Casino promotion: rules and strategies

Advertising is an engine for trade. However, it hinders gambling business. Advertising in this area is toughly limited within the law. Any violation of regulations means fining. Notwithstanding, it doesn’t prevent many resources from bypassing bans through tricks.

Land-based casino: ways of promotion

Federal Law ‘On Advertising’ with changes at December 31, 2017 in Article 27 (Advertising of Risk-Based Games and Betting) states the places to advertise casino: there is a ban of slot parlor popularization outside buildings they are located in. That is why advertising of gambling venues by radio, TV and media (including advertising publications) is prohibited. As well as on the Internet.

Only advertisement inside the venues is legal: banners, signs and leaflets.

Internet advertising of land-based casinos is not that revenue-generating so Russian gambling parlors pay little attention to it. Customer retention comes as an exception. Experts use tools of email marketing: newsletters that stimulate clients to return to the casino.

Internet casino ads

Things differ in terms of online casinos. In Russia, this type of gambling is beyond the law, and online casino advertising is banned on all the channels. However, online casinos continue operating, and new clients are being looked for. The Internet is the most convenient platform for that.

AdWords policies (Google code) in the section ‘Gambling and games advertising’ clearly states that land-based and online casino advertising is banned. That is why those who promote such resources fall back on bypasses.

1. Pre-rolls: commercial cut-ins in videos. Resources with online series or films bring the biggest traffic.
2. Banner ad. Despite banning of direct casino advertising on the Internet, there exist some tricks. Seogamblings.com presents two variants:

♦ Variant 1. You create a gamer-oriented website with useful and interesting information (no direct appeal to go to casinos). This would be a tool of your campaign to be presented on banners. The text on the website should contain links to the casino page.
Cons: complicated; requires lots of actions: creation of several websites, etc.

♦ Variant 2. You also create an informative website for gamers. As soon as your advertising campaign is approved and banners are placed, redirect this webpage to the casino.
Cons: possible sanctions.

3. Promotion on social networks. Advertising policy is not that strict in this case, and a group can be banned only due to user complaints. You can create a closed community of your casino or promote its services via fake pages.
4. Branded website background. In this case, you have to establish partnership with website owners or create own resources somehow related to gambling.
5. Partnership programs: for instance, cooperation with bloggers who also touch upon gambling business topics.
6. Teaser ad. It is known as a scheme image + link + heading that attracts and intrigues users picking their interest.

However, before launching an advertising campaign, make sure you have no problems with a product, or else no PR tools would help. Currently, online casino is a competitive business. First, check whether your resource works properly, find out its pros and competitive strength.