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Martyn Hannah, director of eGaming content marketing agency, ghostfoundry, says operators need to launch content hubs to engage players in line with marketing rules
Online gambling operators in established European markets are coming under increasing pressure from regulators and watchdogs over the way they advertise to players.
In the UK, the Great Britain Gambling Commission and Advertising Standards Authority have come down hard on those considered to have breached the rules.
Over the past 18 months, this has seen some of the largest and most established operators being hit with multi-million-pound fines.
It has also led to a shake-up of the affiliate ecosystem, with the regulator making it clear that operators are ultimately responsible for the content published on their behalf.
For this reason, online casino operators and their marketing teams should look to take greater control over content and ramp up their own publishing efforts.
To do this, they should launch their own content hubs packed full of unique, high-value content that engages, educates and entertains consumers.
By doing this, online gambling operators can deliver increased value to customers, drive new player traffic and significantly boost loyalty.
There are also tremendous SEO benefits to operators running their own content hubs and regularly posting articles, graphics and videos across social media.
There are cost benefits, too.
While operators will have to invest in content – ether via an internal team or by partnering with an agency – it is significantly cheaper than paying affiliates to drive traffic to their sites.
So how do operators set about creating a content hub, what sort of content should they be creating and uploading and how regularly should they be posting?
I explain below.
Conduct an audit and put a strategy in place:
The first thing operators and their in-house marketers should do is conduct a content audit. As part of this, consider what you want to achieve via your content hub.
This might be:
- Driving new player traffic
- Giving current players a reason to keep coming back for more
- Improve SEO and rankings
- Have more content to share on social media
At this stage it is also vital to understand your target audience as this will impact the content you create and the platforms you use to publish it.
Note down your current content creation efforts and distribution methods, and identify how this can be streamlined into a content hub that sits naturally on your online gambling site(s).
The next step is to put a detailed content strategy in place. We always recommend breaking this down into three-month segments.
Your strategy should outline the types of content you wish to create – blogs, guides, features, interviews, videos, podcasts, etc – and where it will be distributed.
The more in-depth you make your strategy the easier it is to deploy consistently, which is key to the success of all content marketing activity.
Become a content generation machine:
With a clear plan in place, it’s time to get to work on creating content for your hub.
Depending on the scale and scope of your plan, this could be publishing one blog post per day or it could be a multi-strand approach that is a full-time job in itself.
As a starting point, we recommend that operators publish at least one post per day to their content hub which is then also shared across social media.
Then, once they get into the swing of things, they can look to increase their output and add different content formats, such as videos and podcasts.
It is important to stress the need to work with expert writers, designers, videographers, etc as poor-quality content will not achieve the results you are seeking.
Consumers are super savvy and know when they are engaging with content that offers genuine insight, value and entertainment.
Some operators are already deploying content hubs and are reaping the rewards and others should follow suit without delay.
Restrictions on marketing and advertising are only going to become more severe, and the only way for operators to overcome this is to take charge and launch their own content hubs.
Those that do will continue to attract new players and give their current players significant added value while also rocketing up the SERPs.
And all of this while being 100% compliant with the rules of engagement set out by regulators and watchdogs in markets across Europe and beyond.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Take control of your content
CONCEPT, Zitro’s new cabinet line has arrived at Foliatti Casino Mitras in Monterrey, Mexico.
This innovative addition is complemented by the launch of Legendary Sword, Zitro’s new multi-game that transports players to a medieval world where, with the help of a magical sword, they can double their prizes through unique mechanics, offering an unparalleled experience for Foliatti’s customers.
“We are delighted to welcome Zitro to our Mitras property with their exciting new products. The arrival of CONCEPT and games like Legendary Sword reinforces our commitment to offering our customers innovative and high-quality entertainment. From day one, the players’ response has been extraordinary, and we are confident that this new addition will continue to bring great satisfaction,” states Daniel Ramírez, Machines and BI Manager at Foliatti.
For his part, Johnny Ortiz Viveiros, founder of Zitro, commented, “We are proud that Foliatti has chosen Zitro to add CONCEPT into their offering. Zitro’s presence is known to generate positive results in any venue, and with this impressive installation and the addition of games like Legendary Sword, the outcomes have been highly successful.”
The post ZITRO INTRODUCES CONCEPT AT FOLIATTI CASINO MITRAS appeared first on European Gaming Industry News.
FBMDS is thrilled to introduce the Infinity Series, a groundbreaking collection of video bingo games created to elevate the online gaming experience and bring new dimensions of engagement and profitability to casino operators worldwide. This highly anticipated collection represents FBMDS’s leadership recognition in the video bingo landscape, with advanced features that align with modern gaming expectations.
The Infinity Series includes FBMDS’ most popular titles such as:
- Rubingo,
- Bingo Blast,
- Champion II,
- Viva Mexico,
- Multi Champion,
- Multi Mega,
- Bingo Pilipino,
- Multi Plus,
- 30 Mania!
- and Plus 3.
Each game in the collection has been meticulously crafted with spotless novelties, improved game mechanics and game atmosphere, and next level designs that together create an enhanced gaming experience for players.
At the core of the Infinity Series are innovative features and improvements that make each game stand out, including enhanced game math, increased RTPs, and refined betting systems. These elements not only add layers of excitement for players but also help online casinos achieve greater revenue through optimized prizes and longer engagement.
