When starting a restaurant business overseas, you absolutely should not rely only on your personal habits, taste, and assumptions without studying the local traditions and culture.
It is extremely important to rely on reliable market data. For example, to collect statistics on popular and, on the contrary, low-demand restaurant formats, menu variants and ingredients, to study why exactly these formats and menus are in demand (for example, it is a cultural feature or a seasonal trend), how saturated this market is, who your competitors are. When opening any business, you need to be clear about who your target audience is and why they might be interested in your product. They say that there is no arguing about tastes, but in your case, the tastes of visitors determine the success of the project. Many aspiring restaurateurs don’t pay much attention to differences in traditions, culture and habits, but often the lack of appreciation of these points leads to the closure of the establishment. Try to communicate as much as possible with the locals, your audience, ask for their advice and opinions, not only listen to what they have to say, but also monitor their reactions.
Constructive feedback from your customers is the best driver of your business.
In the U.S., 58% of the population eats out, with Asian, Italian, Hispanic and American fast food considered the most popular here. For those new to the industry, it’s safer to start with location-specific classics rather than experimenting with exotic destinations. Unusual menus can be successful in tourist locations where there is a large flow of casual visitors. In non-tourist locations, unusual or trendy ingredients and seasonal dishes are better offered as a special additional menu, while the main menu is based on dishes that are clear and common to your audience. Also, when introducing new dishes to the menu, it is better to offer them first as a “dish of the day” and only later, after studying the popularity of this dish among guests, add it to the main menu. When drawing up the menu it would be nice to know your chef or at least to have a sous chef. They will help to competently optimize the menu, so that the number and variation of products was not too large and the cost of purchasing, storage and disposal of expired products was minimal. The chef will also help you to intelligently create a list of equipment, calculate the food cost, select the right suppliers, and schedule deliveries.
What your competitors teach you
If the location is chosen and the concept is clear, then make sure to make a list of institutions operating in approximately the same format, similar menu and type of location. After that it would be nice not only to see what the interior looks like in the competitors, but also to sit and watch how the institution works, try the food on taste. As you study your competitors, you’ll notice that some establishments aren’t just successful because of their delicious food and popular format. It can have very welcoming staff, special compliments from the chef to the order, a cozy and accommodating interior, a convenient location, fun events, and a well-designed loyalty program. To research these nuances, you can read visitor reviews on independent sites like Yelp, Google, OpenTable, Foursquare, TripAdvisor.
Rights, Permits, and Requirements
In the U.S., there are several federal, state, and local permits and licenses required to open a food service establishment, as well as permission from the county (county). It is wise to find out the terms and conditions of each location. It is extremely important to check with local experts in all matters concerning contracts, regulations, and filing processes. A good credit history is also important for doing business. If you do not already have one, you can, for example, find a guarantor or co-founder-partner with a positive credit history. When writing your business plan, be sure to include the cost of business and employee insurance. Doing business without insurance is extremely risky.
The success of the institution is highly dependent on the experience and talents of the staff, primarily the key employees: the restaurant manager, chef, barista, bartender. The staff is recruited and the team is formed after finding the key specialists. For a complete understanding of all processes and competent solutions to problems that arise it is important to thoroughly understand the local labor law, relations with trade unions, internal traditions in team leadership in your segment of the business.
When choosing premises, be sure to find out what documents, licenses and permits it already has, whether the drawings on the documents correspond to the actual layout and placement of utilities, whether the existing networks meet the load of your future institution or will need to increase / redo, what conditions for the preparation of the premises for your new brand offers landlord (owner of the premises). In addition to general rules in the U.S., there are special rules protecting the rights of disabled people (ADAcode), so the design of the premises and the surrounding area must also strictly comply with them. There are many details, and it is important to find a competent designer and architect, engineers and builders to take them all into account. Everyone involved in the project must have local licenses, permits and the right contacts. In the U.S. we rely on the International Building Code for design and then on state and county codes. The requirements from state to state and even from city to city may be different.
Good design increases sales
A cohesive design is the glue that makes your concept, menu, market positioning and other important components into a cohesive, beautiful story.
The main task of commercial design is to package your concept correctly and deliciously to increase attendance and boost sales.
Requirements, traditions, nuances and design vary greatly depending on the industry the project is for. Residential designers focus on the needs of the individual or family and focus on aesthetics and convenience in an individualized way. Commercial interior designers make projects for the target audience and business concept. Therefore, experienced restaurateurs always hire professional restaurant interior designers and graphic designers.
