Word of mouth and user recommendations are the keys to success when it comes to online gaming websites, it has been decided.

According to eGaming Review (eGR) magazine, a panel of experts at the recent Reputation Matters briefing in London came to the conclusion that standing among consumers is critical in the age of online social connectivity.

The publication reported that comments on the matter were heard by Sky Betting and Gaming’s customer operations director Peter Nolan and Ged Carrol, director of digital strategies at Ruder Finn, among others.

eGR magazine, which moderated the discussion, suggested that positive customer reviews can help attract new business as well as ensuring repeat visits.

"You’ll trust a brand much more if a friend recommends it," Ronan Tighe, of user experience consultancy Foviance, was quoted as saying.

Last month, eGR reported that online gaming brands such as Gala Bingo, Sun Bingo and William Hill Online spent more than £10 million on advertising last year alone.