The global gambling community has more choices than ever, and with plenty of UK casinos available online, they essentially get to pick where they take their money. At the same time, iGaming operators are facing fierce competition in which every customer counts. Such a situation led to the development of innovative acquisition strategies that help brands stand out and attract new customers. In our analysis, we will tackle the most influential ones.
Building the Brand
The most prominent marketing strategy is raising brand awareness. Instead of loading thousands of games, creating a couple of deals, and calling it a day, successful online casinos shape narratives.
A good brand story is relevant, user-oriented, and steals attention without sparking any controversies that might lead to negative publicity. Aware of the prejudice the public has about gambling, casinos choose to tell stories that are fun, optimistic, and intriguing. A major part of product storytelling, at least in this day and age, is focusing on equality, sustainability, and work-life balance.
It is no secret that Millennials and Gen Z are leading the consumer evolution by being willing to spend more on socially responsible brands.
The Effectiveness of Bonus Deals
Another common strategy online casinos use is bonus deals and offers. There probably isn’t a single casino in the UK that doesn’t have at least one bonus deal. However, knowing that one bonus is usually not enough, popular brands add plenty of options for players to choose from.
Gamblers from the UK can look forward to:
- Welcome bonuses with deposit matches;
- Free spins;
- Bingo tickets;
- Combo deals that include all of the above;
- Happy hours and tournaments;
- No deposit offers;
- No-wager bonuses;
- Cashbacks.
The list is never-ending. Marketing teams always do their best to create appealing bonuses that will help them gain new users. But, as any responsible gambler knows, it takes more than a promise of 100 free spins or a 100% deposit match for a deal to be considered effort-worthy.
It is expected for all bonuses to have fair casino promotions conditions and reasonable deposit limits so they don’t tempt players to spend more than they can afford. Only when players are sure they are getting a good value for money can bonus deals be considered an effective marketing strategy.
Customer Acquisition Through Sponsorships
Although the regulations around gaming marketing are getting tighter, they can still reach their targeted audience by carefully planning sponsorships and collaborations with influencers and celebrities. Many people already have an emotional connection to certain celebrities, sports clubs, or athletes, but that doesn’t mean the job is done and all casinos have to do is sign some papers.
The individuals and teams casino companies choose as their spokespersons must share the same core values as the gambling brand. Otherwise, we can only speak of missed opportunities and confused players. If the sponsorship is not right, the potential customers might get an odd feeling and simply go elsewhere. It is a slippery slope that online casinos must learn to balance.