Are casinos missing out by not giving baccarat the attention it deserves? While operators pour their efforts into slots, blackjack, and roulette, many overlook a game thousands of British players love. Baccarat’s simplicity and elegance seem to captivate a growing audience who is eager to find quality online offers.
We sat down with Christoffer Ødegården, Head of Marketing at the popular comparison site Bojoko, to explore this trend. In this discussion, he revealed the untapped potential of baccarat, explained the strong demand from players, and offered advice on how operators can adjust their strategies to embrace this classic game.
Image: Christoffer Ødegården, Head of Marketing Bojoko
How popular is baccarat in the UK?
Baccarat is surprisingly popular in the UK. We see thousands of Brits searching for where they can play baccarat online. That’s not including the thousands more looking for free-to-play options. It’s a game that has a classic appeal, and people love the simplicity and excitement it brings. While blackjack and roulette are undoubtedly bigger, this is still a major table game with a big British fanbase, and it is quite clear that many UK casinos are underestimating its popularity.
Why do you think casinos tend to underestimate baccarat?
Many casinos focus on slots, blackjack, and roulette because those games often generate higher volumes. Baccarat, on the other hand, has begun to be almost seen as a niche offering despite its traditional standing. This is famously James Bond’s favourite game after all, and in parts of the world, its popularity is simply incredible.
One reason is that operators often follow the biggest numbers, not realising that most of their competitors are doing the same thing. They may think that the baccarat numbers are not worth any kind of big marketing spend, and that may, in part, be right, but you don’t need to spend a lot to have successful reach anymore. Simply being present on our baccarat page, for instance, can have an effect.
If they wish to promote baccarat, what kind of reach can casinos find through affiliates?
Essentially, it has the same reach as the search results. When players are looking for places to play baccarat and have the option of going straight to a casino or comparing multiple brands through a site like ours, they tend to do the latter.
Many affiliates, including us, have created a specific page where Brits can discover the top baccarat online casino sites in the UK. The way you get on these pages varies. Many affiliates sell positions, while on Bojoko, we rank casinos based on the quality of their baccarat offering, from games to bonuses. This means that you can easily rise through the ranks by doing baccarat a little better.
This is also part of what I was referring to regarding how little you need to spend on marketing. With affiliates, you generally just pay for what you receive, and it is typically relatively easy to get high-converting pages if the topic is more niche. With limited spending, you can get access to thousands of British baccarat lovers.
How can UK casinos benefit from giving more focus to baccarat?
By promoting baccarat just a little bit more, casinos can tap into a loyal and growing player base. When baccarat lovers see an attractive offer or just a better selection of baccarat games, they are more likely to sign up and try it out. This can lead to higher conversion rates and stronger player retention.
Giving baccarat a bit more spotlight can set an operator apart in a market where every little advantage counts. I know you have spoken to our CEO about the FTD potential behind adding niche payment methods like Muchbetter, and this is a very similar case. You should jump on any edge you can get.
What advice would you give operators who want to improve their baccarat offerings?
Just focus on a few simple changes. For instance, offer specific baccarat bonuses, or go for an easy and general table-game friendly bonus - that way, you can appeal to a broad range of table-game lovers without excluding baccarat fans.
You should also ensure that your live casino baccarat is on-point, including games for high-rollers. Minor tweaks, like the number of games, can, again, have a noticeable impact. You really don’t need to do too much to stand out.
Oh, and make sure you are present on baccarat pages at your affiliate partners. That’s where the baccarat fans will find you.
