iGaming Portal Development and Promotion: Detailed Instructions

The effectiveness of an online casino depends heavily on the web portal where administrative software, games, and functional elements are located. The uninterrupted and reliable operation of all components guarantees the project’s profitability.

You can design a platform yourself, but this decision requires much knowledge and experience. Otherwise, it is better to seek help from professionals.

Rosloto’s specialists have prepared a detailed guide that covers all the features of creating a gambling website. Additionally, this article reveals the primary methods of online casino promotion.

We provide comprehensive assistance in crafting RMG and F2P projects, from drafting a business plan to implementing marketing activities.

iGaming Platform: Development Options

A portal is a combination of functional software in a single system. This pool includes administrative tools, games, payment services, and security modules.

It is better to prepare terms of reference in advance, which describe all stages of work. The document will help developers better understand the customer’s needs. Also, the list of tasks will exclude errors that can lead to financial losses and delays in the startup’s implementation.

There are 3 options for creating a platform:

• renting a licensed website;
• opening a White Label casino;
• developing a project independently.

Each of the directions has its benefits and drawbacks. Let us explore them in detail.

Renting a Licensed Website

The main advantage of this method is that entrepreneurs do not need to spend time and money legalising their business in one of the jurisdictions. The operator receives an internet resource with a permit to work in the iGaming market.

The portal has all the necessary software components installed:

• administrative tools;
• payment gateways;
• security services;
• bonus systems;
• slots and other content.

Nevertheless, a rented platform imposes certain restrictions. For instance, it is usually prohibited to install programs from other providers. Additionally, sometimes there are issues with scaling and expanding the business. The proposed licence covers only specific regions, and it will not be possible to enter new markets.

This type of gambling project involves monthly deductions in favour of the platform provider. Additional funds may be charged separately for management services. These payments depend on the amount of work done.

Opening a White Label Casino

It is the best option for entrepreneurs with a limited budget. They receive a project that already has the necessary software components built in. In this case, the supplier also resolves licensing issues and concludes additional deals with software developers.

There are also disadvantages. Any changes to the platform can only be made after agreeing with the provider.

The operator is obliged to make the following payments:

• founding contributions;
• fixed monthly deductions for system management services;
• negotiated percentage of revenue.

Additional costs for integrating new solutions or programs are possible. The contract contains all cooperation terms, which must be strictly observed.

The work is carried out under the supplier’s sublicence, which also specifies particular requirements. Their violation is fraught with sanctions from the regulatory body. These apply to the owner of the White Label online casino and to the company that granted the right to use the document. Therefore, providers control their partners.

Developing a Project Independently

In this case, the entrepreneur is responsible for all the tasks. First, the businessperson needs to obtain a licence by contacting one of the jurisdictions.

The list of top industry authorities includes:

• the UK;
• Malta;
• Gibraltar;
• Alderney;
• Kahnawake;
• the Isle of Man, and others.

Each commission puts forward unique requirements that must be met. Taxation systems also differ.

Development of the platform involves solving the following tasks:

• creation of a website with an exceptional design;
• connection of a CRM system with administrative tools;
• integration of games (preliminary deals are concluded with providers);
• installation of payment gateways and security systems, etc.

The most significant benefit of an independent start is the uniqueness of the project, which is 100% owned by the entrepreneur.

Nevertheless, there are several disadvantages, such as:

• need for profound knowledge and experience;
• long and expensive launch;
• difficulty in implementing the project on one’s own;
• issues with inking contracts (many developers do not work with young brands);
• a large number of separate integrations.

The ideal option is to seek help from professionals. Rosloto experts offer turnkey online casino development. We consider market trends, the preferences of the target audience, and customer wishes.

Requirements for Creating Sections and Modules

The website should be functional, user-friendly, and full of effective administrative tools. Let us consider the main elements of the portal:

Registration Form

The first page a gambler lands on is the log-in/sign-in part, which should be intuitive. People want to understand at first glance what and where the data needs to be entered. The accuracy and authenticity of personal information are also important.

