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iGaming marketing strategies
Trevor HatfieldJul 4, 2024 7:00:00 AM13 min read

6 iGaming Marketing Strategies for the Top Operators

Interactive gaming, or ‘iGaming’ for short, is not only a thriving industry, but it’s one that’s typified by blindingly rapid advancements in technology. These tech shifts impact the preferences of the player base, as well as the development and evolution of the regulatory structures needed to effectively manage the sector. As a result, operators are faced with the burden of continually adapting their marketing strategies to communicate with and engage with their players more effectively.

At its core, iGaming marketing depends on a clear understanding of the dynamic nature of the industry itself. It also requires leveraging various channels to bring in new players and build retention in them. This will usually need a mix of various digital marketing or advertising tactics alongside things like personalized experiences, tailored to each individual and honed by regulatory compliance. By putting in the effort to make sure they’re implementing innovative approaches and staying at the forefront of emerging trends, operators can experience more growth, which is critical for this ultra-competitive market.

In this post, we’re going to look at the six most critical marketing strategies that iGaming operators can use to help build and strengthen their brands, engage with more players, and more nimbly navigate the often complex regulatory landscape. These strategies are one of the most crucial ways in which operators can acquire new players, retain their current fans, and help drive more general business growth across the sector.

The methods and strategies we’ll be looking into include email marketing, affiliate, social media, and content marketing, as well as SEO and even pay-per-click advertising. By using the right combination of these strategies, operators can build a more meaningful series of engagements with their audience, helping them to remain relevant and competitive. Let’s get to it.

1. Email Marketing


Email marketing is one of the oldest, yet most important, of the cornerstone strategies for iGaming operators. It creates a direct and personalized way to create engagement with players. By building a robust and effective email list, iGaming operators are more easily able to maintain regular communication with their target audience. This communication can bring the players updates on upcoming or in-development games, as well as current promotions and unique or exclusive bonuses.

It’s going to take some work to get your email campaigns to be effective enough that you can see the results, so it’s essential to segment the list into meaningful chunks based on things like behavior, engagement, and even personal preferences. This helps the messaging resonate more with some groups, making the messaging more effective and boosting the overall chances of player interaction.

One of the most influential factors in email marketing is personalization. Using the player’s name, referencing their favorite games, or even creating unique promotions and sharing codes can help incentivize engagement even more. On top of that, facilitating more dynamic and real-time content like personalized recommendations and automatic updates on preferred tournaments or bracket standings can ensure your emails stay fresh and exciting, meaning more of them get read.

When crafting your email marketing strategies, consider implementing automation to help fill in communication gaps and keep your audience engaged. Automation can help make sure that new players are immediately welcomed to the space and given a short tutorial on how to navigate and find the features important to them. Automation can be leveraged to re-engage dormant or inactive users, as well as keep active users posted on new events, sales, and bonuses.

No matter what your specific strategy, measuring the success of your email campaigns with meaningful metrics is critical. Look at KPIs such as conversion rates, click-through rates, and even the percentage of users who read the emails in the first place. Use A/B testing to find the best option between two solid choices for subject lines, graphics, email body content, calls-to-action, and more, so that your organization is always putting its best foot forward.

2. Affiliate Marketing

Another way to generate substantial amounts of traffic and subsequent revenue is to create and leverage partnerships that can help drive more traffic to the site, which helps boost player acquisition and retention. Additional collaboration with affiliates to promote the brand on their platforms as well can help attract new players from audience segments not generally available in other ways.

Affiliate marketing works pretty easily. First, it’s important to find affiliate partners who already have a strong presence or loyal following in the iGaming industry. These might be channels like popular or trending gaming websites, influencers, or content creators who have already crafted a dedicated audience with a demonstrated interest in online gaming. Finding the right affiliates initially helps ensure that the promotions land with the targeted, engaged audience they’re aimed at.

Filling in the details and specifics of your affiliate program will be critical to your ultimate success, and it will involve researching and offering commission rates that are competitive for your industry. You’ll also need to provide your affiliates with high-quality marketing materials, while also making sure they receive accurate disbursements at the correct times. An affiliate agreement that’s well-structured and transparent will help cultivate long-term trust and beneficial business partnerships.

