Nicky Senyard, the founder and CEO of the Income Access Group, discussed 2015 trends in online gaming and digital marketing in a presentation at the ICE Totally Gaming conference in London, England, on 1st Feb. 2015. This slide-share accompanied Nicky's speech.

1. Digital Marketing: Current Trends in iGaming
Presented by Nicky Senyard, CEO and Founder

2. Topics:
1. Who is the Income Access Group?
2. Top 3 digital marketing trends in iGaming
3. Impact of social gambling on iGaming
4. Mobile in 2015

3. ABOUT THE INCOME ACCESS GROUP
Digital Marketing
Traffic
Campaign
Optimisation

4. ABOUT THE INCOME ACCESS GROUP
OVER 13 YEARS’ EXPERIENCE IN GAMING

5. INCOME ACCESS: WHAT IS OUR GLOBAL EXPERIENCE?
250+ leading operators in 50+ markets, across North America, South America,
Europe, Australia, and Asia.
Offices in 3 continents for 24 hour service

6. Top 3 digital marketing trends in iGaming

7.  Trend one: efficiency through technology
 Tracking all of your acquisition channels in one central
location allows for easier reporting and evaluation
• This means making quicker, better informed
decisions about where to invest in marketing
 Targeting is key - the more targeted the messaging
across acquisition channels, the higher value of customer
• This is even more important for mobile, effectively
communicating at a device level to ensure a positive
user experience
 Work with the end in mind: work backwards from budget,
acquisition and CPA goals; it may be difficult to visualize in
the beginning, but it is important to determine your
finances from the get-go
 User experience is king

8.  Trend two: knowing your customer
 In Europe, we are seeing consolidation of brands
because of the volume of operators in the market
 Having successful brand analytics is key
 Biggest brands are adapting to new market contexts
and consumer habits
 Brands that are most successful know customer
efficiencies related to brand analytics
 In the United States, there is a lack of consolidation
and still a great opportunity for growth
 Land-based properties can learn from Europe by
understanding customer preferences and habits
 Brands should apply an integrated approach to digital
and property branding

9.  Trend three: cohesive marketing
 Creating an integrated marketing strategy
is important for targeting valuable customer
segments
 Successful brands are evaluating offline, online
and mobile marketing efforts for a complete
picture of the customer
 A holistic marketing ecosystem consists of a
balance between above-the-line and below-
the-line marketing efforts
Above-the-line
TV
Print
Radio
Billboards
Ad networks (online and mobile)
Digital Below-the-line
SEO
Google (PPC)
Facebook and other social media networks
Affiliate marketing
Email marketing

10. Impact of social gambling on iGaming

11. Blurring the lines of social and real-money
 Customer saturation means the need for innovative solutions
and content to match customer habits and preferences
 There is a considerable amount of research which shows a
correlation between free-to-play games and real money
gambling in young people (Ipsos MORI, 2014)
 eMarketer expects US adults to spend 5 hours 46 minutes with
digital media daily this year
 Paying social gaming customers spend an average of 15-16
minutes per day (ISGA)

12. Blurring the lines of social and real-money
 Social casino offerings create opportunity for:
 New partnerships and customer segments
 Innovation in products and content
 Customer stickiness
 Wider reach of pickup
 Real-money brands are now integrating social
elements to their products
 Example: Casino Saga

13. Mobile in 2015

14. Mobile in 2015
Mobile considerations
 Things to consider:
1. Does mobile have an impact on acquisition?
2. Have you optimized your product and brand for
mobile consumption?
3. Integrating mobile into your digital marketing
strategy

15. Mobile in 2015
Mobile related to acquisition
 Things to consider:
Does mobile have an impact on acquisition?
 4.55 billion mobile users in 2014
 This past year, there has been an average of 29%
year-on-year surge in mobile users
 Mobile penetration of the online casino
vertical: MECN reports that online casino
brands’ mobile revenue rose to 49% of their
total turnover in Q3 2014
 Approximately 56% of online sportsbook
revenue coming from mobile

16. Mobile in 2015
Mobile and optimization of your product
 Things to consider:
Optimizing your product for mobile
 Accessibility (creating a mobile-friendly and
mobile-responsive product)
» Mobile apps
» SEO
 Usability (responsiveness and customer
journey, quality of experience)
 Visibility (how easy is it for users to find your
app?)

17. Mobile in 2015
Mobile as a marketing channel
 Things to consider:
Integrating mobile into your digital marketing
strategy
 Mobile should not be treated separately and
needs to be integrated into the overall
marketing strategy
 Cohesiveness of branding and user
experience
 Mobile becomes a key component of your
acquisition campaigns

18. Key takeaways:
 Having a cohesive and integrated digital marketing strategy
 Implementing the proper tools and mechanisms for tracking and
reporting marketing efforts
 As market consolidation occurs, brands must clearly understand
their customers and content consumption habits
 Innovation through mobile and social offers opportunities for
brands to engage with current customers and extend their reach
to new segments

19. THANKS FOR ATTENDING
For more Information, please feel free to:
• Stop by the Income Access Booth: N7-300
• Email: nicky@incomeaccess.com