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How to Attract New Users to Your iGaming Product

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Reading Time: 5 minutes

 

Author: Anna Zhukova, Team Lead (iGaming) at Famesters 

 

Acquiring new users to the iGaming platform, either online casino, betting platform, sweepstakes, lottery or any other product has always been challenging, because the market is incredibly demanding and competitive. And it’s skyrocketing: world gambling statistics show that around 26% of the population gamble. That means around 1.6 billion people worldwide gamble and 4.2 billion gamble at least once every year. Impressive, right?

This is why iGaming brands constantly test new communication channels to acquire new users. And they want these channels to bring real and measurable performance.

According to the BuzzGuru research, 80% of marketers find influencer marketing effective.

 

Influencer marketing is still considered to be a quite young, but the performance it brings for brands (especially in the iGaming vertical) is tremendous. In this article, we will delve into the strategic use of influencer marketing to drive growth for iGaming products.

Understanding the iGaming Audience

Understanding the target audience is one of the essential things for every business. The potential users for iGaming products are incredibly diverse, spanning various age groups, genders, and geographic locations; and are multifaceted: from avid gamers seeking immersive experiences to casual players looking for a quick thrill.

For example, as for betting, men make up about 90% of the audience, but lately, more and more women are becoming interested in this activity. Both men and women tend to bet the most between the ages of 22 and 35: at this age, people start earning their own money and are more likely to make thoughtful bets, treating them as investments.

In general, iGaming brands primarily target solvent adult males, aged 18-45. The content that is used to reach out to this audience primarily revolves around male interests as sports, entertainment, lifestyle, gaming. So tailoring strategies to cater to these preferences is key to attract and resonate with your target audience.

The Power of Influencer Marketing in iGaming

Attracting new audiences to iGaming products is not so easy as it seems to be: one-size-fits-all approaches fall short in this niche. In a world where attention is a commodity, influencer marketing offers a way to captivate the hearts and minds of potential users. Why? It’s simple. The answer lies in the deep trust and connection that influencers cultivate with their followers: 92% of consumers trust influencers’ recommendations.

Through influencer partnerships, you gain access to a network of individuals who have already demonstrated an interest in iGaming, thereby significantly boosting the chances of attracting new users. Besides, active social media users are the ones who are keen to earn while playing.

9 out of 10 iGaming brands leverage influencers to expand their audiences and get new deposits. One notable example here is 1xBET with its enormous budgets for influencer marketing. According to BuzzGuru analytics, annual influencer marketing expenses are estimated up to 3.71 M.

 

 

Crafting an Effective Influencer Strategy

Creating an effective influencer strategy for your iGaming product involves a strategic blend of art and science. The process begins with identifying the right influencers who align seamlessly with your brand’s values, niche, and target audience. Seek influencers who are genuinely passionate about iGaming and resonate with the preferences and behaviors of your potential users. Look beyond follower counts; prioritize engagement rates, content quality, and the influencer’s ability to connect authentically with their audience.

Once you’ve identified potential influencers, the next step is negotiating partnerships and compensation structures. Keep in mind that influencers invest time, effort, and their personal brand into the collaboration. Approach negotiations with transparency and fairness.

Compensation can vary and may include monetary payment, product offerings, affiliate partnerships, or a combination thereof. An advice here is not to provide prepayment, pay after the integration is released. Additionally, ensure that both parties have aligned expectations regarding deliverables and timelines. A carefully crafted influencer brief will help in this regard.

Remember, the key to a successful influencer strategy lies in building genuine relationships. Establish open communication and foster a collaborative environment where influencers feel valued and empowered to contribute their creative input. By aligning your brand’s objectives with the influencer’s authentic voice and creative approach, you’ll craft a partnership that resonates with their audience and drives user acquisition for your iGaming product.

 

Creating Compelling Campaigns

Creating captivating influencer campaigns in the iGaming industry requires a careful balance of creativity, authenticity, strategic messaging and native integration. Here are the tips that will help prepare a successful launch:

