The marketing potential of social casinos
In the world of brick-and-mortar casinos, it’s fair to say traditional marketing was always at the forefront while digital marketing, except for e-mail and some PPC ads, has been largely ignored.
Today, however, this dynamic is rapidly changing. For example, the top land-based casinos are driving real casino players into customized social casino solutions and increasing not only the value of those players, but their brand loyalty as well. According to Ruby Seven Studios, a leading social casino app developer, the average paying player in social casino is engaged with the game for over 10 hours a month. That kind of brand affinity is not available through any other customer gaming channel. Meanwhile, according to SuperData, 82 percent of social casino players have visited a land-based casino within the past year, and 60 percent have visited in the past six months.
Statistics such as these show why it is critical for land-based casinos to have a social casino presence to maintain the brand loyalty of their customers…. After all, if your customers are already playing a social casino app, don’t you want them playing yours?
In terms of acquisition, a database of social casino players is a key tool for driving both new player sign-ups and reactivating players that may have defected to other casinos. Teams with experience acquiring social casino players can generate installs of the app, revenue in the app and ultimately, drive those high-value players to the casino. Well placed ads of the casino’s next show or newest promotion drives interest and re-engages casino patrons. This creates a cycle of engagement and re-engagement that keeps valuable players inside your house of brands.
Having your branded casino game on multiple platforms helps your customers find you wherever they are. For example, Facebook has 61percent share of the social games market, making it a no-brainer to develop your social casino for Facebook as well as mobile platforms such as iOS and Android. A social casino provides a vehicle for reaching these players and reminding them of your brand consistently.
A social casino can help with sports wagering marketing and vice versa. According to GambleID, a sports wagering, iGaming and fantasy sports industry payment processing and verification company, there is 85 percent crossover between online poker players and sports wagerers. Considering the Professional and Amateur Sports Protection Act of 1992 (PASPA) was overturned in May of 2018 (translation: sports betting is now federally legal in all states in the U.S.), casinos in new sports betting markets such as West Virginia and Mississippi are scrambling to capture 21-45 year old males to fill their sportsbooks. A social casino strategy is a prime way to acquire players that will fit this demographic, especially in states that have not yet legalized sports betting. Another plus is that social casinos with sports wagering capabilities act as a brand extension; so even if your sports book is open, you may have sports wagerers from other states where sports betting has not been legalized who will want to stay engaged with you when they are not visiting your property. A social casino strategy that includes sports wagering can boost your acquisition strategy and brand engagement, while helping you take advantage of this recent development.
THINGS TO CONSIDER
A social casino is one of the only marketing channels for casino operators that can literally pay for itself. Most social casinos will have an ROI in the first year if they are properly supported with marketing. With this in mind, what is the right social casino strategy for land-based operators? Well, for your casino, it might be just keeping players engaged when they are not on property. For others the main goal might be acquisition and reactivation of player. You may even want the social casino to be its own business with a separate brand, customer base and P&L. All of these questions should be answered in order to drive the right strategy.