The coronavirus pandemic has had an effect on many markets, including gaming. One of the enduring impacts of the pandemic is the rise of online gaming registrations in the US, according to Brandon Asgeirsson, a US Business Development specialist at multichannel interaction expert Xtremepush.
Losses in Louisiana
Asgeirsson talked about the financial losses in the gaming industry in Louisiana, losing around $850 million in 2020 and wasting thousands of jobs.
By saying that most of the US casinos are failing, he summarised the situation in the states. According to him, however, the big losses were compensated for by online gaming. He shared his expectation that, amid the paperwork, several more states would legalise online gaming.
Lengthy and painstaking process
The process of legalisation revealed itself to be lengthy and painstaking. It was for Michigan, at least. Earlier this month, the state introduced video gambling and sports betting.
Several other states are following its lead. Legislators in Kentucky and Minnesota are making an effort to legalise online gaming, but it seems like this will not happen any time soon, because the paperwork slows down the process, as Asgeirsson pointed out. Only the state of Georgia is nearer to completing the legalisation process.
He added: “We’ve all seen that the revenue generated from online gambling has surpassed initial expectations. Operators are growing in confidence, and we expect the online market in 2021 to smash these targets yet again.”
Optimising and Player Engagement Tips
Asgeirsson has tips for maximising the involvement of players in US casinos. He said that directing new players through the registration process is very necessary for casinos.
He suggested that the casinos “implement a series of automated, digital nudges that encourage the player to complete the next step and remind them of what’s required.”
According to Asgeirsson, by creating a notification framework, the process continues. The next move is to collect as much data as possible for their favourite games, average speed and so on after the players are registered. He expressed that he saw that casinos have a lot of data that they don’t need.
Asgeirsson cautioned that by setting up tailored campaigns to actively involve players, US casinos are adopting the European system. With their current balance, the key is to build customised messages for players to inspire them to log in and start playing.
He added: “These are the kinds of things that the European operators have been doing for a number of years. It’s taken them time to build up to this level of engagement, but US casinos have the luxury of being able to achieve this from day one.”
A special player engagement guide for the online casino industry has also been developed and published by Xtremepush.