For operators that focus on slots, the route to engagement has become increasingly challenging as advertising regulations tighten.
But there remains a strong opportunity when it comes to TV advertising, according to Nick Wood, the Global Director of Client Strategy and Growth at Global TV Experts.
Speaking to iGaming Expert, he emphasised that placement does, however, remain crucial – he stated: “Our media systems tell us which programmes and stations perform strongly against the iGaming audience, but the real edge is the data we hold across many markets through our bespoke measurement tools.
“We measure the visits to our clients’ website driven by TV ads. Aggregating that data shows us which station, day of week, daypart and creative drive the most visits — to name just a few of the variables. We can also match back against app feeds such as AppsFlyer.
“Optimising campaigns this way, we have seen C/FTD improve by up to 50%, we can also pretty much guarantee that new advertisers will hit the ground running, scale up quickly and with great cost efficiencies.”
He did however reveal that challenges continue to remain when it comes to regulations, adding: A lot of operators play it safe with generic slot ads, but creative is one of the biggest levers you can pull in terms of business outcomes.
“Don’t be afraid to push the envelope — clients who have rolled the dice on risqué creative have seen spectacular results. If that feels too risky and no-one wants to antagonise the regulators! Put trust at the centre of the brief instead, with a focus on fast payouts or similar.
“One last word on creative: RG ads are required in most regulated markets, and when we look at response rate by creative, responsible gambling ads show no noticeable fall. I think they actively reassure players that you are a responsible operator, and the results bear that out.”