INDUSTRY INSIDER: MARK MCGUINNESS
ICE Barcelona & further predictions for 2025
Mark McGuinness
In this month’s guest column, our resident industry insider, Mark McGuinness looks back at the recent successful ICE trade fair and offers his predictions for further iGaming developments and launches we can expect to see during this year.
Poker, and the current format ‘social poker’, is one of those platforms to fuse competition, strategy, community, and camaraderie.
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t is hard to believe that we are already in February and spring is coming to the Northern Hemisphere. It was all change in January and the start of year, and to quote that lyrical poet, Vanilla ICE: “All right, stop! Collaborate and listen. ICE is back with the brand-new edition!” Yes, Clarion’s ICE was indeed “back with the brand- new edition”, this year in its new location of Barcelona. For those that attended, I’m sure you would agree, it was a great success, and testament to the vibrancy and of a resilient and forward-thinking iGaming industry. ICE Barcelona was massive, both in the sheer size of traversing the various halls, skywalks, and tens of thousands of delegates. With that, some big ideas were discussed as what could be the proverbial next big thing?
TRENDING NOW: THE
RESURGENCE OF SOCIAL GAMING Social free-to-play poker has revolutionised the world’s oldest card game for a new generation of players and is symbiotic with land-based and online casinos. The explosive growth of social poker and free-to-play business models, like sweepstake casinos, signals a fundamental shift in the gaming and entertainment landscape, driven by the modern consumer’s unyielding desire for connection, interaction, and shared experiences. Today’s players, whether they are poker enthusiasts, sports bettors, or casino table players, slots or gamers, demand genuine social engagement in a digital world that is more immersive and visually striking than ever before.
10 FEBRUARY 2025 GIO
At its core, social poker is about building a vibrant community. Players are no longer satisfied with simple games or passive entertainment; they seek networks, friendships, emotional stimulation, and dynamic spaces where they can express themselves and share exhilarating moments. Leading social poker platforms like Devilfish Poker and EvenBet Gaming are meeting this demand decisively, creating immersive and socially connected ecosystems. Players engage with unique avatars, digital assets, collaborative tournaments, and competitive leaderboards. These features enhance the poker experience, transforming it into an electrifying community event rather than a mere transaction.
The ascent of the social experience economy underscores the critical importance of entertainment that fosters emotional connections. This is abundantly clear in the new age gaming industry and in high-growth crash games like Aviator, which draws millions of monthly players. Players crave a sense of belonging and purpose, and social poker delivers by promoting interaction, collaboration, and spirited competition. Platforms like Devilfish are at the forefront, leveraging cutting-edge technologies such as blockchain to offer exclusive rewards, unique digital assets, and personalised opportunities that supercharge engagement. The resurgence of social poker is not simply a game; it is about community, shared experiences, and a bold redefinition of entertainment in today’s digital age, where attention and a meaningful sense of purpose are in high demand.
TODAY’S BRANDS MUST PRIORITISE COMMUNITY The marketing landscape for land-based casino, sportsbooks, sports betting, and online casinos is a sea-change, influenced by the imperative to deliver experiences that are not only seamless but also rich and immersive, and also generate revenue and payback for shareholders. Today’s players, who are hyper-connected and digitally savvy, seek out products that engage them on multiple sensory levels. At the heart of this transformation is the critical alignment of brand identity across diverse
channels. Successful marketers are leveraging emotional marketing strategies to forge deep and meaningful connections between the brand and its players, establishing a sense of belonging and community.
As we are already moving to the end of Q1 in 2025, the emphasis on community building emerges as a fundamental element of effective product development, and therefore marketing strategies. By creating opportunities for shared experiences, like social poker and sweepstake casinos, as an example, and encouraging social engagement by hosting collaborative events, land-based casinos, sportsbooks and online casinos can significantly enhance player reach and therefore loyalty. This approach turns casual users into passionate advocates for the brand, amplifying its reach through authentic, word-of-mouth recommendations.
Furthermore, the integration of brand consistency, emotional resonance, and community initiatives is poised to shape marketing trends throughout 2025. It’s essential to recognise a fundamental truth in marketing: consumers do not merely purchase products; they invest in feelings and experiences that resonate with them. Harvard professor Gerald Zaltman highlights that a staggering 95% of purchasing decisions occur in the subconscious mind, driven by emotions rather than rational thought.
In light of this understanding, land-based casinos, sportsbooks and online casinos must broaden their focus beyond the sheer quantity of products, games, tables, or services on offer. Instead, they should prioritise the emotional experiences they create for their players. The pivotal question for product development and marketing teams is how each touchpoint, or micro-touchpoint, can evoke positive emotions in players and build a community.
In the ever-evolving gaming industry, players are not satisfied with mere transactions; they yearn for experiences that engage, inspire, and deeply resonate with their desires. A brand’s strength lies in its ability to cultivate emotional connections, which are critical for success in both sports betting and casino marketing. A compelling brand acts as a guiding light, clearly embodying the values, commitments, and distinctive qualities that differentiate a casino in a crowded marketplace.
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