Like any modern industry, casino gaming is dominated by a handful of large brands and companies. Corporate consolidation is nothing new – the big fish eat the smaller fish and so on. However, the rise of online casinos and internet gambling has opened the door to small, plucky operations to try and carve out their own place in the market.
Small and niche online casinos are all about narrow appeal to customers who know what they’re looking for. They’re hotspots for innovation and can offer surprising benefits to loyal customers. Let’s examine why niche casinos are so important, what they can offer, and how to get the most out of alternatives to big brands.
How Small Casinos Stand Out
Let’s start by understanding the challenges an up-and-coming casino operator faces.
There are reasons why big companies tend to dominate every field. In the world of online gaming, it comes down to the fact that they have bigger reach and larger offers.
For example, big casinos can easily score deals with the best software providers. They can populate their lobbies with all of the latest releases, and keep updating the offer with each new title. Smaller casinos often have issues keeping up with the rapidly-evolving online gambling scene.
The same principles apply to all aspects of the business. For instance, a big brand is more likely to have dozens of payment options.
Moreover, industry big-whigs can offer deals and bonuses that smaller competitors can’t hope to match. Simply put, large businesses can afford to work on smaller profit margins. Throw in bigger marketing budgets, and the picture is even harsher.
All of this should paint a picture of why smaller casinos tend to be considered “niche” operations. They can’t really compete directly and in the same fields. Instead, they have to find highly-specialized niches in the market and attract players with specific needs.
For example, games like bingo are not considered big breadwinners by major gaming companies. Even sites that offer bingo tend to treat it as a low-priority offer. However, for someone looking for bingo, a small casino that’s all about the game will outshine an industry leader.
Advantages of Smaller Casinos
As you may have guessed, registering for a smaller casino has both pros and cons. Rookie players will probably immediately focus on the negatives – the limited game libraries, the smaller bonuses, and so on.
However, we would like to point out some of the perks of niche casino sites.
- Specialization – We’ve always maintained that finding the perfect casino is a largely personal choice. Big brands will always chase mass market appeal. If your tastes are a bit different than the mainstream, a smaller casino might be a better choice.
- Unique gaming experiences – Similarly, niche casinos will go out of their way to provide something not available anywhere else. This can take the shape of gamified promotions, unique exclusive titles, or something else entirely. Big casinos all look and feel the same. Smaller ones will at least try and walk off the beaten path.
- Customer support – Major casino venues deal with thousands of customer service queries every day. Even if one user isn’t happy with the support, they won’t be too bothered about it. However, word-of-mouth is the best marketing if a site doesn’t have a huge promotional budget.
- Fun promotions – The most common way of attracting players to casino promos is by doing things big. Since a niche casino can never do things bigger than an industry-leading gambling company, they have to get creative. Examples of creative promotions include gamified loyalty programs, high-stake tournaments, and other ways of adding a “personal touch.”
- Innovation – A leading casino doesn’t really have to change anything. Why would they? They’re already at the top of their game. That’s why the underdogs are always the ones that have to think outside the box.
Examples of Niche Casinos
So we’ve talked at length about the unique casino offers out there. But do we have any real examples?
You bet we do!
Before we begin, we’ll note that you should still probably check out our list of the best casinos. If nothing else, you’ll at least have a reference point for comparison. Besides, you shouldn’t “force” a choice just because it’s unique. Pick a casino that’s perfect for your needs regardless of its size – we’re just trying to point out some interesting offers that differ from the norm.
PlayOJO
It’s arguable just how “small” this casino is. Regardless, it caused quite a stir when it first appeared because of its unique bonus structure.
Essentially, you don’t get flashy matched bonuses (that are then impossible to actually withdraw.) Instead, PlayOJO is entirely focused on gathering rewards as you play. Cashbacks, free spins, and other perks await loyal customers who forgo the usual deposit bonus.
The best part? No wagering requirements! And all of that is available in a huge game collection and an incredible offer of live tables.
Click here to head over to PlayOJO!
Melbet
When we were listing small casino advantages, me mentioned gamification and interesting promotions. Well, here’s a great example.
Melbet is an extremely versatile betting platform that covers everything from sports to online bingo. However, where things get interesting is the so-called Melbet Marketplace.
This feature allows you to gather points and turn them in for rewards. Sounds pretty standard, right? Well, things get really interesting once players are allowed to trade and sell their loyalty points. Especially because some of the higher-tier point rewards include Rolex watches and Lamborghinis.
Click here to check out the exclusive offer available on Melbet!
Wazamba Casino
This niche little site is quite proud of what it’s all about. No bonuses, you might be asking? How is that a good thing?
Well, first of all, this operator is quite transparent. If you’re sick of being reeled in by huge promises and then having your winnings stuck in the casino due to under-handed wagering requirements, this is the site for you.
Instead of classic deposit bonuses and free spins, you instead get a standing 10% cashback. All players at all times get 10% of their losses back. Neat, huh?
All in all, it’s a no-nonsense approach to online gambling that we think the industry is sorely missing.
Click here to see Wazamba Casino’s perpetual cashback offer!
Conclusion
Saying which casinos are the best is always going to be a controversial statement. The big fish are big for a reason, and we can’t deny that. In fact, most players will probably be perfectly content with picking the most obvious choice.
Niche casinos are called “niche” for a reason. However, if you’re willing to experiment, you might find that you are, in fact, a “niche” player.
All we’re trying to say is that it pays to consider some alternatives. Think outside the box, and you may just find something much better for your needs.