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Strategies for Marketing Success in the Gaming Industry

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Unlike before when hardcore gamers from Portugal were the only feasible market for gaming companies, casual gamers today spend more on gaming than any other demographic. To meet this rising demand, Portuguese game development companies are sprouting up with bigger and better games while online casinos are always striving to market better and stay ahead of the competition

Guest author Martim Nabeiro (more about the author) takes a look at top marketing strategies being used by gaming operators in their ever competitive gaming industry.
Strategies for Marketing Success

While it is great to see the Portuguese iGaming market grow exponentially, gaming operators and developers have to face stiff competition and this puts them under a lot of pressure. For developers, not only must they create a great game, but they must also ensure that their game stands out enough to garner a dedicated fan base.

For casino operators, they have to ensure that players are aware of their offering and differentiate it successfully from the rest of the competition. All of the casinos online that cater to players in Portugal are always experimenting with different marketing strategies to see which one sets right with their set of players.

We take a look at some of the most effective video game marketing strategies and tools you can use in the gaming industry.

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Involve Yourself with Gaming Podcasts

Portuguese podcasts are long-form audio programs that have become mainstream during the pandemic. Perfect for game creators who want to reach a more refined or serious player base, podcasts generally cater to audiences older than typical gamers.

If your game’s appeal lies in its complexity, storytelling, or originality, podcast audiences from Portugal should help in reaching this demographic. Indie games will definitely benefit from a podcast-dominant marketing strategy, as it gives game creators space to layout their design philosophies in detail to hook similarly-minded gamers.

 

Maintain a Strong YouTube Presence

If you want your game to gain traction among a large cross-section of gamers, you really should set up your own YouTube channel.

A YouTube presence for game creators is, quite simply, indispensable in this day and age. Most gamers from Portugal are enticed by great graphics – where better to showcase your game’s qualities than in a medium that is almost synonymous with video?

Casual Portuguese gamers enjoy watching YouTube videos for entertainment, while more serious gamers use YouTube to get an idea on the graphics as well as the smoothness of the game’s performance in a real-world setting.

A bonus of having a strong YouTube presence is that you can use Google’s advertising services to reach gamers who are already primed to look for upcoming games. You can easily loop back these viewers to your channel, where they can learn more about your titles.

 

Send Review Packs to Reviewers and Review Websites

With an overwhelming number of options available, most gamers from Portugal today rely on reviews to sort out the games they might be interested to try. Individual Portuguese reviewers or review websites often have an existing fan base that you can reach by ensuring that your product is reviewed.

Of course, a positive Portuguese review is always better than a negative one, but what’s really important is that the review is perceived to be genuine. Creating an objectively great game certainly helps – past that, you will have to prepare a “promo kit” of sorts to help reviewers see your game the way you do.

Since reviewers typically review more than one game at a time, you can help them by sending a great game marketing proposal that highlights the best aspects of your title. You can also send them a special promo code to offer their readers. Similar to how a casino promotion works, video game promo codes entice players to try out a game at a discount.

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Compliance

 No matter what marketing strategies you use in Portugal or which marketing company you hire, you need to ensure that all of your marketing campaigns comply with Portuguese gaming regulations in the market that you are servicing.

Countries like the UK, Spain and Portugal, for example, have imposed stringent regulations on the online casino industry in recent months. This is to protect players from being exploited by iGaming operators during the COVID-19 pandemic. The last thing you want to do is ignore all of these restrictions and launch a marketing campaign that is successful but short-lived. You will also end up being hit with a heavy fine.

If you take Portugal, where the online gaming scene is still young, politicians have enacted broad limits on ads for online gambling games. We suggest not mentioning the pandemic at all while marketing your game online to avoid pitfalls associated with online gambling marketing tactics.

 

Conclusion

Just make sure that you or the marketing team you hire are fully aware of the advertising and marketing regulations before you launch any campaign.

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Compliance Updates

Gammix Limited slams “outrageous and unsubstantiated” €19.7m KSA penalty

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The operator vows to fight on all fronts against the Dutch regulator’s ‘unjust’ ruling.

Gammix Limited has announced its intention to contest the “outrageous and unsubstantiated” penalty handed to them by the Netherlands Gaming Authority (KSA).

In response, Gammix stated that the record €19.7m penalty imposed is based on “falsified data, extreme inaccuracy and highly suspect mathematics”.

In the ruling the regulator said that Gammix was adjudged to have allowed online gambling access for Dutch consumers, as well as not requiring age verification upon sign-up – something the company wholeheartedly disputes.

Gammix reports that accounts used to access its sites during the investigation were created in Luxembourg, with deposits made via credit card. Gammix added that such action violates the sites’ terms and conditions, specifically the provision of false information upon sign-up.

The operator asserts that the penalty, totalling €19,679,000, has been calculated using figures from a proprietary web-traffic aggregation service and a multiplier of 240 Euros per click. Gammix believes this would show turnover that doesn’t exist.

Furthermore, Gammix strongly condemns the KSA’s “mystery shopper” style of investigation, which, the operator states, is an unjust basis for this record-breaking penalty.

