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Marketing and advertising of online bookmakers

Marketing and advertising of online bookmakers

The technological revolution has made sports betting more accessible than ever, taking it from traditional bookmakers to users’ homes and devices. Anyone with a smartphone has the opportunity to place a bet on a multitude of sports and events. Accessibility, combined with a love of sports, has contributed to an explosion in the popularity of sports betting. According to a market research study by Zion Market Research, the global sports betting market will be worth $ 179.3 billion in 2028, with a CAGR of 8.33% between 2021 and 2028.

Today, sports betting has become one of the fastest growing industries in the world. In Spain, betting is the segment in which a greater number of people participate (1,046,427 players), with an annual variation rate of 4.67%, according to data from the ‘Online Player Profile Report 2020’ published by the General Directorate for the Regulation of Gambling (DGOJ), a body that exercises the functions of regulation, authorization, supervision, control and, where appropriate, sanctioning of state-level gambling activities. In a market environment such as online sports betting, where product differentiation is minimal and demand is strong, online marketing strategies play an essential role for gambling operators, both to win new users and to retain existing ones.

Advertising targeting, affiliate marketing, and social media

The online bookmakers They are taking advantage of the unique marketing possibilities available to them to attract thousands of bettors. In fact, sports betting advertising and marketing spending has increased exponentially in recent years, as reflected in the display of advertising messages intended for sports fans. According to data from the DGOJ, bookmakers invested 71.4 million euros in advertising during the first three months of 2021.

The latest studies suggest thats young men (between 18 and 35 years old) are the target audience for bookmakers, which use a wide variety of marketing strategies to attract and reach this key audience segment. Advertising segmentation is a key element for online bookmakers. After all, sports betting is aimed at a very specific target audience, such as sports fans.

Advertising is one of the best ways for online betting houses to position themselves in the market, since it is a tool that allows to publicize the activity of the gambling operator and all its services. A market where positioning (the position of the product in the mind of the potential customer) is key, mainly because the consumer must associate the brand with the operator’s activity and their needs. Being an environment with many competitors and where it is very difficult to differentiate, bookmakers often offer unique services, which are not offered by the rest of the operators, to continue attracting customers. Also, bookmakers set their own odds, which attract more serious bettors looking for a little variability in the odds on different platforms.

Gaming operators advertise through different ways: advertisements (television, other media, and billboards), affiliation, and sponsorships. Affiliate marketing is one of the strategies used by all bookmakers, is already particularly effective for niche markets such as sports betting. With this method, platforms, both large and small, promote their services through advertisements on the websites or blogs of their affiliates, obtaining greater exposure, reaching a much wider audience and increasing brand awareness. In addition, it not only generates traffic to the website, but also offers interesting information to users about what they are looking for.

There is no doubt that social media also plays an important role in bookmaker marketing strategies. Whether it’s Twitter, Facebook or InstagramAmong others, social networks are really effective in promoting different services, improving the brand image, attracting new customers and maintaining direct communication with consumers. In fact, it is the main communication instrument between the brand and the customer. Today, bookmakers are dedicated to creating attractive and informative posts so that bettors have enough reason to follow their profiles on social networks. Social networks are a space full of people looking for different ways to entertain themselves. This allows marketers to find the right people and target the bookmakers’ target audience to effectively promote the business and drive traffic.

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