We all know that the world is moving increasingly towards online options; whether it’s shopping, ordering food, or just working, our entire lives are now very much online! The casino industry is no exception, with profits soaring for the online sector while its land-based competition struggles to keep up.
There are plenty of reasons why people choose to go the online route, with some of the strongest drivers being convenience and better value for money. All those drivers have left physical casinos falling behind; relying on the iconic bright lights and ringing slot bells is simply not enough anymore. So, what are physical casinos doing to try to compete, and will it be enough for them to survive?
Why Do People Choose Online Casinos?
As I mentioned earlier, online casinos certainly aren’t short on selling points compared to their physical competitors. I think the biggest benefit for many is the level of convenience online casinos offer, which allows you to play from wherever you want, whenever you want. If you’re someone like me, who always has a busy schedule, you can’t always take the time to travel to your nearest land-based casino, and commuting can also be expensive! Having such a wide library of games to choose from, right at your fingertips, is one of the many reasons why online casinos are such a big hit.
The level of convenience offered by online options took on a whole new meaning during the pandemic, when online casinos were the only way for people to access their favourite games while in-person venues were closed. The fact that you can play from anywhere, anytime, no matter the circumstances, is one of the reasons online casinos are likely to endure.
There’s More to Choose From
There’s plenty of variety to choose from at online casinos, with pretty much every kind of game you could imagine on offer! There are all the classic slots games, like poker, blackjack, and roulette, then on top of those, there are more niche options you might not often see, like keno, mines, and pachinko. Online casinos also frequently incorporate cutting-edge technology, like virtual reality and interactive games, to take their offerings to the next level.
The same variety of choice also extends to the bonuses on offer at online casinos. While physical casinos focus on exclusivity, with bonuses (if there are any) reserved for the very highest rollers, online casinos go for accessibility. They make sure everyone can get in on the fun through things like no-deposit or low deposit bonuses to stretch even the tightest of budgets further. There are also low budget game options, like slots, where a single spin starts from as little as 10p, giving everyone the option to play.
Replicating the Real Thing
Despite all the advantages I’ve just covered, there will always be those who feel that online casinos don’t capture the same vibe as their land-based competitors. In many ways, I agree, but nowadays, you can get closer than ever to the real thing using virtual reality and live dealer options. Live dealer games don’t really need an introduction, having become some of the most popular choices in the industry. They allow you to combine the convenience of playing from wherever you want with interacting in real-time with a dealer using a livestream. Pretty much all the games offered at online casinos have live versions, including things like game shows and bingo!
If you’re looking for a game that captures the same bustling atmosphere as found at a physical casino, VR games are a strong option. They fully immerse you within the casino world, using a headset to place you in the detailed casino environment. There are all the dazzling lights and recognisable sounds you’d expect, and you can even interact with other characters and features like movable chips and wheels. It’s even possible to customise the avatar that represents you in the virtual world; it’s a bit like creating your own video game character!
Can Physical Casinos Compete?
In recent years, the online casino market has overtaken its physical counterparts in terms of income and player numbers. Between 2015 and 2024, online providers experienced a pretty staggering growth in income of around 63%, while physical venues saw a drop in income of 14% and a 28% decrease in the physical venues overall.
All of the above highlights the overall shift in consumer habits towards the online world over the physical. It’s been a struggle for land-based casinos to compete during this time, but let’s look at what some are doing to try to catch up!
Focus on Luxury Experience
There’s no denying that land-based casinos offer a more rounded experience. Making the effort to travel and dress up to visit a casino makes it more of an occasion than just pulling out your phone and spinning away. Physical casinos need to make the most of this luxurious sense of occasion by offering a full experience. I’m talking glittering lights, a buzzing atmosphere, and dealers in sharp suits—the whole hog.
Although online options are trying to replicate the atmosphere of land-based casinos through the likes of live dealer and virtual reality options, they still fail to fully capture the iconic atmosphere. I think people will always want to visit land-based casinos for occasions like birthdays and stag dos. Las Vegas, for example, remains the home of casinos and a real destination for casino lovers.
Promoting the Exclusive
Another way that online casinos have been looking to compete with the online world is by offering a more exclusive experience. They cater to high rollers and offer games that can only be found in their specific casino, such as exclusive slots and variations of table games. They’ll often offer VIP programmes for loyal customers to allow them to try out new games or have higher wagering limits.
Land-based casinos are trying to provide a more luxurious experience by incorporating different entertainment options, like shows and restaurants. Many have high-end bars inside, which are only available to customers; some are home to top restaurants, and others are based in luxury holiday complexes with grand accommodation. It’s also not unusual to see physical casinos hosting events like concerts and comedy shows to attract crowds and offer something extra.
Promoting Security and Fairness
One thing land-based casinos have over their competitors is that many players feel they can trust them more than online providers. Nowadays, online casinos offer things like high-level encryption and firewalls to help protect customers’ information. However, some are still cautious about uploading their personal and financial information onto an online casino. I think that’s pretty understandable, as there are fraudulent online casinos floating around, which is why you should always look for an option with a reputable licence, like the one from the UK Gambling Commission. There are no such concerns in land-based casinos, where players feel like they’re basically guaranteed to get their winnings.
Another issue brought about by the threat of unregulated online casinos is fairness. Any worth using will have certifications that their games offer fair results, such as an eCOGRA certification. You should also look out for top provider names, like Novomatic and Pragmatic Games, which are good indications that a site can be trusted.
Many don’t feel this same concern with physical casinos, feeling that large institutions, like Wynn Resorts, wouldn’t be able to get away with biased games. In the UK, land-based casinos have to be licensed by the Gambling Commission and should be inspected regularly. Although a report from the BBC did recently find that more than a third of councils in England and Wales haven’t inspected a single licensed gambling venue!
Will Physical Casinos Keep Competing With Online?
I don’t think the allure of the iconic glitz and glam of physical casinos will ever completely extinguish; however, I do see them becoming more and more of a destination rather than littered throughout your high street.
In order to compete with all the benefits offered by online casinos, such as convenience, more bonuses, and wider game choice, physical casinos will have to adapt. By capitalising on the sense of experience and exclusivity they offer, they could set themselves as the luxury aspect of the industry. It is hard for physical providers to compete; after all, having all your favourite games at your fingertips is a big selling point for the online industry, but hopefully, there will always be a place for the luxurious experience offered by many physical casinos!
Miona Ludoski is an expert in all things iGaming. She writes detailed and honest content to help players stay up to date with the latest industry trends. Despite having only been involved in iGaming since 2022, Miona has quickly set herself apart as one of the leading voices, through content packed with first-hand insights and valuable knowledge.
