Why Online Casinos Close

Why do online casinos close?

Let's start with the impact statement that every casino that closes is a sinking ship that takes your lifetime revenue share commissions with it.

Next week at SiGMA World in Rome, I'll deliver a keynote on this very topic.

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I think I know some of the reasons but when you look at this question from the lens of an affiliate, there are some clues and also some unknowns.

What are the clues?

Let's look at a short list of points.

• Casino complaints

• History of closed casinso

• Changes in regulation

• Changes in product

• Experience vs lack of experience

• White label service providers

• Diversification of operator traffic

I did do some research and I put a lot of hours into curating some data sets. What I realize is that even more data could be collected. That being analyzing the casino complaints in which there are over 30,000 complaints with AskGamblers and over 7500 complaints with CasinoReviews.com. That also doesn't include the list from SiGMA ADR, Casino Guru and LCB Network.

How do operator products and services impact affiliates?

What is invisible to affiliates are the operator products and services that can impact everything for players that affects affiliates.

Let's look at a short list of items.

• CRM - impacts retention and VIP

• Games - impacts signups plus retention

• AI - impacts everything from signups to retention including VIP

• SEO, paid media and advertising - helps for trust and likely benefits retention efforts

Not all operators can and will share this info but if I were an affiliate today, I would want to know the following:

• Are you using CRM tools like Fast Track?

• Have you consulted with WarriorLab for VIP?

• Are you minimizing bonus abuse with tools like Greco?

• Are you using AI tools like Golden Whale?

• Do you have unique games from companies like SPRIBE?

These companies don't always share their client list but if I were an affiliate, I'd want to know. These companies improve the value for players which impacts the bottom line for casinos.

So what are your thoughts about why online casinos close?