Types of New Online Casino
It is important to highlight what qualifies as a new online casino as it is not quite as comprehensive as it sounds. At ThePOGG the term new online casino may be applied in three different instances: a brand-new, stand-alone casino; a new sister property opened by a long-established brand; a casino that has been operating for a period of time but has only just been reviewed by our team.
This grouping is the one that we would consider to be of the highest risk to players. Brand new casinos have no history by which we can measure them. There is no record of player complaints against them and how they dealt with them, no discussion of how they treat players on the playing community’s forums. The only measure of their potential comes from our review process which is very strict and thorough but cannot factor in future behaviour. To alleviate the risks of playing with brand new casinos we take into account their lack of a proven track record when assigning a Trustworthiness score in that section of our review. No casino in this category will make it to our Best Online Casinos list until after a year of good behaviour. A Trustworthiness score of 6 is assigned to all brand-new casinos – to make it to the Best Online Casinos list a casino must have a Trustworthiness score of 8. In order to afford some degree of protection for players we will increase the Trustworthiness score of a brand-new casino by 1 point with every 6 months of exemplary behaviour that pass, in this way it will take a year for a brand-new casino to make it to our Best Online Casinos list. This does not mean that players will be unable to play with these casinos through our site should they wish to do so, but it means that we can guide players to make the choices that we believe to be the lowest risk for them. The only exception to this is if a brand-new casino has officially engaged our Alternative Dispute Resolution (ADR) service which gives our service a legally enforcable position in the mediation of complaints.
An ADR is a non-partial outside party engaged to act on a player’s behalf if their original complaint to an online casino is not resolved to their satisfaction. ADRs are appointed by different jurisdictions to pronounce legally binding judgements in relation to the complaints brought to them by players. ThePOGG functions as an ADR for the Malta Gaming Authority license so any licensees of the MGA that enter into a contract with ThePOGG to engage their ADR services are subject to legally binging rulings made by us. This means that if players have been treated unfairly, we can address this and remedy it, this gives players a level of comfort that we feel allows us to fast-track any MGA licensed properties using our ADR services to our recommended list inside the year-long pending period that we ordinarily institute.
Sister Casinos of Established Brands
Many online casino groups own more than a single property and it is quite common for new properties to be added to a portfolio with relative frequency. Many of the largest and most reputable casino groups periodically open sister properties to those already operating successfully in the market. If a new casino opens under these circumstances, then we take into account the operating history of the older associated properties before assigning a Trustworthiness score. In many instances where a casino falls into the sister casino group of new online casinos, we have several years – often more - of experience of working with their established sister properties, and as such we have no qualms about promoting their safety and security to players. A proven record of integrity is the very best recommendation. Of course, we always carry out our usual gold-standard reviewing process just in case there are any Terms and Conditions that we feel players need be aware of. If anything concerning is raised during the review procedure, then rest assured that the casino in question will not make it to our Best Online Casinos list in the interests of player protection.
Casinos that are New to ThePOGG but Already Established in the Market
In some instances, for a variety of reasons, some casinos take longer to make it on to the radar of our review team. We are very busy, we review hundreds of casinos each year – sometimes we are contacted by operators asking for reviews of new sister casinos that they are opening - sometimes we select the casinos for review because we have a complaint logged against them and they are not yet in our review section so in order to deal with the complaint a review must be carried out post haste. This means that there can be some slippage in terms of how quickly we can review new casinos and at times an online casino may have been in operation for over a year before we get a chance to look closely at the service it offers. We will not compromise on the quality of our reviews – we put player safety first - if this means it takes longer to get to some high-quality casinos on to our site, then so be it. So, if you spot a brand that you played at a year ago appearing on our Best New Online Casinos list, then know that it may not be brand-new to the market, but it is new to our website and it has gone through the stringent procedures necessary to be eligible for recommendation. The good thing about casinos falling into this category is that there is more information out there about them than the brand-new casinos that have to pend for a year before making it to recommended status. Any issues that players have experienced in the intervening months will already have come to the fore and this can be factored into the review process.
