Industry News
What Advertising Channels Are Most Profitable for iGaming Operators?
When budding entrepreneurs start to fret over the costs of getting their business off the ground and growing it, chances are somebody will try to encourage them by offering the famous saying “You must spend money to make money.” This gem of wisdom is attributed to Plautus, an influential comic playwright of ancient Rome.
Enterprising individuals come to learn that it is impossible to build a successful business without investment. One could even argue that modern-day entrepreneurs have no choice – they operate in a globalized, technologically advanced business landscape where competition is fierce and the battle for customers merciless.
Perhaps it is no coincidence that advertising has been around for as long as the concept of commercial activity has existed. By informing people of new products or services and persuading them to buy, ads have kept the engine of business running for millennia. Advertising remains as potent a tool as ever, proving indispensable for raising brand awareness, attracting new customers, and growing revenues.
In the case of iGaming, these rules also apply, but the industry also has unique challenges to overcome. For one thing, it is a strictly regulated one, and online gambling remains prohibited in many countries. On the other hand, the market is expected to grow at a healthy rate as the regulatory grip relaxes in new jurisdictions and disposable incomes increase.
While the opportunities are there, iGaming operators still need to make an effort to seize them. Since the primary goal is to expand customer bases, online gambling providers should make the most of advertising, carefully crafting their strategies and prioritizing channels that deliver the desired return on investment.
The advent of digital platforms has created numerous options for advertising, but several choices have proved to work best for iGaming operators when it comes to player acquisition. Given that no strategy is perfect, the best course of action is to opt for an integrated approach.
Search Engine Optimization (SEO)
This is not an advertising channel per se, but no digital strategy can hope to succeed without incorporating SEO. Search engines keep the wheel of internet activity turning, and constantly improving algorithms make search results increasingly accurate.
On the other hand, the deluge of online data has become a serious challenge for marketers, requiring a laser-sharp focus to create campaigns that work. SEO is critical for achieving a prominent ranking in search results, and by optimizing their website content, iGaming companies can put their brand on the map and attract traffic, potentially converting visitors to players.
The good thing about SEO is that it is basically free if one does not count the cost of hiring experts to handle this part of the customer acquisition process. However, this is unlikely to deliver optimal results on its own.
Affiliate Marketing
Provided they secure the right partners, iGaming companies may derive the greatest benefits from affiliate marketing. Simply put, it involves the use of third parties to promote products and services in exchange for a commission. According to some estimates, affiliate programs account for between 15% and 30% of sales for advertisers. Here’s an example of content based online gambling affiliate website – best online casino sites for real money at SlotsUp.com.
The enduring appeal of affiliate marketing has to do with its cost-effectiveness as a result of its performance-based model, meaning that payment is made only for converted players. In addition, this approach ensures highly relevant traffic, further enhancing the prospects for customer acquisition.
Paid Search Marketing
iGaming businesses can step up their ad game with paid search marketing, which might be better known as pay-per-click (PPC). The success of such campaign hinges on extensive keyword research and the selection of just the right one(s).
This approach is the most certain way of ensuring that a company product or service gets top ranking on a search engine results page. Another advantage is that a PPC campaign requires little time and effort to launch while offering one of the easiest and most accurate ways of tracking return on investment.
Social media
It is no longer possible to imagine the internet without search engines, and the same has come to be true of social media platforms. They have taken over personal communication but also provided brands with an advertising channel of tremendous power.
With about 3.5 billion people (45% of the global population) actively using social media, iGaming operators have an exceptionally valuable tool for acquiring new customers. These platforms are communication hubs where a website link, an announcement, a positive review, or a brand-related image can reach a staggering number of people.
Given the nature of their business, online gambling companies cannot advertise with absolute freedom, but they can still tap the immense potential of social networks by providing high-quality, relevant content and engaging their audience. As brand recognition grows and visitors start to associate the name with a worthwhile experience, the conversion rate is bound to accelerate.
These player acquisition strategies and some other suggestions are explored in depth in an e-book published by BetConstruct, a company offering technology and services to gaming operators. Ultimately, it is up to iGaming providers to experiment with various options, analyze the outcomes, and create a combination that maximizes conversion rates while reducing customer acquisition costs.