Common mistakes in creating a registration form:

1. Confirmation by e-mail. An extra step distracts and makes gamblers nervous, especially if the electronic letter ends up in the Spam folder.
2. Repeated entry of the same data (login, password, etc.). It prolongs the procedure, which is why some players refuse to complete the stage.
3. Several columns of fields. This format is unusual, and many gamers get lost in the sequence of filling in the necessary information.
4. Lack of hints (the number of characters, the format for typing in the date of birth, etc.). Visitors are forced to guess, which negatively affects the number of those who make it to the end.

Basic requirements for creating a registration page:

1. Several authorisation methods. Visitors can enter personal information manually or use social network accounts.
2. Visible password. If punters see what they type in, it significantly reduces the likelihood of errors.
3. Displayed reliability of the selected password. The casino enthusiast will appreciate the care of the online casino administration.
4. Final verification page. This authorisation approach is much easier than e-mail confirmation.
5. Reminder of compliance with privacy rules. Users must be confident in the top-level protection of their data.
6. Clear requirements for the text. Thanks to this factor, gamers will not have issues composing a password, a login name, etc.

Rosloto’s consultants are ready to provide detailed information on developing an optimal registration form for gambling platforms. Our experience allows us to configure portals correctly and connect the necessary functions.

Search Bar

The presence of this element helps gamers understand the navigation features. Such an approach will motivate them to return to the portal more often. The accuracy of search results and the offer of similar products are essential options on the web resource.

Common mistakes include:

• limited propositions — the system shows products only for the exact query entered;
• insufficient number of filters — punters will not be able to indicate which parameters should not be considered;
• lack of sections — “New Games,” “Latest Additions,” “Most Popular Entertainment,” etc.

The correct design of the internal search system helps visitors navigate the platform more effectively and quickly find the content they need.

When developing the function, it is better to pay attention to the following aspects:

• intuitively understandable panel — it will significantly simplify access to gambling content;
• implementation of the “Similar Games” module — with this option, players will instantly see which titles match their preferences, positively affecting retention levels;
• usual location of the search bar — it is usually integrated into the upper corner (right or left) of the screen.

Creating separate categories for different types of entertainment will also help with navigation.

Feedback Form

Gamers have many questions related to registration, prize withdrawal, wagering bonuses, and other related matters. Users must not have issues accessing consultants.

Visitors usually prefer direct communication with support specialists. Part of this work can be delegated to bots that will provide answers to the most common and simple questions. Nevertheless, switching to conversations with human employees should be fast and straightforward. It is also beneficial for online casinos because gamblers emphasise tech problems — the faster they are fixed, the better.

Among the mistakes in the development of the feedback page functionality are:

• incorrect location of the “Help” button — it is almost invisible or present only in games;
• access to the chat after registration — this approach reduces punters’ trust: they do not want to go through authorisation until receiving answers.

Here are some tips that will help you create a convenient contact page:

1. The feedback section and live chat should not attract too much attention, but at the same time, they must be found without problems.
2. A section with answers to the most frequently asked questions benefits both sides since it comforts players and significantly reduces the workload of support service workers.
3. There is no need to ask users for a lot of personal information before they discuss the issue with the consultant. Usually, the name is enough.

Payment Systems

The profitability of a gambling platform directly depends on the convenience and range of transaction services offered. Visitors should not have difficulties replenishing their accounts and withdrawing winnings.

Gamers have to choose which financial gateway to use. The most popular are:

• bank cards;
• e-wallets;
• mobile services;
• cryptocurrency systems.

Specific tools depend on the region of operation. For instance, in Europe, people trust the following options:

• Visa;
• Mastercard;
• PayPal;
• Google Pay;
• Apple Pay;
• Skrill, etc.

Asians have unique alternatives, such as:

• WeChat;
• Alipay;
• Paysbuy;
• PayEase;
• AsiaPay, and others.

The choice of specific products depends on the preferences of punters in the country where the online casino operates. For instance, residents of the US and Canada pick American Express and Maestro bank cards, and gamers from Brazil prefer the Boleto Bancário system.

Each of the selected tools should be easy to use, reliable, and well-protected in terms of money and personal information. The most important aspect is the speed of transfers.

