In 2024, the revenue from the Games market is projected to reach US$455.30bn. To maintain such growth and concur with other industries, the landscape of B2B marketing in iGaming is being reshaped by new technologies, shifting consumer behaviours, and the growing importance of social media.
Alexandra Voronetskaya, the Chief Marketing Officer at EvenBet Gaming was invited by a well-known professional in gaming and the founder of ‘The Gaming Boardroom’ Kate Chambers to the podcast on the topic ‘Beyond the Bluff’. During the episode, they delve into the insights from the nuanced use of social media to the importance of brand trust, highlighting the essential strategies and trends that will shape B2B marketing in the iGaming industry throughout 2024.
5 BRAND-BUILDING RULES
First thing’s first, you should always remember what’s hidden and stands behind your brand name. It is not just a word but a promise for your audience with the required rules:
- Take care of your reputation.
- Analyse all possible reputational risks.
- Be careful while entering growing emerging markets.
- Study the requests of your target audience.
- Bring your brand reputation from your domestic markets to the new one. But before building a brand, go to the market representatives and ask for their needs. What actual problem can you solve with your product?
Moreover, when you have an existing set of customers, you should remember that they’re moving on, developing their products and businesses. This causes the need to attract more people at the bottom and put them into your funnel of advocates, such as customers or clients. Time passes, bringing new generations and their needs. Trying to balance the engagement between the needs of various groups might be quite challenging. The key here is to understand what aspect of either your business or your brand they’re engaging with and work on it.
THE UNDERRATED ROLE OF SOCIAL MEDIA
Embracing current trends, such as leveraging social media, is akin to adapting to technological advancements in poker—staying ahead requires constant vigilance and the ability to capitalise on new opportunities at the right moment.
In fact, research carried out by EvenBet Gaming, which included 200 in-depth interviews with iGaming industry professionals, C-level specialists, company owners, and founders, found that they value social media as the most important marketing channel in today’s marketplace, with events now following behind.
The way in which LinkedIn posting and scrolling have become part of the day-to-day routine of an iGaming professional speaks volumes of the platform’s growing influence on our industry. For Tier 1 markets, LinkedIn is preferable to all other social media. For Latin Americans, the top of their minds is Instagram, meaning the audience is more fond of visuals. That’s why all companies wanting to penetrate this market must improve their visual strategy. At the same time, if you want to work with European or American markets, it’s essential to dig deeper to find interesting, intriguing facts and figures and share analytical information on your LinkedIn page. Infographics based on detailed analysis are key to success.
TRENDS IN B2B IGAMING MARKETING
The iGaming sector is crowded, where most brands are loud. The issue is how to stand out from a crowd. You can only go to iCE in London and feel the noise that the iGaming industry creates. Working with good marketing teams and creative people who understand brands can help you create a voice for yourself.
When the industry is crowded and the information is everywhere, you feel that you are overloaded. The best solution is to differ from all the competitors. If they are loud, it doesn’t mean that you shouldn’t be loud or use the media they use. But you can create a special, non-standard product and find the best way to deliver your message. It’s challenging when you operate in a highly regulated market, but at the same time, it drives your creativity and allows you to think out of the box.
Moreover, prioritise brand trust. Brand trust in markets, even with potential customers, gives you permission to be real, as none of us are perfect. One of the advantages of developing a brand is when the audience gives permission to move on and make mistakes.
CONCLUSION
It might be a big challenge to build a brand and create its profile and culture while dealing with the immediacy of business requests like attracting new customers, lead retrieval, and building relationships. That’s why it’s crucial to use a combination of marketing campaigns that allow you to build brands, do a sales pitch, and use events at once.
Ultimately, maintaining authenticity and being responsive to the unique needs of different markets will enable brands to stand out and succeed in the rapidly changing B2B marketing landscape. During the podcast Alexandra and Kate also discussed the role of leadership, how to build an inspired and motivated team and why marketing strategy is a part of HR strategy. All these and much more you can find in our recent podcast.
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