Sometimes marketing strategies for iGaming evolve faster than the industry itself. Slotegrator gained some insights into iGaming marketing in 2024 in a recent exclusive interview with Martin Calvert, Marketing Director at ICS-digital and ICS-translate.
Main points in the Slotegrator interview
The interview focused on a few key topics:
- Current trends in iGaming marketing.
- Top tools or strategies that iGaming marketers should prioritize in 2024 to stay competitive.
- Emerging trends or developments to anticipate that will shape the industry in the coming years.
So, regarding trends, Martin Calvert highlighted the significant impact of Google algorithm updates on iGaming brands. He emphasized the importance of focusing on site quality and “useful content” to successfully navigate these changes.
Therefore, it also highlighted the increasing importance of carefully measuring the performance of each marketing campaign. But with special attention to newly regulated markets, to avoid mistakes.
Strategy tools that can be used
So, regarding the main tools and strategies, Calvert makes the following recommendations:
- Never underestimate the power of tools like Ahrefs and SEMrush when it comes to gaining insights into your competitors’ strategies.
- Staying informed about the current state of the industry is critical to making business decisions.
- As for the challenge of advertising regulations in the iGaming sector, marketers should prioritize consistency and scalability over short-term methods that may provide a quick boost but then pose risks.
- Traditional marketing approaches like creative public relations, organic SEO, and customer-centric content never go out of style.
- You can’t go wrong with using first-party data to personalize offers and messages unless you overwhelm your audience. Keep the balance.
- When it comes to retention, nothing beats a unique product. All the bonuses in the world won’t help you if you don’t differentiate yourself from the competition with a great product or experience.
- The cell phone is king. Marketing strategies must be optimized for a mobile-first audience looking for a fast, easy-to-use experience that anticipates and meets their needs.
- Data privacy and security must focus on “pull” rather than “push” marketing methods to maintain trust and regulatory compliance.
What to expect in the future
Looking to the future of iGaming marketing, Calvert predicted that the core elements of marketing would remain consistent, with audiences continuing to seek out compelling offers and experiences.
He highlighted the challenge for marketers to find the right combination of methodologies for each target market, focusing on minimizing risk and reducing costs while maximizing audience engagement.
Svetlana Kirichenko, Head of Marketing at Slotegrator, stated: “In the ever-evolving realm of iGaming, there is always a new marketing strategy emerging. Sometimes they can be difficult to keep track of, but the most important thing is being able to adapt them to your current strategy and keep an eye on changing player interests.”
The full version of the interview is available HERE.
