Why is personalization so important?

At first glance from bettors, the online gambling industry appears to be made up of interchangeable operators, all offering more or less the same thing. And, as the industry itself isn’t too old in the grand scheme of things, the push for differentiation hasn’t been as strong as it has been in online shopping channels, streaming services, and social platforms.

Generally speaking, operators have attempted to offset product similarity by concentrating on price differences, which has caused their profit margins to narrow. Also, despite the general enthusiasm for the online gambling industry, the cost of acquiring new customers from competing operators has increased due to market-wide, price-based advertising tactics that include "free money" promotions such as welcome bonuses.

A pricing war is not a long-term viable strategy in the oversaturated gaming industry; true distinction should come from other areas – and one of those areas is personalization.

The picture today

As technology has advanced over the past several years, standards of personalization have been rising quickly. It has evolved from a catchphrase to a genuine source of differentiation. Today, it's all about the player, as opposed to a while ago, when it was all about the product. However, The iGaming sector lags behind other e-commerce sectors. For instance, Netflix has seen a shift in its user base from those looking for specific films to those just watching the suggestions. There’s no reason why operators can’t offer the same, so it’s time for a change.

Recommendations and relevancy

A key component for the future of personalization is offering recommendations for games that are pertinent to a player's circumstances and specific needs. The increase in conversion rates and transaction value is driven by relevance, especially when that relevancy is executed intelligently.

Personalization can be used dynamically, based on preferred sports, game schedules, device types (such as mobile or desktop), geolocation, time of day, and even real-time behavior.

Putting the player in the middle

Due to the rising costs of attracting new players and keeping hold of existing ones as well as the limitations on advertising, many operators are struggling to draw in and keep hold of customers. Players should always come first, and operators that have products that offer personalized experiences are more likely to succeed in the long term.

In iGaming, personalization entails knowing which market group your players fall under, what their gaming preferences are, what they're trying to achieve, and why they should trust you as their operator. Understanding target markets and players' behavior through data and technology creates a better foundation for iGaming player acquisition and retention methods that are more intelligent and successful.

For operators offering both Sports and Casino betting, the potential benefits of future personalization are even more alluring. For example, once an operator knows enough about the bettor’s habits on a Sports betting platform, they can create special promotions to offer them Casino experiences based on what is already known about their preferences.

A new Era is coming

So, that’s where things stand now. But what about tomorrow? Just like any other technology, the future of personalization is going to need to continue evolving alongside customer needs and expectations. For global iGaming supplier, Delasport, this evolution is already in full swing.

Known as the "MY Era", Delasport is on the verge of something big. And, as the name suggests, it is the beginning of something long-term, where personalization is the focus, and players sit firmly in the middle of their experiences. The "MY" products, as the name implies, will give players a sense of ownership and belonging by providing only the content they specifically request. They effectively control what they see.

My Sportsbook and My Event Builder

The ‘"MY Era" starts with two products, each offering a different way for players to bring their betting in line with their interests. First up, we have My Sportsbook, which serves bettors with a questionnaire on their first time logging in. Through this, the players can indicate what their interests are in terms of sports, leagues, teams, and so on, creating a custom lobby for future logins. This means that they’ll be taken straight to the action without the need to scroll and search for their favorites. This level of convenience is especially important for mobile screens, as navigation is naturally more restricted due to the display size.

Then we have My Event Builder, which gives bettors something completely new: the chance to create their own unique custom events to bet on. They can choose two teams from completely different leagues, who aren’t even scheduled to play at the same time. For example, a bettor can create an event between a small local team and an international powerhouse, who would never play against each other in the real world. They can bet a score of 3:2 in favor of the small local team, and if that team scores 3 in their game against someone else, and the international team scores 2 in theirs, the player has won their custom bet. This essentially means that there is an unlimited combination of bets they can place, where their imagination is the only limit.

Looking forward to the future

My Sportsbook and My Event Builder are just the beginning. Delasport is working on creating a similarly powerful feature for our Casino offering, which will once again reinvent how operators engage players looking for deeper and more rewarding experiences.

As for what the future holds for personalization, it is likely that machine learning and AI will continue to lead the way. But, learning about the player is not just about gathering data over time. The "MY Era" is unique because it does the unthinkable: it actually asks the player what they want to see without making assumptions. Of course, data and analysis of betting patterns can support in many effective ways, but the future of personalization also needs to have a more human approach.

The post The future of personalization in iGaming first appeared on Delasport.

In our Estonia iGaming market report, we look at the setting in Estonia, what the rules are, who is playing, and what tomorrow may bring to one of the EU’s most promising betting landscapes.

Contents:

Current gambling market in Estonia
Online gambling legislation in Estonia
Advertising rules for gambling in Estonia
Preferences of Estonian gamblers
Popular sports to bet on in Estonia
The future of gambling in Estonia

Current gambling market in Estonia

Estonia has long been known to be a preferred location for iGaming operators because of strong infrastructure elements, including a progressive legal framework, political stability, top-notch telecommunications, and a firmly developed financial services sector. As a result, many gambling websites operate out of Estonia, spanning across Sports, Casino, bingo, and more.

