Latest News
Maximizing ROI in iGaming: A Deep Dive into Non-Standard Geo-Targeting Through Influencer Marketing (Part 2/2)
Previously, we have discussed how iGaming brands benefit from influencers, what the peculiarities of the iGaming industry and marketing are, and the differences between promoting iGaming products and services in countries from three different tiers. Now, let’s see how you can use the similarities and differences of the tiers to your profit when managing influencer marketing campaigns for iGaming brands.
Identifying Tier-2 Markets with Tier-1 Potential: A Language-Based Approach
In influencer marketing, targeting is often based on language. For instance, India and the USA both have English-speaking audiences, including influencers from India who create content in English, appealing to a broad audience.
Case Study: Brazilian/Portuguese Markets Dynamics
Brazil’s iGaming market boom is attributed not only to its government and influencers’ loyalty to iGaming brands but also to the Portuguese language. This language factor connects Brazil to Portugal, a more expensive market.
Here’s how to use strategic focus on linguistics for cost-effectiveness. By engaging Brazilian influencers at local rates, brands can effectively reach the Portuguese audience. The key is focusing on influencers whose content statistics show a significant following in Portugal. This approach allows for tapping into a Tier-1 audience (Portugal) at a Tier-2 cost (Brazil). For instance, CPM (cost per mile) in Portugal is at least $20 on average, while in Brazil it may be around $5-7.
Case Study: Leveraging the Moroccan Market to Reach the French Audience
Morocco, with its French-speaking audience, presents yet another unique opportunity. In France, strict regulations make promoting gambling especially challenging. However, Moroccan influencers who create content in French can inadvertently capture the attention of the French audience.
By partnering with French-speaking influencers in Morocco, brands can effectively reach potential customers in France. This approach allows tapping into a more regulated and expensive market (France) through a less regulated and more affordable channel (Morocco).
By understanding and leveraging the shared languages across different markets, iGaming businesses can identify Tier-2 markets with the potential to effectively reach Tier-1 audiences. This strategy offers a cost-effective way to expand reach and influence, particularly in linguistically connected regions.
Quick Tips for Choosing the Right Influencers to Bridge Geo-Cultural Gaps
- Universal Content: Pick influencers who create content that appeals globally, not just locally. Look for themes or stories that resonate across borders.
- European Collaborations: Favor influencers who have teamed up with European influencers, indicating their ability to connect with diverse audiences.
- Brand Partnerships: Choose influencers experienced in working with well-known brands or competitors, showing their capability to handle professional and broad-reaching collaborations.
- Language Skills: Opt for influencers fluent in multiple languages or those who use a widely understood language like English to widen their audience reach.
- Cultural Sensitivity: Ensure the influencers are culturally aware and inclusive, key for appealing to and respecting diverse audiences.
- Diverse Audience Base: Check if their followers are globally distributed, suggesting a wider appeal beyond their immediate region.
- Consistent Quality: High-quality, aesthetically pleasing content often transcends cultural boundaries, making it appealing to a wider audience.
Crafting Geo-Targeted Content
When presenting your iGaming service or product – globally or not, for Tier-1 or Tier-2 countries – you have to do it with taste, making sure the quality of the presentation is high. Also it’s crucial to adapt and trust local expertise:
- Valuing Influencer Insights: Embrace the knowledge of local influencers. If they have already established a Tier-1 audience, it’s a sign they know what works. Trust their recommendations to tailor your product’s presentation effectively in their region.
- Leveraging Language for Broader Reach: If your brand is available in French, capitalize on this. You can target all French-speaking countries, leveraging the common language to connect with a diverse but linguistically unified audience. This approach broadens your reach while maintaining message consistency.
Measuring Success
KPIs (Key Performance Indicators) are crucial in influencer marketing as they provide insights into campaign performance, including audience engagement, brand awareness, website traffic, lead generation, sales, and ROI. Setting and measuring KPIs are essential for understanding the success of influencer marketing campaigns and making data-driven decisions. You have to select KPIs based on specific campaign goals (e.g., brand awareness, traffic, sales). Focus on a few critical KPIs that reflect your objectives for clarity and effectiveness.
