Some business sectors appeared to be more resilient to all dramatic changes taken place in 2020 so far. The makings of a $120 billion gaming industry were officially set in motion. Moreover, the industry is expected to reach a CAGR of 12% during the forecasted period 2020-2025.

Gaming is drawing in more and more rivals, from Amazon to Apple, who recently acquired NextVR, a VR streaming startup specializing in creating virtual experiences for live events.

The numbers of gaming demographics show that over 4 in 10 internet users are gamers, described as those who have an interest in gaming and who play games on any device. Men prevail in the statistics, with 63% compared to 37% of females.

Rise of e-sports, spreading of VR, and growth of global internet engagement are the major drivers in the industry in 2020.

If you are interested in the topic, follow the link and read the full article about the perspectives of the gaming industry in 2020 and beyond –

In 2017, Statista researched how people use their mobile devices. The results showed that 10% of all respondents use their smartphones for online betting and gambling. This is approximately 2.3 million users and that amount is growing, and that doesn’t include those who gamble on their PCs.

No wonder, that in 2020, the global online gambling market is predicted to approach the revenue of $59,79 billion. Also, its compound annual growth rate is predicted to increase by 11.4% until 2026.

online gambling market

This opens great perspectives for online operators and global game providers.

So, in this blog post, we are going to discuss:

  • legal peculiarities of the major online gambling markets, and
  • how to make up a game that could fit in these markets.

Major Online Gambling Markets and Their Key Legal Aspects

According to Statista, Europe is the biggest online gambling market, with global revenue reaching $22.4 billion. Asia-Pacific, North America, and the Middle East are next on the list.

online gambling market segmentation

The online gambling sector in these locations provides different opportunities as well as challenges. So, let’s investigate the peculiarities of each market and what difficulties to expect when trying to launch your game there.


The European Gaming and Betting Association has reported that, by 2020, the online gambling gross win in Europe will approach €24.7 billion which is 20% more compared to 2017.

gross win

Each European country has the right to regulate its Internet betting and gambling sector separately. In 2017, the European Commission decided to stop overseeing the regulations of all countries and delegated this responsibility to the national courts.

Nevertheless, there are two things applicable to all European countries:

  1. KYC requirements (Know Your Customer), which force online casino operators to properly identify each player before they start depositing real money.
  2. Fourth Anti-Money Laundering Directive, which has been active since June 2018. This directive aims to assess all players before they make bets to reduce the risk of crime and money laundering.

Alex Issaev

“All online casino operators are obliged to receive a license from a responsible authority to prove their website’s legality. After being authorized, they take on the responsibility of verifying all players before the registration, for instance, by requesting photocopies of their documents. This way, all suspicious users are filtered out,” comments Alexey Isaev, senior engineering manager at Innovecs.

egba offices

Online Gambling by Country

  • Malta has the majority of legal online casino games. It is one of the European countries that has successfully regulated online gambling sector for many years.
  • The UK legalized online gambling in 2005. Their authorities provide an open model of licensing for all casino operators.
  • Germany is the direct opposite of the UK. They signed an Interstate Treaty on Gambling valid for all country regions, but some of the treaty’s parts do not correspond to EU regulations. So, for now, Germans can be engaged only in Internet sports betting activities.
  • Italy, Portugal, Spain, and France have transparent online gambling rules allowing citizens to gamble only within their countries.

online gambling activities

Online gambling in Europe is also legal in Belgium, Isle of Man, and Denmark.

In general, Europe is a good place for launching your game or betting platform because almost all European regulators provide transparent opportunities for receiving licenses.

North America

Despite online gambling being fully legal in the USA, there are some things to take into account.

According to the 58-year old Federal Wire Act, US authorities forbid participating in online sports betting activities across state borders. Games such as slots, lotteries, poker, bingo, and others can be played without restrictions within the states. Authorities responsible for issuing licenses for operators control the legality of a certain game provided on the website.

While much controversy surrounded the validity of this act, the US Department of Justice reinterpreted it in 2011 and clarified that it relates only to betting on sports events.

In 2018, however, the Department of Justice once again changed their opinion and stated that the Act relates to all types of games.

As of today, the situation is still unclear. For example, in June 2019, Paul James Barbadoro, the District Court Judge, issued a statement that the act should relate specifically to sports gambling. Now, his statement remains under review.

Online Gambling by States

  • In New Jersey, online gambling has been legalized since 2013.
  • Delaware. The Professional and Amateur Sports Protection Act (PASPA) allows people in Delaware to play almost all games, including slots, blackjack, poker, and wager on sports.
  • Oregon and Nevada. In these states, gamblers are permitted to play poker and engage in sportsbooks within the state.
  • Pennsylvania. Beginning July 15, 2019, online casino games will be legalized within the state territory.
  • West Virginia. Here, people can bet on sports activities via mobile applications. In 2020, the Lottery Interactive Wagering Act will make it legal to run poker platforms and casino websites.
  • California. The situation here is still under question. They have tried to authorize online poker, but still, there has been no final decision from the government.
  • New York. A 2018 poker bill didn’t pass, so they play to take another chance in 2019. To come into effect, a public vote is required, so the bill is pending for now.

While the Department of Justice has not announced its final decision toward the validity of the Federal Wire Act, it is considered that casino games, poker, bingo, lottery, and race betting are legal in the USA if they are played within the borders of a certain state.

online gambling in the usa

Today’s biggest challenge is the unclear future of online gambling. The only thing we can do is wait until the government decides which games will be allowed to be played legally.

However, another difficulty can occur when launching a game in North America. Most of the banks deny carrying out gambling transactions. Financial institutions try to avoid processing online casino payments as they do not want to deal with fraud, chargebacks, or other difficult-to-solve issues.

This is why, when launching a game, it is crucial to choose the operator with the payment method that will enable users to deposit and withdraw money without problems.


Asia-Pacific is the second-largest market of Internet gambling. According to a report by Research and Markets, by 2021 it is expected to increase by 7.31%.

All countries in the Asia-Pacific region are permitted to regulate online gambling individually.

Online Gambling by Country

  • Thailand allows iBetting on horse racing in Bangkok and engaging in the state lottery. Thai people are not permitted to deposit and withdraw money from casino websites. This is why they play online and come to brick-and-mortar casinos to receive their winnings.
  • More than 80% of Australians are involved in both online and land-based gambling. In 2001, the Australian government signed the Interactive Gambling Act, which aims to protect people from the adverse impact of web gambling. Online casino operators can’t offer unlicensed products or provide players from other countries with Australian iGaming products. All games authorized by the government are considered legal.

online gambling activities

  • More than 3.6 million people in New Zealand are involved in gambling. Under the Gambling Act signed in 2003, online casinos are legal within the territory if they have been authorized by the government. Also, there is no law that prohibits playing casino games with the servers hosted outside the region.
  • Japan bans online gambling by the Criminal Code (Chapter 23). However, there are some exceptions, such as betting on motorsports and horse racing. Any other type is illegal.
  • In China, any form of online gambling is forbidden by law. However, Macau and Hong Kong, which are part of the People’s Republic of China, allow engaging in betting on sports and horse racing.
  • In the Philippines, casino websites that were approved and licensed by the PAGCOR (Philippine Amusement and Gaming Corporation) are legal.
  • In Indonesia, the only legitimate gambling is a licensed online lottery. Other online games are prohibited.
  • In Vietnam, just like in Indonesia, only a state lottery is legally accepted.
  • In India, people can legally bet on sports activities and participate in the national lottery. The rest of the online gambling is banned.

