11 estrategias de marketing de iGaming para operadores y socios de juegos de azar en línea

El marketing de iGaming consiste en crear y ejecutar campañas de adquisición y retención de usuarios para casinos en línea y plataformas de apuestas deportivas.
Este tipo de marketing es esencial para los operadores y socios que buscan superar a la competencia, especialmente a medida que más marcas se incorporan al mercado del juego en línea.

Existen muchas estrategias de marketing para iGaming que resultan eficaces, entre ellas:

1. Publicidad display
2. Marketing dentro de la plataforma
3. Marketing de afiliados
4. Optimización para motores de búsqueda (SEO)
5. Publicidad en buscadores (SEM)
6. Marketing en redes sociales
7. Email marketing
8. Marketing móvil
9. Marketing de contenidos
10. Marketing de influencers
11. Marketing experiencial

Antes de empezar, ten en cuenta que crear una estrategia de marketing para juegos de azar en línea eficiente es un proceso. Primero tendrás que comprender tu mercado y establecer objetivos claros antes de comenzar la ejecución.Una vez que eso esté definido, podrás empezar a aplicar las estrategias que se detallan a continuación.

1. Publicidad Display en iGaming

La publicidad display es una estrategia de marketing que consiste en el uso de anuncios visuales como imágenes, videos y banners para promocionar servicios de iGaming en diversas plataformas.
Los anuncios display pueden aparecer en aplicaciones, sitios web y plataformas de redes sociales.

Puedes utilizar redes publicitarias especializadas en iGaming como Blockchain-Ads, Adsterra y PropellerAds para cubrir tus necesidades de anuncios display.
Blockchain-Ads es la mejor opción para aumentar el tráfico orgánico, las registraciones de jugadores y los depósitos.
Esta red publicitaria cubre más de 250 GEOs, incluyendo regiones de nivel 1 como Estados Unidos, Reino Unido y Alemania.

Además, puedes visualizar el tamaño de tu alcance potencial para cada GEO, y el mapa es dinámico, aumentando o disminuyendo según los parámetros de segmentación que modifiques.

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Además de la segmentación por GEO, Blockchain-Ads también admite opciones de segmentación compatibles con iGaming, como:

• Dispositivos
• Navegadores
• Sistemas operativos

2. Marketing dentro de la plataforma

‍Como operador o socio de iGaming, el marketing dentro de la plataforma debería ser la primera opción en tu estrategia. Aquí puedes utilizar tu propia plataforma de iGaming para anunciarte directamente a los jugadores. El objetivo es mantener su interés, aumentar el gasto y mejorar la retención sin que tengan que salir de tu plataforma.

A continuación, algunas formas de incorporar esta estrategia de marketing en tu casino en línea o plataforma de apuestas deportivas:

• Promociones personalizadas: Ofrece recompensas y bonos adaptados a las actividades y preferencias de los jugadores. Por ejemplo, entrega dinero en efectivo o créditos gratuitos a quienes disfrutan de los juegos de casino en vivo.
• Mensajería de programas VIP o de fidelidad: Premia a los jugadores con programas de fidelidad por jugar de forma continua en tu plataforma. Los jugadores pueden acumular puntos que luego canjean por dinero en efectivo, bonos exclusivos o regalos gratuitos.
• Elementos de gamificación: Implementa funciones de gamificación como desafíos especiales que premien a los jugadores al completar determinadas tareas, por ejemplo, realizar un número específico de depósitos o jugar a un título concreto.

3. Marketing de afiliados en iGaming

‍El marketing de afiliados sigue siendo una de las estrategias más efectivas en el sector iGaming. Consiste en colaborar con personas o grupos que promocionen tus servicios y productos en sus sitios web o plataformas de redes sociales.
Estas asociaciones pueden ayudarte a aumentar el tráfico orgánico, lo que a su vez puede incrementar tu base de jugadores y tus ingresos. A cambio, los afiliados reciben una comisión por cada cliente potencial o venta que generen para tu negocio de iGaming.

Es fundamental encontrar afiliados que sepan promocionar tus ofertas dentro del sector del juego en línea. Estos pueden ser influencers, sitios web de iGaming o creadores de contenido que ya se hayan posicionado como referentes en el sector.

También necesitarás un sistema adecuado de seguimiento y análisis para tu programa de afiliados. Una excelente forma de hacerlo es mediante software especializado como Scaleo o PartnerMix, que te permiten saber con precisión cómo está rindiendo cada programa.

