How to improve UX to increase retention

The guide by German Catzman, a marketing and business development specialist in iGaming.

In the fiercely competitive sportsbooks and online casinos industry, distinguishing oneself goes beyond flashy promotions or brand visibility. True excellence lies in prioritising user experience (UX) and customer relationship management (CRM). From the initial interaction to every step within the company, the focus should be on meeting customer needs and creating a memorable experience.

Several crucial aspects need consideration in this context:

1. Business Intelligence: Micro-segmentation is vital for differentiation. Utilising artificial intelligence for in-depth data analysis enhances the understanding of user behaviour and preferences.

2. Brand Guide: Tailoring every communication based on segment expectations is essential. Regular feedback ensures continuous improvement in messaging and brand representation.

3. UX: Redefining the UX concept involves considering every touchpoint, from user interface (UI) to CRM, messages, and promotions. The aim is to create an immersive and enjoyable experience, similar to the 'experientialisation' concept applied by successful brands like Disney.

4. CRM: Personalisation is key. Offering targeted promotions and bets based on individual preferences, supported by effective AI responses, enhances the customer experience.

5. Start with Small Changes: Overcoming the fear of large-scale changes begins with small, meaningful adjustments. Starting with manageable improvements is a practical approach to instigate positive transformations.

6. Continuous Evaluation and Adjustments: Regular reviews and gradual adjustments are crucial for user adaptation and avoiding sudden disruptions.

7. Customer Retention Expectation: A solid UX and CRM strategy contributes to customer retention, maximising their value over time.

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Kenya is Poised to Re-regulate its Gambling Industry

Kenya is poised to re-regulate its gambling industry pending parliamentary approval of the Gambling Control Bill 2023. The proposed legislation seeks to overhaul regulations, implement stricter oversight, and enhance player protection nationwide. A key component is the establishment of the Gambling Regulatory Authority (GRA) to replace the current Betting, Control, and Licensing Board (BCLB), granting the GRA significant authority in licensing, renewals, suspensions, and revocations.

The bill introduces various measures, including prohibiting the registration of minors for online gaming, lotteries, or betting activities. It also advocates for restrictions on gambling advertisements on TV and radio, confining them to the hours between 6 am and 10 pm. To combat unlicensed operations, the bill proposes substantial penalties, with initial violations potentially resulting in fines of up to KES3m (€18,413) or a three-year prison term.

Taxation is addressed in the legislation, proposing a 15% tax on gross gambling revenue, along with a monthly gambling levy determined by Kenya's 47 counties. Notably, the bill specifies a minimum of 30% Kenyan citizen shareholding for licensed operations, a departure from the previous 49% requirement. The law also mandates transactions through Kenyan-registered banks and requires insurance security bonds for liabilities. A minimum stake of KES20 (€0.12) for online gambling is proposed to discourage lower-income individuals, with penalties for operators violating the minimum threshold.

The bill's introduction by National Assembly majority leader Kimani Ichung’wah suggests likely passage, although the exact timeline for parliamentary approval remains uncertain. Kenya's regulatory reforms coincide with a surge in online gambling activities, with KES88.5bn collectively wagered in the 12 months to June 2023.

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