iGaming affiliates need to look at the preferences, dislikes, and engagement habits of Gen Z and Millennials, to better understand them, while also providing actionable strategies to engage them. 2. Content Marketing: Add value and inform For Gen Z and Millennials, content marketing is far more effective than traditional advertising. Research shows they actively seek out content that informs, entertains, or solves problems — which makes educational resources and storytelling key tools for affiliates to leverage right now. Publishing guides, tutorials, or blogs on topics like game strategies, casino reviews, or unbelievable/humorous news stories can quickly capture their attention, and even lead to them sharing your content with friends. One of the main things is to make sure you’re positioning yourself as an expert in your field and provide quality content that is helpful and factual too. For example, you could put together a detailed article breaking down the best online poker platforms for beginners, or record a video series explaining how to play popular jackpot slots showing and detailing safer gaming tips along the way. Storytelling is another powerful strategy to consider. Sharing real player experiences, big win stories, or even big loss stories can help you to create an emotional connection with your audience. Above all else, make sure you come across as human, as that’s what these generations are increasingly looking for online. 1. Social Media: Create platform-specific content Social media is a hugely important part of life for Millennials and Gen Z. Much of their daily time is spent browsing platforms like TikTok, Instagram, and Snapchat. However, social media platforms vary significantly and you must, as an affiliate, create platform-specific content that resonates and understands the audience segments that you can reach within each of the most popular channels. TikTok, for example, is where you’ll want to focus on short, engaging videos — usually, that educate or entertain. Showcase clips from well-known streamers, gameplay strategies, or combine viral trends with iGaming themes. Use humor, catchy audio, and quick edits to grab attention, and always include a clear call to action to drive traffic to your sites. Instagram, on the other hand, focuses more on eye-catching visuals and pictures. Here, you’ll want to use high-quality graphics, carousel posts, and “Reels” to highlight games, offers, casinos, or big wins. Consider collaborating with influencers, and utilize “Stories” and “Highlights” to share timed brand promos, quick tips, or other relevant content and advice. Snapchat is another popular app, like Telegram, that is being widely used by these audience segments and it’s perfect for daily tips, promo codes, and sneak peeks with a lot of technology available to create mini apps that are entertaining and fun. Use filters, stickers, and augmented reality lenses to create engaging “Snaps.” Don’t forget to use “Spotlight” for short, funny videos. Keep the tone very casual, and make sure to use swipe-up links to direct users to your offers/content. Remember, authenticity is critical for Gen Z and Millennials. Consider partnering with influencers and brands who genuinely enjoy playing these games, not just selling them! Micro-influencers, despite their smaller reach, are often seen as more relatable and trustworthy than celebrities, too — making them ideal partners for promoting your platform or brands. THE DIGITAL DIVIDE GPWAtimes.org 20
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