Marketing Challenges in the iGaming Industry 

January 21, 2023

Over the past decade, the growth of the iGaming industry has been phenomenal, in which the global iGaming market was valued at a total of $57.54 billion US Dollars by the end of 2021. What’s more, the industry has a compound annual growth rate (CAGR) of 11.7% between 2020 and 2030. 

One of the reasons for this huge level of growth is the rapid development of technology and the willingness of the industry to adopt such new technologies into their online offerings. With most global casinos now also offering an online casino experience, it’s rare to find a casino that is brick-and-mortar only. What’s more, online casino offerings have been transformed into something much more exciting and interactive than what consumers used to find in traditional casinos. 

Furthermore, a poker game online which is fast becoming one of the world’s most popular card games, has created many household names over the years. It has become a large topic for conversation and only shows the success these platforms can build for potential and upcoming players. 

However, another aspect that has made the iGaming industry so popular is its digital marketing strategies. With digital marketing now being a critical component of any successful business, iGaming organizations such as 888 Casinos are funneling a huge amount of budget and resources into their marketing strategy to promote the likes of their online poker game. 

Below, we will take a look at how iGaming organizations are creating marketing strategies that fuel the success of their iGaming site. 

The most successful marketing strategies of iGaming companies 

Marketing isn’t new to the gaming world, with some of the most influential strategies kicking off in the 80s. Back then, gaming giants Nintendo and Sega battled it out, with Nintendo’s Super Mario going head to head with Sega’s Sonic the Hedgehog. Sega quickly got ahead of the competition, launching a clever slogan titled ‘Sega does what Nintendon’t,’ including cultural icons like Michael Jackson and Joe Montana. 

Today, the iGaming world has ramped up its marketing strategies even more, with a larger emphasis on digital campaigns. One of the most successful iGaming companies to launch their digital marketing strategy has been 888 Casinos. 888 Poker has recently announced the launch of its master branding strategy, which aims to bring all three of its iGaming businesses, including 888 Poker, 888 Casinos, and 888 Sport, under one main brand. 

The strategy, which launched in March this year, involves a multi-channel campaign that will mainly target a UK audience, with adverts being shown across the Netflix streaming service, social media, and on-demand video channels. The aim of the 888′ master brand’ strategy is to combine the strength of each brand to fuel brand awareness of 888 Holdings as one company. 

Following the success of the campaign in the UK, 888 Holdings hope to expand the campaign to the likes of Germany, the Netherlands, and Canada as they anticipate the slowdown of traction for the campaign in more mature markets like the UK. 

Are 888 Holdings now one of the most recognized brands from poker in the UK?

During 2021, 888 Holdings added almost 1.5 million new customers and doubled its profits, claiming that the key to its success was its data-driven marketing strategy. The Gibraltar-based business saw profits reach as much as $849.7 million US Dollars over a 12-month period. 

Prior to this, 888 Holdings launched over 700 new online games in which they used Big Data to accompany the new product launches with highly targeted marketing campaigns that appealed to people who were now spending more time than ever at home, given the current climate. 

With one of the most successful online poker offerings, their targeted, multi-channel marketing strategy created more awareness among a global audience around their innovative digital poker offerings, encouraging players that would have never played poker in a brick-and-mortar casino venue to get involved in the game. 

Components of a successful online marketing strategy

There are a number of components involved in a successful digital marketing campaign for the iGaming industry. Let’s take a look at some of the most critical ones below.


A corporate online branding strategy must be consistent throughout an organization and have an authentic voice that speaks to its target audience. Aspects to consider as part of a corporate branding strategy include brand identity, logo, design, and go-to-market strategy.

Programmatic Advertising 

Digital marketing components for advertising are essential in this day and age, with manual advertising methods becoming too much to manage for the average company. Programmatic advertising provides greater control over what sites an advertisement is displayed on and who is seeing them, making it possible to deliver a highly targeted campaign that reaches the right target audience.  


Search Engine Optimisation or better known as SEO, is a critical component of any marketing strategy. SEO activity improves the level of organic traffic to a provider’s website, giving them more exposure and driving brand awareness in search engines such as Google. 

Social Media Marketing

While social media marketing used to be something of a new strategy, today, it is one of the most successful ways to get an iGaming brand out there in the world. 

Overall, the iGaming market has grown considerably in recent years, and while part of this success can be attributed to new gaming innovations, these innovations would not be successful without the powerful digital marketing campaigns that back them. These factors would certainly entice anyone looking to start a business in that particular industry. 


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