Online Casino GroupsBy: Adam Baker, Monday November 10th 2008
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Online casino owners rarely operate single casinos. They usually operate a number of casinos and promote each online casino within the group as a separate brand. The individual casinos are similar in structure but differ in appearance. There are two important reasons why this practice makes good business sense.
Each brand is thematically different and therefore caters to a different segment of the market. For example an online casino with an Asian theme will attract online players of Asian origin or an online casino with a theme of lavish lifestyle will attract players aspiring for such a life style. Therefore by appropriately branding the different casinos within its group the online casino owner can target a wide section of the market.
Just as there are brand loyal players there are those that like a change in the playing environment after some time. What online casino groups do is try to keep such players within the group, rather than allowing them to go elsewhere. The same software provider powers all casinos in the online casino group and familiarity with the features is an advantage. But what is a greater advantage is that all casinos in the group share the same promotion structure. Therefore comp points earned in one online casino can be used in another. VIP club levels are determined by not how much the player wagers in one casino but in the online casino group. Online casino groups allow players to have their cake and eat it too.
There are many popular online casino groups:
It should noted that as a result of the Kentucky domain name seizure case Microgaming has withdrawn from the U.S. market and will no longer be accepting American customers. For more information on how this affects Microgaming read our aticle on the suject by clicking here or alternatively you can follow our thread in our forum and message board on the subject by clicking here.
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