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Marketing strategies for post-launch resilience

28 May 2025

According to a Harvard Business School Professor Clayton Christensen’s study, 95% of the 30,000 products launched each year don’t catch on in the market.  

Now, let’s shift our focus to the online gambling industry. eGaming Monitor reports that around 6000 titles are released by iGaming developers every year. In such a vast sea of options, the key is to have that special ability to stand out and grab the spotlight. Getting noticed in this space isn’t a matter of chance – it’s about knowing your players and having the guts to try new things. After launching more than 250 games, we’ve picked up a few lessons along the way. And here we want to share some of them.

Be proactive. Be ahead of the game

An iGaming product demands an effective marketing strategy to ensure it will make a mark in the industry, and every $ of marketing spent is worth it. Gaining resilience in the market isn’t luck. There’s a science to it. 

Marketing planning kicks off right from the early stages of game concept development, where leveraging data is paramount. It provides insights into user preferences and prevailing market trends. By dissecting user behaviour, demographics, and industry dynamics, a meticulously crafted pre-launch campaign resonates authentically with the target audience, ensuring more resilience for a product after its release.

What really matters here is the experience. The whole point of using your past is to enhance the development and marketing of your future products. Gathering data on games and examining key metrics like player retention, active users, and the number of rounds played serves as the best guide to understanding what clicks with the audience. 

Diana Larina, Head of Marketing at Evoplay, confirms: “In our experience, it’s not just about collecting data – it’s about asking the right questions about it. We’ve seen that the most successful games are those whose marketing strategies evolve with the behaviour of real users. Metrics like session length, churn points, and in-game activity help us spot not just what works but why it works. That’s where data turns into a competitive advantage. We always start with a question: ‘What decisions are we planning to make based on this research or data, and why are these decisions important to us right now?'”

Smart marketers gather a ton of data and make meaningful moves with it.

Harnessing the power of pre-release & post-release phases

Marketing planning spans across pre-release, release, and post-release phases. 

And we at Evoplay know that every season has its own beauty. But the post-release season is the most harvesting period. Here, the core focus of product resilience shifts to two key areas: B2B and B2C.

B2B direction:

  • Nailing the perfect communication for game releases with partners (newsletters, Client Area, etc.).
  • Giving a game some extra love by organising themed campaigns with casinos during which the product takes centre stage.
  • Creating promotional materials dedicated to the title. 
  • Securing the game’s top placement on partners’ platforms.

B2C direction:

  • Communication with the iGaming audience through social media.
  • Running influencer campaigns.
  • Engaging the audience to participate in promo activities: special promotions, personalised bonuses, and loyalty programs.

80% of results are generated from 20% of the time invested – that’s the golden marketing rule. Optimise your resource allocation and efforts towards activities that promise the highest returns, especially during the pre-release period. The most effective approach is to put your brand’s unique spin on everything you do, particularly in the formats of promotional campaigns.

To emphasise, events play a crucial role in iGaming marketing. They are particularly adept at creating anticipation for an upcoming game launch. Throwing a party and gathering a diverse group of individuals, all abuzz with excitement about your project, brings an incredible energy that transcends the impact of emails or other digital channels. 

iGaming brands often miss out on the feeling part. However, the in-person experience is what establishes a connection. Feelings deserve a seat at every marketing event. You may call it “B2B marketing” or “B2C marketing”, but at the end of the day, you market to humans.

Moreover, it serves as your brand’s prime opportunity to foster resilience right from the initial stages, offering partners an exclusive glimpse into what the product entails and how they can reap its benefits. 

Nevertheless, it doesn’t mean that marketers can afford to relax and be out of the swim while campaigns are in progress. It’s time to navigate the aftermath of product marketing. Keep a close eye on the game’s metrics behaviour, pay attention to user feedback, and incorporate updates based on both data analysis and player reactions.

Listen to what they say

According to SurveyMonkey, 91% of people believe companies should fuel innovation by listening to customers. In the iGaming development realm, it’s crucial to attune one ear to partners and the other to players.

