The iGaming sector is undoubtedly one of the most competitive industries in the world, and operators who offer iGaming products are constantly under pressure to compete for customers with an increasing number of rivals.
Liberalization of gaming markets around the world, combined with evolving technology, is driving this increasingly global competition . But in the rush to come up with the most eye-catching promotions, the flashiest marketing and the biggest selection of games, operators are also starting to realize the importance of the iGaming review.
The Changing Role of Reviews
For many years, iGaming reviews were regarded as little more than promotional material. A lot of these articles that purported to provide vital information about iGaming sites offered very little of value, and in many cases were not even accurate. This didn’t matter to iGaming operators as the main purpose of these reviews was to raise awareness of a brand.
That has changed, however, and it is mainly down to the way that search engines, particularly Google, are ranking online content.
As search engine companies increasingly prioritize quality content that adds value for the public over cheaply generated copy, the old-fashioned style of “promotional review” does not deliver a high ranking in search engine results. By contrast, genuine reviews by industry experts that provide useful information are increasingly valued.
Fact Checking and Reviews
A key benefit that an iGaming review can provide is that of fact-checking. A review that contains false or unverified information won’t be much use to consumers and won’t rank highly in search results.
Yet reviews that include verification of facts from multiple sources are more highly valued, providing valuable information for customers, which ultimately is good news for the best iGaming platforms.
Identifying Rogue Operators
Another key aspect of iGaming reviews is their role in identifying rogue operators and illegal sites. As casino expert Valentino Castillo from NewCasinos.com explains, an experienced reviewer can quickly establish when a site is operating outside of the law:
“From my experience, I understand that not every casino is safe and legitimate. So, I look at a range of factors, including licensing, payment methods and responsible gambling features.”
By identifying and calling out unlicensed iGaming sites, reviewers can perform a dual function. Firstly, they help to protect iGaming customers, who are given the facts that they need to steer clear of sites that won’t protect them or their data.
Secondly, they help legitimate sites by shining a spotlight on bad actors in the industry, contrasting them with reputable, legal iGaming platforms.
What Can a Good Review Tell You?
Most players coming into iGaming have little exposure to the industry, with most of their gaming knowledge base stemming from the triple AAA gaming sector. What can a new player learn about an iGaming platform from a good review? Perhaps the most important information was discussed in the previous paragraph.
An in-depth review from an industry expert will investigate all of the most important factors that make an iGaming site secure, from the validity of its license to the type of encryption it uses, and how seriously it takes its obligations to protect customers, not just from bad faith actors, but from the risk of gambling harm.
The best reviews can give a clear picture of the depth and quality of an iGaming site’s game selection.
How many game developers do they work with? How many games do they offer and in what genres and categories? How impressive is the live casino section? How many varieties of blackjack and roulette are offered? Is there bingo, scratchcard, video poker and instant game options?
A promotional review is likely to gloss over these details or refuse to give specific numbers, but a high-quality review, focused on the facts, will give customers the key information about game choice that they need.
It should also offer an in-depth analysis of the deposit and withdrawal system, including which payment methods are available and how quickly an iGaming site processes withdrawals.
One of the most important services that a good review can provide is in giving customers the facts about iGaming bonuses. It has become common for operators to offer bonuses that appear to be generous, but which on closer examination are actually not beneficial to customers.
Many players may be unaware of the range of terms and conditions associated with iGaming bonuses, so a good review can be extremely informative, helping readers to know what to look for and what to avoid.
Reviews can also take an overview of an iGaming site, setting the good aspects against the bad and providing a contextual rating that is balanced and informed. It can provide a thorough report into every aspect of a platform, from mobile compatibility to site design and layout and the speed and efficiency of the customer support team.
Conclusion
Although no iGaming operator wants to get a bad review, the bigger picture is that high quality reviews are good for the industry as a whole. They help to drive up standards, highlighting the good and the bad operators, and they give customers accurate, useful information that helps to boost trust in the sector.
Ultimately, reviews have a crucial role to play in the iGaming world.