Key Aspects of Influencer Marketing KPIs
- Engagement Metrics: Includes likes, shares, comments, saves, and mentions. High engagement indicates effective content.
- Audience Growth: Tracks increase in brand’s social media followers or subscribers post-campaign.
- Website Traffic: Monitors visitors directed to your site through campaigns, with metrics like new users, session counts, and referral traffic.
- Lead Generation and Conversion Rates: Measures potential customers acquired and the percentage of leads completing a purchase.
- CPA: The cost of acquiring a new customer through influencer-led campaigns.
- ROI: Calculates profitability, comparing campaign costs against revenue generated.
When measuring influencer marketing KPIs:
- Utilize social media analytics for engagement metrics.
- Google Analytics helps track website traffic and user behavior.
- Use affiliate links, promo codes, and UTM parameters for sales tracking.
- Compare current campaign data with historical data to assess impact.
Effectively setting and measuring KPIs is vital for the success of influencer marketing campaigns. These metrics help align strategies with business goals, optimize efforts, and maximize ROI. For expert assistance, the Famesters influencer marketing agency offers comprehensive support: we calculate the sales funnel for our clients up to the first-time deposit (FTD), go from strategy development to KPI measurement.
Author: Anna Zhukova, Team Lead (iGaming) at Famesters
Calling all treasure hunters, thrill seekers and intrepid explorers with a thirst for the unknown – this month, popular premium casino software provider, Swintt, is inviting you back on an epic journey through the sands of time in its action-packed slot, Egypt King Book Hunt.
Set to a backdrop of a long-forgotten temple where mystic relics abound, Egypt King Book Hunt is the third instalment of the popular SwinttPremium series and this time combines simple gameplay and classic graphics and sound with the studio’s much-loved “Book” free spins feature.
Activated whenever three or more of the iconic ‘Book’ symbols appear anywhere on the reels, players will first be prompted to leaf through the pages of an ancient tome until one icon is chosen at random to be the game’s lucky symbol, after which a series of 10 free spins will get underway.
During these bonus games, any instances of the lucky symbol that complete a payline will expand to fill their entire reel – and what’s more, payouts will be awarded for all winning combos regardless of whether the symbols are adjacent or not. On top of that, further free spins can be won for landing additional book symbols and players can even opt to buy into the feature directly.
With Egypt King Book Hunt being available to play with 5 or 10 fixed paylines, players will be able to customise their experience to the level of variance that they’re most comfortable with and they’ll also have the chance to try and double any winnings they collect in an optional risk feature.
David Mann, Chief Executive Officer at Swintt, said: “The fact that the pyramids have stood for thousands of years is testament to them being a design classic – and we feel our Premium slots fall into much the same category! Combining iconic graphics and sound, intuitive gameplay and popular ‘Book’ free spins, we’re sure Egypt King Book Hunt will be a great addition.”
The post Swintt journeys back through the sands of time in Egypt King Book Hunt appeared first on European Gaming Industry News.
Leading online casino game developer 7777 gaming has joined forces with Relum, a trusted casino engine, to deliver an unparalleled gaming experience to operators worldwide.
This collaboration enables 7777 gaming to bring its extensive portfolio of over 140 thrilling games to Relum’s network of esteemed operators across the globe. Through this integration, online casinos powered by Relum will gain instant access to 7777 gaming’s engaging and diverse selection of games, such as Cash 100, Barbarian, Candy Anyway, Sea of Treasure, Diamonds of Majesty, and Cash 20x. These immersive games promise an unparalleled gaming experience, combining cutting-edge technology with engaging narratives. .
Relum, a trusted name in the industry, has rapidly ascended to a leading position by developing a state-of-the-art casino aggregation platform. The platform provides instant access to a vast array of games, boasting over 20,000 titles from more than 240 content providers through a single API integration and toolbox such as free round, jackpots, tournaments and partner success service to support player engagement and revenue growth opportunities.
