{"id":6684,"date":"2019-06-11T09:30:30","date_gmt":"2019-06-11T08:30:30","guid":{"rendered":"https:\/\/www.visualagency.com\/?p=6684"},"modified":"2019-06-19T22:46:52","modified_gmt":"2019-06-19T21:46:52","slug":"social-media-for-igaming-operators","status":"publish","type":"post","link":"https:\/\/visualagency.com\/?p=6684","title":{"rendered":"A Winning Social Media Plan For iGaming Operators"},"content":{"rendered":"

\"socialmediaAccording to SuperData.com, there are an estimated 175 million people playing social casino games worldwide.\u00a0 The global igaming & betting market<\/a>\u00a0accounted for USD 45.8 billion in 2017 and is expected to reach USD 94.4 billion globally by 2024, growing at a CAGR of around 10.9% between 2018 and 2024.<\/p>\n

The switch to social networks and mobile apps for gambling has vastly expanded the ability to access information and opportunities to gather data\u00a0– providing a wealth of information for stakeholders, game owners, investors, developers, regulators, marketers and advertisers.<\/p>\n

It also means that the number of digital platforms your audiences live on, has become a lot more fragmented and is likely to change a lot more over time.<\/p>\n

For iGaming operators, the role of social is unquestionably important. So how do you ensure that, as an iGaming marketing stakeholder, you stay on top of your game, demonstrate ROI and achieve your KPI\u2019s ?<\/strong><\/p>\n

Don\u2019t Just Spray and Pray<\/h2>\n

Performance Marketing reigns supreme within iGaming, an on-going quest to optimise results across a myriad of KPI\u2019s that are critical to success. The prioritisation of these metrics (Gross Gaming Revenue, Net Gaming Revenue, First Time Deposits, Cost Per Acquisition, Average Revenue Per User, Customer Lifetime Value ) mean that, understandably, most brands tend to allocate between 80-90% of their digital budgets to paid media activity , increasingly through programmatic to ensure they are reaching the maximum possible audience across all the right channels while just 10-20% goes into producing the creative and analysing social data.<\/p>\n

Remove the guesswork. Replace with Insight, Know-How, Know When.<\/h2>\n

For established igaming global operators, this type of activity yields good results. But what if they could be a lot better? Are the results as good as their key competitors? Do they suffer from a lot of churn or struggle to build a community?<\/p>\n

Or what if you’re launching a brand in a new region within a tight time frame? Will throwing money at paid media be enough? How do you know where your audience is, or more importantly,\u00a0 who your audience is?<\/p>\n

Going back to paid media activity, the relatively little amount spent on creative can be counter-productive, because well executed contextual creative actually accounts for 70% of the impact and effectiveness of advertising.\u00a0 For many, many years dynamic creative and creative optimisation took a back seat to media optimisation, and its interesting to see that now its becoming a lot more of a key focus , given that performance marketers have optimised their paid media execution as far as they can.\u00a0<\/p>\n

So how can you be sure \u00a0that you are getting the best bang for buck for your paid media? \u00a0<\/strong><\/p>\n

Even putting aside the complexities of programmatic (issues with spend\/ reach \u00a0transparency, viewability and accountability- more of that in another blog post) and just focusing on, say, \u00a0Facebook Ads, are you really generating the best return on your spend? \u00a0I asked one of our social brand activation specialists, Miki Elson , for a quick sanity check when preparing campaigns and this was what was normally top of mind on his checklist :<\/p>\n