The online gambling industry is booming. From a massive $66 billion worth of revenues in 2020 to the projected $92 billion income by 2023, more and more people are drawn to engage in this lucrative business. But that doesn’t guarantee success for anyone who dives into it. With thousands of online casinos to choose from, the competition is sky-high. There isn’t always a guarantee of success, especially for newbies. So where do you start? If you’re developing a new site for your online casino, one of the most important things to keep in mind is your target audience.
Knowing your target audience
A successful online casino platform is created based on customer motivation and demographic profile.
The first step is to understand what motivates certain people to play, what games they want, and what marketing content works for them.
Here are the critical steps to knowing your audience:
Think “customer behavior”
To know and understand your audience, you need data.
Look at your current customer base to determine patterns of behavior.
Few of the information you want to look at are the age, gender, lifestyle, and technological familiarity of your customers.
In a study by marketing professors at New York University’s Stern School of Business, other substantial factors to consider when understanding customer behavior of online gambling platforms are the:
- Frequency of gamer’s visits to the casino.
- Their total wagers and how these bets are distributed at the tables.
- Whether or not the players are highly skilled or were winning out of pure luck.
Understand demographics
The role of demographics is significant to any marketing approach. The audience of online casinos can be grouped into three:
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Younger generation
Research shows that more than half of online casino players are between the age of 25 and 34. Young men and women from different income brackets consider online casino slots as a source of entertainment
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High-income earners
Most wealthy middle-aged men and women visit casinos out of curiosity, or to try their luck and skills.
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Low-income earners
Some middle-aged men and women visit online gambling platforms to improve their financial shape.
Your customer’s demographic profile helps you create marketing content that uses the language and themes suited to a specific audience.
Consider the gamer’s motivation
You can also target online casino players according to their motivation to play or based on the games they prefer.
An important question to ask yourself is: are you having regular or occasional visitors?
Regular players are mostly professional gamblers who have gained mastery over certain games and consider casinos as their primary source of income.
They make a profitable audience but require attractive conditions, including beautifully designed games, interesting loyalty programs, and large welcome bonuses.
Occasional users, or those who visit online casinos for leisure and entertainment, may have little skills but are willing to spend more.
While this group also makes for a profitable target audience, you should remember that occasional gamblers tend to choose casinos randomly. Therefore, the best way to attract them is through massive advertising, attractive platform design, freebies or prizes for registration, and various sign-up bonuses for beginners.
Consider game preferences
Casino players can be distinguished based on their game preferences too. For example, players of traditional casinos (those that have physical facilities) prefer games with simpler rules and interfaces.
Conservative players prefer classic casino games like roulette, blackjack, poker, and baccarat. Meanwhile, younger ones and fans of video games are likely to play more modern or innovative versions of these games.
As to gender, men are likely to engage in more challenging casino games while women prefer those that don’t require a lot of skills, such as slot machines.
Wrapping it up
Knowing your audience is vital to the success of your online casino business. Players expect that the content they receive is highly personalized and will give them a meaningful experience.
There are many marketing approaches used by online gambling companies. But what works for them may not work for your business. Look at your customer base and use the information to design the right strategy to attract your audience.
If you’re lacking information, consider devising strategies to know your audience better. Some effective strategies are surveys, the use of loyalty cards (which gives you a better view of their spending habits), and database marketing.
Featured Image Credit: Pixahive
