Let me start by assigning you a quick activity. Think about a non-iGaming brand you love: one that you would say you are loyal to. Now, list three reasons why this is the case.
I, for one, am a huge fan of Dove. When in the soap aisle, I can guarantee that I will reach for Dove, without exception. Why?
1. Their products suit my needs.
2. Their pricing is very affordable.
3. Their real beauty campaigns portrays values that I believe are extremely important.
You will notice that the first two items are fairly standard: product and pricing. You most likely chose at least one of the two in your list as well. However, these are the two aspects that your competitors can easily match, and this is especially true in the iGaming world. With a limited amount of software providers in the industry, most brands do not offer exclusive gaming content. Similarly, bonus offers are limited by financial feasibility (offering a new player a €2,000 no deposit bonus would likely not be the best idea).
And back to your list! Look at the other reasons you love the brand. In my case, it is because Dove has created a set of values that are in line with mine. I appreciate that they spend resources to support a cause that I deem important. This is why I will select Dove every time, even if a competing brand has a higher quality product or a lower price.
What Makes You You?These “extra” reasons, the ones that go beyond product and price, are the ones that will truly set your brand apart from the crowd. These items are not generally based on a tangible fact but rather on subjective opinions, feelings and emotions. As a business evolves, their culture, values and business goals slowly shape who they are and, just like humans, no two companies are exactly the same.
What makes your business special – what is its unique selling point (USP)? Other than a good selection of games and interesting player bonuses, think about what really sets your iGaming brand apart from your competitors. These differences can be used as the backbone of your marketing strategy.
Your most valuable players are the ones that can identify that “extra” reason they enjoy your brand. Now that you have identified your business’ USPs, it is time to ensure your players can identify them too. Your content marketing strategy is a good way to support this endeavour.