Elena Shaterova, Chief Commercial Officer at 7777 gaming, shared her enthusiasm about the partnership: “Our goal at 7777 gaming has always been to set new standards in the gaming industry. Collaborating with Relum allows us to showcase our commitment to innovation and excellence. We look forward to a successful partnership that will satisfy the players’ requirements for next level of entertainment in any online casino.”
Ashot Sahakyan, Chief Operating Officer at Relum said: “Relum is committed to providing our operators with the most diverse and engaging content available in the market. 7777 gaming’s portfolio perfectly aligns with our vision, and we are confident that this partnership will elevate the gaming experience for our clients and their players.”
This partnership exemplifies the commitment of both 7777 gaming and Relum to delivering top-tier gaming solutions and reinforces their positions as leaders in the online casino industry.
The post 7777 gaming partners with Relum appeared first on European Gaming Industry News.
In May 2024, Atlas-IAC underwent a rebranding, resulting in a change of name and company design to Atlaslive, the dynamic iGaming platform. These changes were developed in collaboration with the Banda agency.
The main objective of the rebranding was to communicate the internal transformations as Atlaslive experiences rapid growth and continuous technological advancement, while also capturing the dynamic nature of the iGaming market.
In today’s world, technology is not stagnant; rather, it embodies an ongoing process of evolution that resonates with the dynamism of our surroundings. This philosophy underscores the transition from Atlas-IAC to Atlaslive. The best tech is — the more it looks alive. That’s why the company decided to embrace the concept of “live”. The descriptor of the company further reinforces this notion, emphasizing its evolution into a dynamic iGaming platform.
As a globally recognized leader in providing high-quality solutions for the iGaming industry, Atlaslive is set to redefine the landscape with its innovative technology and unwavering dedication to excellence. Maxim Slobodyanyuk, CEO of Atlaslive, said:
“We are thrilled to introduce Atlaslive. The best tech is live tech. The success of any tech is the quality of connections between people. Our tech is a living entity, not static code. Imagine technology that breathes with the world, evolves, expands, changes, reacts, and adapts to deliver the best results possible. All of this is embodied in Atlaslive.”
The company’s CEO added: “Our rebranding signifies a pivotal moment in our journey as we evolve alongside our global partners. Our strategy revolves around leadership in the iGaming industry, expanding our solutions to enhance the iGaming experience, making it more effective, profitable, responsible, and intelligent. Atlaslive is a dynamic iGaming platform that delivers unparalleled results and enriches every interaction.”
With a focus on trustworthiness, scalability, customization, adaptiveness, sustainability, and security, Atlaslive is poised to set new benchmarks in the iGaming industry and beyond. Experience the impulse of innovation with Atlaslive.
About the company
Atlaslive embarked on creating a multifunctional and automated platform designed to optimize the workflow of sports betting and casino operators. Opportunities of the Atlaslive Platform include Sportsbook, Casino, Bonus Engine, Payment Systems, Risk management and Fraud Prevention tools, Retail module, Business Analytics, CRM and CMS. Atlaslive is recognized as one of the leading Sportsbook Platforms and the absolute winner in both the “Best Sports Betting Provider” and “Rising Star in Sports Betting Technology” categories for Central and Eastern Europe. Follow Atlaslive on LinkedIn to stay updated on the company’s latest news.
The post Atlas-IAC Unveils Transformation to Atlaslive appeared first on European Gaming Industry News.
-
Baltics4 weeks agoLithuania’s Nese enters iGaming with a record sponsorship deal
-
Latest News1 week agoThe Importance of Data Quality Review Checks in the Gaming Industry
-
Asia2 weeks agoOnlyplay Enters into Strategic Partnership with Ritchie Rabbit
-
Conferences in Europe4 weeks agoAltenar becomes General Sponsor of EEGS 2024
-
eSports3 weeks agoeSports in the CIS region , Q&A w/ Viktor Block, Senior Sales Manager/PandaScore
-
Compliance Updates3 weeks agoRomania Bans Gambling Venues in Small Towns and Villages
-
Press Releases3 weeks agoOpenBet Powers Record-Breaking 100,000+ Peak Bets per Minute at Grand National 2024
-
EurAsia3 weeks agoThe “Power Has No Gender” awards ceremony held by TotoGaming has reached a new level