The online gambling industry is stronger than ever. Even semi-regulated markets, such as the US one, note a remarkable rise in revenue. According to Forbes magazine, gambling revenue in the US in 2021 hit a record of $53 billion. Not too shabby for a country where many states haven’t made gambling legal in the first place. Of course, this also means an influx of gambling ads. You see them on TV, online, and on social media. So, are there any useful marketing practices we can learn from them? To help us come to the end of this mystery, we contacted Anna Rosak.
Anna is an online gaming specialist and the person behind reviews of top online casinos and available bonuses (including popular no deposit bonuses like this one: https://polskiekasynohex.com/bonusy-kasynowe/bez-depozytu/. In her opinion, the online casino industry is famous for its innovations and ability to adapt, which makes it also a perfect example to learn about successful business and marketing practices.
“These guys do amazing work and know how to keep their clients interested and engaged. That is something even big brands struggle with”, she says and tells all about the lessons all entrepreneurs can learn from online casinos.
Content is Still the King
The online casino industry was one of the first to recognize the power of content and SEO optimization. To put it briefly, they use keywords players search for and implement on their websites so web-browsers list them as top results. Sounds complicated? It is, but our expert says it is worth the effort.
“Every now and then someone is saying content is no longer the king, but we all know it is. SEO optimization and high-quality content cost time and money, but there is really no easy way out. If you want to appeal to customers, you have to think like a customer and provide user-friendly, and most importantly, honest and truthful information”, explains our specialist.
Loyalty Systems That Bring Good Value for the Money
Another aspect in which online casinos set new standards is loyalty systems. Unlike most land-based establishments, their VIP schemes have a good value for money and add an element of fun to the entire experience.
“Most loyalty systems are all about points, and that is fine. Still, online casinos take it to the next level with their challenges, competitions, events, and rewards of all kinds. You see, the customer has to think the system is worth it, otherwise, it will just remain an unopened email in the inbox, or card that will end up in the garbage bin in a year or so”, warns Anna.
One of the tricks online gaming sites do is never leave the customer for too long to get their first loyalty reward. By having a high volume of useful perks and benefits, customers get constantly reminded about the brand and will become more involved.
Extra Perks and Benefits to Motivate Spending
While we’re at loyalty programs, another thing similar to it is bonuses. Casino bonuses are marketing incentives that reward players for spending money. They are not free cash, but additional playing money that requires certain actions to be eligible for a cashout. But, other brands can’t simply give away extra cash, can they? If you ask Anna, they don’t have to.
“I have just been at C&A, a popular European clothing brand, and after finishing my purchase, the cashier handed me a coupon for a 20% discount if I make another purchase in the next few weeks. A while ago, an H&M cashier offered me a voucher if I do a 3-question survey about the brand. At DM, a German drugstore, you get all sorts of free bags, shirts, purse mirrors, and other merch for spending a certain amount on certain items. Land-based brands are digging bonuses, but in a different way”, reveals our expert.
The Power of Image
And finally, online casinos do their best to manipulate their image in a way that is appealing to a certain type of customer. Our gaming expert claims not many people know how companies of all kinds have struggles in determining what they really are and who is their target audience. The worst thing a manager can do is say how their company must attract everyone, and offer everything a customer wants. Such an approach is unsustainable and in the end, leads to unreasonable goals, undefined business practices, and financial ruin.
“Colorful casinos will never feature real money peer-to-peer poker platforms. At the same time, you won’t find poker platforms with bunnies and cowboys. Online casinos know how to target niche audiences, something that will soon be essential in having a business that is reliable, profitable, and recognizable” concludes Anna in the hope more businesses will learn from iGaming.