Since their inception in the late 90s, online casino sites have seen a monumental rise in popularity. With far more game selection and no need to travel, more people than ever prefer playing online than in-person.
The online casino gaming industry was already valued at close to $60 billion in 2021. This figure is expected to grow at a compound annual rate 11.7% from 2022 to 2030.
The transition to online has been hugely assisted by technological advancement that aids in replicating a more authentic experience. There are live games that include a live deal and allow interactivity as well as realistic audio and visuals.
An inevitable consequence of such a huge player base is a highly saturated market full of fierce competition. The vast amount of choice has benefited the player as companies do all they can to remain competitive.
With the online market constituting an increasing portion of total revenue, considerable effort is put into perfecting online users’ experience.
Millions are spent on developing unique and innovative new games, exclusive to certain sites. Equal amounts are also spent on marketing campaigns and targeted advertising.
Many online casino providers are also using attractive bonuses and rewards such as no deposit bonuses and free spins to entice new players. With no pre-existing loyalties, value for money is often the difference maker for potential customers.
An often-overlooked way in which online casinos can stand out is through professional and engaging website and app design. It’s often said that you don’t get a second chance at a first impression, so initial appearance is vital.
This article details the importance of design for online casino sites and the different elements that it constitutes.
User Interface (UI) refers to the visuals and stylistic elements of a website, such as aesthetics, animations, and menu categories. It is as important as UX, and the two must harmonise for optimal player engagement and enjoyment.
With such a saturated market, initial appearance is often the best way to stand out. Bright, bold colours are optimal for this and give the site a memorable and excitable look.
More muted colours can give a simplistic and professional look, though they mustn’t appear dull or boring.
Consistency is key when considering the overall look and feel to a website. Colour patterns should be uniform and the same across all pages of the site.
Online casinos players are notably fickle and there is only a short, golden period to lock their interest.
Game Audio and Visuals
Whilst the UI is the initial appearance, the audio and visuals of the games themselves must be equally impressive. Contemporary technology allows these elements to be better than ever before, which should be reflected in the games.
Players get bored quickly, therefore having an engaging aesthetic is crucial to negating this. Current 3D graphics are ideal in creating an attractive and modern looking game.
Crisp realistic sound effects are a requisite for contemporary games and essential to replicating real world casinos. The sound of a spinning slot reel or a roulette ball whirling around the wheel should be indistinguishable from real life.
Music has been shown to increase player energy levels and attentiveness and also can’t be overlooked. Whether at the roulette, poker or blackjack table, there must be engaging yet relaxing audio to fill the silence.
With slot games that focus on specific themes, there should be relevant audio that encapsulates the relevant theme. For licensed slots such as those based on The Chase or Deal or No Deal, legitimate licensed music is important.
Even perfect aesthetics are futile if a site is plagued by bad user experience (UX). UX encompasses a range of elements such as navigation and functionality.
No customer wants to be bored by long loading times, and even waiting a few seconds can deter potential players.
Navigation is a crucial component of user experience. It must be easy for players to find everything the site offers such as games, account settings and customer service.
Customer service and engagement is particularly important, and it encourages returning players. Proactively asking customers for feedback and improvements is better than waiting to fix an issue after the fact.
Personalisation is another element that can be integral to improving a website’s design. Algorithms that collect data on players can tailor specific game recommendations they may enjoy.
A tab that offers the player the choice of games that are trending can also offer new experiences. Playing the same game extensively may get boring so variety and alternatives are important to keep a player entertained.
The ability to save previously played games eliminated the need to repeatedly search when again. Similarly, a section that saves gaming history can be useful if a player forgets the name of a previously played game.
Why Design a Site’s Most Important Feature
Few industries are as fiercely competitive as the online casino gaming market. There are hundreds of reputable sites all vying for clicks and customer attention.
It’s in the realm of app and web design that the latest battle lines are being drawn. Sites are balancing simplistic yet engaging designs on sites that are easily navigated even by internet newcomers.
With what’s capable with modern technology, playing a site that looks outdated instantly deters new customers.
A good design is one of the integral features to incentivise players to return rather than just play once.
Subscribe to Jebiga for a dose of the best in gear, design, rides, tech and adventure.