“The Boss Media story began with a few online casino games,” recounts Fredrik Bjurle, Casino Product Manager at Boss Media. “We’ve come a long way since the launch of the first version of our casino software in the 90s, and with each step upon each different road we’ve travelled, we’ve grown a bit more determined to keep our leading position in the online gaming market.” Bjurle says Boss Media’s efforts to further develop its casino software are guided by a focus on the player and the desire to continuously improve each online casino operation’s performance in terms of customer conversion, entertainment value and customer retention.
There are countless factors that influence a customer’s decision to convert, register to open an account at a particular online casino and play the games for real stakes. Bjurle admits that six years ago, customer conversion statistics were pretty discouraging. Only about 10% of the visitors to online casino sites operated by Boss Media’s clients actually downloaded the software, and of those who downloaded, only about 10% became paying customers. “We are continuously working to improve the odds by analysing the customer conversion process. Converting players is a matter of convincing customers, step by step, that we’re honest and dedicated to their entertainment.”
Many new customers are first referred to a gaming site by their friends or by way of another site run by a webmaster who has joined the casino’s affiliate programme. Visitors initially come to check out the feel of the online gaming site, so “looks are definitely important,” says Bjurle. “The Boss Media name has become a trusted brand in the online gaming industry, but we also do our best to custom design our clients’ software so customers can easily recognise their trusted brand names. Utilising a brand customers are familiar with is a major competitive advantage, and software customisation is one of our specialities.”
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To help clients customise the looks of their casinos, Boss Media has perfected two different graphical user interfaces. Clients can present a classic or more modern-looking lobby to welcome their online casino guests and facilitate navigation between games and functions. The Modern lobby is designed to appeal to the Internet-savvy with its efficient window-style control panel. The Classic lobby can be graphically customised to resemble the grandeur of a brick-and-mortar casino lobby. Visitors can be invited into a lush salon with hanging chandeliers, an indoor fountain and velvet-clad chairs. Clients can also request custom functions within the Classic lobby.
Casino operations from Boss Media are tailor-made – from the patterns on the backs of the cards used in blackjack to the actual mix of games offered in the downloadable version of the software. Boss Media also designs custom instant-play scratch tickets and table games to further brand-building. “Bring us your logos, colours and fonts, and we will do your brand proud,” confirms Bjurle.
Marketing is also important in convincing customers to play. Boss Media’s clients can entice customers with the customary promotional bonuses and loyalty reward points. They can also use free spins to promote their slot games, and the ability to offer game tournaments is coming this spring. “We are also in the process of putting together a handy information leaflet on each casino game, in which we give our clients catchy slogan suggestions and attractive screenshots they can use to advertise their games.
“Each potential customer who visits an online gaming site is looking for a fast, easy way to the fun,” says Bjurle. Boss Media has further improved the account registration and payment transaction processes for customers. Navigation between games and functions within the online casino operation has been made ultra-intuitive. “The usability of our software performs on two levels,” says Bjurle. “On a more obvious level, the player appreciates the ability to move around within the casino easily and smoothly, thereby getting to his favourite games faster. On a deeper level, the player picks up on the fact that this interactive casino revolves around him and the quality of his entire experience. He feels as though he has been taken by the hand, and that converts into a trust for the operation and confidence in its fairness.”
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