In an exclusive interview with the media, Sebastian Jarosch, founder of Mithrillium Media Ltd. and a seasoned expert in the online gambling industry, shared his profound insights into brand loyalty. Jarosch, who has long served as the chairman of the juries for SiGMA, iGB, and SBC, possesses extensive industry experience and knows how to build trust with audiences through genuine experiences.
He stated that brand loyalty in iGaming is primarily reflected in players' repeat visits, gaming duration, and deposit returns. Agents measure loyalty through retention rates and lifetime value, among other metrics. Attracting players relies not only on generous bonuses but also on enjoyable user experiences, quick withdrawals, professional customer service, and fair treatment. Effective customer relationship management (CRM), such as personalized offers and transparent communication, is key to retaining players.
Jarosch emphasized that a seamless and straightforward user experience is crucial to prevent users from leaving due to complex interfaces. Moreover, quick payments and responsive customer service are more effective in gaining players' trust than lavish rewards. Players crave fairness and transparency, which are central to turning casual players into loyal customers.
He also noted that gamification features (tasks, achievements, loyalty programs) can enhance the sense of engagement and belonging, but they must genuinely create value for players. Effective loyalty programs should encourage responsible gaming and achieve long-term profitability through continuous optimization of the player experience.
Discussing global market differences, Jarosch believes that European players prioritize licensing and localized support, Latin American markets prefer community interaction, and North America focuses more on rewards and customer service. In the future, personalized, automated services and AI-driven CRM will be key to brand loyalty, with players ultimately favoring operators and brands that make them feel safe, respected, and understood.
