The Key Marketing Strategies Employed by Online Casinos
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The UK online casino industry is one of the most vibrant in the world, and with the regular advances in technology, that doesn’t look like changing any time soon. A number of factors have driven this stellar rise, including more sophisticated ‘live games’ where players can interact with dealers, improved download speeds and the easy availability of apps which make playing ‘on-the-go’ so much easier.
Statistics show almost a quarter of all adults aged between 25–64 year-olds enjoy playing online, many as often as once a week, contributing the major share of a remarkable £6.9 million GGY according to the Gambling Commission for the 2020/21 financial year.
In such a competitive industry, companies chasing market share need to be creative about attracting and maintaining customers, so let’s have a look at some of the strategies they utilise to get ahead of the game.
USER-FRIENDLY SITE
This is where a potential customer first meets a company, and as in all businesses, that first impression counts. The website or app needs to be intuitive with easy registration and navigation. Payment details need to be clearly explained, preferably with a number of easy-to-understand options. There also needs to be easy access to and between games, so the player has a seamless, effortless initial experience which will keep them coming back for more. An easy-to-read account page also lets them feel in control of their playing with data regarding what they have played and how much they have spent and won. Offering bonuses also helps to hook a new player!
BONUSES
Once a player has signed up, it is now important to keep them playing. It’s hard to believe, but not all gaming platforms offer bonuses to players, so enticing them with free spins or offering to match some of their early stakes is a good way to build trust and a positive relationship. For example, Happy Hours during a typically quiet period are a good way to drive traffic by offering a double payout or even some free plays. Another possible bonus would be to offer existing players a reward; it could be free chips, for example, for each new customer they direct to the website and that opens an account.
DIVERSE AND INNOVATIVE GAMES
Like any business, it pays to stand out from the crowd, and with online gaming, that is especially so. With so many apps or sites offering the same games, companies spend a lot of time and effort ensuring theirs aren’t just different but better than their competitors. One example would be the ‘Live Casino’ where the player gets to interact with a ‘live dealer’ recreating the atmosphere of Las Vegas on their mobile phone. They also diversify with different game types and genres. The Gala Spins online Slingo games include Slingo Da Vinci Diamonds and Slingo Racing – very different themes around a fresh and innovative game genre. There are also similar themes on their Megaways games and Jackpot Slots, all underlining the depth of their offering. Another example of this, which could attract new players, would be a game that ties in with a movie or TV show that is currently popular with audiences around the world.
In the context of all this cutting-edge technology, it might seem a bit strange to call on the humble newsletter to keep customers engaged, but given the demographic of most players, it makes sense. Regular newsletters keep customers up to date with ongoing promotions, and by sending direct links, offer them that seamless switch while they’re on the move. At the same time, more personalised emails could extend birthday wishes, for example, with a few free spins thrown in, or can be strategically scheduled to coincide with typically quiet periods to drive engagement. A well-timed, strategically linked newsletter keeps building that important relationship as well as adding that personal touch which makes customers feel valued.
These are just some of the strategies companies use to attract and keep players in this highly competitive market, and the savvier players are always on the lookout for which companies are offering the best deals for them.
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