Opinion: Hitting the UX jackpot in mobile casino apps
Andrew Daniels, managing director at digital agency Degree 53, discusses how to optimise the user experience in mobile casino apps
Online casinos are a competitive market and the aim of every operator is to keep users playing for as long as possible to maximise the value of the customer. In the mobile environment, this is even more crucial as users can easily get distracted by a variety of other apps occupying their home screens or abandon the app if it doesn’t offer what they’re looking for straight away. It’s important to consider how an online casino interface and user experience (UX) could be optimised for mobile devices to provide the best possible experience, as well as directing users to the right tasks.
Optimising for mobile
One of the ways a good mobile casino UX can be achieved is making specific functions faster and more relevant to the objectives of the user – to play a casino game (and win money). The steps of registering or logging in and depositing money are essential to facilitate these user goals and need to be as slick as possible.
Efficiency is important to make sure the user doesn’t switch to another app or task. A mobile casino app needs to offer a clear design and an uncluttered display of all the options available to the player. Operators shouldn’t treat mobile apps like their websites, as mobiles vary in size and type, so mobile casinos need to offer the same functionality appropriate for all of them. For example, a player needs to be able to access games without zooming in or accidentally clicking on any buttons nearby. The less time the user spends looking for or deciding on a task, the sooner they can start playing.
Showing less is more
Casinos have a variety of games which can be easier to house on a website. On mobile, one option is to optimise menu and search to display games by type, name, most recent and favourites, allowing users to find relevant games according to their preference. In order to attract new customers, offer demo games without the need to register so any potential players could be converted by trialling free plays.
While the selection of games is vast, this can trigger the paradox of choice where having too many options may lead to a poorer customer journey. To simplify it, there is an opportunity for operators to streamline their game selection and use personalisation to display the most relevant options to the user.
Customers can also get disinterested if they don’t win regularly or spot any new games more relevant to them. It is good practice to periodically roll out new games to refresh the experience for regular customers and reduce the risk of losing them to competitors. It’s an opportunity for operators to differentiate themselves with excellent UX to stay ahead.
Increasing user retention
Customers might often need advice or to speak to somebody about any problems they might experience. Therefore, it is also key for mobile casinos to provide easy access to help and live chat for immediate response. This would greatly improve the whole UX of the app and build a better relationship between the operator and the customer.
Mobile site or app loading time can also play a big role in the user’s decision making process in whether to stay or abandon it. It is worth testing the loading speed across a variety of popular devices and bandwidths, and identifying issues that might make it slower.
Focusing on customers and testing different options is key in determining the most relevant and effective UX for mobile casino. Various types of mobile devices need to be supported to ensure an equally easy and enjoyable experience for the players. Moreover, operators need to make sure they consider every step users might take to find a game, access help, search and any reasons why they might want to abandon the app. The quicker users get to their goal, the more frequently they are likely to return to the same mobile casino. Covering the basic user requirements, as well as adding innovative features to the app will make the mobile casino app stand out from the competition and ensure customer retention.