Sebastian Jarosch: “Players stay loyal to brands that make them feel safe, respected, and understood”
In an exclusive interview with Focus Gaming News, Sebastian Jarosch, one of the leading experts in the online gambling industry, talked about key insights into the company’s growth, current priorities, and future plans.
Exclusive interview.- Sebastian Jarosch, founder of Mithrillium Media Ltd., served as a main judge on various panels, including SiGMA, iGB, and SBC, while handling various successful campaigns over the years. Mithrillium Media Ltd. is a relatively new company that builds trust with its audience via real experiences and facts. In short, Jarosch’s extensive experience in the field makes him a perfect partner for our interview. He knows precisely what true brand loyalty in online casinos is, sharing his thoughts below.
What does “brand loyalty” look like in the online casino space, and how do you measure it from an affiliate’s perspective?
Brand loyalty in iGaming is reflected in repeat visits, session times and returning deposits. From an affiliate perspective, loyalty is measured through retention metrics like RDC deposits, lifetime values, and how long players stay active after registration. To earn loyalty in iGaming, you need to stand out and consistently deliver an enjoyable and trustworthy experience.
Bonuses and promotions often bring players in, but what keeps them coming back after the initial offer?
An attractive welcome offer is essential to convert a visitor into a depositor. What keeps players returning is an enjoyable experience, fast withdrawals, responsive support, good game variety, and fair treatment. Players want to feel valued beyond the first deposit. A strong CRM with personalised offers, transparent communication and regular rewards is key to keeping players engaged.
How important is a seamless user experience (UX) in building long-term relationships with players?
A confusing interface leads to frustration and user drop-off. In contrast, a clean and intuitive UX from start to finish builds player confidence and satisfaction. It is not just about design. It is about minimising friction at every step, so players feel fully in control.
Do things like fast payouts, responsive customer service, or fair terms play a bigger role in retention than flashy rewards?
To truly create customer satisfaction, you must tick all the boxes. A strong welcome bonus might attract attention, but long-term retention depends on trust-building factors and consistency. Fast withdrawals, professional support, and fair bonus terms give players confidence. If a player feels they have been misled or ignored, they will not return, no matter how big the bonus is.
What role do trust and transparency play in converting casual players into loyal users?
Players remember who was honest with them and whom they can rely on. Trust turns casual players into loyal ones who recommend the site to others. As an operator, it is crucial to be transparent about verification, bonus terms, licensing, ownership, and to address player issues quickly. Affiliates like Casino-Groups provide honest reviews that focus on hard facts instead of sugar-coating casinos.
Are gamification features (such as missions, achievements, or loyalty programs) effective in driving engagement and repeat visits?
Yes, they can have a huge impact on creating loyalty. Gamification creates a sense of progression and reward beyond winning. Features like missions, achievements, and tiered loyalty programs add depth to the user experience. However, they must be transparent, meaningful, and add real value to the player. Players who are not entertained will quickly become bored and move on to another casino.
How can casinos balance profitability with meaningful loyalty initiatives that actually resonate with players?
Smart loyalty programs reward responsible play and encourage regular engagement. It is about creating value through experience, not just giveaways. Casinos that listen to feedback and evolve their offers build loyalty that delivers long-term results. Loyalty initiatives that truly resonate with players increase lifetime value and positively impact profitability.
Are there any standout operators you’ve seen that have successfully built strong, loyal communities? What did they do right?
Yes, operators that stand out are those with a strong product, effective CRM, and a well-established brand. They invest in localised support, reward long-term play, offer a diverse game selection, and run fair, transparent promotions. Some even involve the community in game launches or feedback sessions, which helps build loyalty through engagement and inclusion.
How do player expectations differ by region when it comes to loyalty, for example, in Europe vs. LatAm or North America?
In Europe, loyalty often hinges on licensing, withdrawal speed and localised support. In LatAm, players respond well to influencers and community engagement. In North America, player support and bonuses play a bigger role. Understanding regional differences is essential for developing effective loyalty strategies.
Looking ahead, what trends do you expect to define brand loyalty in online casinos over the next few years?
Loyalty will be defined by personalization, automated gratification, and unique products. AI-driven CRM, lightning-fast withdrawals, and strong responsible gambling tools will set the tone. Players will choose brands that make them feel safe, respected, and understood, those are the operators and affiliates that will lead.
