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Maximizing ROI in iGaming: A Deep Dive into Non-Standard Geo-Targeting Through Influencer Marketing (Part 2/2)
Previously, we have discussed how iGaming brands benefit from influencers, what the peculiarities of the iGaming industry and marketing are, and the differences between promoting iGaming products and services in countries from three different tiers. Now, let’s see how you can use the similarities and differences of the tiers to your profit when managing influencer marketing campaigns for iGaming brands.
Identifying Tier-2 Markets with Tier-1 Potential: A Language-Based Approach
In influencer marketing, targeting is often based on language. For instance, India and the USA both have English-speaking audiences, including influencers from India who create content in English, appealing to a broad audience.
Case Study: Brazilian/Portuguese Markets Dynamics
Brazil’s iGaming market boom is attributed not only to its government and influencers’ loyalty to iGaming brands but also to the Portuguese language. This language factor connects Brazil to Portugal, a more expensive market.
Here’s how to use strategic focus on linguistics for cost-effectiveness. By engaging Brazilian influencers at local rates, brands can effectively reach the Portuguese audience. The key is focusing on influencers whose content statistics show a significant following in Portugal. This approach allows for tapping into a Tier-1 audience (Portugal) at a Tier-2 cost (Brazil). For instance, CPM (cost per mile) in Portugal is at least $20 on average, while in Brazil it may be around $5-7.
Case Study: Leveraging the Moroccan Market to Reach the French Audience
Morocco, with its French-speaking audience, presents yet another unique opportunity. In France, strict regulations make promoting gambling especially challenging. However, Moroccan influencers who create content in French can inadvertently capture the attention of the French audience.
By partnering with French-speaking influencers in Morocco, brands can effectively reach potential customers in France. This approach allows tapping into a more regulated and expensive market (France) through a less regulated and more affordable channel (Morocco).
By understanding and leveraging the shared languages across different markets, iGaming businesses can identify Tier-2 markets with the potential to effectively reach Tier-1 audiences. This strategy offers a cost-effective way to expand reach and influence, particularly in linguistically connected regions.
Quick Tips for Choosing the Right Influencers to Bridge Geo-Cultural Gaps
- Universal Content: Pick influencers who create content that appeals globally, not just locally. Look for themes or stories that resonate across borders.
- European Collaborations: Favor influencers who have teamed up with European influencers, indicating their ability to connect with diverse audiences.
- Brand Partnerships: Choose influencers experienced in working with well-known brands or competitors, showing their capability to handle professional and broad-reaching collaborations.
- Language Skills: Opt for influencers fluent in multiple languages or those who use a widely understood language like English to widen their audience reach.
- Cultural Sensitivity: Ensure the influencers are culturally aware and inclusive, key for appealing to and respecting diverse audiences.
- Diverse Audience Base: Check if their followers are globally distributed, suggesting a wider appeal beyond their immediate region.
- Consistent Quality: High-quality, aesthetically pleasing content often transcends cultural boundaries, making it appealing to a wider audience.
Crafting Geo-Targeted Content
When presenting your iGaming service or product – globally or not, for Tier-1 or Tier-2 countries – you have to do it with taste, making sure the quality of the presentation is high. Also it’s crucial to adapt and trust local expertise:
- Valuing Influencer Insights: Embrace the knowledge of local influencers. If they have already established a Tier-1 audience, it’s a sign they know what works. Trust their recommendations to tailor your product’s presentation effectively in their region.
- Leveraging Language for Broader Reach: If your brand is available in French, capitalize on this. You can target all French-speaking countries, leveraging the common language to connect with a diverse but linguistically unified audience. This approach broadens your reach while maintaining message consistency.
Measuring Success
KPIs (Key Performance Indicators) are crucial in influencer marketing as they provide insights into campaign performance, including audience engagement, brand awareness, website traffic, lead generation, sales, and ROI. Setting and measuring KPIs are essential for understanding the success of influencer marketing campaigns and making data-driven decisions. You have to select KPIs based on specific campaign goals (e.g., brand awareness, traffic, sales). Focus on a few critical KPIs that reflect your objectives for clarity and effectiveness.
Key Aspects of Influencer Marketing KPIs
- Engagement Metrics: Includes likes, shares, comments, saves, and mentions. High engagement indicates effective content.
