The Role of Content in Driving Traffic to iGaming Sites

The entertainment industry is highly competitive. That is why operators need to properly plan advertising strategies if they want to stand out. One of the key aspects of such a task is the high-quality promotion of provided solutions.

Managers of the Rosloto studio will tell you how original expert publications contribute to the growth of Internet traffic and loyalty of regular casino visitors.

About the Concept

The term can be described as a universal strategy aimed at keeping clients interested through relevant and useful offers.

In fact, advertising specialists create digital materials for:

• iGaming sites;
• pages on social networks;
• email newsletters;
• thematic and specialised resources.

High-quality and interesting content can be presented at a conference, posted on YouTube or in the media, etc.

The lion's share of publications is occupied by texts. In addition to them, it is advisable to use audio/video fragments, graphs, diagrams, gifs, and other options.

Recent research shows that 70% of customers prefer to learn about a company through informative articles rather than direct advertising. The statement is true for many sectors of the economy, including gambling.

It is difficult to imagine the promotion of casino products without other effective methods: SEO, SMM, and social media targeting.

Key Tasks of the Tool

Among the main objectives, we can name:

1. Helping people to familiarise themselves with iGaming platforms. In this case, it is important to focus on the most significant points. In the entertainment niche, this means a large selection of solutions, generous bonuses, legality, fast withdrawals, jackpot series, and multiplayer tournaments.
2. Demonstration of expertise. Posts, videos, or articles that can solve the problems of players increase their trust in the casino brand. Entrepreneurs need to post information about reliable ways of depositing and withdrawing funds, reviews of new slots, and data about effective betting strategies in table games.
3. Growth of a loyal audience. The main benefit of the tool is the generation of huge volumes of Internet traffic. People subscribe to newsletters, follow the iGaming company on social networks, and go to its website to start placing bets after passing the registration procedure.
4. Customer retention. Operators can stir the interest of clients by organising various competitions, sending personalised email newsletters, and publishing posts with promotional codes.
5. Feedback gathering. To perform the task, it is worth conducting various surveys and monitoring votes, comments, as well as reviews. It allows business owners to quickly establish a dialogue with players and learn about their preferences.

Why This Tool Is So Important

The HubSpot online publication claims that 82% of PR managers regularly use content marketing. Moreover, its role in promoting online casinos is only increasing every year.

Today, the online space is filled with hundreds of low-quality articles with manipulative information and intrusive advertising. That is why legal iGaming platforms have to stand out from their competitors by posting expert materials, refuting false data, and promoting a responsible approach to the placement of bets.

The right approach gives the website higher positions in search results. Google algorithms rank expert portals with keywords quite well and improve their visibility on the Internet. They give preference to those digital casinos that provide truthful and useful info.

This way, operators can get an influx of solvent organic traffic with high conversion and increased income.

Content strategy has a relatively low budget compared to other promotion methods, such as direct advertising or collaboration with influencers.

Types of Materials for the Gambling Niche

Let us consider the most popular options:

Texts

These are articles, guides, reviews, selections, instructions, etc. Their goal is to tell customers in detail about the advantages of visiting online casinos, give practical advice on choosing payment systems, and introduce current bonus offers.

The main characteristics of high-quality textual content are a short format, structured presentation, and maximum information.

Cases

These are meaningful stories about how the company performs the tasks assigned to it. Among the key elements, we can name the user’s request, options for solving the problem, and the final results.

This type of material is applicable to the B2B segment:

• game manufacturers;
• payment aggregators;
• CRM service providers.

If an iGaming site implements ESG principles and adheres to socially responsible gambling principles, then this can also be discussed using cases.

Email Newsletter

The tool allows entrepreneurs to attract new Internet traffic and interact with regular customers. Thanks to the solution, business owners can increase the number of repeated registrations and establish communication with those clients who, for some reason, have stopped playing.

Letters should be as personalised as possible, so it is not enough just to send message templates to everyone. It would be effective to write individual texts for different groups of users and send them a gist of free spins of information about new slots.

