What Goes Into Creating A New Casino Site?

With an eclectic mix of available casino sites dominating the gambling market, it leads consumers to question how they are able to generate new sites with such efficiency and attention to detail.

As new sites are introduced to the market every few months offering an entirely unseen roster of games, facilities, and an innovative design, it becomes apparent that gambling conglomerates have very intelligent and creative teams on hand throughout the year to help aid in the development of their products.

Yet, what exactly constitutes the process of creating a new casino site, and how can they accomplish the design so quickly?

Screenshot of our new casino sites
Screenshot of our new casino sites

A Concept

With more modern casinos entering the online market, gone are the days where a one-size-fits-all approach is taken when developing a new casino site. Now many sites are adopting specialised concepts that provide an interesting basis to their content and help create consistency amongst their range of products.

A concept can range from a specific type of gambling to a theme surrounding all of the games, each of which can help attract various audience demographics and create a more immersive and enjoyable experience.

For example, gamblers with a keen interest in roulette are more likely to opt for a site entirely optimised for roulette players, which offers a huge range of differing roulette games with different stakes and the opportunity to play live, as opposed to a more general site that has a limited number of roulette options.

A recognisable concept is an ideal way for gambling companies to draw in new customers and create an unparalleled gambling experience that can bring in success.


As briefly touched upon prior, the design of online gambling sites is essential to their visual appeal and drawing in prospective customers. Sleek and modern designs that are easy to navigate are more likely to entice customers into using the services due to the user-friendly focus that makes the platform easier to understand and engage with.

The more modern and informative the platform, the higher the likelihood that customers from a multitude of age ranges will interact with the site, in comparison to an outdated site filled to the brim with complexity and unnecessary thrills.

Also, the addition of a strict colour palette that is synonymous with the casino’s logo is likely to establish a familiarity with the consumers and increase brand recognition based on the originality of this aspect - which is simple yet effective.

However, it is also important for casino sites to include both their services and additional resources so that if consumers want to learn more about the company or engage with customer services in the event of a mishap, they can easily access the appropriate pages. By focusing on creating an accessible and understandable platform, casino sites are setting themselves up for success.

Games Software

When it comes to providing a vast and unparalleled volume of games - gambling sites are unmatched.

Across the internet, there are gambling sites offering every niche of gameplay experience, whether this is Virtual Reality based, animated, or a live dealer experience. Gamblers are unlimited with their gameplay choices.

When it comes to developing innovative new games many companies rely on outsourcing to produce optimal quality games that suit their demands. Companies such as Mutuel Games, IGT, and Microgaming all offer a huge array of potential gameplay options that are tailored to the needs of the gambling company.

Each game or software developer tends to have a specific point of interest and develops content that matches that. For example, IGT is famous for its conceptualised gameplay, which includes cowboy-themed games all the way through to cat-themed slots - there is no limit when it comes to developing games.

Casinos that aim to provide games leaning more towards virtual reality often require specialised services. These games often require additional equipment such as headsets or a range of screens and are spurring the iGambling movement to new heights with each game development.


Whilst any company can have design and software under their belt. It is crucial for gambling conglomerates to have access to a certified licensing agreement - otherwise, their services are illegal to operate.

In order for gambling companies to certify their new site, they need to request a licensing agreement from the Gambling Commission. This will allow the government to ensure that this site is operating entirely legally.

There are three types of licenses within the UK, with these being:

  • Operating License (supplied by the UKGC)
  • Personal Management License (supplied by the UKGC)
  • A Personal Function License (supplied by the UKGC)

Each of these licenses serves a different purpose and depending on the nature of the services a company intends to supply, they may have to apply for only one - or even all of the licenses.

However, there is also specialised licensing available for companies who intend to operate low-level gambling (machines in bars and arcades) and for those who intend to operate solely betting. Yet it depends on the legal recommendations for your niche of gambling as to what licensing you require prior to starting operation.

By paying a registration fee and extensively describing the potential site and delving into various aspects of what it intends to offer, the Gambling Commission will choose whether they want to authorise the license of this company.

If any company is found to disobey the legislation in place, then they won’t be granted the opportunity to have a licensed gambling platform. This leads the company back to square one and they have to reevaluate their business model prior to reapplying.

Often a gambling license takes up to 16 weeks to fully process before the company is given a formal go-ahead to begin supplying their services across the UK. However, if there is any missing registration, the fee will be refunded and the company will be given the opportunity to formally reapply, granted that they provide the required information.

A license essentially ensures that any gambling conglomerate that wants to operate entirely legally within the UK can do so with limited restrictions.

Yet if the company is found to disobey any of these rules, then they can have their license revoked.


Every website requires funding - particularly those that use the technology that gambling companies do.

This is why a majority of gambling sites are developed under the control of a parent company, which owns a huge portion of operational gambling brands. These parent companies can supply huge amounts of funding to prospective brands and new websites, allowing a high-quality website to be built around this.

Without adequate funding, it is unlikely that gambling sites will be able to have the resources they require to properly establish their services. For example, with a lack of funding, it is highly unlikely that the site produced would feature high-quality games that offer a diversified range of experiences.

Funding is integral to any gambling project and is often the driving force behind innovative new brands that frequently crop up within the market.

Market Analysis

Like any other business, casinos require in-depth market research on their competitors, so that they can ascertain what they as a business need to do in order to stand out from the majority of their competing firms.

Market analysis is a crucial contributor to the maintenance of an efficient business, as it provides developers with a coherent insight into the current state of the market and allows them to develop from their competitors’ offerings to the market. This is done by adopting similar, yet profitable, characteristics that are present within other competing firms’ business models and using them to poach their customers.

For example, if a competing firm is credited for their high stakes jackpots, developers could implement a higher staked game within the new site and offer higher jackpots to lure gamblers into their new site. This could be extremely profitable and efficient in terms of meeting consumer demands and maintaining correspondence with market trends.

The Verdict

When it comes to the development of new casino sites, the opportunities are unlimited. However, each development structure tends to have a similar premise with the previously mentioned aspects that constitute an effective casino site development.

Casinos are far from simple business models and an extensive amount of complex processes are undertaken in order to secure a finished product - many of which build on the mentioned characteristics for casino development.

Yet fundamentally, casinos are an expensive job that requires an excess of time, money, and effort, to help build their services to the optimal level available following their release.

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