How to Invest in Online Casino Content Casino-themed content spans entertainment, search and content marketing. Three of the formats making the biggest impact are: • Content creators filming real gambling action for YouTube, Twitch, Kick and a number of other social media platforms • SEO content on affiliate sites, including text, graphics and video, focusing on everything from editorial to transactional and informational topics • Brand channels on YouTube and social media created by affiliates, operators, game developers and other B2B and B2C companies Slots Influencers Pioneering Casino Entertainment Slots entertainment has been breaking through into the mainstream media and it’s mainly thanks to slots content creators. Stories like rapper Drake streaming online casino games and Twitch banning some slots content on the platform have revealed a big community of people who love watching people gamble. In the U.S., slot content creators mainly post on YouTube and film themselves playing slots and table games in real life at brickand-mortar casinos. There are even successful casino YouTube channels where people play at home for no money at all. BrianChristopher is arguably themost successful slots influencer in the U.S. A former aspiring actor, Christopher has over 1.6 million followers across his various slots-themed YouTube and social media channels. Christopher does game activations, live casino visits, casino cruises, has his own Brian Christopher-themed slot game and was recently featured in the Wall Street Journal. Christopher is becoming well known in North America, but there are hundreds of other casino content creators still largely flying below the radar. Operators and game developers are collaboratingmore andmore with slots content creators to drive acquisition plus brand and product awareness. Casino Content for Ranking Pages Writing and ranking casino pages is a craft all its own. It’s also constantly being impacted by innovations in content and updates to Google’s search algorithm. Google is putting more value on user experience, not just the accuracy and detail of the information but how it’s presented on pages as well. High-quality casino video as an SEO element on the page is becoming more common and well understood. Not only can it make a positive impact on metrics like time on page, it also makes pages more visible in SERPs by appearing as a thumbnail, in video carousels and in video search results. High-quality video presented with language and styling that resonates with casino players is a good option to enhance important evergreen pages. Having original video is a positive signal to Google that helps differentiate credible sources of valuable information from thin affiliate sites. It’s also a positive signal in terms of brand trust to potential customers using your website. Investing in Branded Content Channels Investing in original branded content on YouTube and social media is a common strategy for casino affiliates, operators and game studios. It’s also a long-term investment that is less directly linked to customer acquisition than other marketing channels, so it’s not for everyone. Online casino reviews, game tutorials, strategies and betting systems are some of the classic topics with high search volume. Brand channels offer operators and game developers the chance to show off their products and interact with their customers and the community. For affiliates, it’s a chance to find a content niche that provides real value to viewers and aligns with their website’s content and purpose. Here are some of the most popular reasons for investing in branded YouTube and social media channels: • Tap directly into search traffic on YouTube • Healthy YouTube and social media channels that are associated with your domain is a positive off-site signal to Google • Original content on YouTube and social media provides unique organic content for your website • YouTube and social media offer additional channels to share and drive traffic to website content • Video content is highly shareable and can generate organic backlinks to your domain as a source G P W A t i m e s . o r g 27
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