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Everything To Know About Casino Marketing
The United Kingdom is one of the world’s leading advertising markets. For years, the UK’s advertising channels have thrived, with businesses spending billions of pounds to drive sales and improve competitive standing.
The digital revolution has recently shaken up the UK’s advertising sector; in 2022, the country’s digital ad market is projected to grow around 11% to reach a value of £25.84 billion.
Since 2017, advertisers in the UK’s entertainment and leisure sector have had the highest ad spend, beating the finance, food, and travel industries. ne form of advertising and marketing in the UK’s entertainment sector that businesses have mastered is casino marketing.
What Is Casino Marketing?
Like in many areas of advertising and marketing, casino marketing involves appealing to a target audience’s emotions to get them to sign-up for a platform or play certain games.
Testimonials are often catalysts in casino marketing, and so are non-gaming attractions at land-based casinos such as restaurants. These attractions help keep players on the property for longer, increasing a casino’s sales figures.
Bonuses and promotions are also used to attract players to casinos and are instrumental in casino marketing. Typically, we often see the use of these gifts and rewards in online gambling.
For example, play Paddy Power Slingo comes with a suite of bonuses and promotions, such as free hours and cash boosts for existing online customers and welcome bonuses and free spins for new customers.
These new player bonuses let customers experiment with games and build their bankroll for free. Offering some form of freebie is one of the most commonly used marketing tactics, seen largely in the brick-and-mortar retail sector and eCommerce industry.
Additionally, online casinos have rewards clubs and loyalty programs as part of their marketing strategies. Again, this is a business tactic that retailers like Tesco also use.
Building A Casino Marketing Plan
According to an article by Campaign UK, patience is vital in advertising and marketing. In part, this is because delays in technology like iOS devices have increased the time in which data is relayed to advertisers.
However, it’s also because many campaigns don’t go live until a slew of people complete individual jobs, eventually forming a cohesive plan. Patience is particularly required in casino marketing because marketing executives must determine the demand for particular products and games through market research. Creative teams must also figure out enticing ways to promote these new products, services, and fun.
This can get overwhelming, but fortunately, there are some principles marketers can follow to get started on their casino marketing plans. These principles include using data-driven insights and incorporating traditional marketing techniques with modern digital efforts such as social media marketing.
For example, without data-driven insights, casino marketing teams may not see where their current selection of games or advertisement campaigns is thriving or struggling.
Using data insights such as how long people play certain games can help marketers decide the strategies they should use in future endeavors. Likewise, even though traditional forms of marketing like billboards and radio ads are declining, research has suggested that these methods can boost engagement rates when paired with modern digital efforts like email and social media marketing. Other principles include experimenting with multiple channels and ensuring all communication efforts reflect customer needs.
Last year, the UK’s ad market skyrocketed. Reports suggest this growth hasn’t reached its climax, with ad spending in the digital advertising market continuing to increase across the country in the first six months of 2022.
Much of this growth comes from the entertainment and leisure industry, including casino entertainment. Casino marketing has proven to be a profitable avenue in advertising and marketing, and many principles have involved that translate to other fields, such as retail and eCommerce.