iGaming & Digital Marketing

Online gambling and betting have become increasingly popular in recent years, as people around the world flock to websites and apps to place bets on their favourite sports teams, play bingo or poker, or simply test their luck at the casino. 

With a 12 percent average year-over-year growth rate projected through 2030, it’s no surprise that entrepreneurs are wanting to jump on board the global online gambling and betting market. This robust market was estimated to be worth 58.2 billion USD in 2021, and to grow to a whopping 145.6 billion USD by 2030. 

In this blog post, we’ll explore all the essential topics that any entrepreneur should consider before entering this rewarding yet challenging industry, including how to promote and market your iGaming venture online in such a competitive space.

What is iGaming?  

Simply put, iGaming is an umbrella term used for any kind of gambling, wagering, or games of chance played over the internet. This can include everything from casino games like blackjack and roulette to online poker and sports betting. 

And as you might expect, mobile wagering is becoming increasingly popular, with around 80% of all iGaming revenue now coming from smartphones and tablets. This is one of the reasons it’s growing particularly fast in Africa, where the number of 3G and 4G networks have doubled in the past five years. 

What’s behind this booming popularity? There are likely several reasons, but one big factor is that it offers players the chance to win real money prizes. This makes it especially appealing to those who enjoy gambling but don’t live near a physical casino. Plus, thanks to advances in technology, online casinos can now offer an experience that’s very close to playing at a land-based venue.

Whatever the reasons, there’s no doubt that this lucrative market is becoming increasingly tempting for investors – but it’s also an industry that needs careful research and consideration if your venture is to succeed. 

Considerations when entering the iGaming market 

Before entering the iGaming market, it’s important to understand the potential customer base and what types of games they may be interested in. Doing research into the region you want to enter is essential, as different areas often have different preferences, laws and regulations, and licencing requirements. 

Additionally, you should research existing competition and consider what strategies may help you establish a competitive edge. Given the saturation of the market, iGaming companies need an edge to differentiate themselves from their competitors, and an ongoing strategy for staying fresh and relevant. 

Depending on your product mix and target markets, offering unique bonuses, using crypto instead of fiat currency, or communicating with your audience through exclusive and engaging content could help capture and hold interest from players. 

Understanding the needs of your location, focusing on getting the right Product Market Fit, and capitalising on gaps in the current offerings will assist in giving you the upper hand on competitors when entering new markets.

Here are just some of the ways you can differentiate your iGaming brand and offer something truly unique: 

• Strategy – Establishing solid branding and marketing plans that reflect your values and attract relevant audiences can give gamers the sense of identity they desire.
• Reputation Management – Investing in reputation management is essential if you want to make sure your brand stands out among the competition – by actively monitoring and proactively responding to customer feedback and reviews, your iGaming brand will be able to differentiate itself and grab the attention of players who are looking for quality products.
• Communication – Social media outreach allows brands to communicate directly with their core audience, while influencer campaigns add credibility and trust. 
• Image – A cleverly crafted logo and specific colours may be the most visible aspects of your brand identity, but there is more to consider. Your sales literature, website designs, and even giveaways should all work together to create a cohesive yet diverse aesthetic that will ensure your iGaming brand stands out from the competition. Crafting an image that is both visually appealing and reflective of your brand’s values will not only help differentiate you from others but will also encourage more people to become interested in what you offer as they form an emotional tie with your company.
• Position – Think about what defines your brand in comparison to other competitors. From there, develop a communication strategy that conveys these points in language and visuals. Show your audience why you have an advantage, so they’ll understand what sets you apart and make the decision to choose your gambling platform over others. Positioning will give people clarity on what the brand offers, why it stands out, and the benefit they’ll receive if they use it. 
• Freshness – Having an impressive catalogue of unique and innovative games tailored to the target market will make any iGaming brand stand out from the competition.
• Vision – Developing a specific image and mission statement that accurately reflects your brand’s values will give your customers something to believe in and stick to as they try their luck with you. This also provides a sense of trust and reliability, making it easier to attract more players who are interested in being part of a larger, meaningful experience.
• Analysis – Analysis is one of the most important tools in any iGaming business’s toolbox due to its ability to give valuable insights into customer behaviour. With the right analysis techniques, businesses can identify their most lucrative customers, pinpoint areas of improvement that need attention, and customize their messaging to different segments. This offers a unique opportunity for iGaming brands to stand out by creating experiences tailored to the preferences of their target audiences. 
• Trust – Complying with regulations and having dedicated customer service teams, ensuring your players have someone to turn to with questions or complaints, can further distinguish your brand from others.
• Reach – Improving your iGaming brand’s reach can be an effective business move. To reach a bigger audience, consider creating campaigns through social media channels, optimizing your website for search engines, and exploring partnerships with other reputable websites to expand your reach. You may also want to allocate some budget for using ads or influencers. All of these actions can help you reach more people that match your target demographic and build a stronger brand understanding in the market.
• Creativity – In an ever-more competitive iGaming market, there’s never been a better time to put your creative side to use and set your brand apart from the competition. Creative initiatives such as unique visuals, engaging content and clever marketing campaigns could be the key to success in terms of customer engagement and long-term brand loyalty. Furthermore, introducing new technologies into your operations can add an incubator-like feel to your business that encourages your customers to come back again and again. Creative ideas are one of the essential elements required for a successful iGaming brand in today’s modern market. 

