An interesting discussion with three experts from three different fields on online marketing trends for gaming and iGaming, and how affiliates help in the success, took place at SiGMA Asia last week.
This panel discussion was held during the second day of the SiGMA Asia Summit in Manila, which was titled ‘Decoding Online Marketing Trends in Asia’. This was moderated by Mikhail Jon Penalosa, Marketing Director of Saakuru Labs. The participating panellists included Gerry Go, Founder & CEO at MagniViral 360 Performance Branding, Karl von Brockdorff, Head of Brand at Wicked Games and Richard Mifsud, CEO at Xprizo.
The discussion was engaging, as all three were not only experts in their chosen field, but represented three different yet interconnected fields of game creators, finance services and branding consultants.
Topics ranged from the influence of social media and the roles of influencers in the gaming/gambling industry, market-specific strategies and localisation for each region, to partnering with local affiliates to better understand and serve their target players/clients. There were also informative insights, with von Brockoff emphasising the importance of creating meaningful products that would resonate with their audience by better understanding them, which both Go and Mifsud agreed. All panellists also agreed that partnering with a trusted affiliate with good traffic and followers will be beneficial, especially an affiliate whose values align with one’s own brand core values.
As mentioned during the discussion, the formula for successful online marketing, especially games or iGaming products, is a combination of excellent products that would fulfil their players’/customers’ needs and expectations and excellent affiliates who would effectively and positively promote the products to the right players/customers, while providing feedback that would help with future improvement.
In conclusion, Penalosa added that people need to ask what benefits and relevance they bring to their target audience or customers with their products or services. It is only by understanding the target audience’s needs through effective channels and fulfilling them, that success would be possible.