To conduct commercial projects designers study market research, history, traditions and culture of the inhabitants of the place, pay attention to the features of visual identity, symbolism of shapes, colors and numbers. Designers work closely with the chef, engineers, and owner of the establishment to competently zoning rooms, develop plans for the arrangement of kitchen equipment, arrange seating in the hall, and properly display the brand idea. With a competent layout, every inch of the room is occupied by something, working and profitable. Interior design serves as the main background of your business concept, creates the right atmosphere and comfort, and brand media – paper cups, branded bags and boxes, menu booklets, flyers, souvenirs, branded vehicles, trays with meals in local supermarkets, help to advertise your business outside the establishment.
It’s ideal when everything from the brand logo to the room decor is handled by a single firm that specializes in projects for that market segment. In that case, the concept is seamless, and the basic idea is evident in all design elements.
“Without publicity, there is no prosperity.”
Another American saying is a rule of thumb for doing business. You can start without advertising, but to stay in the market, relying only on word of mouth is unlikely. With a large enough budget you can hire a PR-agency, with a small – a freelancer with experience conducting blogs and social networks in the catering industry. If there is not enough money, then you can do the promotion yourself. Social networks and special applications are the best channels for informing your target audience. Service aggregators such as Yelp, Google, OpenTable, Foursquare, TripAdvisor, and local food delivery services are also helpful. If you have a sufficient budget, you can buy ads on Google AdWords and order promos on popular stations and TV channels.
If you consider non-digital options, it is quite effective to print a mini-menu with a food delivery option and event flyers and walk/send a courier to all nearby offices, hotels, salons, and other businesses whose employees and guests are your potential customers. Properly designed discount systems, loyalty programs, special promotions and contests help your visitors remember you. Different price segments have their own rules for advertising and promotion; what works for cafes doesn’t always work for Michelin list restaurants.
When advertising your business, you shouldn’t openly criticize your competitors. It’s more fruitful, having studied their disadvantages, to offer better quality products.
Ready, set, go!
You have collected and studied all the necessary information on the market and your location, clearly defined the concept of business, choose the format of the menu. Now it is important to draw up a step by step business plan and schedule the project work, which should take into account all the nuances. Business is always a risk, and there are no insignificant little things here.Opening a new restaurant, cafe, bar abroad may seem like a daunting task. However, as the restaurant industry continues to grow and food service trends continue to diversify, there is always room for another good cafe or restaurant. Detailed planning, working with industry professionals, and implementing the plans you have in mind, and your business will thrive.
For comparison, here are some great restaurants with a creative approach
- Maryland’s Paper Moon;
- Alaska, “Snow City.”
- Arizona, “Social Camp.”
- Colorado, “Airplane Restaurant.”
- Connecticut, The Place;
- Hawaii, Pagoda Restaurant;
- Indiana’s Secret Cafe;
- Iowa “Zombie Burger.”
- Montana “Slack Dive.”
- New Jersey Cafe Archetype;
- Alabama Cafe Main Street;
- Idaho Bacon.
How does marketing launch successful online casinos?
The ultimate success of online business directly depends on advertising, because a well-designed advertising campaign allows future customers to learn about your company, services and products. And modern technology has turned advertising into a complex set of activities and point solutions, which are especially active in a highly competitive environment. The gambling and gaming industry has been no exception in making marketing strategies more technological.
Ground-based gambling establishments in Canada
Land-based casinos and slot halls have been around for a long time, longer than online casinos, and they have their own characteristics in attracting new customers. The fact is that in many countries they are very much connected with the tourist industry, so land-based casinos resort to various creative ideas aimed at attracting tourists to try their luck.
For example, let’s take a land-based casino in Las Vegas. On the main street there is a part of the Berlin Wall weighing three tons.
- The Venetian Hotel attracts the attention of visitors with moving sculptures;
- And the Golden Nugget Casino has its own attraction – gold chicken nuggets weighing up to 27 kg.
In addition, gambling halls in the capital with gambling entertainment often offer customers other entertainment, such as:
- Circus;
- Concerts;
- Talent shows;
- Boxing matches.
Caesars Palace and Circus Circus are especially famous for such performances. It is hard to call such institutions only casinos, as they have turned into real hotel and entertainment complexes, gambling among their services.
For example, the hotel-casino Caesars Windsor in Canada, back in 1980 conducted a survey of customers, which resulted in the introduction of the program “Guest of Honor. It gave players the opportunity to accumulate points for the time spent in the hotel, with subsequent exchange for a free dinner, car rental and other customer services. You know what the most important thing is? It paid off in just one year, the number of members went from 350,000 to 1,000,000 and the total number of visitors to Caesars Windsor hotels doubled.
