Jumio: why gamblers today seem to avoid mobile casinos
According to the latest statistics revealed by online ID validation services provider Jumio, many mobile casinos lose clientele for rather unexpected reason.
It’s only natural that, with smartphones having entered our lives one day, many routine things have become much quicker and easier to do for us, including navigation, communication, all kinds of payments etc. The same goes for entertainment, as, in increasing frequency, people also seem use their mobile device to look for all kinds of amusing stuff on the Internet, including, among other things, casino games and other gambling activities. Still, after having at least one single slight inconvenience trying to access the gambling content on a certain website, a player can turn their back completely on such a casino.
As revealed in a recent research of the impact of lacking mobile experience on consumers conducted by Jumio, an acclaimed provider of ID scanning and validation services and products to companies in some way or another dealing with online payments, virtual casinos seem to be experiencing a paradoxical situation when, regardless of the growing overall number of mobile gamblers coming to them, they actually tend to lose customers, either at the sign-up or the depositing stage. According to the statistics retrieved by Jumio in cooperation with Harris, about 25% of Britain’s virtual gamblers who had once failed to create a player’s account on a gambling portal, completely discontinued any further attempts to do so, which resulted in dramatic losses of almost $56 million for the country’s operators.
How and why does it all happen?
Trite but true: customers believe it takes them too long to sign up with online casinos, with too much seemingly irrelevant information required to be provided. Indeed, gambling websites want to know as much about their new and existing players as they possibly can, just to avoid fraud, scam, money-laundering, and any other kinds of casino gaming related illegal activities their customers may want to get engaged in occasionally. Expectedly enough, gamblers leave the portal soon after learning there are too many fields to be filled-in.
Another thing causing too much frustration in gamblers’ mobile experience starts the very moment they face a necessity to deposit funds to their gaming account. This is when even more players (slightly below 19%) decide to leave a casino website for good, as the deposit process, too, seems too complicated and overlong for them, particularly in cases when one gets redirected to other pages and even websites, so as to eventually top up their balance with some funds. And there is still more, as, even after coming through all these trials you can still get your bank card denied.
The cases of churn – a situation when a player abandons one website and shifts to another – are pretty much frequent, too. According to the data provided by Optimove, a company specializing in customer relationship management, roughly 25% of gamblers go to another casino portal within two weeks after making their 1st deposit on the previous one, amid active players, in average, making up just about 30% of an online casino’s clientele.
Can anything be done about it?
As suggested by Jumio, there can be a set of measures taken to deal with the situation. Mobile gambling as such can be made much more convenient and user-friendly, with performance and seamlessness improvements possible to make using today’s most advanced technical solutions, as well as introducing essential changes to the functional design and arrangement of casinos’ mobile versions, not to speak of the simplification of the sign-up and depositing procedures.