As anyone who has worked in or with an online casino will readily tell you, there is never a one-size-fits-all marketing solution, and this is primarily down to the massive range of games and genres that fall under the banner. Slots, live casinos, and other areas come under that banner in many cases, and their players come from all manner of backgrounds even within the same game type.
This article will look at how understanding your audience in iGaming can be absolutely essential to success, and the steps you can take to improve what you already have.
The Key Theory and Benefits
As with any business, before you even open your virtual doors, you should know the audience you’re aiming at. Especially with casinos, a unique niche is vital, and you’ll be immediately off on a bad foot if the biggest audience demand is a classic high-end casino feel and you’re delivering a bright and cartoony environment.
More than that, proper market research can dictate the kind of games you provide and how to present them. Let’s take an example all the way from New Zealand, the all-rounder casino site Neon Vegas. The site leans into the scale of Vegas in the design, and all the games listed have custom designs for the thumbnails. Combine this with the carefully categorized game titles, which is actually more of a rarity than might be expected, and it’s clear that the intended feel is to be a professional and high-quality online casino NZ players can go to over more casual experiences.
The choice of game selection is also important, and there’s a clear understanding of the types of games players want. The site contains a higher number than usual of branded slots from TV shows and movies, meaning they have a clear customer profile as well. All of this contributes to making the casino stand out from the competitors in the market and means that there’s a much higher chance of retention and a lower chance of player churn.
What You Can Do
The first thing is to get yourself some kind of market research platform to use if you don’t have the staff on hand to handle it in-house. It’s critical that you develop a full profile of your target audience down to as many fine details as you can. After that, it just comes down to refinement of your own site until the two line up perfectly. Remember that with market research and optimization, the more work put into it often means the more results that you’ll get.
Keep in mind that these are not likely to be instant results; this form of marketing is geared towards the long-term success of your business, not for quick wins. It will certainly pay off in the long term though.
As a final note though, keep in mind that market research isn’t an absolute guide to your audience and shouldn’t be used as such. If in doubt, always trust your own business senses as well, and ideally make sure to use both together for maximum effect.