GPWA Times Magazine - Issue 31 - February 2015

determination of affiliates and operators will be tested as they experiment with content, communication and cross-plat- form marketing strategies. “A modern advertising campaign and brand identity require development of a clear, consistent voice, an accurate view of the customer base and a sustained, fo- cused communication effort across multi- ple channels,” says Michael LaVista, CEO of web consulting firm Caxy, in a contri- bution for Wired ’s Innovation Insights blog. “It takes the courage to honestly evaluate who you are as a company and the commitment to regularly revisit your core identity and reach out to your cus- tomers on the platforms they use.” The U.S. market provides an ecosystem with a wealth of platforms to engage po- tential players and build dynamic reten- tion strategies. The reason for this fertile marketing landscape, however, is the same one that makes it such a challenging pursuit. The audience is there, but can op- erators and affiliates collaborate to draw their attention? Through a combination of shared knowl- edge concerning customer behavior and openness to new technologies, the an- swer to the above question should be a resounding “Yes.” It’s unknown whether any additional states will see iGaming go live in 2015 but preparation will remain a focus. This is also practical for brands looking for an effective response to in- creasing competition for player acquisi- tion and retention in the U.K. market. Follow the leader In iGaming, as in any other industry, catching up to or surpassing current frontrunners is a necessary endeavor that should be encouraged as part of a long-term strategy. Of comparable im- portance is sustaining that leadership role, similar to the significance of retain- ing player engagement. The themes explored here highlight the importance of achieving and maintaining leadership in one industry by broaden- ing the scope through which new ideas are sourced. This can and should involve exploring the trends and leaders in other industries, even if not directly related. In 2015, digital marketing will be a grow- ing practice for the majority of indus- tries. This means there will be innumer- able providers from whom iGaming can seek guidance — which, as stated earlier, may hinder more than help. As success- ful brand development becomes increas- ingly reliant on a sharper strategic vision and optimal solutions, the best bet for iGaming brands will be to seek out the leaders in those practices most essential to their business. Those ahead of the game are already tak- ing these factors into consideration. But for every iGaming stalwart, whether af- filiate or operator, there is a fledgling operation with the best intentions that is being challenged to make the right deci- sions. Rather than segmenting resources across each prospective marketing chan- nel, 2015 will see operators and affiliates coming to a collective understanding that digital marketing requires an approach that allows stakeholders to identify the best prospects and allocate resources with greater confidence. Corey Tardiff is a senior affiliate marketing coordinator at Income Access. Focused on nurturing partnerships and identifying common needs between affiliates and operators, Corey uses his experience in the iGaming industry to build relationships that are fruitful and lasting. Corey is also coordinator for the Income Access Affiliate Network. We are nearing a point, if we’re not already there, where the importance of selecting the right technology will surpass that of the right strategy, with the latter becoming increasingly dependent on the former.” 24 iGaming trends for 2015: Choosing to market more effectively