As the operator of an online casino platform, it can be easy to fall into the trap of thinking that you’ll be able to attract players easily. The truth is that today’s iGaming landscape is more competitive than ever, which means that developing and nurturing a casino brand identity is key to success.
What exactly do we mean by casino brand identity? In this guide, we explain what brand image is, discuss why it’s so important and list some strategies you can use to ensure players know and recognise your brand. Read on to learn more.
What is Brand Identity?
Brand identity, or brand image, is the way in which customers perceive a company or business. It doesn’t matter if you’re selling shoes or live dealer casino games, customers will have a perception of your brand, and this can have a significant impact on potential success.
Beyond just a business name and logo, brand identity encompasses a wide range of different things. These include the visual appearance of a website and products, tone of voice and social media presence.
When a customer thinks of your brand, what do they see visually and feel emotionally? Through the correct approach, you can hone your brand identity so that it elicits specific positive reactions in your customers.
Why is Casino Brand Identity So Important?
As we touched on earlier, today’s gambling market landscape is highly competitive. Digital technology has revolutionized the industry, bringing with it huge swathes of new platforms and players. According to research, the total number of online gamblers is expected to exceed 291 million by 2029.
With such incredible figures, it’s no surprise that the sector is booming. However, as an increasing number of operators attempt to target these player groups, how can you ensure that your online casino stands out from the crowd? The answer is by carefully crafting your casino brand identity.
Brand identity goes beyond mere recognition. It can impact everything from conversions to customer loyalty. The correct brand identity can also make your casino more credible and reputable in the eyes of players, an extremely advantageous attribute in iGaming.
If a player is given a choice between an online casino they recognize, know and trust and another casino they have never heard of and know nothing about, which are they likely to choose? Nine times out of ten, they’ll opt for what they know. This is why fostering a positive brand identity for your online casino is so crucial. Let’s look at how you can do so.
Branding at Every Opportunity
Your online casino’s logo is like its calling card. You want your logo to be immediately recognizable and showing it off at every opportunity should be a top priority.
Naturally, you’ll want to feature your logo extensively on your website. However, there are additional branding opportunities in games and products themselves that many operators overlook.
By utilizing customizable chromakey technology, you can brand your games with your casino’s logo and messaging. This can be a powerful approach that ensures your brand is never far from players’ minds.
With customizable chromakey, you can create high-definition static or motion backdrops for your games. These can be used to display your logo or information about specific offers and promos to help boost engagement with your brand.
Social Media
Social media has become an indispensable tool for modern businesses. Online casinos are no exception, you should make full use of social media to engage your existing players and target new customers.
Diversify the content you produce. Game previews, reviews and tutorials can all work well. Think about the value of your content; what are your players getting from it? Rather than using social media simply as an advertising platform, think of it as a means through which you can really connect with your players and build relationships.
However, it’s vital that you maintain a consistent tone of voice across your social media marketing. This will help further build your brand identity into something your players know and trust.
Another thing to keep in mind is that some social media platforms have rules surrounding gambling advertising and marketing. It’s essential that you make yourself aware of these rules before posting anything.
Final Thoughts
Of course, brand identity isn’t the be-all and end-all when it comes to success as an online casino operator. However, it plays an incredibly important role and can be the defining factor that sets your online casino apart from the competition.
