Slotegrator recently spoke with Barb Tasci, Co-Founder and Business Director of Revpanda, underlining the role programmatic advertising can play in supporting iGaming operators with their marketing.
Programmatic advertising is described by Slotegrator as allowing operators to “substantially reduce player acquisition costs and enhance user engagement” while also facilitating “remarketing and player retention by personalising ad messages and offering users relevant offers”.
Being able to target specific audiences was highlighted by Tasci, as it can help operators take different approaches depending on the regional market. Different game types also demand programmatic advertising strategies tweaked for that product’s target audience.
Tasci said: “Programmatic advertising is highly effective for localised and market-specific campaigns. It allows operators to target audiences based on geographic location, language, cultural tendencies, and local regulations, ensuring that ads are relevant to specific markets. This helps in tailoring promotions, messaging and creative elements to match the interests and behaviors of players in different regions.
“With programmatic advertising, operators can adjust campaigns dynamically based on local trends, seasonal events, or regional gaming preferences. Furthermore, ads can be displayed in the right language, feature locally popular games, and align with cultural nuances to maximise engagement. Additionally, it enables compliance with market-specific advertising regulations, ensuring that promotions meet local legal requirements.
“By combining precise audience targeting with localised messaging, programmatic advertising helps operators improve conversion rates and enhance brand presence in different markets. This makes it a powerful tool for expanding into new regions and strengthening engagement with local players.”
Other topics that were covered during the interview include how programmatic advertising assists operators with player acquisition and retention, the key metrics that online operators need to track, how it can be more effective than traditional marketing methods and the future for programmatic advertising in iGaming.