Connect with us
SIS

Central Europe

Slovakia: How iGaming sites can build traffic (second part)

George Miller

Published

on

Slovakia: How iGaming sites can build traffic (second part)
Reading Time: 6 minutes

Let’s look at how the typical marketing strategies employed by iGaming firms can be applied to Slovakia.
Marketing strategies for operators and affiliates who want to apply for licence
If the laws do get changed, and you apply and receive a licence, then you will have access to the standard advantages.

These are:
The possibility to use Google Adwords PPC campaigns. I have found one of the top affiliates which is using Adwords on google.sk, and they seem to have complete control of this market right now. There are a lot of big keywords which they don’t even try to cover, so PPC could be worth exploring.
Greater advertising choices. Most of the big local sites use display advertising, and you must negotiate with the site directly (not with a network). If you can show you have a licence, then you will have a better chance of being accepted, as the site won’t have to worry about any advertising fines.

Similarly, a lot of the big native and display advertising networks do accept gambling adverts but often want to see a local licence before accepting them.

Marketing strategies for operators who don’t want/can’t wait to get a Slovak licence
With so many international operators seeming not to care about the potential fines, and Slovak ISPs and banks seemingly not blocking sites or payments, there will be a temptation for operators (and affiliates) to not bother waiting for a licence. This is especially likely with a proposed tax on revenue of 23% and considering the unstable political climate.
For those in this position, here are some strategies to gain a share of the Slovak market.

SEO
No good strategy in a market like Slovakia would be complete without some good old-fashioned SEO.
<rewrite>
Aside from building quality on-site content in the Slovak language, operators and new affiliates would obviously need to build links from quality local sites to their pages, to challenge the top spots.
Acquiring links from existing Slovak sites might be difficult, because of the potential €250,000 fine that the site owner might face. Foreign operators in Malta might not feel threatened by such fines, but a small amateur site owner in Bratislava is likely to take these threats very seriously. The situation for link-building in Slovakia is likely to be very similar to the one in Finland right now.
Slovakia therefore looks like the kind of market where you may need to run a quality Private Blog Network (PBN) to build rankings.

A potential PBN strategy for Slovakia

I would recommend a multi-tier structure, with the bottom tier being made up of expired .sk domains with positive metrics.
The content on these sites should be recreated as much as possible using the waybackmachine downloader tool. A new landing page would then be created with casino content in Slovak, and a link from that page to the upper tier sites.
These upper tier sites would be made up of expired .com or .eu domains, with positive metrics. The content would be changed to iGaming content in the Slovak language, with links to the money sites.
This mix would protect against the .sk sites being confiscated by Slovak authorities at any future stage, while still allowing for some local TLDs.
.sk domains no longer require to be registered to a Slovak business address, but anonymous ownership is not allowed, although some registrars will allow you to use their details. You can buy expired .sk domains at Webhouse.

Top keywords for your SEO strategy

Keyword research of the Slovak market shows that poker is still a popular subject in the country, as is roulette.
The data below is pulled from SEMRush and Google Trends, and shows the following suggested keywords to focus on (where available, monthly search volume is given).

Kasino: 1000
Poker Online: 880
Ruleta: 1000
Ruleta online: 210
Poker: 14800
Online Ruleta: 20
Kasino online: n/a
Hracie automaty: 15 – 100
Hracie automaty online: 0- 100
Online kasino: n/a
Hraj v online kasine: n/a
Online kasina: n/a
Hraj online: n/a
Stavky online: n/a
Online stavky: n/a
Stavkuj online: n/a
Online stavkovanie: 0 – 90
Vyhraj v online kasine: n/a
Ako vyhrat v online kasine: n/a

Right now, the top keywords seem to be mostly informational in nature, reflecting the newness of the Slovak market. The user intent seems to be about learning more about how to bet online, and not about which is the best casino.
Building landing pages with content focusing on satisfying these user intents seems to be the way to go for now. It might not convert immediately, but building trust is an important step at the top of any sales funnel.
There’s no surprise about who dominates the social network scene in Slovakia, with Facebook and Instagram both the most prominent.

