7 features German online casinos need
Seven features for successful gaming applications
The Interstate Gambling Treaty (GlüSTV) legalized online gambling in all German states as of July 1, 2021. The new legislation defines the requirements for virtual games of chance such as betting, casino games and slot machines. Its main objectives are to ensure the protection of minors, to protect players against fraud and to fight against gambling addiction.
Before gambling operators can launch online casino experiences in the German market, they need an application development strategy. Here are seven features for successful online casinos, along with tips on how to ensure they are implemented in accordance with the new regulations:
1. An intuitive user interface
If a user has to click through multiple menus before reaching their destination, the application’s user interface (UI) is not intuitive enough. According to the YouGov survey, 24% of respondents uninstall hard-to-use apps. To avoid losing customers, developers should ensure that application user interfaces are clean and easy to navigate. More importantly, this means that current account balances, available games, and main tasks like top-up or credit claim are easily accessible.
Ensuring that clients are able to locate and access key financial information is also a requirement under GlüSTV. In accordance with the new regulations, players must be able to consult their account balance, an overview of all charges and their playing history at any time. The same applies to the rules of the game, which must be both easily recoverable and easy to understand. It is also an important good practice to describe the rules of the game as logically as possible, as customers who do not understand how to play are unlikely to give the game a try and lose money.
2. Several payment options and instant payments
Online casino applications must accept a selection of payment methods. At a minimum, customers in Germany should be able to pay and receive money via PayPal, credit card and bank transfer online. When winning a game, customers should be paid their winnings immediately to avoid the frustration or anxiety of being cheated.
Most importantly, customers must be able to pay and receive money. It might seem obvious, but the smallest functional errors are often the ones that cause the most problems and lost revenue. In order to avoid losing willing customers due to faulty checkout and checkout processes, it is essential that developers test payments on various devices and operating systems.
3. Complete security
For casino apps that give and receive real money (as opposed to free games), customers want to know that their deposits will be safe and their winnings will be genuine. They also want to know that efforts have been made to protect their personal information, especially their payment information.
Security should be built into the games themselves to ensure that customers don’t inadvertently lose money. In order to protect the players, the GlüSTV stipulates that games or individual games cannot start until the user has actively confirmed their participation. In practice, this can mean “yes” / “no” pop-up notifications that ask users if they are sure they want to start a game.
4. Loyalty programs
Customer retention is a major challenge in the gaming industry. According to a Feefo study, 96% of players change betting providers every year, with more than a fifth of users changing up to every three to five. month.
Bonus offers – such as free spins on a virtual machine – entice users to stick with a certain application and enhance the gaming experience. However, game operators should not target bonus campaigns on users who have been blacklisted to protect them from addiction. This is a requirement of GlüSTV.
5. 3D experiences
Just as visitors to physical casinos expect a modern, attractive interior and clean gaming equipment, online gamblers expect neat and attractive designs. In order to create an experience that best conveys the feeling of a real casino, developers should focus on the 3D design elements. As these often involve animation, performance testing is crucial, especially on older generations of devices.
Outside of Germany, 3D and virtual or augmented reality (VR / AR) experiences have been used to reproduce the croupier figure in games such as roulette, blackjack and baccarat. However, games involving a dealer are prohibited under the terms of GlüSTV.
6. Exceptional customer service
Reputable online casinos must be free of bugs. If something goes wrong, however, customers should be able to speak to a customer service representative immediately, especially if they think they’ve lost money due to a system failure. Along with an FAQ page, online casinos should offer 24/7 customer support by phone, email, and online forms. The best online casinos will also offer customer service chatbots.
7. Multilingual availability
The best online casino apps offer games in different languages. Although English and German are the norm, having more languages available will only increase the reach of an application. Nevertheless, game operators should be wary of poor translations, especially grammatical inaccuracies and unidiomatic language, which suggest unprofessionalism. Only by testing with native speakers can gambling operators ensure a complete and efficient localization process.
Thorough testing is the key
The national legalization of online gambling in Germany will boost the gambling industry as more and more operators enter the market. In order to get the best possible user experience and comply with legal requirements, gambling operators should consider the above tips. Once an app has all the required features, it needs to be tested with real users if it is to reach its full potential.
Across payments, geofencing, and compliance, gambling operators have a lot of moving parts to deal with. Learn more in our eBook: “3 Keys to Customer Loyalty for Online Betting and Casino Operators.”