«The Importance of Reputation for a Online Casino.
Recently site Casino Adviser has carried out a research project based on reviews and ratings of online casinos. The importance of this research was recognized by Robinson & Associates, the company providing consulting in the industry of online entertainment all around the world, and the major competitor of PWC. The results confirmed that positive review of the casino found on the Internet is an essential factor that players pay their great attention to before they start to gamble for real money.
Earlier this week Robinson & Associates published their report: ‘5 Reasons Why Good Reputation is More Valuable Than Marketing’. Martin R. Baird, chief executive officer of the company reported that the majority of customers of online casinos take into great consideration all opinions expressed by users on the Internet. Much less of their attention is paid to information found in advertisement, banners and such, usually created by the owners of all those gambling facilities.
Mr. Baird stated that management of the majority of casinos misunderstand and overestimate the importance of advertisement in their business. According to Baird, casinos tend to waste money on advertisement in order to prove their casinos’ fairness and honesty. Unfortunately, they only get frustrated when they notice a decrease in popularity of their sites and have to recognize their own helplessness and inability of finding a better solution to conquer gaming industry.
Positive reviews enhance the effect if they are received from regular Internet users and not from professionals or experts. Internet users are usually likely to fully trust such reviews. In order to let players make reviews, express their opinion and leave comment, operators should create forums where players who leave meaningful and helpful information about the casino are rewarded in a variety of ways.
Positive reviews attract gamblers while negative ones, of course, put them off. Baird explained this phenomenon as well. He admitted that Google is a search giant, a tool used to search for information on the Internet, and negative reviews markedly reduce the rating of the casino site and they appear way too far from the top of the search results. The more negative reviews the site has the slimmer the chance to find it in the results.More than that,
Baird reminded that some casinos cheat and simply pay to have their positive reviews written. Partnership with Google totally prevents this kind of cheating, because the search engine ignores identical reviews that are left by bots. If the number of positive reviews suddenly rockets up in comparison to the usual monthly statistics of the site, then the system cuts down the number of the latest reviews in order to control the chaotic situation.
Operators of online casinos should always stay alert to criticism, both positive and negative alike. Only in partnership with the Internet users it becomes possible to localize defects and eliminate them. Numerous complaints made about the same defect help the operator estimate the seriousness of the problem. It also informs him what kind of trouble it causes while using the Internet casino.
Baird also emphasized the role played by social media, such as Facebook and Twitter. Many of the potential players use this kind of social networks to get information about gaming services. Facebook Graph Search is an advanced tool assisting to complete complex search requests related to friends on Facebook. Thanks to this they can concentrate on what is said by their friends about some certain online casinos. Opinion of the people they know personally makes a great influence on their further choice of the online casino. Nowadays it is getting more and more difficult to ‘control’ reputation of online casinos.