MARK MCGUINNESS COLUMN
Predictions for 2025 and the second half of the decade
Mark McGuinness brings over 24 years of experience in digital marketing leadership, specifically within private and public iGaming operators across diverse regulated markets. As a former scientist and a recognised authority in iGaming, focused on affiliate marketing, Web3, social poker, and casino gaming, he firmly champions the integration of neuroscience and behavioural economics in online marketing strategies. In this month’s column, he looks at the technological developments happening in the industry today and what influence these may have for this year and beyond.
G
ambling is ephemeral because it thrives on fleeting moments of excitement, anticipation, and chance – our emotional connection. Each roll of the dice or turn of the card offers a unique, unrepeatable emotional experience. All consumers have attention deficit syndrome, with casinos struggling to vie for attention either in the physical venue or via digital media, as well as the numerous screens that consumers use that pervade and compete for attention. So, what could be the trends in marketing for land-based and online casinos in 2025?
CHANGE IS INEVITABLE – IT’S HAPPENING BEFORE OUR VERY EYES
The marketing landscape for both land-based and online casinos is experiencing significant evolution, driven by the narrative to create seamless, frictionless and integrated experiences that engage today’s hyper-connected players. Central to this transformation is aligning brand identity across various platforms, which employs robust emotional marketing to establish more profound and meaningful connections between the casino and their patrons. Casinos can evoke
trust and excitement by personalising compelling stories, narratives, and interactions, ensuring a memorable player journey if using emotional marketing.
Fostering community has become fundamental to effective marketing strategies in this decade. By promoting shared experiences, social engagement, and collaborative events, casinos can enhance loyalty and transform players into passionate advocates for the brand.
The integration of brand consistency, emotional resonance, and community-oriented initiatives will be the main drivers of trends throughout 2025, and positions casinos to meet and exceed the expectations of today’s highly connected audience, effectively merging physical and digital experiences into a cohesive and engaging ecosystem.
THE POWER OF THE BRAND & EMOTIONAL RESONANCE
Online casinos strive to capture attention with attractive bonuses and sign-up offers that seem irresistible. However, many players are disillusioned by harsh terms and excessive wagering requirements that diminish the appeal of these incentives. As a result, conversion rates are plummeting, lifetime value (LTV) is decreasing, and more players are choosing to opt out of promotions. This shift indicates that promotions are often viewed as obstacles, and points of friction and a negative sentiment to the brand, rather than benefits, leading to frustrations and brand dissatisfaction. It’s time for casinos to rethink their approach and provide genuine value that resonates with today’s players.
FEELINGS & THE EXPERIENCE ECONOMY Consumers don’t buy products is a well-known reference in marketing. According to Harvard professor Gerald Zaltman, 95 percent of purchasing decisions are subconscious and driven by our emotions. Casinos must understand that it isn’t about the number of products, games in the casino lobby, tables, or services; it is about feelings and experiences – full stop. How each touchpoint or indeed micro-touchpoint makes your guest feel is the threshold question the
26 JANUARY 2025 GIO
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