Daniel Dolejsi: "In Casino Guru, player with a higher rank has more influence on final user rating"

Daniel Dolejsi, Social Media and Community Lead for Casino Guru, needs no introduction. He is responsible for the development of a multilingual gambling community and all its components, which we discuss in detail in today's interview.

We follow up on the interesting information that Daniel shared with us in the previous Insiders interview. This time, we focus specifically on the user reviews, their functionality, and their efficiency, as well as the value they bring to the Casino Guru website.

How do user reviews fit into the Community that Daniel leads? What do Casino Guru user reviews look like in numbers? And what is hidden behind the big adjustment that recently occurred in the user rating? Let's unveil some details!

Q: Daniel, let's recall once again what user reviews actually are, what they are for, and why Casino Guru started with them?

As part of our long-standing Community, which includes user reviews, a forum, social media, and newsletters, we aimed to go beyond forum posts and give players the chance to express their opinions about casinos. User reviews are a familiar concept found on many websites, including those in the gambling industry. The demand for such reviews was evident from the players themselves on the forum, where we often received posts that could be considered user reviews.

Recognizing this trend, we made the official decision to prepare and launch user reviews for players. These reviews, created directly by players with casino experience, serve as valuable feedback for the entire gambling industry. Also, fun fact – the first user review was submitted to Casino Guru on June 3, 2021, nearly two years ago from the time of this interview.

Q: Were the visions and goals that you had when starting the project fulfilled in those two years?

The results we have observed after two years, and even those achieved after one year, have exceeded all our expectations. Initially, we conducted research among competing sites to estimate the number of user reviews we should expect per month. We anticipated a lower count compared to the average, primarily because we couldn't compare ourselves to sites that had been hosting user reviews for a decade.

By the end of the first month, we had submitted around 100 reviews, while knowing that our competition had 250 or 300 new user reviews monthly. Over the course of the first year, we consistently added about 700 new user reviews each month. This not only allowed us to catch up to our competition but also surpass them in the number of submitted user reviews. Now, I confidently assert that we are the absolute leaders in our field.

The evidence lies in our continuous growth. Currently, we receive 1,400 user reviews every month, while our competitors' numbers remain relatively unchanged. Therefore, I firmly believe that our initial goals and visions have been exceeded significantly, and we continue working on improvements to foster further growth and development.

Q: How do user reviews fit into the Community?

In a relatively short period, our user reviews have evolved into a significant and integral part of the community we have established. We are fortunate to have a dedicated group of users who actively engage in various community activities, advance in our ranking system, and grasp the significance of their feedback for casinos, regardless of whether it is positive or negative.

Upon closer examination of the user reviews they contribute, we find them to be well-balanced, substantiated, and authentic. This brings me immense satisfaction and adds a sense of purpose and enjoyment to my work. Reviews from such users hold the utmost value in our Community.

Q: Who can write a user review?

Recently, we implemented an important change regarding user reviews for Casino Guru. Previously, anyone could write a review by providing their email address for verification. However, we have now restricted this option to registered users only. This means that users must create their own profile on Casino Guru to access the review feature.

Q: Why was this modification important and what is the function of profiles?

That would be because, within these profiles, each player is assigned a ranking. This ranking system is based on the points earned through various activities within our Community. Users receive points for actions such as creating posts, contributing to forum discussions, submitting complaints, and writing user reviews. As users actively engage in these activities, they accumulate points and progress to higher ranks in the ranking system. This ranking system is directly connected to the recent upgrade we made to the user reviews.

Q: Tell us more about this recent change.

Recently, we introduced a highly anticipated and meticulously crafted improvement to our user reviews, as discussed also in our previous interview. This upgrade stands as the most significant enhancement we have implemented within the realm of user reviews. What sets it apart is the direct influence of the mentioned ranks on the final user feedback.

By assigning ranks based on user activity, we can ensure that the higher the rank of a user, the more weight and credibility their reviews carry. This enhancement in the ranking system has a direct impact on the quality and reliability of the user reviews, making them more valuable for our platform and our Community as a whole.

