Imagine you open a new casino in an area that doesn’t have one. People are excited to visit and try it out. The town has a blast for a couple of months, maybe years, but eventually, your regular visitors start to get tired, and you don’t have anyone new coming in. The same neighborhood of guests can’t keep your casino afloat indefinitely — you need to keep things new and exciting to motivate people to travel and a quality marketing strategy to let them know you’re there.
The same applies to iGaming. Player acquisition is the cornerstone of business success: attracting, engaging, and retaining players can make or break any iGaming platform. But how do you acquire new players sustainably? This blog post will break down the importance of player acquisition and some valuable strategies to help people discover and fall in love with your app.
Table of Contents
- Introduction to iGaming and Player Acquisition
- Effective User Acquisition Strategies for Mobile Games
- User Acquisition Strategies for Mobile Games: Best Practices
- Potential Player Acquisition Challenges in iGaming
- Conclusion
Introduction to iGaming and Player Acquisition
iGaming refers to any kind of online gameplay that includes wagering and betting. It could be wagering on horse races and virtual poker tournaments or digital casino games and betting in auctions — anything that involves a combination of chance and strategy for real or imagined money (as opposed to traditional online gaming or “eGaming,” which includes roleplay games).
As we mentioned in the introduction, iGaming can’t survive on getting a few players and calling it a day. It needs to keep bringing in new ones. However, player acquisition is more than just attracting users; it’s about building a loyal and engaged player base. In a highly competitive market, standing out requires a multifaceted approach that incorporates innovative marketing, player engagement, continuous optimization, and adherence to regulatory standards to boost player confidence.
Player acquisition becomes a key differentiator in the iGaming industry, where barriers to entry are relatively low and the market is saturated with options. Betting has been integral to the horse racing and casino experiences since their inception, but now there are apps that rely on in-game betting just to keep users engaged (sports apps are a big example). New players are the lifeblood of any gaming platform not only because they bring in revenue but also because they add to a decentralized community that creates a fun and dynamic environment that people want to feel a part of. Without a steady influx of new players, platforms can stagnate.
Effective User Acquisition Strategies for Mobile Games
Attracting players is easier said than done, though. The mobile iGaming market is booming, with millions of users worldwide turning to their smartphones and tablets for entertainment. A robust user acquisition strategy is essential for mobile games to stand out, so let’s dive into what methods are available to you.
Search Engine Optimization (SEO)
Optimize your game’s website and content to rank higher in search engine results like Google. Leverage relevant keywords (a bit of research will be required), high-quality content about your game’s field, and backlinks to drive organic traffic and attract potential players.
App Store Optimization (ASO)
Optimize your game’s app store listing (on Apple, Google Play, etc.) to improve its visibility and inspire people to download it. Your game can be amazing, but if your listing looks unprofessional or underdeveloped, people will quickly click away. Focus on keywords, app titles, descriptions, icons, screenshots, and user reviews. Don’t forget to update it regularly so your listing reflects new features and improvements.
Social Media Marketing
Take advantage of social media platforms like Facebook, Instagram, X, and TikTok to promote your game. Engaging content, targeted ads, and influencer partnerships all help to reach a broader audience. Encourage players to share user-generated content and post it on their own social accounts to enhance visibility and brand credibility.
Influencer Marketing
Expanding on influencer partnerships above, reaching out to individuals with large audiences can be a great way to establish a mutually beneficial relationship. Influencers can endorse your platform and enable you to tap into their followings without having to do the same organically, saving you time and effort.
In-app Advertising
Advertise your game on other apps to reach potential players with similar interests. If your target audience is playing a related game, odds are they’ll like yours, too. Of course, there’s competition to bear in mind — so it’s unlikely a direct competitor will allow you to advertise with them — but a sports betting app could have marketing success on a casino one.
Referral Programs
Implement referral programs that incentivize current players to invite friends to download and play your game. Offer rewards like in-game currency or exclusive items to encourage participation.
Content Marketing
Create and share valuable content related to your game, such as blogs, videos, tutorials, and behind-the-scenes insights. Content marketing can drive organic traffic and is excellent for building a solid brand and community. Players, especially younger players, don’t want to see your game and nothing else; they enjoy a variety of content that enriches the overall experience.
