How Online Casino Groups Affect Gaming

Online casino groups are large companies that own and operate many different online casino and betting sites.

Casino groups are major players in the gaming industry, controlling the vast majority of the betting and gaming market. This is reflected in both traditional betting and the ever-growing e-sports sector.

Online casino groups bring to the industry a large amount of resources that allow them to develop and maintain their offerings in an efficient manner. Their influence is strongly felt both in betting and in the behaviour and choices of players.

How do casino groups affect traditional betting?

Casino groups play a key role in traditional betting. They dominate many betting platforms with different brands.

You may have noticed that the same company owns many brands. They may look similar on the outside, but only the theme of the site has changed.

Groups often have a lot of resources at their disposal, as there is a huge amount of money involved in the gaming industry. They are constantly improving their operations and this usually has a positive impact on the betting experience for players.

In traditional betting, the most popular sports are football, tennis, basketball and hockey. There is a strong desire for innovation in these sports, as there are many different ways to attract players to betting.

Market concentration and the role of casino groups

The dominance of large casino groups in traditional betting has led to market concentration. When a few large players dominate a large part of the betting market, competition is naturally reduced.

This allows the big groups to define betting in terms of, for example, odds, betting targets and promotions. The dominance of the big players can lead to a situation where it is difficult for smaller groups to break into the sector.

From a player's point of view, centralisation can lead to less choice. On the other hand, the guaranteed quality of certain groups can benefit players.

Harmonised service in betting

Many casino groups are trying to harmonise their services in order to provide a consistent and high quality betting experience, regardless of the brand through which the player is betting.

Suppose Group X owns betting sites Y and Z.

Group X has become known for the huge number of players attracted to its Z site. Group X decides to set up a new site called Y.

The players on site Z will certainly be interested in the new gaming site of Group X and thus Group X will make money from two high quality gaming sites.

Many groups actually have more than two brands. Some groups even have dozens of sites under development, all with a similar handprint.

E-sports betting and the growing role of casino groups

E-sports has taken quite a few steps forward in recent years. Huge amounts of money are being invested in the sector and this has led to a resurgence of the betting market for e-sports.

The big casino groups are ahead of their time in this respect too, as it is now possible to bet on e-sport at almost any gaming venue. The younger generation is particularly targeted by casino groups, as young people are actively following e-sport.

Many casino groups are nowadays part of major e-sport leagues in different sports. Tournaments also often feature casino group advertisements.

The popularity of betting on e-Sports is growing rapidly

The popularity of e-sports has grown exponentially in recent years. This makes e-sports an excellent alternative to traditional sports betting.

The following games/sports have been heavily bet on by bettors:

• Counter Strike: GO
• Counter Strike 2
• League of Legends (LoL)
• Dota 2
• Valorant
• Overwatch

The number of betting targets has increased enormously. Matches offer a wide variety of in-game targets, similar to football, for example. The betting opportunities are already huge.

E-Sports Betting Experience vs Traditional Sports Betting

E-sports betting differs from traditional sports betting in a number of ways. These differences are particularly apparent in the betting targets and betting styles.

In traditional sports betting, players bet on the outcome of matches in a sport. In e-sports, bets may be placed on in-game events such as the first kill or specific map selections. Of course, this is also seen in football, where the betting possibilities are almost limitless. E-sports is fast catching up.

The fast-paced nature of e-sport makes betting very intense. Players need to have a lot of knowledge of the game. Understanding e-sports has a greater impact on betting than traditional sports, although understanding football is certainly useful for betting.

Casino group marketing and its impact on players

Casino groups market their activities by seeking to attract new players to join under the wings of their brands. Of course, they also want to keep old players happy so that they don't run away to other casino groups' sites.

The groups are not trying to attract players who are simply interested in betting or e-sport. They also target casino gaming enthusiasts. Almost all betting sites offer a variety of casino games.

