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How Do Igaming Platforms Develop Their Online Presence?

Adnan
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There’s no getting awaya from the fact that the iGaming business has come a long, long way from its first beginnings.

And, just as the sites themselves have become more and more sophisticated, so have the marketing techniques being used to promote them.

Gone are the days of simply using a few banners ads to drive traffic. In an increasingly competitive environment in which literally thousands of sites are vying for business, their marketing needs to be more sophisticated than ever. It also needs to incorporate a number of different strands which complement each other.

It all starts with SEO

The key challenge that any iGaming site faces is actually being found online. To achieve this, one of the most crucial aspects is to appear high up in the search engine rankings. At the very least they need to appear on the first page – research into Google has found that fewer than 0.7% of people will go on to the second page in a search.

There are various ways that an iGaming site can get a prominent ranking and the first of the is the good, old traditional use of key words and phrases that searchers may be using.

However Google’s algorithms have reached such a level of sophistication that this, on its own, is no longer enough.

So other techniques are now being used including producing content with backlinks to the iGaming site in question. For example, it might be an article on a general site with information about how to bet on horse racing. This uses a phrase that anyone looking for more information on the subject might well type into their search engine. So, not only will it lead them to a relevant article, it will take them to the iGaming site itself.

Technical matters too

Google also now takes into account how well a site has been programmed in assessing where it should appear on a ranking. For this reason, most iGaming businesses spend a great deal of time and money ensuring that their landing page is fully optimised.

There are many elements to this ranging from how quickly a site loads to how well it has been coded.

Once everything is in place you can be 100% certain that iGaming operators also pay very close attention to Google Analytics and continually tweak their approach.

Affiliates, bonuses and promotions

It’s a well-known fact that nothing attracts new customers quite as effectively as a special offer or a bonus. And it’s also something that iGaming operators have got down to a fine art.

These offers take various forms that range from free spins on slots games to matching players’ initial deposits up to specified limits.

One of the most widely used methods of publicising these offers is though striking up a relationship with an affiliate site.

These are review sites which allow would-be players to compare the various different offers being made by the different iGaming operators as well as offering information about the sites themselves.

Anyone wanting to claim an offer simply has to click through to the operator’s site that appeals to them most and the affiliate site receives payment for each new player they introduce.

It’s a relationship that benefits both parties and, without affiliate sites, iGaming operators would have far fewer players than they do today.

Harnessing the power of social media

Social media is also something that has grown up alongside sectors like iGaming. It’s also a tool that is proving to be highly effective in promoting sites.

In common with many business areas, the use of influencers has proved to be a real game-changer for many iGaming businesses. It has also helped them to attract a younger demographic than the one generally associated with casinos and gambling.

Add to this a presence on sites like Facebook, Instagram and even Linkedin and it all adds to the brand recognition of names from the iGaming sector. It also offers them the opportunity to run promotions and to publicise the welcome bonuses that have already been mentioned.

Driving online via offline

While much of the marketing drive is, quite understandably, online, there’s also an important role to play for offline advertising and promotion too.

This can take many forms from lavish TV campaigns featuring well-known celebrities to the sponsorship of sports teams in countries where this is permitted.

One only has to look as far as the UK’s soccer Premier League to see the influence of iGaming and other gambling operators, most of whom also now have sportsbooks to promote.

So it’s certainly a multi-pronged attack that the iGaming has adopted in order to carve out a very visible online presence. As competition grows fiercer over time, it also sure to become even more complex – and with even more strands to be considered.

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