If you’ve been in the online casino industry, you know very well that standing out here is no mean feat. According to Grand View Research, the global digital casino market volume has already hit $19.11 billion and could almost double to reach $38 billion by 2030. Competition in this industry only continues to increase, and operators must find new ways of differentiating themselves.
Interestingly, one of those ways could actually be targeting niche markets like horse racing. Do you know that, according to the Jockey Club, approximately six million flock into racecourses in Britain alone every year? If that’s not enough, Two Circles ranks this sport as the second-most attended in Great Britain. When it comes to betting, horse racing draws the attention of millions of punters. As Allied Market Research notes, the global horse betting market is expected to jump from $44.3 billion to $91.2 billion by 2032.
Of course, no forward-thinking business would want to miss out on such a large market that already understands risk. That’s why online casinos, non-GamStop included, are targeting this market. Take those available on https://non.gamstop-casino.co.uk/, for instance. By offering easy access and a wide range of games, these platforms are positioning themselves to convert racing punters into equally loyal casino players.
So, given that horse racing offers a lucrative opportunity to stand out, what can online casinos do to effectively appeal to fans without alienating them?
Diversifying product portfolio
A market worth $44.3 billion definitely has significantly varying preferences. While some players may prefer slot games, others may favour table games. That’s why operators integrate numerous products to ensure everyone has something that matches their tastes and also to keep the gameplay fresh. Imagine signing up for a platform with only one type of game. Well, after a few gaming sessions, the platform might quickly get boring and even discourage you from ever returning to it.
Online casinos are aware of this and are working hard to provide excellent all-in-one experiences, where players can comfortably switch between different game variations on a single platform. At a time when entertainment consumers have become super discerning, enabling seamless access to multiple game types can help improve user engagement and, as a result, translate to better business performance.
Integrating horse-themed titles can also be handy. Think of it as spinning a reel in a casino game featuring galloping horses and race-day imagery. These thematic touches create an immediate sense of familiarity for racing fans, which could deepen their connection to your platform.
It’s just like visiting a new place. When you find a corner that feels like home, you instantly get comfortable. Similarly, when horse racing fans recognise familiar imagery within a casino game, it reduces the barrier to entry and makes them more likely to explore other offerings on the platform.
Provide as many payment methods as possible
Diversity doesn’t just end with game selections; it also extends to payment options. Horse racing fans come from all walks of life and have different preferences for depositing and withdrawing funds. Some love using traditional methods like bank transfers, while others lean towards e-wallets. Catering to each of these preferences by diversifying payments makes it easier for users to engage without friction.
Surprisingly, Primer.io says up to 59% of customers would leave a platform if it didn’t offer their preferred transaction method. Remember, many other operators are eyeing this audience. So, if a racing enthusiast logs into your platform and can’t quickly transact using their preferred method, they could get frustrated and turn to competitors who are just a few clicks away.
Flexibility in payments also builds trust. With online attacks becoming increasingly popular, internet users want fast and secure transaction systems. If they hear rumours of delayed funds, they may associate your brand with illegitimacy, which may negatively affect your competitiveness. That’s why adopting faster options like digital currencies can be handy.
At the same time, you want to secure transactions to avoid missing out on trust-conscious audiences. Imagine the pain of losing up to 81% of customers, who, according to Amra & Elma, must trust a brand before transacting with it. Since this is a significant loss to endure, operators are using infrastructures like two-factor authentication and SSL encryption to appeal to security-conscious racing fans.
Tailor the experience for these enthusiasts
You’ve already read about how the horse betting market is expanding at an unprecedented rate. As such, you want to ensure that, besides engaging in casino-style entertainment, this sport’s enthusiasts can also wager on their favourite races on your platform.
At least, they won’t need to leave the site to place a bet on a race they’ve been following for weeks. An experience where users can access racebooks, live odds, and race streaming as well as casino entertainment, all on one platform, keeps them engaged for a longer duration.
To make the entertainment even more engaging, personalise recommendations. Monitor players’ betting patterns or favourite race types and use that information to provide matching recommendations. For instance, if a bettor loves exotics, they may enjoy progressive jackpots, while those who’re math-focused may like provably fair or RTP information. When users see your commitment to understanding and catering to their unique preferences, they will likely feel valued and thus become loyal.
So, could horse racing become the next big bet for online casinos? Oh! Yes! But casinos targeting this niche will need to be customer-focused and provide relevant experiences like personalisation, multiple payments, and a wide variety of games.