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ICS


Multi-vertical operators’ approach to content


Andrew Morgan, Director of International Strategy at ICS Mediagroup, says online casino operators entering the sports betting market must re-think their content marketing strategies.


O


ne of the most interesting trends we are seeing in the online casino sector right now is casino-only operators expanding into new verticals, particularly sports betting. I’m talking about the likes of Mr Green, LeoVegas and Casumo, all of which started out as new online casino brands but have ultimately launched online sportsbooks too. There are several reasons for this – these brands have become hugely popular and highly trusted among online casino players, many of whom also wager on sports. In addition, entering additional verticals such as sports betting allows these operators to leverage their brand equity and acquire new players that only wager on sports. Some of these players will then be tempted to play slots  they are given the right incentives and offers. This is particularly the case in Eastern European markets where operators use online sportsbooks to acquire players then push them to the casino where the most revenue is made. But entering new verticals is no easy task, particularly when it comes to marketing a new sportsbook to players and certainly to those not already engaged with the casino brand. Of course, there are many ways to market an online gambling brand to consumers – TV, radio, online, social media, etc – and all methods will have to be used. There are some similarities to the approach taken to marketing an online casino and an online sportsbook, but there are also differences and this is absolutely the case when it comes to content. Content marketing is now used by the majority of online gambling brands to engage, educate and entertain customers, and also to help brands rank in the SERPs for keywords and phrases. But the type of content that online casino brands will have to create for their newly launched online sportsbooks is very different to what they are used to. For casinos, content often takes the written form and includes things like game reviews,


102 OCTOBER 2019 GIO


guides to promotions and bonuses, and the occasional interview with a casino manager. Sportsbooks, on the other hand, have to become sports media powerhouses to capture punters, provide them with the information they are seeking and keep them engaged with the brand.


WRITTEN CONTENT IS THE FOUNDATION


Similar to online casino, written content forms the foundation of any online sportsbook content marketing strategy. It should take the form of: • Breaking news • Player and team guides • Match previews and reviews • Data and analysis • Pundit columns and op-eds • Player interviews • Betting guides.


The sports, teams and players written about should align with the sports and markets offered by the online sportsbook. Content should be written by knowledgeable sports writers. Quality must be at the heart of all content – sportsbooks must remember that they are competing with established sports media brands, many of whom are affiliates or operators themselves. It is also important to ensure content is posted regularly – we usually recommend at least once a day but ideally more – to keep punters up to speed and coming back for more.


AUDIO CONTENT STRENGTHENS ENGAGEMENT


Audio content is very powerful when it comes to keeping punters engaged with a


sportsbook brand when they are on the move or unable to monitor team, player and match updates. Radio broadcasts are the most common – and effective – audio content format and work incredibly well on mobile, allowing punters to listen to off-tube commentary and punditry. This can be offered across most sports – football, international and domestic rugby, major golf tournaments, etc – and also include “audio blast” updates. It means that punters can tune into sportsbook-branded radio and listen to commentary while commuting, on their lunch break at work, doing chores, etc. Audio broadcasts can also include calls to action, such as the latest markets and ever-changing in-play odds. Punters can then open the sportsbook app and place a bet.


VIDEO CONTENT IS THE FUTURE Video content is taking the world – and


certainly social media – by storm. Sportsbook operators that do not offer it will undoubtedly struggle to engage players.


Video content can take several forms including: • Match previews and reviews • Game update blasts • Player and manager interviews • Pundit analysis.


One of the most effective forms of video content are Gillette Soccer Saturday-style off-tube punditry commentary shows. These tap into the second screening phenomenon and clips can also be shortened and shared on social media. Just like audio content, they can also include calls to action.


These are just some of the different types of content that casino operators entering the sports betting sector for the first time must create and publish to engage punters. Those that do – and understand the different approach required for each vertical – will undoubtedly find success now and in the long-term.


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