5 ways to improve player User Experience as an iGaming Operator

User experience (UX) is a commonly used term in the iGaming industry. It’s about putting your users first and making their experience with your products as smooth and seamless as possible. It’s about finding the most efficient and effective ways of directing players to the objective, whether it’s registering, playing a game, placing a bet or making a deposit. In order to provide the best UX iGaming operators should truly listen to what their users want or how they want to engage. 
 
So, let’s take a look at a how you can use digital and technology as an iGaming operator to improve your overall customer experience offering. 

1. Going native  

Without a doubt, one of the best ways to provide your players with a superior user experience is to build a native app. Native apps adhere to the guidelines that ultimately enhance and align the user experience with the specific operating system (iOS / Android).  
 
As a result of native apps following the guidelines and specific UI standards set by the operating systems, the overall user journey and experience of your app will be enhanced. This improved journey allows players to better understand your app (for example navigating to favourite games or winning numbers). Adhering to specific guidelines allows users to interact with your app through actions they’re already familiar with. 
 
Native also means that your app has access to the systems release yearly updates, which includes exciting new features and augmented player experience tools. For example, mkodo was appointed by WCLC to build their native Lotto Spot! app which went live in July 2020. As a result of going native, WCLC was able to create their app with the following features: 

- Ticker scanner – all lottery and zing games
- Find your retailer 
- Winning numbers – past and present
- Upcoming draw details 
- Upcoming jackpot amounts 
- Push notifications 
- How to play instructions for all WCLC Games  

If you intend to use your app as one of the central tools for interacting with your players, then without question, you must deliver an excellent user experience that supports mobile app retention. Even the slightest frustrations, can lead to poor retention rates and increased uninstall rates and this is where non-native apps simply cannot compete. 

2. Integrating digital and retail

Post-COVID and the death of retail is not as imminent as was once thought. For lotteries in particular, retailers are still at the core of their ecosystem. Impulse purchases and the footfall of players looking to buy lottery tickets in a retail environment cannot be underestimated.  
 
However, today’s consumers will shop online or in-person, based on their preference, convenience and maybe even the weather. Integrating a digital strategy is vital to engaging a new generation of players, as well as revitalising the excitement for core and infrequent players. 
 
Looking to the future, the demand for convenience is key and innovative products that provide a better user experience stand at the forefront. For example, checking winning numbers accessed via an app or web app (Ticket Scanners) provides players with instant results and can quickly move them to second-chance games if available. This functionality can evolve further into Mobile Cashing, allowing players to digitally collect winnings on their device from a ticket purchased at retail. Moreover, if regulation allows for customers to buy a lottery ticket or place a wager on a mobile device outside of retail, a digital offering is an essential tool to give power to a customer to decide when and where they play. These are just some excellent examples of how retail and digital can work together to improve player experience as the industry, and consumer behaviours continue to evolve over the coming years.

3. Security and regulatory compliance

As an iGaming Operator, you’ll be handling the personal information of your customers. Players need to be assured their accounts, passwords, banking details and personal profiles are safe. Not only that, it’s also part of regulation as an iGaming operator. So, whilst it’s largely in the background, providing your customers with a safe and secure place to play online is essential to your overall user experience rating.  
 
Working with a front-end specialist like mkodo, you can build in data protection layers across your digital iGaming products, including geolocation services. Which in many jurisdictions is now part of regulatory compliance. mkodo has its own geolocation service exclusively built for the iGaming industry, GeoLocs. The GeoLocs geolocation service allows operators to self-manage their own geo-boarders with a seamless integration, not to mention increases security for players.  

4. Make it personal

Providing your players with the ultimate experience is a lot about tailoring your offering. It’s a case of different experiences for different jurisdictions and different regulations. Commercial Director at mkodo, Will Whitehead, said in a conversation with SBC “Don’t just focus on good game content and sportsbook data/odds/markets. Focus on the UX and the UI. Remove barriers to key user journeys including registration, login, deposit, gameplay, placing of bets, and claiming winnings.” 
 
Not only that, but it’s also important to differentiate your UX offerings among various user groups in order to stand out from the crowd, such as VIPs versus novices, big spenders versus casual punters, and older generation versus newer generation and targeting specific verticals. For example, one app could cater to the VIP player who is less invested in the front-end experience and just wants the best odds and great performance. Whilst another app would be for the casual player who wants to have fun with the most popular sports and events easily available. 
 
Tailoring your digital iGaming product offering and personalising it based on user groups and locations is a sure-fire way to improve user experience for iGaming customers.  

5. Analyse user interactions

As operators develop and launch new products and services, they need to place their players at the centre of the brand experience. This means considering when, where and how customers want to play, and ensuring they have products in place to meet players needs wherever they are. 
 
Utilising analytics across your digital products provides detailed insights around how users interact with your apps, websites etc. This allows you to make enhancements to your offering which will better meet your player’s needs. In turn, providing them with a much more personalised experience - ultimately improving brand loyalty, player retention and number of app downloads. 
 
Will Whitehead said in a conversation with Emerging Leaders of Gaming “If operators truly invest in a digital strategy they could see great rewards, including access to improved data that helps operators better serve their customers - achieving an enhanced and entertaining experience for their players.” 
 
 
To ensure that players feel at home online, their journey needs to replicate that feel – and that’s where a good and tailored front-end comes in, to ensure products better appeal to local players. This is not a difficult task if you engage with a supplier that understands the importance of front-end experiences and focuses on areas such as UX and UI, functional user journeys and the entertainment factor, differentiating against the competition with best-of-breed software, functionality, and accessibility. 
 
From our extensive over 20 years' experience in mobile apps development, we can attest to the fact that player experience is becoming more important than ever and with changing consumer behaviours focused on convenience, iGaming operators need to be on the top of their game when it comes to marrying digital and retail to offer an outstanding user experience.  
 
 
Contact us today for more information around how mkodo can support you with the best-in-class apps, websites, digital UX and geolocation services.