It shouldn’t be surprising that a good number of South Africans actually gamble. According to IOL, about two-thirds of adults gamble, up from three in ten in 2017. If that’s not enough, South Africans wagered a record R1.5 trillion in the 2024/25 financial year, representing a significant increase from R1.1 trillion the previous year (2023/24). Based on these statistics alone, you can agree that gambling has become increasingly popular in this country.
Part of the primary reasons for this increasing popularity is the convenience of online platforms. Take an operator like Betway, for instance. Once players complete their Betway sign up process, they can gamble conveniently without worrying about getting to a physical destination. And since modern consumers love such convenience, it is not surprising to see many South Africans engaging in gambling.
But it doesn’t just end at convenience. After all, what sense does it make to offer ease of access if the overall experience isn’t engaging, trustworthy and rewarding? Modern casinos recognise the importance of seamless user experiences and strive to make every user interaction as simple as possible. For modern businesses seeking to improve competitiveness, you definitely want to hang around to learn how these casinos keep users coming back.
Build for mobile-first immediacy
Just recently, Exploding Topics released a report stating that over 96% of the global internet population uses mobile devices to access the internet. And with nine in ten individuals owning smartphones, you really want to ensure your website is mobile-friendly. Do you know that, according to My Codeless Website, 70% of online shopping happens on mobile phones?
And if customers perceive your website to be mobile-unfriendly, they may abandon it altogether in favour of a competitor who offers a smoother and more intuitive experience. Leading casinos are aware of this and have implemented a responsive design approach to avoid missing out on the growing number of mobile users. Consider the Betway sign up page, for instance. Whether you access it from a desktop or tablet, the layout automatically adjusts to fit your screen perfectly.
This level of responsiveness improves user satisfaction while also building trust and loyalty. In fact, WPDean suggests that it can be an excellent market strategy, as responsive frameworks can drive 11% higher conversion rates than traditional layouts. When it comes to loyalty, responsive layouts signal that the brand has taken the time to design around users’ needs rather than forcing them to adapt. This makes consumers feel valued, which in turn causes them to become loyal.
The payment experience matters
Most casino games require players to fund their accounts before they can start playing. Imagine what these players can do when they continually encounter payment failures at this initial stage. Of course, many will stop engaging and possibly move to a competitor with more reliable payment options. To put that into perspective, Chargebee attributes 20% to 40% subscriber churn to payment failure.
No casino wants to incur such losses, which is why top operators invest heavily in reputable and diverse payment solutions. For instance, after completing the Betway sign up process, you will be met with a variety of options, allowing you to transact seamlessly and securely. Removing friction from the transaction process ensures players can continue enjoying the games without interruption, thereby increasing engagement.
Diverse transaction methods are also handy in catering to multiple preferences. South Africa alone has a population of over 64 million. This means that not every player prefers using the same payment method. Some may favour banking options, while others prefer e-wallets.
To cater to all these preferences, you must diversify your transaction methods. Interestingly, diversifying these methods reduces the likelihood of disappointing up to 59% of customers, who Primer says would abandon their shopping carts if their preferred transaction method weren’t available.
Make onboarding seamless
Given the crowdedness of the South African gambling market and the reduced attention spans of modern gamblers, it’s not shocking that friction at the first touchpoint can directly translate into an abandoned account. Anyway, why would a player remain loyal to a platform with a complicated sign-up process when numerous other options offer seamless experiences?
Successful operators don’t just throw a ‘Sign Up’ button on the homepage; they design the journey to be intuitive and fast. And that’s precisely what the Betway sign up process exemplifies. Instead of overwhelming new users with endless forms or lengthy verification procedures upfront, modern operators mostly use a progressive onboarding approach.
In other words, you’ll only be required to provide essential information, such as name, email and date of birth, during the initial onboarding stages. The idea is to reduce friction at the first point of contact and encourage users to stay. Incorporating familiar payment methods, such as instant ETFs and card options, can also help simplify the onboarding process. According to SMSCountry, complicating the onboarding process will drive over seven in ten potential customers away, further highlighting the growing need for frictionless experiences.
For businesses seeking to gain a competitive edge, South African online casinos offer numerous valuable lessons. However, one outstanding aspect of these operators is their distinctive focus on customer experience. They know players want excellent experiences, and so they prioritise removing friction at every stage. A good example is how the Betway sign up page works well across various devices. Similarly, by providing your customers with excellent experiences, you could make them more satisfied, which may lead to better business performance.