Amid the buzz of trends and innovation, it’s easy to lose sight of the basics. Yet, as marketing expert Marija Hammon emphasises, staying grounded in the fundamentals is crucial for iGaming success. Marija, Marketing Director at Relax Gaming, shared her insights on how game providers and operators can differentiate themselves through strategic focus and timeless principles.
The Evolution of B2B Marketing in iGaming
Over the past five years, B2B marketing in iGaming has undergone a transformation. Increased competition and product commodification have driven significant changes. According to Marija, three core shifts stand out:
- Data-Driven Decision-Making: Leveraging analytics to evaluate ROI and optimise marketing spend.
- The Rise of Social Media: Using platforms to build communities, enhance networking, and boost product visibility.
- Engaging the End Consumer: Collaborating with streamers and affiliates to connect with players indirectly.
At Relax Gaming, their approach revolves around their slogan, Driving Differentiation. Marija explained: “We know who we are, who we’re speaking to, and how to deliver with impact.” This clarity allows them to stay ahead of industry trends while maintaining focus on their goals.
Building a Strong Brand Identity
Brand identity is at the heart of effective marketing, encompassing image, positioning, and reputation. For game providers, this means balancing two distinct audiences:
- B2B Focus: Corporate partners value speed to market and reliability.
- B2C Focus: Players prioritise entertainment and high payout frequencies.
Marija highlighted the importance of trust and resonance, stating: “A strong brand resonates deeply and builds trust, the red thread of any successful marketing effort.” Game providers must ensure their brand communicates both competence and excitement to capture attention.
Effective B2B Marketing Strategies
To succeed in B2B marketing, Marija recommends an integrated approach. “You can’t rely on a single channel,” she explained. Key strategies include:
- Using industry media and press releases to maintain visibility.
- Employing email campaigns to directly engage operators.
- Attending bespoke events and industry conferences to strengthen relationships.
Maintaining a consistent, impactful message across all channels is essential. Marija stressed, “Our B2B efforts always begin with a strong message that sticks.”
The Role of B2C Marketing
B2C marketing plays a vital role in creating demand and gaining operator buy-in. Marija’s team collaborates with affiliates and streamers to engage players directly. For instance, Relax Gaming partners with Casino Daddy to co-develop games, ensuring both audience interest and product success.
“Ultimately, players saying, ‘I want to play that game,’ is far more powerful than us saying, ‘Please play our game,’” Marija noted. This shift from push-to-pull marketing is a cornerstone of their strategy.
Aligning B2B and B2C Efforts
The intersection of B2B and B2C marketing lies in creating synergy. While operators focus on financial risks and proven success, players demand excitement and innovation. Bridging this gap requires:
- Innovative promotions to capture player interest.
- Transparent and frequent communication with end consumers.
- Collaborative partnerships that enhance product appeal.
Overcoming Marketing Challenges
In a competitive market, standing out is no small feat. Marija emphasised selectivity as a solution: “Focus on a few high-potential games or campaigns and pour energy into making them a success.”
Launching multiple games each month can dilute marketing efforts. Instead, dedicating resources to a standout game ensures campaigns have the desired impact. Marija’s advice? “Be honest, be selective, and drive winning campaigns that resonate.”
Key Takeaways for iGaming Marketers
Marija’s final piece of advice encapsulates the essence of effective marketing: “Root your campaigns in a strong, clear message. Once you’ve nailed that, build everything else around it.”
By revisiting the fundamentals and maintaining a laser focus on brand identity, audience needs, and strategic execution, iGaming marketers can cut through the noise and achieve lasting growth. Trends will come and go, but the basics remain the foundation of success.
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