Most Asian countries have banned online casino games and allow only their state lotteries and betting on motor or horse racing, which is a huge blocker for online casino operators.

Australia and New Zealand are considered the most favorable locations for launching casino games.

Middle East

Most of the countries in the Middle East have banned online gambling activities. Nevertheless, many people find ways to gamble. They register on overseas casino websites and make bets there.

Online Gambling by Country

  • In Morocco, almost all types of online gambling are legal. Citizens are also allowed to access casino websites outside of the country.
  • In Lebanon, legal online gambling is limited to iBetting on sports activities and the national lottery website regulated by the government.
  • In other regions, such as Algeria, Bahrain, Egypt, Iran, Jordan, Kuwait, Libya, Oman, Qatar, and Saudi Arabia, online gambling is illegal. However, there are many casino websites outside of these regions that accept players from the Middle East countries.

South America

In most South American countries o, the iGaming sector remains a gray area. They have outdated gambling regulations, most of which are still pending under the government’s review.

Online Gambling by Country

  • The only region where online gambling is legally permitted is Colombia. Also, its government allows citizens to gamble on the platforms hosted outside Colombia.
  • Internet gambling in Brazil is forbidden for all citizens.
  • In Argentina, it is regulated by provinces, and operators have to meet strict requirements to get a license. According to Decree 181 signed in 2019, online gambling is legalized in Buenos Aires.

In other South American countries, online gambling regulations are unclear and launching games there may cause many risks.

How to Develop an Online Casino Game Suitable for Major Markets

Considering the peculiarities of the online gambling market in different countries, as well as its legal background, it is practically impossible to develop a game that could fit everywhere.

Antonio Zanghi

“A supplier looking to enter multiple jurisdictions needs to carry out a legal requirements review to ensure the correct requirements are gathered during the phase of the game development. This process is extremely complex. Experience in legal rules collecting and analyzing will ensure the correct implementation of the requirements and a quick game certification before going live,” comments Antonio Zanghi, Managing Director at Maxima Compliance.

However, there are some recommendations that could help distribute your iGaming product across a wider audience.

Select a Globally Popular Type of Online Casino Game

The first thing to decide is which type of online game you want to build. The difficulty is that in the countries where online gambling is legal, popular games may differ.

Nevertheless, these three types remain popular among players around the globe:

  • Online slots. According to Statista, the amount of all slot machines in the world is 1,063,076 as of 2019. They are easy to play and the diversity of topics and plots attract many people.
  • Online poker. The US has more than 1.5 million active players. Poker has always been popular among experienced gamblers.
  • Sports betting platforms remain popular in many countries. For example, the players in the APAC countries are responsible for almost half of the global sports bets. Additionally, betting on sports is lawful in most countries.

Choose an Experienced and Reliable Software Developer

Once you have decided on the type of the game, look for a software developer that will be responsible for the creation of your product.

With years of experience in the development of online slots, poker rooms, bingo, blackjack, and other games, Innovecs is a perfect choice.

Our developers have successfully completed projects for companies such as Gameion, Gameloft, Zynga, and NeoGames.

Check the Legality of the Online Casino Operator

After the game is ready, the next step is to choose online casino operators. This is one of the most critical decisions you must make because there are a lot of illegal platforms.

To check the legality of a website, scroll down homepage and you will see the information about whether it’s licensed.

william hill

Regulatory Bodies in Different Regions

Online casino operators in different countries are regulated by different authorities, which are responsible for issuing licenses and controlling the activities of the casinos. So, if you see that the casino is licensed by one of the following bodies, you can comfortably partner with it.

Authorities in Europe:

  • Gambling Commission in the UK
  • Autorite de regulation des jeux en ligne in France
  • Amministrazione Autonoma dei Monopoli di Stato in Italy
  • Comision Nacional del Juego in Spain
  • Gaming Authority in Malta
  • Gambling Control Commission in Alderney
  • Belgian Gambling Commission
  • Danish Gambling Authority

license details

Authorities in Asia:

  • The Philippine Amusement and Gaming Corporation (PAGCOR) is the only Asian authority responsible for issuing licenses. So, operators that want to register their online casino website in Asia must deal with this corporation.

Authorities in Australia:

  • ACT Gambling and Racing Commission
  • Northern Territory Director-General of Licensing
  • Vanuatu Customs and Inland Revenue Department


The global online gambling market is developing quickly. Nevertheless, operators and players still face many legal restrictions.

Thus, of the countries we have investigated, the following locations are the most favorable for launching your game:

  • Australia
  • New Zealand
  • UK and Malta
  • Colombia

These countries have the most transparent online gambling laws and offer clear requirements for receiving a license.

Innovecs is well aware of all the legal requirements of the online gambling market and keeps up with all updates that take place globally. This is why, apart from helping you to develop a game, our company can act as a consultant regarding the questions of game distribution.

According to Statista, by 2020 the global revenue of the online gambling market will reach $59.79 billion, which is a 13% increase compared to 2017.

Ace Casino explains that such industry growth is led by:

  • huge advancements in technology,
  • lower transaction and operating costs than traditional gambling institutions,
  • access to a much wider audience,
  • more easily attract clients from around the globe, and
  • the possibility to provide a richer variety of services.

market growth

These factors have triggered online casino gaming development, and as a result, gaming software companies have become more and more competitive.

With the development process being as complicated and time-consuming as it is, creating a successful online casino game is no simple task.

Moreover, a lot of difficulties pop up along the way. An expert from Playtech comments, “You always need to go through compliance and make sure that user is not underaged and lives in a country where online casino games are not forbidden”.

This post aims to help casino games software developers improve their development process. It will cover:

  • All stages of online casino game development
  • Tools and techniques used to achieve better results at each stage

Stages of Online Casino Gaming Development

Casino game app development goes through a series of stages. Thus, the entire lifecycle from the idea to game release includes the following:

  • Brainstorming ideas
  • Creating a prototype
  • Coding
  • Testing
  • Release and maintenance

process pf development

Brainstorming Ideas

The first stage of creating any casino game is to come up with an idea.

To increase the likelihood of your game concept taking off, market research, analysis, and planning are required.

Based on thorough market research and analysis, identify the type of a casino game, theme, and its storyline.

An effective method of structuring your ideas is with a mind map. Create a central concept that will be a starting point in representing your topic of interest. Then, add branches, keywords, images, and comments. Such visualization will help capture the ideas and organize them properly.

At the brainstorming stage, make sure to investigate the technology trends that can help improve your future game.

For instance, pay attention to virtual reality technology, which has come to casinos during the last years. VR games provide better bonus systems and improved in-game chatting options which may help your product become popular among a wider audience.

Another trend is cryptocurrency, a payment method that players and gaming software companies can both benefit from. Players can remain anonymous, carry out transactions faster, and pay minimum commission. Companies can increase their audience, skip a licensing stage, and pay no commission for multiple conversions.

Tools for Gambling Software Market Research

For more effective market research, apply the following tools:

1. Questback is a unified market research software. It is aimed at bridging the gap between the product, gaming software, and its audience by collecting data, analyzing gamblers’ attitudes and trends, and tracking product adoption. Questback helps casino software providers define demand, collect data from online panels, social media, or loyalty programs.

You can benefit from Questback even while brainstorming. However, it’s possible to get customers’ feedback during the production stage, too.

2. Loop11 is a usability testing system that enables you to test any website or an individual page — even your competitor’s. Based on the testing, this service creates heatmaps and provides clickstream analysis.

At first, Loop11’s usability tests are used before launching the game, and then you can run them multiple times after it goes live.

