Sample for the tone/style we can write in:Journalism.
- 700w
- formal
- third-person
- US English
- no-KW
LAS VEGAS, NEVADA – (June 20, 2024) – The Global Gaming Expo (G2E) Vegas 2024 is the premier event for the international iGaming industry. The annual gathering is the epicenter of innovation and networking. Though the exhibitor list is populated by products and services such as business intelligence, casino software, finance, money handling, data security, game development, and security products, a major segment is marketing with several well-known brands.
Casino marketing solutions are divided mainly into player development, data and analytics, and promotional product development. This forms the backbone of the iGaming industry. Throughout the history of the G2E, we’ve seen some big names change the game, and smaller names transitioning into big players within the industry.
The G2E 2024 is scheduled for October 7-10 at The Venetian Las Vegas. So far, we have confirmation of three casino marketing brands:
- Placer.ai (Stand 1828) is a location analytics platform that ties physical locations to people and businesses.
- Adfuel Inc (Stand 5845) is a combined marketing suite ideal for iGaming brands looking to advertise on multiple platforms and run campaigns on different media ranging from social media ads to display, video, and programmatic advertising.
- Global Promotional Sourcing or GPS (Stand 3411) is a major product supplier in the industry with some of the biggest gambling networks as their clients. They mainly offer consulting services geared toward marketing.
By the numbers, G2E is commendable for bringing together 25,000+ industry professionals with 350+ exhibitors from 115+ countries.
The growth of casino marketing has been unprecedented in the last decade. Taking online casinos, lottery, and sports betting together, the space has seen a revenue growth from $32.47 billion in 2017 to $89.40 billion in 2023. Just this year, the industry has crossed the $100 billion threshold and the projected revenue for 2029 is $136.28 billion.
This healthy growth has been led by the constant innovation in the space and the rising competition across major markets, but the key driving force has been the relaxation of anti-gambling laws from all over the world. Behind all this, casino marketing has played a pivotal role in ways including increasing the awareness for newer iGaming solutions and diminishing the disadvantages typically associated with online gambling in general.
Gambling activity and the revenues tied to it are steadily increasing in all major markets. For example, the latest Q4 operator data released by the UKGC shows that online slots witnessed a growth of 11% in revenue and the number of spins by 12% in the UK. Official Australian gambling statistics for the 2020-21 time period show a 13.2% increase in total gambling expenditure. In the US, the Federal Reserve Bank of St. Louis found in its research that the total revenue for amusement, gambling, and recreation industries (seasonally adjusted) has been considerably higher than the Q1 2020 to Q1 2021 dip and spike.
To support this growth in the industry, we have seen novel marketing solutions crop up over the last few years. Though there is no single pattern to be identified here, a major service that has come out as a lifesaver for many iGaming businesses is that of marketing consultancy. A lot of casino brands have changed their communication or altered their advertising, particularly regarding the promotions, in subtle ways to better adapt to a volatile legal climate.
The importance of casino marketing, therefore, appears to grow steadily with the growth in the revenues from online gambling activities all over the world.
Time and again, the G2E Vegas has been a testament to the ever-evolving nature of casino marketing. Exhibitors talked about modern solutions to current problems and challenges faced by iGaming businesses in the last annual convention. A major focus was on using innovative tools and techniques to better understand the players, personalize their experiences, and deliver targeted promotions.
This is in contrast with the earlier methodology of having go-to, templated promotions. The cookie-cutter approach is all but gone now from major online casinos and casino marketing and consultancy solutions have played a pivotal role in accomplishing this.
Going forward, and especially in the October convention, industry specialists expect to see the focus remain on player personalization but with newer and more capable tools. The rise of data analytics has already revolutionized player development. This will further allow casinos to identify high-value players and tailor offers to individual preferences.
