iGaming Daily’s resident SEO expert, Ivana Flynn, is back and this time she was asking the question, can you still create original content for gaming and live casino marketing?

Trying to answer the question was Dean Akinjobi, CEO of Football Media, who emphasised the need for content marketing to be “engaging, enticing and original”.

He also spoke about the importance of engaging with fans and social media trends as a way to create original content. 

“Because sports are 24/7, there’s always something going on. You look on any particular social channel and you’ll see what’s actually trending there,” explained Dean. 

“That can help to create part of your content strategy and be original and authentic as well. You’re seeing what fans are talking about, you’re seeing the reactions to particular games and the pre-match content, and you’re actually getting what’s trending on social channels. 

“You can go and [interview] fans, go down to any local team and figure out [the fans] opinions on a particular game. Fans from any sport love to talk about their opinion on who’s the best player and this would be content that you could uniquely reward fans with on a regular basis as well.”

Another strategy used by operators as a way of marketing is using humour and meme culture. Brands such as Paddy Power are well known for using humour within their marketing as a way to increase the reach of their content. 

Dean accepted that there is a place for humour in advertising. However, he warned that it must be done in a way that “aligns with your brand ethos”. 

Also present on the podcast was Jan Struhar, Head of Live Casino at BrainRocket, who suggested that the combination of memes and humorous images with brand advertising could be an effective form of marketing.

He said: “I love the idea of having memes that are live casino-related. Why not have memes with links? So that memes will not have just the functionality of being memes and being funny but [also will have] links that direct players to the site.”

Towards the end of the episode, the trio discussed the need for content diversification across different social media platforms and also in different regions, depending on what games are available. 

She said: “Sometimes the SEO is uploading the content in the markets when actually the game or the content is not even able to be live in such regions.

“For example, in Sweden, you cannot have hand-to-wheel games but I see that some SEOs are adding content which you will never be able to find in that regulated market. Sometimes SEOs need experts to tell them, hey this is not a game for this market. So this is why I think collaboration is really important between SEOs and other teams for all the other verticals.”