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What Advertising Channels Are Most Profitable for iGaming Operators?

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What Advertising Channels Are Most Profitable for iGaming Operators?
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When budding entrepreneurs start to fret over the costs of getting their business off the ground and growing it, chances are somebody will try to encourage them by offering the famous saying “You must spend money to make money.” This gem of wisdom is attributed to Plautus, an influential comic playwright of ancient Rome.

Enterprising individuals come to learn that it is impossible to build a successful business without investment. One could even argue that modern-day entrepreneurs have no choice – they operate in a globalized, technologically advanced business landscape where competition is fierce and the battle for customers merciless.

Perhaps it is no coincidence that advertising has been around for as long as the concept of commercial activity has existed. By informing people of new products or services and persuading them to buy, ads have kept the engine of business running for millennia. Advertising remains as potent a tool as ever, proving indispensable for raising brand awareness, attracting new customers, and growing revenues.

In the case of iGaming, these rules also apply, but the industry also has unique challenges to overcome. For one thing, it is a strictly regulated one, and online gambling remains prohibited in many countries. On the other hand, the market is expected to grow at a healthy rate as the regulatory grip relaxes in new jurisdictions and disposable incomes increase.

While the opportunities are there, iGaming operators still need to make an effort to seize them. Since the primary goal is to expand customer bases, online gambling providers should make the most of advertising, carefully crafting their strategies and prioritizing channels that deliver the desired return on investment.

The advent of digital platforms has created numerous options for advertising, but several choices have proved to work best for iGaming operators when it comes to player acquisition. Given that no strategy is perfect, the best course of action is to opt for an integrated approach.

Search Engine Optimization (SEO)

This is not an advertising channel per se, but no digital strategy can hope to succeed without incorporating SEO. Search engines keep the wheel of internet activity turning, and constantly improving algorithms make search results increasingly accurate.

On the other hand, the deluge of online data has become a serious challenge for marketers, requiring a laser-sharp focus to create campaigns that work. SEO is critical for achieving a prominent ranking in search results, and by optimizing their website content, iGaming companies can put their brand on the map and attract traffic, potentially converting visitors to players.

The good thing about SEO is that it is basically free if one does not count the cost of hiring experts to handle this part of the customer acquisition process. However, this is unlikely to deliver optimal results on its own.

Affiliate Marketing

Provided they secure the right partners, iGaming companies may derive the greatest benefits from affiliate marketing. Simply put, it involves the use of third parties to promote products and services in exchange for a commission. According to some estimates, affiliate programs account for between 15% and 30% of sales for advertisers. Here’s an example of content based online gambling affiliate website – best online casino sites for real money at SlotsUp.com.

The enduring appeal of affiliate marketing has to do with its cost-effectiveness as a result of its performance-based model, meaning that payment is made only for converted players. In addition, this approach ensures highly relevant traffic, further enhancing the prospects for customer acquisition.

Paid Search Marketing

iGaming businesses can step up their ad game with paid search marketing, which might be better known as pay-per-click (PPC). The success of such campaign hinges on extensive keyword research and the selection of just the right one(s).

This approach is the most certain way of ensuring that a company product or service gets top ranking on a search engine results page. Another advantage is that a PPC campaign requires little time and effort to launch while offering one of the easiest and most accurate ways of tracking return on investment.

Social media

It is no longer possible to imagine the internet without search engines, and the same has come to be true of social media platforms. They have taken over personal communication but also provided brands with an advertising channel of tremendous power.

With about 3.5 billion people (45% of the global population) actively using social media, iGaming operators have an exceptionally valuable tool for acquiring new customers. These platforms are communication hubs where a website link, an announcement, a positive review, or a brand-related image can reach a staggering number of people.

Given the nature of their business, online gambling companies cannot advertise with absolute freedom, but they can still tap the immense potential of social networks by providing high-quality, relevant content and engaging their audience. As brand recognition grows and visitors start to associate the name with a worthwhile experience, the conversion rate is bound to accelerate.

These player acquisition strategies and some other suggestions are explored in depth in an e-book published by BetConstruct, a company offering technology and services to gaming operators. Ultimately, it is up to iGaming providers to experiment with various options, analyze the outcomes, and create a combination that maximizes conversion rates while reducing customer acquisition costs.

Industry News

Clarion Gaming and ExCeL London plan for the migration of iGB L!VE 2025 to the heart of igaming

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Clarion Gaming is advancing preparations for the migration of iGB L!VE to London in July 2025 establishing a roadmap of activities in partnership with the senior team at ExCeL London which will host the leading global event.

The latest meeting between the two organisations featured:

  • iGB L!VE Portfolio Director Naomi Barton,
  • Clarion Gaming Managing Director Stuart Hunter,
  • Head of Operations Richard Logan and
  • Head of Marketing Jody Frost with the senior team from ExCeL led by the venue’s
  • Chief Commercial Officer Simon Mills.

