Pulse
MARKETING & COMMUNICATIONS RELAX GAMING, SPORTINGTECH & LADY LUCK GAMES
Roundtable: Te changing face of Marcomms
G3 speaks to key decision makers within the marketing departments of some of iGaming’s top studios ahead of the return of ICE London. We discuss new market expansion, key content channels and the lingering effects of the pandemic with Relax Gaming’s Marija Hammon, Sportingtech’s Victoria Bonner and Lady Luck Games’ Julian Borg-Barthet.
Which B2B and B2C channels do you consider most valuable when promoting the company and its products?
Victoria Bonner, CMO, Sportingtech: As a B2B platform provider, our primary objective is lead generation, followed closely by brand awareness and educational outreach that focuses on our remit and USPs.
To translate that into effective marketing, we need to be where our potential customers and partners are. A mix of paid media is usually the approach for online, whereas the offline world is catered to with trade shows. We’re interested in targeting the industry in our growth markets and that means utilising an intelligent mix of wider awareness and targeted marketing to drive leads.
P134 WIRE / PULSE / INSIGHT / REPORTS
Marija Hammon, Head of Marketing, Relax Gaming: A strong online strategy is integral to keeping our business at the forefront, however, we simultaneously respect the strength of face-to-face interactions, and place emphasis on securing presence at conferences - from both a sponsorship perspective and in terms of team representation - whilst also running our own corporate hospitality initiatives, game tournaments and other social initiatives.
Ultimately, our most important B2B channel is owned media, including our client area, website, social media channels and CRM systems, which offer a key communication point to our own existing customer base. Naturally, following on from that will always be our phenomenal media partnerships who bring Relax content to a wider space. Earned media is
important to our marketing mix as an amplification tool, both in its own right and also in combination, with shared media as an example.
Due to the nature of connectivity that we enjoy in the digital space today, we are aware of the extraordinary impact and reach that every digital marketing effort can present. Producing high quality visuals, clear messaging and a unique approach is more important than ever in order for companies to stand out in a sea of information. Te power of outstanding video content is also no longer only desirable, but essential.
When it comes to B2C, our operator partners are the strongest tool for communicating to players, however, there are other marketing
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154
