Apply Social Networks to Promote iGaming Sites

According to statistics, 90% of Internet users aged 18–34 prefer to interact with brands on social media. Another 40% perform targeted actions thanks to high-quality ads in messengers. The data is valid for many industries, including the gambling niche.

Experts of the Smart Money studio explain why it is worth promoting virtual casinos through SMM channels, which messenger to choose, and what tools are considered the best. Our specialists can help you with the entertainment project’s expansion.

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Definition of SMM

This is a form of making brands more famous, thanks to social media. The method appeared in the mid-2000s, at the stage of development and popularisation of messengers.

Today, it has become an important part of the overall strategy of gaming companies for several reasons:

1. A millionth target audience. For example, Twitter alone has more than 2.5 billion registered accounts. Therefore, promoting a casino platform in this global network guarantees huge coverage, increased recognition, and high profitability.
2. Continuous contact with subscribers. For this purpose, messengers provide various functions, from sending individual messages to personalised impressions based on previous sessions. The average user spends from 2 to 3 hours a day on social networks, and this time should be exploited to build communication.
3. Targeting. This is one of the areas of SMM. Its essence lies in the demonstration of advertisements to a specific audience selected according to specified parameters. The tool significantly reduces marketing costs.
4. Cooperation with bloggers. Interaction with opinion leaders is one of the youngest trends. It is possible to launch a joint project with influencers, order advertising from them, etc.

Benefits of Promotion in Social Networks

Let us consider why entertainment firms prefer SMM marketing:

1. Research of the target audience. Analysis of demographic data, behaviour, and interests of clients helps to better understand their needs. Based on the information obtained, businessmen can launch effective campaigns, as well as quickly attract and retain customers.
2. Increased recognition of iGaming brands. This is facilitated by an active presence on social networks, the publication of valuable and engaging content, and the organisation of various contests. Constant interaction with users helps to gain their trust and improve the firm’s image.
3. Internet traffic growth. The placement of links to interesting content and services encourages players to go to the site where they receive additional data, register, and launch slots.
4. Better retention of gamblers. SMM provides closer interaction with the audience. For example, entrepreneurs can respond to comments and questions from customers, share relevant content, and arrange quizzes. Another advantage is the creation of personalised advertising messages that provide high conversion rates.

Rules for Promoting Digital Casinos in Messengers

Despite many advantages, the use of SMM is associated with some limitations.

The first and most important barrier is the policy of social media. Each messenger sets its rules regarding the advertising of iGaming products but there are general trends that can be seen on all platforms.

Meta

The marketing of entertainment for money is completely prohibited here. An exception is made only for social casinos. Such projects work successfully, attracting a multi-million audience and bringing decent profits to their owners.

Traffic monetisation takes place through the sale of in-game tools, the provision of subscription services, and the launch of collaborations with bloggers.

Punters can place bets directly in the messenger. Another option is to download exclusive content from the Google Play or Play Market app stores.

Twitter

This resource is more suitable for promoting casino portals. Before starting an advertising campaign, entrepreneurs must obtain written permission from the messenger’s administration. In this case, the advertising rules vary depending on the country:

1. Czech Republic. Operators can promote gaming sites and sportsbook resources or organise virtual poker tournaments if they have previously received a licence from the Ministry of Finance. Advertising of affiliated services, payment aggregators, and other related projects is also legal here.
2. Denmark. The jurisdiction allows casino marketing with targeting aimed at locals. But first, it is necessary to obtain a certificate from DGA.
3. France. Twitter allows this kind of advertising if entrepreneurs have received permission from the Autorite de Regulation des Jeux en Ligne (ARJEL). The distribution of information about fantasy sports and horse racing is not restricted by Twitter in any way.
4. Italy. The promotion of casino content is prohibited in the country. An exception is state lotteries.

Telegram

This is the most gambling-friendly social network. All types of marketing are allowed here, including targeting, publication of push messages, etc.