New Online Casinos Compared to Well-established Online Casinos
||New Online Casinos
||Well-established Online Casinos
||Tend to be at the forefront of visual design, reflecting the latest trends and industry innovations. Look slick and attain high levels of customer engagement.
||Often relatively unchanged since the company’s inception – minimal updates are made to allow smooth customer experience, but sites can look dated in some areas.
||Many new operators prioritise mobile user experience because they understand how large this market is. The UKGC reported in 2018 that in the 4 weeks preceding their survey, 44% of online gamblers accessed gambling via their mobile phone, almost twice the reported number in 2015 which was 23%.
||The longer a casino has been in operation, the less likely it is that they will have prioritised mobile compatibility when they started out. Most well-established operators are now mobile ready but often adaptations have been made to existing designs.
||New online casinos often offer larger bonus packages to begin with in an attempt to attract new customers in an attempt to build a customer base.
||Well-established casinos often offer more conservative bonuses since they want to conserve their profit margins.
||New online casinos are keen to make a good impression and so are at the forefront of delivering high level customer service. They are more likely to offer customers communication channels on all the large social networking sites.
||Well-established casinos have adapted somewhat to the communication demands of the current era, but often fewer channels are open to customers wishing to engage help.
||Often new online casinos offer fewer games when they first start out. This is not necessarily a bad thing – many will work with new up and coming software developers that offer exciting and innovative game formats.
||Well-established operators tend to offer huge numbers of games across all categories. It is a bonus to have so much choice but often all of the same reputed software providers appear at all the large well-known brands meaning the casinos become identikits of each other.
||New online casinos tend to offer more current payment methods including crypto currencies.
||Well-established casinos tend to offer a huge range of payment methods but some are still not crypto currency ready.
||New online casinos are keen to develop their reputations as quickly as possible and the best will seek out the most highly regarded licenses in order to do so.
||Well-established operators have much to lose if their reputation is tarnished and so players are generally in safe hands when playing with them.
How we Evaluate the Safety and Trustworthiness of New Online Casinos
Though new online casinos may have no back story, no complaints history and no real mention on any of the big player led forums, this does not mean that there are not measures players can take to ensure that they are part of group that is honest enough to sign up at. We understand that players like variety and novelty and for this reason we are constantly adding to our Best New Online Casinos list. You will find highly regulated and trustworthy new online casinos on this list – groups committed to providing an honest and reliable service to players. Should you go against our advice and look to play with a completely brand-new casino that does not appear on our list then there are some areas that you can explore yourself to decide whether the risk is worth it – we would rarely think this is a good option for players!
Regulation and Ownership
The very first thing we would advise players to do before signing up at a brand-new casino without any real operating history is to check their regulatory status and ownership details. The best new online casinos will be licensed by the highest quality licensors such as the United Kingdom Gambling Commission (UKGC) or Malta Gaming Authority (MGA). They will display hyperlinks to their respective license pages either in the form of a seal in their footer, or a link from their Terms and Conditions document – preferably both. Always click on these seals and check that you land in the right place. If the links do not work, we would recommend that you reconsider signing up until such times as these hyperlinks function as they should. All licenses are not equal – having a license in some jurisdictions is not worth much as there is little in the way of rules handed out by the regulator. Many regulators are reluctant to involve themselves in player complaint issues – this inequality is factored into the scores we assign for the Licensing category of our reviews. For more information on how we value each license you can check out our Regulator page.
Provision of ownership details can be an indicator of trustworthiness – it is certainly a good sign - but it should never be used as the single defining feature that causes a player to play with a certain casino. Listing ownership details along with contact details alone does not guarantee that an operator is honest – if these details are absent, we would certainly recommend avoiding signing up at the online casino you are exploring. If ownership and contact details are easily found, then this should be a positive step that leads you to the next check point.