Recent studies estimate that 70% of Estonians have participated in betting for real money in their lives, with nearly half of the population of gambling age having paid for gambling in one way or another over the past two years. About 40% of adults have gambled offline, compared to about 30% of adults who have gambled online. Although as more operators enter the country and technology continues to evolve, the dominant and preferred way to go is on an online betting platform.

Online gambling legislation in Estonia

Estonia is a former Soviet Union republic and therefore has a brief gaming history as the USSR outlawed all forms of gambling. However, today paints a completely different picture.

There are two pieces of legislation that regulate all gambling in Estonia, making up the regulatory, taxation, and legal framework for all types of online betting.

The Lottery Act of 1994 and Gaming Act of 1995

After Estonia gained independence and made gambling legal, these two laws were the first gambling regulations to be enacted in the nation. A state lottery, which was a monopoly, was established under the Lottery Act, and the Gaming Act of 1995 was passed to make all offline gambling in Estonia legal, including betting shops.

The Gambling Act

This law, which was passed in 2009 and went into force in 2010, dealt with online gambling in Estonia. The Gambling Act of 2009 was the first law in Estonia to address internet gambling, whereas earlier legislation (The Gambling Act of 1995 and the Lottery Act of 1994) concentrated on offline gambling. The requirement for a gaming license was established by this Act and is still in effect today. The law also specifies which types of online gaming are permitted.

The Gaming Act formerly mandated that all servers be situated in Estonia, but that provision was removed in 2012 after the Act underwent modification. Operators are permitted to conduct business in Estonia under this amendment, provided that their servers are situated in a country or territory with a valid license. Additionally, the nation where the server is located must liaise with the Estonian Tax and Customs Board.

Don’t miss the opportunity to read our market report about Online Gambling in California!

Advertising rules for gambling in Estonia

The 2008 Advertising Act, which put a complete ban on advertisements for casinos and sports betting, governs the promotion of gambling services and goods in Estonia. The only area of gambling that is exempt from the ban is the lottery.

The document only permits the promotion of gambling games in the following circumstances:

• On the premises of the gambling venues (such as hotels)
• Messaging over email, phone, or the post if the individual is subscribed and can cancel that subscription at any time of their choosing
• Sponsorship announcements in form of outdoor advertising
• On board international ships/planes and in airports
• On official operator websites

Preferences of Estonian gamblers

As touched on earlier, a study of the Estonian gambling market was undertaken by statistics firm, Kantar Emor in 2019, showing that 70% of the population had gambled at some point in their lives.

According to the data, men between the ages of 30 and 39 make up most gamblers in Estonia. The offline gambling market is dominated by men from rural areas, especially those aged 40 to 49.

Back in 2019, there was a more pronounced preference for land-based gambling over online games, but following the pandemic, the difference has been narrowing rapidly. The study also showed that people living in rural areas are more likely to participate in lottery drawings and other offline games of chance, while urban residents choose poker and casinos.

In Estonia, both online and off, the lottery is the most popular game of chance. Over the last few years, 36% of Estonians participated offline and 25% online in lottery raffles. In terms of other games, the study highlights that 7% of the population plays slot machines, 6% bet on sports, 5% play casino games, and 11% play other general games.

Popular sports to bet on in Estonia

As Estonia is a European country, it stands to reason that football tops the list of sports bettors’ preferences. As well as international competitions, the English Premier League is highly popular.

Other top football tournaments and leagues that Estonians bet on include La Liga, Major League Soccer, Bundesliga, Serie A, French League One, etc. Then there are the domestic competitions including Meistriliiga, II liiga, III liiga, IV liiga; Naiste Meistriliiga, Naiste Esiliiga, Naiste II liiga, the Estonian Cup, Estonian SuperCup, and the Estonian Small Cup.

Basketball is a popular sport in Estonia, where the Korvpalli Meistriliiga is the national championship. However, Estonians also wager on basketball events held in other nations, such as the NBA. Other popular sports include horse racing, ice hockey, Volleyball, tennis, rugby, and Esports.

The future of gambling in Estonia

The current system looks to be beneficial to operators, regulators, and gamblers alike, and there doesn't seem to be much appetite for a significant change in Estonia's betting laws. Additionally, to attract more foreign operators to apply for licenses, the Estonian government may decide to reduce licensing prices in the future.

As the general legislation seems to be in a stable place, responsible gaming is coming into focus. There have been suggested changes with a player protection and safety focus, such as a nationwide self-exclusion list. To position themselves as proponents of responsible gambling, many operators will think about incorporating them.

With such a stable industry landscape, Estonia remains as one of Europe’s safest bets for suppliers and operators, and when it comes to online betting, the sky is the limit.

The post Estonia iGaming market report: A safe bet first appeared on Delasport.

