Having recently launched into the online casino space, PlayUK has outlined ambitions to become an established player in the highly competitive UK casino sector.
The firm is looking to maximise the personalisation of its approach, emphasising that its focus is on providing a safe, fast and enjoyable experience for UK players. Founder Thomas Jones also revealed that when it comes to standing out in the challenging UK market, its multi platform approach is “vitally important”.
When it comes to attracting new players, he went onto detail the importance of having a varied and versatile games portfolio: “Modern casino players now expect a widely varied portfolio of games so providing this is crucial.
“Having the most popular games is also critical as some players will visit a new casino specifically looking for a certain game and should an operator not have the game then the player will simply go elsewhere. That said, it is important to strike the right balance between quantity and quality – operators should only stock the very best games.”
Promoting an expansive portfolio of games is a key weapon when it comes to defeating the odds and competing with the heavyweight players in the online casino sector. Further detailing the obstacles that PlayUK is seeking to overcome, Jones continued.
“There is a long list of challenges from design to technology via games and marketing. Assuming you can design an attractive and intuitive site, powered by a modern platform and with a good selection of games – easier said than done – the biggest challenge is building brand equity and then trust among players. With hundreds of casino sites available to players, you have to make plenty of noise – and the right noise at that – to be heard above the chatter.
“Of course, for a new online casino brand this often has to be done with a much smaller budget and more limited resources than the big-name brands have at their disposal just to maintain their position at the top of the tree. It’s a challenge, but with the right approach it is certainly not an impossible one.”
Giving a greater insight into the firm’s customer acquisition strategy, he highlighted the importance of utilising bonuses: “There are many players on the lookout for new sites to test and having an attractive welcome bonus is paramount to capturing their attention and bringing through the digital doors of your casino.
“That said, we have to ensure the promotions we offer are within the guidelines set by the regulator, and we also have to be mindful of bonus hunters. For this reason, we have a dedicate compliance team.”
Affiliate partners can also play a crucial in role in helping new casinos announce themselves as players in the casino market, Jones commented PlayUK’s approach to affiliate marketing:
“Affiliates make up a large part of our overall strategy and drive significant traffic to our brand. In terms of the actual affiliate review, we want them to write honestly about their experience and only recommend us to their players if they like the experience they receive. We have gone to great lengths to ensure a superior player experience, so are confident that the affiliates reviewing our site will do so positively.”
He concluded by affirming the importance of mapping out the brand’s when it comes to building the trust of players: “It starts with your brand ethos, and at PlayUK we are honest and transparent with our players. We provide them with all the information they need to know about the brand, the technology that powers it, and the games that we offer. We are proud to hold a UK Gambling Commission licence, and display it’s logo prominently on the site along with other advisory bodies and responsible gambling organisations such as GambleAware.
“We have also found social media to be a powerful platform for trust building. Being able to communicate with our players and answer any questions they may have almost instantly adds a human touch that consumers new and old really appreciate.”