According to a forecast by Research & Markets, the global online gambling market is projected to reach US$169.22 billion by 2030, reflecting a compound annual growth rate (CAGR) of over 10% in just five years. This rapid expansion presents a wealth of opportunities for emerging online casino startups to claim their share of the market. However, it's crucial to understand that this is a highly competitive vertical.

To stand out and secure a sustainable position, aspiring operators must address a number of foundational elements that are essential to building a successful online casino.

Alexandra Artemova, CEO of FlexPlay, has compiled a comprehensive checklist for startups to follow—helping new entrants launch their projects strategically and establish a strong market presence in the shortest time possible.

Most players are motivated by two things: the chance to win big and the excitement of the game itself. To attract and keep players, an online casino startup must offer both. While all casino games promise possible winnings, the emotional excitement can fade over time. When that happens, players may look for new games elsewhere. Your goal as an operator is to offer enough game variety so players can always find something they enjoy—without leaving your platform.

Currently, the market favors visually engaging games with straightforward, yet highly entertaining mechanics. Crash games fit this trend perfectly. These titles feature a steadily increasing multiplier that can crash at any moment, forcing players to cash out at just the right time to secure their winnings. Easy to learn but difficult to master, crash games strike a delicate balance between risk and reward.

One of the most well-known examples in this category is Aviator. As this format gains popularity, new contenders continue to emerge—Chicken Road, for instance, has been gaining traction thanks to active discussions in Discord communities and on Reddit. A follow-up title, Chicken Road 2.0, was recently released by the same provider. While it's too early to assess performance metrics, the gameplay is engaging and shows strong potential.

Live dealer games have become very popular. They combine traditional online casino gameplay with live video streams. Players see everything in real time, which builds trust—because the game is not controlled by a hidden random number generator, but by real people on camera.

Live casino games aren’t just about roulette or blackjack. Players also enjoy live lottery games, bingo, and Keno. These games are not new—they were once part of TV shows. Now, they’re available online and are loved by many players.

Trendy games are important, but classic games should not be forgotten. One of the most popular is Mega Moolah by Games Global (previously Microgaming). It’s an old-school slot with a progressive jackpot. The design may look outdated, but the game is famous for one big reason: in 2015, Jon Heywood from the UK won €17,879,645.12—the biggest jackpot ever won in an online slot game. This record even made it into the Guinness Book of Records.

This shows that classic games still have strong value. A smart casino combines modern trends with trusted favorites to satisfy different types of players.

When entering new markets, localization must go beyond simple language translation. Cultural adaptation is just as important—especially in regions like Asia. It’s not enough to offer multiple language options. A successful online casino should also include games and formats that reflect local tastes and preferences.

For example, Asian players often look for familiar game types that are popular in their region. Offering local favorites such as Baccarat or Mahjong in various formats can help attract and retain this audience. Starting with well-known games builds trust and engagement.

However, it’s important not to limit your offering to regional content only. Many operators have noticed a growing interest in European-style games among Asian players. This creates a unique opportunity: by starting with familiar content and gradually introducing new styles, operators can expand player interest and increase retention.

If you're planning to target the Asian market, combining popular local games with carefully selected international options can help create a more appealing and well-rounded portfolio. This approach encourages players to explore beyond what they already know—without alienating them at the start.

When choosing an online casino, players always pay attention to promotional offers. Free Spins and bonuses are strong attention-grabbers—and often influence a player’s decision to register.

This is especially important for new casinos, particularly in emerging markets, where players may be more cautious. Free Spins are a powerful tool in this case: they allow users to try the games without spending their own money, which helps build trust. First deposit bonuses also remain one of the most effective ways to attract new users. In fact, welcome offers are now considered a standard in the industry. If a new casino doesn’t offer any, it may raise red flags for potential players.

But attracting players is only the first step—keeping them engaged is equally important. Ongoing promotional activity helps retain users and increase session times. Cashback offers, for example, are popular with many operators. They provide value even in losing situations, encouraging players to keep playing and building long-term loyalty.

In short, a smart promo strategy isn’t just a nice-to-have—it’s a core part of both acquisition and retention for any online casino startup.

