Online casinos are using innovative methods to promote themselves and attract new customers. Much of this is related to their relationship with the wider gaming and social communities. We discuss how new casinos blend gaming, social media, and more in the text below.
For some time, online casinos have existed in their own bubble. Seen as a niche pursuit designed for a specific demographic, this perception is changing rapidly. Part of this has been down to how new casinos have begun to delve into cues taken from wider gaming circles. In doing so, they are making themselves more social in the process. These new casinos are attracting a different demographic and transforming the online casino scene in new and unexpected ways.
Crossover Titles
The most obvious way new casinos have done this is through crossover titles. This has primarily been in the slot game niche. To begin with, slot games experimented with themes: Fishing and mythology are just two of many. It then became apparent that using existing licenses from popular culture was a great way to attract new customers. Some of these games, such as the Terminator 2 slot machine, became cult classics. However, one of the first slots to use a license was actually a version of Tomb Raider, heralding gaming’s arrival on the casino scene.
Since then, there have been a fair amount of gaming crossovers. Even retro games like Super Street Fighter II: The World Warrior have had slot incarnations. Not only do they use the license, but they have blended elements of the original arcade classic with the slot action. This involves levelling up to increase the stakes and the incorporation of boss fights to bag the largest jackpots. These games are essential for a new casino. In a highly competitive field, this new selection of games manages to set them apart from others. Amidst the numerous Ancient Greek and Candy Crush-style games, a recognisable, unique title like this can drag customers to them.
Social Gaming
Casino games are generally quite isolated pursuits. Slots are a single-player game; poker is played against others, and in other titles, you are against a dealer. It has been quite hard for casinos to incorporate any sort of social elements for this reason. That was until the advent of crash gaming, which arrived in 2019 with the title Aviator. It involves wagering on the path of an aircraft. The longer you stay in, the more your total is multiplied. If you don’t cash out before it crashes, you lose everything. The simplicity of the game made it very popular from takeoff. People no longer had to learn complex rules to play casino games.
However, the real catch lay in its social gaming element. Players enter a lobby at the start of the game. Where they can look at other players’ high scores. People can chat, and as everyone is betting on the same event, pool their bets. This makes for a social casino experience unlike any other. Not only did this herald the start of a casual gaming explosion, but it also brought in a new concept where people played together and shared their experiences.
Live Streaming
Finally, casinos have recently begun to embrace streaming technology. This has been inherent in wider gaming for some time. People have streamed their first-person shooters, strategy titles, and others for people to watch. In fact, it may surprise many to know that the streaming platform Twitch has had a healthy poker section since its inception.
Recently, streaming platforms have begun to see an increase in players from gambling networks. Showing off their slot titles or even uploading games to YouTube, is an avenue the industry has struggled to grasp. This is in many ways down to regulation. In the US, where gambling laws differ from state to state, it caused major problems with some streamers having to move their operations to Canada. The result has been Twitch changing their regulations, often muddying the waters even further. Kick, a platform for streaming owned by gambling company Stake, was set up in response. However, it still needs to attract the mainstream gaming audience Twitch has, despite its high-profile acquisitions.
This melding of streaming tech and social casinos has been embodied in the live casino experience. These are games overseen by a croupier in a studio. Using integrated technology, they do everything they would in a physical casino. Players at home can then take part, making wagers and bets as the game plays out. There are even chat functions, replacing the social interactions lost in a real brick-and-mortar casino.
To keep themselves relevant, online casinos must adopt this social approach. While many are, there is still a long way they can go. Part of this may be down to legislation; the rest may be down to technology. However, the social age of the casino has arrived, and it is here to stay. You just need to find the right one for your needs.
