In the past, there seems to be a correlation between UK online casinos receiving fines and the buzz surrounding those sites dropping significantly. The consequences arise after an online casino site has been cited for unacceptable practices, with the prime example being a failure to protect players who may be at risk for excessive gambling.
Right now, perhaps no online betting site has it worse than William Hill. The firm was recently given a fine of over £6 million by the UK Gambling Commission. This exceptionally hefty fine is the result of William Hill’s failure to screen players and the source of deposited funds. Sums of money used at William Hill from 2014 to 2016 have been linked to criminal activity. The fine includes £5 million for the offenses and £1.2 million to be forfeited as profit deriving from money laundering.
Previous data suggests that an online casino’s violation of regulations causes the public perception of the site to suffer significantly. The data is related to the general public and whether or not they have heard of a particular online casino brand. Beyond that, individuals are asked if the first impression of the site was good or bad. William Hill has had its reputation dinged among those who do not already gamble online. However, the perception among current online gamblers is not likely to be affected much.
The actual willingness of players to continue betting at William Hill has not shown a major change since the story about the massive fine was released. This acceptance is indicative of isolated incidents in the past when online casinos or bookmakers simply admitted the violation and carried on with business as usual. The issue now is that violation of commission regulations seems to be a regular occurrence. As a result, online casino sites should anticipate a stronger wave of enforcement in the future.
Some silver lining for online players is that the incidents resulting in William Hill’s fine happened at its land-based venues. If the casinos are truly damaged by the regulatory fallout, William Hill may push for a stronger presence in the digital market. William Hill online casino has a decent online presence, but it pales in comparison to competitors such as SkyBet or Bet365. To gain ground in the online sector, William Hill might have to change the way it engages with prospective players.
Players who gamble online express a growing frustration with advertisements from online casinos and bookmakers. Nearly two thirds of individuals who play online feel like ads for gaming sites are just wasting time and money. Newer online casinos like Slotty Vegas, BETAT Casino, and Vegas Paradise are drawing in players with high-quality content and little money spent on a marketing campaign.
Social media sites such as Facebook and Twitter have been a valuable resource for the outreach of an online betting firm. The platforms allow for more interaction with players and provide a fresh approach to marketing. If William Hill decides to bolster its online offerings, it may very well take the same route through social media.