“ GDPR and other data protection legislation means you can ’ t distribute any customer data , such as the sum spent on slots , without authorisation and / or appropriate anonymisation ”
EMILY GARNER is senior content and digital PR lead at Blueclaw Media , with a specialism in igaming SEO . With nearly four years ’ content marketing experience , Emily specialises in content generation , research and press release creation .
• Consumer protection laws Consumer protection bodies are organisations dedicated to keeping customers safe and happy when using a service , such as an ombudsman , while consumer protection laws exist to prevent unethical business practices like false advertising or faulty services . Igaming operators must follow laws around consumer rights when offering a transactional service , or else run the risk of being deemed unsafe or unfair by consumers . This is particularly important when it comes to marketing , as you need to ensure that you ’ re accurately depicting your services when outreaching a related campaign .
The best igaming content campaigns are those that are topical , relevant and engaging , but , more importantly , risk-free . There ’ s nothing worse than investing in a campaign concept that looks great on paper , yet causes legal issues in outreach . Therefore , it ’ s worth putting the groundwork in as a marketer to ensure you ’ re completely clued up on the regulations you need to follow , the topics to avoid , and how you ’ ll manage any negative repercussions .
UNDERSTAND THE SIGN-OFF PROCESS
For many PR campaigns , a quick sign-off process is crucial to success , as it allows you to react to timely news events in order to secure press coverage and links . That ’ s why it ’ s important to understand the restrictions your brand faces before mapping out any activity , as this will allow for a much smoother execution process .
For example , igaming brands need to be careful not to discuss or promote storylines that can be related to a younger audience – either in theme , target audience or vague references . Others wish to avoid mention of alcohol , drugs or other taboo topics .
By knowing the restrictions you may face upfront , you can pre-plan and prepare your digital PR strategy accordingly .
USE INSIGHTS TO GET CREATIVE
However , it ’ s not all negative . No matter how many compliance issues and restrictions you face as a brand , there are always ways to be creative and devise engaging content for your target demographic . The secret to this is having the best understanding possible around the types of media you ’ re targeting and the type of content they ’ re most likely to consume .
This can be achieved in a number of ways , including conducting market research , studying your Google Analytics data or even investigating from which third-party channels your customers are accessing your website . Another great way of understanding what types of content your target audience likes to interact with is by looking into Facebook Audience Insights ( FAI ).
This will give you a feel for the publications , format of content and the topics you need to be thinking about when creating campaign concepts . Whether that ’ s sport , celebrity gossip , pop culture or gaming news , this will help you to generate ideas that aren ’ t too focused on the igaming industry , but are still relevant to your target audience .
Q1 2022 • ISSUE 89 • 37