be much higher, which means that the initial investments can be afforded to be higher.

Moreover, there are prerequisites for the fact that the classic source of traffic will soon be replaced by more advanced platforms capable of providing truly high-quality traffic.

Geopolitical and financial stability in countries with average and low living standards

Today, in practice, there are often situations when customers ask to stop traffic in a particular country due to the fact that there are coups d'état, some financial crises or other actions that disrupt the usual rhythm of life. It turns out that in such countries, people do not have time, and in general, the desire to go online and place bets. If such trends decline in the foreseeable future, if social institutions begin to work more stably, and with them all the technical tools that provide stable and high-quality access to the Internet, then iGaming will continue to develop actively.

In principle, there are quite good prerequisites for this. If we take into account African countries, today access to the Internet is available not only in individual cities, but also in smaller towns. Also, problems with payments are gradually being eliminated. This is what makes the online gaming industry more accessible.

What game and slot formats should we expect soon

In parallel with the increase in the number of casinos and bookmakers in the world, there is a significant increase in the number of providers that specialize in developing slots for subsequent rental. If we talk directly about games, their number is already in the thousands, which opens up quite a wide range of options for players. Here we are talking not only about solutions that can be called classics over the past decades, but also about fairly advanced modern products. They are distinguished not only by more modern, interesting rendering, but also by completely new mechanics. This is what really attracts the target audience.

If you analyze the last couple of years, you can identify games that are of increased interest to people. This includes everything that falls into the “crash” category. This era began with Aviator, then the baton of championship passed to Minesweeper, Plinko, etc. Today, further developments are actively carried out in this area with an emphasis on the transformation of interaction with the product, new methods and tools are being thought out. This is what will allow you to hold the attention of the target audience for a fairly long period of time.

The betting vertical is becoming more and more variable

Gambling is far from the only area where advanced technologies have been actively used. In the field of sports betting, quite a lot of new tournaments have also appeared in unusual formats. Along with the emergence of new events and teams, a serious transformation of existing solutions is observed. Thus, relatively recently, the rules for the draw of tournaments within the Champions League have undergone significant changes.

In addition, new sports games are entering the market, the diversity of solutions presented in the field of eSports is especially striking. And if you are familiar with this niche, then you probably know that a couple of years ago, bets were accepted exclusively on CS and Dota. There were simply no other options at all. Today, almost any bookmaker accepts bets on Valorant, Starcraft, Warcraft, Call of Duty and several dozen similar options. In addition, along with single games, team games are also widely represented, both computer and mobile.

In parallel with new mechanics and several event options, unique bonus systems are also launched. Along with sports, other areas are also actively being developed. Now players can interact more fruitfully with the bookmaker. That is, everything is aimed at keeping a person's attention as long as possible. No matter how trite it may sound, but most people who place a bet always end up in the minus. This can happen in a short or longer period. But the main thing is that the player will be on the same platform all this time, because there is interest. Accordingly, the platform's profit will grow. That is, even the arbitrageur himself already benefits from attracting the audience to such products that can hold attention for a long time.

That is, it is important to understand that in order to hold the attention of the user audience, it is necessary to put a lot of effort into modifying the products themselves. That is, you need to look for something that will not only attract new customers, but also make it so that players simply do not want to leave a certain platform. This will be facilitated by the launch of bonus programs, expansion of variations in placing bets, tournaments that involve access by game KPI, as well as the introduction of a number of other measures that will help a person see a truly high-quality and reliable product in front of them. This is the only way to expect a backlash - investing money.

Cryptocurrency will become a means of widespread use

Currently, cryptographic currency is very actively distributed on the market. In many areas, it is already used as an alternative means of payment. This is largely due to the fact that it is still practically not affected by providers and regulators. And anyone can use it. To do this, you just need to have access to the Internet and the appropriate wallet. Yes, licensed offices today do not really interact with cryptocurrency, at least in most countries of the world. But the rest of the iGaming business is already very actively accepting deposits in crypto and paying out winnings to it, transferring them to blockchain accounts. This is really convenient, effective, which can rightfully be called one of the most significant advantages.

But the use of blockchain technologies as a means of payment is only one side of the coin. Today, they are also actively used directly in game mechanics. So, today there are already a huge number of products that are completely built on cryptocurrency. So, along with the random number generator and dry random, game mechanics, slots, options for implementing losses and wins, built using advanced technologies, are actively developing today.

Expansion of the market of mobile applications in the iGaming sphere and platforms for their placement

Today, a situation has developed where two monopolists are represented in the market of online application stores: Google Play and App Store. But they are not just actively fighting against all advertising related to iGaming products, but also blocking applications that arbitrageurs use as pre-landing pages for casino offers, namely to spin ads on Facebook, thereby simplifying their work.

