Why do online casinos hate blackjack players?

Friday 05 March 2010: 16:00 GMT

Every few months I sign up at a new casino. Usually it’s based on personal recommendations, or part of our research for learnblackjackstrategy.com. As a blackjack fan, more often than not I end up feeling let down by my experience. It feels like us blackjack players are unloved, or even unwanted. There isn’t a problem with the flashy web 2.0 website, nor the installation and account registration process. The selection of games is usually more than adequate, and they play pretty well too. The graphics don’t make my computer stutter, and support is timely and courteous. So what’s the problem I hear you ask? Well, if you’ve been playing blackjack online, you’ll already know.

Bonuses. One word, yet it says it all. I usually don’t claim it, or worse, I have to email them to get it removed from my account. Bonuses are meant to be an enticement, a method of drawing players in, and keeping them playing. More often than not they are a hindrance to we blackjack players, a guaranteed way to make us look elsewhere, or to go without. Just look at some of the offerings out there; sticky bonuses with wagering requirements of 50 x (deposit + bonus), cashable bonuses with 20 x (deposit and bonus) – but blackjack only counts 10%, and only 50% of wagering can be completed playing blackjack. I’m sure you get the point. So why would I want to ‘take advantage’ of these deals, and if I don’t want to then surely that diminishes the likelihood of me signing up?

But to me, it’s a bit like marketing alcopops to whisky drinkers

Of course, it wasn’t always like this. Casinos used to offer everyone bonuses. Some with barely any wagering requirements at all. I remember 888.com and their $200 sign up with 1 x wager (bonus only, blackjack allowed). But then, look at what happened. Hordes of players abused promotions at every casino by playing blackjack for a quick profit. Entire populations of countries were banned from receiving bonuses, and entire markets of the gambling population were stigmatised. Roulette was first to go, and blackjack soon followed. Wagering requirements rocketed, and then we were left with a situation where the casinos only allowed slots wagering for bonus purposes. The casinos see this as an adequate way to draw in gamblers. But to me, it’s a bit like marketing alcopops to whisky drinkers. Gamblers are not some generic group that will necessarily happily play any game (although a minority will). Most have particular focuses, be it poker, blackjack, slots, bingo or sports wagering. By offering everyone ‘slots only’ bonuses, the casinos have failed to target the different player types; and that means me – a blackjack player.

I completely accept the need to tackle bonus abuse, and to attract good quality players. As a gambling webmaster, my earnings are completely dependent on ‘real’ gamblers, not those who chase bonuses as an income. Bonuses should be a supplement, an attraction to play. Most blackjack players will play without them, as they’ve learnt that they are a nuisance in their present form. Of course, existing player bonuses are much better than sign up bonuses for blackjack players in many situations. But the fact remains, blackjack players looking for new casinos often face hurdles. A new experience that results in a blackjack player throwing money away on slots is unlikely to tempt them back, and nor is the frustration of feeling hated by the casino.

So casinos, you don’t need to focus on huge sign up bonuses all the time. I’d rather receive a $10 cashable bonus that I can play at the blackjack tables on a $100 deposit, than $200 that I don’t enjoy spending. Offer blackjack players different sign up options – tournaments, free competitions, nice quality merchandise. Any of these would be better than forcing those sickly alcopops down our throats.

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