Building Loyalty in a Competitive iGaming Landscape

David Lovell provides insights on how to encourage loyalty in the ever-compeitive iGaming space.

Written By David Lovell, Co-Founder of DragonBet

In today’s fiercely competitive iGaming market, players are spoilt for choice. With countless operators vying for attention, the challenge isn’t just attracting customers, it’s keeping them. At DragonBet we’ve learned that loyalty isn’t just built on promotions and tech-savvy betting tools alone, it’s earned through authenticity, consistent service and a deep understanding of what our players truly value.

Be Part of the Community, Not Just the Industry

From day one, we’ve seen ourselves not only as a bookmaker but as part of the sporting fabric of our home turf, Wales. Integration within the local community is vital, whether that’s sponsoring grassroots sports, backing local teams or supporting events that matter to our customers.

That’s why our recent sponsorship of Cardiff City FC means so much to us. It’s more than just having our name on a shirt, it’s about connecting with fans, supporting the Bluebirds, and showing that we’re invested in the heartbeat of Welsh sport.

The same ethos drives our horse racing sponsorships, which are more than branding opportunities; they’re an investment in the future of the sport we love. Just recently, we announced the debut of the Dragonbet Welsh Racing Festival, a newly expanded three-day event taking place at Chepstow Racecourse.

Likewise, our support for greyhound racing is rooted in preserving its heritage and campaigning for positive change that safeguards its future.

When players see that you’re invested in their passions – and in the sustainability of the sports they love – they connect with your brand on a deeper level.

Put a Face (and a Voice) to the Brand

In an age of corporate anonymity, players value authenticity. At DragonBet, we’ve made a conscious decision not to be a faceless brand. Our Trader Chat feature allows customers to speak directly with our trading team, whether to ask a question, debate a price or simply share their views on the day’s action.

We believe in having a voice standing up for what we believe in and engaging in open dialogue with our players. It’s a two-way relationship that builds trust and a sense of belonging.

Deliver Service That Goes Beyond Expectations

Offering a stellar betting service means more than competitive odds. It’s about creating a seamless, reliable and enjoyable experience from the first click to the last. That’s why we prioritise fast payouts, responsive customer support and a platform that works exactly as players expect every time.

But it’s also about integrity. We go above and beyond what’s required in compliance and responsible gambling. Our safer gambling tools are there not just to meet regulatory requirements but to genuinely protect customers. When players know you’ve got their back, they’re far more likely to stick around.

Stand for Something

Loyalty is also about values. We’ve been vocal in our support for the preservation of horse racing and greyhound racing because we believe in the heritage culture and livelihoods tied to these sports. Campaigning for positive change, whether that’s better animal welfare standards or greater industry transparency, shows players you’re not just in this for profit.

The Long Game

In the short term, flashy offers might catch a player’s eye. But in the long run, loyalty comes from being consistent, trustworthy and aligned with your customers’ passions and principles. At DragonBet, we’re not chasing fleeting sign ups, we’re building relationships that last.

Our approach is simple – be visible, be accountable, be part of the community and be unwavering in the quality of service we deliver. That’s how you turn first-time bettors into lifelong customers even in the most competitive of markets.

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