In early Q2 2024, TESTA deployed its crowdsourced testers in Japan to evaluate the user experience of five popular offshore operators: Lucky Niki, Yuugado, Vera & John, Casitabi, and Stake. The purpose was to assess the onboarding process and gameplay experience for slots and live dealer games in Japan.
- Yuugado emerged as the leader in overall user experience and game load times.
- Vera & John performed well in the combined UX key processes testing, which included website load time, registration page load time, and deposit page load time.
- Stake, despite slower website load times, compensated with rapid registration and deposit processes.
Read on to learn more about how the platforms performed in real-world scenarios and what it takes to enter the Japanese iGaming market.
Summary
This crowdsourced testing in Japan measured how efficiently users can navigate key processes, enjoy game content, and experience the overall site performance. Each operator demonstrated unique strengths and areas for improvement for load times for the sites, registration pages and deposit pages; as well as game load times for both slots an live dealer.
- Yuugado: Outperformed the other sites in both overall UX times and game load times, indicating a superior user experience. However, it had the longest registration page load time among the operators.
- Vera & John: Performed well in the combined UX key processes testing, placing no lower than third in the timed rankings for each metric. It took the top spot for the combined customer journey key processes testing.
- Stake: Despite slower website load times, Stake compensated with rapid registration and deposit processes. It showed remarkable speed during the registration and deposit stages, highlighting the importance of optimizing later stages of the user journey.
- LuckyNiki: Exhibited the slowest performance across all categories but stood out with an exceptionally fast registration page load time, making it very attractive for new users.
- Casitabi: Received high ratings for overall user experience and intuitive site navigation, aligning well with Japanese cultural preferences in design.
These insights help identify areas for improvement and set benchmarks for enhancing user experience in Japan’s iGaming market.
UX key processes
This metric is the sum of the website load time, registration page load time, and deposit page load time (it excludes game download time). It evaluates the combined customer experience across key interaction points from first contact to ready-to-play.
Vera & John placed no lower than third in the timed rankings for each of the key process metrics, thus taking top spot for the combined customer journey key processes testing.
These times are crucial as they directly impact the initial user experience and their likelihood to continue using the platform.
Interestingly, Stake, ranked forth due to a slow start with website loading. However it showed remarkable speed during the registration and deposit processes (see the full data below in the results section).
Combined game load times
The combined game load times for slot games and live dealer games were evaluated separately (see results and analysis section below) but combined here to provide perspective on the overall online casino UX for the 5 operators.
Yuugado led in game load times, making it the most efficient site overall in terms of game responsiveness. Quick game load times are essential for maintaining user engagement and satisfaction, as long delays can lead to frustration and reduced usage.
Combined user experience times
The total UX times were calculated by summing the website load time, register page load time, deposit page load time, slot game load time, and live dealer game load time.
Yuugado demonstrated the fastest overall user experience time, whereas LuckyNiki showed the slowest.
This comprehensive measure is important as it reflects the complete user journey from entering the site to engaging with its core features. As a meta metric that combines three key interaction points, operators should look to lower this value as much as possible.
The focus should be on overall efficiency across all touchpoints of the customer journey, not just isolated aspects.
Results and analysis
TESTA’s crowdtesting provides real-world data, highlighting industry benchmarks from top operators, and common best practices for improving iGaming user experiences in Japan.
Website load time
This metric measures the time it takes for the operator’s homepage to fully load and become interactive. As the first stop of interaction for users, fast load time here establishes baseline customer expectations. Fast load times here can be crucial for retaining users, while slow load time can lead to high bounce rates.
Yuugado showed the best performance with the shortest website load time at 1.1 seconds, likely providing the most immediate access to its services.
Our review found that Stake’s website load time was a significant 7.05 seconds. This high figure, well above average load times, could negatively impact user engagement due to short attention spans and expectations for quick website loading. Extended load times can increase bounce rates, affecting user retention and overall site performance.
As the first stop of interaction for users, fast load time here establishes baseline customer expectations. Investing in robust server infrastructure and optimizing front-end assets can help reduce load times. Optimizing for a positive first impression can be particularly important in markets like Japan where user expectations are high.
Registration page load time
The speed of a registration or sign-up page can be a make or break metric for customer retention. A swift registration process is much more likely to convert visitors into active users. Delays here can frustrate potential users and deter them from completing the sign-up process.
Lucky Niki stands out with an exceptionally fast registration page load time of only 0.2 seconds, making it very attractive for new users who wish to quickly set up their accounts.
Overall UX winner, Yuugado, takes the longest of the 5 operators for the registration page to load, at 2.26 seconds. The relative parity of this metric shows the importance of it’s place in the customer journey and Yuugado’s last place ranking isn’t an outrageous time or an unacceptable user experience.
Lucky Niki’s exceptionally fast registration process sets a high standard for seamless user conversion. A swift registration process is vital for converting visitors into active users. To do it, the faster operators focus on streamlining registration processes by minimizing required fields and optimizing backend database calls to expedite user onboarding.
Deposit page load time
This important metric tracks the load time of the page where users add funds to their accounts. A fast-loading deposit page is essential for maintaining user trust and ensuring a smooth transaction process, encouraging users to fund their accounts and begin playing without unnecessary delays.
Stake excelled in this area with deposit times of just 0.9 seconds, facilitating a smoother transition from registration to gameplay.
In contrast, Lucky Niki showed a significantly longer load time. It required more than 7 seconds to complete the same tasks that other applications could finish in a shorter span. This considerable difference in load time suggests that there is ample room for optimization. By addressing this issue, the user experience can be substantially improved.