To make your products even better, make it a habit to gather feedback from different sources, like social networks, where players share their thoughts. Keep those lines of communication open with partners, primarily through face-to-face meetings at events or conferences; they’re goldmines of insights. Remember, feedback isn’t just about tweaking things here and there. It’s your company’s North Star. Embrace the opinion and incorporate it!

We’ve seen it ourselves. We’re always keeping an eye on how players respond to our games, and that feedback plays a big role in what we build next. Not long ago, we even asked for input on a game that hadn’t gone live yet – just to see what players thought before launch. We ran a test campaign with the team. Players got early access, shared their thoughts, and jumped into a prize pool giveaway. In the end, 20 people walked away with rewards, and we walked away with the feedback we could really use.

Before riding the wave, make the wave

Marketing for the sake of product resilience indeed has a larger wiggle room than meets the eye. Fortunately, we live in the digital era, in the age of social media being a town square of the internet. 

Continuously crafting and sharing content, such as YouTube videos, along with platforms like TikTok, tutorials, updates, engaging UGC and collaborations with influencers are key to making an iGaming product evergreen. Establishing strategic partnerships with other gaming platforms or relevant brands can further expand the reach and draw new players.

You may provide a counter-argument: 80% of consumers forget branded content after 3 days (Prezi). Yes, but the thing is to make your content a sustainable flywheel. Let the social proof for your product unfold organically. Perhaps your product features a charismatic character that captivates iGamers’ attention or a compelling storyline that could inspire fan fiction. There’s undoubtedly some unique aspect to it waiting to be highlighted! 

Every product has a story; it’s up to the marketer to skillfully share it.

The creator economy is worth over $100B, influencer marketing – $16.4B.

Spot the difference?

The fluff-free truth is that creators often bring a unique set of advantages compared to influencers. One key aspect is authenticity. They don’t fake their passion for a product. They also tend to have a more profound connection with niche audiences, with their content often tailored to a specific group that shares their interests. 

In the present landscape, we’re witnessing a surge in collaborations with micro-influencers, with a notable 77% of brands favouring these partnerships. The appeal lies, again, in the authenticity and engagement that micro-influencers bring to the table. Influencers add value by offering credible reviews, showcasing gameplay, and actively engaging with their audiences, creating a compelling narrative around your product.

Ultimately, a well-balanced strategy combining creators and influencers can really amp up your marketing game, paving the way for a robust campaign to fortify your product’s resilience post-launch.

Toy around with the idea that, as the 95-5 rule says, only 5% of your audience actively seeks what you offer, while the remaining 95% are currently “out-market.” 

Here is where you can stand on the shoulders of this majority to make it your audience in the long run, fostering resilience in your product strategy.

When it comes to iGaming, that 95% could very well represent the next generation. At this point, online gambling faces fierce competition from the expansive entertainment industry. Yet, the key lies in the creation of innovative and unconditional content that resonates with younger demographics. Also, recognise the importance of aligning your marketing channels with their preferences. Given that social media significantly impacts 54% of Zoomers, it becomes paramount to embrace influencer marketing to build up product resilience. 

In their book, Al Ries and Jack Trout state that marketing is a battle of perceptions, not products. The law of post-launch resilience is to win this battle. What often matters most isn’t necessarily having the absolute best product but rather how your product is perceived by the audience. It’s all about shaping that perception, and marketing is the key player in making that happen.

Conclusion

Pulling all the pieces together – from strategy to the little details – is never simple. It takes time, teamwork, and a solid understanding of who you’re actually trying to reach. But in our experience, that mix is what really makes a product last. Everything has to click – how you position it, talk about it, and get it in front of people. It’s not always easy, but it’s worth it when it works.

 

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Make it agile: why you shouldn’t overlook flexibility in iGaming marketing

14 February 2024

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.

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Why sports iGaming content will continue riding the hypetrain

29 September 2023

The world of sports is a remarkable achievement of human strength, passion, unity, and competition. From the bustling streets of Rio de Janeiro to the quiet countryside villages of England, sports have an unparalleled ability to transcend boundaries, cultures, and languages.

