Composition Over Content: Why Players Prefer Ratings, Icons, and Shortlists

The digital world is changing. As we become more accustomed to the internet, web designers and online business entrepreneurs are discovering new and exciting ways to adapt to a modern audience. As one of the pre-eminent online markets today, iGaming has undergone some pretty serious changes.

One of the most apparent is the change in interface. We have seen a push away from SEO-oriented content. Customers are increasingly interested in websites that prioritize User Experience (UX). In order to keep up with demand, many websites are abandoning the idea of search engine optimization.

The most apparent case is blatantly obvious. There is now a shift from textual to visual content. Gamblers prefer easy-to-spot and clear indicators of a website’s quality. That is why Casino Groups are doing their best to maximize user experience. But why might players prefer ratings and icons over walls of text? Let’s find out.

A Picture is Worth a Thousand Words

The old saying goes; A picture is worth a thousand words. That is just as true in art as it is in business. Though a skilled writer may be able to describe the natural beauty of the Alpine mountains masterfully, nothing will compare to actually seeing said wonder in person. The same is true for online casinos. Talented reviewers will naturally tell you everything you need to know. However, players need some sort of visual identification.

That is why it is standard practice to display ratings and icons at the very top of the page. It not only indicates that a website is worth visiting, but it also saves players’ time. After all, without that rating at the top, the player would have had to spend their time reading through walls of text in order to determine whether a website is legitimate. With those image ratings, the player understands the gist of the site and can now read through the text that interests them.

The UX vs. SEO Debate

Another reason for the emergence of shortlists and ratings early in the text is the domination of user experience over search engine optimization. Until recently, the SEO-oriented model was far more dominant in the online gambling industry. In fact, SEO is the name of the game in online business in general. However, some savvy entrepreneurs have noticed a discrepancy between the success of SEO-oriented content and user experience.

Namely, users don’t seem to flock to search engine-optimized websites. Certainly, a focus on SEO means that players are more likely to see the website. In truth, they may even click on it. But once they’ve gone through the content, they lose interest. On the other hand, many new businesses focus on user experience and have seen some impressive results. One of the most beneficial is a sense of brand loyalty, which many companies strive for.

The reason gamblers prefer UX-oriented sites over SEO-oriented ones is simple: UX-oriented businesses care more about the customer’s experience, rather than the number of clicks they get. Naturally, this will create a sense of brand loyalty among their users. It is much more likely that a gambler will return to a website that they liked, rather than one that they randomly stumbled upon due to a search engine.

How Visuals Enhance the UX

The question that remains to be answered is how visuals enhance the user experience. We touched on this already. In truth, seeing the ratings and shortlists at the top of an article might not be the best for search engine optimization. After all, the goal of a business is to get players to stick around as long as possible. If all they do is check out the first few icons and leave, the website does not gain much. However, it is a different story if the website builds a strong relationship with its user base.

That is the primary purpose of the UX-oriented model that we are seeing a switch towards. Shortlists and icons are a great starting point for many. People will always need thorough and in-depth content. New gamblers might find that they need a guide to responsible gambling or a serious analysis of poker strategies. These topics are not easily tackled through shortlists or images. However, a website that does focus on UX will always have dedicated fans who return to research more important topics.

The shift towards user experience does not just affect players. Obviously, the customer stands to gain the most. However, businesses benefit as well. Any market will stress the importance of a customer returning. One-and-done users will always be around, and they may even return multiple times. But it is loyal users who truly make the business world go round. That is why the shift towards UX is so important.

UX is Growing in Pop Culture

The success of the UX model goes way beyond the realm of iGaming. Casino affiliate sites are certainly affected. However, the model is also breaking new ground in the broader online entertainment market. Film affiliate sites now use rating systems heavily. Rotten Tomatoes is a good example. The percentage rating is right at the top. Most visitors will not scroll through dozens of reviews. However, there will always be dedicated film buffs who want to read what others have to say.

The same is true for the video game market. The best game reviewers all have shortlists and icons as article openers. There, they might list the pros and cons of the game. They will almost certainly give a rating as well. Once that is done, the reviewer will delve in-depth and discuss the gameplay and story elements that people might like or dislike. In either case, the focus is on allowing the user to get the most out of the review, rather than prioritizing what is good for SEO.