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How much do Reviews matter in iGaming?

In the world of iGaming, reviews can make or break a company's success. As a player, you rely on reviews to determine which Casinos, Sportsbooks, or Poker Rooms are worth your time and money. But just how much do reviews matter in iGaming? Let's take a closer look.

First and foremost, reviews serve as a valuable tool for players to assess the quality of an iGaming platform. With so many options available online, it can be overwhelming to choose the right one. Reviews can provide a glimpse into the user experience, including the ease of navigation, game selection, and customer support. They can also provide insight into the reliability of the platform, including the speed of payouts and the security of personal information.

Some of our personal favourites include Reviews.io, Trustpilot, Google Reviews and AskGamblers.

Additionally, reviews can help to establish a sense of trust between players and iGaming companies. In an industry where trust is essential, reviews provide a means for players to share their experiences and hold companies accountable for their actions. Negative reviews can have a significant impact on a company's reputation, leading to decreased player traffic and revenue. On the other hand, positive reviews can build trust and loyalty among players, ultimately leading to increased revenue and a larger player base.

Reviews also serve as a valuable marketing tool for iGaming companies. Positive reviews can be used in advertising campaigns to attract new players, while negative reviews can be used as a means of improving the player experience. Reviews can also help companies to identify areas for improvement, such as customer support or game selection. By listening to feedback from players, iGaming companies can continuously improve their platforms and stay competitive in the market.

So the main question is, what should Operators be doing to utilise reviews to their fullest?

First and foremost, a lot of operators don’t claim the platform they are reviewed on. On Trustpilot for example, a player can leave a review about a platform, without the operator even having an account with Trustpilot. This poses an opportunity for that operator. You have an external platform which you can now use to deal with customer complaints, reviews and feedback to improve everything from your customer experience, to UI Design. Listen to your customers, but most importantly, reply to them and create that 1:1 human connection.

Secondly, sometimes an attractive welcome bonus isn’t enough to persuade a player to register and deposit. This is mainly because; no doubt there is another casino out there offering the exact same as you.

Humans are essentially pack animals, they seek the approval of others and to join communities. If a customer has shared a great review with you. Why aren’t you showing off these reviews on your website? Instead of trying to persuade a player with a standard welcome bonus, show them how others felt whilst playing at your casino.

You can communicate these reviews onsite at crucial points in the customer journey using Onsite CRO strategies, such as iConvert offers, and target those customers leaving with reasons to stay and register.

Thirdly, Once a review is out there, it’s a lengthy process to have a bad review deleted. Word of mouth is the time and tested best form of marketing. If people are talking about you, you have interest in others too. The harder you work at creating a positive relationship with your players through 1:1 interactions. The more positive they will feel towards you.

With so many operators throwing money on faceless, robotic chat bots, you could easily create a greater return on investment by employing someone to wholly manage reviews and customer support.

Overall, reviews play a crucial role in the world of iGaming. They provide valuable insight into the user experience, establish trust between players and companies, and serve as a marketing tool for companies. As a player, it's important to rely on reviews when choosing an iGaming platform, and as a company, it's essential to listen to feedback from players and use it to improve the player experience. By doing so, both players and companies can thrive in the competitive world of iGaming.

Author
Kate Scowen
Business Development
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