Advertising in online gambling has always been a hot debate topic. In New Zealand, offshore online casinos can provide services and products to residents, but they can’t advertise in the country. However, it doesn’t mean gambling operators don’t sell their services. They simply go about it carefully. Kiwis who love online casino gaming might not be exposed to many gambling adverts, but it still helps to get insights into how operators capitalise on the popularity of certain public personalities. The use of celebrities in marketing is a technique that has worked for many industries. iGaming joined the celebrity advertising bandwagon a while ago as internet gambling gained more popularity.
Similarly, to any other sector, online gambling seeks to attract more consumers by building relationships. Partnering with celebrities allows operators to do that. Online casinos leverage the brand and reputation that particular famous figures have crafted to encourage players to spend money. An endorsement from a well-known figure increases the intent to gamble because it evokes feelings of wanting to belong. For example, seeing your favourite actor playing pokies might inspire you to bet to create a psychological connection. Advertising through celebrities takes work, though. Not every collaboration between an online casino and a famous personality pays off because there is a right way to do celebrity advertising.
A Choice that Meets Objectives
Gambling websites first evaluate their goals before finding celebrities with whom to work. The celebrity route is not an appropriate approach for every marketing objective. An operator advertising the best online casino bonus in New Zealand might not need an endorsement. However, a site launching a new sportsbook could use a familiar face to pull the right crowd. Without understanding their goals, operators can have trouble finding the correct fit for a marketing campaign. Not every celebrity is suitable as an online casino endorser. Different personalities have varying fan bases, which means individuals with distinct interests. So, the consumers that celebrity A appeals to are not the same as the ones that follow celebrity B. One may attract millennials, while another attracts generation Z. Casinos that grasp this concept get the most out of celebrity marketing. They take the time to identify famous people who align with their marketing objectives.
Leveraging Star Power
Celebrity endorsements work when brands capitalise on a public figure’s popularity. A star who is well-loved by the people is a valuable investment for any operator. The bigger the star, the more effective the marketing messages are. Why is that? Because this type of advertising banks on the positive connotation, publicity and respect that a celebrity commands. When a company partners with a public figure as its ambassador or influencer, he or she becomes an extension of the business. Whatever the celebrity represents reflects on the brand as a whole. An endorser is seen as part of the casino’s image. Hence, the celebrity’s standing among the public determines how well the marketing does. Conversely, if an influencer’s reputation takes a hit for whatever reason, so does the brand. Gambling operators compete to have the best to boost their images. A quick look at some of the biggest casino websites with celebrity endorsers gives you an idea of how just big operators are willing to go when it comes to star power.
Combining Endorsements with Other Tools
As effective as marketing through the famous can be, it’s not the only tactic online casinos use. In fact, alternative marketing techniques have better results than celebrity endorsements. For this reason, operators consider other ways to reach their target audiences. Promotions, loyalty schemes, and display advertising rank the highest when it comes to casino marketing tactics. A gambling site that wants to forge long-term relationships with players must be willing to put resources into multiple advertising tools. Even in New Zealand, where direct advertising is not permitted, casinos market to potential customers through bonuses. An attractive welcome package can have a stronger effect on players’ decisions than a lone marketing message from the latest football star.
Making Celebrities Out of Players
Another strategy the online gambling industry is getting good at is making gamblers famous. The internet made it easy to create celebrities even through the most mundane activities. Gambling is one of the sectors producing big personalities from all over the world. For the longest time, poker was the primary avenue for turning ordinary citizens into famous faces. Players participating in the top tournaments would enjoy a lot of attention. Now, the sector has casino streaming. If you have never heard of it, casino streaming involves players gambling in various games and live streaming all the action to viewers. Over the past few years, gambling content has become highly prominent on streaming platforms like Twitch.
Casino streamers are celebrities in their own rights. Some of them have thousands of followers, big sponsorship deals and generate millions of views for their videos. In the past few years, streamers have been collaborating with gambling sites to advertise games, promotions and other offerings. The beauty of regular players becoming celebrities is that other gamblers resonate with them. Players look positively at a gambler who worked hard to become famous. They can see themselves struggling to win, just like their favourite streamers. Compared to stars who happen to like gambling, real players connect better with the audience because they can relate. It’s why some operators spend a lot of money to sponsor casino streamers.
Although online casinos have an array of advertising tools to choose from, celebrity endorsements remain popular. Some reports show that the older generation, 55 and above, is more likely to consider gambling products endorsed by celebrities than younger players. Moreover, this demographic believes that celebrities in the gambling sector are influential. Despite New Zealand banning gambling advertising, Kiwis are not immune to marketing messages from famous figures. Various international casinos use well-known personalities to see their products. They leverage influencers to boost brand recognition and build relationships with players.
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