Worldwide

When you’re using an application or website, there might be a whole range of things standing in the way of your getting the result you want. These things are often collectively described as ‘user friction’. If you can’t find a product on an online shop, that’s friction. If you have to wait for the page to load, that’s friction. If you have to fill in extra forms, or press additional buttons, or even just think for a moment or two about what you want to do next, then you’re experiencing friction.

Sometimes, a little bit of friction can be a good thing. We might give a user a chance to pause and reflect, in between rounds of a slot machine. This might even be a regulatory requirement.

The world of casino apps is an excellent case in point. But what are these services doing right?

Mobile UX

The first thing to notice is that casino app developers understand the devices being used to navigate their services – because there is clear data to consult.

Since most visits come from a mobile phone, the experience is optimised around those devices. Menus are designed with touchscreens in mind, and applications are kept lightweight and responsive, even on older hardware. This makes it possible for a user to log in and spend money, wherever they are in the world.

Onboarding and navigation

The major point of friction for many users is the point at which we sign them up. There is information to be gathered, which means that forms must be filled in. Many users may decide that they lack the time or energy to overcome this hurdle, and it’s the job of the developer to make it easier for them. Anything that can be done to simplify the process is worth doing.

Tailored experiences

When an experience is tailored to meet the needs and preferences of the user, it becomes much less likely to produce friction. Even knowing that a given user prefers a certain kind of font can be valuable.

Today, it’s possible to collect sophisticated data about a user’s preferences, and feed them recommendations accordingly. When content is relevant to the user’s needs, it becomes more likely to foster loyalty. Modern artificial intelligence makes this a great deal easier.

Gamification and AI

Whether it’s unlocking a new badge or spinning a Megaway slot with dynamic reels, gamification is shaping the business.

The term is often applied to non-gaming activities, like fitness and studying. But it’s also appropriate when we’re talking about games that lack certain features, like leaderboards, progress bars, and rewards. The right AI-driven insights can facilitate this, and drive considerable engagement.

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