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Maximizing ROI in iGaming: A Deep Dive into Non-Standard Geo-Targeting Through Influencer Marketing (Part 1/2)

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Here’s a quick take on influencer marketing in iGaming: it’s all about making waves in the digital world. Popular social media stars teaming up with iGaming brands make them not only well-known, but also more trustworthy. Influencers have got the followers, the trust, and the know-how to get people excited about gambling and betting online. In this article, Anna Zhukova, Team Lead of iGaming vertical at Famesters will delve deeply into smart influencer marketing strategies for this business vertical. 

Here are some of the key components of influencer marketing for iGaming brands:

  • Engaging the Crowd: Influencers are superstars at grabbing the attention of different players – from those who play just for fun to the serious high rollers.
  • Building Trust: When an influencer gives a thumbs-up to a game or a particular online casino, their followers listen. It’s like having a friend recommend your favorite new game.
  • Finding the Right Fit: Picking the perfect influencer is key. They need to align with what the iGaming brand is all about.
  • Staying in the Lines: iGaming has got rules. Influencers need to play by them to keep things cool and compliant.
  • Performance Metrics and ROI: Tracking the success of influencer campaigns through metrics like reach, engagement, and conversions is crucial. This data helps in refining strategies and ensuring a high return on investment.

 

In short, influencer marketing in the iGaming industry is a trust-building powerhouse: it is a nuanced and effective approach, leveraging the power of influential personalities to build brand trust, engage diverse audiences, and drive business success within a regulated framework.

And here’s another great power that influences the final results of an influencer marketing campaign: geo-targeting. It’s about hitting the right audience, in the right place, at the right time. Here’s why you can’t do iGaming marketing without geo-targeting:

  • Audience Segmentation: It’s all about hitting the sweet spot with each region’s unique gaming tastes and cultural vibes. Tailoring content to specific areas means more impact and appeal.
  • Regulatory Compliance: Different areas, different rules. Geo-targeting keeps campaigns on the right side of the law, dodging legal headaches.
  • Localized Content: This is where you speak their language, literally. You have to adapt to local dialects, cultural hooks, and region-favorite games to ramp up engagement and conversions.
  • Cost Efficiency: It’s about smart spending. Better focus your efforts where they count, avoid wasting resources, and watch your marketing budget deliver more.
  • Data-Driven Decisions: You can use geo-targeting data to get the lowdown on what works where. This insight sharpens resource allocation, boosting your ROI.

Understanding the iGaming Industry

The iGaming industry, encompassing online gaming and betting platforms, has witnessed exponential growth in recent years. A surge in digital technology adoption and the rise of mobile gaming have been pivotal. The industry’s growth trajectory is marked by technological advancements, expanding into new markets, and an increasing acceptance of online gaming as a mainstream entertainment option. This evolution has opened doors to vast opportunities but also posed unique challenges.

According to Statista, the global iGaming market is expected to reach a revenue of more than $107 billion in 2024.

Traditional marketing methods in iGaming face several hurdles. The biggest is the evolving regulatory landscape, with different countries imposing varied restrictions on gaming advertising. Additionally, the traditional one-size-fits-all approach struggles in a market where gamers’ preferences are as diverse as their geographical locations. There’s also the challenge of ad fatigue, where conventional advertising methods no longer capture the audience’s attention as effectively.

To navigate these challenges, the iGaming industry is turning towards more innovative, targeted, and engaging marketing strategies. Personalization and use of data analytics are becoming increasingly important. Brands are now focusing on creating more immersive and interactive marketing experiences that resonate with their audience on a deeper level.

Influencer marketing is now one of the most powerful tools in the iGaming industry. It leverages social media influencers’ reach and credibility to promote betting and gambling platforms and products. This approach taps into the influencers’ engaged audiences, offering a more authentic and trustworthy promotion method than traditional advertising. Influencers can create content that resonates with their followers, whether it’s through live-streaming games, tutorials, or reviews, thus providing a more organic and engaging way to introduce products to potential customers.

Statistics underscore the impact of influencer marketing. For instance, 66% of marketers using it say that influencer-generated content performs equally or better than branded content. Also, on average, brands earn $5.78 for every dollar spent on influencer marketing.

Understanding the iGaming industry today means recognizing the shift towards more innovative, personalized, and influencer-driven marketing strategies. The industry’s growth is paralleled by the evolution of marketing techniques, with influencer marketing standing out as a key player in engaging and expanding the iGaming audience.

