With billions of users spending on average more than two hours a day on social media, there is no part of the online world that has escaped its influence. Gambling is no exception. In fact, gambling operators have massively embraced social media marketing, and found many ways to innovate on it.
Online gambling has been at the forefront of internet innovation since the first online casinos some two decades ago. This hasn’t changed with digital marketing. From the advent of huge gambling streamers with tens of thousands watching every session, to casinos gaming social media algorithms in new ways – this is how online gambling operators are changing the game.
Gambling Streamers are Making Big Bucks
The rise of gambling streamers has probably been the biggest change in the business in the past five years. Paying popular streamers to gamble on your platform while broadcasting to a live audience of tens of thousands is a guaranteed way to reach a very engaged audience who watch for hours at a time.
In terms of bonuses, the same old tired and confusing 25 free spins with 60x wagering on selected games offers just won’t cut it for players or market-leading casinos. Smart operators risk a few players winning on promotions to get customers in the door.
That’s why promos like keep what you win with free spins no wagering slots are on the rise. With dedicated experts out there collating the best options into a simple to understand format, there’s no excuses for choosing a sub-par welcome bonus in the modern casino market. Get out there and find a good one!
Just some of the insanely popular streamers who have made gambling their entire thing, or part of their core offering, include:
- xQc
- Adin Ross
- TrainwrecksTV
- Roshstein
- Vegas Matt
Not even ten years ago, most filming on casino floors in the US was not allowed. Today, gambling streamers are an ever-present feature of big Las Vegas casino resorts. Casinos, and streamers, also get viral hits when they hit massive jackpots – big number goes up is a hard hook to resist when scrolling through social media.
As streamers gamble very regularly, they also often go through losing periods. But these losses are offset by endorsement deals with casinos, streaming or social media paycheques from viral videos and the occasional big or jackpot win.
Casinos Gaming the Algorithm
People who work in gambling, or even professional gamblers, are often very systems minded. So its no surprise that several big online gambling operators have been at the forefront of digital marketing innovations in the past years.
One giant offshore online casino operator became very well known for its digital marketing stunts. Stake.com began paying basically anyone and everyone who applied to upload their usual social media content but with the Stake logo on them. Uploaders made money on a sliding scale depending on views.
This was smart and innovative for several reasons:
- It took the onus of Stake to spend money and time on their own content, instead paying a small amount to use other’s content
- It ensured huge viewer numbers when its logo appeared over some of the most viral online videos in recent years
- It took advantage of the company’s offshore nature, as they can take more risks than regulated market operators
- It allowed advertising in markets that otherwise might not accept gambling ads
It did eventually backfire after some questionable content was posted with the Stake logo. But as soon as they cooled on the tactic, other less scrupulous operators jumped in and you’ll still see this kind of video marketing on social media timelines today.
Data Led Sports Betting Drives Engagement
Gambling firms, but specifically sports betting operators, have built up big social media followings in recent years.
The two most popular US sportsbooks, DraftKings and FanDuel, have 365,000 and 450,000 followers on X, respectively. Offshore casino and sportsbook Stake.com has 465,000 and British sportsbook and social media jokers par excellence Paddy Power has accumulated 780,000 followers.
Behind this amount of social interaction, are many people who linked their social media and sportsbook accounts. Maybe for better offers. Maybe to message support through the social media app.
Whatever the reason, these linked accounts allow sportsbooks to harness ever more data about their customers.
It also provides a large amount of social proof. Standard posts advertizing game odds might not get much engagement from smaller sportsbook.
However, a bookmaker like Paddy Power will get lots of engagement on every post because it has built up a loyal, organic following based on a diverse array of content outside of directly promoting its services.
Things you might regularly see posted by sportsbooks nowadays on social media include:
- Memes and reactions to sporting events
- Controversial or edgy humor trading on sports betting’s countercultural reputation
- Crazy sports highlights from lesser known sports or minor leagues
- Crazy big winners or wagers from customers
All of this drives awareness and engagement of the brand and adds to their total addressable market. Without directly advertising their odds or directly at regular gamblers.
So, there you have it, just some of the ways that gambling operators have harnessed the power of social media in innovative ways in recent years. Has this given you any ideas for your business?