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The Power of Bonuses in iGaming Marketing

We live in an age where responsible gambling is an increasingly widely used term that appears to be at odds with the notion of casino welcome bonuses and free bet sportsbook offers.

However, there’s no doubt that bonuses remain a compelling marketing tool for online casinos and sportsbooks, especially given the increasingly competitive nature of markets such as the US. In fact, a quick glance at the best online casino bonuses at Casinos.us reveals that increasingly generous welcome offers remain all the rage among US operators.

But what form do such offers take, and what advantages do they offer players and operators? I’ll explore this in more detail in the article below.

What Are the Best Online Casino Bonuses?

Usually, casinos reserve their most generous offers for new players, with welcome bonuses typically comprising a 100% deposit match up to a predetermined value. For example, BetMGM offers new players a 100% first deposit match up to $2,500, offering broad appeal across casual and high-rolling players.

While the percentage value and maximum deposit limits will vary from one welcome bonus offer to another, the structure remains unchanged. 

This means that “wagering requirements” will almost always be applied to the offer, with these expressed as a multiple of the total bonus value. With the aforementioned BetMGM offer, for example, you’ll have to play through 15x the value of the bonus before completing a withdrawal or run the risk of nullifying the promotion’s T&Cs.

Similarly, such offers usually dictate that the wagering requirements must be fulfilled within a specified timeframe (up to 30 days). All players must opt into bankrolls compatible with their starting bankroll and betting frequency.

Other common bonus structures include free spins offers, which simply provide a finite number of free spins on one or a selected number of slots.

The wagering requirements in play here are usually lower (if they’re levied). At the same time, you’ll usually find that operators apply a winnings cap based on the overall value of the offer. You can also find ‘no deposit’ free spin offers at some operators, which are typically low-value but awarded to players in exchange for them simply opening an account.

The Evolution of Bonuses and Their Growing Influence

Of course, these welcome bonus structures are increasingly commonplace and replicated throughout the market, so while the value of such offers will vary, there are few other points of differentiation to help operators to stand out from the crowd.

As a result, we’ve seen a continued evolution of online casino bonuses of late, helping them become more influential in customers’ minds. For example, operators are increasingly inclined to create a higher value welcome offer that stretches over multiple deposits for new customers, with the sheer size of such bonuses enough to create a competitive edge for brands.

USA’s best online casino bonus sites also want to minimize the wagering requirements to balance incentivizing customers and remaining profitable.

Once again, if you look at the casino bonuses for US players a Casinos.us, you’ll see that some have wagering requirements as low as 10x the total bonus value. This may also be significantly lower than the total value of the offer, creating more player-centric bonuses that make winnings more accessible and generate a higher profit level for customers.

Operators are also creating more complex bonus structures that combine deposit matches and free spins on selected slots to create further incentives. Some may even include a nominal amount of ‘free play,’ which isn’t subject to wagering requirements and can be offered on a no-deposit basis.

By diversifying welcome offer structures and finding ways of maximizing their generosity, operators are creating a more compelling incentive for players while successfully leveraging the so-called “psychology of free.”

This is built on the principle of reciprocity, as customers are more inclined to spend their money with a business if offered something free. This can also encourage customers to make emotive or hasty decisions when comparing marketplaces, especially when particularly generous and eye-catching offers are in place.

Of course, wagering and game weighting requirements mean that deposit matches and similar bonus structures rarely come for free, but what’s important is how offers are constructed and the terms they use to stand out from the crowd.

The Bottom Line

From a player’s perspective, the key is to review the best online casino bonuses in the US and analyze their T&Cs, to identify the best value promotions and create a shortlist of those that suit your bankroll and the frequency with which you wager. Regardless, every online casino in the US offers bonuses, and they certainly play a key role in attracting new customers. That’s the most common marketing strategy in the iGaming business. Existing bonus structures such as ‘reloads’ can also help with player retention, lowering a casino’s operational costs and boosting profitability.

Ron Harold

It has been a long time since I joined Research Snipers. Though I have been working as a part-time tech-news writer, it feels good to be part of the team. Besides that, I am building a finance-based blog, working as a freelance content writer/blogger, and a video editor.

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