If you have ever opened up an online casino app feeling like you are launching a mobile game, there is a good reason for that. Over the last decade, online casinos have constantly refined their platforms to make them user-friendly. That has meant learning UX lessons from the gaming industry.
Mobile games don’t just have flashy and bright designs. Each part of their user interface is designed for three main reasons. They are to keep you playing for longer, increase engagement and give you an enjoyable overall experience.
There is no surprise that the online casino industry wants to copy this successful strategy. For those who enjoy online betting, it has never been easier. This ease of betting online has no doubt been shaped by gaming. Here’s what online casinos have learned from the industry.
The Rise of “Game-Like” Casinos
When it comes to mobile use, gaming had a huge head start over other forms of entertainment. Those of a certain age can remember mobile games in the 90s that may seem primitive now but were hugely fun at the time. Right from the start, developers had to learn how to make such simple controls into a seamless user experience.
By the time you got online casinos on mobiles, it was usually access to a web page. These were clunky to use and often not visually appealing. By the time betting apps came along, gaming had already worked out all the features of how to maximize player engagement.
The online casinos of today are much different. Now it’s common to encounter polished interfaces, animated feedback, progress bars and avatars. These are all features that have long been found in gaming. That’s because they work.
There is a debate to be had about whether online casinos are designed like this because they copied what was already successful. The alternative view is that online casinos would have come to the same conclusions even if gaming hadn’t gotten there first.
There are some key features that are often shared between the two:
Bright interfaces – Online casinos often have gamified interfaces that are akin to puzzle games and arcade apps
Smooth onboarding – This ensures the easiest possible learning curve, so users can get comfortable with the platform with minimal instructions
Instant feedback loops – Examples here are flashing animations, satisfying sound effects and micro-rewards that can draw you in.
Persistent accounts – This is a system whereby you can gather points, loyalty rewards, or virtual trophies.
These features can’t just be cosmetic. They are systematically designed to draw you in and keep you playing. Online casinos allow you to have fun in a way that feels familiar to anyone who has grown up with mobile games.
How Casinos Learned to Keep You in Flow
I’m sure there’s a time when you’ve downloaded any type of app only to delete it moments later. That’s often because it instantly gave you barriers to do what you wanted to do. The best online casinos and games try to do the exact opposite of this by using some clever tricks.
Intuitive navigation – You should be able to get to where you want to be without much thought. If you want to deposit money or find your favorite game, you shouldn’t be aimlessly clicking around trying to find the section where to do that. Due to this, you’re likely to see large icons, clear categories and centralized play buttons.
One-tap actions – Apps are desperate to keep your attention. They know that there is a risk of it being lost if you can’t place your bet or play for game with a few simple taps. Once you’ve navigated your way to the right place, you should be able to act instantly.
Easy registration – Anyone who has played online casinos of the past will know how tiresome registrations used to be. By studying gaming’s onboarding methods, you’re now often greeted with a simple process with aids such as progress markers and helpful hints.
Persistent engagement prompts – The likes of popups, push notifications and time-limited offers may be annoying to some but they work. They are designed to re-activate you to the app and have long since been a feature of gaming.
What This Means for You as a Player
When you learn about these tricks, there is a small part of you that feels you’re being psychologically tricked. However, these features have driven online casinos to a point where they have never been easier to use.
The reality is that great UX benefits both the developer and the user. It makes platforms more enjoyable and transparent. I doubt anyone who lived through the development of online casinos would want to go back to the way things were.
Gaming mastered the art of mobile UX experience before anyone else. It’s no surprise that other industries, such as online casinos, were happy to follow them.
