Marketing

How Businesses in the Gaming Industry Make Online Marketing Work For Them

There are around 4.57 billion internet users around the world. China, the US and India have the highest populations of people with internet access, while parts of Northern Europe and the UK have the highest internet penetration rate with 95% of people accessing it.

Such a high volume of people brings huge opportunities to online casinos and other businesses to develop large customer bases.

However, it also means that it is a highly competitive environment and there is a constant battle to attract and maintain the attention of audiences.

Over the last few years, the number of operators offering casino games has skyrocketed, meaning it is now more important than ever to develop a marketing strategy with effective marketing tactics.

Understanding buyer personas

No marketing strategy is complete without a detailed breakdown of the different buyer personas that your business will come across. A persona profile looks into the buyer’s wants, needs and goals.

A casino might be able to differentiate their customers based on who is a casual gamer or who plays casino games frequently and competitively, for instance.

Before putting personas together, a casino will need to carry out some customer segmentation analysis. Relevant quantitative data may include geographic, social-demographic and behavioural factors.

From there, they can begin to build an understanding of their customer base on a more human level.

There is no one-size-fits-all approach to promoting an online casino. Different content will appeal to different personas and so casinos need to plan accordingly.

An effective search engine optimisation strategy (SEO)

Every digital based business needs to consider how they rank and how they will be found in search engines such as Google and Bing.

A casino may have a really well-developed site, with the latest game releases and excellent promotional offers, but if potential customers can’t find them, then all that effort is wasted.

As 80% of all online consumers use a search engine before making a purchase, it is imperative that casinos do keyword research and investigate different SEO tactics.

Once keywords with potential for good search engine traffic have been identified, the site can then optimise their pages.

Retargeting is key

Retargeting is an effective way to ensure that only the most relevant people see your advertising. Through retargeting, casino operators can promote to people that have previously shown some sort of interest in either their site or the games that they host.

A potential lead for retargeting may be someone who has checked out the casino’s social media profiles, or that may have searched for ‘online poker’ or ‘blackjack’ through a search engine.

They may also be people that have visited the site but not got around to signing up for an account or playing games.

By following ‘warm’ leads, they are able to better utilise their marketing budget and avoid wasting time on those who have no interest in their offering.

Competition in this industry is fierce and so this kind of efficiency is absolutely key in maintaining a good position in the market.

Forming partnerships

Partnerships can be a really powerful way to increase your potential customer base, as well as a way of providing new exciting content and offering to your current audience. Influencer marketing is a very relevant trend in 2020.

Online casinos can partner up with influencers within the industry in order to promote themselves to their fan base.

Other useful partnerships can be with games developers and software companies. Announcing joint ventures can be a great bit of PR and can help raise the profiles of both brands.

Loyalty programs

Many online casinos now offer loyalty programs to their customers. With so much competition in the market, loyalty programmes encourage customers to keep going back to the same site in order to attain a reward.

These rewards can be a variety of different things, such as a deposit bonus or free spins on a slot game.

Customers who sign up for accounts or register to receive a casino’s email newsletter may find that they have access to exclusive offers. Loyalty programmes help to build a sense of community and build a long-term relationship between the casino and their customer.

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