The unlimited possibilities of the platform make it an excellent basis for launching Telegram casinos, one of the most popular projects in recent years. They combine the advantages of classic Internet portals and interactive messengers, which ensures a huge response from the audience.

The backend of such solutions resembles the management system of traditional gaming sites. The frontend is made in the corporate style of the app, encouraging communication and having fun.

Telegram casinos provide users with an opportunity to:

• register and go through verification;
• place bids;
• receive bonuses;
• participate in multiplayer tournaments, and much more.

SMM Methods and Tools

iGaming advertising in Meta, Instagram, Telegram, etc., is available through the creation of personal pages, groups, or communities. They can publish such data as reviews of new websites, recommendations from experienced players, and ratings of payment systems.

Effective ways to make entertainment portals more in-demand:

Targeted Marketing

It is aimed at those clients who are already interested in betting:

• often view information about casinos;
• have a verified account on one of the portals;
• participate in tournaments and seasonal missions;
• are interested in related topics (for example, fantasy sports).

Targeted messages are posted on a paid basis, but this is one of the most profitable and inexpensive methods.

The presence of flexible settings allows business owners to select the target audience segment and additional parameters as accurately as possible (time and duration of ad serving, ways of interaction with the audience, etc.).

A well-planned campaign in social networks leads to an increase in Internet traffic and the operator's profit.

Content Marketing

The main reason why players subscribe to various digital pages is a high interest in what they offer.

First, the audience looks for interesting and useful materials and only then views messages with calls to action (log in or make a deposit).

The filling of accounts should combine publications with reference materials. It is good when informational content prevails over marketing (for example, in a ratio of 8 to 2). This balance is most convenient for gamblers. They receive both useful information and notifications about the advantages of virtual casinos.

To increase coverage, it is important to:

• like the people’s comments and always respond to them;
• alternate types of content (text, photos, and videos);
• add hashtags;
• provide convenient navigation within a thematic group or community;
• brand the entertainment in accordance with the company’s corporate style.

Videos

The format is suitable for those entrepreneurs who promote iGaming portals on:

• YouTube;
• Twitter;
• Instagram;
• Twitch.

With the help of videos, you can tell people about the benefits of registering at a casino and introduce a huge catalogue of entertainment and available bonus features. A popular option is to demonstrate the spins of reels and the appearance of high-value winning combinations. Such clips motivate people to go to the site immediately and start playing.

Streams are a promising direction of video marketing in the gaming niche. Entertainment can be broadcast from different angles. It is also possible to add replays of successful sessions and communicate with opponents in real time.

Interaction with Users

Advertisers apply thematic email newsletters, leave comments under publications, post questionnaires, and much more. The main thing is to build trusting relationships with clients and tell them about the iGaming brand and its strengths.

Push notifications also provide good audience coverage. These are short messages that are sent with the help of special services with advanced settings and filters.

Such an option is characterised by a high level of views and low cost. In addition, this format is not as strictly regulated by the administration of messengers compared to, for example, native advertising.

The Main Things about SMM in the Gambling Niche

This is a popular tool for scaling the casino business.

Key aspects that entrepreneurs need to take into account:

• The advantages of the option include explosive growth of Internet traffic, better retention, and high-quality audience research. It also contributes to building iGaming brand awareness and trusting relationships with clients.
• The rules for promoting entertainment sites differ depending on the chosen messenger. Telegram offers the most favourable collaboration terms. Advertising on Twitter and Meta has stricter requirements for operators.
• Popular SMM options include targeted promotion, publication of videos, and sending push notifications. All of them bring good results.

The Smart Money studio offers professional tools for advertising gaming portals. We use such modern methods as SEO, SMM, native advertising, cooperation with affiliates, etc.

From us, it is also possible to order the following useful services:

• creation of a turnkey online casino;
• installation of White Label platform;
• integration of payment systems;
• development of HTML5 slots according to individual sketches;
• security software connection;
• preparation of a business plan, and much more.

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