The Growing Influence of Podcasting in iGaming
So many different areas of marketing have had to adapt to the rise of the internet, and over a quarter of a century ago, when online gambling started to have a profound impact on the way we placed our bets, marketing companies were already composing ideas they could turn into the future of marketing into a digital experience.
Following the enormous, rapid success of online gambling, it became clear that the new frontier of marketing was via social media, digital platforms, and DIY media distinct from traditional ones.
Breaking Down International Barriers
Podcasting is a modern way to reach a global audience without the barriers traditional media faced in the days before the internet. Chat shows, radio shows, and documentaries were often locally or nationally broadcast, but because of differing licensing laws and costs, few were broadcast to a national audience.
It doesn’t matter if you are a casino gaming influencer or in a broader form of entertainment; if you can capture an international audience with your podcast, generate subscribers and Patreons in their thousands, then you will be in line for some pretty lucrative marketing promotions.
In Australia, for instance, where the pokies market is by far and away the most popular domestic slot gaming in the world, those influencers who can generate an audience Down Under and market themselves as potential pokies marketers sit in a good position. Pokies at IgnitionGaming highlight just how much is going on in this sector at the moment, with cryptocurrency becoming a growing presence in the pokies world, as well as a colossal number of themes, genres, and jackpots.
While it might be a market that has slightly saturated over the last few years, this often happens in markets that grow rapidly and consistently. Social media has become integral to this growth, with it being used as a platform for marketing, podcasters to promote their latest episodes and clips, and for casinos to showcase their giveaways, as you can see in the link below.
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Bespoke Marketing Ideas
One of the key reasons the iGaming business is still performing so well is the way digital marketing has become so tailored. Podcasting is just one example, but from a marketing perspective, it is a perfect microcosm of why they’ve become such an integral influence, especially in the world of iGaming.
The DIY nature of podcasting has flooded the market with people who have enough money to buy a table, a couple of microphones, and ramble on about any old topic.
Now, from an education and news perspective, this is obviously much more dangerous, as there are people who spout their own agenda, often with poor sources and little to no knowledge of the topic they are discussing. Since it is their own podcast, they will rarely have guests or ideas that challenge them.
However, entrepreneurs consider podcasts the best way to learn about ideas and strategies they would otherwise not have heard of. From a gambling perspective, casinos see them as an invaluable tool. Ultimately, podcasters have done all the hard work; they have captured the market that casinos are looking for, so they are directing their adverts at their key demographic.
Dealing With Saturation
Although there is less of an agenda in iGaming podcasts than in the tsunami of misinformation in the world of news and DIY journalist podcasts, they still have one.
This is why it is important to do your shopping around and find a podcast that you like the look of, trust the people behind it, and understand that they are marketing products fairly and everything is above board.
From a marketing standpoint, more podcasts simply means more competition. Those podcasts that have consistently ranked as the top global ones continue to have significant influence in the world of marketing.
This doesn’t just apply to iGaming; we have seen how some of the world’s top podcasters are paid enormous sums by the world’s biggest streaming companies —their influence is significant. As long as these markets remain robust and continue to grow internationally, podcasting will retain significant influence in the world of marketing.
Can It Reshape The Industry?
Yes, well, it already is. The real question is just how significant this influence will be in the coming years. Traditional media is waning, and while it will always have a presence, if recent trends in social media and podcast marketing continue, podcasting will establish itself as the dominant force in advertising.
While it might not entirely reshape the industry, it will continue to grow in influence, and a decade from now it could be the main form of marketing in digital media.
- B.E. Delmer, Gambling911.com
