The African online gambling market was recently valued at $6.10 billion and is expected to hit $11.27 billion in the next few years. This statistic by Astute Analytica reveals just how competitive the industry has become and will continue to be. If you want to dominate here, you must do a lot more than provide convenient access to online games.
Of course, convenience is one of the primary appeals of online casino gambling. With just a smartphone and proper internet connectivity, players can engage in their favorite games—whether slots, poker or any other game—anywhere, anytime. But with modern players becoming super discerning, you want to provide relevant experiences that encourage return visits.
But how do you get started? How do you ensure you are ahead of competitors? Are there things you can do to capture the most significant percentage of gamblers? Well, if you have such concerns, you need not worry because this article has you covered.
Maintaining relevance in the smartphone age
Considering the convenience of mobile phones, it shouldn’t be surprising that 90% of the world’s population owns them. And it’s no different in the African content. Mobile devices have become like mini-computers in people’s pockets, enabling them to do almost everything conveniently. Whether you’re on a beach or in a hotel, you can clear bills, watch a movie or even attend an online meeting with just a few taps.
Now, imagine the pain a business might have to endure by not aligning with this trend of increased mobile phone usage. There is a high chance that they could soon be out of business because shoppers don’t love mobile-unfriendly websites. According to JDM Digital, sites misbehaving on mobile devices can discourage up to 60% of users from returning. Which casino would want to incur such a loss, given that acquiring new players has become super challenging?
Thanks to responsive designs, you can get ahead of these challenges. These designs often use responsive layouts and images to ensure content automatically adjusts to fit multiple screen sizes. So, in case a player wants to spin reels in their favorite slots, they won’t need to worry about pinching or zooming a website. Offering such seamless experiences across multiple gaming devices, regardless of screen sizes, means more players can remain engaged for longer durations, leading to better business performance.
Online safety is a must
Cybercriminals love sectors showing great growth potential, like the African market. Therefore, if you intend to join it, paying attention to online security is not negotiable. As cyberattacks become common, players are also becoming more security-conscious. Most will often survey platforms before engaging in slots or other games to ensure they are secure.
If they fail to see features like two-factor authentication (2FA), a good number could turn to competitors who are just a few clicks away. 2FA provides defence against malicious actors by requiring extra verification beyond the usual password logins. This prevents harm even if your password is compromised. As simple as it sounds, it can protect players from about 96% of phishing scams, which have become a problem for many online casinos.
SSL encryption can also help improve appeal to security-conscious players. It uses asymmetric cryptography during a handshake to establish a secure, encrypted communication channel with a symmetric key, which is then used for the actual data transfer between a browser and a web server. This reduces the likelihood of eavesdropping, keeping sensitive details like players’ logins safe.
Once players notice your brand is secure, they will be more likely to engage. Some may even tell their friends about you, providing reasonable grounds for organic growth. In a world where people highly value word-of-mouth recommendations, these referrals can help capture a large part of the African market.
Provide better experiences at all points
While engaging in slots or any other casino game may be the primary reason why many players visit online platforms, there are some aspects that you can’t afford to ignore. Consider payment methods, for instance. Before immersing themselves in the slots, players may have to deposit some funds. What about if all your payment methods are faulty? They may be a cause for increased churn rates.
Testlio says 62% of consumers may leave checkout if payments are consistently problematic. And if they keep failing, they could discourage up to 33% from ever transacting with you again. This is why you can’t downplay the power of seamless payments in helping you reach more African gamblers. You also want to ensure players can access and withdraw funds in the quickest way possible.
The world has become fast-paced and has no place for slow-transaction processes. Lengthening these processes can be frustrating, especially now that part of the primary appeal of online gambling is instant gratification. At a time when Fortune Business Insights expects the real-time payments market to expand by a 35.4% CAGR, you also want to be part of the companies benefiting from this trend.
Like other continents, standing out in the African gambling market requires strategic and innovative thinking. Operators must provide player-focused experiences if they are to attract and retain most gamblers. After all, no one visits your platforms just to spin the reels in their favorite slots; they often consider other factors, like the effectiveness of payment methods, to avoid frustrations during gameplay.