"Embrace fresh perspectives in your industry, as suggested by Dan Phillips from NEL Advisory"
In the rapidly evolving world of online gambling, key player expectations are shifting towards more engaging, technologically advanced, secure, and personalized experiences. To meet these demands, the industry must invest in technology upgrades, robust regulatory compliance, diverse payment options, enhanced player engagement, and responsible gaming practices.
One industry veteran driving this change is Dan Phillips, a seasoned professional with a rich background in the online gambling industry. Phillips, who was responsible for a £60m PnL at Gala Coral Eurobet as Digital Gaming Director, now advises organizations across Europe, the Americas, and Africa through his boutique advisory firm, NEL Advisory.
Phillips emphasizes the importance of snackable content in the online gambling industry, arguing that users don't want to wait for the next match to begin or the jackpot. He suggests that the industry can learn from the approach being taken in the US, especially with respect to NFL championships and eSports sponsorship.
Seamless, multi-platform access is another crucial player expectation. To deliver this, Phillips advises developing user-friendly apps optimized for mobile, desktop, and tablets. He also encourages expanding offerings with esports betting, live betting, and interactive games to cater to the growing demand for innovative game types and live betting.
Security and trust are paramount in online gambling. Phillips suggests implementing strong data protection, fair play measures, and complying with regulations globally to ensure player confidence. He also advocates for flexible, diverse payment methods, supporting credit/debit cards, e-wallets, bank transfers, and emerging crypto payments.
Personalized experiences and engagement are essential in today's online gambling landscape. Phillips believes that AI and data analytics can be used to tailor offerings and promotions to individual players, offering a filtered gaming portfolio based on the player's likely preferences.
Responsible gambling and fair play are non-negotiable. Phillips promotes transparency, offers tools for self-regulation, and ensures reliable customer support to ensure a safe and fair gaming environment.
Looking ahead, Phillips believes that the online gambling industry should focus on delivering what the next generation of users will want, rather than solely on regulatory requirements. He also stresses the importance of localization, extending beyond language to include local payment solutions, partners, media, and celebrities.
Phillips concludes that an optimal mix of in-house and outsourced content is key for operators. He can be reached at [email protected], and a video version of his interview is available online.
The online gambling market is forecasted to grow at a compound annual growth rate (CAGR) of around 6-7% through 2035, with strong gains in online sports betting and iGaming fueled by consumer interest and technology advances. Companies like BetMGM are projecting higher revenues and earnings for 2025, reflecting rapidly growing engagement and demand for online offerings in regulated U.S. markets.
Emerging online casinos with attractive bonuses and innovative platforms thrive as players seek fresh and improved gambling experiences. Global regulatory environments are evolving with detailed oversight on online gambling, underscoring the need for operators to maintain compliance and adapt to jurisdictional specifics.
In summary, the future of online gambling lies in delivering convenience, innovation, security, and personalization. By leveraging technology, expanding product diversity, ensuring trustworthiness, and adhering to regulations worldwide, the industry can meet and exceed player expectations, ensuring its continued growth and success.
The online gambling industry can benefit from adapting business practices like those in the entertainment sector, offering diverse and interactive games to cater to changing player demands. (Tech + Entertainment)
To align with growing expectations in sports, online gambling platforms may consider partnering with sports teams or events, as demonstrated by the success of companies like BetMGM. (Sports + Business)