Your affiliate marketing program will also require robust tracking and analytics. Leveraging advanced tracking software can help operators to more accurately monitor the performance of each affiliate, assessing metrics like clicks, conversions, and raw revenue generated. Over time, this data can be used to further optimize and fine-tune the program by highlighting the best-performing affiliates, strategies, and materials that yield the best returns.

Finally, communication and support will be foundational elements of maintaining a strong portfolio of affiliate relationships. Regular updates, continuous training, and dedicated account managers can all help affiliates stay up-to-date regarding new games, promos, and gaming best practices. The ongoing, top-tier support helps build a tremendous sense of value with affiliates, which helps them feel more excitement when promoting your brand.

3. Social Media Marketing

Social media marketing is critical for any modern gaming business, particularly for iGaming operators, where social platforms are a way to connect individually with players, build incredible levels of brand awareness, and drive engagement 24/7. Platforms including (Formerly Twitter), Facebook, Instagram, and especially TikTok are all gold mines for broadening your audience base and reaching more diverse segments of your target audience.

To start, make sure your profile and social media presence is strong. Make sure you have professional or commercial profiles on all popular platforms and consistently post engaging content while interacting with your followers and audience. Your content should be a diverse mix of posts highlighting promotions, game updates, industry news, and more interactive elements like polls, contests, and giveaways to keep the shares and comments going.

Paid social media advertising is another powerful way to interact with your audience. Targeted ads and promotions can help build business in specific audience segments. Influencer marketing with gaming influencers and content creators can also help consistently put your brand at the top of your audience’s feed.

4. Content Marketing

Content marketing is another vital strategy, and it focuses on creating and distributing high-quality content to cultivate trust and engagement with players while enhancing their overall experience.

Content marketing needs a diverse mix of content types to be effective. This means you’ll be creating blog posts, videos, pictures, interactive posts, infographics, newsletters, and even podcasts. Each different type of content is going to appeal to a different player, with some preferring multiple types, and each type being suited to different purposes.

Tracking the performance of content marketing efforts is crucial. Metrics like website traffic, social shares, and engagement rates provide insights into what types of content resonate most with the audience.

5. Search Engine Optimization (SEO)


Search engine optimization, or SEO, is imperative for operators who want to continuously grow their online visibility and the amount of organic traffic they receive from relevant searches. When operators make sure their websites and content are optimized for the right keywords, and that they aren’t cannibalizing their content, search engine rankings can rise and new, broader audiences can be reached with relative ease.

It all starts with effective keyword research, which is the foundation for any successful SEO strategy. Identifying high-volume, low-competition keywords that are unmistakably related to iGaming helps create content that aligns perfectly with the search intent of potential players. You can find tools of varying usefulness from free to very-much-not-free, with the spectrum typically running from Google Keyword Planner on the free end, to Ahrefs and SEMrush on the other end, sometimes costing substantial amounts.

On-page SEO involves optimizing each web page to rank higher in associated search results. This means updating the content, titles, headings, metas, and more with meticulously chosen target keywords. On top of that, building a robust array of internal and external links, optimizing images with alt text, and more, can help push the pages even higher in the search engine results pages, or SERPs.

Another important part of SEO is building high quality backlinks from reputable sites to enhance domain authority and boost search rank even more. Outreach strategies, guest posting, and creating content that’s easily and quickly sharable are also valuable strategies for building backlinks to your content. Monitor your backlinks, though, and disavow any harmful or unrelated links to keep your link profile strong.

6. Pay-Per-Click (PPC) Advertising

PPC, or pay-per-click advertising is one of the most effective ways for iGaming operators to drive traffic to their sites based on specific, targeted keywords. Running paid ad campaigns on major search engines like Google and Bing, along with expert implementation on social media sites, operators stand a far better chance of attracting potential players who are actively searching for gaming platforms and opportunities. You just might have to get creative with your keywords since so many iGaming related terms are actually banned from most PPC advertising platforms.

Starting a PPC campaign is best done with an extensive and informed keyword research session. You’ll need to identify the most relevant, and high-performing, keywords to ensure that your ads reach the right audience with the allotted ad budget. You can use free tools like the Google Ads Keyword Planner and Google Trends to help find the keywords you want to bid on. Make sure you take into account critical metrics like search volume per unit of time, the competition for that keyword, and the average cost-per-click (CPC).

