According to a survey done there are four different factors that determine whether a potential player chooses one casino over another. This survey was based upon a model called Model of Trust for Electronic Commerce (MoTEC) this model identifies four main dimensions that affect people’s trust in online businesses.  These four factors can be listed according to relevance as, informational content, relationship management, interface properties and pre-interactional filters.

Informational content ranked the most important factor amongst players. Players like transparency, being able to see the people behind the product. Having information about policies, the rules of an offer, where help can be found and so forth, is key to trust, and trust is vital to a player when it comes to using your site and especially depositing money via your site.

The second most important element to players is closely linked to the first, just a step closer to the casino. This would be the relationship management; players want to be able to contact the company, and expect prompt high quality responses. You can read my earlier blog on how our support team works, and what great tools they have at their disposal to insure reliable and swift service to players and their queries. However there is only so much they can do, if you as an affiliate don’t make sure to remove special offers when they have expired. Gamblers like all others value fulfillment of promises made.

Third is interface properties, this includes a wide range of things such as usability, efficiency of information access, download times, and small things such as typographical errors. If these things are not up to par, or if a player from another country comes in on a splash page with a lot of grammatical errors, they will not trust the site and will not move ahead to play on it. Here at Fortune Affiliates, we fortunately have a great and very diverse Copy Team, which caters to a wide spectrum of nations.

Ultimately, there is the pre-interactional filters, these consist of what players’ past experiences or coming expectations of a casino are. For example if a player has seen a Royal Vegas banner on many sites previously, and perhaps has thought the banner looked nice, then they have already formed a positive opinion of the brand before even testing it. Or if a player has stumbled across a negative review for a casino this also would mean that they already have an opinion of this casino. This again goes to show that it is important that you as an affiliate make sure that the banners, information, offers, and unique reviews that you display on your site are up to date and appealing.

Your Account Managers are ready to assist you with new exciting content, don’t hesitate to contact them now!