Posts On Social Networks

Short publications make it possible to present in an original way such elements as:

• expert advice;
• life hacks;
• reviews of new releases.

In addition to text, entrepreneurs can use graphics, illustrations, photos, as well as video and audio materials. The main thing is to be creative so that the advertising message is catchy and involving.

It is recommended to publish posts on Facebook, Instagram, Twitter, Telegram, and other social networks.

Each platform has its requirements for advertisers and restrictions on the promotion of online casinos. The most loyal resource is Telegram. Here, you can create entire communities of gambling enthusiasts.

Educational Materials

These are courses, webinars, lectures, podcasts, and other solutions that highlight the expertise of the entertainment provider.

Such options can be used to train and test employees and help new players.

Hosting Platforms

The format is suitable for firms for which it is essential to show products or services in action. In the iGaming field, this includes the registration/verification procedure and rules for depositing funds. Operators can also place a video of the slot machine in its demo version but it is necessary to take into account the limitations of the hosting portals.

UGC (User Generated Content)

These are links, comments, reviews, photographs, screenshots, and hashtags. Some of them are created chaotically (for example, feedback), while others are encouraged to be published by the companies themselves (for example, hashtags with the name of a casino brand).

Players trust UGC more than the materials provided by enterprises. It is believed that the gamblers’ content is the most honest, truthful, and objective. People share their experiences of interacting with the resource and evaluate how quickly and reliably it functions.

However, it would not be wise to rely only on the tool. In this case, firms risk filling their social networks and pages with negative reviews. Therefore, it is important to build a strategy for working with USG and have an internal moderation system.

Where to Look for Ideas

Posts must be detailed, relevant, useful, and contain only accurate info.

Let us consider where to find inspiration for creating high-quality materials:

1. Search queries. Most often, they are generated by gamblers, and sometimes, by representatives of the B2B segment. Customers are looking for data on new releases, current payment services, reliable websites, and platforms with no-deposit bonuses.
2. News. These are changes in legislation, rules for replenishing accounts/withdrawing funds, profitable partnerships, the opening of iGaming exhibitions, and industry conferences.
3. Thematic forums. There, people leave real feedback, share their impressions of online casinos, and give practical advice for both beginners and experienced players. This data can be used to create publications by posting only original and unique info.

How to Launch a Content Marketing Campaign

The main stages of promotion are:

1. Setting tasks. Operators need to decide what they want to use the tool for. Most often, the reasons are the attraction of solvent customers who are highly interested in gambling.
2. Analysis of the target audience and market. Entrepreneurs can focus on millennials, the middle class, or, conversely, the older generation. Much depends on the current offer (games and bonuses), the chosen country, and market capacity.
3. Strategy development. It is necessary to select the main and auxiliary types of content, decide on a website on which casino owners will post publications, and indicate a start-up budget. Operators also need to indicate the expected KPIs and the time frame for evaluating the results. In gambling, these are click-through rate, conversion, and ROI (return on investment).
4. Team building. This requires high-quality texts, audio, video, original photographs, and involving appeals. Most often, the creation and placement of digital materials is the task of an SMM or SEO specialist.

The Main Things about the Concept

It can be described as an effective strategy for attracting customers.

Key features of the tool:

• It is aimed at building a loyal audience, demonstrating the expertise of the casino brand, and providing feedback. The solution also helps retain players and turn them into regular clients.
• It is better to use content marketing together with other advertising methods. SMM, SEO, and social media targeting have proven themselves well.
• The most popular types of the tool are text materials, cases, email newsletters, and posts on social networks. UGC also provides a good response.
• First of all, operators need to define promotion objectives, analyse their audience, and develop a strategy. It is also important to indicate a start-up budget and KPIs to track the results.

You can order advertising tools, branding services, and the creation of unique HTML5 slots from the Rosloto studio.

We also offer:

• turnkey casinos;
• White Label platforms;
• certified games;
• security software, and much more.