The strategies used by online slots providers to acquire new players

The online gambling industry has grown steadily over the past decade, far eclipsing other forms of gambling such as betting shops and casinos. In 2020, the remote sector reported a gross gaming return (GGY) of £ 3.1bn, accounting for 53% of the global GGY market share of £ 5.9bn.

The most important subsection of online gambling is that of online slots, which accounts for around 70% of the revenue of online providers. Slot machine games are extremely popular among millennials because they are fun, easy to play, and offer quick rewards. This is why slot machines are often the subject of welcome bonuses, such as free spins on registration no deposit.

Online Slot Providers

Online slots are so popular that the industry is now split between specialty slot providers and general online casinos. Unlike other casino games like poker and blackjack, there are almost endless variations of slot machines that can be created, making it worth it for slot machine sites only.

But it has also led to an oversaturated market which makes it difficult for different websites to stand out from the crowd. It can be confusing for new players to decide which sites to join, especially since most slots are available to play on a range of different sites. So what can online slots providers do to attract new players?

Original designs

To grab the attention of a new player, websites need to be distinctive, which is why many vendors choose to style their site in a unique theme. Retro designs, tropical colors, glamorous styles – these are just a few of the themes chosen by online slots providers. Individual players will be drawn to websites of different looks and colors, just as they are drawn to individual slot machine designs.

The design of the slot machine site should be attractive and appealing to the player.

Variety of slot machines

There are several well-known software developers that produce premium quality slots, for example NetEnt and Microgaming. When players see their name associated with a game, they can be sure it will be fun to play. Since these companies are independent, several online slot providers can rent games from them. This means that if players are looking for one of the ten most popular slots, they have a choice of places to play it. If you don’t have it, they’ll go elsewhere, so online providers are constantly updating their selection to make sure they have the best slots available.

Different slot machine players are looking for different types of games. Online providers need to ensure that they meet everyone’s needs by offering games with different functionality. Having slots with bonus rounds, jackpots, high / low volatility, and different RTP rates should satisfy everyone.

Exclusive slot machines

It can be an exciting time when new slots are released, and dedicated gamers will often be looking for these new games. Therefore, negotiating an exclusivity period with the developers could attract a lot of new players to their site. It may cost a bit more at first, but generously yields income from this slot machine and all others played. Because once new players have signed up, there are other reasons for them to stay.

Bonuses and loyalty programs

A cheaper way to attract new players is to offer them welcome bonuses. These often take the form of free spins on a particular slot machine, where the player is then free to keep any winnings received as a result. Other options include matched deposit bonuses where the website doubles the player’s first deposit, up to a certain amount, or no deposit bonuses, where players receive an amount to wager for free once their registration is complete. Welcome bonuses are a great way to get people through the door and show them all the website has to offer.

Loyalty programs are one way to prevent existing players from being attracted. These often consist of ways to earn points, which can then be redeemed for free spins, cash back, or even merchandise.

Many slot machine sites offer bonuses and promotions to both new players and loyal players.


New slot machine players are often drawn to big jackpots, even if the odds of winning them are low. Having slots that announce daily or progressive jackpots and ways to win big is a good way to get new players to your site.

Choosing a good site

Today’s gamers are aware of internet scams and will look for a site that is secure and regulated by law. The licensed slot machine sites and registered with UKGC will be more attractive than those that do not offer the same guarantees.

Secure payment options are also important to gamers, and sites that offer a range of these are likely to be more appealing. The number of players using online wallets and cryptocurrencies instead of debit and credit cards is increasing, and they are looking for sites that specifically meet their needs.


Online slots providers must use a three-pronged approach to attract new customers. This involves offering attractive welcome bonuses, offering a good range of slots, and making sure they meet legal requirements to provide fair play and keep their customers and money safe. Anything on top of that, like a fun theme or a loyalty program, is a showcase that will appeal to the preferences of some people, but not everyone.

Interesting related article: “The challenges of cybersecurity in the online slots industry”