MARKETING for the Gambling Industry.

Transcription

1 MARKETING for the Gambling Industry

2 WHO WE ARE WE ARE A DIGITAL MARKETING AGENCY Specialists in the Real Money Gambling sector. We offer an ability to create and execute superior marketing strategies for the RMG Industry because of the special insight and years of experience we can bring to bear to the market. We are a Boutique Agency, focussing, not on volume, but rather on quality action and execution. Video and digital content is part of what we do to engage audiences with compelling stories and valued information. We work across all communication and marketing disciplines, online & offline. GWENOLE ANDRIEUX Managing Director Gwen has 10 years experience in the gaming industry working for many successful gaming operators. He is a strategic thinker with an analytics driven approach. He has experience of both developing and managing brands, developing 360 marketing strategies as well as executing campaigns at an international level. KEITH DUDDY Creative Director 20 Years as a TV producer with 10 years devising creative and content for the gaming industry has given Keith a unique insight into creating meaningful, compelling and entertaining, campaigns. 3

3 WHAT WE DO We provide a comprehensive package of marketing services with a unique expertise in real-money gaming. STRATEGIC PLANNING Research, macro-trends & competitor monitoring Promotion campaigns & call to actions Channel mix & channel experience design Branded content BRANDING Corporate rebranding / Brand development Digital brand identity Cross-platform brand iteration VIDEO TV Commercial creation & production Airtime buys Online video content AFP broadcast TV Event broadcasting ONLINE BUYING & PLANNING Account set up & research Social Media Buying & Planning Ad networks planning & buying On going campaign management & optimisation Reporting CONTENT MARKETING & SOCIAL MANAGEMENT Social listening & reporting Content Creation, planning & calendar Influencer identification & outreach Account posting & management 4

4 YOUR MARKETING MIX Your business relies on a range of marketing initiatives. Think of it like a four legged table where your marketing budget sits. LEG 1: PPC & SEO LEG 2: Social (Content marketing) LEG 3: Affiliate Media LEG 4: Above-the-line Media (TV, Press, Print advertising) Remove, or weaken one leg, and the table will wobble, some of your budget may slide off the table and be lost. When two or more legs are weakened, the table ceases to be an effective platform and will crash to the ground, sending your marketing budget plummeting into the void. Each leg acts as support for the others, weaken one and the effectiveness of your budget is diminished, weaken more than one and you cease to get an effective return on your investment. That s why a marketing strategy that is both confident and consistent is so important in building your brand. Having a Joined-up approach is not just desirable, it s essential. Each of the legs of your business relies on the support of the others to be completely effective. The message, the imagery and the look and feel must be consistent, only then can the whole equal more than sum of the parts. As an outside agency we can provide an objective, clear-eyed approach to helping you define your core brand values and assets and turn that into a marketing strategy designed for success. 5

5 Strategic brand management We provide a strategic approach to developing your brand allowing you to differentiate your offering from that of your competition. We then work with you to build out a considered, consistent experience for your customers, developing a brand experience that drives acquisition and retention. In an increasingly crowded landscape it s vital that your brand is not only recognisable but also stands for something. A coherant, consistent approach to messaging, whether through the design of your site, your communication with customers, your social media presence or your advertising is not just desirable, it s vital. Faced with a bewildering array of operators offering the same games, the same experience and very similar experiences, your brand has never been more important. You need your marketing budget to work hard for you - we can help ensure that happens by developing a unifying theme that feeds all consumer touch points. From experiential marketing activities to tactical advertising, we are a one-stop-shop for your brand. 6

6 BRANDING WE WORK WITH CLIENTS, LARGE & SMALL. From the initial branding of new businesses to a brand refresh of established, major players. Branding is one of the cornerstones of our business. Our expertise of the gambling industry gives us a unique insight into the particular requirements of gaming, particularly online. From logo and brand language development, to the design and creation of marketing assets, we operate an end-to-end service. We understand the customer journey as well as the importance of creating a brand that speaks to a cross-cultural audience. We work with the principle stakeholders in your business to establish key brand values and then develop a visual language that reflects your core proposition. 7

7 CONTENT MARKETING Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action. In other words, it s stuff that people want - the key word here is valuable. If people are actively seeking out this content, then it is clearly hitting the mark. Think about what your customers might want, how about reviews of games? Or videos that explain bonus rounds or special features? You could write help pages, but people no longer want to read online - they want to watch... THAT S WHERE WE CAN HELP YOU. Of course we also write content too - lots of it! 8