The state’s lawmakers, poker room operators, and Tribal casinos are locked in an ongoing dispute, all with their own agendas and priorities, making a resolution difficult.

In our latest iGaming market report, we look at the current status of online and sports gambling in California, what the disputes are, and what the future may hold for the Golden State.

Table of contents:

Online gambling in California
The major players in California’s gambling complexity
The Tribal factor
Card rooms
The current campaign for sports betting
Conclusion

Online gambling in California

Currently, most online gambling activities in California are prohibited, including poker, sports betting, and casino games. However, there are a few exceptions, including horse betting sites, daily fantasy sports, sweepstakes, and social casinos. There are currently several ongoing legal discussions happening (more on these later), which focus only on sports. There will be a vote in November of this year, but even if online sports gambling in California is approved, online casinos will have to go through their own journey. The good news is that however long it takes, it will happen sooner or later – there’s too much potential to be wasted.

All gaming in the State of California is governed by the California Gambling Control Commission, including some Tribal organizations as well. If or when online gambling was to be legalized in California, the CGCC would oversee its regulation.

The major players in California’s gambling complexity

There are four separate parties involved in the issue of online gambling in California, which is one of the major barriers to any substantial online casino growth in California. When it comes to the legalization of online gambling and similar activities in California, each of these groups has distinct goals, aspirations, and requirements. The four parties in concern are the state lottery, the racetracks, the Tribal interests, and the card rooms.

For the Tribes, anyone who wants to open their operation for online gambling should not be permitted – including the card rooms, who they do not perceive as legitimate. If statewide gambling expansions were to pass, they don’t want card rooms becoming further legitimized.

Then we have the card rooms, which are already well-established in the state. They argue that the Tribes are trying to monopolize the industry in California and have spent a lot of money and time in court to argue the point.

Another party is made up of the California racetracks, who are keen to be included in any new online gambling agreements. And finally, we have the California Lottery, which can potentially bring in a lot more tax revenue for the state if certain barriers are lifted or altered in their favor.

Take a look at our Brazil iGaming Market Report and find out more about the business in this country!

The Tribal factor

While California laws prohibit all land-based casinos, this does not extend to the sovereign territories of Native Indian reservations. This means that anyone visiting a full, traditional casino in California will be on those lands, with the operation owned/operated by a native Tribe. California has over 100 federally recognized Tribes, 73 of which own 76 Tribal casinos.

Annual gross gambling revenue from casinos run by Californian Tribes is estimated to be over $8.5 billion, amounting to more than 25% of all Tribal casinos' annual income in the United States. The state government also receives around $3.5 billion a year in taxes and revenue share payments from Tribal casinos, giving them a large amount of influence and voice amongst regional authorities.

Card rooms

Despite the ban on land-based casinos for anyone not on Tribal land, the California gambling market has nearly 100 licensed and legal card rooms, which sometimes refer to themselves as casinos. Technically speaking, these are not like normal casinos as they do not offer slots, roulette, or any other traditional casino games and mainly focus on player-vs-player poker.

Some also provide variations of other card games including baccarat and blackjack, albeit these games differ slightly from those found in casinos so that California law is not violated.

The card rooms were an established form of legal gambling by the time the first Tribal casinos began to spring up in the early 2000s. Disputes between the Tribes and the owners of card rooms have persisted for more than 20 years as each party contests the other's legal standing.

The current campaign for sports betting

As of right now, there’s an ongoing campaign to bring betting on sports betting within Californian law, which is the most expensive ballot-led legal fight in US history. On one side are the indigenous Tribes, and on the other are online gambling companies. For the victors, a potentially multi-billion-dollar marketplace.

Gambling on horse races is currently legal in California through the state lottery, in card rooms, and the casinos managed by Natives. But this is where the line is drawn, and legislation is yet to be defined. However, there are two proposals in play right now that would make that possible, each of which has a unique approach:

• The two proposals would open the way for sports betting but in strikingly different ways.
• Proposition 26 - would permit sports bets to be placed in person at retail establishments, including the four licensed horse racing facilities in the state, and casinos run by Native American Tribes.
• Proposition 27 - is supported by national companies like DraftKings, BetMGM, FanDuel, and others. The plan would alter state law to permit adult users of phones and other mobile devices to wager on sports online.
• California voters will decide the fate of these propositions on Nov. 8.

Conclusion

With both sides putting a lot of money into their respective preferences, it’s anyone’s race to see how things turn out in regard to online gambling in California. There is one certain outcome – that sports betting will become legal in some way. There’s simply too much money to be made for all stakeholders – it just depends on who’s terms it happens. And when that moment comes to pass, we expect to see a huge amount of revenue as hungry bettors are given their new freedoms.

As for online Casinos in California iGaming market, this will likely become another huge debate once the dust settles from the current events. But, we are confident that this too will come to pass.

The post Online Gambling in California: a game of many players first appeared on Delasport.