GPWA Times Magazine - Issue 48 - December 2020

it’s important to lean on aspects of the industry that are better perceived — such as the entertainment element of online slots, or social element of sports betting. Opting to create a content campaign themed around pop culture films or other areas of entertainment—such as gaming, reality TV or dating apps —works really well for iGaming brands as there’s a natural tie-in, both to themed slots and the gamification element of streaming platforms. An added benefit to targeting entertainment is that it usually accommodates additional angles that are relevant to similar sectors like Lifestyle, Sports and Tech. Therefore, the campaign’s justification and appeal are already taken care of. Generally, the best themes for iGaming brands are: video games, films, music, fictional character breakdowns and tongue-in-cheek topics like celebrity influence, dating or sex —but there are some harder-hitting areas that you shouldn’t shy away from. While some operators may be put off mentioning financial data due to the perception of gambling, we’ve seen success with stories that focus on celebrity earnings or personal earning potential, as long as they’re presented in an objective and newsworthy manner. In reality, any topic can work well for any brand as long as it’s justified to some extent. You can improve the authority of any content campaign by utilizing trustworthy sources and justify- ing your methodology, whether it’s through the use of industry reports, existing datasets or expert comments. CONTENT CAMPAIGNS AS PART OF A WIDER SEO STRATEGY But it’s important to note that a successful campaign also relies on a robust strategy to ensure that the work you do is justified internally. Any piece of marketing material, no matter how small, should be based on a discovery phase or off-site audit. This includes identifying which of your site pages are the most only increasing in global popularity. In fact, Google Trends data shows that interest in online casinos, online slots and online poker has increased exponentially in the last five years, and is experiencing a resurgence in popularity during the COVID-19 pandemic following a peak in mid-July 2020. So, given that paid links are the default in the iGaming sector, but can prove counterproductive, how can online casinos and sportsbooks cut through the noise? Luckily, there are some tried- and-tested strategies that can improve the success rate of your content marketing efforts considerably, ensuring you convey your brand message and intentions to the right audience. PRODUCING EFFECTIVE IGAMING CONTENT CAMPAIGNS Ultimately, the secret to the success of any content campaign is an honest approach, as building links is best achieved through trust with journalists and your target audience. It’s important to always justify why a campaign has been created — and why by that brand — and what the intention of the content is. This can be difficult in the iGaming sector, as many publications will assume the intention is to promote immoral gambling habits, so Opting to create a content campaign themed around pop culture films or other areas of entertainment — such as gaming , reality TV or dating apps — works really well for iGaming brands as there’s a natural tie-in, both to themed slots and the gamification element of streaming platforms. 41 G P W A t i m e s . o r g