Over the past few years, the online gaming industry has seen a tightening of the regulations addressing loyalty programs in various jurisdictions. While social concerns are not necessarily about loyalty programs per se, the spotlight is on their impact on high-value or "VIP" customers.
Global iGaming aggregator Slotegrator has broken down this matter in a new analytical article, and is introducing tools and resources for operators to reward players while offering them truly responsible entertainment: the bonusing system built into its online casino platform makes the management of loyalty programs easier, while advanced CRM tools optimize the process to analyze customers’ behavioral patterns and conduct exhaustive preemptive harm checks.
Designed to reward players for sticking with one operator, loyalty programs offer a mix of tangible and intangible perks, ranging from exclusive tournaments to dedicated account managers available around the clock.
Due to their levels of spending and playing frequency, high-value customers are at a greater risk of harm compared to the average player. Besides, they present a heightened risk when it comes to money laundering, according to Slotegrator's analysis. "Operators’ repeated failures to tackle both of these issues have resulted in the tightening of regulations, and upcoming changes — starting from those that will be outlined in the UK’s gambling review — might take restrictions a step further," the company warns.
"Going forward, online gaming operators must strive to demonstrate their goodwill and social responsibility by enhancing the oversight and protection of high value customers. The continuous evaluation of players’ health and funds availability has been widely identified as a must for both responsible gaming and AML, so it needs to become the default approach within the industry," Slotegrator concludes.