The latest MyAffiliates poll asked: “What do you think has the biggest impact on player conversion rates?” Here’s how the community voted:
- Trust & Brand Reputation – 44%
- Website UX & Speed – 33%
- Bonuses & Promotions – 13%
- Personalised Marketing – 10%
The outcome is telling. For a long time, the prevailing belief in iGaming has been that bonuses and promotions are the most effective way to attract and convert players. Yet, our poll suggests otherwise. Today, trust and brand reputation are considered the top factors influencing conversions. This aligns with what we’ve been observing across the industry: players have become more cautious, more informed, and more selective. They want to engage with brands they can trust – operators that demonstrate reliability, fairness, and integrity. Without that trust, even the most generous bonus will struggle to convert.
Close behind is website UX and speed, with one-third of the votes. It’s clear that players are not willing to tolerate slow, clunky, or confusing websites. A polished, fast-loading, and intuitive platform can make the difference between a player depositing or abandoning the journey. In a competitive space where first impressions matter, smooth experiences are non-negotiable.
Bonuses and promotions, despite their history as the industry’s conversion engine, only scored 13%. This suggests they are no longer a differentiator in the same way. They may still play a role in acquisition, but they need to be combined with trust and seamless experiences to truly drive conversions.
Lastly, personalised marketing at 10% shows that while targeting and tailored messaging are valuable, they can only work if the fundamentals are in place. Without trust and a user-friendly experience, personalisation risks falling flat.
The bigger picture is clear:
- Conversion is increasingly shaped by long-term brand building rather than short-term promotional tactics.
- Technology and user experience remain critical enablers for success.
- And above all, trust is the currency that drives sustainable growth.
The industry needs to rethink conversion strategies for 2025 and beyond. Players are demanding more than just incentives – they are seeking trusted brands, reliable platforms, and seamless experiences. Those who put trust, performance, and player-first strategies at the heart of their operations will be the ones leading the way forward.
