Enhancing the user experience of mobile gambling apps - Gambling Insider

Article first seen on Gambling Insider 28th October 2022 - Click here to visit the site

User Experience (UX) is a commonly used term in the iGaming industry. It’s about putting your users first and making their experience with your products as smooth and seamless as possible. It’s about finding the most efficient and effective ways of directing players to the objective, whether it’s registering, playing a game, placing a bet or making a deposit. In order to provide the best UX iGaming operators should truly listen to what their users want andhow they want to engage.

From mkodo’s extensive 20+ years' experience in front-end development, we can attest to the fact that player experience is more important than ever. And with changing consumer behaviours focused on convenience and a more educated view on what makes a good UX, iGaming operators need to be on the top of their game when it comes to marrying digital and retail to offer an outstanding UX.

Native apps

Without a doubt, one of the best ways to provide your players with a superior UX is to build a native app. In several recent reports on mobile phone usage, native apps account for roughly 90% of smartphone usage, which isn’t surprising since they adhere to the guidelines that ultimately enhance and align the UX with the specific operating system (iOS / Android).

Adhering to specific guidelines allows users to interact with your app through actions they’re already familiar with. This improved journey allows players to better understand your app (for example navigating to favourite games or winning numbers).

If you intend to use your app as one of the central tools for interacting with your players, then without question, you must deliver an excellent UX that supports mobile app retention. Even the slightest frustrations, can lead to poor retention rates and increased uninstall rates and this is where non-native apps simply cannot compete.

A new generation of players 

An enhanced UX doesn’t start and end with native apps though. Today’s consumers will shop online or in-person, based on their preference, convenience and maybe even the weather. Integrating a digital strategy is vital to engaging a new generation of players, as well as revitalising the excitement for core and infrequent players.

Looking to the future, the demand for convenience is key and innovative products that provide a better UX stand at the forefront. For example, checking winning numbers accessed via an app or web app (Ticket Scanners) provides players with instant results and can quickly move them to second-chance games if available. This functionality can evolve further into Mobile Cashing, allowing players to digitally collect winnings on their device from a ticket purchased at retail. Moreover, if regulation allows for customers to buy a lottery ticket or place a wager on a mobile device outside of retail, a digital offering is an essential tool to give power to a customer to decide when and where they play.

With continually changing consumer behaviours, the ultimate player experience is a lot about tailoring your offering. It’s a case of different experiences for different jurisdictions and different regulations. Don’t just focus on good game content and sportsbook data/odds/markets. Focus on the UX and the UI and the experience around the game play. Remove barriers to key user journeys including registration, login, deposit, gameplay, placing of bets, and claiming winnings while still respecting responsible gaming guidelines.

Not only that, but it’s also important to differentiate your UX offerings among various user groups in order to stand out from the crowd, such as VIPs versus novices, heavy vs casual, and older generation versus newer generation and targeting specific verticals. For example, one app could cater to the VIP player who is less invested in the front-end experience and just wants the best odds and great performance. Whilst another app would be for the casual player who wants to have fun with the most popular sports and events easily available. Tailoring your digital iGaming product offering and personalising it based on user groups and locations is a sure-fire way to improve UX for iGaming customers.

As operators develop and launch new products and services, they need to place their players at the centre of the brand experience. This means considering when, where and how customers want to play, and ensuring they have products in place to meet players needs wherever they are.

Do you need support with your iGaming app, website or advice around digital user experiences? Contact us today for more information around how mkodo can support you.