As emerging markets expand the full reach of igaming, the marketing sector faces new challenges in engaging wider audiences.
With deep dives into marketing strategies set to take place at SBC Summit, we spoke with Aline Oliveira, Head of PPC at ComeOn Group, to find out how marketers can “drive effective reach and revenue growth for gaming brands” with an approach tailored to multiple territories.
What are some key factors that marketers must consider when aiming to appeal to as many jurisdictions as possible?
Each jurisdiction has specific laws and regulations governing igaming. First step for marketers is to stay informed about these legal requirements and advertising restrictions to ensure compliance. Additionally, promoting responsible gambling practices tailored to different jurisdictions builds trust and credibility. Crafting a successful igaming marketing strategy across multiple jurisdictions demands a multifaceted, data-driven approach. A full-funnel strategy and a comprehensive digital media plan are crucial for success.
Traditional media, especially TV, still holds significant influence in most markets, but it has been losing viewership in recent years, while digital media consumption has been growing steadily. Digital channels can drive effective reach and revenue growth for gaming brands, especially if optimised with a mobile-first approach. Given the dominance of mobile devices among online casino and sports betting players, a robust mobile strategy, encompassing a mobile-web and app strategy, is imperative for success.
A balanced digital marketing mix starts with a top-funnel advertising strategy including social, YouTube, and programmatic ads to build brand awareness. This requires a strong brand strategy, high-quality content, relevant targeting, attractive offers and a dynamic odds feed to complement. This awareness must be supported by a comprehensive bottom-funnel strategy, focusing on Search Engine Marketing and Optimisation.
As brand queries represent over 70% of gambling-related searches in most markets, make sure to leverage on this significant traffic opportunity. The competitive gambling affiliate landscape also offers great potential. Success depends on selecting affiliates who can deliver high-quality customer acquisition, key to driving high marketing efficiency. Once this qualified traffic reaches your platform, continuous testing is essential to improve onboarding flows and conversion rates.
My years of experience in igaming has shown that bonuses are a powerful catalyst for driving large-scale user acquisition, they must be competitive yet designed to prevent fraud. Moreover, it’s equally important to analyse user cohorts and properly control bonus promotion budgets, as it is one of the most effective ways to increase return on ad spend. Beyond acquisition, the CRM strategy is key for retention and revenue growth. Personalization can significantly enhance the user experience by tailoring content based on demographic, behavioural, timing and interest-based data.
While these elements form a solid foundation, remember that each market has unique characteristics. Cultural nuances, seasonalities, local regulations and competitive landscapes must be carefully considered to create an effective and compliant marketing strategy.
What impact has Google Play’s recent regulations had on the marketing industry within gaming?
The igaming industry is closely monitoring the evolution of app store regulations, particularly regarding the Digital Markets Act. Adopted by the European Union in November 2022 and set for full enforcement by the end of 2024, the DMA encourages the emergence of alternative app stores, and regulating consent managements. Google is adapting by enhancing user consent and increasing transparency around data usage.
For advertisers, this means requesting and sharing specific consent signals with Google Ads related to advertising and personalisation. The DMA mandates greater transparency in advertising practices, including clear labelling of ads and restrictions on certain types of advertising. Limitations on data usage for ad targeting may affect the precision and effectiveness of ad campaigns.
Google now requires new consent fields: the ‘ad user data’ field indicates if a user consents to their data being sent to Google for ad purposes, and the ‘ad personalization’ field shows if a user allows personalised advertising. Advertisers must obtain and share these user consent signals with Google for any EEA traffic. This operational shift may require using a Consent Management Platform (CMP) to collect and manage user permissions. Businesses should also prepare for potentially smaller audience sizes, similar to the challenges after iOS 14’s privacy changes.
Beyond the DMA, app stores have experienced significant changes, such as stricter app quality standards and updates in app store optimisation. Additionally, Google Play has made notable progress in its gambling policies. Currently, gambling apps are allowed in 37 countries on the Google Play Store, with this list expanding in recent years to include countries like Brazil, Mexico and India.
How important is understanding local culture for presenting a strong brand identity?
Local cultural intelligence is the keystone of a successful gambling brand. Prior to entering a new market, my team and I conduct in-depth market research to gain a comprehensive understanding of local culture, competitive dynamics and regulatory frameworks.
This understanding can provide a competitive edge allowing us to offer tailored campaigns and experiences. The ComeOn brand is a great example of successful brand adaptation strategy. Currently operating in seven markets across Europe and North America, its communication is well adapted to local preferences and cultural sensitivities, meanwhile maintaining a solid global brand identity.
To thrive, operators must transcend mere market entry and cultivate a deep-rooted connection with their audience. Effective communication in the local language, including slang and idiomatic expressions, tailored to cultural nuances ensures clarity and resonance.
Can you explain the importance of analysing brand identity and marketing techniques at an event like SBC Summit? What are you most looking forward to at the event?
SBC Summit is a pivotal event for the gambling industry to converge, network and explore emerging trends. I’m thrilled to join the panel on brand identity among other marketing topics with top industry leaders.
Why analyse branding? A strong brand identity is crucial for effective gambling marketing and provides a framework for creating impactful campaigns.
At ComeOn, the brand strategy is at the core of our marketing strategy. We employ a clear messaging framework as the foundation for all our marketing efforts, ensuring consistent messaging across channels and markets. We aim to maintain a coherent brand proposition, tone of voice, slogan, style guide and headlines, reinforcing brand recognition and building trust with our users. This is possible because we have thoroughly defined our brand essence, vision and target audience. Beyond just message coherence, our brand strategy serves us as a competitive differentiator.
At SBC Summit we will be carefully analysing these topics so industry professionals can gain insights to enhance their own strategies and drive business growth. Discussing marketing strategies also helps me generate new ideas for my daily work, and I look forward to sharing insights and opportunities in this relevant panel. I’m also excited to meet friends and industry peers, hoping to build valuable collaborations and partnerships.
