Gone are the days when casino games were merely the preserve of brick-and-mortar casinos. Much like every other sector, gaming has long gone digital. In Europe alone, the online gambling industry is projected to generate around €43bn in 2024. According to German data gathering company Statista, the market should reach up to 74.7m users by 2029.

Part of this success comes down to the marketing techniques the industry has been applying to great effect in recent years. So, how do casino operators keep attracting users in droves? And how can new platforms ride that wave to make a name for themselves and thrive in such a heated environment? Let’s delve into three marketing trends worth imitating.

Insightful SEO strategy

Online discoverability is key to making it in the digital world, pushing websites to invest massively in search engine optimization (SEO) to overtake their competitors online. Finding the right keywords goes a long way in ranking higher than the competition. To target the most relevant search terms, casino operators use marketing tools like Google Search Console, Ahrefs, Ubersuggest and SEMrush. Likewise, optimizing a site’s metadata and backlinking can do wonders for search engines.

Mastering the SEO game is no easy task as it requires keeping up with ever-evolving SEO guidelines. From Google to Bing, search engines constantly update their algorithms to improve the pertinence of their results. Websites big and small need to reflect these changes in their SEO approach. Going with the times also means looking into current trends and changes in consumer habits, considering new online behaviours such as voice search. Meanwhile, casino sites always need to comply with local regulations across all the markets they operate in, which translates into a business model fostering adaptability and responsiveness.

A sharp eye for innovation

Operating in an overly competitive environment can be a powerful stimulant. Many iGaming operators are quick to adapt their marketing strategies to emerging trends, just as they are quick to adopt new technologies and innovations to pique the interest of their target audience. Always the trailblazer, the online gambling industry was among the first to invest the mobile space. Over the years, most platforms recognised the needs and preferences of modern players placing convenience above all other metrics, developing ever-so-smooth graphics and user-friendly features on mobile.

Additionally, casino operators have been early adopters of blossoming technologies like virtual reality and blockchain. While many industries were struggling to figure out what is blockchain, major iGaming players went all-in on the technology. Crypto-casinos did much to bring currencies like Bitcoin and Ethereum into the mainstream. Incidentally, it is no surprise that metaverse projects like Decentraland made room for virtual casinos into their digital space, with iGaming companies trusting this risky yet daring move to bolster their brand image as tech pioneers. From AI-driven data to AI chatbots answering users 24/7, the AI revolution has also been afoot in the industry.

User-centric approach

Whether online or in the physical space, users increasingly seek validation and acknowledgment of their unique needs – one marketing facet that iGaming operators have been all too eager to exploit by analysing data to roll out personalised bonuses based on players’ profiles, online behaviour, and gaming patterns. Individual users can benefit from tailored recommendations for exploring new games or discovering freshly released titles before anybody else. They may also receive exclusive deals and casino offers. Such promotions might target high rollers and frequent players, affording them special privileges to reward their loyalty. Similarly, high-stakes gamblers may enjoy extended withdrawal limits and earn VIP status.

Newcomers also receive incentives to register on a specific platform. On top-rated platforms, newly registered users can grab no deposit bonuses. While players cannot cash out these extra bundles of cash, they can use these free credits to play a range of casino games. As such, no deposit bonuses are an effective means of allowing users to test a site’s catalogue risk-free. Players can then keep their earnings to bolster their bankroll, with casinos riding on that momentum to drive engagement and keep first-time users logging back on their accounts.

Implementing the right marketing strategies often boils down to analysing what works for the competition. In that sense, the iGaming industry encourages emulation that benefits well-established platforms and new casinos alike. Betting on flexibility, innovation, and personalisation, online casino operators manage to evolve with the times and stay ahead of the current to appeal to a broader range of players from all backgrounds and demographics.

Slots players are taken on a swashbuckling adventure as they seek to unlock the Golden Chest in latest release from Fantasma Games

Pirate Multi Coins, a 6 reel, 5 position slot, is the latest title to hit the market from the Stockholm-based developer, Fantasma Games.

Golden Multi Coins are the key to unlocking big wins and features, with a random number of Coins appearing on each spin. Coins can hold either a monetary or multiplier value, and landing five on a spin awards all values shown.

In a break from standard slots, Pirate Multi Coins features no set paylines, with wins achieved when eight or more matching pay-symbols appear anywhere on the thirty-position matrix. Each win combines those symbols into another Coin, helping trigger the Multi Coin feature. The remaining spaces are filled by an Avalanche, which is Fantasma’s proprietary take on cascading reels.

Another air of suspense comes in the form of the Golden Chest at the top of the playing area. Any Coins landed during a spin which does not trigger the Multi Coin feature are added to the Golden Chest. The Golden Chest can trigger during any base-game spin where a coin is added to the chest, which rains more coins down upon the reels, guaranteeing a Multi Coin feature.

Finally, there is also a Free Spins feature, where landing four or more Scatter symbols awards fifteen free spins. Retriggers are also available during the feature, with three Scatters awarding five more free spins, and four Scatters awarding an additional fifteen spins!

Pirate Multi Coins comes with RTP options of 86%, 94.35% and 96.08%, sits at the medium range of the volatility scale and has a max win potential of 4999.x. It features a Scatter Boost option as well as a Bonus Buy for jurisdictions where this is applicable.

Fredrik Johansson, Founder and CEO of Fantasma Games, said: “In our first venture into the quintessential Pirate slot theme, Pirate Multi Coins brings a host of great features to all types of players.

“With multiple ways to trigger our various features as well as a medium level of volatility, we hope that it really appeals to every type of slots’ fan looking to find some buried treasure.

“Pirate Multi Coins takes to the high seas in thirty-four languages across our network of amazing operator partners on April 30^th.”