SBC News Voice of the Sports Betting Industry
Manchester-based industry design, innovation and software development agency Degree 53 has published a a report evaluating the desktop casino lobby user experience (UX) of ten leading online gambling operators in the UK.
The research highlights the strongest and weakest features that online casino owners need to take into account, such as how easily users can register or log in, find a game or contact the operator for advice.
Publishing its ‘Casino Lobby Report’ Degree53 wants industry stakeholders to gain insight acts on design and best practices with a view to further improve online casino UX experience for increased retention.
In the report, Degree 53 shares its expertise to help online casino operators create a winning UX that can play a significant role in retaining their customers and increasing their value.
A team of dedicated UX designers and developers evaluated casino homepages of the likes of Paddy Power, BetWay, Unibet and Ladbrokes. The report consists of detailed reviews of the most common user interactions, assessing how easy it is to find certain functions, navigate across the page, access help and contact the operator.
Managing Director of Degree 53, Andrew Daniels, says: “The UX of many online casinos has improved as online gambling expanded over time, however, there are still many details that can affect its efficiency and the user’s ability to navigate through the lobby. We wanted to provide useful content for operators, looking at real examples of what features leading brands have and how easy it is to access them. ”
“UX can be very subtle and not all aspects are apparent to the user. However, it is very important to review the customer journey when creating an online casino lobby. Simply placing a list of games isn’t enough, and as soon as customers stumble upon an obstacle, they are likely to seek similar services from competitors. Great UX can definitely contribute to increasing customer retention for the operator, and we hope our report will shed some light on how to approach that.”
The Degree 53 report can be accessed at https://www.degree53gaming.com/reports/casino-lobby-report/