Las mejores herramientas miden aspectos como conversiones, clics y clientes potenciales generados. Luego, puedes utilizar esos datos para optimizar tu programa y centrarte en los afiliados con mejor rendimiento para maximizar el retorno.

4. Optimización para motores de búsqueda (SEO) en iGaming

‍El SEO, u optimización para motores de búsqueda, es otra estrategia de marketing para operadores de iGaming que desean mejorar su visibilidad online y atraer tráfico orgánico.
Si tienes un sitio web con contenido correctamente optimizado para palabras clave relevantes, podrás posicionarte más alto en los motores de búsqueda y llegar a una audiencia más amplia.

Algunos puntos clave en los que enfocarte:

• Investigación adecuada de palabras clave: Primero, identifica las palabras clave de alto volumen relacionadas con el sector iGaming que puedan atraer a jugadores potenciales. Herramientas como Ahrefs y Google Keyword Planner facilitan este proceso.
• Optimización de contenido: Actualiza el contenido de tu sitio web utilizando las palabras clave objetivo en la meta descripción, encabezados, títulos y cuerpo del texto. Añade enlaces internos y externos a plataformas de confianza, y optimiza las imágenes con textos alternativos (alt text) para mejorar tu posicionamiento.
• Uso de backlinks: Consigue enlaces de calidad desde sitios con autoridad mediante guest posts y estrategias similares. Los backlinks correctos pueden mejorar tu autoridad y atraer más visitantes orgánicos que luego puedas convertir en jugadores de dinero real.

5. Publicidad de pago en buscadores para iGaming

‍La publicidad de pago consiste en publicar anuncios en buscadores como Google, Yahoo o Bing para promocionar tu servicio de iGaming.
Deberás pujar por palabras clave específicas relacionadas con tu oferta y mostrar anuncios a los usuarios que las busquen.

Si decides aplicar esta estrategia de marketing, ten en cuenta lo siguiente:

• Segmentación por palabras clave: Elige términos relevantes para el sector iGaming, como casinos online, apuestas deportivas, juegos de casino o tragamonedas. Haz una investigación exhaustiva y selecciona aquellas con mayor potencial de conversión.
• Segmentación geográfica: Las leyes sobre iGaming no son iguales en todos los países. Asegúrate de publicar anuncios únicamente en países donde el juego esté regulado y tengas licencia para operar.
• Cumplimiento de políticas publicitarias: Los anuncios en buscadores están sujetos a regulaciones específicas según la plataforma. Por ejemplo, Google exige completar un proceso de certificación de juegos de azar antes de permitirte publicar anuncios en determinadas regiones.

6. Marketing en redes sociales para iGaming

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El marketing en redes sociales es esencial para cualquier operador o socio de iGaming que busque conseguir nuevos clientes. Plataformas como Instagram, Facebook, X y TikTok son excelentes para llegar a personas a las que originalmente no podrías alcanzar.

Para utilizar esta estrategia, primero necesitas tener un perfil sólido en redes sociales. Asegúrate de contar con un perfil empresarial en todas las plataformas principales, donde publiques con frecuencia contenido atractivo. Este contenido debe incluir una combinación de actualizaciones de juegos, promociones, noticias de la industria, concursos y sorteos.
Recuerda responder a los comentarios e interactuar con tus seguidores para generar confianza.

Si dispones de presupuesto, puedes invertir en anuncios pagados en Facebook e Instagram. Los anuncios segmentados te ayudarán a llegar a audiencias específicas relevantes para tu negocio. Asegúrate de familiarizarte con las políticas publicitarias de cada plataforma antes de usar esta estrategia.

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7. iGaming Email Marketing

Email marketing is a crucial strategy for businesses in the iGaming sector and works best when implemented to support other strategies. It is a great way to personalize your interaction with players while boosting engagement. 

You can build an email list and regularly communicate with your target audience. The process of building an iGaming email list includes:

• Implementing opt-in forms on your website
• Creating dedicated landing pages
• Offering incentives like free bets or bonus credits
• Leveraging social media
• Running contests or giveaways
• Incorporating sign-up options within games or betting platforms

When creating your email list, you'll want to categorize it based on factors like engagement, behavior, and personal preferences. This ensures that every message you send is effective and increases the chances of player conversion. 

You can also use automation to make this process simpler and keep users updated on bonuses, sales, and new events. Like other strategies, you’ll need to measure the success of your email marketing campaigns using KPIs like click-through rates and conversion rates. 