Such a restriction has led to the fact that many specialists working in the iGaming field have begun to increasingly intensively study alternative platforms in an attempt to find a solution where they can easily promote the pre-landing pages they need for work, those that Google Play and the App Store have banned. By the way, today you can already find examples of the practical use of Chinese analogues, namely Huawei Ads, Xiaomi Ads. If such tests prove effective in practice, then there is a high probability that other alternative platforms for arbitrageurs will appear.

Merger as a mandatory stage for development

Here, everything works according to the classic principle: whoever is stronger is right. That is, the idea is that any competitor can be simply forced out of the market, if not by its own authority, then at least by volume. This is also typical for the iGaming niche. Over the past few years, the tendency to unite large brands has become obvious. These can be different formats, ranging from collaboration to a complete merger with the formation of a single legal entity. What do we have as a result? More opportunities to promote your products on the market, increase recognition, and form the highest possible level of trust among the audience. At the same time, the costs of promoting products increase significantly, because the stake is on success and in most cases it fully justifies itself. Therefore, we can confidently say that consolidation will continue, and quite intensively.

And this trend should be understood by everyone who plans to work in this market in the future. The thing is that if you come out with a new product, but no one knows you, then there is a chance of success, though in a niche where there is simply no serious competition. But what will happen if you get to a place where an oligopoly has already formed and there are enough solid brands? Your attempts to break through here will be reduced to a minimum, and in some cases even to zero. Here it is necessary to introduce fairly strict regulations on the market, form appropriate antimonopoly authorities, otherwise in the foreseeable future the entire sphere of iGaming products will belong to literally a couple of leading corporations.

And here is a little advice for start-up companies: find other organizations that have found themselves in the same situation as you, unite into holdings. This way you will no longer be one on one with monopolists and will feel more confident.

Increasing gamification indicators

The modern market is changing, adapting to the demands of the user audience. So, if we talk directly about players, it is not enough for them to just get access to a particular game, even if it is very interesting and variable. Moreover, many do not even focus on winning. The entire process that will take place around them is important to them. This leads to the fact that new game mechanics will be constantly introduced directly into the process of interaction between a person and a product. One example of this is the ability of players to communicate with company representatives through various offline activities or the same social networks.

Gamification of the future is not just cool technologies devoid of individuality, with an abundance of robotic elements. Here, such game processes will be actively introduced in which it will be possible not only to place bets, but also to be maximally involved in the product, to take a direct part in its development. Alternatively, by analogy with bookmakers, which hold competitions to accurately guess the score in a particular match, today a similar trend is used in casinos. In particular, tournaments, cashbacks in random slots, a common scoreboard, heated machines, etc. are launched.

Integration of artificial intelligence iGaming products

We have repeatedly said in our reviews that neural networks and artificial intelligence in general are very actively being introduced into many processes and areas. The iGaming product niche is no exception. Thus, providers today are already using these capabilities to generate different variations of games, play with design, and layout. This helps to create the most striking and effective solutions. The companies themselves, working in this market segment, use neural networks to analyze a huge number of metrics, developing the most effective strategy for promoting their products, thereby reducing the burden on their own staff. And artificial intelligence is very often used today as an initial link in the work of the technical support service.

In the near future, the implementation of neural networks in the gambling niche will be even deeper. Such technologies will be used to process huge amounts of data. With their help, launched companies will be analyzed and development strategies will be created that will prove to be the most effective in practice. Moreover, neural networks are already actively used in the field of personalization of the approach to players, helping to avoid platform abuse.

But here you need to be extremely careful, since there are always 2 sides to every coin. And it is not limited to positive aspects. In this regard, the iGaming product niche is too vulnerable. Both hackers and ordinary, so to speak, unscrupulous players also know how to use artificial intelligence technologies. Today, there are situations when a neural network creates a copy of a passport in a few minutes, forges a photo. It is difficult to say whether neural networks will bring advantages or disadvantages to the future, but in any case, their influence on various spheres of human activity, including gambling, will be quite significant in the near future.

The growth of influencer marketing in the iGaming niche

Today, many businesses are already actively attracting opinion leaders to promote and advertise their own products. This trend is systematically spreading to the gambling niche. And here everything is clear, since impersonal advertising, even the most creative, unusual and effective, will never have the same effectiveness as attracting the services of media personalities. Even if we compare universal gambling creatives and the emotions that famous people evoke in the audience, the advantage will clearly be in favor of the latter. But here it is important to choose the right media personality. Ordinary people will "go" in such advertisements worse than those who have gained high popularity in the gambling industry.

Today, the market can already see more than one combination of an opinion leader and a traffic owner who have established quite fruitful interaction and continue to actively develop in this area. Moreover, many casinos independently create influencers for themselves. That is, they take an ordinary person and form an opinion leader out of him in their niche. For this, separate media centers are built, the popularity of a person is pumped up specifically in relation to a certain casino or related products.