The time it takes for the deposit page to load is a crucial metric that needs to be closely monitored. This is because this specific interaction point is one that our paying customers will come into contact with on a repetitive basis. Every time a user makes a transaction, they will navigate through this page. Therefore, optimizing the load speed of the deposit page could significantly enhance the user experience, potentially resulting in higher customer satisfaction, increased usage, and ultimately, more revenue for the company.
Slots game load time
This measures the time it takes for slot games to load and become playable. Quick load times are crucial for player satisfaction, as delays can detract from the gaming experience and lead to decreased engagement and retention.
Yuugado led with the fastest slots game load time at 6.01 seconds, enhancing its appeal to slot game enthusiasts.
Lucky Niki, on the other hand, has the slowest slots game load time at 20.21 seconds, which could frustrate users eager to start playing immediately.
Yuugado’s fast access to slot games is crucial for maintaining player engagement immediately after login. Slots are increasingly enhanced with multimedia elements to draw players in, so load times can be slowed due to the large file size of the game assets.
Top operators optimize game data loading techniques and ensure ample server bandwidth for game loading for media-dependent content like slots.
Live dealer game load time
This tracks how long it takes for the live dealer stream to load and be ready for interaction. Since live dealer games appeal to users seeking an interactive and immersive gaming experience, quick access to these games is crucial for maintaining the engagement of users seeking real-time gaming. Being digitally barred at the door can be a highly frustrating experience.
Yuugado again shows excellent performance with the quickest live dealer game load time at 2.4 seconds, suggesting a strong infrastructure for live streaming.
Lucky Niki trails with a load time of 8.63 seconds, which might impact the real-time gaming experience for users.
The quick load times for live dealer games at Yuugado enhance the real-time gaming experience, a critical factor for games that depend on live interaction. Since live dealer games appeal to users seeking an interactive and immersive gaming experience, quick access is crucial for maintaining the engagement of users. In Japan, ensuring robust streaming capabilities and optimized live video feeds with reduced latency is vital for live dealer setups.
Insights
User experience is the comprehensive feeling created from individual touchpoints across a website. Each stage of the customer journey, from entering the website to participating in a game, needs to be optimized. This ensures users feel satisfied while using the platform. Providing a good experience in some areas but not others results in poor UX.
By leveraging crowdsourced testing, TESTA offers unique product feedback and market insights, giving operators just what they need to improve UX. The key is to balance speed with service quality across all user interactions.
- For this round of tests, Yuugado emerged as a strong leader in providing a seamless user experience across most metrics, suggesting a well-rounded approach that optimizes every aspect UX. Definitely a benchmark for other operators.
- Our notable mention goes to Stake, which despite having a slower website load time and combined customer journey metrics, managed to compensate for initial delays through optimizations made to later stages of their user journey.
TESTA hopes that these insights and recommendations can help offshore operators in Japan to strategically improve their platforms, enhancing both user satisfaction and operational effectiveness. TESTA has also published a benchmark report into Japan’s top live dealer streams in Q1 2024.
The Japanese iGaming market
Japan’s online gambling market operates in a legal grey area. While there are no laws prohibiting individuals from accessing online casinos or sports betting websites, Japanese companies are not allowed to run these operations domestically. This has led many Japanese players to use offshore platforms, which readily accept them.
The industry remains lucrative but challenging for these offshore operators. The Integrated Resorts (IR) Implementation Act, coming into effect in July 2024, will regulate physical casino resorts, but online gambling continues without clear regulation. This grey market status has not deterred operators from targeting Japanese players with attractive bonuses, drawing millions to their sites.
Local iGaming promotion efforts have also increased, though not without legal risks. For instance, a Japanese YouTuber received a suspended sentence for habitual gambling and promoting casino sites, with operators paying him a portion of the bets made through his videos.
Despite such challenges, the Japanese iGaming market is projected to grow rapidly in the coming years. Japan is a technologically advanced nation with an established middle class. Also, Japan has a large market for gacha games, indicating a strong demand for varied iGaming experiences. High-speed internet and user familiarity with in-app purchases and chance-based game mechanics make it a key iGaming demographic.
- Market Size: By 2024, revenue in Japan’s online gambling market is projected to hit US$6.19 billion.
- Growth Potential: With a CAGR of 4.92% between 2024 and 2028, the market volume could reach US$7.50 billion by 2028.
- Focus on Sports Betting: It’s expected to be a growth driver, with a projected market volume of US$4.08 billion in 2024.
- User Engagement: The average revenue per user (ARPU) is estimated to be US$630.90 in 2024. With a projected user base of 11.3 million by 2028 and a 2024 user penetration rate of 7.9%, there’s room for expansion as regulations evolve.
(Source: Statista, Market Insights, Online Gambling – Japan)
Test method
In Japan, TESTA Qrowd was employed to measure user experience in terms of the combined customer journey including website load time, registration page load time, deposit page load time, slots game load time, and live dealer game load time.
- Environment setup
- Testers prepare their browser or operating environment, clearing cache data for test consistency.
- They collect diagnostic information like internet speed, IP location, and viewport resolution.
- Test recording
- Testers record their screens to document their steps.
- They play through assigned games on operator platforms, depositing bet credit if necessary.
- Post-test review
- Testers review their footage to ensure all tests are complete.
- TESTA’s in-house team then reviews and compiles the collected data.
TESTA Qrowd is a worldwide community of QA and testing freelancers that specialize in providing in-market data and insights for the iGaming industry.
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About the author
Ian McKinnon
TESTA Head of Marketing