iGaming is a high stakes industry. One of the highest revenue online verticals, the industry has the additional challenge of being fraught with legislatory regulations and challenges, which are often unique for different territories.
At a Linkdex Think Tank earlier this year, run in partnership with 90 Digital and Future iGaming, we got together some the biggest names in iGaming to discuss the future of the industry.
The discussions unearthed some exciting topics, which have now been summarised in the iGaming eBook.
Download iGaming Strategy and Search
Make sure you give it a read to find out about the iGaming industry’s unique relationship with affiliate marketing, and how our traditional understand of brand reputation doesn’t really apply in iGaming (‘Online Reputation and Affiliates‘, Nick Garner). As well as the key themes driving the gambling industry (‘Key Drivers in Online Gambling‘, Rebecca Liggero), and ‘What’s Keeping the Executives up at Night’ (Ewa Bakun).
The chapters also cover universal analytics (‘Changing Channel‘, Jonathan Alderson), and why brands need to think about linkbuilding ‘beyond the niche’ with inspiring presentations on content marketing for iGaming from Marcus Taylor, Kirsty Hulse, Brian Dean, and Danny Ashton.
These are the key themes covered in the eBook:
1) Trends in iGaming for 2014/2015
The past twelve months have shown a handful of key areas in the online gambling industry that are driving innovation today. These key areas include iGaming in America, iGaming in Asia, Mobile Gambling, Social Gaming and Virtual Currency.
By far, the biggest driver of all is Mobile. Operators have seen an incredible growth (revenue-wise and customer-wise) coming from mobile. It’s now down to customer experience and a compelling mobile content, which is where investments are going next.
2) Speaking up for the iGaming industry
A key lesson for the iGaming industry, is that it needs to learn to proactively defend itself from those who want to undermine it. There remains a sentiment, driven by those who campaign against the industry, that the gambling industry represents a problem for the country.
In preparation for forthcoming and potential gambling legislation, gambling industry bodies need to unify their digital and high street businesses and fight the case for the gambling industry.
3) Stepping outside the niche
There is an assumption that people do not want to talk, or consume content about gambling but this is not the case. iGaming offers the potential to engage and entice consumers with content that they not only respond to, but want to share and recommend to their piers. The trick is to think beyond the niche – finding the crossover between iGaming and music, or iGaming and television, films, or sport, can give iGaming brands the chance to reach new markets and build links and recommendations.
Often targeting key personas, and building a picture of a customers needs and interests can give amazing insights into the kind of content brands should be looking to produce.
4) iGaming’s unique affiliate ecosystem
The iGaming industry has a unique affiliate ecosystem. The industry has a select group fiercely contested ‘gambling consideration’ keywords, for example “best football betting site”, which are dominated by big affiliate players.
This, coupled with the fact that iGaming has affiliate commissions of 20-34% (considerable higher than other key verticals such as travel or retail) it makes for a unique ecosystem in which it makes sense for these affiliate sites, to focus on driving clicks and traffic to iGaming brands, often at the expense of the sites own UX and reputation.
This means iGaming is the only industry which can sustain a ‘broken’ affiliate ecosystem which works!
Make sure you download the eBook for many more fascinating insights about the global iGaming industry.
Download iGaming Strategy and Search
Full list of contributors, and glossary of SEO tools:
Online Reputation and Affiliates
Who will fight for the iGaming industry?
Key drivers in online gambling
What keeps the iGaming executives up at night?
Link Building beyond the niche
iGaming without spam
Visual assets for iGaming
Glossary of SEO tools for the iGaming industry
Future iGaming Event – 2nd-4th December 2014
Future iGaming is Europe’s only event addressing future innovations in marketing for the Gambling/Gaming sector.
The event will be a fantastic opportunity to discuss innovations in gambling, and hear insights from 120+ digital marketing experts into how the iGaming industry are winning in their markets.
The event will take place America Square Conference Centre 2nd-4th December 2014.
Find out more here.