- Audience Growth: Tracks increase in brand’s social media followers or subscribers post-campaign.
- Website Traffic: Monitors visitors directed to your site through campaigns, with metrics like new users, session counts, and referral traffic.
- Lead Generation and Conversion Rates: Measures potential customers acquired and the percentage of leads completing a purchase.
- CPA: The cost of acquiring a new customer through influencer-led campaigns.
- ROI: Calculates profitability, comparing campaign costs against revenue generated.
When measuring influencer marketing KPIs:
- Utilize social media analytics for engagement metrics.
- Google Analytics helps track website traffic and user behavior.
- Use affiliate links, promo codes, and UTM parameters for sales tracking.
- Compare current campaign data with historical data to assess impact.
Effectively setting and measuring KPIs is vital for the success of influencer marketing campaigns. These metrics help align strategies with business goals, optimize efforts, and maximize ROI. For expert assistance, the Famesters influencer marketing agency offers comprehensive support: we calculate the sales funnel for our clients up to the first-time deposit (FTD), go from strategy development to KPI measurement.
Author: Anna Zhukova, Team Lead (iGaming) at Famesters
Arizona
Jackpot.com Launches in Arizona, Allowing People to Buy Lottery Tickets and Scratchers on Mobile Devices
Today, Jackpot .com, the website and app that allows lottery players to safely and securely order official state lottery tickets and scratchers from their mobile phones, desktops and tablets, announced the launch of its services in Arizona. With this latest offering, Arizonians can now purchase and play their favorite lottery games from anywhere.
Lottery players in Arizona can now instantly buy tickets for their favorite nationwide games such as Mega Millions and Powerball, as well as the popular local game, The Pick draw. The innovative platform purchases tickets on behalf of its customers from an official state lottery retailer, displaying a scan of their ticket and transferring winnings under $600 in real-time to their account. For prizes greater than $600, Jackpot.com securely delivers the ticket to the winning player to collect their winnings from the Arizona Lottery.
Arizona residents will also have access to Scratchers – the digital scratch ticket offering focused on expediting the convenience and the processing times of scratcher games. Jackpot.com has launched with four of the most popular scratchers in Arizona, including Lady Luck, $230 Million Cash Explosion, Instant Millions, 500x Fortune and more. Customers simply have to “scratch” their device screen with their finger or mouse to reveal their scanned ticket and potential winnings. Jackpot.com delivers the industry’s fastest online lottery scratch card experience and has also completed a comprehensive business process review by Gaming Laboratories International (GLI), which ensures its method for ordering and processing lottery scratch tickets is accurate and functions as expected for both Jackpot.com and the player.
Every year, the Arizona Lottery gives back hundreds of millions of dollars from ticket sales to a variety of programs and organizations striving to make an impact in higher education, health and human services, environmental conservation, and economic and business development. This fiscal year, the Arizona Lottery achieved $1.52 billion in sales, a historic milestone since the state lottery’s inception in 1981, and contributed $314.89 million to its primary beneficiaries with approximately $217,000 also going to the State of Arizona’s General Fund.
“We could not be more excited to launch in Arizona and offer the people of The Grand Canyon State a more convenient way to play the lottery,” said CEO and co-founder, Akshay Khanna. “With Jackpot, Arizonians will be able to purchase lottery tickets and scratchers from wherever they want on their mobile devices. By improving access, we’re happy to help Arizonians contribute to the great causes that are supported by the Arizona Lottery.”
Arizona represents Jackpot.com’s eighth active market. The platform is also live in Colorado, Massachusetts, Arkansas, New Jersey, New York, Ohio, and Texas. Additionally, the company is the official lottery courier service for 7-Eleven, Inc. in Massachusetts and Ohio, with more states being added soon.
Jackpot.com remains committed to upholding responsible gaming protocols through the integration of modern conveniences and safety guardrails, one of the standout features of digital lottery platforms. The company has significantly invested in responsible gaming protections by allowing customers to set spend limits, default limits on daily deposits, providing access to local and national responsible gambling resources, self-exclusion, self-suspension and automated notifications that offer help should problematic behavior arise. Furthermore, Jackpot.com is the only lottery courier service to launch with iCap certification from the National Council on Problem Gambling.
