This document discusses marketing strategies for operators entering the regulated Italian online gambling market. It notes that being an early market innovator can be costly due to high education costs without good returns. After licensing, many operators will enter the market quickly, increasing costs. Successful operators will focus on branding, niche markets, and optimizing return on investment through techniques like pay-per-click marketing, search engine optimization, social media marketing, and conversion rate optimization. The regulated Italian market represents a significant opportunity.
5. Game theory in Gaming
Co: A
Co: B
Co: C
Small Market
Casino /
Sports / Poker
Marketplace
Big Spend on:
- Education
- Brand
Small Spend on:
- Education
- Brand
6. Game theory in Gaming
Co: A
Co: B
Co: C
Casino / Sports Marketplace
Big Spend on:
- Education
- Brand
Small Spend on:
- Education
- Brand
Big Market
Casino / Sports
/ Poker Marketplace
13. PPC Campaign Structure
Logical campaign
structure
Right adverts per
phrase / category
Right landing page
Better conversion path
for user
Equals better ROI
14. PPC: Logical campaign
What’s the meaning of
the phrase?
I.e. ‘Bet Online’ &
‘Online Betting’ same
thing
Group ‘same meaning’
phrases around one ad
For BIG spend words,
run in its own ad group
15. PPC: Right Ads
Right ad for the
keywords
Keyword in ad
Good call to action
Easy to read/scan
37. Conversion: Poor Funnel (Est. Figures)
Google
PPC Ad
Landing
Page
Register Fund
Active
ROI+ 20%
10,000 Impressions
3%
6%
18%
15%
300 Impressions
18 Register
3 Fund
0.5 good
accounts
@ 1.08% click
To conversion
38. Conversion: Average Funnel (Est. Figures)
Google
PPC Ad
Landing
Page
Register Fund
Active
ROI+ 20%
10,000 Impressions
5%
8%
25%
20%
500 Impressions
40 Register
10 Fund
1.5 good
accounts.
@ 2% click
To conversion.
3x times the
conversion.
39. Landing Page: Typical ‘Grid’
Header
Call to action
1-2-3 ‘lead-in’
Footer
Landing page example
40. Landing page: Comment
Text draws you away
from register button
No Join now button
Distracting content
Landing page example
41. Conversion with A/B and multivariate
Maximise conversion per ‘grouping’ of traffic
Landing
Page A
‘WINNER!’
Web trafficWeb traffic Landing
Page B
Fund
Fund
42. Conversion using propensity tools:
Maximise conversion for every user
Pzyche.com
Cognitivematch.com
Optimost.com
I like
Football
I like
Casino
I like
Poker
I like
Bingo
Football
Casino
Poker
Bingo