Global software developer and aggregator iGaming Slotegrator shares key points and insights on how to attract online casino players and minimize churn in a comprehensive new analysis by Ayvar Gabidullin, Business Development Manager.
In an increasingly competitive market, it is vital for an online gambling business to constantly grow, and a well-designed marketing strategy is one of the keys to success.
With the right strategic marketing tools, a potential player can become a prospect. In order to maximize your conversion rate, you need to know which marketing tools are most effective at each stage of the customer lifecycle.
Step 1 — Attract the attention of new users
The customer journey begins with capturing the attention of the potential new player – creating opportunities for them to come across your project logo and become familiar with your brand.
First, you need a recognizable brand. A punchy logo will make it easier to promote – players will respond better to marketing materials and be more likely to go to the site and sign up if you’re easy to recognize.
Traditional advertising methods are often subject to legal restrictions, but sponsorships can be used to increase brand awareness without violating advertising regulations. This model of cooperation benefits both gambling brands and sports clubs and competitions, and it has become widespread in the gambling world.
You can also search for topics and events that intersect with the interests of your target audience. Then the implementation of the marketing strategy will have maximum effect. For example, the target audience of online casinos is deeply interested in blockchain and cryptocurrencies. Bitcoin conferences are therefore a great opportunity to draw attention to your brand.
SEO optimization is an especially important part of a successful marketing campaign. A well-optimized site can land on the first page of search results – in many ways, the only page that matters.
In addition to organic traffic, gambling sites use paid advertisements. There are different types of online advertising, but in the first stage of promoting an iGaming project, pay-per-click (PPC) and display advertising work best.
Social networks like Facebook, Instagram, Twitter, Reddit, Telegram, TikTok and YouTube can help you expand your reach. The information they collect allows you to set up targeted advertisements to show your ads in front of the right eyes.
One of the most effective tools is affiliate marketing. Bloggers, streamers, influencers and other content creators whose readers are the target audience of online casinos will redirect their traffic to a gambling site in exchange for a fee. Typically, operators only pay affiliates for valuable conversions – players who deposit and play.
Step 2 — Build the relationship
Once a potential player lands on your site, they become a prospect. The user’s first contact with your site should leave a lasting and positive impression. A quality front-end, user-friendly user experience and site navigation, and a smooth registration process – all of these are essential.
Game content plays a special role – it is the heart of the site and an effective tool for attracting players. Operators should hedge their bets by offering as many different types of games as possible. The easiest way to give gamers what they want is APIgrator, which in one click allows you to integrate over 7,000 games from over 100 industry approved developers into a gaming site. APIgrator includes every form of gaming imaginable: slots, live dealer games, poker , virtual sports, card games and casual games.
New operators should carry out a thorough analysis of their target market; many outsource the task to industry experts. This will help them ensure that they are investing in the right content.
And, of course, don’t forget the welcome bonuses. They motivate players to complete their registration and make their first deposit. Most often this is a percentage of the first deposit, but sometimes the bonuses also include free spins.
Step 3 — Build loyalty
Customer loyalty is the basis for long-term success. Retaining a current customer is cheaper and easier than attracting a new one.
If they are going to stay on your site long term, players will need a steady diet of fresh gaming content. Make sure your iGaming site has a wide selection of games and new game content is released periodically. Add new games based on the market and monitor their quality. Announce them on the main page of the site so players know when a new game is available.
Bonuses are a great tool for player retention. They help re-engage users who have lost interest and give them a reason to return to the site. Develop a bonus strategy based on marketing segmentation – reward active players and support those on a losing streak. The new platform of slotscraper, which was released on May 16, includes an improved bonus module. This feature allows online casino operators to independently manage bonuses and add them to their platform.
Take advantage of gamification opportunities – for example, periodically organize tournaments. Remember that a good reputation pays off. PR, remarketing, and email marketing tools are also effective in retaining players by staying at the top of their minds.
A high-quality backend and CRM system allow you to interact with online casino users as efficiently as possible. The customer information the operator can get through the CRM will help build and optimize your marketing strategies.
Develop loyalty programs – these motivate players to stay on your site and give them confidence that their perks will grow over time. To achieve maximum impact, successful companies have entire teams working with regular and VIP customers, creating bonuses and defining player segments.
Take care of your players with high quality customer service – any problem a user may have should be resolved quickly and in favor of the customer. And don’t be shy with the budget to support VIP players; the investment will pay off. Assign a personal manager to each of them to let them know how valuable they are.
If you want to start an iGaming project and you are already thinking about how to start your marketing, you can download this ebook of Sotegrator for free. This is an online casino promotion guide that will help you develop an effective marketing strategy and choose the right tools.