Brazil
Paysafe expands payment options business to Brazil
Paysafe (NYSE: PSFE), a global payments platform, today announced that it has received approval from the Central Bank of Brazil (BCB) for a payment institution (PI) license for the country’s launch of its regulated online sports-betting and gambling market. The license allows Paysafe to expand its payment partnerships with iGaming operators into Latin America’s most populated country as well as support Brazilian merchants in a range of other industries with eCommerce payments. The PI license enables Paysafe, which also recently joined the Brazilian Association of Fintechs (ABFintechs), to deepen its substantial footprint in the regulated Latin American iGaming space. The 90+ regulated global iGaming jurisdictions where Paysafe currently has a presence include Argentina, Colombia, Mexico, Panama, Paraguay, Puerto Rico, and, most recently, Peru, whose new regulated market went live in early 2024.
With a population of 212 million and projected sports-betting turnover of $34 billion by 2028, Brazil is expected to eclipse all other Latin American jurisdictions in size – and Paysafe is strongly positioned to support the market’s growth potential. In addition to being able to extend its established partnerships with leading international operators into Brazil, Paysafe offers a suite of payment choices catering to Brazilians’ diverse payment preferences.
By partnering with Paysafe, Brazilian operators can offer their customers Skrill and NETELLER, the most established digital wallets developed specifically for iGaming, as well as a range of other alternative payment methods (APMs) via Paysafe’s SafetyPay payment gateway, including instant bank transfers using BCB’s Pix payment system.
Beyond online sports-betting and iGaming, Paysafe’s PI license allows the company to support Brazilian eCommerce, travel and entertainment merchants as well as digital content creators with its suite of APMs.
“With this expansion, Paysafe is poised to better serve the Brazilian market with payment solutions, including the regulated Brazilian iGaming market, which will mark a new era for not only Latin American gaming but also the global space, with the country becoming the third largest betting jurisdiction on earth,” said Rob Gatto, Chief Revenue Officer at Paysafe. “We’re delighted to bring our deep payments, regulatory and compliance experience into play in this important new market to support Brazilian operators’ growth with our payment solutions following our new payment institution license, which will also allow us to streamline online transactions for local travel and entertainment merchants.”
BOOST Lottery
BOOST Lottery Announces Gamified Global Lottery, BOOSTER Frenzy, and Marketplace Launch
The project, built on the fast and transparent Elysium blockchain, merges gamified elements with NFT-based enhancements. It brings live lottery draws to life, giving players more control over both chances and rewards.
A New Era of Gamified Online Lotteries
With the $BOOST token as its native currency, the platform enables users to supercharge their lottery ticket with unique BOOSTERS. Supercharging improves users’ chances of winning, as well as the prize money they receive. Users can compete in the new event called BOOSTER Frenzy, collect, trade and upgrade BOOSTERS in the projects marketplace.
BOOST Lottery is the new definition of lottery gaming, with features such as catering to the modern player:
- Global Accessibility: Open to participants of all geographical boundaries.
- Gamified Engagement: Players actively impact their odds and prize potential.
- Blockchain Fairness: It’s built on Elysium—the fastest blockchain—for fair play.
- Live Draw Shows: A show of giveaways and interactive entertainment.
- Charity Involvement: A share of the sales will go to benefit charitable causes through the “Play It Forward” program.
The core is the $BOOST token. It lays the foundation for seamless transactions and ensures that players’ activities are appropriately incentivized on the platform.
BOOSTERS and the BOOSTER Frenzy Event
BOOSTERS are revolutionary NFTs that power up the lottery tickets with multipliers for LUCK and WEALTH:
- LUCK BOOSTERS improve the odds of winning.
- WEALTH BOOSTERS multiply prize amounts, up to 10,000x.
Every new BOOSTER features a hidden multiplier revealed through an exciting scratch interaction. This trait adds a layer of chance and fun to ticket customization. The BOOSTER Frenzy event runs from January 8th to February 10th, 2025, offering players a chance to earn:
- Weekly LUCK BOOSTERS by completing community tasks.
- A special WEALTH BOOSTER by completing all tasks, with the chance to win one of three ultra-rare WEALTH BOOSTERS.
The BOOSTER marketplace will enable players to buy, sell, and trade BOOSTERS with revealed multipliers. The marketplace feature will be live the week of February 10th, 2025. This strategic tool allows players to optimize their tickets and unlock exclusive bonuses.
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