3. Social Mention is a social media search engine that helps you track what people say about your social game’s topic across the web’s social media environment and measures the results in real time. It covers such networks as Facebook, FriendFeed, YouTube, Twitter, Digg, Google, etc.

Social Mention is used during the idea stage. The results shown by the system help understand whether the topic is popular among the gaming audience.

4. FreeLunch collects worldwide financial, economic, and statistical data based on the industry and location. The platform collects gambling data from publicly available sources and gathers it in a single place. It can help determine the casino game development cost, for example.

This tool can be useful during the market analysis stage once you have come up with the game topic and identified major competitors.

5. SurveyMonkey helps you to understand consumer and market preferences through in-depth surveys. The service allows for the creation of surveys both for primary and secondary market research and provides ready-made templates. It helps gain insights on your product, conduct market segmentation, and analyze consumer behavior.

Just like Questback, SurveyMonkey is valuable during the idea stage. Additionally, it helps constantly monitor the nature of customers’ behaviour after the game release.

Creating a Prototype

After сonducting market research to support the idea, the creation of a prototype of the online social game takes place. The purpose of the online casino games development company is to build a skeletal structure, see how the game will look on paper, and design the primary version.

In his article on prototype creation, Todd Rivers, a technical artist and product designer at RDI Studio says that with a working prototype, it is easy to “feel” the game. He claims that a good prototype makes it possible to modify the look of the game quickly and “see if your first stab at the math is any good.

Tools for Gambling Software Prototyping

The following tools will help casino software developers during the prototyping stage:

1. Framer is a prototyping tool that requires no coding knowledge. It enables you to develop and support UX flows, embed shapes, move images, incorporate text, gestures, and animation, and export the ready code.

The price for individuals is $12 per month, for teams – $79, and for companies, it is generated upon request.

2. Marvel facilitates mobile and web projects. It allows you to upload JPG, GIF, PSD images, or import them directly from Google Drive, Scratch, or Dropbox. Marvel provides editing options such as resizing, altering background colors, and it offers eight various prototype frames. There is also an option to optimize for different devices.

There is a free version of Marvel that includes 1 user and 1 project. The pro plan costs $12 per month, and for teams, $42.

3. InVision is another web-based service for collaboratively creating interactive mockups both for mobile and web projects. It allows synchronizing Sketch and Photoshop files and creating hotspots, previewing and controlling versions, commenting, adding mobile gestures and unique animation, and creating hover states.

The starter version costs $15 per month, professional – $25, and team – $99. The price for enterprises is generated upon request. There is also a free trial.

4. is a web-based service for creating game interface prototypes for web and mobile projects. It targets game designers and UX professionals. The benefit of this tool is that it requires no coding and is available to everyone.

The freelancer plan costs $24, startup – $40, agency – $80, and the corporate plan approaches $160 monthly. There is also a free trial.

5. Unity is a complete platform for designing all sorts of casino games: mobile, social, instant, VR and AR, and others. Here at Innovecs, our designers and slot game developers use Unity Game Builder for mobile development, single/multiplayer games, intuitive UI, 2D, and 3D games, game character design, and further tech support and maintenance.

There are 3 pricing plans.The plus plan costs $25, pro – $125. The price for personal is discussed in person.


Coding is the most important stage of slot game development. During this stage, the team of casino games software developers, designers, and artists work together to produce a single well-functioning piece of gaming software. Compared to the stages described above, this one is the most time-consuming.

Tools for Online Gaming Software Coding

Usually, developers use casino game development services and technologies such as HTML5, JavaScript frameworks, Vert.x, and MongoDB. Let’s see how each of them helps:

1. 70% of all online slots are developed on the basis of HTML5 since 97% of all active devices support this format. HTML5-based games are faster than instant ones. Moreover, vector graphics of SVG can be used for scalability without any changes in quality.

2. Angular is an open-source, JS framework for building SPAs (single page applications). The benefits for online casino game development include 2-way data binding, dependency injection, directives, and simple testing capabilities. The code is easily readable, can be reusable, and there are no difficulties in maintaining it.

3. Node JS is an open-source, server-side JS RTE (run-time environment) that works on multiple platforms. It drives asynchronous input/output data with EDA (event-driven architecture). It best suits the lottery platform, betting software, and slot game development.

4. Vert.x is similar to Node.JS. Being multi-language, Vert.x can be applied by game development companies along with JavaScript, Ruby, Groovy, Java, or Python. It uses Hazelcast, which is the most scalable in-memory data grid system.

5. Vue JS is another JS framework with multi-ranked functions for the creation of high-end single page applications. It is also reliable for cross-platform development. Vue JS is a good choice of poker software developers.

6. MongoDB is a database that allows for accessing data directly from the frontend code, distributing it for applications, and triggering serverless functions to respond to data changes. It is used to collect and process records from online casino table games.


The final stage before releasing the game is testing to determine whether the application is ready to be launched. A critical eye is needed to find all inconsistencies and make sure the game is complete before production.

Tools for Effective Game Testing

The testing process is quite complicated. It consists of various techniques in connection with automation tools.

Here are a few types of online casino game testing:

1. Combinatorial testing entails the creation of many test cases that increase the efficiency of test execution, reduces cost, and provides better quality.

Key aspects:

  • Test covers all possible value combinations of the parameters
  • Parameters can be chosen from the game components, features, configs, character attributes, events, etc.
  • Combinations for testing have to be systematically generated

2. Functionality testing helps detect game inaccuracies or bugs that can influence user experience.

Key aspects:

  • Confirmation that the game is developed in accordance with specifications.
  • Assurance that the installation is seamless, the game properly operates in a minimized mode, payment gateways are well-supported, etc.
  • Applies of the black-box testing technique

3. Compatibility testing inspects whether the game works correctly in connection with hardware, software, and graphics configs of the device. It is often applied to mobile games to make sure they can be launched on different devices.

Key aspects:

  • Checking whether the screen size matches all types of devices
  • Ensuring the text in the interface is readable for all gamblers
  • Confirming general stability and workability of the gaming software

4. Regression testing is also called re-testing. Testers recheck the unchanged components of the software to make sure that the new modifications to other parts of the game have not affected the rest of its functionality.

Key aspects:

  • Re-running tests used at the previous stages
  • Comparing previous and current results of testing
  • Catching bugs and errors before the game goes live

5. Load testing is used to see how the game will work under real-time loads. This method displays the response of the software when many users log on and play the game at the same time.

Key aspects:

  • Checking product sustainability
  • Determining whether the existing infrastructure suffices for seamless launch
  • Identifying the number of users that can be supported

6. Play testing speaks for itself. Beta users and internal testers play the developed game to see how it actually works and examine non-functioning areas.

Key aspects:

  • Assessing the game in general
  • Checking whether it works in an organized manner
  • Analyzing the first impressions of the users

Along with these testing types, our QA specialists use casino game development and testing studios such as JUnit, Cucumber, Selenium, Watir, WatiN, Capybara, Maven, Jenkins, and Bamboo to increase the effectiveness.

“Development process duration differs from game to game. While it takes just a few months to complete a simple yet addictive game, it might take up to 2 years and a much bigger team of people to soft-launch a huge project with various complex features,” comments Alexey Isaev, senior engineering manager at Innovecs.

Finale: Release of the Game

The game can only be released after it has undergone all the stages.

However, projects require further support and maintenance, as well as testing all fresh updates. After all, gaming software companies have to continue researching and analyzing the market to find better opportunities.


Online gambling has always been a lucrative industry and 2019 is no exception. The latest findings released by Hexa Research have unveiled that the market will grow by a whopping USD 73.45 billion by 2024. The US market alone is anticipated to balloon to 51% CAGR by 2020, as Technavio analysts asserts.

