The global gambling industry is an incredibly saturated one. Hundreds of brands all over the world compete to attract punters and entice them using generous bonuses and niche betting markets.
However, not all of these brands are entirely independent. In fact, multi-brand ownership structures are very common among casinos and sportsbooks. Casino holdings try to tap into different locations and punters interested in different markets to boost their bottom line.
Naturally, many punters are cautious when it comes to choosing a new casino, as brands under the same corporate umbrella often share internal databases and client lists.
To find out if the casino of your choice is part of such a structure, you can visit some sister sites deirectory and search by name.
What Are Sister Sites?
The idea behind sister sites is pretty simple. In online betting, sister sites are different sportsbooks or casinos that operate under the same corporate umbrella. For example, a major iGaming holding may own several casinos with different themes, available games, locations, and target audiences.
Sister sites exist to diversify revenue streams and tap into different markets. While an attractive proposition, building a casino brand from the ground up can be incredibly challenging.
Therefore, major casino holdings typically rely on their brand name to drive the new casino forward through endorsements, clever marketing campaigns, and an existing loyal customer base.
Why Do Sister Sites Matter?
The concept of sister sites has been around since the first online casinos came into existence. As such, major established casino holdings have robust structures that allow them to manage client relationships across multiple brands, without devaluing the parent casino’s image.
Customer Support and Reputation
Having a shared customer support team across multiple brands greatly streamlines the experience for casinos. Customer support reps simply manage different dashboards for each brand under the corporate umbrella and address client inquiries accordingly.
Casinos want to build a solid reputation with different types of punters, and having several brands under their belt allows for more client behavior data and the opportunity to adapt and improve based on client demographics and needs.
Using data analytics also makes it easier for casinos to comply with responsible gambling regulations and ensure a smooth relationship with regulators.
Shared Bonuses and Promotions
Casino sister sites often operate on the same bonus and promotion structure. For example, the welcome bonus may be the same across multiple casinos, or the VIP program may have the same structure.
In some cases, the similarities are so obvious that players can tell which casino the sister site belongs to. Sometimes, similarities are more subtle, such as a shared typeface or logo design principles.
Faster Verification
When multiple casinos are operating under the same holding, they typically handle verification and KYC procedures much faster than independent brands.
As we have mentioned above, sister sites often have the same customer support teams, which explains the frictionless verification process between them.
Dispute Resolution
If a dispute arises between the client and the casino, for example, for a delayed withdrawal, sister sites can be very useful. If the client already has an established relationship with the parent casino, they can escalate the dispute to top management, which increases the chances of resolution.
This is especially true for VIP clients who have a history of frequently using the casino and possibly have a dedicated relationship manager as well.
How to Spot Sister Sites?
If you are dissatisfied with the services of a particular casino, you may be looking for an entirely different brand that has np affiliation to your previous platform. To make sure you are dealing with an independent casino, make sure to consider these common features of sister sites and try to avoid them:
- Similar branding – Sister sites often have similar branding, such as a typeface, logo, colors, etc. If you see many glaring similarities, chances are that they are under the same parent company
- License information – You can find the licenses the casino holds, which will include the address of incorporation as well. If the addresses between two casinos are a perfect match, they are likely sister sites
- Terms and conditions – The biggest giveaway between sister sites is that their terms and conditions are virtually identical. Therefore, it is advisable to at least skim through the T&C document to spot obvious similarities
Astute punters can easily spot the similarities that indicate that two casinos have the same owner and operate based on shared principles and managerial practices.
