Military soldiers climbing rope during obstacle course showing challenge of cyber security

Cyber Security an Added Obstacle in Gambling Operators’ Quest for New Customers

The UK introduced new rules intended to make online gambling safer last year. It’s another obstacle for the online operators to overcome, with competition already fierce among online bookmakers and casinos in the battle to secure new customers.

These days the rules require gambling operators to confirm the identity and date of birth of a customer prior to them creating an account. In the past, it was only necessary when they were attempting to withdraw money from their account.

More record keeping required

Although operators can generally find the necessary information by matching the details that users give to them with existing databases, it isn’t always the case, meaning that the individual attempting to register a new account might be asked to provide copies of documents that prove who they are. This could include passports, driving licences and household bills.

Having to provide any additional information certainly isn’t going to be particularly appealing to the majority of potential customers, who will initially regard it as inconvenient and time-consuming rather than as something to protect the security of their personal data.

New customers might be attracted by competitive betting odds, in depth market coverage and improved technology that increases the quality of their games, but perhaps the most popular inducements come in the form of free bets of one variation or another.

Bonuses now offered without deposit

Most of these free bets come in the form of a ‘Welcome Bonus’ that matches the customer’s initial deposit to a certain percentage (it’s often a 100% match, but can be lower or higher). The majority of such bonuses require the new customer to first make a deposit themselves though.

While online bookmakers are generally less forthcoming when it comes to offering no deposit free bets on sports, it’s far easier to find no deposit free spins when it comes to online casino sites.

A free bet without deposit offer can be used by bettors to get a feel of a new site and to see what’s on offer. It also comes with the possibility of winning a few quid without using any of their own funds.

Top customer acquisition tool

However, although it would initially appear that offering a no deposit free bet holds little appeal for the online bookmaker or casino, they are technically arguably the best promotions they can use to attract new customers.

To begin with a free bet no deposit offer is usually only available for a limited period of perhaps just a few days. The free bet is likely to be limited to very specific markets or games, which can also reduce the chances of operators making any significant losses.

In addition, there are invariably a number of terms and conditions that are attached to such promotions, such as there being a wagering requirement of perhaps 35x before any winnings can be withdrawn from the account. The terms & conditions for no deposit free bets and free spins tend to be more challenging than those of other free bet offers.


Staff Writer at CPO Magazine