Some casinos give regular visitors special loyalty program customer cards, which are valid on the territory of the Republic. The customer cards record their activity in the casino and then offer a certain bonus based on this – an invitation to a banquet, a free room or something similar, to entertain the potential customer 100%.
If we take specific informative advertising, the most common casino advertising can be found on tourist sites or in the lists of places in a particular country when choosing a trip. Often, “Live” casino advertising is land-based and presented in the form of banners, billboards and other graphic elements with bright colors to maximize attention, since most casinos depend on tourists, not locals.
Business profile of a potential client
According to Las Vegas Customer Portrait Market Segmentation Management, which was published online and prepared for the Las Vegas conference, there are four main characters in the casino industry:
- Conference attendees;
- Package buyers;
- Regular tourists;
- Casino guests.
We’ve broken down the types of visitors in the casino industry in more detail.
To understand how targeted marketing works, we recommend you see the rating of Canadian Online Casinos on our portal. You will be able to see the top 10 best online casinos and their marketing strategy, for further analysis and integration into your project.
Gambler
Players regularly look for information related to online casinos. They want to know what table games you have, what new slot machines are available in the gaming room, how many poker games are available and what new bonuses are offered by online establishments.
To get them interested, you need to let them know what kind of experience they will have by clicking on the link to your online casino. Sign up online for your casino’s gameday club or other loyalty program. For example, online conversions for that individual. Unlike a newcomer who has to learn their first set of rules and steps, a player is confident in their decisions and knows what they are looking for.
Looking for fun
Concerts, events, restaurants, nightclubs, Internet gambling and other forms of entertainment attract new users. You want to attract them to online casinos, entice them with fantastic entertainment content and track conversions with deposits, clicks and other types of conversions.
The Vacationer
Vacationers want to have a good time in places like Las Vegas or Atlantic City, and they want a good mix of entertainment, such as
- Games, preferably gambling;
- Unbridled fun;
- Delicious food and lots of food;
- Beautiful sights;
- And most importantly, the spectacle.
This group can be measured by hotel reservations, trip sales, and other such metrics.
Business owner
Are your showrooms and conference rooms the curiosity of company and corporate executives? Let’s put it this way – they want to host business events for their clients in a place that combines great business event planning, a lively nightlife and a wide range of additional entertainment to surprise their guests.
You can use pricing requests and conference room reservations to track conversions for this business group.
What is casino marketing?
Casinos attract the most loyal customers who will come back again and again. To get these customers in the door, marketing to them involves appealing to their emotions and closing needs.
For example, positive reviews can be a powerful motivator for valuable customers to visit your online casino. When some gambler wins big, any online casino or land-based casino is happy to report it to the world. The reason is that it allows customers to put themselves in the other person’s shoes and evoke the most important emotion, Greed and Envy, and that person’s thoughts will be “I want to and can win too” – this is the most effective motivator to keep playing.
Once they show up, there are some important local methods you can use to keep them going. People who spend a lot of time at online casinos want more than just playing games. After a few hours of playing, visitors want to eat or drink at the bar with friends after a big win or loss. Gambling industry marketers know that non-gaming entertainment keeps players in the room.
All of the methods described are common marketing strategies of any casino and online casino. How exactly do casinos serve their wealthiest customers? Let’s take a look at some of the crazy marketing ideas that have been implemented.
Top marketing ideas for a successful online casino with a restaurant
There are a number of marketing ideas that online casinos can use to reach their target audience in Canada. One of the best ways to market an online casino is to use social media. Twitter, Facebook, and Instagram are all great platforms for promoting special offers, new games, and other newsworthy items. Another effective marketing tactic is to partner with other businesses in the industry. For example, online casinos can partner with online sportsbooks or poker rooms to cross-promote their services. Finally, it’s also important to make use of search engine marketing (SEM) techniques to ensure that potential customers can easily find your casino when they search for keywords related to your business. By using a combination of these marketing tactics, you can reach a larger audience and attract more customers to your casino.
Clearly define the number of people who can bet
It is very important that online casino marketing is transparent. This means that users should definitely be aware of the minimum amount they can use to place a bet. Some games cost 5 cents/pence, while others may cost 10 or 20 cents/pence. Oddly enough, this is a fundamentally important question for players because they want a casino where they won’t be forced to bet a huge amount of money on a game they don’t even fully understand. Be honest with your customers and they will thank you, which will affect the number of their clicks on your gaming offerings.