Choosing the right software providers

Knowing which software provider to choose for your iGaming platform is hugely important, as it can ultimately determine the success of your business. You need to consider factors such as licenses, credentials, and existing clients. Do they have necessary permits from the relevant authorities? Is their website reliable and secure? Be sure to do some thorough research on any potential providers before making a decision.

Furthermore, look for flexibility and speed in the platform along with optimization for mobile devices. You’ll need a provider that can quickly adapt to new technologies as they emerge, while still offering excellent performance and reliability. Look for providers that offer solutions tailored specifically to your needs, such as optimized solutions for mobile devices or innovative features that will set your platform apart from competitors.

It’s also important that any potential providers are able to integrate with third-party services, such as payment processing or customer service solutions. This will ensure that all areas of your business run smoothly, without any hitches or delays caused by incompatible systems or services. Additionally, make sure that any third-party integrations are secure and up to date with all necessary safety protocols.

Finally, it’s essential that any software provider you choose has excellent customer support available round the clock. You never know when something might go wrong with your system or platform – and having access to knowledgeable customer service staff can help you resolve issues quickly and easily without major disruptions or downtime. Make sure the provider has an effective risk management system in place too, as this will help protect against fraud or other malicious activity on your website.    

What payment providers will you use? 

Setting up a secure, reliable and convenient payment system for an iGaming / online gambling platform can be difficult. Players have different preferences when it comes to payment methods, so having a wide range of options is important. Of course, the more options you offer, the more complicated getting them all integrated becomes. 

You will need to decide whether you want to allow cryptocurrency or just fiat currency. Additionally, you may wish to include credit cards, debit cards and e-wallets as ways for users to pay. Choosing the right platforms that meet customer expectations can make all the difference when setting up an iGaming / online gambling platform. 

Credit cards and debit cards remain a staple as these are already favoured by customers, while e-wallets provide an added layer of security for those seeking the highest level of safety when making payments online. Finding the perfect balance between security, cost-effectiveness, and customer satisfaction will make sure you select the most suitable payment option to fit the needs of your players.

Here are the most commonly used payment platforms for iGaming sites and apps: 

• Debit and Credit cards – Mastercard, Visa (and American Express for the USA)
• E-wallets – Neteller, Skrill, EcoPayz/EcoCard, PayPal
• SA-specific payment gateways like PayFast (which notably allows payments in Bitcoin), instant EFT platforms like Ozow, and Mobicred, which offers customers a revolving credit facility. 

Licenses 

Before launching your new online gambling platform, it is important to have the required licences in place. Having these licences allows customers to trust that your business is adhering to industry standards and regulations for online gambling. Over and above this, no reputable gaming software provider will work with you unless you do. 

Licensed platforms provide access to regulated markets, where governments set out legal rules to ensure fairness and safety for its players. Additionally, having a licence increases a player’s confidence in having chosen a trustworthy source as there are measures in place to prevent potential money laundering and other fraudulent activities. This can also give you peace of mind that your business is compliant with legal requirements established by the government.

While it’s easy to see why licences are important, knowing which ones you need is a bit more complicated! In Africa especially, regulations are murky and prone to change. The bottom line is that it’s important to do your research, get legal advice, and invest in this valuable stamp of credibility early on.  

Strategies for marketing your iGaming platform 

Once you’ve launched your new iGaming platform, it’s time to get to the fun part – attracting new players! Marketing your iGaming platform is one of the most important steps in driving success. In the next section, we’ll look at the best iGaming digital marketing strategies.

Although there are many ways to promote your platform, it’s important to identify the right iGaming marketing strategies that work with your unique business model. With research into target audiences, segmentation of customer data, and focus on delivering high-quality content, you’ll be well on your way to marketing success!

iGaming SEO 

If you’re looking to promote an online gambling platform, it’s essential that you have a comprehensive understanding of the importance of SEO. Search engine optimization (SEO) is an essential part of any successful digital marketing strategy, and it can help ensure that your platform is visible to potential customers. But before jumping into SEO implementation, there are several key considerations you need to make. 

Website Structure 

The structure of your website is critical when it comes to optimizing search engine performance. Take the time to assess your website structure and consider how you can customize it to meet the needs of both your business and your players. Make sure that important pages like casino games, contact information, and payment methods are easy for users to find. This will also help improve crawlability and indexing by search engines like Google. 

