A LOOK FORWARD
market, where we recently made our debut. The consultations that have arisen from the government’s whitepaper will continue into the early part of the year when fi nally, we should get a clear picture of the changes that will come into force.
Winlandia Christoffer Gronlund, co-founder
stability. This is what makes it such an exciting industry to operate in, if a little challenging at times.
A You can’t talk about 2024 and not mention the UK
s is always the case with the global online gambling industry, the 12 months ahead promise to be full of progress, setbacks, change and
It will be interesting to see what is ultimately decided, but we expect to see some changes in the area of responsible gambling for sure. Making improvements to the ways players are protected is something that aligns with our commitment to providing a safe environment for our customers. We always prioritise responsible gambling and will update our strategies and approaches to comply with any regulatory changes in the UK or, indeed, any of the other markets in which we are active. Of course, we hope regulations are proportionate and still allow for a viable market. Another area of change for the coming years will be bonuses, with operators running promotions that focus more on player engagement and safe gaming. We expect to see more and more low wagering and even no wagering bonuses pop up. Not only will bonuses
change, but so too will their importance to players. Free cash and bonus spins are used up pretty quickly, so they will look beyond promos to the other factors that impact their time at the casino. While things like payments and customer service are important, we believe that content and exclusive content will become a powerful differentiator over the coming 12 months. As a SkillOnNet brand, we are able to offer exclusive content, and this gives us a major advantage. It’s effective because players can only get these games at your brand, so they have to play with you. Give them a smooth and seamless experience, and keep adding more exclusive slots, and it’s possible to acquire and retain players at an unprecedented scale.
New markets bring new opportunities, and for us 2024 is going to be all about South America and New Zealand. Of course, Europe will continue to be the foundation for those seeking stability. At Winlandia, we have ambitions to increase our presence in these jurisdictions and beyond.
of social and sweepstakes casinos which have grown rapidly in recent years. They are popping up all over the place with players drawn to the casual gaming experience that also comes with plenty of social interaction and engagement.
Gaming Corps Alex Lorimer, chief operating offi cer
T
he global online gambling industry is incredibly fast-paced and over the course of a year, signifi cant change is to be expected. 2024 will
be no different. One of the most interesting areas is that
It’s now common for these sites to be run from dedicated platforms to offer the best possible experience to the player. In the past, social has been seen as a precursor to real-money gambling, but the opportunity and market size are substantial in their own right with plenty of room for growth.
In 2024, I expect more operators to launch social and sweepstakes casinos and more technology providers to roll out dedicated platforms and solutions. Something else to watch out for is the sheer number of studios developing games. Too many of these studios are doing the same thing and there’s simply
not enough differentiation in the market. There has been a real shift to quantity over quality, but that’s going to change. To be heard above the noise being made by rival providers, and to create new content that players actually want to play, we will see studios look to stand out through unique mechanics and alternative products leading to a surge in non-traditional content hitting casino game lobbies.
Think crash games, plinko, mines and more. Of course, game quality must remain high, and it will be a challenge for studios to strike the balance between innovating and meeting the engineering standards that operators and players have come to expect. But it’s a challenge that studios such as Gaming Corps are excited to take on and we have some really great games, mechanics and experiences set to hit the market this year.
Acquire.bet Allan Petrilli, managing director 18 JANUARY 2024 GIO
and sports betting businesses. We believe this is the year that affi liate programs make a large shift in how they are operated, focusing more on high-quality, unique, incremental traffi c opportunities instead of a ‘spray and pray’ and SEO focus. It is clear that many brands are downsizing their partnership programs and focusing on what brings them both scale and also quality. Overall, the industry will be far stricter in who they hand out aggressive deals to, because value will be sought and expected at every step. With that being said, we expect there to be convergence
A
cquire.bet is a player acquisition agency, and for more than 20 years we’ve been driving measurable and targeted traffi c to casino, iGaming
across acquisition teams at operators, where affi liate and paid teams used to be fully siloed. Now they’re working closer together to unlock revenue opportunities and share experiences in how to improve campaigns, and that collaboration can only be a good thing for all concerned.
Meanwhile, regulation will continue to play a large role in shaping and directing the industry landscape during 2024. The regulation of the market in Brazil will open up more signifi cant ‘real’ opportunities for large brands and traffi c partners to focus there. Elsewhere, the US market consolidating and becoming quality-focused will start signifi cantly changing the landscape of operator/affi liate relationships in that territory.
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