This change is primarily driven by the easing of gambling legislation in Europe, EMEA countries, and Americas; technology advancements in blockchain, machine learning, chatbots, and virtual reality; a wider spread of handheld devices; and a rising government interest in fueling national economies through online gambling.

In Delaware, the regulated igaming market boasted that it earned a net profit of USD 2.6 million in 2018. These big turnovers convert into substantial tax revenues for the states. Thus, the US casinos pay a 25% tax, while winners contribute 10% of their earnings straight to the government.

As of today, this is how the global gambling geography looks:

Additionally, online casino slot games are expected to overtake other types of gambling games, but Hexa Research’s outcomes slightly differ. Sports betting will come out on top followed by casinos, poker, and bingo.

Let’s proceed by arranging our igaming industry findings into bite-sized chunks for you to grasp new tendencies faster.

Content is Still King for Online Gambling

Exploring online gambling stats may give you a good idea of which  igaming tactics to follow.

Rutgers Center for Gambling Studies has released some curious facts about New Jersey’s online gamblers: the average betting sum spent by 10% of players per year amounted to USD 500,000, and the largest bet made amounted to USD 36,750. The question is what convinced people to choose this or that game. While there are bonuses and prizes backed up by a strong lawful reputation, there is one more factor influencing their minds – content.

Pop culture has inspired gambling operators to come up with online casino slot games featuring TV and movie characters. This tendency is not new, but it still proves effective. One of the most popular themes is Game of Thrones. Multiple free spins, generous score multipliers, and authentic graphics make a list of top features powered by Microgaming. Here is how it looks:

This online slots trend will have a positive impact on online casinos by giving them a fresh look and feel with some movie episodes.

Unique reels and land-based casino math models will stay among players’ favorites. Megaways, from Big Time Gaming, and Barcrest slot games are good examples of engaging content.

Gamification has also become an essential component of the online casino gaming experience. Currently, random number generation games are gradually filling arcades with multiple bonuses like Candy Crush Saga, which brought in USD 930 million in revenue in 2018.

Mobile Gambling is Taking the Lead

Moving from desktops to mobile devices is another big change in the igaming industry, as the mobile community is growing quickly. Hootsuite estimated that 5.135 billion mobile phone users in 2018 and that number is expected to surge by 4% each subsequent year.

No wonder gambling on the go now amounts to 61% of the global gambling revenue. Iovation, a company making the internet a safer place with fraud protection solutions, found that 72% of 2018 bets were made through mobile devices. Here is how transaction rates change across various platforms:

In the UK, the online gambling industry yield made up 35% in 2018 and is still climbing. The UK Gambling Commission statistics showed a 37.3% remote market share increase with online casinos, with betting and bingo topping the list.
That said, users’ habits are constantly evolving, which is why igaming industry players need to be mobile-first and ensure that online lottery or casino games run smoothly across phones, laptops, tablets, and desktops.

Paul Marcantonio, Head of UK and Western Europe at ECOMMPAY, has pointed out a few dominant payment trends in his interview with SBC News:

“Faster deposits and withdrawals, one-click features, and built-in biometrics are just a few of the developments the industry has seen in recent years.”

Therefore, omni-channel payments would be a useful addition that would allow end users to swap devices easily between gaming sessions. It requires careful user experience planning – a payment functionality needs to be properly adjusted to each of the platforms to make user transition truly seamless.

Online Gambling Stands to Gain from Cryptos

Although blockchain-based cryptocurrencies were expected to completely disrupt financial world in 2017 followed by a 2018 frustration, it still encourages the igaming industry tokenization that would deliver maximum returns.

On a larger scale, PwC predicts that 2019 will bring more luck to cryptocurrencies as regulatory clarity increases. But how exactly can cryptos help online casinos and other igames outclass their land-based counterparts? That begins with transparency and security in transactions with low/zero transfer fees; cryptos also allow players to join the game when local regulation prohibits a real money betting.

Bitcoin, Ethereum, Litecoin, and Ripple are the most popular cryptocurrencies used in online casinos, ilotteries, and betting games. However, some igaming platforms, like Unikrn, create their own cryptos and succeed in doing so. Thus, Mark Cuban, an Ethereum co-founder, invested USD 25 million in Unikrn’s digital token UnikoinGold used for esports betting.

As a rule, online casinos based on blockchain are not limited to using crypto. Players can often choose other payment methods. Yet, moving to cryptos leads to online gambling economy transformation.

Here is how Devin Finzer, a co-founder of OpenSea, a decentralized crypto marketplace, commented on this:

“Blockchain represents a fundamental business model shift: from value extraction in closed ecosystems to value capture in open ecosystems. The problem is that, while incumbents have figured out how to extract value in closed ecosystems (restrictive monetary policies, locks on transfers, fees, etc.), new entrants have yet to figure out how to capture value in open ecosystems.”

In spite of the existing ambiguity, an igaming company, Dragon Inc., is about to put a new crypto-powered business model to use. They suggest buying digital currency and tokens (called Dragon Global Chips) in a simple, fee-free way via a smartphone wallet. Players will be allowed to use the chips in casinos, exchange them back into tokens, and convert them into local currencies.

AI Chatbot, Fraud and Addiction Preventer

AI-powered gambling assistants can contribute much to igaming customer service. Through responsive chatbots, players can access free spins and bonuses, resolve technical issues, make bets, and transfer money.

The way a player interacts with chatbots is quite straightforward: either via text messages/commands or through graphical interface. This provides a thoroughly intuitive user experience.

The benefits of using AI chatbots in online gambling are numerous: from private correspondence to better connectivity in case of the slow Internet speed, and a broader audience reach.

Chatbots can also help improve customer support by tracing the most frequent user complaints and requests. They can also attract new players suggesting extra bonuses or offer a bigger range of games.

LeoVegas, a Canadian online casino gambling platform, has over 1,500 slots, roulette, and blackjack games to offer. Thanks to AI algorithms, each LeoVegas fan can have a tailor-made selection of slots displayed on the home page. It saves searching through thousands of other games and boosts a player retention rate.

AI is also capable of promoting responsible gambling. It can monitor user behaviors and suggest a break or suspend his or her account to prevent addictiveness. BetBuddy is one of such analytical AI platforms, identifying and managing unwanted behaviour patterns.

The future of AI in online gambling is often foreseen as a merger with another emerging technology, virtual reality. This symbiotic relationship has great potential for giving a customized game experience and appealing to player senses at the same time. Even though it is not a one-day event, VR casinos are gradually winning their niche.

Virtual Reality Casino to Sharpen Players’ Senses

Virtual reality in online casino gaming is no longer a mere buzzword. Net Entertainment has been acknowledged as an early VR technology adopter. Jack’s World was its first classic slot game run on VR, designed for a Google Cardboard head-mounted display. The preview is still available on YouTube.

The VR casino list continues with Cherry Jackpot, SlotsMillion VR Casino, and taking up the top slots. According to Statista, a number of VR gaming sales will achieve USD 22.9 billion by the end of 2020. This fascinating prediction has a solid foundation: VR is one of the best technologies to grant a consumer-centric experience. Its engagement is built on utilizing user senses, real-time multiplayer gaming, interaction with other players, voice functionalities, and more.

At Innovecs, we build immersive VR-powered igames too. Our team showcased a VR casino demo during ICE 2017 in London, UK. Built on Unity 3D, it’s perfect for both mobile and PC (HTC Vive, Oculus Rift, Samsung Gear VR) and provides a realistic 360 gaming experience. See it in action:

Need to build an engaging 3D game? Explore our gaming portfolio and drop us a line to get in touch with our game development team by hitting the Get in Touch button below.