Phil Pearson, Director of Gammix Limited, has vowed to “fight on all fronts until it receives an apology and retraction!.

He said: “The KSA has imposed upon our company a penalty that is both outrageous and unsubstantiated. Now that we are able to talk openly about the case, we can confirm that we are fighting on all fronts as, to us, this is an extraordinary and unnecessarily heavy-handed action from a regulator that many already regarded as unapproachable.

“When we received the first notice of a possible penalty, we reached out to them to say we have blocks in place. We also asked for any information they had that was material to the investigation, to ensure we remained in compliance with all guidelines  – a request they appeared to ignore. Our lawyers also approached the regulator, in writing, to gain more information, but again no response was forthcoming.

“We had enabled a block on Cloudflare for any Dutch IP, we have no Dutch language or direct Dutch payment methods, and categorically do not target Dutch traffic. If affiliates list any of our brands on Dutch-facing sites, we cannot be held responsible for those promotions. However, once players reached the end site, they would not be able to register an account.”

Pearson concluded: “This fine is an absolute joke, and we will contest this in every possible way, at every possible turn. We will only rest once this outrageous penalty has been rescinded and we have received the apology we deserve.”

 

 

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MiFinity Recognised for Information Security Excellence with ISO 27001 Certification

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MiFinity, an award-winning eWallet provider, proudly announces the achievement of ISO 27001 certification, a testament to its unwavering commitment to safeguarding sensitive information.

The attainment of ISO 27001 marks a significant milestone in MiFinity’s journey, underscoring its dedication to maintaining the highest standards of information security management. Following months of rigorous assessment and preparation, the payment services company has successfully demonstrated its adherence to the internationally recognised criteria, ensuring the confidentiality, integrity and availability of information across all operational domains.

The Chief Executive Officer for MiFinity, Paul Kavanagh, emphasised the significance of this achievement, stating: “Attaining ISO 27001 certification underscores MiFinity’s commitment to preserving the integrity of data and maintaining robust information security protocols across our operations. By doing so, we will further strengthen our resilience and ensure the ongoing protection of our valuable assets. I extend my sincerest congratulations to our entire team for their collective efforts in realising this significant milestone, which reflects our relentless pursuit of excellence.”

The Information Security Manager for MiFinity, Alan Ludden, commented further on this achievement, stating: “ISO 27001 certification not only validates our proactive approach to managing information security risks but also reinforces our credibility and trustworthiness in the eyes of our customers, partners, merchants and stakeholders. It positions us as a reliable custodian of their confidential information, further enhancing our competitive edge in the payments market. This was a team effort and wouldn’t be possible without the dedication and collaboration from across the company.”

ISO 27001 is the internationally recognised standard for information security management. It provides a framework for organisations to establish, implement, operate, monitor, review, maintain and continually improve an information security management system (ISMS). By implementing its best practices, organisations increase their security posture protecting them from cyber threats and enhancing data protection.

Looking ahead, MiFinity will continue to uphold the principles of ISO 27001, continuously improving its information security management system and staying abreast of emerging threats and best practices.

For more information about MiFinity and its ISO 27001 certification, please visit www. MiFinity. com.

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French Publisher TapNation tops Financial Times FT1000 list of Europe’s Leaders in Tech Media

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TapNation, a Paris-based leading mobile app publisher has been identified in the FT1000’s ranking of fastest-growing companies in Europe. TapNation, known for its work in the mobile app and gaming space, has ranked in the Top 14 of companies according to FT1000’s data provider Statista. Among the Media and Entertainment categories, TapNation has secured the number 1 ranking among all companies across Europe.

This announcement falls on the heels of a recent announcement that TapNation was also the Top ranked company of the esteemed Les Echos “Champions de la Croissance 2024” French ranking, representing the fastest-growing businesses in France. These accolades underscore TapNation’s commitment to innovation, growth, and excellence in the competitive mobile app industry.

A Leader in Mobile App Entertainment

These two recognitions followed a 2023 year of enormous growth for TapNation, which began with their selection for the French Tech 120 program, a government program that scales up promising new start ups within France’s tech space.

Additionally, earlier in January of this year, TapNation acquired UAHero, a leading monetization and user acquisition platform, as a subsidiary to diversify their presence in the mobile market. And even more recently, TapNation announced a 15M€ fundraising before signing a partnership with the Web3 platform Immutable to deliver new Web3 functionality for their player base.

“We are immensely proud of the work we’ve been able to accomplish over the last year,” says TapNation Co-founder , Hervé Montoute. “We are honored to be recognized as the Top ranked French company for business growth, and how that ranking reflects in our position within the broader European market. 2024 is on track to be our best year yet, and this distinction reflects the hard work of our teams and our dedication to excellence.”

“This distinction also supports the growth of France’s domestic game and entertainment industry, as we are deeply committed to supporting growing studios both domestically and beyond.”

As of 2024, TapNation games have surpassed over a billion downloads worldwide across multiple markets and genres.

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