CMS Considerations 

Another important consideration is the content management system (CMS) that you use for your website. Ensure that whatever CMS you choose is consistent with SEO best practices and offers features like URL customization, alt text for images, and site maps in XML format. Additionally, look for a CMS that allows you to easily integrate analytics software so you can track user behaviour on your site as well as measure ROI from SEO campaigns.  

Do It Yourself vs iGaming Marketing Agency Support 

iGaming SEO is highly competitive and requires significant effort on an ongoing basis if it is going to be successful in the long run. As such, there are two main paths available when implementing an effective SEO campaign: do-it-yourself or hire an agency with experience in iGaming websites. 

While doing it yourself may seem attractive due to its lower cost upfront, hiring an experienced iGaming SEO agency may be more beneficial in the long run since they will have specialized knowledge about what works best in this particular space. Having a reliable agency partner also helps build trust with customers who want reassurance that their chosen platform has staying power as a long-term business rather than just another fly-by-night operation.  

One thing that’s especially important to bear in mind is that because the iGaming market is so competitive, it does a significant time for organic SEO to work. On the plus side, SEO is a very sustainable way of making steady gains over time. This is another area where the experience of a knowledgeable iGaming marketing agency can pay dividends.

Social Media for iGaming platforms  

Social media has become an essential marketing tool in the world of iGaming. Every iGaming platform needs to integrate social media as part of its online presence in order to drive engagement and acquire new players. Organic content (like page updates, images and videos) can be used to build relationships with existing players, while paid campaigns can help you reach new ones. 

Organic vs paid social media marketing 

• Through organic initiatives, such as creating engaging content and responding to feedback from players, you can create a meaningful experience for your player base and increase brand loyalty. 
• At the same time, paid campaigns through targeted channels such as Facebook Ads or Instagram Ads can help you acquire more players and broaden your reach, although these strategies can be expensive. 

Restrictions on advertising on SM platforms  

Ultimately, effective use of both organic and paid social media can prove to be an invaluable asset for any iGaming platform looking to grow its audience – but it’s important to be aware of the restrictions many social media platforms place on advertising any kind of gambling offers. 

Many platforms like Meta (Facebook, Instagram and WhatsApp) have restrictions on how gambling offerings can be promoted. For example, ads and targeted content must be limited to audiences of 18 years and older, and depending on the location of your target audience and their local laws, other restrictions may apply too. You’ll need to apply for permission and comply with all their requirements before you can use these channels to promote your iGaming platform. 

Paid advertising (Google Ads) for iGaming platforms  

As with social media, restrictions and transparency measures apply if you want to use Google Ads to promote your iGaming offering. For example, in South Africa, only lotteries and sports betting ads are currently allowed. 

While there are a few hoops to jump through, paid ads do offer some significant advantages – the biggest one being speed. Paid ad campaigns are quick to get live, and you can expect a near-instant jump in traffic if done right. 

And, by taking your advertisements to the search engine giant, you instantly have access to millions of potential customers via an easy-to-use platform. You can quickly adjust your budget and focus on specific regions or demographics according to the needs of your business strategy. 

However, that doesn’t mean it comes without disadvantages. For example, such a powerful method also comes with fierce competition and consequently high costs for each click which not every business can afford. But if used correctly with a crystal-clear strategy and strong execution, ideally with the guidance of an expert iGaming digital marketing agency, you can expect a good ROI. 

iGaming Affiliate Marketing 

Affiliate marketing is an effective way to promote your iGaming platform. By negotiating deals with reputable, high-quality websites (like casino.org) and featuring on their websites, you can build trust and credibility within the industry while also boosting your traffic and leads. 

For those unfamiliar with affiliate marketing, it’s a type of performance-based advertising between a merchant partner and an affiliate partner. The merchant pays the affiliate for each customer referred by one of their affiliates, providing an additional source of income for the affiliate. Through this arrangement, not only can you increase visibility to further potential customers, but you can also build trust among existing ones.

Traditional media marketing 

Finally, if you have the budget available, more traditional forms of media like TV, radio, billboards and newspaper ads can still be valuable channels to reach markets that digital advertising might not. While these are lower-intent platforms, they can be used to build trust with players and increase brand awareness. 

iGaming performance marketing with Ruby Digital

When it comes to successful digital marketing for iGaming platforms, Ruby Digital stands out as the leading choice. Boasting expertise in SEO, content marketing, Google ads and social media promotion, among many other services, we have the skill set and experience to cover all your iGaming marketing needs. 

Our team of experts know the iGaming industry inside and out. Whether you need assistance launching an online presence from scratch or want to revamp your current efforts with a more strategic approach, Ruby Digital is ready to help you achieve winning results. With our performance-based approach, you can rest assured of an attractive return on investment.