The best new online casinos will display a strong commitment to responsible gaming straight out of the gates. They will prioritise the needs and vulnerabilities associated with those players likely to fall into the highest risk group of gamblers and have systems in place to protect them. They will provide functioning links to groups supporting problem gamblers (such as Gamblers Anonymous, GambleAware, Gambling Therapy, Gordon Moody Association and GamCare). These organisations provide meeting (in person or online) facilities that allow players to access support from others in the same positions as themselves, alongside accessing additional professional counselling services. The best new online casinos will also direct vulnerable players to blocking software enabling them to cut off access to gambling services altogether. Expect to find links to BetBlocker – the only free to use blocking software available to all players regardless of the number of devices requiring its implementation; NetNanny (not gambling specific – more of a parental control device allowing adults to stop children accessing content not suitable for them) a fee to pay service; GamBlock and GamBan – paid for controls allowing players to prevent themselves from accessing gambling sites – they offer different packages according to player need and the price for use varies accordingly.
The best new online casinos will have limiting tools built into their website design so that all players have access to them at any time. Best practice dictates that players should be able to set limits on their account themselves and not have to go through customer support staff to do this. Players should be able to set deposit and loss limits on their accounts so that they spend only what they are comfortable losing, alongside session time limits preventing them from playing longer than they know is safe. There should be an option to set reality checks so that periodically players are reminded of how long their current playing session has lasted. Most importantly of all, players should be able to take a time-out (a short break from between 24 hours and 6 weeks that cannot be revoked during the period selected, with the player account reopening automatically after the set period is complete), or set a self-exclusion period to remove themselves from the gambling world entirely for a defined period of time (a player will have to request the re-opening of their account once the set period has lapsed and they will then have a 24 hour cooling-off period before their account is reopened, in case they change their mind). More information on these options as applicable to UK players can be found on the UKGC website. For operators licensed under the Malta Gaming Authority the Player Protection Directive contains the information you may require relating to these limiting measures.
We have very considerable experience of judging which new online casinos offer the very best and most ethical service to customers. Players can access our Casino Reviews, and most importantly the Trustworthiness section of these reviews, to locate information on areas of concern that we may have with respect to a new online casino. Here you will find any Terms and Conditions that we feel players must be aware of before they sign up and play. Often players do not want limits applied to the amount that they can win when playing and if there is a limit being applied by an operator, then you will find this in the Trustworthiness section of our review. If a casino charges a dormancy fee, or indeed if it seizes positive balances after a set period of inactivity, then you will find this information in this section of our review. If a new online casino has engaged our ADR service then this is a very big positive sign that they are committed to providing high level customer protection and satisfaction and this too will be reflected in the score they receive for this section. Where an operator has engaged our ADR service, we are in a position to give legally binding rulings on complaints that arise. You can see the complaints we manage here. We put a lot of work into rooting through and categorising the never-ending list of new operators on the market so that you can be assured of their fair treatment of players. If an operator is not open to entering into fair and transparent dialogue with us over player complaints, meaning that we will be unable to intervene to help players that feel they have been mistreated, then this will be reflected in the Trustworthiness section of our review.
When it comes to customer support, players are looking for a genuine and sincere service that answers their enquiries promptly and truthfully. We look for the same things. The Customer Support section of our Casino Reviews takes into account how long a new online casino’s support team takes to respond to email enquiries made by customers. We recognize the importance of prompt support services. Players will find contact details for support in all of our casino reviews if the casino provides this on their site. If a player has issues when playing at an established casino, or a new online casino, they can make use of our complaints service to help them get satisfaction. Information and guidance on how to submit a complaint to us, either as part of our ADR remit, or informally in our capacity as a complaint resolution service here.
