There are many things to consider when deciding on what software to use when setting up a new online casino. There are various factors you will need to take into account from how much you want to from the outsourcing of support services like fraud and player retention to the processing of online payments and what games are available. This article will take you through this process and highlight the advantages and disadvantages of various casino software for people looking to break into the New Zealand online gambling market.
There are a few key factors that need to be taken into account when deciding on what casino software to use when launching an online casino in New Zealand. The key criteria we are going to review are:
What do the best casinos in New Zealand Offer?
Competitor research is critical when starting any new business and it is no different when starting a casino. We started our research by looking at which casinos were featured at Best New Zealand Casinos where they list the best Kiwi casinos. Best NZ casinos explains some of the key factors that Kiwi’s look at when choosing their favourite online casino. According to the website the key criteria when choosing an online casino are:
Casino Software – Does the casino offer your favourite pokie machines, or do they offer enough variety to explore new options?
Payment Methods – You might want to play with Bitcoin or only use Neteller.
Payouts – Do the casino games at this casino payout?
Opening Offer – This is an important deciding factor. You want a strong offer that suits your style of play.
VIP Support – Not everyone is a high roller but if you are, you want a casino that is going to wine and dine you.
Cashout Times – How long does it take to cash out your winnings? Does the casino process cashouts on weekends? What are their withdrawal limits?
Wagering Requirements – What are the wagering requirements on bonuses?
Live Support – Does the casino offer 24/7 support? Can you call a local number? How well-trained are the support staff?
These guidelines assist you in determining which software provider to use. You need to ensure that you can fulfil customer expectations in each area to ensure that you are able to attract casino players in New Zealand.
Casino Services – Outsource, In-House or Hybrid
The key to picking a software provider to to first understand where your team’s strong points and weak points are. Many startups try run very lean initially and look at white label casino software. This is an excellent way to kick start a casino but it is equally as important to understand the ICT contracts that are put in place.
Outsource your casino software
The best two white label software providers are White Hat Gaming and Gaming Innovation Group. Both of these software providers allow you to take various packages depending on the level of support you require from them. They both provide services to a number of New Zealand’s best online casinos too. White Hat Gaming provide the software for JonnyJackpot casino whilst GIG have recently signed a deal to be the service provider for SkyCity Online Casino.
White label casino providers can provide the following services:
- Website Design and Development
- Game integration with game suppliers
- Back-Office player management software (CRM)
- Email and SMS sending
- Banking and payment processing
- Regulatory and legal compliance (Casino Licensing)
- Fraud and anti money laundering
- Acquisition software integration
- Live Chat support
- Translation services
There is normally a cost associated with each of these services and will require a fair amount of negotiation on your part upfront to ensure that you are not over charged and that you will be able to transfer skills in-house as the business grows.
The one service none of the white label software providers offer is acquisition services. You will always be required to run your casino acquisitions yourself.
In-House Casino Software
There is also the option of running all these services in house and integrating them yourself. This option allows you the flexibility of creating bespoke experiences for your customers that are not as reliant on 3rd parties. You will still be reliant on a number of third party providers.
Creating these solutions in-house will require you to have an experienced team of developers, lawyers, fraud agents, call centre staff and marketeers on board before launching your casino.
The best example of a site that was rated highly on the Best New Zealand Casinos website that runs it’s own in-house software is Lucky Nugget Casino. They site meets all the criteria previously listed and provides an exception casino experience in New Zealand.
Hybrid Casino Approach
The hybrid casino software approach is likely the best way for most casino businesses to go. This would entail running your casino through a white label and negotiating the contract to drop in price as you move services across to your own internal systems. This lets you get the benefit of the experience from the white labels and scale your internal team as your casino grows.
Banking is an essential component of any online business. If you are unable to process payments you cannot make money. Most online e-commerce business only need to worry about processing payments in to their business but for a casino it is equally as import to allow for easy withdrawals for your customers.
One of the most popular search terms on Google in New Zealand is quick payout casinos which indicates that this is a primary determining factor for Kiwi casino players. It is also very important to allow New Zealanders to deposit, play and withdraw in NZ dollars as the currency conversions are often too expensive for players looking to gamble lower amounts.
The majority of Kiwi’s do not gamble with large amounts of money with many players looking to make an average first deposit amount of around 10 NZD when first joining a casino. This means that you will need to ensure that the transaction fees of your payment provider are low enough that you are able to process these transactions at a profitable rate.
Kiwi Casino Games
The number, quality and variety of casino games offered at your casino will be key. Kiwi players are particularly fond of playing online pokies and live casino table games. This is very different to countries like Germany where players tend to avoid pokies and play both traditional and live casino games exclusively.
The key game provider to integrate in NZ is Micro Gaming(see website https://www.microgaming.co.uk). Microgaming tend to build pokies that spin quicker, offer lower latency and are similar to the pokies you would find at your local. Netent are also popular but their games tend to require higher bandwidth which is not suitable to Kiwi’s living in rural areas where internet speeds can sometimes be much slower.
You have started your journey to launching an online casino off well by doing a bit of research. The process is not as simple as buying the software and launching a casino one week later.
The key to a successful launch is to design the casino around your team’s strength. If you have a strong brand team, build a brand. If you have a strong paid media team, build a casino that supports paid media and if you have a strong technical team with unlimited resources, take it in-house and dominate the market.
Good luck on your New Zealand casino journey.