One of the key marketing strategies is to offer attractive bonuses and promotions. Free bets, deposit bonuses or free play money may be offered for betting.

Bonuses allow players to try out new betting opportunities if the bonuses are tied to a particular sport or series. Bonuses may also be available in any sport.

E-sports betting is increasingly marketed through social media. Live streaming services are another avenue for casino groups to make their voices heard.

Young players are known to show off on social media and streaming services. This is where a lot of people from the eSports target group are attracted to join casino groups' sites.

In traditional betting, casino groups advertise their activities in a more traditional style. Casino groups or their brands are often seen at major sporting events.

Casino group marketing in Finland

In Finland, foreign betting companies and groups are not allowed to advertise or market. This is because Veikkaus has a monopoly on the gambling market in mainland Finland.

However, the current government is pushing for this to change by 2026 at the latest. So we can expect to see foreign casino groups and brands sponsoring Finnish sporting events in Finland in a few years' time.

Live betting

Live betting has become one of the most popular forms of betting. This applies to both traditional sports and e-sports.

Live betting allows betting during matches or events, meaning you can place a bet in the middle of a football or CS match. Live betting destinations depend largely on the match and its popularity. The more popular the match, the wider the range of live betting opportunities.

Live betting adds a lot of excitement to watching games and events if, for example, a football match is boring and nothing happens.

The impact of technology on betting

Technology has had a huge impact on everything that happens around us. The same is true for betting and other gambling. Casino groups are playing a key role in the development of betting. They have brought some of the most exciting innovations to the market over the years.

Existing betting platforms use real-time data, artificial intelligence and live streaming. Real-time data enables live betting. Livestreaming allows you to follow matches directly from betting sites. AI can target specific services to players, creating a more enjoyable gaming experience.

The growth of mobile gaming

Today, almost everyone has a smartphone in their pocket. Casino groups are at the heart of the matter, as smartphones can access the internet anytime, anywhere. Less than 10 years ago, casino groups realised that casino games and betting needed to be optimised for smartphones.

Today, every casino and betting site works seamlessly when played on a phone. You can gamble and bet wherever you go.

Responsible betting

Casino groups are far from pure pigeons when it comes to sustainability. Their main function is to make money.

However, casino groups should provide information on responsible gambling and the tools to do so. Legislation also plays a role in the operation of casino groups.

The impact of legislation on the activities of casino groups

Casino groups do not operate in a wild market. The brands under their umbrella are always licensed. The most common licenses are:

• Malta licence
• Maltese licence
• Malta licence Malta licence Malta licence

When a gaming site operates under a licence, you can be sure that the site is operating properly and legally. The license protects the player from abuse and prevents them from falling victim to scams.

It is the responsibility of the licensors to ensure that sites comply with the rules and conditions that they have carefully drawn up.

Responsible gambling is always a condition for being licensed, so sites should offer help with problem gambling.

Responsible gambling tools

Gambling sites offer responsible gambling tools to help players limit and control their own gambling.

For example, players can set themselves limits on losses, deposits or time limits. It is also possible to suspend or close an account.

Groups' branded pages should also provide information on problem gambling and, where appropriate, offer a helping hand by referring problem gamblers to professional help.

Future prospects for betting

The future looks bright and casino groups are developing some of the most exciting new innovations. These are designed to further enhance the gambling experience.

At the moment, they have their hands full with AI, as it has been on the table for some time. AI allows brands to offer a more personalised and tailored service, keeping players happy.

A betting site could potentially offer AI-generated bonuses based on player behaviour. In fact, recommending betting destinations is now commonplace.

Cryptocurrencies are here to stay in the betting market. It is expected that more and more players will deposit money using cryptocurrencies. Cryptos have their advantages and disadvantages, but their anonymous nature is hard to beat.

The future will show what is to come. If one thing is certain, the gaming experience is unlikely to suffer any setbacks. So we can look forward to moving forward!