Non-Standard Geo-Targeting

First, you need to understand the tiers in global market segmentation. There are three of them. Understanding the economic and audience characteristics of different tiers is crucial for effective global marketing. Each tier offers unique opportunities and challenges, and selecting the right one depends on a company’s budget, target audience, and industry regulations.

Tier-1 Countries: The Premium Market

  • Characteristics: These are the most developed countries with strong economies and a wealthy audience.
  • Why They’re Attractive: Businesses target these regions due to the high purchasing power of the audience. This means greater potential for sales and revenue.
  • Consideration: Advertising in these countries can be quite expensive. Brands should be prepared for higher marketing costs.

 

Tier-2 Countries: The Balanced Choice

  • Characteristics: These are developing countries. Their economies are well-developed, but the audience’s purchasing power isn’t as high as in Tier-1 countries.
  • Why They’re Attractive: They’re a strategic choice for businesses seeking a solvent audience without the high costs associated with Tier-1 markets.
  • Ideal for Certain Industries: Tier-2 countries are particularly suitable for advertising sectors like betting, forex, and binaries, which might be restricted in Tier-1 countries.

 

Tier-3 Countries: High Reach, Low Cost

  • Characteristics: Often referred to as ‘third world countries,’ these nations have weaker economies and lower-income populations.
  • Advantages: Advertising costs are low, allowing for broad coverage even with smaller budgets.
  • Target Audience: These regions are often targeted by industries like gambling, forex, and betting. These sectors appeal to audiences seeking opportunities for ‘easy’ income.

 

Now let’s take a closer look at the peculiarities of each tier and the countries in it.

High Costs in Tier-1 Markets: A Matter of Solvency

  • User Solvency and Payback: In Tier-1 markets, users generally have higher purchasing power, which can lead to better payback for businesses. However, this comes with its own set of challenges.
  • Regulatory Hurdles: A significant issue in these markets is the stringent regulation around gambling products. While launching campaigns on platforms like Facebook may not require a license, working with influencers often does.
  • Licensing Complexities: Licenses such as MGA (Malta Gaming Authority) or Curacao are necessary for simply working in European countries. However, they don’t authorize advertising in these geographies and targeting users in them. Plus, obtaining advertising permissions is a very complex process.
  • Influencer Marketing Challenges: Tier-1 influencers, earning well from less risky advertising options, often steer clear of gambling promotions. Finding one willing to collaborate without a license is rare.

Businesses eyeing Tier-1 markets need to be prepared for higher costs and stringent regulations, especially when incorporating influencer marketing into their strategies. While the financial returns can be significant due to the high solvency of users, navigating the regulatory and licensing requirements adds complexity. 

In contrast, Tier-2 markets offer a more accessible and flexible environment for certain types of promotions, including those in the gambling sector. Transitioning from the complex landscape of Tier-1 markets, Tier-2 geographies present a different potential. The regulatory environment is typically less stringent, and the cost of marketing is more manageable compared to Tier-1.

In the next article, we will make it clearer how the countries from different tiers can be connected, what role influencers play in this, and most importantly – how exactly non-standard geo-targeting can be used to reach more solvent audiences with cost-effective strategies. Stay tuned!

 

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

Industry News

Jelly Entertainment enters a new chapter with the appointment of Steven Matsell as CEO

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Jelly completes C-level reshuffle

Jelly Entertainment, the iGaming B2B supplier, has appointed Steven Matsell as CEO. With over 20 years in the industry, Matsell brings deep experience, having held leadership roles as Director for GTS Plc and CEO for Leander Games, acquired by RAW in 2022.

To support the company’s continued sales success and growth, David Newstead will transition to the role of Chief Business Development Officer. In this new capacity, Newstead will focus on expanding Jelly’s market presence and driving the development of the company’s sales funnel. Matsell succeeds Newstead as CEO of Jelly, a position Newstead has held since 2020.

Newstead stated that Jelly is at “an important juncture” and praised Steven’s appointment, saying, “Steven has a great working rapport with me, aligns perfectly with the culture and character we’ve built, and has been with us from the beginning, playing a key role in driving our success. I couldn’t think of anyone better to lead us into our next growth phase.”

Reflecting on his time as CEO, Newstead shared, “It’s been an honour to watch Jelly grow into a globally recognized B2B supplier. Now feels like the right time to step aside, and I’m confident the company is in great hands with Steven.”

This move is part of a broader leadership restructuring at Jelly, with Silvio Insigne joining as CFO in June and Kim Eaglestone and Salvador Lima recently appointed as COO and CCO, respectively.