After Facebook announced Instant Games, allowing third-party developers to deliver content directly to social network users, many Western tech giants took up the initiative. With its release of iOS 11, Apple made moves to bite off a piece of the hybrid messaging pie by introducing a completely overhauled version of iMessage, letting Apple users play games with their contacts while in a conversation, alongside sending new emoji, stickers and animated messages. How does it all work? How to Integrate Online Gambling into iMessage and Have the Upper Hand.

The iOS 11 update brings the App Store directly into the iMessage interface, becoming an essential part of the overall system. As of now, there’re a bevy of of applications to be downloaded – from photo filters and sticker packs to casino games and other time-fillers. What’s in there for you?

First and foremost, iMessage applications fall into the hybrid messaging format, which is a tried-and-true way of earning $$$ millions, as seen on WeChat by Tencent and LINE by Line Corp., earning their respective companies $200 and $700 million dollars in 2016 respectively. In other words, hybrid messaging is a new market, just waiting to be explored and mined..

This is Why Mobile Game Development and iMessage is The Perfect Match

Most iMessage games are turned-based in nature. While chatting with a contact, the two of you may share a game of cards, checkers, or snooker without having to leave the conversation. These quick, easy, exciting, and swift mechanics will keep users glued to the screen for hours, making iMessage games an opportunity to explore in the nearest future, while there’re still few serious players in the field.

What makes mobile and iMessage games so similar? Both camps are addictive, ‘sticky’, and simple by design. No serious development effort is needed, while few product iterations are required. But the key word here is ‘addictive’. Why is that, exactly? Because poker, roulette and blackjack are naturally additive experiences!

Head Start For Casino Games

One of the difficulties developers face with iMessage is finding out placement tactics which work best. It has been already noted that the hybrid messaging market is a relatively new one, with plenty of unknowns to be worked out. What works best? There’s one thing for sure – in terms of porting to social platforms casino games seem to show the most promise. Poker, roulette, slots – effective gaming mechanics that have already been studied, implemented and tested. All you have to do is adapt them to the needs of iMessage users.

Everyone knows how to play cards or spin a reel. When a fancy platformer type game is too complex for a game played while chatting with a friend, good-old cards will always find a way into the hearts and minds of Apple fans.

As of today, casino game apps have little-to-no presence in the iMessage App Store. In fact, a potential user interested in playing a game of chance with a friend can choose poker only. No roulette, slots, or even baccarat are currently available. What makes it even worse for a gambling fan, poker games are presented by either GamePigeon, which is a blended mix of several titles including poker, or such poor apps as this one.

In other words, with few poker games for iMessage currently available, the next company to release a proper casino game could make a killing. Since the launch of the App Store, Apple has paid $50 billion out to developers. Given iMessage games are lightweight and fast-to-build, this is quite a sweet spot for mobile casino game developers.

New iMessage App Development Framework

To start working on your first iMessage application, you should get the latest versions of iOS and Xcode. For those who’ve been developing on iOS for some time, there will be nothing new. However, to streamline an iMessage app, you have to master the new class-based framework released with iOS 11 – Messages Framework. It’s an add-in to the native iOS development environment which uses App Extension technology to give applications the structure of an extension, being a prerequisite for an app to become available in the iMessage App Store.

5 Cornerstones of a Successful iMessage Game

Everyone knows that Apple has a pretty strict policy regarding applications. Content quality, technical performance and legal aspects, all have to be taken into consideration, especially when a casino game is being considered. That’s why you have to make sure the future app lives up to these 5 pillars of developing a consistent iMessage app.

  • Asynchronous gameplay – The very nature of iMessage games is turn-based. With this in mind, your game has to be able to withstand long pauses between players making a move;
  • Social interaction – Like all successful mobile games, your app has to offer rich social features to keep long-term retention strong. Letting players communicate in-between moves or actions is essential as well;
  • Competition – Where there’s competition, there’s excitement. And where there’s excitement, there’s a game of chance, gambling, fire in the belly. Start with a simple PvP experience to test the waters and don’t forget about the Leadership board and User rankings to spur users to play on;
  • Collaboration – Unlike competitive games where users challenge one another, collaborative games offer the opposite experience. In collaboration, you and your friends fulfill team goals set by the app;
  • Friendliness – Most guidelines recommend making iMessage apps as friendly as possible, including content, interface, calls to action, etc..  

Drawbacks to Overcome

When porting poker games and slots to the iMessage platform, one of the questions to answer is how will you monetize the entire thing in the first place? Judging from what Apple officials say, all the core iTunes monetization principles (purchase, freemium, subscription) will be available in the framework of iMessage app development as well. However, there’s a serious problem left to address.

In 2016, The List of Most Grossing iMessage Apps was revealed. Among 200 most profitable applications, 78% were… 2D/3D art sticker packs. In other words, 158 of the highest grossing iMessage applications are simple stickers ($0.99 per pack). And only 42 bestselling apps belong to the categories we’re interested in – Entertainment and Games. Anyway, food for thought.

In conclusion, the iMessage App Store is a promising new revenue channel letting you interact with millions of casino fans on a daily basis. On the plus side, there’re a couple decent poker games available, meaning Apple is relevantly lenient towards casino gaming, which doesn’t require much resource and time to develop. However, on the con side there’s the fact that the serious money is currently being earned via sticker packs used in chat. How to integrate them into games of chance? Whoever finds out will find themselves landing a jackpot.

Virtual sports are the latest fad in gambling. Thanks to the high influence of technology on the entertainment and outcome of games, virtual sports are one of the most in-demand areas in the gaming industry.

Today, gambling operators (like Betradar) allow betting on the following virtual disciplines: Soccer, Tennis, Motorcycle and automotive racing, Greyhound races, Horse Racing, Speedway, Cycling.


This article reviews the principles of action, future development prospects and challenges of virtual sports.

Virtual Sports: What Influences the Outcome of the Game?

Despite the fact that the principles of betting in this variety of gaming are extremely simple and completely analogous to real sports, the mechanisms influencing the outcome of the game are completely different. In particular, since these sports competitions do not take place in reality, the responsibility for their development is borne by an artificial intellect, which is tuned to observe the rules of the particular sport. On the other hand, all events occurring within the match are under the minimal influence of random factors and are logically justified.

Fortunately the current, main suppliers of virtual sports betting software have studied the portrayed sports thoroughly enough that matches taking place in the virtual world are no different from those occuring in reality, except for their duration. For example, the result of a match can be affected by the parameters of individual players (their speed, strength, physical data, preferred tactics and other parameters specific to the individual sport). As the games are played, all the specified parameters for each virtual player are increased or decreased according to specially devised criteria.

Challenges of Virtual Sports: Who can be Interested in This Kind of Gaming Industry?

One of the main challenges of virtual sports is the fuzzy definition of its target audience. who is interested in this?

First, there are the gamblers who are too impatient to bet on real-life sports (the need to wait any time for the end of a match is too long, etc.) or casino games (the excitement wanes). As practice shows, virtual sports games are exactly where this “intermediate” category of gamblers find their wanted challenges; The matches end much faster than in reality. Betters do not need to wait for the final whistle, and at the same time, they are inspired with genuine sporting excitement since the familiar names of teams and star athletes appear on the screen.

Can the Results in Virtual Sports be Accurately Predicted?

