Digital Marketing: Current Trends in iGaming

Presented by Nicky Senyard, CEO and Founder

Topics:1. Who is the Income Access Group?2. Top 3 digital marketing trends in iGaming3. Impact of social gambling on iGaming4. Mobile in 2015

ABOUT THE INCOME ACCESS GROUP

Digital Marketing

TrafficCampaign

Optimisation

ABOUT THE INCOME ACCESS GROUP

OVER 13 YEARS’ EXPERIENCE IN GAMING

INCOME ACCESS: WHAT IS OUR GLOBAL EXPERIENCE?

250+ leading operators in 50+ markets, across North America, South America, Europe, Australia, and Asia.

Offices in 3 continents for 24 hour service

Top 3 digital marketing trends in iGaming

Trend one: efficiency through technology Tracking all of your acquisition channels in one central

location allows for easier reporting and evaluation

• This means making quicker, better informed decisions about where to invest in marketing

Targeting is key - the more targeted the messaging across acquisition channels, the higher value of customer

• This is even more important for mobile, effectively

communicating at a device level to ensure a positive user experience

Work with the end in mind: work backwards from budget, acquisition and CPA goals; it may be difficult to visualize in the beginning, but it is important to determine your finances from the get-go

User experience is king

Trend two: knowing your customer In Europe, we are seeing consolidation of brands

because of the volume of operators in the market

Having successful brand analytics is key

Biggest brands are adapting to new market contexts and consumer habits

Brands that are most successful know customer efficiencies related to brand analytics

In the United States, there is a lack of consolidation and still a great opportunity for growth

Land-based properties can learn from Europe by understanding customer preferences and habits

Brands should apply an integrated approach to digital and property branding

Trend three: cohesive marketing

Creating an integrated marketing strategy is important for targeting valuable customer segments

Successful brands are evaluating offline, online and mobile marketing efforts for a complete picture of the customer

A holistic marketing ecosystem consists of a balance between above-the-line and below-the-line marketing efforts

Above-the-lineTV

Print

Radio

Billboards

Ad networks (online and mobile)

Digital Below-the-line

SEO

Google (PPC)

Facebook and other social media networks

Affiliate marketing

Email marketing

Impact of social gambling on iGaming

Blurring the lines of social and real-money Customer saturation means the need for innovative solutions

and content to match customer habits and preferences

There is a considerable amount of research which shows a correlation between free-to-play games and real money gambling in young people (Ipsos MORI, 2014)

eMarketer expects US adults to spend 5 hours 46 minutes with digital media daily this year

Paying social gaming customers spend an average of 15-16 minutes per day (ISGA)

Blurring the lines of social and real-money Social casino offerings create opportunity for:

New partnerships and customer segments

Innovation in products and content

Customer stickiness

Wider reach of pickup

Real-money brands are now integrating social elements to their products

Example: Casino Saga

Mobile in 2015

Mobile in 2015Mobile considerations

Things to consider:

1. Does mobile have an impact on acquisition?

2. Have you optimized your product and brand for mobile consumption?

3. Integrating mobile into your digital marketing strategy

Mobile in 2015Mobile related to acquisition

Things to consider:

Does mobile have an impact on acquisition?

4.55 billion mobile users in 2014

This past year, there has been an average of 29% year-on-year surge in mobile users

Mobile penetration of the online casino vertical: MECN reports that online casino brands’ mobile revenue rose to 49% of their total turnover in Q3 2014

Approximately 56% of online sportsbook revenue coming from mobile

Mobile in 2015Mobile and optimization of your product

Things to consider:

Optimizing your product for mobile

Accessibility (creating a mobile-friendly and mobile-responsive product)

» Mobile apps

» SEO

Usability (responsiveness and customer journey, quality of experience)

Visibility (how easy is it for users to find your app?)

Mobile in 2015Mobile as a marketing channel

Things to consider:

Integrating mobile into your digital marketing strategy

Mobile should not be treated separately and needs to be integrated into the overall marketing strategy

Cohesiveness of branding and user experience

Mobile becomes a key component of your acquisition campaigns

Key takeaways: Having a cohesive and integrated digital marketing strategy

Implementing the proper tools and mechanisms for tracking and reporting marketing efforts

As market consolidation occurs, brands must clearly understand their customers and content consumption habits

Innovation through mobile and social offers opportunities for brands to engage with current customers and extend their reach to new segments

THANKS FOR ATTENDING

For more Information, please feel free to:

• Stop by the Income Access Booth: N7-300• Email: nicky@incomeaccess.com