The best new online casinos will offer a Live Chat Support service so that customers can seek instant help, preventing the frustration that can often lead to incurring greater losses. Be aware that Live Chat is expensive to provide and for a new operator starting out it may not be available 24/7 in an attempt to maintain manageable operating costs until such times as the brand has grown. Please do not be tempted to gamble when you are frustrated or angry because support staff have been tardy in responding to a query or issue that you have raised. Gambling in such emotional states is what leads players to lose more than they can afford and many complaints that we manage arise from such situations. We are unlikely to be able to help you recover your funds in such an instance – you are making the choice to continue playing – the casino in question cannot force you to do so against your will. Walk away – take time to calm down whilst you await a response and then act when you feel able to make an informed decision and controlled choice.
Why are Players Constantly Searching for the Best New Online Casinos?
Despite the fact that well-established casinos with excellent reputations for being for safe and secure abound, some players just cannot ignore the pull of novelty and that is why they end up searching for help to find the best new online casinos on the market. So, what makes new operators so appealing to players?
Quite often the oldest online casinos have done little to update their original site design and some of them can appear a little dated and mundane. This lack of sparkle can drive players to seek out new online casinos that can offer them something different and novel. Now more than ever online casino operators are trying to deliver a completely immersive experience to attract new customers. One way of capturing and keeping customers is through gamification. Marketers have been well aware of the power of gamification before the concept even had a defined name. Gamification rewards participants for their engagement and continued participation in a world created for them. Many sources cite the Scouts group as one of the original users of gamification: children undertaking educational tasks that they are rewarded for completing by the awarding of a badge that they can proudly display. The pride they get in displaying an increasing number of badges is their reward for engaging with a process that aids their development, but they may not have otherwise wanted to take part in.
The same principle is instituted by new online casinos to get players playing, and keep them playing. What players are sometimes unaware of, is the fact that it costs new online casinos to obtain their custom in the first place. Welcome Bonus offers have to be funded somehow and the casino bears the brunt of these initial costs. It is vital then that they have methods in place to retain these customers once they have signed up. Research carried out but Harvard Business School highlights that:
Companies can boost profits by almost 100% by retaining just 5% more of their customers.
How they do this is the clever part. They transform the entire player experience at their property into a virtual adventure. Players undertake exciting missions with goals to accomplish driving them to keep playing when they may ordinarily have ceased. They accrue points and rewards and find themselves attaining positions on leader boards if they do well enough – this is most appealing - to maintain a leader board position players must return to see if their accolade is under threat – they do not want to lose it and so they play on. Often the whole experience is based around a single theme – perhaps a battle of some sort - or a mission carried out by an avatar of the player’s choosing who undertakes the challenges set on their behalf. There are now entire casinos built around this format where a community has been formed making players feel like they are part of something larger – humans like to interact so facilitating such contact makes the whole process seem even more worthwhile. Gamification sates the needs of players and casinos alike. Players have a far more enjoyable experience whilst playing games; casinos maximise their profit margins whilst retaining their customer base.
Players love bonuses – that is no secret - and new online casinos are often willing to offer bonuses that are more tempting to players to induce them to play at their site over one of the tried and tested favourites. Often players will find that new online casinos are willing to offer larger cash match bonuses, significantly lower wagering requirements, or sometimes even no deposit bonuses are offered. If you are keen to know how much a bonus offers compared to others you have seen, then be sure to use our Bonus Reports to check how much it is worth to the player, and to have any quirky or unusual bonus terms pointed out to you.
Whilst the best new online casinos may not have the largest game selection, they often have more unusual and novel games from new up and coming providers looking to make a quick impact in a competitive market. Players that enjoy a bit more variety and want to look beyond popular providers such as Microgaming and NetEnt may well find that new online casinos can fulfill their needs. Of course, more and more now, the well-established software providers know that players like innovation and so they are keen to work with the new brands, building their products into their own distribution networks.
Playing with cryptocurrenices (currency that does not exist in a physical sense but inhabits a virtual vault of sorts) has become more popular in the last couple of years and a large number of new online casinos accept this method of depositing – in fact some are keen to accept deposits only in cryptocurrency. More information on cryptocurrency can be found here.
There has been a surge in operators who are now able to accept deposits via PayPal and Paysafecard, alongside Trustly. Since credit card deposits are no longer permissible for UKGC licensed properties, as of April 2020, this allows a diverse range of options for players looking to get their play underway at new online casinos.
