With the release of the SOFTSWISS ebook ‘How to Market Online Casino’ and later ‘Casino SEO Audit: The Ultimate Guide’, operators and affiliates obtained a wealth of insights into modern marketing strategies.
These guides shed light on how online casinos can thrive in a digital landscape, offering practical advice and fresh perspectives on market expansion, localisation, and the impact of regulatory changes.
In conversation with CasinoBeats, Natalia Metko, Head of Sales at SOFTSWISS Casino Platform, discusses the importance of these strategies, and explores how operators can stay competitive by adapting to new frameworks and trends.
CasinoBeats: Firstly, can you tell us about why the information in the ‘How to Market Online Casino’ e-book is crucial in enabling operators to thrive and grow with new frameworks?
Natalia Metko: The ebook’s information provides a comprehensive look at various marketing channels and tactics that can be leveraged to promote online casinos. What makes it particularly valuable is that it doesn’t just offer a collection of tools, it also includes industry statistics and insights gathered through a survey conducted by our marketing team. We surveyed industry representatives and SOFTSWISS clients to understand the most effective marketing channels for promoting online casinos.
Additionally, the ebook addresses some of the most significant challenges online casinos face today. It also includes a list of best practices that can be applied to current marketing strategies. Essentially, the ebook serves as both a strategic guide and a practical toolkit that operators can use to adapt to new marketing frameworks while staying competitive.
CB: In terms of new market expansion, how vital is the information in this ebook, and why is it pivotal that operators understand the nuances of localisation?
NM: The information in this guide is relevant whether you’re expanding into new markets or solidifying your presence in existing ones. For new market expansion, the ideas and strategies outlined can significantly impact reshaping a project’s marketing approach, offering fresh perspectives to promote online casinos effectively.
Localisation is absolutely critical. Operators must understand how to adapt their marketing strategies to the cultural, technical, and psychological characteristics of their target regions. Without localisation, operators risk missing the mark entirely.
For example, in some regions, blackjack might be the most popular game, while in others, specific slots or crash games dominate the market. Understanding these preferences allows operators to target their promotions more effectively.
Another key strategy is to segment players based on their preferred verticals. For instance, operators can re-engage players who haven’t placed a bet in a while during major sporting events by offering them sports betting bonuses. Once they deposit for sports betting, there’s a strong likelihood they will also return to the casino side of the business.
In this sense, it’s highly advantageous to view sports betting and online casinos as complementary projects, rather than separate entities. Each vertical can support and enhance the other, creating a more holistic and dynamic business model.
CB: Why is it crucial that online casinos and affiliates remain flexible in their strategy amidst regulatory changes and various Google updates?
NM: The igaming industry is characterised by constant change, whether it’s regulatory shifts or updates from major platforms like Google, which is a critical tool for advertising. Operators need to be prepared to adjust their strategies quickly and effectively in response to these changes. Regulatory updates can impose new restrictions on how igaming products are marketed, while Google updates can alter the effectiveness of digital advertising campaigns, making flexibility a key component of success in this space.
This is where the e-book can be valuable – it offers guidance on staying ahead of these challenges by continuously seeking new approaches and strategies. The industry is always evolving, and those who remain adaptable are better positioned to maintain their competitive edge, even in the face of sudden regulatory or algorithmic changes.
CB: Do you believe the role of streamers and influencers will change as online casino marketing guidelines intensify?
NM: No, I believe they will continue to play as crucial a role as they do now. Many well-known projects pay streamers to promote their casinos, and it’s clear that this strategy yields excellent returns. The only real challenge lies in the growing regulation of the gambling industry. A prime example is the Brazilian market, which is moving towards regulation in 2025. We’ve already seen cases where authorities are calling in influencers involved in promoting gambling.
This issue highlights the need for both operators and influencers to ensure they operate within the legal framework. Despite this challenge, the potential of this marketing direction is evident from the rising popularity of streaming platforms like Kick, which was initially created as an alternative to Twitch. Kick’s growth showcases the continued demand for igaming content and its influence within the streaming community.
CB: What are some of the most effective strategies for promoting online casinos in today’s market?
NM: One non-obvious way of promoting online casinos is SEO enhancement. An SEO strategy can significantly enhance a casino’s online visibility. It provides the highest return on investment of any digital marketing activity, with a 29% ROI.
SEO is essential for long-term growth, reducing reliance on paid advertising and improving organic traffic. A well-optimised, user-friendly website increases search engine visibility, user trust, and conversions – crucial in the highly competitive igaming industry.
Key elements of successful casino SEO include keyword localisation, on-page and off-page SEO, technical SEO improvements, and continuous optimisation to stay ahead of the competition. Good content structuring and user experience are vital for boosting a website’s visibility and credibility. The comprehensive ‘Casino SEO Audit Guide’ prepared by SOFTSWISS experts offers operators a complete set of checklists and improvement tips for conducting effective SEO audits that enhance marketing efficiency.