Encourage the use of a system of bonuses and free games
Casinos offer different promotions for one reason – to attract people to play their online games. This is a very effective way, but what kind of promotions bring the casino the most traffic? Bonuses of any kind are always a good move, such as doubling the amount of a player’s deposit or getting 50 euros for free. Free games are also some of the best marketing ideas.
Certainly everyone would agree that when, for example, we go to the supermarket, we would like to know what the food tastes like before we buy it. The same stance should be taken by some online casinos, the so-called “try before you pay” motto. Demo versions of games will encourage players to keep playing on the site of the chosen online gambling establishment.
Let players know how much they can win
All players prefer big winnings. If there is any record amount you can win at your online casino – don’t hesitate to tell users about it. Some games have a better chance of winning a large amount than others, perhaps because of the number of reels in the slot or the skills of players in the live blackjack game, for example. Many casinos announce recently won jackpots in them, so we recommend that you follow their example. Don’t be afraid to direct players to where they can win big money.
Online casino affiliate marketing is all about using your advertisers to strengthen the relationship between you and your users, as they will recognize you as an authority in online casino marketing and will keep coming back to your site for more offers.
Promote what you think are the most exciting games
There is no point in promoting online games that you yourself find uninteresting or incomprehensible. It’s like in the movie “Difficult to Translate” when Bill Murray is asked to star in a commercial for Japanese whiskey. He does his best to do the commercial successfully, but something still goes wrong, and the fanatical director stops him, making him read the text a little differently each time. All because he, the actor, doesn’t personally care about the drink.
Bill Murray is a great actor, but you certainly don’t want to find yourself in a similar situation while doing your affiliate marketing. You have to choose online casino games that pique your interest and excitement, otherwise what’s the point of promoting them on your site? The idea of casino marketing works only when you yourself are interested in success.
You need to play online casinos yourself to understand this field
This point complements the previous one. You yourself must be “in the middle of the action” to be able to appreciate the products you are promoting. They say that the best promoters are those who like the product being promoted themselves. So you need to gain some amount of knowledge about the casino industry by playing online games. There really is a great deal of common sense in this. An establishment owner who doesn’t understand what he is promoting will be very easy to identify. Someone who can tell users the gameplay step by step is more likely to gain their trust and, therefore, get more traffic.
Be careful when using keywords
You are, of course, free to use SEO keywords to attract more people to your site – in fact, that’s exactly what we recommend you do. By making sure that you are on the first line when typing your brand in the Google search bar, you can say that you have taken a successful step toward promoting your site. Nevertheless, you should not forget about caution. The system Google is getting smarter, and can work with the situation where a website is trying to fool it with an abundance of SEO keywords. Use them selectively, and over time you will see the benefits of such tactics.
Create a good home page
Your home page is where users go first and the first thing they see when they come to your site. If you decide to use online casino marketing and join an affiliate program, why not mention it on such a page? Advertising can be really good when it’s done tastefully, and a good-looking home page will not only help make people want to come back to the site, but it can also make them click on your ads if you put them there. Remember, a picture can replace a thousand words and get you a thousand clicks.
Get an exclusive sign-up bonus
If you have a deal with an advertiser that can give you an edge over your competitors, do it. An exclusive deal is just fine, almost as good as a deal between you and a few other online casino owners. There are a lot of them in the online affiliate world. With an extensive list of contacts, you’ll be able to sign contracts with some of the best online casinos in the world.
Don’t neglect the meta tags
Sometimes the simplest casino marketing ideas are the best. When publishing articles, whatever you do, don’t forget to use meta tags to mention not only the topic of the text, but also the advertiser featured in it. These are the tags that search engines look for, and they are what will help you rise or fall (if you neglect to do so) in the list of results achieved. Make the meta tags brief, but don’t forget to mention all the key points in them.
Promote only casinos you like
We said the same thing above about games, but it’s just as important to follow this rule regarding casinos. Choose the ones that make you feel the most fun. If you really like the way a particular casino offers a custom gaming experience, promote it. If you know a casino by the reviews of affiliates you trust, you’ve heard that they have a great customer support system, and promote such gambling establishments. It’s not about following your sixth sense, it’s about knowing exactly what’s best and then applying all the above marketing ideas.
Make sure your site fits in with the theme of the sites you’re advertising
If your site is about online casinos, why would you want to advertise anything else? Make sure you have some common theme before you advertise on your source. Monocle magazine is doing very well in this regard. If it advertises a product, all the stories in its articles and photos will center around it, creating a sense of an integrated experience. Do the same on your site and keep the focus on those affiliate programs whose promotion you’ve been so successful at.