Facebook’s targeting tools are second-to-none, but they require a big advertising spend before they will allow you to run gambling ads. In a small country like Slovakia, it probably isn’t going to be worth it.
However, gambling fan pages that aren’t too pushy should work well.
I see three basic ways of getting traffic from social media in Slovakia:

– Find a local influencer on FB or Instagram and get him or her to endorse your brand
– Start a FB group where people can swap tips, bonus offers etc.
– Start an Instagram account and send out a mix of funny gambling-related pictures/quotes, and offers such as welcome bonuses

Partner with existing Affiliates

Operators looking to gain a quick foothold in the Slovak market will naturally turn to the affiliates who are dominating the google.sk SERPs.
The current reluctance for these affiliates to partner with licenced local operators means there could be room for some negotiations.

Use Adwords even if you don’t have a licence
I have heard that some clever PPC ninjas use cloaking to display adverts in countries where they don’t have a licence. It sounds really risky to me, but if you have plenty of accounts that you don’t mind sacrificing, and don’t put landing pages directly on the money sites, then it might work.

Display

This form of banner advertising dominates the top local sites. Most of the big media sites will probably turn down gambling content because of the fear of fines.
That said, I know that one of the big names on the blacklist uses display advertising on one of the top 50 sites in Slovakia. I won’t name names, to protect both parties, but this shows it is possible.

Adult

Several of the top 50 sites are adult-themed and are part of the Trafficjunky network. The targeting options on Trafficjunky are excellent, allowing you to target even to the city level.
This could be useful in a diverse country like Slovakia. For example, Google Trends data shows that the hracie automaty (online slots) keyword is much more popular in the east of the country than the west. Similarly, you can target by gender, so you could perhaps offer games popular with women on the ‘female-friendly’ adult niche.
If you want to try the adult channel, you should know that visitors who are there for the free content tend to have low conversion rates. That could be a problem on a CPM model (as Trafficjunky is) as you might have to burn through a lot of cash to see results.
However, premium adult subscribers tend to convert a lot better, and Trafficjunky have several sites which offer these customers, making this network the perfect place to experiment.

Native

Unless you have been living under a rock for the last few years, you probably have been exposed to native advertising.
In contrast to display ad banners which leave no doubt they have a commercial intent; native ads aim to blend in with other articles on a site. Here’s an example of native advertising from the Times of Malta recently, alongside some classic display banners.

This form of advertising has become very popular in the English-speaking markets in recent years, especially on informational websites like online news, forums and other places where users come to consume information. However, it’s pretty new in Slovakia and not many publishers have signed up with the big networks (yet).
Native works well for binary options and other such financial niches. People are always on the lookout to make some money, and if you can create native adverts which claim to spill the secrets that the casinos don’t want you to know about, then this could be the perfect way to tap into the Slovak customer’s hunger for information.

The MGID ad network allows gambling content, and doesn’t specifically prohibit it in Slovakia, but you should check with them before trying this out.
Anybody thinking of entering the Slovak iGaming market will need to be flexible to deal with unstable and unreliable laws and regulations.

 

Written by: Ivana Flynn for Calvinayre.com. Ivana is a Malta-based SEO Consultant dedicated to helping iGaming operators and affiliates improve their organic search rankings. Her biggest professional passion is using SEO to break into new and tricky markets. In her spare time, she bakes, works out and plays with her cats.

Advertisement

Central Europe

GVC Airs Black Market Concerns About New Gaming Legislation in Germany

Niji Narayan

Published

on

GVC HoldingsGVC Airs Black Market Concerns About New Gaming Legislation in GermanyQ1 Trading and COVID-19 Planning Update
Reading Time: 2 minutes

 

Gaming industry leader GVC has issued an early warning about the new gambling law in Germany, which is scheduled to be implemented in July 2021. The new legislation would allow the entry of any number of sports betting providers, virtual slot machines and online poker games. The law will also permit a a limited number of online casino game providers too.

This law results from an agreement signed between federal states, which gives the individual states the power to define the limits on their discretion on many aspects such as the design of gambling products and gambling advertisement.

The law advocates many restrictions too, some of which are the following:

  • A ban of live streaming on betting sites.
  • No commercial advertising on radio and internet for virtual slot machines, online poker and casino games between 6am and 9pm.
  • A one-minute delay for customers when they switch between different games on the same internet domain, such as from sports betting to virtual slot machines.
  • A five-minute delay when switching between different gambling sites.
  • A €1 stake limit on virtual slot machines.
  • In-play sports betting limited to the final score and associated markets..

