During Monday’s Global Gaming Expo education session “Future Proofing Casinos — Brand Relevance, Digital Marketing, and Influencer Strategies,” industry leaders discussed effective marketing strategies within the gaming sector. The panel emphasized the importance of defining a brand’s identity, using various platforms, and leveraging influencer marketing to reach target audiences.
Mike McKiski, president of MaxBet Media, stressed the foundational first step of brand building: A brand’s narrative must align with its core values to resonate with its audience. “It starts with knowing who you are. Understanding your identity and value proposition is crucial.”
“Find your voice and be consistent with it,” agreed Bluberi Gaming Brand Marketing Manager Dan Taylor.
The discussion then shifted to the role of social media. McKiski pointed out the importance of selecting appropriate platforms to tell the brand’s story based on the intended audience. “Understanding your customer base and where they’re active are key.”
Hillary McAfee, BC Ventures marketing consultant who has a background in casino-influencer marketing, added that no brand is too big or too small for social media. She suggested that a strategic presence on at least two platforms, such as LinkedIn, TikTok, or YouTube for video content, is ideal.
The panel emphasized the importance of authenticity when using social media for marketing. Heather Lee, Senior Director of Sales at BIG Cyber, said that the human element makes everything better.
They also highlighted the effectiveness of influencer marketing in humanizing and authenticating a brand through social media. McAfee likened it to modern-day celebrity endorsements, citing a $5 return on every dollar spent and the ability of influencers to reach a wide audience. McKiski shared his firsthand experience of the power of social-media influencers in bringing customers to a casino.
Also, Taylor discussed the balance between paid and unpaid social-media content, advocating for targeted paid posts to reach specific demographics.
“From an operator side, we’ve done a few paid posts and with those, you can actually target your audience by location, age, and interests. We have found that spending that is worth it because you get the awareness of the people you are intending to reach,” Taylor said.
The panel suggested that authenticity, strategic platform use, and influencer partnerships are successful marketing strategies in the gaming industry, providing a roadmap for brands looking to enhance their visibility and engagement in a competitive market.