Explain to customers why they should really play casino games
Let’s look back a little bit. Have your users played online casino games before? If not, why not? Encourage and inspire them, make them think about clicking on one of your links and becoming a winner at your casino. It’s not just a sales problem here, make sure your users are informed about casino strategy and how to find ways to win. This will engender in them the confidence that they will be able to get a certain profit from the process of the game.
Keep up to date with the latest game releases
You should be constantly updating your knowledge of the best games released by all the online casino game developers. Industry giants like Playtech and Betsoft regularly produce online games with good animations and excellent graphics, and you can get new marketing ideas from each of them by looking at the themes of the new releases. Of course, there are also many other popular developers whose products are also considered top-notch. Promote their new games to your online casino once they are released, and you definitely won’t miss out.
Ideal marketing strategy for casinos
When it comes to marketing a casino, there are a few different strategies that can be used in order to attract the most customers. One of the best marketing strategies for a casino is to offer promotions and discounts. Customers are always looking for a deal, so offering them discounts on gambling or hotel stays can be a great way to get them in the door.
Another effective marketing strategy is to target specific demographics. For example, many online casinos focus their marketing efforts on Canada, as it is a major gambling market. By targeting specific demographics, casinos can better tailor their marketing campaigns to reach the people who are most likely to gamble. Finally, another top marketing strategy for casinos is simply to provide a great experience. If customers have a good time at a casino, they are more likely to come back and recommend it to others. By providing an enjoyable experience, casinos can build up a loyal customer base that will keep coming back for more.
Never before has digital marketing played a more important role and grown more rapidly than now. Because of rapid advances in technology, changing consumer needs, and intense competition in the industry, several important digital marketing strategies have emerged that you can use to promote your company.
Who uses these strategies?
There are many casinos that use this type of marketing. Casinos that offer a wide variety of games should tailor their strategies to the games that interest their customers.
For example, if a casino offers slots like 32Red, it would aim to promote this type of game to its customers. If you’re looking for a casino that offers this type of game, take a closer look at them! Let’s take a look at what type of marketing strategy is used in the gaming industry.
Influencer marketing
This type of marketing involves promoting a product through famous people in a certain industry who have a large number of subscribers who like to interact with their publications.
Streamers, youtubers, video game reviewers, and other important people in the video gaming industry have a great influence on their audience’s perception of the game, resulting in higher conversion rates.
Live game play is the most popular type of content to attract and retain users. The best way to choose the right gaming influencers is to consider the demographics, interests and views of your target audience.
SEO Strategy
Game films should ensure that their offerings are well known, as the number of games released is growing. Websites can be optimized for mobile devices using internal optimization, which includes using keywords, targeting the user and engaging original content.
Since most users don’t go below the first five search results, getting your site to the top is very important. You can get more traffic and more “quality” visitors to your site by using the best SEO techniques and building backlinks.
Promoting with Social Media
Using social media to promote your game requires constant updates, including daily posting, sharing and commenting, as well as tagging on pictures, which can also help bring more people to your company page.
Using high-quality promotional videos in advertising campaigns can help social media marketers reach their target audience. Streaming services and social media have the option of live streaming on Instagram or Facebook. This is another example of excellent advertising.
App Store optimization
More than half of the revenue in gaming comes from mobile devices. Gamers are drawn to smartphones by their ease of use, mobile games and cheap prices.
App Store optimization can help your game appear among the search results for the criteria your target audience uses when reviewing products.
The number of app downloads increases when titles and descriptions contain the perfect combination of characters and keywords.
Because of the increasing level of competition, App Store rankings and keywords really matter.
Video Marketing
Videos are also important to the gaming industry. When it comes to video content, we should think of everyone’s preferred YouTube.
Parallel to the growth of the video gaming industry, the field of video marketing has evolved. Players can see a variety of videos to learn new skills, learn about gaming innovations, and expand their knowledge of their hobbies.
Online casinos and bookmakers
While land-based casinos may remain conservative, online casinos actively use the latest technology. The already traditional marketing tools of online casinos include the following:
- Social media marketing – allows you to find and attract new customers;
- SEO-optimization – brings online casinos to the top of search queries;
- Mailings by e-mail – also help to attract new players and inform the permanent ones about certain updates;
- CRM systems – are a tool to effectively manage all online casino processes and customer interactions;
- Affiliates – play the role of intermediaries and attract new players through their own web resources;
- Loyalty programs and bonuses – maintain interest in signing up or continuing to play;
- Advertising in media – gives access to the audience, which is little interested in gambling.