Next, you’ll need to craft compelling copy for your ads, which will be the primary mechanism for attracting those valuable clicks. The ad material should be clear, and concise, and should have a strong call to action. The call to action is the prompt to get your users, visitors, or potential customers to visit your site and ultimately, convert to a sale. This is where you’ll showcase your unique value or selling points, and mention special promotions, bonuses, or new releases to make the ad even more appealing.

Make sure that when your audience and potential customers take that action, they arrive at a properly-optimized landing page. Not only should it be optimized, but it should be unmistakably relevant to the user, so they feel a seamless experience. Give them a clear headline, engaging on-page content, and an obvious path through your funnel to conversion. Optimization covers mobile users, as well, so be sure all your pages are optimized for mobile devices.

Finally, like other marketing efforts, be sure you’re watching your campaign performance and tracking the results so you have an accurate ROI. This is particularly true with PPC campaigns, where your ad spend can suddenly evaporate with useless keyword clicks. Be sure you’ve got a watchful eye on CTR, conversions, ROI, and the differences in A/B ad testing.

How SendX Can Help iGaming Operators Implement Many of These Marketing Strategies

SendX is a powerful email marketing platform that can be an invaluable tool for iGaming operators looking to implement many of the marketing strategies outlined above. With its user-friendly features and comprehensive set of tools, SendX can help iGaming businesses effectively engage with their audience and drive growth.

We Make Email Marketing a Breeze

First, SendX's advanced segmentation and tagging capabilities make it easy for iGaming operators to organize their email lists based on player attributes, behaviors, and preferences. This allows for highly targeted email campaigns that resonate with specific audience segments, increasing the likelihood of engagement and conversion. SendX also offers a drag-and-drop email editor, enabling marketers to create visually appealing and responsive emails that capture players' attention and encourage interaction.

Affiliate Marketing Done Right with SendX

When it comes to affiliate marketing, SendX's advanced automation features can help iGaming operators streamline their communication with affiliates. Automated welcome emails, performance updates, and promotional campaigns can be set up to keep affiliates informed and motivated. Additionally, SendX's detailed reporting and analytics provide valuable insights into the performance of affiliate-driven campaigns, allowing operators to optimize their strategies and partnerships.

Repurpose Your Social Media Marketing Content in Email

SendX can also be a valuable tool for iGaming operators' social media marketing efforts. Create newsletters that feature the content you’re sharing on social media - add links and ask people to check out your profiles.

You can also use the content you’ve generated on social media as the basis for your newsletter. For example, let’s say you posted an awesome video about a new offering. Grab the transcript of the video, and feed it into your favorite AI content generator and voila! You can prompt it to write a first draft of your email newsletter about the subject.

Alternatively, share the stuff you’re writing in your newsletters across your social media profiles. This type of cross-channel promotion helps increase brand visibility and drives traffic back to the operator's website.

Drive Traffic to Your Existing Content

Content marketing is another area where SendX can provide significant support. The platform's email editor allows marketers to create engaging newsletters featuring blog posts, videos, and other valuable content. By regularly delivering high-quality content to email subscribers, iGaming operators can foster trust, build brand authority, and keep players coming back for more.

In conclusion, SendX is a versatile and powerful email marketing platform that can help iGaming operators successfully implement and optimize the six key marketing strategies discussed in this article. By leveraging SendX's features and integrating the platform into their overall marketing mix, iGaming businesses can effectively engage with their audience, drive growth, and stay ahead in an increasingly competitive industry.

Are You Ready to Tap Into the Power of These Marketing Strategies?

As we wrap up our rundown of the six leading iGaming marketing strategies, it’s clear that even in this state-of-the-art industry that seems to move at light speed, reliable strategies like email marketing, affiliate marketing, even PPC advertising, conventional SEO, and more can always be used to increase brand visibility to potential players, while boosting engagement with existing users.

Operators who make a point to stay ahead of the emerging industry trends are typically seen to embrace more innovative marketing techniques, which as a result allows them to be more agile when optimizing their strategies. Ultimately, these six iGaming marketing strategies can help operators keep pace with the industry, and even lead the way. And, don’t forget to cross-promote everything you do with your email marketing campaigns. Click here to get started with SendX today!

Make Your Email Marketing Profitable


Trevor Hatfield

Managing Partner at SendWorks