8. iGaming Mobile Marketing

Mobile devices have become a standard in today’s world, which makes it a vital marketing tool in the iGaming industry. Operators and partners can quickly reach the target audience by promoting casino games, sports betting solutions, and other services through mobile devices.

The great part of mobile marketing is that it instantly reaches the targets anywhere they are located.  Here are some ways you can use this strategy: 

• App store optimization/advertising: Ensure your app listing is properly optimized in the app store. Use relevant keywords, clear descriptions, and screenshots in your listings to get a higher ranking in app stores. 
• Push Notifications: Remind users of upcoming events, new games, ongoing tournaments, and events through push notifications. You can group users based on their interests, like live dealers or slot casino games. 
• In-Game Mobile Advertising: Use mobile gaming ad networks like Unity Ads, Applovin and ironSource to promote your offers on millions of mobile apps and games. You can reach players who download these apps through ads in the form of pop-ups, banners, or videos.

9. iGaming Content Marketing

Content marketing involves the creation and sharing of high-quality content to build trust and drive player engagement. It also supports other iGaming marketing strategies, including SEO and social media marketing. You’ll need to combine various types of content for this strategy to be effective. This means creating the following: 

• Blog posts 
• Newsletters 
• Gambling guides 
• Podcasts 
• Videos/Pictures 
• Infographics

Mixing the content is important because they all serve different types of players. While some players may prefer blog posts, others might prefer gambling guides and infographics. Make sure you continue to track your content marketing results.

You can use social shares and website traffic to track the engagement rates from each piece of content. Then, use the information to create content that only aligns with your audience. 

10. iGaming Influencer Marketing

Collaborating with influencers is another marketing strategy that has been proven to work in recent times. Influencers tend to have a huge following built on trust, and you can leverage this connection to your iGaming site. Here are a few ways to get them on board: 

• Content Creation Partnerships: work alongside influencers to create content like tutorials, live playthroughs, and promotional campaigns. 
• YouTube and Twitch Partnerships: collaborate with well-known content creators and streamers who can play your games in real time and offer honest reviews. Aim for influencers who already have a large audience in the iGaming scene. 
• Ambassador Programs: Build a network of people who will represent your iGaming brand at events, social media posts, and other marketing activities. You can choose well-known poker players or bettors as your ambassadors since they’ll already have the following you can tap from. 

11. iGaming Experiential Marketing

This iGaming strategy offers a more hands-on approach compared to others. The aim of this strategy is to create brand awareness, generate buzz, and let players have a feel of what you offer. iGaming operators and partners who are just breaking into the sector can use this strategy to quickly build trust. 

Here are some ways to incorporate this strategy: 

• Live streaming events: Sponsor online and offline online tournaments where players can play games like blackjack, poker, slots, and eSports. Attach massive prizes and jackpots to this game to draw an audience and create excitement. You can also sponsor live casino games, where players can enjoy their favorite titles and interact with live dealers for a realistic live casino experience. 
• Virtual Reality Experiences: Develop a virtual reality gaming environment where players can play their favorite games. This can recreate the feeling of being in a live casino and offer a memorable experience. 
• Interactive Game Demos: Set up booths at iGaming expos or conferences where users can try out new games or experience immersive betting. This hands-on experience ensures potential partners/players fully understand what your platform has to offer. 

Understanding iGaming and online gambling marketing strategies

iGaming marketing strategies are specialized approaches used by online gambling and betting companies to promote their products, attract new players, and retain existing customers. A carefully planned and executed campaign comprises one or more strategies already outlined previously, with the top five being:

1. In-platform marketing
2. Affiliate marketing
3. Search engine optimization
4. Paid search advertising
5. Display advertising

What are the ways to build an effective iGaming marketing strategy?

Building an effective marketing strategy that combines player acquisition and retention to position your brand. Both are crucial for the success of your iGaming marketing strategy. 

The goal of player acquisition is to draw in new players to your platform using various promotional offers and marketing strategies. This will ensure more revenue, which is essential to the success of your iGaming business. 

After you acquire players, effective player retention strategies help keep them on the site. Over time, it is cheaper to ensure that players are happy and satisfied with your platform instead of trying to acquire new ones. Player retention is a vital strategy that ensures your business will be successful in the long run. 

We’ll discuss how you can achieve both below. 

