Gambling is a large umbrella that encompasses a wide variety of things. We all picture something different when we think of gambling, whether that be the spin of a roulette wheel or the turn of a card in a game of poker. Despite these differences, the social aspect of gambling is a common thread that runs through everything.
For newcomers, the social aspect of gambling isn’t particularly obvious. However, it’s an incredibly important element and can have an impact on the playing experience and the success of particular games and products. Let’s find out more.
Humans are Social Creatures
As humans, we crave interaction and communication. A lack of contact with our peers can have a negative impact on our mental health and wellbeing. As a result, we tend to enjoy activities that give us the opportunity to connect with one another. This includes things like team sports, groups and social clubs and even online multiplier games.
Part of the thrill of gambling is a result of the interpersonal interactions it facilitates. Whether you are facing off against an opponent in a high-stakes game of poker or celebrating a win against the dealer with your fellow roulette players, the social aspect of these experiences is often what makes them so powerful and memorable.
Gambling in the Past
For most of its history, gambling and social interaction have been inextricably linked. After all, without other players or a dealer, gambling games wouldn’t work. What this means is that gambling has long been regarded as a social event as much as it has a game of chance. From private poker games among friends to bustling casino floors packed with strangers, gambling offers players a chance to meet with and connect with old and new friends alike.
For all the promise of riches gambling can offer, it’s likely that some players see it as more of a social opportunity than a chance to win it big. This is key for operators to remember, and the social aspect of gambling should be something that informs product and service offerings.
The Shift to Digital
Humans have enjoyed gambling games for thousands of years. In recent times, the industry has seen a major shift. The advent of digital technology has taken gambling to another level. Now, players can enjoy their favourite games from anywhere in the world without even having to leave their homes.
While online gambling has undoubtedly brought about improvements in terms of convenience and accessibility, it has had a negative impact on the social aspect of gambling. With early digital gambling games in particular, multiplier modes were not an option. Instead, players would find themselves pitted against computer-controlled dealers and players.
There’s no denying the popularity of these games. However, a lack of any kind of human interaction can make it harder for players to form an emotional connection to a game or a product.
The Rise of Live Dealer Games
So, what can operators do to bring the social element of gambling into the online world? One of the most effective solutions is to offer live dealer games.
Live dealer games have taken the gambling world by storm in recent years. These games feature a live dealer operating physical gaming equipment, such as a roulette wheel in live dealer roulette or a deck of cards in live dealer blackjack.
However, rather than players being seated around these tables, they are instead fed a live broadcast over the internet. Each player can view a real-time stream of the action, place bets and claim wins remotely. Additionally, many modern live dealer games allow for player-player or player-dealer interaction, bringing the conversational element of the casino floor into the world of iGaming.
As an operator, live dealer games offer the perfect solution to engaging your players on a more emotional, human level. They are more interactive and immersive than their purely digital counterparts and can help your players form stronger connections to your games, which will reflect positively on you as a brand.
Conclusion
The social aspect of gambling is one that’s often overlooked. It can, however, play a significant role in the player experience, and it’s something that all operators need to consider when putting together product lines and games offerings.
