Online gambling has exploded in popularity over the past decade. While video games at Stay Casino Australia, sports betting and other wagers used to require an in-person visit, the internet now allows bettors to enjoy their chosen activity from the comfort of home. This new digital landscape is still rapidly evolving, but some key factors have emerged that help drive success.
One critical piece that operators should not overlook is the power of community among their customer base. Nurturing and facilitating a sense of community among site members pays dividends across the business. From member engagement to advocacy and long-term loyalty, community strength fosters numerous signs of a healthy platform.
Basics of Online Gambling Communities
So what constitutes an online gambling community in the first place? There are a few core components to be aware of:
Communication Channels
Community requires connection. Operators need to carefully choose and cultivate various forums and mediums that allow members to interact in real time:
- Live chat functions directly through gambling platforms
- Social media groups dedicated to a site or game
- Forum message boards specific to the operator
- Subreddits, Discord servers and equivalent third-party channels
Along with facilitating member discussions, these channels allow operators to quickly respond to inquiries and feedback.
Shared Interests & Values
An online gambling community needs more to hold it together than a betting line or high volatility slots. Members bond over various shared interests and values:
- Preferred games, sports and leagues
- Level of risk preference (high stakes vs penny slots, etc.)
- General gambling philosophies and mentalities
- Superstitions, traditions and attitudes
New members quickly pick up on the traits and qualities that the community implicitly values. This drives a sense of belonging and social proof.
Common Language & Symbols
As with any community, unique terminology, tools and symbols emerge:
- Slang and shorthand terms to describe experiences
- Custom emojis and gifs depicting reactions
- Specific hashtags that instantly identify aligned members
- Celebrity gambling figures who inspire and intrigue
Mastery of these community symbols offers a sense of credence and inclusion.
Benefits of Strong Communities
Online gambling operators invest in community-building for good reason. There are myriad benefits that ultimately support the bottom line.
Member Activity & Engagement
Thriving member communities drive constant participation and member site activity as users login regularly. Whether to chat with other members, share wins and losses or give feedback to operators, the community fosters consistent traffic, comments, posts and general actions across platforms.
| W1 | W2 | W3 | W4 | |
| New Forum Posts | 34 | 23 | 18 | 28 |
| Live Chat Messages | 128 | 142 | 115 | 203 |
| Twitter Mentions | 73 | 86 | 97 | 112 |
Table data depicting member community engagement over time
Customer Feedback & Suggestions
Engaged communities provide near constant and direct customer feedback. Both public channels and direct-access operator surveys collect granular, authentic opinions and data. This allows for market research at large-scale and little cost. Trends inform optimization across technology, user experience and overall platform management.
Promotion & Advocacy
Dedicated members become organic evangelists. As personalities and influencers emerge within a gambling community, they often freely and enthusiastically share content and draw others in. This grassroots promotion holds far more credibility with potential customers than advertisements and generic messaging from operators alone. Advocacy breeds further advocacy.
Loyalty & Retention
The ultimate benefit of online gambling communities relates to customer loyalty programs, retention and lifetime value. Users feel intrinsically invested and connected to the platforms that foster their communities. Switching costs feel higher for members reluctant to leave comrades behind. Sticky member bases then allow operators freedom when introducing new features, campaigns and changes.
Conclusion
In closing, online gambling operators should make community-building a top priority from day one. While games and financial incentives attract customers initially, community strength retains them for the long haul. From engagement to feedback and advocacy, vibrant member bases support nearly all aspects of an operator’s business and long-term viability. Fostering a community pays dividends across the board.
