The gaming sector is undergoing a dynamic expansion of its offering mix. Retail-based casino proliferation over the past twenty years expanded the footprint available to U.S. consumers.
Legalization of Sports Betting
In the past three years, we have seen 14 states make sports betting legal. Through the legalization of sports betting, new innovative offerings have emerged in close association with fantasy sports. In addition, some states have legalized iGaming, and others are poised to add this as well.
Most casino companies have a digital arm that is an add-on arm to a land-based operator. In the U.S. iGaming and sports betting market, the companies with the privilege of spending less on customer acquisition efforts, have an established retail casino presence or a customer base of daily fantasy sports players. This provides an edge in customer acquisition due to name-brand awareness and the ability to avoid the heavy cost of TV advertising. The money saved can be reallocated to focus on their ability to attract new players through omnichannel, data-driven campaigns to loyal members or existing app users.
As a Las Vegas-based company, the gaming space is a high-priority area of focus for Audience Acuity, with active engagements that cut across media, sports, retail casino gaming, daily fantasy sports, and sports betting.
Current Situation in Gaming
How to Achieve Long-Term Effeciencies
Shifting to lower-cost channels that are more targeted.
Using pre-disposed target audiences contained in databases (retail casino, DFS, etc.).
Focusing on analytically derived people-based audiences to avoid wasted ad spend associated with bots and device-based targeting profiles.
More fully monetizing the engagement and intent consumers demonstrate.
Marketing Trends and Initiatives Ripe for Use in Gaming Sector
Post 3rd Party Cookie & Apple’s IDFA
Sports betting has relied upon digital channels for top-of-funnel engagement, resulting in massive ad spend waste. Implementing identity data and strategies that provide a persistent approach to targeting, profiling, and tracking resolve this and protect firms from the effect of Google announcing the demise of the 3rd party cookie and Apple’s IDFA policy change.
Implementing identity management strategies that unify data used to drive marketing and media buying processes around common audience understanding, targeting, identification, and personalization for known and anonymous audiences across channels and connected devices materially improves engagement by using channels in tandem.
Return on Ad Spend
Budgeted ad spend typically has been used on branding early in the process and performance-based media later, however, firms are becoming focused on maximizing the return on media investments upfront by:
- Targeting people-based audiences that resemble customers who funded accounts to improve conversion and avoid media spend on wrong targets.
- Resolving identities of consumers that bounce for re-targeting to monetize media investments.
- Develop profiles for each segment of a customer base that is used to score each inbound record received to align appropriate offers to that consumer.
- Getting smarter by enriching customer-provided data to predict outcomes and align offers to the consumer’s unique situation to convert paying customers.
Specific Impact for Gaming
Audience Acuity’s omnichannel identity graph provides near-scale of the U.S. adult population as a known people-based data set that is built on an offline foundation with all digital identifiers linked. This has consistently proven to enable firms that use CTV, OTT, Social, Search, or digital advertising to shift to omnichannel consumer engagement resulting in a material improvement in marketing and operating efficiency and reduction in wasted ad spend.
Eliminate Ad Spend Waste
Eliminate ad spend waste associated with digital audience profiles and bot traffic by exclusive targeting of people-based audiences with omnichannel customer journey management.
Help firms acquire new customers more efficiently. For firms without a DFS audience to drive tier migration against, our data can serve as the underlying audience to drive the top of the first funnel across media.
Enhance data science capabilities through the development of client first-party identity graph that results in persistent, common audience member-profile for customers and prospects that can be used across all channels and owned properties.