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From roulette to the racetrack: The seamless integration of casino gaming and sports betting

As the years go by and the ever-evolving world of iGaming flourishes, we are noticing some new trends.

One that particularly stands out is the merging of casino gaming and sports betting. Though these two areas are similar in nature, they stand out thanks to their thematics.

Sports betting is a popular pastime for sports lovers who want to make good use of their favorite game.

Their knowledge and expertise when it comes to the teams, the players, and the sport may lead them to victory.
 
Casino gaming, on the other hand, has nothing to do with sports and anyone can enjoy it.

All it takes is a short introduction to the games in question before players can start honing their craft and perfecting their skills in some of these games.
 
Thanks to their common ground, however, sports betting and casino gaming are two activities you can find on almost any casino website.

Opening casinohawks.com and taking a look at the best casino websites out there is enough to notice this fact. Most of them will offer both of these activities.
 
But how did this integration come to be? Is it as seamless as it seems? And how has this affected the iGaming industry? We explore all these questions below!

Integration dynamics

It’s important to understand just how casino companies have managed to achieve a seamless integration of casino gaming and sports betting. 

This starts with a very important factor, esports.
 
Esports, otherwise known as competitive video gaming, is a global phenomenon that isn’t as recent as you may think.

In fact, the earliest known video game competition took place on October 19th, 1972 at Stanford University. On this day, many enthusiasts of the game Spacewar gathered to find who among them was the best player.
 
However, esports has grown considerably since then, and video game companies nowadays host some of the biggest tournaments in the world.

While this hasn’t directly impacted the integration between casino gaming and sports betting, it has joined two terms that were previously thought to be completely separate; sports and gaming.
 
Nowadays, the integration is most clearly visible in a website’s interface. This means players can access both the casino and sports betting sections of the website without much trouble.

Users need only one account on the platform, and even the website’s wallet system will adapt to either casino gaming or sports betting. All of these efforts combine to introduce casino gamers to the world of sports betting and vice versa.

Better yet, these efforts help those who enjoy both sides of the coin have an easier and more satisfying experience on their website.

Tech's role

There are many technical aspects that facilitate the integration between casino gaming and sports betting. They range from payment options to the very coding of the website.
 
One of the most obvious ones is unified backend systems, which we’ve mentioned in part before.

These systems manage player accounts, their transactions, and other similar data.

These systems eliminate the need for separate accounts when it comes to the two different categories on the website.
 
Next on the list is payment gateway integration. The importance of seamless payment and wallet options between both categories is big.

If a website’s payment system is separate for casino gaming and sports betting, users will only see this as a flaw and move on to other websites.
 
Finally, AI and machine learning are everywhere in this age. They also have a role to play in the integration of casino gaming and sports betting.

Thanks to this technology, users can get personalized recommendations for both casino games and sports betting opportunities they can take. AI can also help players discover the joy of either category.

Impact on engagement

It’s logical to think that the more services a website provides, the longer users will stay on it and use it.

Some players and bettors like to explore other options, and providing them one spot to do it all is sure to boost the website’s user engagement.

This effect is boosted by different cross-promotions and incentives the websites may offer.
 
For some users, this improvement in variety is just what they need. This, in turn, keeps them playing on the same website for longer.

Additionally, it helps with customer loyalty, as they may avoid turning to other websites for these needs if they’ve had a good experience with a certain website.

Trends and marketing

Most importantly, companies advertise this integration with the help of several trends and marketing methods.
 
The first and most obvious method is welcome bonuses. Upon sign-up, these websites offer bonuses that apply to both casino gaming and sports betting.

This may encourage users to try out the two categories separately to make good use of their welcome bonus.
 
Another method is cross-betting promotions. These promotions usually provide users with incentives to use the other category.

For example, casino players may receive incentives to place bets on different sports events to receive free plays in certain casino games.
 
Finally, special events are a great way to promote both categories. These events incorporate elements from both casino gaming and sports betting.

For example, players may earn points in a tournament by participating in both casino gaming and sports betting activities to secure their victory.

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