New Online Casinos: F.A.Qs
♠ Are there benefits from playing at new online casinos?
In the most recent set of gambling statistics published by the Gambling Commission in November 2020, it is stated that 5.7 billion pounds is the gross gambling yield for the Remote Bingo, Betting and Casino sector in the period from April 2019 to March 2020. New online casinos recognise the large amount of potential there is for them to benefit from that huge sum and as such it is in their best interests to provide players with the best possible playing experience so that player retention figures are optimal. If all of the safety checks we advise have been undertaken and the new online casino passes them all with flying colours then there may well be benefits to you if you sign up and play there.
♥ Are there any reasons not to play with new online casinos?
If you have carried out the checks that we recommend in the above article, including ensuring that a new online casino is licensed by a reputable licensor, provides ownership details and a postal address, if it has a favourable review at ThePOGG and shows a clear commitment to responsible gaming, then the signs of it being a safe and secure venue for play are good. If the operator has engaged ThePOGG’s ADR service, then this is an excellent indicator that it is a high-quality operation and there is the security blanket of us being able to intervene on your behalf to help resolve any issues that may have arisen from your play.
DO NOT ever play at a new online casino that does not provide functioning links to a recognized and high-quality licensor’s page – look for casinos operating on highly valued licenses such as those issued by the UKGC or the MGA.
DO NOT ever play at a new online casino that has Blacklisted or Not Recommended status at ThePOGG – there is likely to be little or nothing we can do to help you recover lost funds if you go against this advice.
DO NOT ever play with a new online casino that is a sister property to one that has a negative listing status at ThePOGG – they are unlikely to discuss complaints with us and as such we will not be able to help you get back money that you have lost because of rogue actions.
♣ Am I likely to receive a better bonus from a new online casino?
New online casinos have a lot to prove and not much of a secure customer base to rely on so yes, often they do offer attractive bonuses to new players in an attempt to add active customers to their database. You may find that they are willing to offer higher percentage matches to new customers, they may offer larger numbers of free spins/complimentary spins/bonus spins and they may be keen to allow players to accept a bonus without the need to deposit at all – in short - a no deposit bonus. Be sure to read all of the associated Bonus Terms and Conditions documents before you decide that a bonus is too good to turn down. At times a higher percentage match may mean that to safeguard themselves, a new online casino sets a maximum withdrawal limit that you may perceive as rather low. Overall, the bonus may not be worth as much as you think. Always take the time to check the corresponding Welcome Bonus Report at ThePOGG for a true picture of what the bonus is worth to players, before you make any final decisions about playing. The same is true of free spins offers – often a high number of free spins sounds very tempting, but in reality, any wins that come about as a result of using them have high wagering requirements attached to them – suddenly they are worth less to a player than they initially believed – again reading our Welcome Bonus Report will help you understand what such an offer is really worth to you according to your favoured deposit amount and bet size.
♦ What website would you recommend for finding the best new online casinos?
At ThePOGG we work hard to keep players up to date with best new online casinos and we are continually evaluating and reviewing the newest venues on the market. You are unlikely to find a more thorough reviewing process than the one we engage for every new operator, and the fact that we use a pending period of a year for new operators before they make it to Recommended status with us means that you can be sure that a new online casino is trustworthy and dependable. We have lots of experience of seeing through the facades new online casinos are good at constructing to the truth of the quality of the product being offered beneath. If a casino makes it to our Best Online Casinos list then it has been rigorously vetted and aced the process.
♠ Are all new online casinos licensed and regulated?
No! Absolutely not. Never assume that a new online casino is licensed and regulated simply because it has an attractive website design and a tempting Welcome Bonus offer. Just because a casino claims to have a license does not mean that this is true. The best new online casinos will be licensed by a regulator that takes player treatment seriously and one that prioritises player safety above everything else. Some regulators do not take much of an interest in player safety – paying a license fee is enough to secure their seal. More reputable regulators like the UKGC and the MGA take their responsibilities to players seriously and they set out strict rules and regulations that their licensors must adhere to. If you can find a link to a licensor page that works and it is one of the top tier regulators listed on our site, then you can be reassured that the new online casino you are exploring is licensed. You can find this information here on our Regulators page.