Q: Can you give an example?

Imagine two registered players on Casino Guru who both write reviews for the same casino. Previously, we used a star rating system, but we have since removed it. Instead, our players now indicate whether their experience with the casino was very positive, positive, average, negative, or very negative. Let's say one player rates their experience as very positive (equivalent to 5 stars), while the other rates it as very negative (equivalent to 1 star).

In the past, the arithmetic mean of these ratings would have been 3 stars, resulting in an overall average rating for the casino. However, our current system operates differently. If a player is newly registered and hasn't been actively involved in our Community, their feedback will have less influence on the final user rating compared to a player with a higher rank in our ranking system. As a result of this specific case, the casino ratings would be inclined to reflect a more positive experience rather than an average one.

This is why our ranking system holds significant importance. We aim to motivate our registered players to actively participate and establish themselves within our Community. By doing so, their feedback can accurately represent their opinions and preferences, ensuring that user feedback aligns with their experiences. Through this approach, we strive to provide the most precise and reliable depiction of user sentiments and enhance the overall user experience on our platform.

Q: Do you publish all reviews that are submitted on Casino Guru?

Currently, if there are 1,400 reviews submitted, we will publish a little over 1,000 of them. If I had to quantify it, I would say that we reject roughly 20-30% of reviews.

Q: On what basis? Do you have any principles of polite behavior that, if not followed, will result in the rejection of the user review?

Since the initial launch of our platform, we have had specific rules and established know-how regarding the acceptance or rejection of reviews, which remain in effect to this day. There are clear criteria for rejection, such as reviews containing advertising, unwanted links, or links to external sites, as well as the use of abusive language. In such cases, we typically return the review to the player with an explanation for our decision not to publish it.

However, as our platform expanded, the issue of fake reviews has grown, prompting us to address the situation by reaching out to the players involved and expressing our concerns about the authenticity of their reviews.

When encountering suspected fake reviews, we proactively engage with the players, outlining our doubts and seeking clarification. By initiating these conversations, we aim to ensure that our review system maintains its integrity and accurately reflects the genuine experiences of our users.

Q: And why do you feel that some reviews are not genuine or are fake?

During our review process, we observed various elements and details that led us to identify certain patterns. It's important to note that when we publish a review, we consider the bigger picture rather than evaluating it in isolation. On a global scale, we actively monitor casinos for confirmed instances of fake reviews.

We analyze the timing and frequency of positive and negative reviews, as well as the quantity. Additionally, we delve into the writing style of these reviews, looking for indicators such as similarity in authors, reviews targeting casinos owned by the same entity, and other relevant factors.

Taking all these attributes into consideration, we strive to identify and take swift action against any fake reviews that we encounter. Our aim is to maintain the integrity of our review system, and as a result, we delete these review threads and implement measures to prevent their recurrence.

Q: What do such fake reviews look like and why do people write them at all?

I'd like to mention a significant category of fake reviews that stems from casinos incentivizing players to write positive user reviews. This practice not only violates our terms and conditions but may also be against the law, particularly within the EU. The essence of user reviews lies in genuine player experiences, free from the influence of third parties. We strongly believe that reviews should be authentic and unbiased, reflecting the true perspectives of players.

Identifying and distinguishing these types of reviews can be challenging, resulting in an ongoing process of analysis and evaluation for our Community team. We constantly strive to stay ahead of the game, as casinos and players continuously devise new methods to generate such fake reviews. In collaboration with our developers, we work on advancing tools and mechanisms to enhance our ability to detect these trends effectively.

When it comes to rejecting or removing reviews, we maintain a meticulous approach. We only take action when we are fully convinced that a review is fraudulent. Until we gather sufficient evidence, we refrain from arbitrarily removing reviews. Consequently, we reserve the right to delete certain reviews even after some time has passed if it is confirmed that they were not written in accordance with our requirements. This rigorous approach ensures the integrity of our review system and safeguards the interests of our users.

