We live in a digital age, and this is certainly reflected in the betting market. In 2020, the international online gambling market was valued at $59 billion, and this is expected to grow to more than $92.9 billion by 2023 — a huge increase in only a few years.
This means more than just a whole lot of revenue for online betting providers. This means a more mobile, more flexible market across the globe. Today’s gambling services have a truly international scope and are able to connect with markets that would previously have been out of reach.
But marketing is difficult in this sector. Due to the rules and regulations that govern gambling, traditional marketing campaigns are not possible. Instead, providers need to employ the right international marketing strategy to reach new customers in the field.
A Focused, Knowledge-based Approach
Everything needs to be based on knowledge and insight. You need to know the market you are trying to reach, and you need to know the customers you are connecting with. This means utilizing a data-driven strategy.
Research your target market, and then use this knowledge to reach customers with offers and products that you feel they will respond well to. Over time, your datasets will grow, and you will be able to refine your data-driven strategy. From here, you can segment your audience in order to provide them with better communication and better offers.
Join or Align with Local Organizations
There is a multitude of different organizations and associations that protect the rights of gamblers and gambling providers in an effort to make the betting environment a safe and positive one. Aligning with these organizations — or joining organizations where possible — can help providers get established in different international markets.
For example, aligning with the Australasian Gaming Council could help businesses seeking to expand into the Australian or New Zealand markets, while joining an organization like RAiG could benefit those looking to get established in the UK.
Transparency is everything in international marketing for gambling providers. Customers do not want to feel like they are being taken advantage of or tricked into taking unsuitable bets. These strategies may even be illegal in many jurisdictions across the world. Instead, they want to work with gambling providers who are open and honest about what they provide and about their company identity.
When looking to expand into international markets, put transparency first. An open and honest approach fosters good relationships with customers and helps to secure regulatory compliance across different global locations.
Make User Experience a Priority
There is a lot of choice in the market, so make sure that customers recognize you as one of the best options. Create websites and platforms that provide a great user experience, with members’ areas that put relevant products at your customers’ fingertips, an intuitive design that makes navigation easy, and swift loading times that don’t keep users waiting.
Fail to provide this, and you may end up driving your users elsewhere in search of this experience.
On the surface, marketing may appear difficult for gambling providers. However, the core principles of a data-driven approach, a great user experience, and an honest and transparent corporate identity can help these providers reach an ever-expanding audience.