GVC warns that the provisions in the legislation are inadequate to protect the players’ interests.  They might end up achieving a wholly unfulfilling gaming experience for users, the company suggests.

GVC’s main concern is that this legislation will render licensed products less attractive and less competitive than the unlicensed counterparts. This could result in a huge risk where customers will be attracted to the black market.

As per the new law, the 16 German states can prohibit or allow online casino table games, for example, and impose their own restrictions. According to GVC, this will create an unequal playing field that is in contrast with the EU law.

There is, therefore, a huge risk that customers will move to the black market, where there is zero responsibility, zero protection and zero tax being paid.

The new law requires sharing of player’s personal data between operators and authorities so as to prevent parallel play across providers. This could develop as a breach of EU’s data protection fundamental rights.

 

Continue Reading

Central Europe

RTSmunity strengthen their position on the european market with forBET partnership

George Miller

Published

on

RTSmunity strengthen their position on the european market with forBET partnership
Reading Time: < 1 minute

 

RTSmunity, esports odds and trading provider, continue their expansion on european betting market with new partnership. The new cooperation with polish sportsbook operator forBET comes in a time where many major sports are facing problems, and esports are working as a stable stream of revenue. Customers of forBET will now be able to experience the top esports offer, improved in every measurable aspect – number of markets, uptime, odds.

The partnership between RTSmunity and forBET confirms the strategy that RTSmunity outlined earlier this year, which is continuous expansion on the european market, combined with new partnerships in the US and LatAm region. With many sportsbook operators looking to esports in a new new perspective, forBET demonstrated ability to be fast and agile company, by quickly enhancing their esports betting offer through RTSmunity odds feed.

Pavol Krasnovský, CEO of RTSmunity, said: We are very happy to start a new partnership with forBET. They have been able to succeed in very competitive betting market in Poland, and bringing their esports offer to the top level is the obvious step forward. We are very confident in our solution, and we have demonstrated that we are able to make esports a growing stream of revenue for sportsbook operators.

Petr Pacinek, General Director of forBET, said: The cooperation we have just started is a clear signal of the way we have chosen – continuous improvement of our offer, in order to support growth of our market share. Esports betting is still a developing industry, but already very competitive, and you can’t succeed without having the best offer. That’s why we have chosen RTSmunity to be our new partner, and we count on them to bring us to the top.

Continue Reading

Central Europe

German States in Discussion Over Possible Transition Period for iGaming

Niji Narayan

Published

on

German States in Discussion Over Possible Transition Period for iGaming
Reading Time: < 1 minute

 

Several German states are in discussions over a potential transition period that could allow operators to continue offering online casino products until the vertical is legalised from July 2021.

The exact nature of the discussions and whether this would allow operators to provide online casino without any sort of restriction, is as yet unclear, with reports telling that they do not want to pre-empt the talks.

“The federal states are currently coordinating the extent to which enforcement measures against illegal gambling can be effectively implemented in the transition phase,” a spokesperson for the state government of Nordrhein-Westfalen said.

While other states are yet to respond to requests for comment, local media reports that the chancelleries in Bavaria, Hamburg and Berlin are also involved in the discussions.

The discussions are playing out ahead of the implementation of the Glücksspielneuregulierungstaatsvertrag (GlüNeuRStV) from 1 July 2021. This revised regulatory model, which is currently subject to a standstill period as it is considered by the European Commission, expands the online market beyond sports betting for the first time.

From July next year, online casino and poker will be regulated, albeit under strict conditions, such as a €1 per spin cap on slot stakes, and table games licences restricted to the number of land-based casinos in each state.

Continue Reading
Advertisement
NSoft

Global Gaming Industry Newsletter – Weekly Digest (sent every Wednesday)

Please select all the ways you would like to hear from European Gaming Media and Events:

You can unsubscribe at any time by clicking the link in the footer of our emails. For information about our privacy practices, please visit our website.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here. Read more about European Gaming Media and Event's Privacy Policy and Terms of Service.

Subscribe to our News via Email

Enter your email address to subscribe to our news and receive notifications of new posts by email.

Trending

Notice for AdBlock users

We are constantly showing banners about important news regarding events and product launches. Please turn AdBlock off in order to see these areas.