- Revolutionary Game Math: The Infinity Series redefines the gaming experience with advanced mathematical models, bringing a new level of unpredictability and excitement. The improved RTP rate of up to 96% across all games provides players with competitive prizes while supporting a sustainable revenue model for operators.
- Next-Level Visual and Audio Design: Each game in the Infinity Series features an innovative visual style that combines vibrant graphics, immersive soundscapes, and a responsive layout, creating an atmosphere that captures players’ attention from the very first play.
- Player-Friendly Game Mechanics: The Infinity Series products incorporate intuitive controls and betting options to make games accessible to players of all experience levels. This player-first approach ensures players stay engaged, maximizing retention and expanding game popularity among diverse audiences.
- Commitment to Reliability: The Infinity Series not only ensures exceptional performance for operators, but also stands out for its responsiveness. The games are Responsive Designed, which means they adapt perfectly to any device, guaranteeing an immersive and unforgettable gameplay experience, and have a robust system that provides total confidence for both operators and players.
The Infinity Series is designed to be as beneficial for casino operators as it is thrilling for players. Through increased RTP and advanced game logic, FBMDS has developed leading games that support a win-win environment, fostering both high player retention and profitability for casinos.
‘It is with great enthusiasm that we launch the Infinity Series onto the market,’ says Renato Almeida, Director of the FBM® Group and FBMDS representative. ‘We are determined to be the pioneers of innovation in the video bingo universe, providing our partners with high-performance tools that boost engagement and optimize results. Infinity Series is not just a novelty, it’s a revolution that will raise industry standards and transform the player experience.’
With the Infinity Series, FBMDS offers a revolutionary collection that brings video bingo to a whole new level of sophistication, thrill, and profitability. Casino operators interested in adding these innovative games to their platform can contact FBMDS for further information.
The post FBMDS launches Infinity Series: A New Era of Video Bingo Innovation appeared first on European Gaming Industry News.
- Team Vitality is thrilled to announce NESCAFÉ LATTE as its official latte coffee supplier for 2025, fuelling the clubs elite rosters
- NESCAFÉ LATTE’s first foray into the esports space, “READY TO LEVEL UP”, created in collaboration with The Brand Nation, is a key element of NESCAFÉ LATTE’s national “Now You’re Fresh to Level Up” campaign
- Through tailored brand activation strategies, Team Vitality is reinforcing itself as an industry leader, helping brands authentically enter the esports world and engage with the global gaming community
Team Vitality is excited to welcome NESCAFÉ LATTE as its latest partner to join The Hive. Gearing up for a landmark year, competing in several international tournaments on home soil – including the Rocket League World Championships in Lyon – Team Vitality’s partnership with NESCAFÉ LATTE is a welcome addition as they aim to deliver new and engaging experiences for players and fans. Throughout the year, the partnership will introduce a fully digital activation, combining performance and sensory equipment to elevate experiences.
NESCAFÉ LATTE AND TEAM VITALITY: READY TO LEVEL UP
Team Vitality and NESCAFÉ LATTE are teaming up for the “Ready To Level Up” campaign, developed in collaboration with The Brand Nation agency. The campaign shines a spotlight on how NESCAFÉ LATTE, crafted for younger generations, seamlessly fits into the fast-paced world of esports. In competitive gaming, leveling up symbolises growth, skill enhancement and continuous improvement – values that resonate deeply with both players and fans seeking a boost in energy and motivation.
Through “Ready to Level Up,” Team Vitality reveals how its players naturally incorporate NESCAFÉ LATTE into their daily routines, especially during defining moments in their careers. Whether gearing up for major matches, recharging after intense competition, or celebrating victories, the drink serves as a genuine performance booster, fueling both performance and enjoyment. The campaign will feature exclusive social content capturing these moments, giving fans a closer look at the energy that drives professional esports.
Together, Team Vitality and NESCAFÉ LATTE celebrate the passion, intensity, and dedication behind every gaming session. This partnership reflects a shared ambition – to blend performance and pleasure, empowering the esports community to reach new heights.
TEAM VITALITY SUPPORTING A PREMIUM BRAND IN ESPORTS
With a global viewership of over 540 million in 2024, esports has cemented itself as a key industry for capturing the attention of younger generations. By partnering with Team Vitality, NESCAFÉ LATTE is tapping into France’s largest esports club to connect with this incredibly engaged audience and mark its official entry into the esports scene. This collaboration reflects the evolution of the esports industry, with consumer brands increasingly teaming up with esports organisations that share similar values.
By welcoming NESCAFÉ LATTE as its twelfth partner, Team Vitality reinforces its ambitions for growth and accessibility, furthering its mission to make esports more inclusive for the global gaming community.
“Welcoming NESCAFÉ LATTE to Team Vitality is a fantastic development for both the club and our broader ecosystem. This partnership showcases our ability to support household names in exploring new opportunities, offering tailored solutions that engage a young, passionate audience. Together, we’ll unlock the full potential of esports as a dynamic platform for engagement and innovation for the world’s biggest brands.” said Nicolas Maurer, CEO of Team Vitality.
*Nescafé is a registered trademark of Société des Produits Nestlé S.A.
The post TEAM VITALITY AND NESCAFÉ LATTE PARTNER TO LAUNCH “READY TO LEVEL UP” appeared first on European Gaming Industry News.
ZITRO INTRODUCES CONCEPT AT FOLIATTI CASINO MITRAS
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