Q: Did the last upgrade of user reviews help in the fight against false reviews?

Absolutely. One significant aspect is the flexibility it provides us in manually adjusting the influence of user reviews on the overall player rating. There are situations where we may have doubts about a review but lack sufficient evidence to reject it outright. In such cases, we choose to publish the review but reduce its overall impact and reach within the rating system.

To address these instances, we hold discussions or meetings where we address the ongoing cycle of user reviews that remain in our system and require further evaluation. We engage in debates, carefully considering whether to approve or disapprove specific user reviews. We meticulously weigh the pros and cons, gathering a substantial amount of evidence and arguments before making a decision in favor of one option or the other. This approach ensures that we maintain a fair and accurate rating system based on thorough assessment and consideration.

Q: Is there any difference between fake reviews and a review that is not objective, for example, written in a rush of emotions?

When it comes to fake reviews, the majority of them, around 90%, are written in a positive manner, with the intention of improving the casino's image. Conversely, reviews written in a rush of emotions often stem from negative experiences, highlighting the initial distinction between the two. However, it is important to note that we do receive several of these negative reviews on a daily basis, even if they may not always be entirely objective. It becomes necessary for us to address such reviews and determine the appropriate course of action.

In these instances, we assess whether a review, despite being emotionally charged, provides any meaningful value to readers. If the review contains relevant information and valid concerns, we choose to publish it. This allows other players to become aware of issues such as malfunctioning customer support, non-responsive live chat, or unsupported payment methods. On the other hand, if a review appears to be nothing more than baseless hatred, we make the decision not to publish it, as it does not contribute constructively to the conversation.

Q: In Casino Guru, when evaluating casinos, one can find not only the user rating but also the safety index. What is the difference between them?

We make a point of explaining these distinctions to both our partners and players. It is not uncommon for casinos to incentivize players to write positive reviews in an effort to enhance their overall safety index on Casino Guru. However, it is important to note that player feedback does not directly impact this rating. We often receive inquiries from users who question why a casino has a high safety index on our platform, despite the user reviews not aligning with it.

Nevertheless, our analysis indicates a general correlation between casinos that possess a high safety index and those that receive better user ratings. While they may not directly influence each other, there is a certain connection present. It is worth noting that exceptions do exist. In many cases, the disparity arises from players evaluating negative aspects such as prolonged withdrawal times, which we, for instance, do not include as a parameter in our evaluation due to the lack of means to verify it.

Q: How could players contribute to a higher quality of user reviews? What would you like to see more of?

I personally believe that it would be beneficial to have more contented players sharing their positive experiences. In general, when it comes to reviews, it is more common for individuals to come forward and express their negative encounters. If everything goes smoothly, people tend to refrain from writing a review. Unfortunately, this imbalance diminishes the quality of user reviews for casinos, which is truly regrettable. As a result, some genuinely reputable casinos may suffer because only dissatisfied players leave feedback, leading to an unfair representation of their services. These casinos deserve better ratings, but the absence of satisfied players sharing their experiences creates an unbalanced perception.

Part of our responsibility involves maintaining communication not only with players but also with casinos. When a casino disagrees with a review we have published, we approach the situation in a similar manner to when players express dissatisfaction with rejected user reviews. Our objective is to maintain objectivity and consider all variables by listening to both sides. It is our standard practice to examine arguments and evidence from both players and casinos. I want both players and casinos to understand that our goal is not to favor one side over the other, but rather to continuously enhance our user reviews.

Q: What are your plans for user reviews in the future?

To further improve our user reviews, we are developing a system that would allow casino representatives to identify the username, login, or ID of the player who submitted a review. This would enable them to address potential issues and complaints directly with the player, fostering transparent communication and, hopefully, more effective problem-solving. However, we are mindful of the GDPR regulations, and we are actively working to find a solution that adheres to these requirements while implementing our proposed idea.

This interview is part of Casino Guru Insiders, a series of interviews during which experts from Casino Guru share their unique workflow, reveal insider information, and offer an exclusive overview of experience-packed know-how.