Intro
Marketing is the main driver of any company’s success, which couldn’t pass by the gambling sector. Industry players face stiff competition in 2024 and use all the possible promotional means. Incorporating a responsible gaming approach into operators’ activities is now an indispensable part of online casinos and bookmakers’ services. The entire sector aims to cope with gaming-related problems, so using responsible gambling marketing strategies is the way to becoming a leading provider. How do online casinos promote a responsible approach to this risky entertainment?
Importance of Marketing in Promoting a Safer Gaming Approach
Casino customers can now access tons of information on responsible behaviours in online and offline gaming establishments. Learning the basics of a safer approach to betting activities is a must for everyone since it’s the only way to get maximum benefits from your experience without the risk of gambling disorders development. In this case, many customers prefer UK-based platforms that offer self-exclusion and restrict problem punters from dangerous platforms.
On the other hand, many users search for flexibility and select sportsbooks not on GamStop, with broader sports market coverage and higher bonuses. Operators licensed outside the British jurisdiction also encourage customers to adhere to safer gaming principles, which is highlighted in their marketing strategies. Let’s explore the most common techniques that betting companies use to promote a healthy approach to this risky entertainment.
Email Marketing to Inform Customers of Safe Habits
This marketing type has been in the market for years, and online bookmakers actively use it to inform users about the latest events, new promotions, and other novelties available on the platform. Including socially responsible notifications is a trend now. Moreover, most regulatory authorities require their licensees to add data on safer gaming and provide punters with quick access to helplines and support groups.
Content Marketing: Engaging Visuals with Educational Aspect
Undeniably, content is the key in the iGaming sector since it forms the first impression and affects the user’s desire to join the site. Therefore, most betting platforms create personalised videos, add attractive pictures, and provide potential punters with useful texts with tips and strategies. Adding bright notifications about responsible betting and informing users about the ways to prevent the problem are among the effective marketing strategies. Many underestimate the power of visuals, but they affect users’ perception of iGaming destinations, and it’s a way for operators to manage punters’ activities.
Personalised Video Marketing for Higher Engagement
This strategy is the latest betting industry trend: users receive individualised videos containing unique information targeting a particular punter. As a rule, online bookmakers give access to special bonuses and exclusive games, but including safer gaming messages is also a great idea. AI-based mechanisms used by digital sportsbooks can analyse user activities and conclude whether they tend to overspend on the platform. Those at risk of betting-related disorders can receive personalised notifications about the importance of taking breaks regularly and managing their bankrolls.
Delivering Safer Gaming Messages on Social Media
Social media is among the primary promotional channels for most companies, and bookmakers are no exception. Operators target broader audiences on Instagram, TikTok, and so on. Some controlling bodies, for instance, the UKGC require sportsbooks to include responsible gambling messages in any ad on the web, TV, etc. Platforms outside the jurisdiction can also consider this option and provide customers with detailed reviews on the importance of maintaining safer betting behaviours.
Engaging Influencers to Promote Responsible Gambling
Influencer marketing has been on the rise in the last decade and is not projected to lose popularity in the future. Many people tend to follow their icons’ examples and consider their advice on different points. Lots of bookmaker companies use celebrities in their advertisement campaigns to attract consumers to the brand. On the other hand, engaging famous athletes, singers, etc., becomes beneficial in terms of discussing responsible betting. Celebrities can speak about possible problems and highlight the need to develop healthy gambling habits.
Correct Demographic Targeting
Targeting new customers is important for betting companies: they face stiff market competition and should constantly attract users’ attention to their platforms. However, adhering to legislation and setting the right age limits is critical for those creating marketing strategies. Online sportsbooks and casinos mustn’t provide their services to underage individuals. Adjusting settings and ensuring that vulnerable populations won’t be affected by betting harms is essential for bookmakers.
The Final Word
Responsible betting is a widely discussed topic, and each reliable operator complies with standards and guarantees a safe environment for its customers. Implementing safer gaming messages to the marketing strategy is a way to boost the platform’s popularity, at the same time minimising the number of users affected by gambling disorders. Luckily, numerous promotional opportunities are available to betting companies in 2024, so they can pick the most efficient options and boost their recognition in the sector.