♥ Is it safe to play with a new online casino?
We always recommend playing with an established operator with a track history of delivering safe and secure playing experiences for their players. We do understand that players are keen to experience the latest trends in the online gaming market and so they often seek out brand new online operators to satisfy this thirst for novelty. That being the case, we urge players to be extremely cautious before signing up with any new online casino. Use this guide to help you narrow down the checks that need to be implemented before you can safely say that you are willing to deposit your hard-earned cash. If you do run into issues then you can access help here.
♣ Will a new online casino offer fewer games?
Often when a new online casino first appears on the market, it might offer fewer games than the massive games libraries offered by the long-established brands. This is not always a bad thing. Sometimes brand-new online casinos offer more unusual games by lesser-known software developers. Live games are very popular for 2021 and new online casinos are good at pinpointing trends so that they can capitalize on them. Most new online casinos try to offer live games in all categories to capture new custom – be aware though – often live games cannot be played whilst there is a Welcome Bonus active on your account. Wagering requirements for Welcome Bonuses that do allow Live Game play tend to be considerably higher so always check how much the game you intend to play your bonus with contributes to the wagering requirements before proceeding.
♦ Will a new online casino be fully mobile-compatible?
Probably the best thing about new online casinos is the fact that their design has been optimized for the mobile market. The mobile market is a lucrative one, the UKGC had this to say about the growth of this sector of the gambling industry:
Our most recent annual participation statistics show that 44% of online gamblers had reported gambling on mobile in the past four weeks, almost double the rate recorded when we began tracking this data in 2015 (23%).
We are confident that the best new online casinos will not disappoint when it comes to being mobile-compatible.
♠ How are new online casinos reviewed and rated at ThePOGG?
New online casinos are scrutinized during the review process at ThePOGG. There is nowhere to hide – we go through the Terms and Conditions documents, Bonus Terms and Conditions and all other sections of the operator’s website so that we can be sure there are no nasty surprises for potential users of their service. New online casinos are rated and scored across several important categories: Trustworthiness, Licensing, Software Provision and Customer Support and all information uncovered by our reviewers will be contained in the correspondingly named section of the relevant casino review. If we have concerns or if we uncover extremely worrying information, then we will not recommend the operator at all.
♥ I have had a problem with a new online casino – how can I get help?
You can get help right here! ThePOGG offers a complaints management service that is entirely free for players and operators alike. We have open lines of communication with many brands on the market and our Complaints Manager holds qualifications with the Chartered Institute of Arbitrators, having completed a qualification under the tutelage of the organisation. Often new online casinos are keen to engage with discussions about complaints because they recognize that having a good reputation when it comes to customer service is key to success. If the casino in question is licensed by the MGA and has chosen to engage with our ADR services, then even better. An ADR is an impartial 3rd party that can provide dispute resolution services to dissatisfied customers – our service is entirely free. We are able to pronounce legally binding rulings regarding a casino’s actions and can communicate on a player’s behalf when other avenues of communication have not resulted in a satisfactory dialogue.
♣ A new online casino I’d like to play at is offering quite low withdrawal limits – why - and should this stop me from signing up?
Not necessarily. Often new online casinos are not as financially solvent as more established operators are because they are starting from virtually nothing. They depend on recruiting new players and retaining them beyond their first visit so that they can build up the bank of money they have to pay out withdrawals. To allow themselves a comfort zone, new online casinos may limit the amount a customer can withdraw so that there are no false expectations, and customers are not disappointed. All new businesses run on tight margins – this does not mean that they are not genuine or safe – just that they are being cautious. It is for you to decide if a certain withdrawal limit is acceptable to you.