GPWA Times Magazine - Issue 50 - August 2021

Content marketing and digital PR have two critical functions in the betting and gaming sector. Firstly, content is the fuel that keeps customers coming back to your site, a reason to make a repeat visit, engage more and choose your brand over another that may be offering the same odds and incentives. Secondly, both serve as the lynchpin of quality off-site SEO, jus- tifying and earning links not only in the betting niche but further afield from very high-quality mainstream news websites — if your content is good enough. Regardless, content marketing in gaming is still, unfortunately, a bit of a mixed bag as many companies still focus on winning customers through offers alone, rather than creating a relationship with them. It’s true that customers are smart and on the lookout for value, but there are other ways to attract them, especially when they’re new to gaming. The best betting and gaming content marketing efforts — be they in the form of interactive websites, infographics, games, win stories or something entirely different — have one thing in common: a reason for existing. Prioritizing quantity over quality tarnishes your brand (and wider SEO and digital strategy), so unless your content is purposeful, data-driven, topical, and relevant, your efforts may be seen as easily disregarded fodder. Being a source of accurate information, interesting perspectives and entertaining insight make your sporting brand a familiar and trusted part of a potential player’s day, and if they trust and enjoy your content, they’ll likely trust the games and bets you offer. Blueclaw’s work with Jackpot City to create True Crime Mania, as well as Cheating Countries for Ruby Fortune and Film Franchise Showdown for Slots Online Canada, all rely on extensive research to intrigue fans in the nature of the modern game — and engage people who may be new to betting through the mainstreammedia coverage they generate. Neglecting this pillar of player acquisition is unconscionable given the appetite players have for engaging topics around sport, its personalities and (more generally) the fun of winning and getting one over on bookies, casinos and gaming companies. P I L L A R 2 ContentMarketing and Digital PR / Off-Site SEO Content marketing in gaming is still, unfortunately, a bit of a mixed bag as many companies still focus on winning customers through offers alone , rather than creating a relationship with them. It’s true that customers are smart and on the lookout for value , but there are other ways to attract them, especially when they’re new to gaming . 23 G P W A t i m e s . o r g