How do iGaming Platforms Build Their Online Presence?

As audiences grow, operators must explore different ways of reaching their target audience in an increasingly competitive market.

We explore the leading ways for iGaming operators to build their online presence, helping them attract new customers.

Making use of an iGaming affiliate network can be beneficial for sites that can access relevant consumer bases directly. Affiliate networks work as an intermediary between the operator and platforms that can be used to promote them. In the case of iGaming, existing sites around gaming and gambling will have a regular following of consumers who would fall into the operator’s target market.

Affiliate marketing not only reaches regular readers of specific blogs and sites but also helps to instill confidence in the brand.

Social media has transformed marketing for all types of brands, with the ability to grow a following and appeal to consumers directly. While most social media platforms now have algorithms that monetize advertising, regular and engaging posts can help operators enjoy free marketing.

Social media platforms can be an excellent way for operators to interact directly with their target audience and gauge interest in specific products and new technology. It can also be used by consumers as a way to contact operators directly.

Search engine optimization, or SEO, is the term used for improving the visibility of a website on major search engines, usually Google. This can cover everything from consumers typing in brand names to keywords. For example, if an iGaming operator were the first result for the term ‘online betting’, they would enjoy a significant boost in traffic.

Sites can improve their online visibility in a number of ways, and SEO agencies specialize in helping them do this. Ensuring site speed is optimized and that the site has original and relevant content is important to this, and external links pointing to the site from sites with good authority will also help.

While Google doesn’t explicitly tell users what it is looking for, following best practices and avoiding duplicate content is advised. Failing to do this can result in sites being penalized by Google, making it harder for consumers to find them.

Paying for ads on websites or to appear at the top of Google listings is another way for sites to enhance their online visibility. Banner ads are a great way for sites to appear on relevant content, improving the chances of customers clicking through.

Sponsored social media posts are also helpful, with many platforms allowing advertisers to tailor their campaigns to specific demographics. This can help operators build their social following, making it easier to communicate with them in the future.

Being able to show consumers that iGaming sites are compliant with local regulations and offer a fair and transparent model is something that will always benefit a site. Responsible gaming messages, transparent rules and payout rates, as well as details of licenses and other accreditations, will help sites improve their bounce rate.

Website bounce rates refer to the number of people who land on a site and immediately leave. This can also have an impact on a site's SEO, and high bounce rates are a clear sign that something is wrong with the site.

Offering new customers exciting deals is an excellent way to stand out from competitors, and most customers expect some kind of offer if they are signing up to an iGaming site. Using these deals as part of a marketing campaign and through paid advertising is a great way to get attention.

Customer retention is equally, if not more, important, so offering loyalty bonuses can help to keep customers active on site. Referral bonuses can be a great way to reward both new and existing customers, and also help to increase customer numbers.

All websites and service providers will have moments when things can go wrong or customers can get annoyed, but learning how to deal with this can make a massive difference to how a site’s online presence is seen.

Review sites and social media give consumers a platform to praise or criticize sites. If they are critical, moving quickly to try and resolve the situation can help to transform potentially negative publicity.

A good customer service team that is active on social channels and also attempts to help customers on review sites can make all the difference to customers looking for new operators.