One of the most popular forms of gambling for players today is online casino platforms.
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The popularity enjoyed by online casino platforms, and the revenues enjoyed by their operators, have created serious competition in the online gambling market. From established operators to ambitious start-ups, online casinos are trying to stand out in an increasingly crowded market.
Online casinos cannot survive without a steady stream of new users and regular players, and in order to get them, casinos need to be very well-promoted. The most effective tool for promoting an online casino is a well-orchestrated marketing campaign. Marketing campaigns allow casinos to attract a wide audience of players and significantly increase their profits.
Casinos With Successful Promotion Strategies
In this Slotegrator Academy article, we’ll take a look at a few outstanding resources that have managed to gain worldwide fame through successful marketing strategies.
JoyCasino, which offers online casino games, was founded in 2014 and registered in the Netherlands. In short order, it joined the list of online gambling leaders, and today, JoyCasino is the arch-rival of many famous online casinos.
How did the platform’s operators manage to achieve such impressive results in such a short time? The experts at Slotegrator conducted their own analysis and found a few main reasons. One of them is the company’s clever guerilla marketing strategy.
JoyCasino closely cooperates with a number of unauthorized services that provide translation and dubbing for foreign films and TV series while inserting several small commercials. Russian-speaking users began hearing commercials for JoyCasino at random and inappropriate times in the movie or show they were watching. It caused a huge flood of complaints on forums and blogs, but as the name of the brand was constantly mentioned in the comments, the platform’s popularity only increased.
See also: Online casino JoyCasino review
Azino 777 was launched in 2013 and quickly exploded in popularity. Many Runet users are familiar with the video clip featuring Russian rapper Viktor Gostuhin (Vitya AK-47) advertising Azino777. In the video, he shares his successful experience playing casino games and tells everyone what to click in order to win big.
The viral video suddenly pops up when users start streaming a movie, encouraging them to shelve their plans and try to hit a jackpot instead. In response, scores of YouTube bloggers recorded parodies of Azino777. However, there’s no such thing as bad publicity; the operators of the casino managed to benefit from the public mockery, announcing a competition for the best parody and offering a prize of RUB 600,000.
Slotegrator experts believe that this marketing approach will continue to provide Azino777 great popularity in the online gambling market.
This online casino has been operating under a Curacao license since 2013. Thanks to high-quality software from Microgaming, NetEnt, BetSoft, Amatic and other industry giants, the resource has become very popular. Slotegrator experts decided to find out what has set it apart from other successful sites.
Play Fortuna executed a unique promotional strategy with Stream Race, a series of large-scale tournaments. In the tournaments, YouTube streamers compete with each other, participating in slot quests and receiving bonus points for doing so.
Each participant fights for a place in the top 10 and aims to get maximum points in order to win the main prize – a new car. Meanwhile, the audience watches the online broadcast, supporting streamers with likes and comments. Then participants follow affiliate links and sign up at the casino that provides them with the promised bonuses. This way, the Play Fortuna brand is all over gaming news. This means the audience of players is constantly expanding, and the online casino is among the leaders.
PokerStars is one of the biggest brands in the gambling world. The brand was created in 2001, and three years later, it took its place among the most valuable companies in the market. The resource offers a large variety of slots from leading providers, table games, and poker tournaments with famous professional players.
One slot game in particular, Millionaire’s Island, is massively popular. In the game, it is possible to hit a massive jackpot with only a 50-cent stake. The rags-to-riches potential has made for great media coverage, painting the slot as the stuff dreams are made of.
A month after the slot was released, a story flew around the internet about a student from Uruguay who won $1.5 million with a stake of $1 after playing for only 3 minutes. The sensational event attracted a large number of new users who went on to become regular players. As a result, the list of millionaires for 2017 rose another 8 people, and the total payout amounted to more than $10 million.
This European online casino has been operating since 2002 under the prestigious licenses of the UK and Malta. Today, the gambling resource is one of the largest in Europe, with more than 750 million players. The publicization of a huge jackpot on the well-known resource askgamblers.com made CasinoEuro wildly popular.
On Christmas Eve 2017, a young man from Germany was playing the Mega Fortune slot from game provider NetEnt. All of a sudden, he won the huge sum of €4.5 million. The news quickly spread all over the Internet and attracted users' attention.
CasinoEuro’s owners noted that the high-profile news about the jackpot helped their casino rise in the rankings.