Strategies for player acquisition

Great strategies for player acquisition include: 

• Welcome Bonuses: Offer amazing welcome bonuses on your platform to get players to sign up for an account. These could range from incentives such as deposit bonuses, free spins, and no-deposit bonuses. Potential players who see that there are freebies available when they sign up will be more likely to register and start playing. 
• Demo games: Give players the chance to access your games for a limited time. This allows them to check it out without any commitment, which might motivate them to register for an account. 
• Referral programs: Reward existing players who bring in new users with a referral bonus. This bonus should apply to both the referrer and the new player, which is a win-win. 
• Search Engine Optimization: Properly optimize your website for search engines by targeting relevant keywords. This will draw in potential customers searching for similar terms, increasing their chances of signing up. 
• Use Retargeting Ads: Retargeting ads allow you to reach visitors to your site who have not signed up or made a deposit. These ads remind them to visit your platform and sign up for an account. 

Strategies for player retention

Top strategies for player retention in the online gambling industry include: 

• Personalized Offers and Promotions: Leverage data analytics to understand players' behavior and preferences. Use this information to offer personalized promotions and bonuses to ensure players only get offers that interest them. 
• Personalized Communication: Address each player by name when communicating via email, in-game messages, and push notifications. This builds player trust in your business because it makes them feel you know them at a personal level. 
• Loyalty Programs: Tiered loyalty programs are essential in retaining players. Set up a system where players can earn rewards and points based on their activity on your platform. As players climb up their loyalty levels, they can receive free spins, cash back, and other benefits. 
• VIP Programs: Develop a VIP program with exclusive benefits for regular players and high rollers. Benefits could include a dedicated account manager, exclusive customer support, faster withdrawals, higher limits, and more. Ensure you keep VIP players engaged with personalized experiences and offers. 
• Reliable Customer Support: A player who knows help is easily accessible when there are issues on your platform is more likely to stick around. Make sure you offer 24/7 customer support via live chat, email, phone, and your social media pages. These should be manned by reliable support staff who can resolve problems fast. 

What are some iGaming marketing examples to draw ideas?

If you want to implement an iGaming marketing strategy but don’t know how to begin, here are some campaigns to draw ideas from: 

Vbet User Acquisition in Southeast Asia

Vbet, a renowned online casino and sports betting operator, wanted to expand its service into Southeast Asia and Korea. To attract more users in these regions, it collaborated with Blockchain-Ads. 

The Ad network used various strategies, including localized targeting, dynamic retargeting, creative customization, and budget optimization. Eventually, the operator got 2,228 new depositors and $228,534 in deposits at a cost of $34,076. As you can see, the campaign was a success and showed excellent results even though it lasted only a month. 

Read the complete Vbet case study and results.

Spinwise User Acquisition Campaign 

Spinwise, another popular iGaming platform, aimed to increase its user base and partnered with Blockchain-Ads. The main objective was to get new high-value depositors with a $10k budget. 

To achieve this, Blockchain-Ads used various strategies, including creative testing, retargeting strategies, and targeted audience segmentation. The outcome was 482 new depositors and $35,210 in deposits, which is impressive.

Read the complete Spinwise case study and results.

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What are the best iGaming marketing tools and software?

Using the best iGaming marketing tools and software can make your marketing efforts seamless and provide you with important insights. Here are some leading tools and software that you can check out:

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Are iGaming marketing agencies worth it?

iGaming marketing agencies are essential for partners and operators. These agencies consist of industry specialists with decades of experience and may have the skills that you lack. Agencies are experienced in working with various operators in the iGaming industries and know the right strategies for player acquisition and retention. 

Moreover, iGaming marketing agencies offer numerous services such as PPC, SEO, social media management, and content creation needs. They can create a marketing strategy that is unique to your organization. Lastly, you save more cost when you hire an iGaming agency since you don’t have to pay full-time staff. Great iGaming marketing agencies include Digital Fuel Marketing, ActiveWin, and NuxGame.

Are ad networks better than agencies for iGaming marketing?

Marketing agencies offer comprehensive strategies but can be expensive and slow to start. Whereas gambling and iGaming ad networks provide immediate targeted traffic. Blockchain-Ads, in particular, excels in iGaming marketing with its focus on crypto and gambling industries.

It offers advanced targeting based on wallet activities and blockchain behaviors, reaching a relevant audience of crypto enthusiasts and gamers. This precision targeting, combined with programmatic advertising and regulatory compliance, maximizes ROI for iGaming companies.

Blockchain-Ads also provides both self-service and managed account options. The managed accounts offer full-service support, from ad design to campaign optimization, combining the personalized approach of agencies with the efficiency of an ad network.

This versatility makes Blockchain-Ads a powerful choice for iGaming marketers seeking comprehensive, targeted advertising solutions.

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