Gambling and betting niches are booming and this can’t but attract webmasters from all kinds of backgrounds. However, it takes more than just deep pockets and traffic skills to get lucky in this field – you also need to understand the way players think to create the offer that really resonates.
Today we’ve got some expert insights from Mike Waizman, Head Of Brand in NGM Game and a pro in marketing and IT. He’s here to share fresh strategies for connecting with your audience in the iGaming world. Together we’ll tell you everything you need to know about people who click your affiliate links!
Why You Should Study Your Audience’s Psychology
When evaluating success of iGaming campaigns, people typically zero in on the numbers: minimum deposit amounts, winning caps, withdrawal limits and, of course, top priority for affiliates – cost per registration and deposit. But here is the thing: user psychology has started playing a much bigger role lately.
Let's talk about a common headache in the industry – gaming platforms cluttered with unnecessary fields and pages. This isn't just annoying, it actually hinders signups, reg-to-dep rates and other important conversion metrics. Want some hard evidence? Oli Gardner's research* dropped a bombshell: anywhere from 20% to 60% of potential players bail on the registration process due to cognitive overload caused by poorly optimised forms. A clear sign that less is often more.
Here is another intriguing nugget: French researchers* uncovered how different players interact with gaming interfaces. Casual players usually focus on specific areas while playing, almost like following a mental map. As for players with gambling tendencies, their attention bounces around like a pinball machine. Even this single motor-psychological trait insight provides operators with enough information to effectively tailor game mechanics to specific player types.
So it’s clear: players psychology isn’t just some fancy theory. It’s indeed a great tool for growing iGaming business. Once you crack the code of psychological patterns, you’ll be able to segment your audience and target it with surgical precision.
Evaluation of Website Usability: What Matters Most
Let’s look at what makes a gaming platform truly player-friendly. Here is a checklist that separates the great from the merely good:
- Simple and intuitive interface for smooth navigation;
- Player autonomy so that users don’t feel boxed in;
- Consistency and uniform standards;
- Bug-free experience due to timely issue detection and prevention;
- Balanced minimalistic aesthetics with no clutter;
- High-quality tech support and knowledge base.
Here's a real-world example that'll make you nod in agreement: you know that annoying moment when you are hunting for the tiny 'X' to close a window? Ain’t nobody got time for that! Well, here is a mind-blowing solution… Let players click anywhere outside the window to close or minimise it. Boom, your page usability is boosted by 100+! Those saved milliseconds add up, keeping users in their groove instead of playing hide-and-seek with close buttons.
Now, for the big leagues – medium and large iGaming businesses have some seriously cool tools in their arsenal. We're talking next-level testing that sounds like something out of a sci-fi movie:
- They're literally reading players' brains with electroencephalography to see how hard their minds are working;
- Heart rate monitors track stress levels (because nobody wants their players having a meltdown);
- Eye-tracking tech reveals exactly what catches players' attention and what causes distractions.
This is just scratching the surface of what is possible in user behaviour analysis, but even these methods pack quite a punch. Dig into the data and you'll spot your platform's winning moves and stumbling blocks clear as day.
Roadmap: Building Your Dream Interface
To create a platform that's both user-friendly and engaging, you need a holistic approach where every element works in perfect harmony. Here's your four-step game plan:
- Target Audience Profiling. Who are your users? What makes them tick, click and stick around?
- Competitor Analysis. Scan other platforms for best practices to follow.
- Bug Hunting and Fixing. Adapt those good finds from competitor insights.
- Neuromarketing Metrics. Track the brain-science stuff that keeps players glued to your platform.
Growth Points: Where the Magic Happens
Let's talk about what you get after sprinkling some neuromarketing wisdom into your platform. The numbers inevitably improve:
- Conversions. More users complete desired actions.
- Retention Rate. Players are kept engaged for longer.
- User Loyalty. A community of dedicated users is built around your website.
- Average Player Session Time. Longer sessions mean more engagement.
- Player Lifetime Value. Players stay with your product for an extended period of time.
- Organic Traffic Growth. More visitors are attracted naturally.
When players fall in love with your platform because it feels as natural as breathing, they become your biggest cheerleaders. They'll spread the word faster than wildfire, dropping positive reviews and recommending your site to anyone who'll listen. Yet, some operators overlook this and get stuck in the "throw-more-bonuses-at-it" mindset. Sure, bonuses are nice, but a smooth, intuitive interface? That's what really keeps players coming back for more.
One Last Thing About Practice: Culture Shapes Play
Our colleague Mike Waizman took player psychology beyond theory and explored how players from different parts of the world interact with gaming interfaces. A few years ago, it was believed that most users focused their attention on specific areas of the screen. Well, plot twist: that's mainly a Western thing! Particularly in countries like the United States, Canada, the United Kingdom and the Czech Republic. But hop over to China, Taiwan or Japan, and you'll find players gravitating towards contextual attention, that is, taking in the whole scene, along with other details across the interface.
Here's the science to back it up! A US study* involving 78 participants found that North Americans lock onto central screen objects for 300 milliseconds (or 6%) longer than their Chinese peers, who spend that time exploring every nook and cranny of the interface. Why? It all comes down to something as fundamental as how we learn to read. The Chinese writing system literally rewires how Asian players process visual information!
The takeaway here is that tracking perception patterns among different target groups and adapting your product to various regions is very important. For Western markets, adopt a spotlight view and design a website with a well-organised central zone with key information. For Asian markets – take a panoramic approach with an interface where every element contributes to an impressive bigger picture.
Conclusion
Let's cut to the chase: user psychology in iGaming is the secret weapon too many operators are sleeping on. Once you figure out how your players think and behave online, you've basically found the cheat code to success. You’ll nail that perfect product-customer match and bingo! Your customers are happier and your numbers shoot through the roof!
* All data has been sourced from materials provided by Pepper Partners