Retention Campaigns
Focus on retaining users through personalized fan engagement strategies, including push notifications, email campaigns, and in-game events. As they say, word-of-mouth marketing is the truest form of marketing, so your existing players are more likely to tell their friends about your game if it’s one they are likely to stick with. No one shares a game they plan on leaving!
Curious about examples of in-game events and other ways you can maximize iGaming engagement? Offer regular promotions, tournaments, and exclusive rewards. Interactive content (such as live dealer games if your app is casino-inspired) and leaderboards are a great way to go as well. These features offer a sense of community and competition: players come for the game, but they stay for the people they meet or unique experiences they don’t find anywhere else.
User Acquisition Strategies for Mobile Games: Best Practices
We’ve detailed some strategies, but we’d be remiss if we didn’t also provide some guidelines for how to employ them properly. Here are a few best practices to keep in mind as you execute your player acquisition and retention plans.
Take a Multi-Channel Approach to Player Acquisition
You shouldn’t, of course, only choose one of these strategies outlined above. Instead, combine them to make them as effective as possible. Social media, SEO, email campaigns, and affiliate marketing can help you cast a wide net, while ASO and content marketing can help push curious potential users down the funnel.
Pay Attention to Cost
Attracting users won’t be free. It’s essential to track your cost per acquisition (CPA) — which refers to how much you spend to acquire a new player — and return on ad spend (ROAS), which is your revenue generated from the money you spend on ads. Measuring these KPIs helps you stay within your budget and increase iGaming ROI. You want to acquire new players, yes, but it’s not worthwhile if you break the bank doing it!
Embrace New Technologies
Embracing new technologies helps you differentiate your platform and offer unique experiences. Virtual and augmented reality (VR and AR, respectively), for example, provide interactive features that make your app more immersive. Blockchain could enhance security, AI could help you personalize experiences, real-time streaming makes viewing more realistic, and more advancements are sure to be on their way.
Comply with Regulations
iGaming is a complicated industry, so it’s imperative to adhere to the rules and regulations of wherever you operate. Stay informed, meet every legal requirement, and implement necessary measures that ensure compliance. Meeting these standards will help you avoid issues and boost consumer confidence — no one wants to place a bet through an app they don’t trust.
Implement Player Feedback
Player feedback is an invaluable source for continuous optimization. Request feedback through in-app surveys, reviews, and emails to ask where players find pain points or express their preferences. Actively listening to players’ feedback is a great way to build community and make your app the best it can be.
Potential Player Acquisition Challenges in iGaming
The iGaming market is saturated, which means there’s a lot of competition out there. You can overcome the following challenges with the best practices and acquisition strategies we’ve covered, but it’s advantageous to be aware of them in advance.
Short attention spans
The sheer number of apps, games, videos, and other content available on the internet has shortened our attention spans. If you want potential users to notice you, you need to capture their attention quickly.
Ad fatigue
Constant advertising is overwhelming. You can combat ad fatigue with engaging content and targeted ads so you reach the right audience at the right time.
Social trends
Social trends are always changing and can be difficult to keep up with. Changing entertainment preferences and behaviors influence what games people are interested in playing, so monitor these iGaming trends and adapt your acquisition strategies to align with them. For instance, the growing popularity of esports and streaming platforms presents new opportunities for engaging content and partnerships.
Economic conditions
Economic conditions, of course, play a role in player acquisition, especially in iGaming. People may not feel comfortable spending money on bets and wagers during economic downturns. In these situations, make sure to offer affordable gaming options or in-app points as a substitute that can attract budget-conscious players.
Conclusion
Mastering player acquisition in the iGaming industry requires a strategy and adaptable approach. By leveraging multi-channel marketing and best practices, you can attract, build, and sustain a loyal player base in an ever-changing market.
Want to build your iGaming platform or improve your existing one? Real-time video is essential for a seamless experience, so contact us today to learn more about how Dolby can make your app one that attracts and retains players from far and wide.
