MARKETING
signings and online integration – organising online events within the tournament framework that users can take part in and receive bonuses.
SMM trends for gambling Betting companies now realise that social media is one of the most valuable assets for audience engagement and not a place for boring branded images. The role of social networks will increase as part of the activation of sponsorship contracts: in fact, most of the interaction between companies and ambassadors will take place through social networks. We also expect to see gamification in social networks through the launch of sweepstakes, games and other subscriber activities.
New affiliate partnership formats Historically, in the CIS, partnerships with affiliates have been built on personal relationships. During lockdown, amid a more general transition to online, relationships are evolving into a win-win partnership format with an increase in the price tag for services.
Changes in sponsorship packages Bans on betting advertising in the UK and similar restrictions in Spain and
ABOUT 30-40% OF ALL BETS PLACED DURING THE QUARANTINE PERIOD IN THE CIS MARKET WERE ON ESPORTS EVENTS Italy continue. Against the background of this ban on sponsorship of football teams in top championships, there will be an increase in media cost for inventory within the packages, but the cost of the packages will drop because of the reduction in the options to display advertising.
New betting marketing technologies The year 2020 showed that the industry no longer has time to swing: betting will master technology rapidly because doing so will result in savings on marketing. Marketing departments will apply fresh approaches everywhere: from automated media planning to anti-fraud precautions. For example, where we previously tailored anti-fraud systems to billing operations, we now plan to use them in marketing to detect fraud much earlier in the conversion process.
Widespread development of SOI and DOI gambling purchase models In gambling, performance marketing
anti-fraud is relatively poorly developed, limiting the ability to purchase traffic by models other than CPA for FTD or Revenue Share. Now, in most gambling companies, the conversion funnel looks like this: Registration → confirmation of registration → first deposit paying to affiliates → repeat deposit → customer who makes a profit
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The development of marketing antifraud and traffic assessment models will expand purchasing models for leading affiliate programs. Your conversion funnel will, instead, look like this:
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Registration paying to affiliates → confirmation of registration → first deposit → repeat deposit → customer who makes a profit With innovative work on the funnel and the use of behavioural models of traffic estimation, it becomes possible - on one hand - to save the budget for an affiliate, while on the other to connect new websites from different high-risk niches. 2020 showed that long-term planning is losing the matchup with situational adaptability. Therefore, I advise everyone to be ready for the new realities of the industry and trends in digital marketing. •
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