Online Casino Content here’s a huge audience for casino and slots entertainment, even if it isn’t reflected in the content that big gambling brands are producing. Nowhere is this more evident than the regulated North American market. Turn on the TV, go to major betting brands’ YouTube channels, websites or online properties and all you see is sports. Even poker, sometimes left out of the U.S. iGaming conversation completely, enjoys more visibility when it comes to content. This is all hugely at odds with the fact that online casinos bring in a decisivemajority of revenue in jurisdictions where both online casino and online sports betting are legal. That said, slots and casino content is already flourishing in other parts of the world. If you know where to look, you can find it taking root in the U.S. and Canada as well. So, what are the obstacles that stand in the way of slots and casino entertainment becoming more popular and ultimately more useful for acquiring and retaining customers? Why Does Sports Betting Content Dominate? There are a handful of key reasons why sports betting dominates the content and entertainment landscape: Regulated online sports betting is much more widely available in the U.S. with more than 30 states allowing online sports betting and only six states offering regulated online casinos. In terms of total dollars, online sports betting is a bigger industry now compared to online casinos. Betting on sports is decidedly connected to professional sports, and the sprawling media and content infrastructure supporting it. People already understand sports content and are also familiar with team, athlete and celebrity sponsorships in the sports world. Most major betting brands offer casino and sports betting on the same app and under the same brand. When deciding what to focus on for YouTube, social media and other content campaigns, brands choose sports over casino-themed content. Casino vs. Sports: Revenue Comparison Looking at gambling as a whole in the U.S., slots alone account for over half of total commercial revenue. In Q2 2023, for example, slots as a gambling vertical brought in $8.89 billion of the total $16.01 billion in revenue, according to the American Gaming Association. When you look at online wagering, sports outpace online casinos overall, but that’s due to the number of markets it’s available in. To compare the two activities on more even footing we can look at jurisdictions where both are legal, like Ontario. Between 1 April and 30 June, 2023, $14 billion was in regulated online bets in the province. Of that, $11.6 billion came from online casino wagers, a staggering 83%, according to iGaming Ontario. Ontario reported similar numbers when it came to revenue, with $392 million of the $545 million in total gaming revenue coming from online casinos. That’s 72%. Casino players are highly valuable to operators and therefore valuable to affiliates. It’s no secret that customers who enter apps for sports betting end up wagering on casino games. What does seem to be a secret is how to appeal directly to the huge market of slots and casino players, at least when it comes to entertaining content. Affiliates Ahead of the Curve Affiliates are better than operators at making authentic slots and casino content, but many have also focused heavily on sports, especially in the U.S, and Canada. This is also the case for other content marketing activities, like media and influencer partnerships. It’s true that engaging sports content ideas and other kinds of marketing opportunities are easier to come by. In light of online casino’s relatively high revenue performance; however, and the general sentiment leaning toward more widespread regulation in the U.S. and Canada, casino content is worth investing in now. It’s no secret that customerswho enter apps for sports betting end up wagering on casino games. What does seem to be a secret is howto appeal directly to the hugemarket of slots and casino players, at least when it comes to entertaining content. G P W A t i m e s . o r g 26
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