  1. Tip #1: Consider collaborating with those influencers who already performed well. Selecting creators to collaborate with is the most difficult step for many marketeers. And, at the same time, it is one of the most important. You can do research by yourself or use the list of trustworthy creators from YouTube and Twitch prepared by Famesters.
  2. Tip #2: Check influencers’ statistics twice. Creators often fake their statistics (especially in narrow niches) regarding their audience’s age and gender. Double-check it or even ask to make a video recording of their stats—it’s much harder to fake.
  3. Tip #3: Think about your ad message thoroughly. Develop creative concepts that align with both your brand and creators’ unique style, share your vision, but do not be very strict – let them do their job. Consider integrating gameplay demonstrations, challenges, or interactive elements that showcase the excitement and features of your iGaming product, give promo codes or provide other bonuses to additionally stimulate the audience.
  4. Tip #4: Authenticity is important. Highlight the advantages of your platform but make the message as clear and transparent as possible. Do not guarantee the win and never mislead. Instead, encourage influencers to share their personal experiences, opinions, and excitement about your iGaming product. Authenticity fosters trust, and when users perceive that the influencer truly enjoys and endorses the product, they’re more likely to engage it and explore your platform.
  5. Tip #5: Do not be afraid to rely on the opinions of influencers. They understand their audience best, so they can offer valuable insights and help make the advertisement more engaging and personalized.

 

Tracking and Measuring Success

 

In the iGaming industry, marketing campaigns typically focus on three crucial metrics: sign-ups, deposits, and, for sure, return on investment (ROI). However, measuring influencer marketing outcomes could be challenging compared to more straightforward methods, like Facebook ads.

While we can rely on average conversion rates, influencer promotions often have the potential to go viral, delivering better-than-expected results.

Staying Ahead in the iGaming Landscape

The iGaming industry is a dynamic and ever-evolving landscape that demands constant adaptation and innovation due to the rapid shifts in user preferences. While influencer marketing can undoubtedly be a game-changer, maintaining a competitive edge requires a commitment to staying ahead of the curve.

Embracing Innovation: To stand out amidst the fierce competition, continuously seek innovative ways to engage potential users. Whether it’s introducing new game mechanics, incorporating virtual reality experiences, or hosting interactive events, innovation sparks curiosity and keeps your iGaming product fresh and exciting.

Navigating Emerging Trends: Trends and tactics are in constant flux. New platforms, content formats, and engagement strategies emerge regularly. And as an iGaming platform striving for consumers’ attention, staying updated with these trends is crucial. Monitor social media platforms where your target audience congregates, experiment with different integration formats, and adapt your influencer strategy to resonate with evolving preferences.

Crossing Over Boundaries: Consider cross-industry collaborations and partnerships. Integrating elements from adjacent entertainment sectors, such as e-sports or live streaming, can add a unique dimension to your iGaming product. These collaborations introduce your brand to new audiences while catering to the diverse interests of iGaming enthusiasts.

Leveraging Data and Insights: Leverage data analytics to gain insights into user behavior, preferences, and engagement patterns. This information helps you tailor your influencer campaigns and refine your iGaming product to align with user desires. At Famesters, we use our own-developed AI BuzzGuru to create strategies based on data and analytics only. And constantly test. This approach helps get the highest possible performance.

In the fluid and competitive iGaming market, those who innovate and adapt are the ones who capture the attention of potential users and establish a lasting presence. By combining strategic influencer marketing with a commitment to innovation, you’re poised to excel in this dynamic landscape and forge a path to sustained success.

Industry News

iGB L!VE announce LaunchPad, a new feature for start-ups with ‘innovation in their DNA’

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Industry professionals attending July’s edition of iGB L!VE will have access to a vibrant new feature which will showcase ground-breaking tech and innovation courtesy of the brightest start-ups and small businesses in gaming.

The iGB L!VE LaunchPad (Pulse Stage: 18 July 16.30hrs – 18.00hrs) will feature five companies to present their innovations to a panel of judges with each presentation followed by a probing Q&A session designed to interrogate the viability and commercial prowess of each product pitch.

Introducing the new feature Portfolio Director Naomi Barton, said: “iGB L!VE is constantly evolving in order to meet the business needs of stakeholders. The research programme that we undertake with customers has consistently highlighted a shared desire to always be ahead of the curve, being the first to access the very latest innovations from the start-up community is part of what iGB L!VE 2024 will deliver.

“In addition, we want to provide a platform for new talented businesses to grow by giving them extra exposure in front of an influential C-Level audience of industry investors and influencers.

“The top five products will be hand-selected by the iGB L!VE team and invited to present from the Pulse Stage. In order to help these businesses, we are providing cash prizes of £5,000 for the winner, £2,500 for second place and £1,000 for third.”