Gambling Platform Promotion: Key Methods

After ensuring that online casino development was successful and all components work without failure, it is time to start attracting the audience. There are several ways to promote iGaming portals.

SEO

We recommend starting with marketing optimisation. The website as a whole and each page must meet search engine requirements. Today, the most popular service is Google, but alternatives such as Bing, Yahoo, and MSN can also attract gamblers.

Among the main tasks that a team of SEO specialists must perform are:

• selection and correct use of relevant words;
• publication of high-quality, helpful, regularly updated content;
• placing external links on 3rd-party resources with a positive reputation in search engines.

Special attention is paid to optimising mobile versions and applications. Google recently switched to an updated system of checking, indexing, and ranking websites. First, formats for portable devices are evaluated, followed by desktop ones.

Affiliate Marketing

Partner programs are the most popular way to attract an audience in the entertainment industry. This category includes cooperation with webmasters who bring traffic to the RMG platform and receive remuneration for this.

There are several methods that affiliates use:

1. Creating a thematic website. It contains informative articles about gambling, which contain links to online casinos.
2. Sending emails. First, a contact base is formed, to which messages about promotional offers, bonuses, and new entertainment are subsequently forwarded.
3. Streaming video broadcasts. YouTube, Twitch, and other services are used. Influencers describe game rules and strategies, motivating players to go to the portal and place bets.
4. Advertising on thematic forums. These internet resources gather an interested audience, which makes it easier to direct to an online casino.

Gambling platform partners receive remuneration for their work. The reward amount depends on the terms of cooperation.

There are several payment options:

• for each attracted client (CPA) — funds are only sent after the punter replenishes the account;
• for a lead (CPL) — the transfer occurs immediately after the customer visits or registers on the website;
• RevShare — in this case, the affiliate receives a pre-agreed percentage of the funds lost by the user.

A hybrid model combining CPA, CPL, or other unique methods is also popular.

Google Ads

The PPC tool is highly effective. To ensure the company reaches the top of the ranking, the business owner must correctly determine the cost per click on the banner or another promotional element. Google studies how many people interact with a link featuring specific keywords and publishes the most profitable offers at the beginning.

To improve positions in the ad search results, operators must adhere to the following strategies:

• use popular keywords in the niche (“online casino,” “slots,” “roulette,” etc.);
• choose long options related to a particular product (for instance, “slot machines about knights”);
• include negative variants (the system will hide banners if players enter specific queries).

Preliminary testing is necessary to determine which keywords are best suited for the project’s target audience.

Ads with high-frequency queries (“online casino,” “online roulette”, etc.) cost over $70. Focusing on advertising specific games, the operator will pay $25–30 for one click. These are relevant figures for the gambling segment. In other industries, prices are much lower.

Devoting a lot of time and effort to developing a promotion campaign concept will help attract a solvent audience.

SMM

Social media marketing involves targeting. This approach allows for customising the display of ads to people interested in iGaming content. Tasks should be performed by experienced specialists who know how to avoid wasting the budget.

Retargeting also shows excellent results. The method is aimed at people who have previously visited the platform, after which they will see the portal’s ad on social networks. Special identification files are generated individually for each client during the first visit to the online casino. This approach works directly with the target audience. People only need to be reminded of their preferences by showing an interesting banner.

The Main Things About iGaming Portal Creation and Promotion

Launching and popularising a gambling project involves several tasks:

• Designing a web resource. It should be convenient, with an intuitive interface and a wide selection of entertainment.
• Forming a support service. A contact page, a section with answers to frequently asked questions and an interactive chat will help players solve issues and increase their level of trust in the project.
• Integrating casino payment systems. Modern and reliable tools for replenishing accounts and withdrawing prizes presented on the website improve retention rates.
• Promoting the platform. Many methods can attract the target audience. First, the portal must be optimised for search engines. Affiliate programs, SMM, and other tools give excellent results.

Rosloto’s experts develop turnkey gambling startups. Our specialists know how to create a profitable casino. Feel free to contact us to order these services.

We also:

• integrate software from well-known game providers;
• connect payment systems;
• craft HTML5 slots based on individual sketches;
• assist in obtaining licences;
• offer legal support for projects, etc.