This casino platform was created in 2017 by Russian gambler and streamer Andrei Nikolayev, also known by the name TTR. Being an affiliate, he decided to create his own online casino without any affiliate programs, positioning it as an honest resource with optimized revenue. In a short time, the unique marketing experiment attracted a large audience of players.
Instead of affiliate programs, Surfcasino offers attractive bonuses. Among the main privileges:
- 100% deposit bonus on your first deposit;
- 25 free spins with a minimum bet of 10 EUR/USD;
- 100 free spins for a deposit of 100 EUR/USD;
- weekly bonus of 50 to 100% for active players.
EFFECTIVE ONLINE CASINO PROMOTION TOOLS
If you want to increase your casino’s popularity on the market, you need to use a variety of marketing tools. Slotegrator experts have selected the most important and effective ones.
Permanent sources of traffic
In addition to the main website, it is useful for online casinos to have another resource that increases traffic and conversion rates. This can be a blog, forum or YouTube channel with interesting content.
According to the experts at Slotegrator, quality content must meet the following criteria:
To succeed in the online gambling market, it is important to have reliable affiliates that will help attract customers to the casino. One example could be partnering with players who have their own gambling blog and know how to capture the interest of a wide audience. Another could be teaming up with streamers who are well versed in casino games and share their experiences in real time.
How do affiliate programs help promote online casinos? Affiliates place referral links and banners that lead to the casino website on their resources. Often, they encourage customers to perform specific actions, usually to sign up or make a deposit.
Affiliate sites contain lots of useful information, such as ratings and reviews of honest casinos, advice from experienced gamblers, slot guides, and more. Inexperienced players who follow the recommended links often become regular users on the casino.
Search engine optimization
Search engine optimization is crucial for casino site promotion. It includes several stages which are performed by an SEO specialist:
Competent strategy and comprehensive usage of all SEO-promotion elements guarantee an increase in the casino’s website ranking in search results. Players will be able to find your online casino more easily, and the number of real customers will rise significantly.
Social media advertising
Using popular social media platforms can increase your targeted traffic. First, social media allows you to establish contact with the target audience. To attract potential players’ attention, it’s important to post relevant news, polls, and updates, and to encourage discussions in the comments.
Second, social networking groups help increase brand loyalty, establish credibility, and strengthen customer relationships. Communicating with players in comment sections and through private messages helps platforms respond quickly to user requests and build a strong relationship with its audience, widening the customer base.
The choice of the social network depends on the region of operation. The most common are:
Also, platforms like WhatsApp, Viber and Telegram are in great demand.
No promotion strategy is complete without external advertising. This implies the placement of special ads on various Internet resources:
A huge advantage of such advertising is that it allows you to track the click-through traffic, customize your display ads campaign, and increase the conversion percentage.
Moreover, you can use a remarketing function to re-show ads to users who were previously interested in your resource, but did not take a specific action, like signing up or making a deposit.
An important factor in successful marketing for online casinos is a guarantee of honesty. When choosing a gambling resource, players primarily focus on its reputation. Before signing up and making their first deposit, players want to check the online casino’s integrity, in order to avoid being defrauded.
Dubious resources tend to be blacklisted. Deceived gamblers leave negative feedback on the Internet and warn others. After that, the online casino is unlikely to win back the players' trust and won’t be able to remain in the gambling market.
If you want to make the brand name for your online casino memorable and respectable, you should consider the following suggestions from Slotegrator’s specialists:
- Purchase an official gaming license from a jurisdiction with an excellent reputation;
- Create a unique brand logo, which will make the casino recognizable and protect it from plagiarism;
- Cooperate only with reliable game providers and payment systems;
- Update the software regularly;
- Introduce honest bonus and loyalty systems, promotions and prize tournaments;
- Provide twenty-four-hour support and quick responses to players' queries;
- Constantly improve the level of customer service;
- Enable players to test the casino games in demo mode and to check the quality on their own.
To sum up, it should be noted that currently, the online gambling industry is growing at a fast clip, requiring a constant search for new promotion strategies. For this purpose, the Slotegrator specialists have conducted a thorough analysis of the gambling market in 2017. Six successful online gambling platforms that have managed to achieve popularity through different marketing tactics are:
- Joy Casino.
- Play Fortuna.
Slotegrator experts also pinned down the most effective marketing tools for helping develop an online casino. The main ones include:
- Additional sources of traffic.
- SMM and SEO-optimization.
- Affiliate programs.
- External PR.
With the help of the above-mentioned points, you will be able to build a successful online casino promotion strategy, expand your customer base and make your business profitable.