In 2020, the online gaming industry was worth $60 billion, a figure expected to reach around $110 billion by 2027. Moving previously land-based activities online has reinvigorated the entire market and opened it up to huge new audiences.
Today, online casino is a huge part of the digital gaming industry and is growing in popularity every year. The ability to play casino games in the safety and comfort of our homes has dramatically widened the sector’s appeal.
This appeal has been boosted even further by the trend of moving from PCs and laptops to phones and tablets. Being able to pick up and play casino games anywhere, at any time, has increased accessibility more than ever before.
Of course, as the market gets bigger, so do the opportunities for companies to find their place within it. Across the world, new and old providers are continually racing to claim their share of potentially huge and increasing profits.
In order to become, or even to remain, successful in the industry, effective marketing has become increasingly vital. Standing out from the crowd is now the number one challenge facing every online casino provider in the world.
In almost all industries, over the last two decades, digital marketing has grown to be preferred to traditional advertising. As a digital medium, engaging audiences through digital channels is even more important for the online casino industry.
So, what are the most effective ways in which casino operators can utilize digital marketing?
Table of Contents
Social Media
Over the last 20 years, few things have transformed how we live our lives more than social media. The marketing potential of social media, especially for online services that are just a click away, is enormous.
Through social media, companies can engage interactively with customers, and potential customers, in real-time. It’s also tailor-made for peer-to-peer marketing – going viral on social media is one of the most cost-effective marketing techniques available.
Affiliate Marketing
Affiliate marketing or brand promotion through outside sites is a marketing technique often used by online casinos. Review and magazine sites are key to this, offering independent opinions and articles while including paid links to particular providers.
Affiliate sites typically display the top online casinos in a player’s region and the top bonuses on offer. For example, Gambling.com are an affiliate brand who are showcasing that 888 casino are currently offering players 88 free spins and a 100% deposit bonus. These types of sites do all the hard work for the players by publishing reviews.
Marketing managers at online casino brands are responsible for fostering these symbiotic relationships for maximum reach. The more extensive a brand’s affiliations grow, the more awareness and appeal they can generate for their products.
SEO
Getting to the top of search engine listings is a key goal for any business in almost every industry. The techniques for doing so are constantly changing but, currently, search engine optimization is the most effective.
Ensuring your website contains unique content filled with key search terms is the best way to optimize your search results. When someone types ‘online casino’ into their search bar, having your website appear on the first results page is vital.
Email Marketing
Direct mail has been a key marketing strategy since community postal services were first created. Even today, many of us find our letterboxes regularly filled with letters and papers advertising products and services.
Email marketing is lower cost, quicker, creates less waste, and can be targeted far more specifically than its predecessor. Emails also provide instantaneous feedback as to what degree they are engaged with and how their effectiveness can be improved.
Design Excellence
Sometimes the most effective way of marketing yourself digitally is by being excellent at what you do. Although more subtle than many other strategies, creating word of mouth by providing a better platform can be invaluable.
Quick, intuitive, innovative, and highly functional websites alongside superb customer service will always get your product talked about. Through user referrals, companies providing the best product often find themselves quickly increasing their market share.
These sorts of digital marketing strategies are crucial if an online casino is to be successful in today’s competitive market. Another technique which many providers choose to employ is the offering of incentives and bonuses. Bonuses are used to entice new customers and retain existing ones and can come in several forms.
Welcome bonus
This is an incentive in which a newly registered player’s first deposit is automatically increased by a set percentage. For instance, a 200% welcome bonus would see a £50 deposit increased by 200% to £150 of playable credit.
No deposit bonus
These offers do exactly as the name suggests, they allow new customers to play without making a deposit. While there are usually conditions about re-wagering any winnings, these bonuses allow players to try new games without any risk.
Spins bonus
These are usually targeted towards online slots but can be applied to roulette and several other casino games. After making a minimum deposit, players will be offered regular additional games in addition to those they have paid for.
Loyalty schemes and VIP bonuses
These incentives are more complex but are a tool used by many providers to increase engagement from existing customers. By offering benefits in return for regular play or high deposits, they encourage customers to stay loyal and play more.
Being successful in the crowded online casino market means getting a number of factors right. Offering the best platform, the best games, and tempting bonuses are key to creating the biggest appeal for your service.
When it comes to really standing out from competitors and reaching the widest audiences, however, excellent digital marketing is vital. For any online casino, the strategies and techniques listed above are key not just for success, but also for survival.