- Innovative engagement strategy positions MeridianBet as a leader in CSR within the betting and gaming industry
- Optimized brand loyalty as active customer participation in CSR strengthens connection and loyalty
- Scalable impact, as the model is designed for expansion and could be adapted to new markets, indicating potential for widespread adoption and growth
Transforming Customers into Environmentalists and Humanitarians
MeridianBet’s pioneering initiative, Meridian Donate, is transforming the betting industry by engaging customers directly in corporate social responsibility (CSR) actions. This unique platform allows customers to actively participate in and fund various environmental, societal and humanitarian projects, setting a new standard for customer engagement and community impact.
Key Features of Meridian Donate:
- Direct customer involvement: Customers are not just donors but active participants in CSR decisions
- Diverse programs: Offers choices from global afforestation to local humanitarian efforts
- Partnerships with renowned organizations: Collaborates with entities like the Red Cross and UNICEF
Expanding Impact: A Year-by-Year Growth
The Meridian Donate platform has seen substantial growth in its scope and impact:
- Number of individual campaigns: Grew from 8 in 2021 to 20 in 2023
- National markets Integrated: Expanded from 3 in 2021 to 8 in 2023
- Direct Beneficiaries: Increased from 43 NGOs in 2021 to 159 in 2023
In 2023 alone, the platform’s expansion into eight markets facilitated 20 customer-funded campaigns, directly benefiting 159 NGOs, up from 122 the previous year.
Continued Commitment to Innovation and Community Involvement
Meridian Donate not only showcases MeridianBet’s dedication to CSR but also redefines the role of digital marketing within the industry. By converting sports bettors into active CSR participants, Meridian Donate enhances customer loyalty and brand value, making it a critical element of MeridianBet’s market strategy.
Recent Successes and Future Outlook
In its recent operation, Meridian Donate has launched an ambitious global afforestation initiative, committing to plant 20,000 seedlings across various regions. This project not only underscores our environmental commitment but also enhances our brand’s community presence. Already, several hundred contributions have been recorded in the platform’s first month, indicating robust customer engagement and support.
The post Meridian Donate: Revolutionizing CSR in the Betting and Gaming Industry appeared first on European Gaming Industry News.
Games Global Limited (“Games Global”), a leading developer, distributor and marketer of innovative online, casino-style gaming (“iGaming”) content and integrated business-to-business solutions to iGaming operators, announced today that it has launched the roadshow for its initial public offering (“IPO”) of 14,500,000 ordinary shares. The offering consists of 6,000,000 ordinary shares offered by Games Global and 8,500,000 ordinary shares to be sold by Games Global’s existing shareholder (the “Selling Shareholder”). Games Global will not receive any proceeds from the sale of the shares by the Selling Shareholder. The underwriters will have a 30-day option to purchase up to an additional 2,175,000 ordinary shares from the Selling Shareholder at the IPO price, less underwriting discounts and commissions. The IPO price is currently expected to be between $16.00 and $19.00 per share. Games Global has applied to list its ordinary shares on the New York Stock Exchange under the symbol “GGL”.
J.P. Morgan, Jefferies and Macquarie Capital are acting as joint lead book-running managers for the proposed offering. Barclays and BTIG are acting as book-running managers for the proposed offering.
The proposed offering will be made only by means of a prospectus. Copies of the preliminary prospectus relating to the proposed offering, when available, may be obtained from:
- J.P. Morgan Securities LLC, c/o Broadridge Financial Solutions, 1155 Long Island Avenue, Edgewood, NY 11717, or by email at [email protected] or [email protected];
- Jefferies LLC, Attention: Equity Syndicate Prospectus Department, 520 Madison Avenue, New York, NY 10022, by phone at (877) 821-7388, or by email at [email protected]; or
- Macquarie Capital (USA) Inc., Attention: Equity Syndicate Department, 125 West 55th Street, New York, NY 10019, or by email at [email protected]
A registration statement relating to these securities has been filed with the U.S. Securities and Exchange Commission but has not yet become effective. These securities may not be sold, nor may offers to buy be accepted, prior to the time the registration statement becomes effective. This press release does not constitute an offer to sell or the solicitation of an offer to buy these securities, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.