Football, for example, or soccer, for our friends across the pond, has captured the hearts of an astonishing 3.5 billion fans globally, making it the undisputed sports champion. We also can’t overlook cricket, boasting an impressive 2.5+ billion devoted fans, or tennis, steadily garnering a remarkable 1 billion enthusiasts. Not a football or tennis fan? What about martial arts? On a global scale, this sector is swiftly expanding and is projected to surge to an impressive $171.14 billion by 2028. 

Sports are a dynamic and ever-evolving domain, with each sector boasting a dedicated fanbase hungry for sports-related content. Amid this fervour, iGaming providers shouldn’t miss the opportunity to integrate and resonate with this audience seamlessly. And this untapped avenue for engaging fans will only be increasing. 

 

Sports content keeps topping the charts, and here is why

Sports content is a perennial chart-topper, first, due to its unparalleled ability to evoke raw emotions and passion from a diverse audience. True sports fans are a special breed. They are not just watching, they are living and breathing every moment of the game, cheering like there’s no tomorrow, and painting the town (and themselves) in their team’s colours. Every big sports event is like a wild family reunion where everyone’s in the same crazy outfit, and this emotional connection is what keeps the sporting world spinning.

The sports scene is a buzzing hive of excitement, constantly churning out news hooks that captivate the masses. Take the recent colossal move of Messi joining Inter Miami – it was a true game-changer that set the media ablaze, fueling the already passionate football community. The hype around such monumental events amplifies the excitement, keeps the conversations rolling, and fans on the edge of their seats. That’s the undeniable allure of the sports world – always in the spotlight, always stirring the chatter.

Second fact: the evolution of technology has amplified the reach and engagement of sports content. With the advent of streaming platforms, social media, and mobile apps, fans can now access and interact with sports content anytime, anywhere

Keeping this in mind, to meet the constant demand for sports content, we’ve developed a bunch of sports-themed games that have shown impressive results on a scoreboard. Take, for instance, Penalty Shoot-out: Street, Penalty Series, Football Bet, and Football Manager.

 

 

To keep the good times rolling, we don’t stop at the success of already released games. After Penalty Shoot-out rocked the scene, we decided to create Penalty Shoot-out: Street, the game targeted at Latin American players. That has worked perfectly, and the game has been shown to increase retention by more than 20%, which is absolutely fantastic. Moreover, the title performs exceptionally well in the LatAm market, representing a dominant share of 60% in Bet Sum, 55% in GGR, 53% in Rounds, and 70% in Users compared to the overall traffic across all regions. 

The success of sports-themed games is all about giving fans exactly what they hunger for. These games deliver the intense atmosphere of a sports competition right to players’ fingertips. It’s like stepping onto the virtual field and taking control of the game. With the betting feature implemented in our sports titles, we’ve tapped into the very essence of what makes sports-watching exhilarating for many, that extra adrenaline rush when you’ve got a stake in the game. It’s a winning formula, mirroring the real-life practice of watching a match and placing a bet on it.

What sets sports-themed iGaming content apart is the freedom it offers. No more being confined by TV schedules or waiting for the next match. Players want to experience the thrill of sports, players dive in whenever they want. 

 

Wrapping it up

The global spectator sports market is set to soar, reaching $354 billion by 2026. This results from emerging market growth, rapid urbanisation, rising sponsorships, and an increase in internet-accessible devices. Sports fans represent a significant economic force, generating revenue through merchandise, sponsorships, media rights, and related content consumption. Sports betting accounts for around 30-40% of the worldwide gambling business – and this is one more side of how fans interact with their favourite sports. 

To connect the dots, with that fiery passion for sports in mind, the world of sports merges with the world of sports-themed casino games. What I’m saying here is that we, the iGaming industry, can either watch this mighty river or become part of the flow and reap its benefits. Without offering content that resonates with sports enthusiasts and bettors, casinos risk falling behind in a highly competitive landscape, missing out on revenue, and engaging a substantial audience.

Evoplay is your winning play to ensure you never miss scoring that goal. Reach out to us at [email protected], and let’s chat about leveraging our sports-focused content, supported by proven metrics, to meet the relentless demand for it.

 

Want to grow your casino stats with our captivating games? We’re here to connect and offer the best solutions — reach out to us at [email protected].

 

 

Interested in top-performing games from Evoplay?
Contact us today to get a special offer

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