Expanding on the meeting Naomi Barton said: “This was the second senior level planning meeting that we have held with our colleagues at ExCeL London in order to move the home of the igaming community to a city which is the heart of the igaming industry in a country which is igaming’s largest market.

“The roadmap is being created in order to anticipate industry needs, address pain points and to exceed the expectations of customers. The migration of what is already a top performing Tier One igaming event is set against the backdrop of iGB L!VE’s 5-year growth plan which is focused on delivering 35,000 visitors and over 550 exhibitors and sponsors by 2029.

“Our vision is to harness the tremendous momentum created by the iGB L!VE brand and to take the event to a whole new level in a new venue, and a new exceptionally well-connected global home in the city of London.

“ExCeL London has a fantastic track record of helping events to fulfil their potential, and all of the building blocks are in place for iGB L!VE and its customers to accelerate their businesses to new heights in London.

She added: “Placing our customers at the heart of everything that we do is central plank to the iGB L!VE growth strategy, and the roadmap for 2025 is underpinned by a clear customer-focused programme that will ensure maximum cost-effectiveness as well as global growth for all of our stakeholders.

“We will be using July’s edition of iGB L!VE not only to reflect and celebrate our time in Amsterdam and say thank you to our fantastic partners for many years RAI Amsterdam, but also enable our vendors and customers to secure their presence at ExCeL London in 2025.”

 

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Industry News

1spin4win Unveils “Treasure Hunt” Network Promotion for Online Casinos

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1spin4win, a renowned provider of online casino games, announced the launch of its new network promotion, “Treasure Hunt”. Set to run from June 1 to 9, 2024, this thrilling event invites players on an enchanting adventure across 11 captivating games, with a total prize pool of €20,000 waiting to be claimed.

The nine-day “Treasure Hunt” promotion is designed to significantly enhance player interest and engagement, boost GGR and betting volume, and elevate the brand image of participating online casinos. Players will have the chance to win one of 515 randomly awarded cash prizes, adding an extra layer of excitement to their gaming experience.

Each bet placed during the promotion can result in a maximum of one prize, with no limit on the number of prizes a player can win. Notably, all prizes are deducted from the GGR prior to invoicing, ensuring a smooth and transparent process for operators.

The “Treasure Hunt” promotion features a stellar lineup of participating games, including Sun Treasure, Lucky Robbery, Cash the Gold Hold and Win, Cash the Gold, Mega Cash the Gold, Hold the Gold, Book of Corsairs, Lucky Jane & Aztec Book, Lucky Jane in Egypt, Lucky Gold Miner and Dolphin’s Wealth.

To cater to a global audience, all participating titles support 16 fiat and cryptocurrencies, including EUR, USD, BTC, ETH, LTC and USDT.

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Industry News

Allwyn Appoints Ifor Evans as Group Chief Technology Officer

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Allwyn announced the appointment of Ifor Evans as its new Group Chief Technology Officer. Ifor will replace Tony Khatskevich, who, after six years of dedicated and exemplary service, has decided to move from his current role as Group Chief Technology Officer and become an Advisor to the CEO and Board of Directors. In this role, Tony will focus on offering strategic counsel on innovation, technology, IT and security matters. Ifor will take up the CTO role at Allwyn on 1 June 2024.

Ifor is an accomplished CTO with over 25 years of extensive experience in software engineering, systems and data architecture, IT management and project leadership. He joins Allwyn from Gamesys PLC/Bally’s Corp, where he has been Group Chief Technology Officer since 2019 and where he developed, maintained and operated highly capable gaming platforms.

Prior to Gamesys, he held the role of Group Chief Technology Officer (Southeast Asia) for Lazada, part of the Alibaba Group, working in Singapore. He also established Lazada eLogistics (LEL) as a separate entity within the Lazada Group, and led a team of over 400 individuals to create and implement a comprehensive technology strategy.

Robert Chvátal, CEO of Allwyn Group, said: “We are delighted to welcome Ifor as our new Group Chief Technology Officer to continue enhancing the innovation of the lotteries we operate. Allwyn wants to make its lotteries even more entertaining and attractive to new audiences, and in doing so have even more of a positive impact on society.

“Ifor is a dynamic business leader who has an excellent track record of delivering technology solutions across the gaming and IT sector. He has exceptional strategic capabilities, proven operational effectiveness and strong experience in our markets.

“I would also like to take the opportunity to thank Tony for his exceptional contribution and commitment to Allwyn over the past six years. He played a pivotal role in establishing a strong technology function for Allwyn, and conceived and led technology initiatives that have helped to drive innovation across the Group. In addition, Tony played a key leadership role in Allwyn’s winning bid in the UK and management of the transition. I’m very pleased that we will continue to benefit from Tony’s wisdom, knowledge, ideas and warm personality in his new role, where he will continue to help us to fulfil our business growth and ambitions.”

Ifor Evans said: “I am delighted to have been appointed as Group Chief Technology Officer of Allwyn. The company’s commitment to social impact is evident across its global footprint. I look forward to helping the team to develop even better lotteries and new game formats through the power of cutting-edge technology and future thinking.”

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