With many online gaming companies having a feel good factor at the moment due to many states considering the legalization of online gambling, there's a little bit more good news to throw in too. With Nevada having given the green light to online poker, New Jersey joining them within a few weeks and Delaware stating that it will be September there's a little excitement as to where this will lead. PokerStars are looking the most likely to capitalize on things with a clean record with the DoJ and the purchase of the Atlantic Club Casino in the Garden State looking likely. There's even rumors that Stars will be holding WSOP style events after the purchase. However to make this all work then more than just a few customers will be required and here's the good news. AlixPartners a business advisory company has recently conducted a study that shows 35% of active gamblers would gamble online if it were legal. We are not saying here that it is illegal, that's another discussion.

The Numbers

The survey reached out to 1,031 adult Americans who had expressed an interest in gambling and came from a generally representative sample of the US population. The survey looked at online and offline gambling and the connection between the two, with some surprising results. A mere 15% of gamblers said that there visits to the bricks and mortar would reduce if online gambling was to become legal. 57% of those asked said that they were more likely to wager online if the online casino was owned by a recognized casino brand, i.e Caesars Palace. A large amount of 58% said that they would be attracted to online casinos that allowed them to use loyalty points and rewards in the bricks and mortar casinos. The last point seems to be where some companies are heading and I am sure I'm not the first person to think about buying a few beers or booking a room at the Atlantic Club with my PokerStars FPP's. It's a great concept and good business model combining both your offline and online business. The AlixPartners study also looks at what online customers look at when signing up to online casinos, poker rooms etc and found that the following were the most important from a customers perspective. Firstly, ease of registration, and it's easy to see why as no-one likes elongated forms to fill in that end with an unreadable captcha! Secondly came navigation, followed by lack of wait times for desired activities. Presumably the third point relates to Sit n Go tournaments and the likes. Then we have availability of options at desired wagering levels and last up was security of financial information and deposited funds. It's a sensible 'wish list' and one that most online poker rooms and casino attempt to address.

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