It takes a lot of hard work to establish a new online casino, and PlayUK Casino is doing just that. The latest addition to the highly competitive UK casino space is not giving without a fight. In this case, PlayUK is fighting for a name in the industry and a following that would stay with it for years to come.
PlayUK Casino’s mission is to provide UK players with a safe, fast, and enjoyable online gambling experience—something that all brands aspire for but some fall short of delivering. The nascent casino says it fully understands the UK market and its multi-platform approach is what it feels to be the most important weapon it has to attract clients.
Apart from supporting multiple platforms, PlayUK has also invested in a gaming suite that contains a rich portfolio of online casino games. “Modern casino players now expect a widely varied portfolio of games so providing this is crucial,” founder Thomas Jones told CasinoBeats on Wednesday.
“Having the most popular games is also critical as some players will visit a new casino specifically looking for a certain game and should an operator not have the game then the player will simply go elsewhere. That said, it is important to strike the right balance between quantity and quality—operators should only stock the very best games,” Jones added.
PlayUK is well aware of the challenges that come with its late entry into the UK online gambling space. But it came prepared and it has devised plans to overcome the obstacles. Part of these plans is using tested-and-proven tools that most of its rivals have also benefited from.
“There is a long list of challenges from design to technology via games and marketing. Assuming you can design an attractive and intuitive site, powered by a modern platform and with a good selection of games—easier said than done— the biggest challenge is building brand equity and then trust among players,” Jones explained.
“With hundreds of casino sites available to players, you have to make plenty of noise—and the right noise at that—to be heard above the chatter. Of course, for a new online casino brand this often has to be done with a much smaller budget and more limited resources than the big-name brands have at their disposal just to maintain their position at the top of the tree. It’s a challenge, but with the right approach it is certainly not an impossible one.”
Jones noted that they are also utilizing bonuses to attract new players. According to him, they have come up with promotions that are not only very inviting to guests, but are also within the guidelines of the company’s regulator. They are particularly banking on an attractive welcome bonus to gain the attention of prospective members because they know for a fact that many players are always on the lookout for new sites that offer generous sign-up bonuses.
Speaking on affiliate reviews, Jones said that PlayUK Casino only wants what is real and so it is encouraging affiliates to write honestly about their experience on its website. It also wants reviews to reflect if their writers can recommend the new brand to other players based on their own experience at the casino.
Apart from honest reviews, PlayUK is also using social media to earn the trust of prospective players. Jones said that they have learned of social media’s vital role in trust building and so they want to use the different social networking platforms to communicate with players diligently and address the concerns they raise there.
On a final note, Jones gushed about PlayUK’s transparency. “It starts with your brand ethos, and at PlayUK we are honest and transparent with our players. We provide them with all the information they need to know about the brand, the technology that powers it, and the games that we offer. We are proud to hold a UK Gambling Commission licence, and display it’s logo prominently on the site along with other advisory bodies and responsible gambling organisations such as GambleAware.”