8 VIDEO FROM TV COMMERCIALS TO ONLINE CONTENT We are a one-stop shop, we create, script, shoot and edit in house allowing you to save on production costs. We all know that video is an important part of any marketing mix. 20% of all video views are happening on mobile devices. 77% of all tablet users watch at least one video on their device a month by 2018 that will be 87% million viewers. We have extensive experience of creating long and short-form programming for both broadcast and online distribution With an expertise in gambling we are able to not just create compelling TV commercials, but navigate the often stormy waters of regulation across Europe. Because we produce everything in house, copywriting, scripting, shooting, editing, dubbing, clearance and distribution, we are able to offer exceptional value for money, making your budgets stretch further and expanding the ambition of your brand to create memorable, effective commercials. Creating online video content is also part of the service we offer, from stand-alone, one-offs to branded web-series as part of a long-running campaign. 9

9 ONLINE BUYING & PLANNING Our Pay per Click campaign specialists provide full PPC campaign management using Google AdWords, Yahoo! Search Marketing, Microsoft adcenter and other PPC services like Facebook, YouTube and Twitter. We also work with some of the top mobile ad networks like Flurry, Tap Joy and Vungle. Our services do not only utilise text-based advertising but also include video, mobile and other display ad formats. Our focus is on profit and ROI with every campaign. We utilise current technologies, never losing sight of the underlying costs of using automated tools. Our campaign reporting is fully transparent and clients benefit from a fully configured & customised implementation of Google Analytics with their PPC campaign. Our team are Google adwords certified. 10

10 SOCIAL MEDIA MANAGEMENT There is nothing particularly complex about running a successful social media marketing campaign - but you do need content, lots and lots of it, continual updates and immediate responses to your customers posts and queries. Some things work better than others, but it is the continual analysis of how multiple campaigns are running, as well as ongoing optimisation, that differentiates a successful campaign from an unsuccessful one. We use social networks like Facebook, Twitter, Pinterest and Instagram to build a community of customers that feel good together. If you don t have the resources in-house to create content on a large scale, we can help pick up the slack and because we understand the industry, we know how to strike the right balance between the soft and hard sell. 11

11 WHO WE WORK WITH ONLINE CASINO & SPORTSBOOK OPERATORS We have been working in the online gaming industry almost from the moment it began. We understand the requirements of operators as well as the mechanisms for player acquisition & retention. As the industry has matured, the channels of communication between operator and customer have also shifted. In today s market there is much more of a need to provide the customer with more & better information. We have already talked about the creative services we can offer - producing compelling & valuable content for your customers, but It s not enough to simply create great content, you must also distribute it widely and in a controlled, measurable way. Acquiring gaming customers is not the same as acquiring customers for soap powder or jeans. Because we understand that, because we specialise in the RMG industry, we can bring that experience to bear for your business. 12

12 WHO WE WORK WITH APP & GAME DEVELOPERS We work with app and game publishers to help them develop marketing strategies for their products. With the ability to publish direct to the market through the app stores or via real-money platforms, the opportunity exists to build networks of affiliated users who can continue to provide a source of revenue throughout the lifetime of the product. From talking to developers across the world, we realised that the old publishing models rarely required studios to think about marketing. To start now, may seem daunting. That s where we come in. We work with you to identify which of your existing assets can be utilised to create compelling marketing materials. We help you to tell your story, promoting not just the products, but the company too. What about building & managing a social community who love using your games and apps who, with the right encouragement, could become a powerful, engaged, word of mouth marketing force? We can do it all - video, social marketing, media planning & buying, digital marketing assets, TVCs - everthing you need to make your product or service a success. 13

13 TESTIMONIALS The team at Dice London really understand the requirements of sports betting clients and have a particular insight into communicating with customers in a way that shows they understand the idiosyncrasies of the industry. We used Dice for TV Commercials, Press and PR and content marketing where they built an award winning campaign for our football betting product. - ALEXANDRE MANGAUD Online & Offline Marketing Manager - NETBET Senior management at Dice London have a huge amount of experience across multiple markets in the online gaming industry. Having sat both within and outside the industry as both client and agency, they have an inherent understanding of the customer funnel as well as the regulatory requirements across the globe. I have very much valued their input. - KRESIMIR SPAJIC SVP Online Gaming - HARD ROCK INTERNATIONAL Dice were invaluable to us by acting as an outsourced marketing department. The fact that they understood the industry and that selling gaming is not quite the same as selling beer or beans, meant that we could jointly develop a strategy that made sense for the product we were making at the time. - ASHLEY LANG Former CEO - ODOBO 14

14 ROLL WITH US! : info@dicelondon.com :