iGaming marketing involves creating and running user acquisition and retention campaigns for online casinos and sports betting platforms. This form of marketing is essential to operators and partners looking to beat the competition as more brands join the online gambling market. 

There are many effective iGaming marketing strategies, including;

• In-platform marketing
• Affiliate marketing
• Search engine optimization
• Paid search advertising
• Social media marketing
• Display advertising
• Email marketing
• Mobile marketing
• Content marketing
• Influencer marketing
• Experiential marketing

Before we begin, note that creating an efficient online gambling marketing strategy is a process. 

You’ll first have to understand your market and set clear goals before you start executing. Once that is sorted, you can begin adopting the strategies below. 

1. In-platform marketing

As an iGaming operator or partner, in-platform marketing should be the first choice for your strategy. Here, you can use your existing iGaming platform to advertise to players directly. The goal is to keep players engaged, increase spending, and boost retention without leaving your platform. 

Here are a few ways to incorporate this marketing strategy in your online casino or sports betting platform: 

• Customized promotions: Offer personalized rewards and bonuses based on the activities and preferences of players. For instance, offer free cash or credits to players who love playing live casino games. 
• VIP or loyalty program messaging: Reward players with loyalty programs for continuously playing on your platform. Players can accumulate points for playing on your platform, which they can redeem for free cash, unique bonuses, and free gifts. 
• Gamification elements: Use gamification features like special challenges that reward players when they complete certain tasks, such as making a specified number of deposits or playing a specific game. 

2. iGaming Affiliate Marketing

Affiliate marketing remains one of the best iGaming marketing strategies. iGaming affiliate marketing involves collaborating with individuals or groups who will promote your services and products on their websites or social media platforms.

These partnerships can help boost organic traffic, which could lead to an increase in your player base and revenue growth. In return, affiliates get a commission for every lead or sale they generate for your iGaming business. 

It is important to find affiliate marketers who can market your offers in the online gambling sector. These could be influencers, iGaming websites, or content creators that have already become authorities in the sector. 

You'll also need proper tracking and analytics for your affiliate marketing program. A great way to keep track is to use affiliate tracking software like Scaleo or PartnerMix, which can accurately tell you how each program is performing. 

Top software checks areas like conversions, clicks, and generated leads. You can then use the data to tweak your program and focus on high-performing affiliates for the best returns.

3. iGaming Search Engine Optimization

SEO, or search engine optimization, is another iGaming marketing strategy for operators who want better online visibility and organic traffic. If you have a website with content that is properly optimized for relevant keywords, you can rank higher in search engines, ensuring that you reach a wider audience. 

Here are some key areas to focus on here: 

• Proper Keyword Research: First, you’ll need to find the high-volume keywords that are relevant to the iGaming scene and target potential players. You can leverage tools like Ahrefs and Google Keyword Planner to make this process easy. 
• Optimize Content: Next, you’ll need to update your website's content. You can do this by using target keywords in your content meta description, headings, titles, and body. Also, remember to use internal and external links to reputable platforms. Finally, optimize images with alt texts and watch as rankings improve. 
• Use backlinks: Get quality backlinks from authority sites through guest posts and other similar strategies. The right backlinks can improve your authority and get you more organic visitors that you can convert to real money players.

4. iGaming Paid Search Advertising

Paid advertising involves running ads on search engines like Google, Yahoo, or Bing to promote your iGaming service. You’ll need to bid for specific keywords that are relevant to your iGaming service and show ads to users who search for them. 

If you choose to incorporate this marketing strategy, here are some things to note: 

• Keyword Targeting: Pick keywords relevant to the iGaming sector, like online casinos, sports betting, casino games, or slot games. Do proper research and settle for those who have the potential to convert. 
• Geo-targeting: iGaming laws are not the same in all countries. Make sure you run ads in countries where gambling is regulated and you are licensed to offer your services. 
• Note Ad Policies: Paid search ads come with regulations you must follow depending on the search engine. For instance, Google will require you to complete a gambling certification process before you can run ads in specific regions. 

5. iGaming Social Media Marketing

Social media marketing is essential for any iGaming operator and partner looking to get new customers. Platforms like Instagram, Facebook, X, and TikTok are great options for reaching individuals you’d originally not have. 

To use this strategy, you’ll first need to have a strong social media profile. Ensure you have a business profile on all top platforms where you will frequently post engaging content. This content should include a combination of game updates, promotions, industry news, contests, and giveaways. Remember to respond to comments and interact with your followers to build trust. 

If you have the budget to support it, you can go for paid ads on Facebook and Instagram. Targeted ads can help you access specific audiences that are relevant to your business. Make sure you familiarize yourself with the various advertising policies before using this strategy. 

6. iGaming Display Advertising

Display advertising is a marketing strategy that involves the use of visual ads like images, videos, and banners to promote iGaming services on various platforms. Display ads can appear on apps, websites, and social media platforms. You can use specialized iGaming ad networks like Blockchain-Ads, Adsterra, and PropellerAds to fulfill your display ad needs. 

Display advertising is a great way to increase organic traffic and encourage players to register and deposit funds on your platform. 

