Telegram, Pavel Durov’s controversial creation, has seen record growth in recent years. With more than 950 million active monthly users, it’s become the go-to messaging app for users around the world, especially in regions like Asia. In fact, around 38% of Telegram’s users are in Asia, making it one of the region’s most popular apps.
Given its popularity, casino operators and affiliates are increasingly turning to Telegram as a key tool for promotions, community building, and creative engagement — and today, we look at how Telegram is being used in the iGaming market and why it’s so popular.
A look at some of Telegram’s key features
Telegram’s rapid rise in popularity can be attributed to a number of factors. Unlike stricter competitors like WhatsApp and Facebook Messenger, Telegram has much looser restrictions. This means casino operators and affiliates can connect with audiences in more dynamic and scalable ways — especially in some Asian markets where gambling remains a gray-area topic.
Privacy, for example, is a key reason for Telegram’s appeal. Its secret chat feature and end-to-end encrypted messaging ensure a secure platform for communication. This suits users who value privacy, and those living in regions where online gambling regulations can pose challenges — allowing operators and affiliates to engage with users discreetly.
Telegram also supports groups of up to 200,000 members, and allows users to create channels with an unlimited number of subscribers. For affiliates and casino operators targeting the densely populated — and tech-savvy— Asian markets, this provides an ideal level of scalability, allowing them to build huge communities without platform-imposed limitations.
Telegram’s open API also allows users to create bots and mini apps. These can automate things like customer support and payment handling, and are used by some casino operators to streamline operations and deliver personalized user experiences.
Telegram is also a multi-platform app, allowing users to access their account —and chats— across desktop and mobile. These features, combined with the ease of setting up an account, make it ideal for connecting with users in Asia and around the world.
How casino operators and affiliates are using Telegram
Casino operators and affiliates have become experts in using Telegram, and its popularity has spurred some creative usages of the app. Here’s a look at some of the ways casino operators and affiliates are using Telegram.
- VIP Communities and Loyalty Programs
Many casino operators are using Telegram to create exclusive VIP communities. Through private groups or channels, VIP members can access special promotions, loyalty rewards, or early access to events.
- Affiliate Channels for Promotion
Some affiliates are creating public Telegram channels to share promotional offers, casino reviews, and clips of streamers. This is predominantly done in Asian countries where gambling is illegal, as even affiliate websites are blocked by authorities.
- Gaming Bots for User Engagement
Telegram’s bot features have become a playground for operators and affiliates. Some, for example, use bots to run games like poker directly within the app, while others use AI-powered apps to recommend games or tailored promotions to individual users.
- Mini Apps for Seamless Play
Mini apps in Telegram are also allowing users to access casino games without downloading additional software. These lightweight applications allow users to enjoy everything from live betting to table games directly within the chat environment.
- Real-Time Support and Tutorials
Casino operators —especially crypto-focused sites– are also using bots and live chat technology to offer customer support within Telegram. This is common in markets that use Telegram as their day-to-day messaging app.
Why Telegram appeals to the Asian market
Asia’s digital-powered culture aligns perfectly with Telegram’s features —which are more advanced and “tech-y” than those offered on apps like WhatsApp. There are numerous reasons why Telegram has proven so successful in Asia, but one of the biggest is the preference for group dynamics.
Asian cultures often emphasize community and collective activities, and this aligns perfectly with Telegram’s support for large group chats and channels. Depending on the group’s settings, users can interact with other members, becoming part of a dynamic and active community.
With a decentralized communication platform like Telegram, affiliates and casino operators can also reach audiences across multiple countries —including markets where traditional casino advertising faces bans or restrictions — far more easily than they’d be able to using conventional channels.
Telegram’s bot facilities also allow those targeting Asian audiences to offer support and promotions in local languages, offer regional payment options, or run culturally-specific promotions.
Innovation is crucial in developing markets
As Telegram continues to grow, it’s clear that casino operators and affiliates who have been willing to adopt the app into their business models have enjoyed large scale success.
While the app is currently facing a number of legal challenges in Europe, it’s clear that its ability to deliver creative and personalized experiences —especially in tech-savvy regions like Asia— has resonated with users.
It’s unlikely that Telegram is going anywhere, anytime soon, and as a result, all operators and affiliates should consider whether they can incorporate it into their marketing campaigns to better-suit users and provide a tailored experience other messaging apps can’t.
