Social networks claimed as "number one" egaming marketing channel
Online gaming strategists Think Gaming says use of Facebook and Twitter for acquisitions by egaming firms has surged during 2014
The number of online gambling firms using social networks for customer acquisition purposes has surged in recent months with social now the “number one” acquisition channel, according to a new report by online gaming strategists Think Gaming.
Phil Shaw, marketing director at Think Gaming, said social networks such as Facebook and Twitter offer “huge opportunities” for gaming firms and represented the “new digital style of marketing”.
“We are now finding it is the number one digital marketing channel,” Shaw said.
However the study also found companies to be missing out by failing to make full use of opportunities offered by social media sites, with some reluctant to move away from traditional channels such as TV, affiliate marketing and Google AdWords.
Speaking to eGaming Review this morning, Ladbrokes head of consumer PR David Williams said social media was “at the heart” of the firm’s acquisition and retention strategies.
“The increase in ‘two-screening’ with customers accessing information on their devices whilst watching live sport requires us to deliver timely, tailored content to new customers which we are continually refining,” Williams said.
“The ability to then track in detail the activity of social users has enabled us to improve our retention and engagement metrics. The use of social media is therefore embedded in every part of the customer lifetime journey,” he added.
During this year’s World Cup Paddy Power sealed a deal with Twitter and UK broadcast network ITV to tweet World Cup match highlights, allowing the operator to tweet out as many as 10 highlight video clips per game using Twitter’s Amplify optimisation engine.
Shaw said the strength of such networks is in their ability to “specifically target highly relevant individuals” through enhanced analytics, while also helping build brand loyalty with 24/7 engagement.
“Furthermore, the improved measurement techniques, due to major developments on the tracking technology, mean that companies can now demonstrate that their investment is providing a real return,” Shaw said.