Online Casino site comparison engine hits milestone

The Casino Comparer.com website has reached its first significant target, adding the details of the 300th online casino to its database this week.

The site is aiming ultimately to catalogue every casino available on the Web and provide prospective players with details of ownership, licensing and game software lists.

The database is the brainchild of Neil Walker, an I.T. entrepreneur who recently identified a gap in the market to provide a true comparison engine akin to those found in retail markets.

“It struck me that while there are lots of sites providing reviews of casinos, there are very few that provide background information to a detailed degree and even fewer that present a comprehensive list of options,” said Walker.

“The vast majority of sites tend to be selective in who they present and lack the ability to tailor searches based on an individual’s prime selection criteria”.

The Casino Comparer site also integrates information from players where available to provide approximate indicators of back-office service levels including withdrawal times and banking options accepted for both deposits and withdrawals.

The latest development on the website is to provide webmaster information on marketing programs linked to each casino in the database so that affiliates and webmasters can get a better feel for the options available.

“Typically, the webmaster data includes things like brands represented, quota requirements, minimum pay-out thresholds, cookie types and whether brands are bundled in payment calculations,” Walker explains.

In order to compare online casinos efficiently, the site has also implemented a “simple search” mechanism which puts emphasis on an individual’s mind-set rather than simply relying on factual range selections, a concept that Walker admits is experimental.

“I wanted Casino Comparer to cater for both experienced and inexperienced players alike and that of course raises terminology issues, so I decided the best approach was to keep the search form simple and base it on the mind-set of a consumer rather than overcomplicate it with sets of data and jargon. You can still drill down to that level but on the surface it appears more simplistic”.

The site uses geo-targeting to try to ensure that prospective players in any given country see a prioritised list of available options, although by design, this is limited to player data and not webmaster data. The site is currently working towards its next milestone of 500 casinos which Walker plans to reach early in 2014.

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