As for the accuracy of crystal balls, it is much easier to predict individual games (here, after all, the human factor is minimized). This is especially true for those types of virtual sports in which only two players participate (tennis, for instance). Assessing and comparing the characteristics of the competitors is not difficult for a child, which means the probability of making a winning bet is notably higher.


However, it is important not to lose sight of sports activities of teams/individual athletes in real life. Because artificial intelligence takes into account this data, the outcome of some controversial matches can be successfully guessed due to the constant monitoring of the progress of the real games.

Virtual Sports in the Gaming Industry: Is this the Future of Gambling?

As the technologies used to create gaming software develop, the prospects for virtual sports in the gaming industry constantly grow. If a few years ago it was just another niche for creating experimental products, nowadays this IT sphere is characterized by high demand and intense competition. In particular, virtual sports are in fifth place in popularity among all types of gambling.

As for the prospects of virtual sports in the gami industry from the developer’s point of view, it is possible to improve this software almost indefinitely starting with graphics and sound improvement and including the integration of machine learning algorithms. Another aspect of these games is their efficiency. Video game publishers are trying to make their products more accessible; any gambler, no matter who they may be, can place bets. For the next couple of years, the vendors of this software are aiming specifically at creating fast, compact and undemanding mobile gaming applications.

Particular attention should also be paid to the attempts of some development companies to move from 2D to 3D graphics. This is an expensive solution requiring the use of modern technologies. For example, in order to maximally, reliably reproduce a match in 3D, special sensors are attached to separate parts of a real player’s body capturing their movements. The high financial investments are justified completely since not even the most talented 3D animator is able to reproduce human body techniques as reliably as motion capture beacons do. If we also take into account that unlike in real-life, in virtual sports, the match background/landscape and appearance of the athletes can be whatever is truly impressive to active watchers.

Are Virtual Sports Exciting Enough to Motivate People to Bet Money?

Undoubtedly! The main motive inspiring people to wager on a particular sport is the drive to experience fun and excitement, and not the need to make moolah. That is why many skeptics about virtual sports, complain they are much less exciting and much more predictable. Thus, some of gamblers who are hungry for jazzy experiences probably do not appreciate alternatives to real sports.


In practice, things are somewhat different. The main concern of most players is the athlete or the team they bet on. It does not matter whether the chosen personalities are in-the-flesh or not. Both real and virtual games from time to time are accompanied by all sorts of surprises ranging from ordinary injuries to conflict situations (fights) on the playing field. The tension for those who make bets is the same because there is real money at stake, and in exactly the same way, the results of the match are recognized as fair.

Can Virtual Sports Threaten Their Real Prototypes in the Gambling Industry?

Let us sum up the prospective future of virtual sports. Of course, as the technologists responsible for the similarity of virtual games to reality evolution, we believe the number of gamblers who have chosen virtual sports as their main niche for betting will grow exponentially.

The quality of sounds and graphics, the dynamism of the events developing on the playing field, as well as the logical behavior of virtual athletes will be responsible for the “acuity” of the sensations experienced by gamblers. Moreover, it is virtual sports that can “quench” the thirst for adrenaline for those who are in constant motiom and lack the opportunity to devote hours or days tracking real games.

The Ways Meta Gameplay Can Improve Conversions

The first key point is focused on the involvement of the so-called millennial generation – the young gamblers that are not fond of the standard mechanics but enjoy playing the current mechanics of Match Three platforms, and similar. These games are something that they grew up on and highly enjoy. Accordingly, the 70-s and 80-s generation, that are the current key casino audience grew p on Blackjack and Hold’em Poker as there was no Xbox, PlayStation or normal PC games that we are used to right now.

Accordingly, the main advantage and conversion point of younger players lays in the addition of advanced gaming mechanics in casinos and new ways of attracting them to a casino environment. And there is no other way. The millennial generation cannot be attracted through the standard slots even if you spend a lot of money on promoting them.

User Privacy Concerns in Casinos

The framework of online privacy is, of course, fragile. In a rush to get more data on users, their habits likes and dislikes some may try and even violate these limits.

“The main idea is that in the social, mobile and GameDev, in general, we witness a serious and powerful work aimed at deciphering the users.”, says Max Illyashenko, Engineering Director at Innovecs.

Every product company is analyzing their users from every angle through a very powerful analytics system. It is hard to compare with other industries and market segments, but it seems, that the gambling and gaming business possesses and constantly develops one of the most powerful analytics systems as the data are collected virtually on everything.

Social Media As Key Tool to Casino Customer Segmentation

Even the standard information provided by the Facebook platform is more than enough, regarding assessing social media users and attracting them. There is quite a lot of information with which you could work to attract gamblers. That is, your company is given the opportunity to build a complete portrait of your players, the average casino player, in principle. If it is not too much of a bother, you can do precise segmentation and learn a lot about your clients: who is playing what kind of games, who is paying more, how and when they pay to gamble, what gambling platforms they prefer, and more.  From the viewpoint of a casino, you can get to know absolutely everything about gamblers.

Moreover, you can learn about them a lot of things: what they read, watch, what are their favorite action heroes and so on. Therefore, you can a form a psychological profile of your end user and offer your trusted gaming software development team a clear-cut picture of what should be in the game to attract players. In accordance with the psychological profile of gamblers, Innovecs has been developing a number of games that are popular with averages users through pinpointing the setting, coming up with new mechanics and so on.

If your audience is women over the age of 40, then, of course, you’re not going to offer them some kind of shooters or action games, and you will offer them games similar to Match Three or Happy Farm. If on the contrary, your audience is mainly teenagers and males, then you will offer shooters and racing add-ons in your casino gambling environment. That’s the most important issue.

Not Understanding What Meta Gameplay Features Customers Want Harms Business

In the social market, it is vital for the gambling business to know its users and for this purpose exist the so-called “producer” companies that have large shares of the mobile and social market, and that clearly understand what gamblers want to play. Knowing what types of gambling activities and met game paly features will go through and will pay off, and how well it will all work down to the smallest detail is invaluable. Therefore, entering the social media is quite beneficial if you can employ an outsourcing company that can do a qualitative analysis, construct a development plan, a business plan for new game types.

Unfortunately, many outsourcing companies that are willing to take the task don’t even ask about clients, and simply draw elaborate designs without much interest in what the project is aimed at. It is vital to have an understanding that there are big differences according to the region, country, age, gender and other points.

“At Innovecs we are partners and always clarify and ask the client the direction they are aiming at. We can provide that as many of the company’s employees have experience in product companies before joining Innovecs outsourcing team”, states Sergiy Khandogin, COO at Innovecs.

For example, if a gambling business decides to partner up with an Eastern European software development outsourcing company and would like to develop games for the Asian market, it is vital to have points of contact and reference in Asia to pinpoint the preferences of local gamblers. For example, zombies or monster in meta gameplay features of game graphics might pass in the US, but they will be offensive in Asia. Indeed, finding a consultant/expert from the target market will help to create a high-quality product.


Right now if you want to attract people to your browser-based casino platform, you can simply search for such user requests in Google Analytics. But the cost per click starts at $100. And that entails that you get a paying customer, but you still must recoup the mentioned $100 you spent on that user and making money this way may not be viable. The reason is that after getting the customer, it’s a matter of great gaming mechanics and involvement in the game to keep the customer active. Adding social elements and meta gameplay features for new gamblers is a key source of attracting players. Since attracting real money gamblers is very expensive, they are in great demand, and there is only a limited number of them in regions of the world. Accordingly, there are two options that need to be combined for a successful game launch in online gambling: you have to go even further into the social media sphere to publicize your games, and search for the new meta gameplay features to create additional competition and decrease the marketing costs needed to attract players.

