It feels like we all need a touch of an agile approach in our lives and, definitely, business. And it’s especially relevant when we talk about marketing in iGaming. If you want to stay ahead in the game in such a dynamic industry, where player preferences and trends evolve at a lightning pace, adopting agile strategies ensures your marketing efforts remain effective.
When your experience works for you and pays off
Nothing beats experience. It’s the teacher of all things. In the development of iGaming content, the tendencies observed with already launched products can be easily transferred to the upcoming ones. Analysing released games, assessing their marketing, and identifying what has worked well and what leaves room for improvement serves as an invaluable guide for the future.
The primary role of marketing is to regularly analyze trends, monitor player preferences, and adapt strategies accordingly. Keeping a finger on the pulse of player preferences is paramount. Regular surveys and direct communication channels can provide insights into changing tastes and expectations. Gather feedback, spot patterns, figure out what really clicks.
Quick response
The “power of now” concept is highly relevant in the iGaming industry. What’s a major hit today may fade into obscurity the next day. Quick responses to emerging trends, such as incorporating popular themes or introducing innovative features, can keep the product relevant and attract new players. This principle also holds true for its marketing strategies.
A McKinsey study found that 70% of executives believe that the speed of decision-making will be a key source of competitive advantage in the future. A quick response to shifting market demands and instantaneous optimization of a product and marketing roadmap are paramount for iGaming businesses striving to stay ahead in this fast-paced environment.
Generations change, and so do your marketing strategies
The #1 rule for being reactive and flexible in iGaming is to observe and follow the flow of changing generations.
So much has been said about Gen Zers (and Millennials) and their approach to consuming online gambling as entertainment. However, we still underestimate the significant influence next gens wield.
According to YPulse, 95% of Zoomers play games.
While we’re on the topic of their interest in video games, do you still think iGaming has nothing to offer them? Definitely not!
How we describe Gen Z
- Imbued with the profound impact of technology, notably the internet and social media.
- Inherently digital natives, raised in the embrace of technology from their early years.
- Proficient with the latest tech.
- Characterized by a brief attention span yet maintaining high standards for content.
- They are plugged into their smartphones.
- They appreciate uniqueness and actively seek brands that align with these values.
- As natives of the digital realm, they are in their element while navigating a variety of digital platforms and devices, displaying a keen interest in consuming content.
- They possess a clear understanding of the world’s diversity, particularly in entertainment, shaped by their upbringing in the era of the Internet, social media, and smartphones.
How to market to them
In a world where humans’ attention spans are perpetually dwindling, there is a significant difference between capturing consumers’ attention and having them give it to you. With Gen Z, it’s even more true. Their attention span is shrinking to 1.7 seconds *marketer sighs*. So, with them, the “here and now” approach comes into play.
And, at this juncture, iGaming has a lot to offer.
Let’s illustrate this with Evoplay. To keep up with what Gen Z likes, we’re into making instant and crash games, titles with smaller and faster bets that provide this type of gratification. We also blend gambling with their favorite genres. Our newest flagship title – Adrenaline Rush – is a racing game that offers a skill-based, manual control experience, allowing players to choose their character, car, and map, yet an opportunity to place a bet.
Genz-ify it! Your content should speak in Zoomers’s tone of voice.
BUT!
Providing a stellar product tailored to next-gen preferences is just the tip of the iceberg. A savvy marketer goes beyond the basics, remaining adaptable, delving into their desires through thorough research, and incorporating post-launch gamification. This goes beyond games to further promotions; think tournaments, quests, and beyond. The real magic happens when we not only analyze but also deliver tailor-made offers that cater to their cravings.
Adaptability and flexibility are key when targeting Gen Z. Businesses should stay tuned to what’s currently on their radar. What really plays into the hands of the iGaming business is Zoomers’ ideology. For them, gambling is all about entertainment, not a route to financial wealth.
Gone are the days of exclusively long-term marketing plans. iGaming businesses, especially developers, need to adopt flexibility in their marketing strategies. Agile marketing campaigns that can be adjusted on the fly based on emerging trends or player feedback ensure that promotional efforts remain in tune with the ever-changing landscape.
Change is the only constant in life. Embrace it.
P.S. Here’s a handy hint-sheet to guide you on what to let go and what to welcome in for agile marketing! Feel free to use it.
