Capabilities of Managed Services for Customer Acquisition and Retention

Internet casino advertising is a laborious and financially expensive process, on which the businessman’s profit and its image indicators depend directly. Managed services facilitate and speed up this procedure, increase the effectiveness of an advertising campaign, and reduce costs for it.

Online Casino Market experts will tell you about the benefits of managed tools, the most common promotional methods, and useful solutions for tracking results.

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What Are Managed Services for?

Specialised studios, including Online Casino Market, popularise iGaming projects using this tool, which is a set of techniques, solutions, and programs aimed at attracting and retaining visitors to gambling sites.

Advantages of managed services:

1. Integrated approach. Digital campaigns are rarely built around a single method of customer acquisition (like SEO) and retention (like push notifications). Most often, this is a balanced strategy that takes into account different marketing techniques. Thanks to this, conversion, cost recovery, and other KPIs (key performance indicators of the casino business) increase.
2. Flexibility and scalability. Managed services contain a proven infrastructure for quick response to changing market conditions. These are tax policy, competition in the industry, new gaming segments, etc. The lightning reaction to the current situation makes the marketing campaign more flexible.
3. Focus on results. The contractor receives a reward only for the achievement of certain goals, which are agreed upon in the contract. This may be an increase in financial indicators (profitability), improved communication with players (conversion, customer lifetime value), and other measurable metrics.

Comprehensive Solution for Profit Maximisation

A report of the KPMG auditing company confirms that competent customer engagement and retention is the main reason for the increased revenues of online casinos.

The most significant factors for the growth of profitability:

Managed services are focused on the first 2 ways to increase revenues but other growth factors are also being considered.

Thus, for example, the release of a new game, the launch of an off-season tournament, or the signing of an agreement with another gambling provider will definitely not go unnoticed. Specialists concentrate on this in advertising messages, which allows them to pass on information to a solvent audience.

Features of Attracting Customers to a Casino

Managed media services are targeted at 4 main promotion channels:

SEO Marketing

It is aimed at improving the position of the gaming site in popular search engines. Most often, if the marketing campaign is focused on a Russian-speaking audience, these are Google and Yandex.

Basic SEO tools:

1. Internal optimisation. This involves working directly with the gambling platform. Specialists structure the pages, fill the iGaming project with useful reference material, modernise the portal, and much more.
2. External optimisation. It includes the placement of content (video, text, graphic elements) on specialised sites and forums, in thematic online publications, and on blogs of opinion leaders.

Marketers actively monitor SEO trends, among which there are:

• priority of mobile traffic (the new Google Mobile First algorithm first indexes the mobile, not the desktop version of the gaming site);
• the relevance of voice search (30% of players search for information about online casinos via voice queries; they prefer not to type the request manually);
• introduction of artificial intelligence (AI is based on YATI, a new algorithm for increasing the relevance of pages from Yandex);
• improvement of user experience (an update from Google — Page Experience — monitors the absence of hype, the publication of fair content, and support of SSL data encryption).

Contextual Advertising

In this case, ads are shown depending on the content of the page or query in the search feed. Contextual advertising is seen by those users whose interests intersect with a particular service, in our case, with playing in an online casino.

Marketers use videos, banners, animated screensavers, graphics, and other materials. If, for example, a gambler has visited a platform recently, then when he lands on the page of an online computer equipment store, a thematic banner with a bonus offer from the casino will appear in the corner.

Contextual advertising is closely related to SEO promotion. The main networks for publishing messages are Yandex.Direct and Google Ads.

SMM Marketing

It involves driving solvent traffic from such social networks as Facebook, Youtube, Telegram, TikTok, and other media platforms.

Advantages of SMM marketing:

1. Wide coverage. Messengers contain the target audience of online casinos. These are men aged 25–35 with a stable income and the right consideration of gambling (as entertainment, not a source of income). Moreover, there are many other groups of users on social networks, and they are actively interested in the casino industry.
2. Different promotion channels. It is possible to run an author's page on behalf of an online location or cooperate with influencers. These are bloggers with a huge number of followers whose thematic posts always receive feedback from users. Another option is to launch a chatbot (for example, based on Telegram). Such an approach will increase the number of platforms and active players.
3. Loyal attitude towards gambling. Advertising of casino games is allowed on most social media. Twitch and Tik Tok streaming services take a leading position in the promotion of action entertainment and eSports. Facebook is considered an exception: to publish ads there, it is mandatory to obtain written permission from the administration.

