INSIGHT
them than from their own social media
channels. Unfortunately, limited budgets
aren’t the answer here, but rather a
well-executed PR stunt that gets people
talking. If we’re going to borrow the
space of our customers’ social media
profiles, we need to give them something
they want to talk about, something that
makes them look smart, entertaining or
good in some other way.
Twitter is by far the dominant channel
when it comes to social mentions – are
there any emerging channels operators
should be looking at?
Instagram has slowly gained traction over
the past year as a channel for players,
affiliates and operators. From a player
perspective, it’s mostly shared bet-slips that
are being hashtagged with an operator’s
brand, and affiliates are perusing the
same strategy as they have on Twitter i.e.
automation and volume. If you ask me if
brands should be on Meerkat or Periscope,
the answer is that although each of these
new platforms brings new opportunities
in how you can communicate and engage,
they need to be backed up by a profound
strategy outlining what the operator really
wants to achieve.
Looking more widely at the space, what
share of total mentions are generated
by sportsbooks compared to the other
product groups such as casino, poker,
bingo etc, and which brands lead the way
in these verticals?
No other product vertical can really
challenge Paddy Power’s sportsbook in
terms of mention volume. PokerStars
would be the nearest contender outside the
sportsbook segment, with around 60,000
mentions per month in English language
and across all online channels.
Another product vertical that is growing
exponentially in terms of online buzz is
fantasy sports. We see brands like FanDuel
and DraftKings racking up in the region of
30,000 mentions per month, coming from
virtually nowhere just a year ago.
But mention volume isn’t necessarily the
metric to always look at, as it runs the risk
of becoming a mere vanity metric, such as
the total number of website visitors. In the
casino vertical, for example, a big chunk of
mentions are from Twitter and affiliates,
but the real insight are to be found in
customer forums, where speed of deposits,
bonuses, and other experiences are being
discussed amongst players.
With over a decade in
the iGaming space and
his background as Head
of Social at Betclic Everest
Group, JOAKIM NILSSON
heads up the iGB Social Monitor
solution, the industry’s first tailored and
fully managed social media monitoring
and analytics solution for iGaming.
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