Pulse
MARKETING & COMMUNICATIONS RELAX GAMING, SPORTINGTECH & LADY LUCK GAMES
“It’s always important to keep an eye on where new and high-value channels might
offer opportunities. By utilising forward-thinking strategies and adopting early, you can have an edge over the
competition. What’s arguably more important though is optimising the approach to
any channel, new or otherwise. Getting the foundation of what you do right should be the first consideration, which includes innovation within those activities.”
Victoria Bonner
multiple areas of the business at once. Tis isn’t necessarily a 2022 issue, nor is it one that’s specific to iGaming, but it’s a obstacle that’ll never go away!
Marketers must wear many hats at once. We have to be creative and write copy, promote new products, draft performance reports, manage multiple social media accounts, keep the website updated with the latest information about our releases and be in constant dialogue with stakeholders to ensure that our games are actually being seen and played. Tis is before planning to attend large events such as ICE!
What new innovations and spaces should iGaming companies be looking to utilise for marketing purposes in the not-so-distant future? (i.e. The Metaverse, affiliates, etc.)
Marija Hammon: Te future of marketing is an exhilarating place to be. With innovations including the Metaverse as hot topics within the industry and beyond, we will have ever more opportunities to connect in different spaces and tailor our approach to reaching audiences.
Although there is an astronomical amount of innovation and untapped potential which we need to anticipate, understand and embrace, it is important not to lose sight of the foundations.
attention in today’s world. As showcasing products, visuals and communications that achieve attention-grabbing initial reactions and long-lasting impressions becomes more challenging, professionals need to be weary of unexpected market changes and other contributing factors.
It is essential to continuously strive to drive trends vs. becoming stagnant or simply reactive and ensure a continuous grasp of digital marketing trends. Overlooking the importance of omni-channel marketing is also a risk, in my opinion, as is not placing enough attention on increased value in content and messaging (seo/optimisation doesn’t replace that).
Failure to avoid the oversight of not utilizing tools and techniques to assess your position, in an ongoing manner, also creates gaps and limits your ability to evaluate and optimize strategies moving forward. Vision is everything.
Sometimes marketeers make the mistake of moving so fast that they don’t take the time to critically reflect on efforts, assess results and plan effectively, which makes strategic growth a challenge for them. Tis becomes even more likely in a world where we feel we are constantly busy and engaged. Stop, breathe, think, then act.
Julian Borge Barthet: I think the biggest difficulty is prioritising our time evenly across
Julian Borge Barthet: I briefly touched upon affiliates earlier on. I firmly believe that they’re going to play a huge part in promoting new products going forward. Essentially, affiliates are keen to build positive relationships with suppliers such as ourselves so that they can be seen as a trustworthy source, and we’re keen to reach players directly. It’s a win-win situation.
I think it’s far too early to start thinking about Te Metaverse. It’s an interesting concept that is going to be huge one day, but right now I think it’s still a step too far for most of the industry.
Victoria Bonner: It’s always important to keep an eye on where new and high-value channels might offer opportunities. By utilising forward- thinking strategies and adopting early, you can have an edge over the competition. What’s arguably more important though is optimising the approach to any channel, new or otherwise. Getting the foundation of what you do right should be the first consideration, which includes innovation within those activities.
For the most part, B2B looks at targeting people in the industry that already have a prior understanding of where to find what they need. By making yourself visible in these spaces, it will lead to new customers if your offering is on point and can deliver. You need to be where you’re expected to be – it’s then up to you to effectively communicate who you are, what you do and what makes you better than your competition.
NEWSWIRE / INTERACTIVE / MARKET DATA P139
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