A range of external factors can often dictate how an entire industry will market itself. Businesses will follow each other, of course, but sometimes there are a combination of factors that can exert pressure from the outside.
In the gaming industry, or rather the online casino industry, there has been a marked change in marketing practices in recent years. To be frank, it feels like a better approach. What we are looking at is an era of softer advertising, one which lets the games speaks for themselves. Moreover, there is a push towards an industry-lead march towards responsible gaming. Let’s break it down:
Advertising Blackouts
How can less advertising be more effective? When it is done before any legal restriction comes into place. In the UK, for example, the Labour Party has been pushing for stricter regulation on all forms of gambling. While the party is not in power, it’s conceivable it might be soon. So, instead of waiting for a kind of marketing castration, the gambling industry has taken it upon itself to limit its advertising on television. If you watch Premier League football, for instance, there has been a marked decline in the number of betting adverts around the games. This has been achieved without regulation.
Subtle Marketing
Adverts for online casinos are still slick; no doubt about it. However, there is also a veering away from the promises of untold riches, and a move towards a more subtle approach. It’s a bit like the old adage in effective story telling – show me, don’t tell me. In that respect, the games speak for themselves. A game like the Irish Luck is slot is popular in the UK, for example, due to the organic growth in its prominence at casinos. Players talk online, swap advice and tips on which games to avoid and which to play; that level of connectivity does the casino’s marketing job for them.
Responsible Credentials
Are you more likely to trust a gaming operator that at least acts like it wants you to spend less money? Of course, you are. That’s what has happened with many of the best operators, who will allow the players to set control limits on their account before they have spent a penny on the games. This kind of responsible nudge theory has been proven to be highlight effective, allowing for players to play with a cool head and enjoy a more responsible approach to gambling online.
Connected Jackpots
As we mentioned, sometimes the games speak for themselves. These days casinos will have a range of progressive jackpot games, which are connected to each other across different operators and different countries. These jackpots can reach over £10 million without too much effort. Again, what happens is that you get a kind of organic buzz, in a similar manner to what you would find when the EuroMillions jackpot reaches a huge amount.
Social Missions
Is an online casino somewhere you play games, or do you socialise there? The former used to be the only answer, but there is now a push to do a bit more. For instance, your casino account can become a kind of journey; unlocking different rewards by achieving different milestones. There is a social element to it too, with leaderboards and competitions between other members of the community. It means, as such, that casinos do not need to spend advertising bucks encouraging to retain players; they have their own tailored journey to complete.