How to increase your online casino's audience

Global iGaming software developer and aggregator Slotegrator shares key points and insights on how to attract online casino players and minimize churn in a new comprehensive analysis by Ayvar Gabidullin, Business Development Manager.

In an increasingly competitive market, it is vital for an online gambling business to constantly develop, and a well-designed marketing strategy is one of the keys to success. 

With the right strategic marketing tools, a potential player can be turned into a lead. In order to maximize your conversion rate, you need to know which marketing tools are the most effective at each stage of the client’s lifecycle. 

Step 1 — Attracting new users’ attention

The client journey begins with catching the potential new player’s eye — creating opportunities for him to come across your project’s logo and get acquainted with your brand.

First, you need a recognizable brand. A striking logo will simplify the task of promotion — players will respond better to marketing materials and be more likely to go to the site and register 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’s become very widespread in the world of gambling.

You can also look for topics and events that intersect with the interests of your target audience. Then the implementation of the marketing strategy will have the maximum effect. For example, the online casino target audience is deeply interested in blockchain and cryptocurrencies, so bitcoin conferences are a great opportunity to draw attention to your brand.

An especially important component of a successful marketing campaign is SEO optimization. A well-optimized site can land on the first page of search results — in many eyes, the only page that matters.

In addition to organic traffic, gambling sites use paid ads. 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 expand your reach. The information they collect allows you to set up targeted advertising to help your ads appear before 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. Generally, operators only compensate affiliates for valuable conversions — players who make deposits and play.

Step 2 — Building the relationship

Once a potential player lands on your site, they become a lead. The user's first contact with your site should form a lasting, positive impression. A quality front-end, user-friendly UX and site navigation, and a smooth registration process — all of these are critical.

Game content plays a special role — it’s the core of the site and an effective tool for attracting players. Operators should cover their bets by offering as many different types of gaming as possible. The easiest way to offer players what they want is APIgrator, which in one click allows you to integrate more than 7,000 games from more than 100 licensed industry developers into a gambling site. APIgrator includes every form of game imaginable: slots, live dealer games, poker, virtual sports, card, and casual games.

New operators should carry out an in-depth analysis of their target market; many outsource the task to industry experts. This will help ensure they are investing in the right content.

And, of course, don't forget the welcome bonuses. They motivate players to complete registration and make their first deposit. Most often it is a percentage of the first deposit, but sometimes bonuses also include free spins.

Step 3 — Fostering loyalty

Customer retention is the foundation of long-term success. Retaining a current customer is cheaper and easier than attracting a new one.

If they’re going to stay on your site for the long haul, players will need a steady diet of fresh game content. Make sure that your iGaming site has a large selection of games and new game content is released periodically. Add new games depending on the market and monitor their quality. Advertise them on the main page of the site so players know when there’s a new game available.

Bonuses are a great tool for player retention. They help to 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 who are on a losing streak. The new platform from Slotegrator, which was released on May 16, includes an improved bonus module. The feature allows online casino operators to independently manage bonuses and add them to their platform.

Take advantage of gamification opportunities — for example, periodically hold tournaments. Remember that a good reputation pays off. PR, remarketing and email marketing tools are also effective for retaining players by staying at the forefront of their minds.

A high-quality backend and CRM system allow you to interact with online casino users as efficiently as possible. Information about customers that the operator can get through CRM will help build and optimize your marketing strategies.

Develop loyalty programs — they motivate players to stay on your site and give them confidence that their benefits will increase over time. To achieve maximum impact, successful companies have entire teams that work with regular and VIP clients, create bonuses, and define player segments.

Take care of your players with high-quality customer service — any issue a user might have should be resolved quickly and in favor of the client. 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 launch an iGaming project and are already thinking about how to get started on your marketing, you can download this e-book from Sotegrator for free. This is an online casino promotion guide that will help you build an effective marketing strategy and choose the right tools.