In his first remarks as CEO, Matsell expressed enthusiasm: “Stepping into this role excites me, and I’m inspired by the talented team around me. My goal is to build on the strong foundation David established, accelerating growth and new market expansion while upholding our commitment to service, relationships, and values.”

Thanking Newstead, Matsell added, “David has been key in building Jelly into what it is today. His determination and resilience have driven much of our success, and his move to Chief Business Development Officer will allow him to focus on his true strength – developing new business opportunities and nurturing international partnerships.”

With new developments underway, Jelly’s leadership is setting the stage for continued growth into 2025 and beyond.

 

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Industry News

Amusnet Italy Wins Casino Content Supplier at EGR Italy Awards

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Amusnet Italy announced that it has again been recognised as Casino Content Supplier of the Year at the prestigious EGR Italy Awards. This consecutive win, presented to the team by Marco Castaldo, CEO at Microgame, highlights the company’s exceptional contributions and leadership within the iGaming industry, solidifying its reputation as a top-tier content provider in the European market. Demonstrating its support to the Italian gaming industry, Amusnet Italy served as a Headline Sponsor at the Gala event, where Polina Nedyalkova was honored to present two awards: Operator of the Year to Sisal and Casino Operator to 888casino.

“This consecutive recognition by EGR Italy Awards is a reflection of our team’s dedication to excellence and progress in every aspect of our business. We are honoured to receive this award and remain focused on driving the future of iGaming in the region with forward-thinking solutions that create exceptional value for operators and players,” said Polina Nedyalkova, Director at Amusnet Italy.

Amusnet Italy has recently achieved several notable milestones that enhance its presence in the country. Last November, in tough competition, the company was recognised as Casino Content Supplier of the Year at the EGR Italy Awards. According to iGaming Tracker, Amusnet Italy ranks as the fourth-best casino provider (results for June 2024), marking a significant leap of three positions in the rankings. Additionally, since January, Amusnet Italy has forged nine new long-term partnerships with operators, increasing its total to over 30. The company has released 15 new games since the beginning of the year, with more games planned for release by the end of 2024, such as 5 Power Hot, 10 Glossy Hot and a special Christmas slot collection, boasting a portfolio of more than 100 certified signature and top-performing casino games.

The EGR Italy Awards is an esteemed annual event organised by EGR Global that recognises excellence in the Italian online gaming industry. Celebrating innovation and operational excellence, the awards cover a range of categories, including Best Casino and Best Sportsbook, with winners determined by a panel of industry experts. The event highlights the achievements of leading operators and suppliers. It serves as a vital networking platform for industry professionals to connect and collaborate, reinforcing the dynamic nature of the Italian gaming market.

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Industry News

MiFinity to Showcase Innovative iFrame at SiGMA 2024

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MiFinity, a leading global payment services provider, is excited to announce its participation at SiGMA 2024, held in Malta from 12 to 14 November. Visitors can find MiFinity at Stand 2012, where the team will be showcasing its award winning PayAnyBank service, and the latest version of the MiFinity iFrame and demonstrating how it helps iGaming operators acquire and retain players with a seamless, flexible payment experience.

Paul Kavanagh, CEO of MiFinity, commented: “SiGMA is a fantastic opportunity for us to showcase our latest developments and engage directly with the iGaming community. The MiFinity iFrame is a game-changer for operators looking to streamline their payment processes and enhance the player experience. We look forward to demonstrating its capabilities and connecting with both existing and prospective partners.”

MiFinity’s Business Development and Account Management teams will be on-site to discuss the new iFrame features in-depth and highlight how MiFinity can optimise payments for iGaming operators. They will also be showcasing MiFinity’s innovative suite of payment solutions developed specifically for the iGaming sector, including MiFinity PayAnyBank — a powerful tool that enables operators to send payouts directly to players’ bank accounts in multiple countries and currencies, enhancing the user experience with faster, more localised transactions and reduced FX fees.

The MiFinity Affiliates team will also be available to explain the benefits of MiFinity’s affiliate program, which offers some of the highest commissions in the industry and unique promotional opportunities via the MiFinity Bonus website.

Meet the MiFinity team at Stand 2012 at SiGMA 2024 to learn more about the company’s solutions and how they are transforming the iGaming payment landscape. Pre-book a meeting with the MiFinity team or drop by the stand during the event to explore how MiFinity can support your business.

Book a meeting here > outlook.office365.com/book/[email protected]/

 

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