Casino Articles

Online Casino Operations

By: Mark Freedman, Monday February 16th 2009
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Contrary to the experience that one may get while playing at an online casino, all the inputs required to run the online casino are not developed in-house. Some are licensed from vendors and some are outsourced. But computer technology is able to interface these together in a seamless manner so that it feels like one internal operation.

The most important external input is the gaming software. Developing gaming software is so resource oriented that it is not viable to develop it for just one online casino or a group of few online casinos. Therefore online gaming software is developed by relatively fewer organizations who then license usage rights to a large number of online casinos. Some of the top tier online gaming software developers are Microgaming. Wizard Gaming, Cryptologic, Playtech and Real Time Gaming. An online casino function that is often outsourced is payment processing. Online casinos appoint experienced experts in this field to handle the financial transactions so that they can concentrate on managing the operations. The functions that casino operators handle in-house are creating promotional schemes, monitoring loyalty rewards, providing customer support and catering to VIP clients. Some of the functions of online casino operations are being explained below.

  • Casino Manager: The Casino Manager bears the overall responsibility of running the operations. He would primarily be ensuring that the staff is carrying out their tasks as desired and troubleshooting when and where required. He would interact with the external input providers to report glitches or otherwise co-ordinate with them. He would keep an eye on the traffic and the collections so as to discern the trends.

  • Loyalty Rewards and VIP Reps: As in land casinos it is the high rollers, who are fewer in number, that provide most of the revenue for the online casino. These high rollers expect and deserve special treatment and the online casinos designate special people for this task. They are the VIP reps. VIP Reps monitor the Loyalty Rewards to assess who are the VIP players and then offer them personalized service by being in contact with the VIP clients while they are online.

  • Customer Support Staff: The Customer Support Staff are the human interface between the casino and the players. Any query that the players have is sent to the customer support personnel and it is their responsibility to resolve this query as soon as possible. The Customer Support Staff can be contacted through telephone, e-mail or live chat. The staff is highly trained in dealing with any issue that may arise in a quick, courteous and efficient manner.

  • Software Provider: The software provides the software that runs the casino. At the core of the software are the games that are simulated using a random number generator. However the software goes far beyond the games. It contains the tools and functions required to manage the entire operations. These include registration, financial transactions, customer support and management of bonuses offered.

  • Affiliate Program and Affiliate Managers: The Affiliate Program is instrumental in driving traffic to the online casino. The affiliates advertise the online casino and provide links to it. They get paid for this on an agreed formula. The people who mange the program are known as Affiliate Managers. Their function is to get more affiliates on board, ensure that the affiliates are operating efficiently and are getting paid as required.

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Comment by: Richards On: November 23, 2009
Doesn't sound all that easy and I would have to imagine that it would cost a lot of money and more then that be very difficult to enter into the space as someone whose looking to operate an online casino or other type of gambling operation. There's so much competition out there and I for one know as I get the e-mails to prove it, lol... the spam that is and what I mean. Anyways I do think it's a big thing with lots of people involved.
Comment by: T. Bugatto On: October 01, 2009
Structurally this would seem to be very similar to how it works in land based casinos. You see people there's not that much of a difference between land based casinos and those that you'll find online, lol...

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