Online gambling has become an incredibly popular alternative to going out to casinos or making trips to the races. These days you can easily place small or large bets on quite a lot of different things such as sports, card games, and even e-sports. Although online gambling is considered illegal in some countries due to its addictive nature and propensity to destroy lives, it’s still perceived to be a rewarding past-time for some and a profitable source of income in the field of gambling development outsourcing.

Betting and gambling online once relied solely on cold hard funds of those placing the bets. However, with the relatively recent introduction of Bitcoin, the way players can place their bets has drastically changed. Now you no longer need to tap into your bank accounts, provide personal information for payments or wait long periods of time to get your payouts. Bitcoin has essentially wiped out the need for a lot of these processes which has in turn been a way to deliver disruptive solutions using Bitcoin.

Bitcoin was first introduced by Satoshi Nakamoto in October of 2008 to process peer to peer transactions without having to use an intermediary. The transactions go through network nodes to be verified and get recorded in what is known as a ‘blockchain.’ Get to know more about the Innovecs’ expertise in the blockchain.

A Bitcoin is able to be digitally stored on a person’s computer. This makes it act like a real currency that can be stolen, lost or destroyed. The price of a Bitcoin varies as it all depends on supply and demand, like when you invest in shares or products.

Although there were other cryptocurrencies present before Bitcoin, Bitcoin is generally referred to as the first of its kind. However, it would be more accurate to say that Bitcoin is the first decentralized digital currency. Despite all of this, Bitcoin is the leader of cryptocurrencies in regards to its total market value.

Being used as a solution for eCommerce and retail businesses, Bitcoin has also opened the market in blockchain application development. A blockchain application is a public ledger to show all Bitcoin transactions to have been executed. Bitcoin has also been pounced upon by criminal organizations which has heavily attracted the interest of law enforcement, financial regulators, and legislative bodies, though officials in some countries like the United States recognize that Bitcoin can also be used for totally legitimate financial services.

With the rise in popularity of Bitcoin, it’s not surprising that it has become a new payment option when thinking about top-notch gambling development expertise. The impact this has had on online gambling, and the rise in gambling development outsourcing is that since 2016, Bitcoin has needed to be integrated into the traditional online gambling industry. Of course, since the creation of Bitcoin, there have always been gambling websites that have accepted Bitcoin as payment, but as of 2016, it has become more widely regarded as a way for players to make deposits and receive payouts. Because of the large amount of attention Bitcoin receives, the online gambling industry are starting to see Bitcoin as a requirement instead of an option.

At the moment, in online gambling there is a worry that Bitcoin will continue to take it’s permanent place across the entire online gambling industry. This ideology also carries a benefit to the online gambling industry, as the role of gaming regulators could eventually become obsolete seeing as the blockchain technology rooted into Bitcoin may very well liberate gambling websites from the clutches of anti-competitive dictates of payment blocking set in place by certain governments.

In the UK, the UK Gambling Commission has already made updates to their License Conditions, and Codes of Practice to state Bitcoin is an accepted payment option for licensees. But along with that came a provision that requires licensees to put in place procedures that would prevent Bitcoin being used a money laundering process.


With the implementation of Bitcoin in the online gambling industry came the use of this digital currency as a way for affiliates to receive payouts. Networks of online gambling affiliates are pushing the use of Bitcoin because of difficult issues that arise when using the traditional banking system to make and receive payments. Some affiliate networks of online gambling make Bitcoin the only way to receive payments.

Some of the key features brought up that show how considerable Bitcoin is are:

  • Zero restrictions on the amount of Bitcoin that can be sent
  • Personal information isn’t a requirement for payments
  • Payouts can be processed within the hour
  • The minimum payment threshold can be lowered to $10

Even though the personal information isn’t a requirement, some online gambling websites have implemented a need for a new Bitcoin address to protect privacy for both.


Bitcoin has rapidly become a very quick and cost-effective way to process payouts for both affiliates and players. However, not all affiliate networks have made the use of payments to be accepted via Bitcoin to be mandatory. Instead, they’ve created rewarding incentives to switch to the popular P2P cryptocurrency. For example, a 10 percent bonus for those who receive payouts via Bitcoin instead of traditional payment methods.

With the amount of attention, Bitcoin is receiving from the online gambling industry, it certainly shows how much of an inconvenience it is to go through traditional banking methods. But also, those with top-notch gambling development expertise will certainly be feeling the pressure of getting around the Bitcoin implementation that does currently deliver disruptive solutions using Bitcoin. Because Bitcoin is perceived a solution for eCommerce and retail businesses, more people use them meaning more people will have the desire to use them when it comes to online gambling so it looks like the rise of Bitcoin is unavoidable.

Crosslinking is at work within many gaming sub-industries: in the social and mobile, and in the regular gaming sphere. It can be done via crosspromotion that is a well-developed industry standard. Any indie developer, or any gaming company that has a number of readily available games, does cross-promotion between their games. And this entails crosslinking of real money games with social games to boost conversions in both.

Crosslinking via introduction of similar features

As mentioned in our previous article on “Social casino game trends”, crosslinking can be done via the introduction of features that are customary to real money games into the social gaming sphere. The great example is a recent introduction of live dealers in online card games in social games to imitate the feel of a real casino and the real presence. It is an option with lots of potential, as social casino gamers are paying on equal terms as the real money gamblers, just in different ways.


PokerStars as Great Example of Real Money and Social Gambling Crosslinking

PokerStars is a top online platform to play poker for fun and real money. Accordingly, all that relates to real money play requires a strong regulatory policy that it had issues with. Not so long ago all online poker was banned in the US, and the company had to pay hefty fines to avoid litigation. Nevertheless, after this slump, the company was able to reinstate itself as a leader while putting an emphasis on social gambling in the lucrative countries where the legislation did not allow for real money stakes.

To reenter the real money gambling, PokerStars has to regulate the mechanisms, the probability of winning, as well as its back-end and front-end processes, and check the clients’ eligibility to gamble. All of this takes a bunch of tests, and everything has to be documented. Having done that the social and real money play is very similar in its essence and allows for a seamless crosslinking. And with the recent introduction of BetStars and PokerStars Casino, the company took crosslinking to a whole new level, as they have not only introduced sports betting and casino games in one single platform but interconnected both of them with poker experiences.

Crosslinking of Skill-Based Gambling to Be Introduced Across Industry

Interconnection of casino mechanics with poker as a skill-based game is the best way to attract millennials and the older generation as well. In most cases, casinos attract females over the age of 35 and the online poker community is a trove of younger under 25 folks who love and have the know-how in skill-based gaming.

Even without taking into account the meta gameplay, the successful introduction of crosslinking of skill-based gambling is a great source of revenue and new software developments. This can be done with the help of industry professional software development outsourcing companies that can introduce new features with ease. You can read the latest whitepaper on gaming and gambling here.

Financial Benefits in New Approaches to Attracting Online Traffic

Gaining traffic for social and real money gambling is though quite different. While most operators do their best to offer a unified platform where people can easily switch between fun and cash gambles, the end goal for many of them is to drive more traffic into the real money gambling.

Indeed, social gaming lets the real-money gambling industry attract new gamers via the social media feed and create a new and less expensive source of traffic that has a high probability of converting into paying customers. Attracting real-money gamblers through the standard advertising and promotion means remains highly competitive and requires a lot of funding that needs to be returned through active gambling and customer retention. This becomes even more complex taking into account the strict winning probabilities that need to be counted in when developing gambling software.  To save costs and keep the quality on par, gambling corporation employs companies like Innovecs to outsourcing software development. Get to know more by following this link.

