Adapting to US Player Preferences: How Online Casinos Are Tailoring Their Offerings

30 years ago, the United States opened the doors to online public gambling at Liechtenstein International Lottery in October 1994. Now, the industry is worth approximately $25 billion and is predicted to keep expanding.

While online gambling is legal at the federal level, states are free to ban or allow online gambling. As such, online casinos have to customize their offerings to meet legal requirements while still meeting the needs of their US customers. This article explores how online casinos and general gambling providers tailor their offerings to US players' preferences.

Understanding US Player Demographics

The US online gambling market varies from state to state, depending on legality. An estimated 57.2 million active online gamblers are scattered across the states. While the average age of an online gambler is 35, only 20% of the active participants are young adults between 18-34 years. The online gambling scene is also more diverse, as 38% of players are female.  Research also indicates that approximately 55% of online gamblers are married.

According to a survey by NerdWallet of over 2000 adults, younger generations are now actively gambling more than older generations. Of the surveyed adults, 59% of Gen Xers (18-26 years) and 68% of millennials (27-42 years) participated in gambling, compared to 58% of Gen Xers (43-58 years) and 57% of Baby Boomers (59-77 years).

Here is how gambling legality varies across the US.

Northeast Region

Online casino gambling is legal in Connecticut, Rhode Island, and Pennsylvania. It’s illegal in Maine, Massachusetts, New Hampshire, Vermont, and New York.

Southeast Region

Online casinos are legal in Puerto Rico and the US Virgin Islands. Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Virginia, and Tennessee do not allow online casino gambling.

Midwest Region

Illinois, Indiana, Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, Ohio, and South Dakota do not allow online casino wagering.

Michigan allows online casino sites, while Wisconsin only allows online casinos run by land-based tribal casinos.

West Coast Region

California, Washington, Hawaii, Alaska, and Oregon are yet to legalize online casinos.

Southwest Region

Arizona, New Mexico, Colorado, Oklahoma, Texas, and Utah do not allow online casino gambling. Nevada allows online poker but does not permit other casino games.

Mountain States

Idaho, Montana, and Wyoming do not allow online casinos.

Online casinos must adjust their offerings to remain within state limits. Some states allow some forms of online casino games while banning others, which requires tailored services from online casinos.

Popular Game Types Among US Players

Slots

Online slots are the third most popular games among US players. The game’s popularity across ages is as follows for 2021:

• 16% of players between 18 and 24
• 21% of those aged 25-34 years
• 22% of those aged 35-44 years
• 16% of those aged 45-54 years
• 11% of those aged 55 years and older

Table games

Table games are popular across all age groups in the US. In 2021 alone, here are the number of players who played online table games:

• 11% of players between 18-2is4 years
• 23% of players between 25-34 years
• 18% of players between 35-44 years
• 10% of players between 45-54 years

Video poker

In the United States, the video poker market was worth $4.81 billion in 2022, according to Fact,MR. Given that the global market for video poker machines was estimated at $21.61 billion in 2023, it’s safe to say U.S. players will not stop playing video poker.

Live dealer games

While there aren’t clear statistics on how popular live dealer games are in the US, they are growing in popularity thanks to increased mobile device and internet penetration. Evolution gaming currently dominates the sector, according to data by IGTracker. However, Pragmatic Play and Playtech are gaining more market share.

Payment Methods Preferred by US Players

Credit/debit cards

Credit and debit cards are one of the most popular forms of payment globally, and it’s no surprise that they are popular in gambling too. According to the FIS Global Payments Report 2022, 40% of all POS payments in casinos were made through cards. However, as more players shift towards digital payments, the number is expected to decline.

E-wallets

E-wallets are some of the fastest ways to make online gambling payments. According to the FIS Global Payments Report 2022, more players are going to adopt digital and mobile wallet payments, taking up to 15% of all transactions by 2025 because of our phone-centered lives.

So far, eight states, California, Oklahoma, Pennsylvania, Indiana, Iowa, Ohio, and Florida, allow digital payments for land-based and tribal casinos. Most online casinos support popular wallets such as PayPal, Skill, Neteller, and EcoPayz.

Cryptocurrencies

There is no centralized tracking for cryptocurrency users in the US. However, in 2022, PlayToday found that 27% of online gamblers had used cryptocurrencies in the past year to pay for gamblers.

More interestingly, the study also found that crypto users played up $1,2000 per month, which is approximately double what their fiat counterparts spend in a month. The most popular cryptocurrencies are Bitcoin, Ethereum, Litecoin, Bitcoin Cash, Tether (USDT), Bitcoin Cash, and Dogecoin.

Bonuses and Promotions Tailored for the US Market

Welcome bonuses

Unless otherwise stated, welcome bonuses are legal in the US. Casinos often offer a variety of rewards, including cash bonuses, free spins, and cash back deposits. Most rewards come with minimum deposit instructions and wagering requirements, so be sure to read the fine print before signing up.

No-deposit bonuses

No-deposit bonuses are another lucrative feature of online casinos. Usually, the minimum requirement for such bonuses is registering on an online casino site.

Loyalty programs

Loyalty programs are a great perk for continuing to play in a specific casino. Online casinos have continued the long-famed tradition of rewarding loyal players with special services and rewards. For example, Slots Capital VIP program offers unbeatable point rates, gifts, low rollover tokens, and big cashbacks. There are four VIP tiers: Special, Gold, Platinum, and Diamond, each with special weekly and birthday bonuses plus guaranteed monthly cashback. VIP members also enjoy quick and dedicated customer support and perks such as parties and tickets.

Mobile Gaming Optimization

As more people gamble online, optimizing gambling for online platforms becomes more critical. Mobile-friendly platforms allow players to access their favorite casinos on the go through apps or browsers. Fast-loading websites and apps with quick responses, and easy navigation are essential to retain customers in casinos.

Customer Support Adapted to US Needs

24/7 availability: Customer support should be available around the clock for online players since they can log in at any time.

Multiple contact channels: Accessing customer support through phone calls, messages, live chat, and email ensures that players can have issues handled quickly and delicately, depending on the concern.

Regulatory Compliance and Security

Since federal and state laws differ for online gambling, it's up to online casinos to ensure they follow the law. Many states have adopted online casino gambling, while others have rejected it altogether. Others have accepted online casinos as long as they are linked to their retail casino and wagering is restricted to casino grounds.

Federal laws, such as the Unlawful Internet Gambling Enforcement Act (UIGEA), continue to impact online casinos and financial transactions, even if they do not affect legality and licensing. Violations also vary by state. For example, Hawaii and Utah do not allow any form of gambling. Washington state, which allows gambling on licensed land-based casinos, treats the transmission of gambling information on the internet as a felony. In contrast, other states do not have regulations on the same.

Any casino that wishes to offer online services in a specific state must contact the relevant state governing body for licensing and regulation.

Localized Content and Themes

Localizing content to fit the broad American appetite can be challenging, but providers rise to the challenge. Games commonly feature US-centric themes such as the Wild West gunslingers and adventures. Online casinos also offer Spanish translations for their websites and games to accommodate player diversity.

Conclusion

The future of online casinos is bright. Online gambling in the United States will continue to grow as more states legalize the activity. As such, online casinos will continue to adapt to the US market to meet legal and player needs. These adaptations include providing relevant language translations, using games with popular US-based themes, and only providing games allowed within the state.