Marketing and customer retention strategies we can take from iGaming sites

No sector perfectly executes its marketing and customer retention strategies, and that includes the online betting and casino industry, now broadly known as the iGaming industry.

However, online casinos and betting sites have become very adept in these areas, deftly using retail technology and marketing techniques to attract and retain customers. Moreover, the industry has to adapt quickly to regulatory changes that can often appear overnight. 

There are lots of strategies employed by the iGaming sector that we can take lessons from in other parts of online retail and business. Below we are going to discuss some of those strategies, looking and their effectiveness and compatibility with other sectors:

Covering every base with payment methods

It is difficult to stress how important this is for iGaming sites, and for online retailers in general. Indeed, a recent survey by PPRO found that 44% of UK online shoppers would halt a purchase if their preferred payment option is not offered. 

Online casinos have long been advocates for offering a wide choice of payment methods. This ranges from niche options like paying by phone bill, which you can see the details for here casino.com/uk/payment-methods/pay-by-phone-bill/, or more general options like e-wallets.

As we mentioned, gaming sites have had to adapt quickly to regulatory changes, and having a plethora of options available means there is little impact when a change occurs. 

We saw this happen back in April 2020, when there was a ban made on credit card payments at UK sites. The issue of payment options will continue to be an important issue for retailers, especially as we see the continued rise of cryptocurrencies and the overhaul of traditional cash banking systems. 

Attractive promotions that promote loyalty

If you have seen an advert for a sports betting, bingo, poker or casino site, you will have undoubtedly noticed that they put promotions – normally a registration bonus – front and centre of that commercial.

However, it is a bit more sophisticated than just dishing out free cash to new customers. It is not unlike the kind of eco-system building we see with companies like Amazon and Apple, who find ways to keep customers within the orbit of their products. 

Gaming promotions are often centred around loyalty. You will see betting sites, for example, rewarding players with free bets when they have fulfilled certain wagering requirements. Casinos, meanwhile, often set up missions for players, rewarding them after they have played a certain number of games or wagered a certain amount. Loyalty schemes are also quite common. 

We can, of course, draw parallels with many retail outlets who also offer discounts, loyalty cards, and so on. But gaming sites tend to tier their loyalty offers, making it more enticing to continue to play more, thereby unlocking greater rewards. 

An understanding of demographics 

It’s often assumed that casino games offer a kind of enduring appeal; after all, many have been around for centuries without seeing fundamental changes. But here’s the thing: The average younger millennial might not know the first thing about roulette or blackjack, nor will they care to learn about it. 

Gaming operators have astutely rolled with the times, however, creating games and content that appeal to different generations. Consider, for example, the release of officially-branded Lara Croft and Game of Thrones casino games, or the push for bookmaker sites to promote esports betting. 

Recognising shifts in trends and understanding how to broaden appeal to shifting demographics is important for all types of retailers. Sure, you can focus on a target demographic, and that might work for some. But gaming sites have found a way of widening the umbrella without diluting the appeal of individual products.