She continued: “We will be giving the feature an authentic iGB L!VE twist with the emphasis on competitive fun. To ensure this, I am delighted to confirm that 25+ year industry veteran and non-exec Clarion Gaming Chairman Michael Caselli has agreed to be our MC and will also head a panel of judges drawn from across the iGB L!VE community of industry professionals, investors and sponsors.

“Start-ups and small businesses which have innovation in their DNA can sign up for iGB LaunchPad at igblive by the 28 June deadline.”

iGB L!VE is the home of the igaming community and the only event that connects the leading igaming affiliates, operators, tech vendors, game providers and suppliers in order to maximise performance and drive tangible business growth in the following 12-18 months. iGB L!VE, which is the fastest growing igaming event, delivers unparalleled business opportunities with attendees having free access to in excess of 300 exhibitors and sponsors occupying 21,000+ square metres of gross space, a figure which is 35% higher than in 2023.

For more information on iGB L!VE (16-19 July 2024: Expo Days 17-18 July) and to register for free visit: igblive website

 

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Industry News

Ortak x B.F.T.H. Arena Awards 2024 Features Mr. First Ray by Endorphina

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The Ortak x B.F.T.H. Arena Awards 2024 welcomes Endorphina among other top game developers with its Mr. First Ray, a mystical slot game that captures the essence of dawn.

This year’s competition has seen an unprecedented increase in participation, receiving over 100 submissions from more than 70 developers involved in the innovative Ortak initiative. This platform not only promotes collaboration and innovation but also integrates gaming stakes with NFTs on the Bahamut blockchain, thereby broadening investment prospects in the iGaming sector.

Mr. First Ray transports players into a world where each spin can lead to magical wins and enchanting surprises, making it a standout in this year’s entries. As the event approaches, excitement mounts among industry professionals keen to explore this showcase of creativity and excellence in game development, scheduled from July 1 to 4.

Hosted by BetConstruct, the B.F.T.H. Arena Awards provides a prestigious platform for developers to exhibit their creativity and compete for a share of the substantial 3,333,000 FTN prize pool. This year, the event has broadened its scope, introducing new award categories to further celebrate innovation in gaming.

The culmination of the event will see the winners announced at the B.F.T.H. Arena x Harmony Meetup V, ensuring an exhilarating experience for all attendees.

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Industry News

SPOTLIGHT SPORTS GROUP TO PROVIDE EURO 2024 CONTENT HUBS FOR LEADING BOOKMAKERS

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SPOTLIGHT SPORTS GROUP SUPERFEED IN-PLAY CONTENT PROVEN TO INCREASE BETTING ENGAGEMENT BY 20%
Reading Time: 2 minutes

 

Spotlight Sports Group (SSG), a world-leading technology, content, and media company specialising in sports betting, has partnered with both William Hill and Betfred to deliver content hubs for Euro 2024.

The upcoming international tournament provides a prime opportunity for operators to generate revenue, and Spotlight Sports Group assists in that right through industry-leading content hubs. SSG Content Hubs allow sportsbooks in any territory the chance to offer a premium and rich content experience, without the technical burden.

The end-to-end product and content solution provided by SSG includes expert editorial, data and statistics that are delivered across multiple formats and customisable for individual bookmaker websites. Designed and created in-house, the specific event hubs allow customers to provide interactive betting experiences, compatible across all devices and include live odds and add-to-bet-slip functionality.

In addition, the content hub provides a Best Bet widget that features daily accumulators and Bet Builder picks, as well as the best daily offers and enhanced odds from the bookmaker partners. Video tipping content is also available for every match, as is a scouting report for every team and every fixture, highlighting the most popular players for Bet Builder selections.

Lee Phelps, William Hill Spokesperson said: “The Euros is one of the biggest tournaments around for bettors, and having Spotlight Sports Groups content hubs, means we can provide a real experience for our customers throughout the tournament with editorial, bet prompts and data”.

Mark Hartley, Head of Sports Product at Betfred, was similarly pleased with the deal: We’re delighted to partner with SSG ahead of Euro 2024. We’re excited by the opportunities it brings to us ahead of one of our busiest periods of the year as a bookmaker.”

Sam Houlding, Spotlight Sports Group’s Managing Director of B2B, has shared his excitement at partnering with two of the UK’s leading bookmakers: “It’s great to have two of our key partners taking our content hubs for the biggest tournament of the year. Our content has a proven record of driving revenue, and as it is available in any language globally it appeals to customers all around the world”.

Spotlight Sports Group’s Content Hubs are proven to drive revenues with a rich content experience for betting audiences.

 

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