Some of the ad formats we recommend you try include: 

• Standard display banners: This involves using GIFs or static images to promote bonuses, special offers, and upcoming games. 
• Rich Media Ads: These ads allow users to interact with them directly and may consist of audio, video, and fun animations. 
• Native Ads: Ads in this category blend into the content's website while subconsciously marketing your service to players. This is a less intrusive option, and you'll typically find it on social media platforms. 

7. iGaming Email Marketing

Email marketing is a crucial strategy for businesses in the iGaming sector and works best when implemented to support other strategies. It is a great way to personalize your interaction with players while boosting engagement. 

You can build an email list and regularly communicate with your target audience. The process of building an iGaming email list includes:

• Implementing opt-in forms on your website
• Creating dedicated landing pages
• Offering incentives like free bets or bonus credits
• Leveraging social media
• Running contests or giveaways
• Incorporating sign-up options within games or betting platforms

When creating your email list, you'll want to categorize it based on factors like engagement, behavior, and personal preferences. This ensures that every message you send is effective and increases the chances of player conversion. 

You can also use automation to make this process simpler and keep users updated on bonuses, sales, and new events. Like other strategies, you’ll need to measure the success of your email marketing campaigns using KPIs like click-through rates and conversion rates. 

8. iGaming Mobile Marketing

Mobile devices have become a standard in today’s world, which makes it a vital marketing tool in the iGaming industry. Operators and partners can quickly reach the target audience by promoting casino games, sports betting solutions, and other services through mobile devices.

The great part of mobile marketing is that it instantly reaches the targets anywhere they are located.  Here are some ways you can use this strategy: 

• App store optimization/advertising: Ensure your app listing is properly optimized in the app store. Use relevant keywords, clear descriptions, and screenshots in your listings to get a higher ranking in app stores. 
• Push Notifications: Remind users of upcoming events, new games, ongoing tournaments, and events through push notifications. You can group users based on their interests, like live dealers or slot casino games. 
• In-Game Mobile Advertising: Use mobile gaming ad networks like Unity Ads, Applovin and ironSource to promote your offers on millions of mobile apps and games. You can reach players who download these apps through ads in the form of pop-ups, banners, or videos.

9. iGaming Content Marketing

Content marketing involves the creation and sharing of high-quality content to build trust and drive player engagement. It also supports other iGaming marketing strategies, including SEO and social media marketing. You’ll need to combine various types of content for this strategy to be effective. This means creating the following: 

• Blog posts 
• Newsletters 
• Gambling guides 
• Podcasts 
• Videos/Pictures 
• Infographics

Mixing the content is important because they all serve different types of players. While some players may prefer blog posts, others might prefer gambling guides and infographics. Make sure you continue to track your content marketing results.

You can use social shares and website traffic to track the engagement rates from each piece of content. Then, use the information to create content that only aligns with your audience. 

10. iGaming Influencer Marketing

Collaborating with influencers is another marketing strategy that has been proven to work in recent times. Influencers tend to have a huge following built on trust, and you can leverage this connection to your iGaming site. Here are a few ways to get them on board: 

• Content Creation Partnerships: work alongside influencers to create content like tutorials, live playthroughs, and promotional campaigns. 
• YouTube and Twitch Partnerships: collaborate with well-known content creators and streamers who can play your games in real time and offer honest reviews. Aim for influencers who already have a large audience in the iGaming scene. 
• Ambassador Programs: Build a network of people who will represent your iGaming brand at events, social media posts, and other marketing activities. You can choose well-known poker players or bettors as your ambassadors since they’ll already have the following you can tap from. 

11. iGaming Experiential Marketing

This iGaming strategy offers a more hands-on approach compared to others. The aim of this strategy is to create brand awareness, generate buzz, and let players have a feel of what you offer. iGaming operators and partners who are just breaking into the sector can use this strategy to quickly build trust. 

Here are some ways to incorporate this strategy: 

• Live streaming events: Sponsor online and offline online tournaments where players can play games like blackjack, poker, slots, and eSports. Attach massive prizes and jackpots to this game to draw an audience and create excitement. You can also sponsor live casino games, where players can enjoy their favorite titles and interact with live dealers for a realistic live casino experience. 
• Virtual Reality Experiences: Develop a virtual reality gaming environment where players can play their favorite games. This can recreate the feeling of being in a live casino and offer a memorable experience. 
• Interactive Game Demos: Set up booths at iGaming expos or conferences where users can try out new games or experience immersive betting. This hands-on experience ensures potential partners/players fully understand what your platform has to offer. 

Understanding iGaming and online gambling marketing strategies

iGaming marketing strategies are specialized approaches used by online gambling and betting companies to promote their products, attract new players, and retain existing customers. A carefully planned and executed campaign comprises one or more strategies already outlined previously, with the top five being:

1. In-platform marketing
2. Affiliate marketing
3. Search engine optimization
4. Paid search advertising
5. Display advertising

What are the ways to build an effective iGaming marketing strategy?

Building an effective marketing strategy that combines player acquisition and retention to position your brand. Both are crucial for the success of your iGaming marketing strategy. 

