Trust online betting

Trust in the gaming industry has always been a hot topic – operators and regulators living a classic love/hate relationship over licensing rights, compliance and sustainability on a global scale.

In recent years it has become increasingly clear that those who reach the dizzying heights of customer loyalty are prioritizing trust, with gaming veterans like Paddy Power and Bet 365 leading the way. With the risk of driving the industry underground, integrity and security are no longer just attractive USPs, but necessities to maintain industry compliance.

Rutherford says that at Leadstar Media “the importance of communicating a sense of trust and security to our customers is recognized as a key pillar of our success across all of our various products, in the more than 30 geographic markets in which we currently operate” .

Understand why trust in operators is important

Industry leaders realized that there were pain points around trust and wanted to know more about what this meant for consumer decisions about online betting. After conducting a survey asking if online sports betting should be legalized in the United States, perhaps somewhat surprisingly, 57% voted yes.

But that wasn’t the survey’s most important finding – trust came out on top as the most important factor in choosing an operator with 39% prioritizing it over any other aspect.

How does the operator ensure they are Actually earn the trust of its customers?

Leadstar Media believes it is a priority to be candid and direct with customers in a way that builds trust in their brand as well as those they work with. “We believe we are good at generating credibility with our consumers by making it clear to them that we only feature licensed and legal operators on our website in as many cases as possible.”

The survey also revealed that only 37% of people would be able to identify a licensed bookmaker. This begs the question, do affiliates and operators need to do more to showcase their credentials to the customer in order to build trust, and if so, where does this fit in the marketing of Mark ?

Build trust through marketing and product offering

With competition in the gaming industry, it is more essential than ever to stand out from the crowd when it comes to player transparency. Achieving this can be difficult, especially with such a spotlight on compliance and the coming into force of new regulations, which is why companies must find new initiatives to help show the customer what he want to see. The result? Outwit your competitors by retaining customers who would have fled to the “other side”.

Rutherford adds, “We have established that being able to convey a sense of trust in our brand, as well as the various gaming brands we work with, is critical in terms of customer acquisition and retention when operating here in the States. -United. ”.

However, as with most things that are directly related to people’s personal finances, such as banking and insurance, the US market tends to be very cautious, and the online gambling industry is no exception. .

Rutherford acknowledges: “It is imperative that we in the industry take note of the shifts in customer focus and implement this ideology in our strategy moving forward.”

It’s no wonder that historically, the safety and integrity of gamers has been seen as going against the commercial benefits of corporations. Clearly, companies like Leadstar Media are beginning to recognize that these buzzwords are now the key to success. While a good portion of companies use marketing to build trust around player safety, Leadstar Media is focused on showing it more through its product offering.

“We don’t see marketing as our primary method of developing a trustworthy image. On the contrary, we succeed by providing the best products to our users, by working only with licensed and legal operators, and by conveying and clearly showing these ideals in our products.

I believe the carriers and we as their affiliates have a great responsibility to clearly communicate to the general public which carriers are legal and safe. We also believe it is important for us to shed light on unregulated offshore operators who put people in dangerous and risky situations”.

The Correlation Between Confidence and Market Maturity

Rutherford makes a valid point, just like when consumers walk into a supermarket, they tend to choose a brand they fundamentally trust. How do they decide these? By looking for reputable sources that might be a “stamp of approval” from a food regulatory body, for example. In this case, affiliate sites such as unitedgamblers.com instantly instill a sense of trust in the customer as it is marketed, and therefore recognized, as a trustworthy brand.

As Rutherford puts it, “At the end of the day, we basically guarantee the legitimacy of the operator by displaying it on our website”.

With all the data points confirming the importance of building customer trust and how it directly leads to better customer retention, why are some markets still lagging behind?

Take the United States as an example, there is still a large amount of unlicensed brands displayed on various affiliate sites. This begs the question: is the importance of trust a sign of an immature market?

“The importance of trust, among other factors, is most certainly a major indicator that we are still working with an immature and evolving market. This early market period is critical both for betting operators and for us as their affiliates to determine what is valued most by potential customers, and most importantly, what we as significant participants in this industry, must pass on to our customers to satisfy their values.

However, when an affiliate site that works with unlicensed operators presents offshore books as viable options, it creates a confusing situation for customers and undermines some of the work done by companies like Leadstar Media.

Rutherford continues, “The best approach for us to overcome this is to stick to our mission of providing our users with high quality products that offer them the best answer to their queries while educating them about the legal landscape at the same time.

We believe that if we listen to our customers and design our products to better meet their needs than our competitors, we can achieve our company mission and help the industry mature as a whole.”

Offline Presence vs Online Presence

It’s safe to say that users want complete transparency when they play, not just in regards to the odds, but from start to finish of the game path.

Rutherford believes this stems from the fact that an offline presence is key to building trust in an online brand, especially for the operators themselves. “Having a strictly online presence allows some brands to hide behind the veil, so to speak. However, having a strong presence in the offline world usually requires some sort of partnership with another entity or brand, and that comes with a lot of trust with the people a brand collaborates with.”

For example, big brands like DraftKings Sportsbook have their logo wrapping around multiple stadiums of major league baseball teams, and Rutherford points out how big brands doing this automatically instill a sense of trust – trust that fuels affiliates. .

“By building on the established trustworthiness of another entity in the offline world, operators and affiliate sites can both improve their own trustworthiness simply by affiliating with recognized and respected brands.”

What does the future look like for affiliates?

At Leadstar Media, Rutherford says their mission is the same and it’s up to other companies to follow their lead.

“We will always provide our users with the best products on the market while maintaining full transparency and doing everything we can to educate our users on the importance of using licensed operators, as well as how to spot and stay up to date. away from unlicensed operators.

We are greatly encouraged by the initial successes we have already seen in the US market and we are excited to build on this momentum.”

Ian Rutherford is a US website manager at Leadstar Media, a Stockholm-based subsidiary. He became an important member of the company’s American team, using his experience in sports betting. He is also very involved in the company’s entry into the Canadian market.


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