SoftGamings 2023 Review: Supplier Headaches and Stiff Competition

SoftGaming has released its annual report on the progress of the gambling industry in Gambling Insider, offering an in-depth perspective on the dynamics within iGaming. The report delves into the obstacles, newfound opportunities, and ongoing issues in the field.

In the landscape of iGaming throughout 2023, a blend of challenges and triumphs has characterized the industry. Noteworthy occurrences include the emergence of numerous gambling platforms, shifts in advertiser policies, and substantial developments in Latin America and the Asia-Pacific region. The report aims to provide a comprehensive overview, categorizing the year's highlights across online casinos, B2B providers, affiliates, and players.

The iGaming sector has undergone a rollercoaster journey in 2023, marked by continual technological advancements and regulatory changes. With a projected growth rate of 7.1%, the global gambling market is anticipated to surpass $260 billion by 2027. Notably, 2023-2024 stands as a pivotal period driving the industry toward heightened profitability. The iGaming landscape has transitioned from its shadowy past to legal recognition, resulting in a surge in operators, service providers, and evolving payment methods. Additionally, new technologies are taking center stage, with major corporations prioritizing this sector in their projects.

Simultaneously, digital marketing is experiencing a resurgence as the effectiveness of client engagement through innovative technologies becomes apparent. Marketing strategies are evolving to become more advanced, creative, and personalized.

However, 2023 faced challenges, with uneven success across regions. Certain countries experienced a sharp decline in traffic due to advertising bans on major platforms like Google and Facebook. Companies had to adopt alternative platforms and channels for disseminating information, while some regions contributed to successful business growth with free movement, legality, and uninterrupted operations.

The iGaming industry is not solely dedicated to problem-solving but is actively focused on crafting effective strategies, ethical guidelines, and promoting responsible gaming.

Changes in payment systems have been substantial, with crypto casinos and alternative payment methods gaining prominence by 2023. Cryptocurrencies such as Bitcoin and Ethereum, along with payments through mobile companies and e-wallet services, are becoming increasingly popular. However, the shift in payment methods has posed challenges for suppliers, necessitating adaptation to the nuances of cryptocurrency and blockchain transactions.

Intense competition, particularly in Latin America with a focal point on Brazil, has driven a race between online casino operators, affiliates, and B2B providers seeking preeminence. The competition has given rise to deceptive practices, including fake traffic schemes aimed at artificially boosting popularity through purchased followers, likes, and comments.

Advertising strategies have undergone transformations, with advertisers veering away from affiliate programs in favor of more direct approaches that prioritize transparency and quality over quantity.

Technological advancements, notably in virtual reality (VR) and artificial intelligence (AI), have taken center stage. AI is revolutionizing user experiences by offering smoother interactions and personalized gaming experiences. While VR has made strides, its affordability remains a concern for the average gamer. Nevertheless, companies are leveraging VR for marketing purposes.

Recognizing the effectiveness of customer service, marketing strategies are becoming smarter, more creative, and personalized. In 2023, Environmental, Social, and Governance (ESG) standards have assumed a prominent role, subjecting the social, environmental, and governance aspects of the gambling industry to rigorous scrutiny.

Addressing challenges, including gambling addiction and fraud, remains imperative. Some countries lack reliable regulatory tools, posing challenges to player safety and protection. Operator liability is a pressing concern, and ESG standards come into play when operators fail to implement measures for player protection. Online casinos appear to be making progress in mitigating triggers leading to gambling addiction.

Looking ahead to 2024, the industry's key focus will be on promoting responsible gambling and ethical business practices. Opportunities and challenges coexist, with a spotlight on the emergence and operation of live dealers, the dominance of mobile gambling, blockchain and cryptocurrencies shaping financial transactions, cross-platform accessibility, AI analyzing player behavior, and the resurgence of skill-based games such as poker and blackjack.

The iGaming trajectory is not just about troubleshooting; it entails crafting a narrative of strategy, ethics, and exceptional performance. Present-day gaming represents a fusion of technology, business, and social impact.