In any member state of the European Economic Area (the “EEA”) this announcement, and the offering, are only addressed to and directed at persons who are “qualified investors” (“Qualified Investors”) within the meaning of Regulation (EU) 2017/1129 (the “Prospectus Regulation”). In the United Kingdom, this announcement, and the offering, are only addressed to and directed at persons who are “qualified investors” within the meaning of the Prospectus Regulation as it forms part of domestic law in the United Kingdom by virtue of the European Union (Withdrawal) Act 2018 who (i) have professional experience in matters relating to investments falling within Article 19(5) of the Financial Services and Markets Act 2000 (Financial Promotion) Order 2005, as amended (the “Order”), (ii) are high net worth entities who fall within Article 49(2)(a) to (d) of the Order, or (iii) are persons to whom it may otherwise lawfully be communicated (all such persons being referred to as “relevant persons”).
This announcement must not be acted on or relied on (i) in the United Kingdom, by persons who are not relevant persons, and (ii) in any member state of the EEA, by persons who are not Qualified Investors. Any investment or investment activity to which this announcement relates is available only to and will only be engaged with (i) in the United Kingdom, relevant persons, and (ii) in any member state of the EEA, Qualified Investors.
The post Games Global Announces Launch of IPO appeared first on European Gaming Industry News.
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Leading the charge in the convergence of financial technology and iGaming, Genome, a cutting-edge electronic money institution, is thrilled to announce its strategic partnership with Chilli Partners, a prominent iGaming affiliate program specializing in casino games.
The collaboration marks a pivotal moment in the iGaming industry, bringing together Genome’s expertise in online financial services and Chilli Partners’ prowess in affiliate marketing. The partnership is set to redefine the landscape of affiliate payouts, offering an array of benefits to both affiliates and the iGaming community at large.
“We are excited to embark on this journey with Chilli Partners. By combining our financial expertise with their influential position in the iGaming affiliate space, we aim to set new standards for efficiency and innovation in affiliate payouts,” – noted Genome’s CEO Daumantas Barauskas.
For one, the partnership offers efficient payouts. Affiliates can now enjoy expedited and secure payouts through Genome’s state-of-the-art financial infrastructure, enhancing their overall experience and satisfaction.
It also provides global reach for Chilli Partners, as it can extend its reach to affiliates worldwide with Genome’s international payment capabilities. This allows Chilli Partners to foster a more diverse and expansive network.
The partnership streamlines financial workflows, ensuring seamless transactions and reducing administrative overhead for Chilli Partners, allowing them to focus on delivering top-notch affiliate services.
Genome is all about innovation in payments and online financial services. This approach brings new possibilities for payment options, providing flexibility and convenience for affiliates participating in the Chilli Partners program.
Lastly, the collaboration prioritizes compliance and risk management, assuring affiliates of secure and compliant transactions in accordance with industry regulations.
“This partnership aligns perfectly with our commitment to providing the best possible experience for our affiliates. Genome’s advanced financial services will play a crucial role in elevating our affiliate program to new heights”, – added Clayton Zammit Cesare, Head of Affiliates at Chilli Partners.
As the iGaming industry continues to evolve, Genome and Chilli Partners stand united in their dedication to driving positive change, innovation, and reliability. The partnership is poised to create a ripple effect, positively impacting the entire iGaming ecosystem.
About Genome
Genome is a leading EMI that provides innovative financial services, including batch payouts, SWIFT, and SEPA transfers. With a focus on efficiency and compliance, Genome empowers businesses across various industries, including iGaming, to streamline financial operations and enhance user experiences.
For more information, please visit https://genome.eu/
About Chilli Partners
Chilli Partners is a prominent iGaming affiliate program specializing in casino games. With a commitment to excellence, Chilli Partners connects affiliates with top-tier iGaming brands, offering a lucrative partnership that includes competitive commission structures and tailored support.
For more information, please visit https://chillipartners.com/
The post Genome and Chilli Partners join forces to revolutionize iGaming affiliate payouts appeared first on European Gaming Industry News.
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