Marketing becomes much more powerful when a strong community forms around a product. In socially driven games like poker, community management is a key part of long-term success. For traditional casino games—where players usually compete against the house—creating a social layer is more challenging, but still very possible.

One popular approach is to add tournament mechanics. These events reward players based on criteria like biggest win or highest single bet. Leaderboards play an important role here, creating a sense of competition and encouraging players to come back to improve their rankings. Tournaments and leaderboards can be platform-wide or tied to specific games.

Multiplayer features are also becoming more popular, even in games where players aren’t directly competing with each other. In many live casino games—such as Andar Bahar Live, Live Baccarat, or Live Blackjack—players can see others’ bets in real time. This creates a shared experience and increases engagement.

Crash games like Aviator and Spaceman offer similar multiplayer-style features. Even though each player controls their own outcome, the shared environment and visible actions of others help foster a social atmosphere.

For online casino startups looking to boost retention and engagement, integrating social mechanics is a proven strategy—especially when combined with tournaments, real-time interaction, and a bit of friendly competition.

In the early days of online gambling, players were often willing to tolerate complex or limited payment options. Today, however, expectations have changed. Users now demand fast, simple, and low-cost transactions—and startups must meet these standards from day one.

The key principle is simple: players want to pay less in fees when depositing or withdrawing funds. To meet this need, online casinos must offer a wide range of payment methods—allowing each player to choose the one that works best for them. It’s important to remember that preferred payment methods vary from country to country, so regional adaptation is essential.

One of the strongest trends right now is the shift toward cryptocurrency. Within crypto, stablecoins are quickly becoming the preferred choice for many players. These digital assets are usually pegged to the US dollar and have low volatility, making them more practical for regular use compared to traditional cryptocurrencies like Bitcoin or Ethereum. In fact, a 2025 survey by SoftSwiss found that 67% of players prefer receiving their winnings in stablecoins due to faster transactions and ease of use.

For operators, stablecoins also offer advantages. They simplify cross-border transactions and reduce operational overhead. Some casinos are even offering passive income opportunities to users—paying them interest-like rewards for holding stablecoins in their accounts, similar to a traditional savings deposit.

By embracing diverse payment solutions—and staying ahead of crypto trends—online casino startups can improve both player experience and operational efficiency.

The sweepstakes model is becoming increasingly popular in many countries—especially in the United States and Canada. It’s based on prize draw and lottery-style mechanics, and is now being adopted across various verticals, including slots, live games, and even poker.

While sweepstakes are not essential for building a successful online casino, they offer a unique advantage: more flexible regulatory conditions. In some markets, especially where real-money gambling is heavily restricted, this model allows startups to operate legally under lighter compliance requirements.

For an online casino startup, sweepstakes can be an effective way to enter new markets, build an audience, and test game concepts—without facing the full weight of traditional gambling regulations.

Players appreciate it when an online casino suggests games that match their preferences. These could be similar to titles they’ve played before, from their favorite providers, or newly released games that align with their interests.

While recommendation systems aren’t strictly essential for an online casino to function, they add real value to the user experience. With thousands of games typically available, personalized suggestions help players navigate the platform and discover relevant content more easily.

Personalization has become a standard feature across most digital products—from streaming platforms to e-commerce—and players now expect similar convenience in iGaming. By implementing smart recommendation tools, operators can improve engagement, increase playtime, and create a more tailored experience that keeps users coming back.

Launching an online casino startup holds strong profit potential—but reaching that success requires attention to many important details. One of the biggest challenges is building a game portfolio that’s tailored to the preferences of specific regional markets. This often involves negotiating with multiple game providers, managing large volumes of paperwork, and preparing for lengthy technical integration timelines.

To streamline this process, partnering with a game aggregator is a highly practical solution. It allows you to launch faster—with just one commercial agreement and a single integration point—giving your team more time to focus on operations, marketing, and growth.

Whether you're planning your online casino startup launch or you're an established operator looking to expand into high-risk or complex markets, FlexPlay can help. Get in touch with our team to schedule a personalized demo and explore collaboration opportunities that fit your goals.