According to Research and Markets, iGaming is expected to grow at a CAGR of more than 7% over the next 8 years, indicating that the industry continues to boom. With hundreds of operators and competition only increasing year on year, only those who have learnt how to build demand intelligently will succeed.
Demand generation strategy is not about chasing random visitors, but about working with future customers who are not even looking for your offer yet. After reading this article, you will learn what demand generation is and how to develop an effective demand strategy that brings results to your online business.
For most online brands, demand generation is simply collecting leads, but it's much more than that. It is actually about creating interest where it doesn't exist yet and building trust, which translates into conversions later on.
In simple terms, lead capture is about reaching out to about 5% of those who are ready to engage with your business and use your products or services. As for the demand generation strategy, it is about those remaining 95%, i.e, your future customers. It means for iGaming and for other industries with a high level of competition, not just catching the moment, but shaping it with your efforts.
Demand won't just grow if you don't have a clear plan of action for interacting with your audience. Most companies waste their budgets on air precisely because of the lack of a coherent strategy. Below, you'll find the key steps in the demand generation flow:
1. Audience research so that you have a good understanding of who your customers are (iGaming platform players, for example) and their pain points.
2. Developing quality, relevant and really valuable content. Depending on the specifics of your niche and audience, you can experiment with different content formats, publishing both long articles and guides and short viral videos.
3. Distributing promotional materials through various channels, including social media, affiliate networks, streaming platforms and more.
4. Analysing the results so that you understand what worked and what needs improvement.
According to Demand Gen's 2023 Benchmark Survey report, almost half of digital marketers prefer to use social media for their strategies. The reason for choosing this channel is simple - FB, X, TikTok and other platforms give access to billions of potential customers. With 1.2+ million audience on Instagram, Shopify is a good example of how this works.
As iGaming is not only about dealing with players spending money on betting on the platform, you can offer your solutions such as software, payment systems and analytics to operators. To succeed in this, you need to show how you solve their problems (e.g., slow transactions or loss of players) and not just offer a product.
Developing an effective demand generation strategy B2B requires a precise approach to working with operators. As your key customers, they will not buy your product or service unless they see specific benefits for themselves. Here are some important aspects you should consider:
· Targeting pain points. Find operators that, for example, have a high churn rate due to a weak UX or have a lot of complaints from players about delayed payments. If the majority of visitors to the platform are leaving because the mobile version of the platform takes more than 3-4 seconds to load, then offer mobile optimisation.
· Ensuring synchronicity between teams. While marketers generate interest through case studies and content, sales experts close deals. If there's a disconnect between departments, it's about dead leads, which is bad for iGaming where every minute counts.
· Provide concrete evidence backed by numbers. Demonstrating a practical case of how your software solution increased retention rate by 10% or 20% at competitors or how a connected payment system increased deposits, for example, by 25%, you will significantly increase interest in your product.
· Use training materials as a lead magnet. By organising tutorials and webinars, for example, on current trends such as blockchain, you are creating value that attracts platform owners rather than just advertising what you offer.
· Localisation is another key to success. Tailor your strategy to a specific market, as many operators are looking for options to quickly integrate games and payment solutions that are in demand in a specific region.
In a B2B environment, demand generation marketing is a long-term game. Here you should start from the pain points, i.e., existing problems such as a drop in conversions due to a complicated registration process or churn of existing customers due to technical problems on the platform.
As iGaming is a rapidly evolving industry, many techniques of the past no longer work today, or their effectiveness has decreased. Therefore, you should focus on demand generation best practices relevant for 2025:
· Use video content. When targeting regular players, stream the latest game releases, as it works much better than the more standard banner adverts. If your audience is iGaming operators, you can publish, for example, short videos about your API integration.
· Write and publish useful articles such as ‘5 criteria for choosing a reliable online casino’ or ‘UX trends in the online gambling industry’ to attract organic traffic and build trust.
· Partner with major bloggers, streamers and Influencers to promote exclusive offers for expanding your reach and increasing loyalty.
· Personalise your marketing materials based on your target audience's GEO, requests, gaming habits and other characteristics.
· Dilute content with interactive elements such as quizzes or metrics tools (e.g., ROI for operators) to increase engagement through gamification.
According to HubSpot, over 60% of marketers believe that digital demand generation through social media provides the highest ROI compared to other channels for connecting with audiences. Add to this email marketing with case studies for B2B campaigns and promotions to reach regular players to generate demand rather than just driving low-conversion traffic, thereby wasting budgets.
Working in iGaming or any other oversaturated market, you need to understand how every aspect of your campaign is working (or not working and why). You need to implement metrics to understand if you are on track and how fast/slow you are moving towards your goal.
To understand whether your demand generation strategies are paying off, you need to track and analyse the key indicators in the table below.
Let's say you've created a few guides or hosted a webinar. If organic traffic has increased by 10-20%, your content strategy is working well. On the other hand, if the ROI from streamers is negative, it means it's time for you to change influencers or try something else. As for B2B demand gen, speed is critical here as most operators don't like to wait and go to your competitors.
Loud promises - especially those that are not kept - no longer work in highly competitive environments such as iGaming. Today, demand generation marketing is about being useful before you are asked to be. Instead of getting hung up on about 5% of current leads, you should focus on demand generation to reach that 95% of potential customers through accurate targeting and delivering real value.
If you're already in the minds of operators and players, they're more likely to opt in when they start to need your products. By correctly building a demand generation strategy based on potential customers' pain points and problems, you will eventually turn their money into your revenue.
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