No one like gamble, when there are lots of problems. And this is the first thing i look at. The second thing is usability. And only after that i look at other moments. One of them is brand name.
But i think that we all understand that casino, where you can get problems with fair play or withdrawal lose their gamblers and i don`t think that it ought to talk about it.
PS. KYC is just a service, i don`t think that this is about functionality or brand name.
let us put it this way, brand name has just short-term impact on users. later on, the players will look further and that's site functionality. you may attract some users because of your catchy name, and then what? they will only stay if they are satisfied with what you have in your site. services and functionality for me are important aspects that a gambling site need to take care of.
the interest in your brand name will fly off once they see the unresolved complaints in your site.
If you read my post more attentive you can see, that i`m talking about the same. Functionality is always on the top. After that the other moments, and brand name is one of them. Bright brand name can attract users and site functionality, usability, services can help them to stay. And the owner have to balance his money to choose what to do the first. If it would be the marketing campaign with brand name without functionality - you`re right, it can get users for a short time, but if functionality is ok - brand name can give you new client for a long time.