The goal of player acquisition is to draw in new players to your platform using various promotional offers and marketing strategies. This will ensure more revenue, which is essential to the success of your iGaming business. 

After you acquire players, effective player retention strategies help keep them on the site. Over time, it is cheaper to ensure that players are happy and satisfied with your platform instead of trying to acquire new ones. Player retention is a vital strategy that ensures your business will be successful in the long run. 

We’ll discuss how you can achieve both below. 

Strategies for player acquisition

Great strategies for player acquisition include: 

• Welcome Bonuses: Offer amazing welcome bonuses on your platform to get players to sign up for an account. These could range from incentives such as deposit bonuses, free spins, and no-deposit bonuses. Potential players who see that there are freebies available when they sign up will be more likely to register and start playing. 
• Demo games: Give players the chance to access your games for a limited time. This allows them to check it out without any commitment, which might motivate them to register for an account. 
• Referral programs: Reward existing players who bring in new users with a referral bonus. This bonus should apply to both the referrer and the new player, which is a win-win. 
• Search Engine Optimization: Properly optimize your website for search engines by targeting relevant keywords. This will draw in potential customers searching for similar terms, increasing their chances of signing up. 
• Use Retargeting Ads: Retargeting ads allow you to reach visitors to your site who have not signed up or made a deposit. These ads remind them to visit your platform and sign up for an account. 

Strategies for player retention

Top strategies for player retention in the online gambling industry include: 

• Personalized Offers and Promotions: Leverage data analytics to understand players' behavior and preferences. Use this information to offer personalized promotions and bonuses to ensure players only get offers that interest them. 
• Personalized Communication: Address each player by name when communicating via email, in-game messages, and push notifications. This builds player trust in your business because it makes them feel you know them at a personal level. 
• Loyalty Programs: Tiered loyalty programs are essential in retaining players. Set up a system where players can earn rewards and points based on their activity on your platform. As players climb up their loyalty levels, they can receive free spins, cash back, and other benefits. 
• VIP Programs: Develop a VIP program with exclusive benefits for regular players and high rollers. Benefits could include a dedicated account manager, exclusive customer support, faster withdrawals, higher limits, and more. Ensure you keep VIP players engaged with personalized experiences and offers. 
• Reliable Customer Support: A player who knows help is easily accessible when there are issues on your platform is more likely to stick around. Make sure you offer 24/7 customer support via live chat, email, phone, and your social media pages. These should be manned by reliable support staff who can resolve problems fast. 

What are some iGaming marketing examples to draw ideas?

If you want to implement an iGaming marketing strategy but don’t know how to begin, here are some campaigns to draw ideas from: 

Vbet User Acquisition in Southeast Asia

Vbet, a renowned online casino and sports betting operator, wanted to expand its service into Southeast Asia and Korea. To attract more users in these regions, it collaborated with Blockchain-Ads. 

The Ad network used various strategies, including localized targeting, dynamic retargeting, creative customization, and budget optimization. Eventually, the operator got 2,228 new depositors and $228,534 in deposits at a cost of $34,076. As you can see, the campaign was a success and showed excellent results even though it lasted only a month. 

Read the complete Vbet case study and results.

Spinwise User Acquisition Campaign 

Spinwise, another popular iGaming platform, aimed to increase its user base and partnered with Blockchain-Ads. The main objective was to get new high-value depositors with a $10k budget. 

To achieve this, Blockchain-Ads used various strategies, including creative testing, retargeting strategies, and targeted audience segmentation. The outcome was 482 new depositors and $35,210 in deposits, which is impressive.

Read the complete Spinwise case study and results.

What are the best iGaming marketing tools and software?

Using the best iGaming marketing tools and software can make your marketing efforts seamless and provide you with important insights. Here are some leading tools and software that you can check out:

Are iGaming marketing agencies worth it?

iGaming marketing agencies are essential for partners and operators. These agencies consist of industry specialists with decades of experience and may have the skills that you lack. Agencies are experienced in working with various operators in the iGaming industries and know the right strategies for player acquisition and retention. 

Moreover, iGaming marketing agencies offer numerous services such as PPC, SEO, social media management, and content creation needs. They can create a marketing strategy that is unique to your organization. Lastly, you save more cost when you hire an iGaming agency since you don’t have to pay full-time staff. Great iGaming marketing agencies include Digital Fuel Marketing, ActiveWin, and NuxGame.

Are ad networks better than agencies for iGaming marketing?

Marketing agencies offer comprehensive strategies but can be expensive and slow to start. Whereas gambling and iGaming ad networks provide immediate targeted traffic. Blockchain-Ads, in particular, excels in iGaming marketing with its focus on crypto and gambling industries.

It offers advanced targeting based on wallet activities and blockchain behaviors, reaching a relevant audience of crypto enthusiasts and gamers. This precision targeting, combined with programmatic advertising and regulatory compliance, maximizes ROI for iGaming companies.

Blockchain-Ads also provides both self-service and managed account options. The managed accounts offer full-service support, from ad design to campaign optimization, combining the personalized approach of agencies with the efficiency of an ad network.

This versatility makes Blockchain-Ads a powerful choice for iGaming marketers seeking comprehensive, targeted advertising solutions.