Moneywise it is clear that attracting social gamblers is much more attractive. But another reason is that with social gambling there is no need to follow strict legal rules as the gamers’ winnings cannot be converted into real money. And by offering the interlinking with real money platform, gambling companies can build on the success of social games and boost the popularity of new game types and get paying customers cheaper. It is better to use such mechanics to attract new customers. Other ones can easily cost $50-100 per user and can be compensated (and that is not always the case) over a longer period of time as the LTV and retention costs should be factored in as well.


Legal Woes As a Major Differentiating Factor

The major issue remains: Will the regulatory policy get in the way of real money and social gambling?

Let’s go back to the most important difference between the two. Real money casino games are based on the fact that real money is invested, and users can receive the real money back as winnings. And there is very strong, good quality and elaborated regulatory policy to support this. Although such policies are regional, they are still governed by strict rules and laws. So why is social gambling much more interesting legal-wise? The main positive point is that the regulatory policy is operated on the platform itself. By this, it means that there’s no need to pass some kind of legalization or getting approved by specialized bodies and have in check the probabilities of winning as the prizes have nothing of value, except for the fans.

But the question of supporting legality and strict regulatory policies in crosslinking may still be an issue to some. If a platform has a crosslinking of social and real money and vice versa, the regulatory policies are actually not interchangeable.

The fact is that the operators who provide a link to its real money platform should clearly state that the game is for money and that the platform received all necessary regulatory confirmations and the paperwork is in order. Accordingly, when users come to the platform, their information is recorded, they read and agree to the rules and see a clear difference in the social gaming part of the platform, where all the information needed is first name, email and not much else. This is not a problem, and there is nothing illegal about such crosslinking.

Key takeaways:

  • Crosslinking of social and real money gamblers is worth it as both player groups are well-paying;
  • PokerStars is a great example of crosslinking and cross-promotion between social and real money gaming and gambling on one unified platform;
  • Attracting real money gamblers via social gaming is more cost-effective compared to standard advertising models;
  • Legal issues are not a concern for social gamblers which makes this niche more lucrative.

Discover Latest Social Casino Games Trends 

Social casino gambling grew into a $3.4 bln industry in 2016. In 2017 the market situation will only improve with $4.4 bln revenue to be expected, according to the data from Eilers Research. The overall gambling market is set to reach $91 bln, and the 4 percent social casino market share is a lucrative piece of the pie. Getting to know the latest trends for this year will help direct your investment goals, especially taking into account the software outsourcing market that is there to help gambling businesses reach out to new players on a short time-frame and budget.

Addition of skill-based gaming mechanics

The first place in social casino games trends takes the introduction of skill based game mechanics. It helps attract the millennial generation that focuses on skill gaming like e-sports, and daily fantasy sports betting, as well as the older customers that enjoy random chance games and would like to experience the social casino games. This combination lets gambling companies provide attractive features to both generations and help improve revenue. Such route provides a firm way to expand the demographics of social casino games in 2017 and onwards. We talked a lot about this issue in detail in our previous article “VR is a smart choice for gambling industry”, which we highly recommend you to advise.

Live dealer introduction to imitate real money casino

Another point is the potential addition of live dealer gambling. This can help imitate the feel of a real casino, the real presence in gambling. It is an option with lots of potential as the live dealer feature has been reserved for high-end paying customers in real-money online gambling and its introduction to the social gambling may attract a large audience.

But it’s social casino gambling, and you may wonder if this option is too expensive to maintain. Many businesses that would like to enter the social casino industry misunderstand the value of customers. In reality, it has a fairly large and paying audience, which is willing to spend money but in a different way.

Creating a flow of money through traffic procurement

According to SuperData Research, the average age and gender of social casino gamblers is 36-41 years, and over 72% of it is comprised of females. And the younger auditorium is more attracted to mobile devices, and it is paying on average 4-10% more than the desktop gamers.

The prime sources of revenue with social gaming is in-app purchases and in-game advertising. It is clear that today the social casino games have great opportunities for creating a flow of money through traffic procurement and advertising. This traffic is quite versatile, and engagement can be generated both on the desktop and mobile casino versions of the game.

Streams as a key way to attract new gamblers

From the point of view of attracting new gamers to the social mobile casino, there will be even more marketing resources spent. Live streams, YouTube channel, Instagram videos, for example, are among the key resources. These efforts should be coupled with the ability to install the game on mobile, or social media platform. The options are pretty endless.

The main reason for streams to rival traditional sources of traffic purchasing is because gambling players traffic is quite expensive to get and the cost can sometimes reach totally insane dimensions. And in order to reduce these costs, online social gambling businesses will continue to look for opportunities to generate traffic via new ways, like streams.

The Middle East as a key growth market for social casinos

Online social casinos in the Middle Eastern market are starting to get traction, although, taking into account the cultural specifics, real-money gambling has not always been welcome there. But social casino gambling is a very promising direction as it does not require direct money wagering. To get a firm footing in this market gambling companies need to develop some additional casino game mechanics that are popular there.

The legislation regarding the social casinos is not as strict there, and this adds another layer of benefit, as it attracts those real-money gamblers that have no option but to play social due to strict government rules.

Cross-linking of real money and social gambling

The combination of real-money gambling and social gambling is on the rise. Operators in the market of real money online casinos have many ways to generate paying traffic, but these resources can also be well-spent on social gamers as well. Similarly, social gaming opens up new ways to attract customers via social media platforms, and this will make it possible for gambling operators to create a cyclical traffic, where people playing social casino games will convert to real money players and vice versa.

Therefore, we can expect a potential mixing of user-bases. But to achieve that, companies will have to attract more creative talent to develop software solutions that are attractive to real money players who decide to drop in on the social gambling, for example. Adjusting and adding recognizable templates, promotions and other relevant things, foresees the use of gaming software development outsourcing expertise to go through all of this workload. You can get to know more about gaming software outsourcing by following this link. Another beneficial point in the inter-linking of social and real-money gambling is in-game cross-promotion. This lets companies attract paying customers from various networks, at a lower cost.

Lack of social gambling regulatory policy boosting growth

Real money social casino games are based on the fact that real money is invested, and users can receive real money as their winnings. And there is very strong, good quality and elaborated regulatory policy to support it that includes both regional policies, and the probability of winnings per user. All of this is governed by state rules and laws.

So why is social gambling much more attractive? The main reason is that the regulatory policies it operates under are governed not by countries, but by the platforms themselves. There’s no such thing like needing to adhere to some kind of legalization or getting approved by specialized government bodies on the loss probabilities as the winnings have no real monetary value, except for pleasure for the fans. This means that in the social casino gambling all that you win is purely for fun. It has no financial value – you cannot withdraw any winnings.

Accordingly, it is not regulated. No matter what you do with your game, like dropping or increasing the rate of winnings, neither you nor the player will not lose anything. The only thing that matters is the level of fun from the process – gamers will either like it or on the contrary will not like to play. Therefore, contrary to real money operators there are no real limitations, and this helps boost the introduction of new game types and improve growth like nothing else.

Key takeaways

  • There are seven key trends impacting the social casino business
  • The introduction of new skill-based features is only a matter of time
  • Live dealers in social casino to attract new customers
  • Social casino gamers are paying through in-app purchases and in-game advertising
  • Online streams to become a cheaper way to attract traffic
  • Middles East is becoming a major player in social casino gambling
  • Inter-connection of social and real-money online gambling is becoming even stronger
  • Absence of social gaming regulations helps companies introduce new games faster