All these tools are actively used by both online casinos and online bookmakers.
Technological progress annually helps to expand the advertising tools. For example, it is worth highlighting such technology as virtual reality (VR). It was developed primarily for computer games, but has become quite an interesting tool for gambling.
VR allows the player to visit a land-based casino without leaving home. Also, when using a VR helmet, the player can communicate with other users, which gives the technology a social component.
However, virtual reality has a significant disadvantage – the high price of the equipment, which can be a serious obstacle for those who want to play virtual poker or blackjack.
Another factor that could increase the attractiveness of an online casino or bookmaker is artificial intelligence and machine learning. The implementation of such a solution will make it possible to analyze the preferences of players and provide those offers that are to their liking. Also, this technology can be used to communicate with customers.
Some casinos already have automated chat rooms where a trained bot can provide answers to common questions. The use of artificial intelligence allows the implementation of new security protocols and the detection of cheating players and fraud, and this becomes a good promotional move, as users are always worried about the safety of the game, their funds and personal data.
A similar innovation will also be useful for monitoring addicted players: the system can analyze their behavior and detect signs of gambling addiction. Thus, the owner of an online casino or betting company avoids unnecessary reputational losses.
Blockchain is also actively used in the casino industry. But it is worth distinguishing between online casinos with blockchain technology and casinos with cryptocurrency payment options. The former work with a cryptoplatform on an open, decentralized system. This ensures complete anonymity and speed of all transactions, which are stored in a transparent smart contract. At the same time, neither the operator nor the player is able to manipulate the data of such transactions in any way. In addition, an independent audit of these casinos will be as transparent as possible, because it is noticeable that the combinations of slots are generated directly by the smart contracts of the casino.
Mobile applications are a trend that is mostly used by bookmakers. Many online casinos offer play on a smartphone, but it is browser-based and not a separate app. But due to the coronavirus pandemic, improvements in this technology should accelerate, as customers are interested in playing from their mobile device without having to visit a land-based establishment or log in to the casino from their computer.
Marketing experts believe that the proliferation of mobile applications will spawn a community of players specifically on smartphones.
Another innovation that is gaining popularity in gambling is casinos based on the Telegram messenger. Developers can use the API and source code of Telegram to create free programs that resemble the messenger itself. Certain casinos have even introduced gaming bots for the Telegram audience.
There is one reason for such popularity: in the messenger all users’ actions from start to finish are encrypted to exclude their transmission to third parties. That is why Telegram has become a platform for players, traders and blockchain experts. A large community, ease of app creation, and simple authentication are what make such casinos comfortable for users. In addition, these apps can be hybrid platforms where the user is encouraged to play, read news, and send messages at the same time.
Also, some companies have started to pay more attention to players’ skills and introduce games where the skill factor rather than randomness dominates. This is reinforced by the notion that future generations of gamers will be much more adaptable to technology and more accustomed to the new immersive gameplay experience. And it is these kinds of hybrid professional games that may attract new users to gambling in the future.
Risks and challenges of gambling marketing
The problem is that gambling marketing is largely limited by territory – the physical boundaries and legislative features of countries. And if in one jurisdiction a bookmaker can broadcast his advertising during sports events, in another it may cost a license.
Each country, where gambling business is legalized, has its own peculiarities and requirements to operators, including those concerning marketing. For example, in the United States the legislation and requirements for the operation of gambling operators differ from state to state.
Every year, the number of jurisdictions where gambling is legal is increasing, which increases the burden on the marketing departments of operators and encourages them to find new ways to fight the competition. On the other hand, violations of the law to promote gambling threaten sanctions from the state regulator.
The pandemic has led to many changes in the work of gambling operators – both land-based and online. And if land-based gambling establishments simply closed, the online casinos began to make big profits. Because of this, they attracted the attention of regulators in different countries, particularly in terms of advertising, and received significant restrictions. For example, the Lithuanian government took a rather radical approach to the issue, banning licensed online operators during the quarantine period.
Accordingly, it is to be expected that even after the pandemic is over, the marketing of online casinos and bookmakers will be more closely supervised. The European Gambling and Betting Association (EGBA) has already published a code on responsible gambling advertising that will be in force in the European Union. But representatives of operators even before the pandemic complained that significant government control and a growing number of licenses prevented rapid innovation.