If we move on to examples, the most striking solution here can be called Askhab Tamaev and the 1win rackets. The online space is literally littered with memes on this topic. And despite the fact that most users understand that “iron income” this is a joke, a prank, traffic continues to gain momentum.

Changes in the dynamics of games

Along with all the other changes, radical transformations are also happening in the dynamics of games. This is largely due to the integration of game blocks with elements of skills and gamification. As a result, a sense of rivalry, competition is created, the weight of achievement increases. The process itself becomes more interactive, exciting, which helps to retain the attention of the audience. Skill-based games allow people to influence the results thanks to their own experience, knowledge, thoughtful strategies. This is what ultimately contributes to the emergence of a new era of iGaming products. This is what creates the effect of competition.

Along with skills and gamification, modern online casinos also have a significant impact on the dynamics of games. Today, advanced innovations, technologies, and solutions are actively being introduced here. These are no longer classic gambling platforms, but maximum interactivity, access to a wide range of games, slots, communication with live dealers. Such changes can rightfully be called revolutionary in the field of games and entertainment. And all this can be implemented thanks to modern digital technologies.

Increasing advertising budgets

This is the trend that will be implemented in the near future. As we already said in the previous paragraph, companies working in the field of iGaming products will unite with each other, which will allow them to increase advertising budgets, thereby increasing the effectiveness of promoting their products on the market. We are talking not only about brands promoting online casinos, but also about media buying teams. Today we can say with confidence that the following channels and methods will be used for promotion in the coming year:

• classic SEO promotion;
• paid advertising;
• affiliate marketing;
• affiliate marketing, etc.

In practice, SEO will still give the greatest results. The principles that underlie it will apply to absolutely all areas, including the niche of gambling and bookmakers. But here, companies that have been operating in the market for a long time will feel most comfortable. It will be extremely difficult for new players to break into highly competitive niches through SEO. That is why it will be more expedient for them to rely on advertising exchanges, launch affiliate programs.

But, regardless of what tools you use here, the main task is to build trust in the brand. And this means that your entire promotion strategy should be built on commercial indicators. And the first thing that needs to be implemented here is ensure high recognition of the company or a particular product, prove its credibility and reliability.

Increasing the influence of the iGaming niche on people's lifestyles in general

Today, we can confidently say that the influence of iGaming products and technologies will extend not only to the gaming industry, but will also have a general impact on the lifestyle of ordinary people. This includes changing habits in the entertainment sphere, increasing the impact on the social sphere. Further, much attention will be paid to maintaining a balance between the game and real responsibilities.

Even today, it is noticeable how much people's attitudes towards leisure have changed. Traditional entertainment is gradually being replaced by solutions presented on iGaming platforms. This is convenience, excitement, no need to leave a comfortable environment, but at the same time to distract yourself from everyday life, routine household chores, professional responsibilities.

Along with this, iGaming products have become an element for social interaction. Today, there are already a huge number of thematic channels, communities where you can meet like-minded people, the same enthusiasts as you. And there will be no geographical boundaries, people can communicate without any restrictions. Also, do not forget about the launch of multiplayer games, games with real dealers, which will help establish close relationships, contribute to the constant retention of attention. Players will be able to share their achievements and adventures in the online environment in real time. That is, relationships will be built and maintained beyond physical boundaries. This is relevant for many areas, but in the iGaming environment, the results will be more impressive, since there is excitement here.

Changes in legislative and regulatory aspects

Relevant regulations today are what plays a key role in the development of the iGaming industry niche as a whole. At the beginning of the review, we said that only those companies that operate within the framework of legal requirements can count on effective development. And here it is very important to implement a responsible approach to gambling, to ensure that the consequences for advertising and marketing strategies are not catastrophic.

Here it is important to ensure security and stability not only for business representatives, but also directly for people who are fond of gambling. We are talking about the implementation of a number of initiatives, including the launch of deposit limits, the provision of resources for users who have already encountered gambling addiction, adding the ability to self-exclusion. These are the measures that are extremely important in the era of high popularity of gambling. But again, we want to draw attention to the fact that all these measures must be implemented at the legislative level of countries of the world, and also strictly followed by companies providing such services.

In more developed countries of the world, all legislative regulations have been in effect for quite a long time. But still, many online casinos and bookmakers work in the shadows. This means that measures should be taken to encourage them to obtain the appropriate licenses.

Let's sum it up

Everything we talked about in today's review confirms that the iGaming products market will continue to develop, undergo certain transformations, become more dynamic and interactive. Live communication, the opportunity to demonstrate your own knowledge, skills, and experience in creating the most effective strategies are added here. But we must not forget about the huge number of restrictions that exist today in this area. In some cases, they will not only prevent you from scaling your profits, but will also completely limit access to certain sites and additional tools.

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