Affiliate Marketing

Affiliates (webmasters and commercial companies) place relevant links on various sites, from thematic forums to social networks. The reward of partners depends on the results of their work. There is the CPA payment scheme (for a target action), the RevShare approach (percentage of the profits), and a mixed method.

It is convenient to build interaction with affiliates through referral networks. These are specialised services where advertisers (operators) publish their orders (offers), and contractors (partners) take responsibility for doing what is necessary to complete them.

Benefits of the decision to install affiliated networks:

• assistance in creating an offer (entrepreneurs can choose 1 of 12 ready-made templates or place a unique order using tooltips);
• protection against dishonest executors (the solution keeps the money for the service on special accounts and transfers it to contractors only after the terms of an agreement are fulfilled);
• availability of tools for monitoring the effectiveness of an affiliated campaign (graphs, charts, analytical tables, and summaries);
• access to useful services (ratings of contractors, savings programs).

How Online Casinos Retain Customers

According to Econsultancy, 82% of gambling companies agree that the retention of users costs 1.5 times less than their attraction.

Communication with a loyal audience is the main source of profit growth (as the KPMG report shows). Gamblers visit an online casino more often and spend more time playing at higher limits. Together, all this provides an increase in the profitability of the business.

Encouraging customers is an important part of the retention strategy. This is a public initiative that reaches a wide audience and involves the interaction of users within the gaming community.

Let us consider the main methods of stimulation:

Software Services That Are Useful in Marketing

There are several specialised offerings that can:

• accelerate the launch of advertising campaigns;
• make it easier to monitor results and respond to changes;
• automate routine online casino popularisation and customer retention tasks.

Product Line from Google

When developing a business promotion strategy, marketers rely on Google search algorithms.

Key solutions provided by Google:

1. Google Analytics. The service gathers statistics about visitors to the gaming site and converts them into various graphs and charts. This is data about users, visits, conversions, geolocation, interests, etc. The free version of the product contains dozens of filters, more than 100 report options, and many other tools for setting up detailed analytics.
2. Google Ads. It helps to create and publish contextual advertising and track the effectiveness of its placement. Ads look the same as regular search results but are labelled “Advertising”. The solution also contains various online promotion strategies for any budget.

Yandex Software

The services will be extremely useful to those online casinos that interact with the Russian-speaking audience:

1. Yandex.Direct. A platform for creating contextual advertising. The product contains settings for the quick launch and adjustment of campaigns. It also helps entrepreneurs track intermediate and final results. Specialists buy places on the first pages of the search. Their cost depends on the basic rates of competitors and a forecast from Yandex concerning ad click-through rates.
2. Yandex.Business. An environment for creating full-fledged advertising campaigns from scratch. The service contains useful marketing tools, as well as several options for targeting and building a client base.

CRM System

The program helps gambling companies to monitor the behaviour of casino visitors, study their reactions to bonuses and other rewards, and build a customer retention strategy.

The main tasks of the CRM system:

• collection of information about preferences (favourite slot machines and software vendors, frequency of visits, duration of game sessions, average bets and winnings);
• data analysis and its presentation in the form of detailed analytics;
• division of gamblers into groups (beginners, regular customers, VIP) and the formation of individual offers for each selected category;
• assistance in creating, launching, and managing a marketing campaign;
• organisation of interaction with the audience (through the support service and by sending targeted push notifications).

The Main Things about the Attraction and Retention of Gamblers

Managed solutions are a set of techniques, tools, and software for the successful promotion of a casino and the improvement of communication with its visitors.

• To popularise an iGaming project, contextual advertising, targeting from social networks, SEO optimisation, and affiliate marketing are used. All these measures help entrepreneurs to achieve the best results in the arbitration of solvent traffic.
• To retain customers, it is advisable to use different ways to encourage them. The most popular ones are cashbacks, bonuses, tournaments, leaderboards, achievement races, jackpots, and other options.
• The installation of specialised services automates many marketing tasks. Operators can use software from Google (Google Analytics and Google Ads), Yandex (the Direct and Business applications), and connect a multifunctional CRM system.

Online Casino Market provides comprehensive advertising services for gambling projects.

We offer:

• effective promotion of an iGaming platform from scratch;
• integration of a chatbot based on the Telegram messenger;
• professional support for better interaction with the audience;
• installation of an advanced CRM system, and much more.

From us, you can order a turnkey casino, connect projects under a White Label agreement, and purchase other profitable solutions.

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