The rise of Apps in the iGaming Space: Key strategies for success
The iGaming industry is undergoing rapid transformation, with apps playing an increasingly pivotal role. Originally centered around online casinos, the scope has now expanded to include areas like sports betting, where apps are becoming crucial for user engagement and experience enhancement. At the SiGMA East Europe, conference, Mariusz Gąsiewski, CEE Mobile Gaming & Apps Lead at Google, delivered a keynote addressing key strategies for a successful app strategy in the iGaming sector. He emphasized three core actions: boosting user engagement, establishing quality and trust, and leveraging data to drive value.
Growing engagement
The primary goal of any app is to boost user engagement. Apps have a unique advantage in keeping users connected for longer periods, which increases the likelihood of repeat visits. Unlike other digital channels, apps are installed directly on users’ devices, offering a direct line to them. The key to success lies in providing users with compelling reasons to return frequently.
Data reveals a significant gap in retention rates between top-performing companies and their average competitors. For instance, in the sports betting sector, companies with the highest day-two retention rates achieve user return rates nearly three times higher than their peers. This underscores the importance of crafting an app experience that not only attracts users but also retains their interest over the long term.
Google’s research into app categories highlights the crucial role of the first 25 minutes of user experience. In the iGaming sector, the traditional focus has been on expediting user registration and initial deposits. However, a successful app strategy should emphasize delivering a positive first-time experience that fosters ongoing engagement. This involves creating an onboarding process that appeals to both experienced users and newcomers, distinguishing the best apps from the average ones.
Building quality and trust
The second critical component of a successful app strategy is building quality and trust.
“It’s crucial to ensure that people understand what is fake and what is real, especially in the iGaming space, where trust is already a significant issue.”
To build trust, apps must deliver a high-quality experience that is reflected in user ratings. For instance, apps boasting ratings of 4.8 for overall experience and 4.6 for specific categories like casino games not only demonstrate exceptional user experiences but are also better positioned to attract new users. High ratings act as social proof, enhancing the app’s perceived reliability and quality.
Data analysis from regions such as Central and Eastern Europe indicates that apps with higher ratings perform better in terms of downloads and user sessions on both iOS and Android platforms. Typically, ratings of 4.3 to 4.4 are considered a baseline for high-quality apps, while those rated 4.6 or above are associated with top revenue categories.
Transparency regarding data usage is another critical element in building trust. Users are increasingly concerned about how their data is managed, with nearly half expressing apprehensions across various sectors, not just iGaming. Therefore, it is vital for companies to clearly explain the purpose of data collection and its use, providing users with reassurance and control over their personal information.
Acting on data and value: Targeting the right users
The third key element of a successful app strategy is acting on data and value. The shift toward value-based strategies is becoming increasingly prevalent, particularly in gaming categories like slots.
“It’s not about acquiring users for the app, but more about acquiring the right user at the right time, focusing on high-value users rather than just sheer volume.”
Google’s data reveals that in the slots category, a significant portion of traffic is driven by value-based bidding. This strategy targets users who are not only likely to make an initial deposit but also show high potential for continued engagement and transactions. This shift reflects a broader trend in iGaming marketing towards prioritizing quality over quantity.
Comparative data from recent years underscores this trend, highlighting that acquiring the right user at the right time has become increasingly crucial. Leveraging data to identify and focus on high-value users ensures that marketing efforts are concentrated where they can achieve the most significant impact.
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