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Robert Simmons

Robert Simmons

News | Press Releases
1st June
DraftKings makes its first sports betting deal
1st June
Deadlock broken in Connecticut casino dispute?
31st May
Intralot reveals latest figures amid US expansion plans
31st May
Pennsylvania takes first steps in sports betting regulation
30th May
American Gaming Association outlines US sports betting stance
29th May
MGM Resorts expands into New York with $850m acquisition
29th May
Nevada top executives paid $145m in 2017
25th May
New Jersey rubs salt into NCAA wounds with $150m lawsuit
24th May
Washington DC considers sports betting legalisation
24th May
Aristocrat revenues up 28.5% during H1 2018
23rd May
Paddy Power Betfair agrees FanDuel acquisition
23rd May
Vietnam changing course on casino development incentives
23rd May
Thirteen casinos targeted in Cyprus money laundering probe
22nd May
IGT sole bidder in Rhode Island sports betting roll out
22nd May
Race for Andorra casino licence nears final furlong
22nd May
IGT reports 5% revenue growth in Q1 2018
21st May
Bet365 upping sticks to Malta post Brexit
11th May
MGM Resorts to buy back $2bn of its own shares
11th May
The Stars Group Q1 2018 revenues up 23%
10th May
Kambi Group creates Chief Product Officer role
10th May
Louisiana DFS bill moves a step closer
10th May
Hard Rock receives Atlantic City licence
9th May
Mohegan Sun takes sole ownership of Incheon casino project
8th May
Moldova to end monopoly system on gambling
8th May
William Hill enjoys strong online and US growth
4th May
Remote Gambling Association issues GDPR guidelines
4th May
Catena Media revenues up 57% in Q1 2018
3rd May
Scientific Games reshuffles its executive pack
3rd May
Scientific Games revenue up 12% in Q1 2018
2nd May
LeoVegas hit with £600,000 UKGC penalty package
1st May
Nektan makes double COO appointment
1st May
Cherry AB increases its stake in Almor
1st May
Macau revenue up 27.6% in April
1st May
Connecticut tribes demand exclusivity on sports betting
1st May
Nevada's billion dollar revenue streak continues
30th April
Wynn Boston Harbour to rebrand following regulatory scrutiny
26th April
Caesars continues its non-gaming expansion into Mexico
24th April
National Indian Gaming Association outlines its support for sports betting
24th April
AffiliateCon Sofia welcomes Google Performance Marketeer
24th April
Connecticut tribal casino row rumbles on
23rd April
Malta Gaming Authority appoints new CEO
23rd April
The Stars Group buys Sky Betting & Gaming for $4.7bn
20th April
UK football leagues stand with US sporting associations
19th April
Global Gaming CEO steps down
18th April
Cherry AB reports 104% revenue growth during FY2017
17th April
DraftKings heads down under with Australian expansion
17th April
Caesars signs agreement with Buena Vista Rancheria
17th April
Tri- State online poker network launches 1 May
17th April
SG Digital gets foot in the door in New Jersey
16th April
Caesars announce non-gaming themed Dubai expansion plans



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MUST READ
IN-DEPTH 3 August 2020
Digital Chain CSO Oleg Profatylo: The many layers of brand awareness

As brands compete with each other to stay on top, brand awareness becomes a key selection factor for gambling brands. The audience tends to choose something they know. But more importantly, they choose something they trust. Across many research papers made in past five years, the general reputation of the brand is among the 3-5 most important factors by which the audience chooses in favor of a particular gambling company. And the tendency became even more noticeable and significant during 2020: with the COVID-19 pandemic and accompanying global uncertainty, everyone feels the need to hang on to trustworthy things in different areas of their life – including gambling. 

So here’s an important part: brand awareness is crucial – and should be seen way deeper than the name suggests. Let’s delve into the components of this interesting and highly demanded thing.

BRAND IMAGE 

The basics of brand awareness – one has to stand out to be noticed. A desire to be seen amid all of the competition, which is very dense in the gambling market nowadays, made many companies opt for rebranding or at least a refreshing touch. 

It’s important to remember that an effective brand image is based upon understanding your audience and communicating your shared values into the world via means of creativity. There’s a vast amount of preparation work in that, gathering data and accumulating the authentic brand character. And it’s worth doing because, without a distinctive image, there is nothing to notice and learn – consequently, nothing upon which to build brand awareness. 

BRAND DEEDS 

People don’t take words on trust today. They want to see proof, action – something tangible and hence really convincing. How can a brand convey action? There are two parts to the answer: customer service and partnerships. 

The first tendency was highlighted during the pandemic. When people were forced to transfer all their entertainment online, it became apparent how important the stability and flexibility of the product was. Delivering the most exceptional experience possible became a steadfast competitive advantage, while even the slightest failure to do so resulted in angry comments from frustrated customers. Customer service also means diversifying the brand’s vertical portfolio as well as presenting a variety of entertainment options. It requires a lot of tech prowess and skill, commonly associated with more mainstream categories. But the truth is, gambling brands have to be technological innovators – in the fast-paced world we live in today, it is one of the most important factors in building solid brand awareness. 

Partnerships with external organisations or individuals, in turn, bring the ‘deeds’ aspect to a greater level. So it's no surprise that pretty much any successful gambling or betting brand is somebody’s sponsor or partner. It broadens its target audience and, at the same time, allows it to support its higher goal with the down-to-earth practical implication of resources. And it brings depth to brand awareness by giving the brand not only something to be known for but also something to be respected for – a whole new added value. 

BRAND COMMUNICATIONS 

Last but not least, brand awareness is impossible without quality communication. And yet again, there’s a shift in what it means. People consume information from many sources, but they trust quite a few. Influencers are hitting the stage. But working with them for growing brand awareness has many nuances. The most crucial among them all is the correspondence of values: the brand should be in tune with its influencers and ambassadors. Fakeness is easily seen and can undermine all the brand’s work in mere moments. 

To sum up, brand awareness holds ever-growing meaning for the success of the brand in gambling and related categories. Yet it is essential to take into consideration that brand awareness is not a one-dimensional concept, and it only becomes more profound and complex as time passes and people become pickier in their decision-making. To build firm brand awareness, brands need to set a clear and measurable goal and work towards it in all dimensions, regularly checking and attuning their progress to the ever-changing external influences. 

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