Event-Based Marketing: Riding the Wave of Sporting Excitement 

The iGaming industry is competitive, with an expected revenue of $107.30 billion in 2024. Fairspin and other online casinos are trying to attract new customers while convincing existing ones to deposit and add more funds to their wallets. This landscape is especially common in countries where online sportsbooks and casinos emerge daily. Good marketing techniques are the only way startups and established companies can thrive. 

A common marketing strategy among companies in the iGaming sector is event-based marketing. How does it help brands? We’ve covered everything in this article. Continue reading to learn everything about event-based marketing and its contributions.

European iGaming Meetups: Event-Based Marketing in Action

Meetups are now common forms of event-based marketing strategy that provide information to stakeholders in an industry. The European iGaming meetups perform exactly this function for bookmakers and sports enthusiasts. For instance, the meetups on Hither discuss several topics in the iGaming world. The 2023 Q4 Meetup on the topic “Is eSports a Safe Bet or a Bit of a Punt” was helpful to bettors. 

Besides being useful to bettors, meetups help Fairspin in brand awareness, targeting a specific customer base, and gathering customer feedback and insights. 

Fairspin uses iGaming meetups to meet particular goals, build relationships, and generate all those all-important leads. These leads can take any form, including: 

• Affiliate teams are finding investors.
• iGaming professionals exchanging their business cards.
• Bookmakers are launching new campaigns to attract affiliates.

Bet Expo, Brazil

This event is a big iGaming conference for sports enthusiasts in the industry. The three-day event provides many insights into the latest technology in the industry. It provides opportunities for experts to connect and share knowledge, techniques, and technologies. These experts deliberate on topics like “The Future of Sports Betting in Brazil” or other recent happenings in the industry. 

For instance, the 2023 BetExpo event focused on relationship building in the industry and how several regulations are important to achieve success. The event also deliberates on global issues like the upcoming FIFA 2026 World Cup, hosted by three countries: Canada, Mexico, and the USA. It will be the first time three countries will host the tournament, which occurs once every four years. 

The tournament will also be the first of its kind to feature 48 teams, and for football fans, seeing a game will be easy because of this upgrade. Several sports enthusiasts from several countries attend this event, including: 

• Portugal 
• Brazil
• Czech Republic 
• Hungary

Prague Gaming and TECH Summit 

It is another famous event held in Prague, Czech Republic. Like BetExpo, the event also sensitizes bettors and sports enthusiasts on the latest developments in sports betting. The summit started in 2007 and takes place between the 25th and 27th of March every year. The event brings together several individuals in C-level positions in organizations. 

It also attracts Esports, Blockchain, Fintech, AI, and iGaming government representatives. The summit will provide intriguing content from various experts, including: 

• SEO experts 
• iGaming Consultants 
• B2B SaaS experts 
• Government officials 

The event will focus 20-25% of its content on global topics like sports affiliate marketing, which adds a twist to its previous agenda. They will look at several compliance strategies, licensing updates, and new trends in SEO marketing. Some of these trends include AI, Google's Search Generative Experience, and other new changes to SEO. 

They'll consider how it will affect affiliates, with their SEO and PR team working round the clock to generate a strong EEAT strategy in 2024. The panel may commend some iGaming mastery and innovative strategies in marketing that caught the eye. It provides opportunities for startups and established companies to learn new strategies to improve their existing ones. 

Rio de Janeiro, Web Summit

This summit in Brazil attracts several top-level executives and officials worldwide. In 2023, the summit gathered over 21,000 companies and people in the iGaming sector. The summit started in 2009, with only 150 people attending the conference in Dublin. The event has grown rapidly, and the sports betting conference 2024 is anticipating more than 30,000 persons, 700 investors, and 1500 startups. 

These platforms gather to deliberate on trendy issues, especially political ones. For instance, Bill No. 1,822/2023 was submitted to the City Hall by the city of Rio de Janeiro's executive branch. This bill is interesting because it follows the laws in other big cities like São Paulo regarding gambling and iGaming. 

The bill reduces ISS rates from 5% to 2% for sale services and distribution of betting slips or tickets. The law also affects products connected to bingo games, raffles, prizes, lotteries, card games, and other services derived from capitalization bonds. This law will bring more companies into the country and increase the bettor's experience in Brazil.

SBC Summit Rio

Brazil has a population of sports bettors, and this summit seeks to take advantage of such a community and show them some tips in the industry. The event is held from March 5th to 7th every year to expand the knowledge base and provide a network to top companies. The summit will focus on critical aspects such as 

• Regulatory frameworks 
• Sports integrity
• Data rights
• Sponsorship opportunities
• Localized products offering 
• Operator-media relationship

Local product offerings are a topic to look out for in the country, with more than 46% of Brazilians betting on sports in the last 12 months. The survey also shows that the population is mainly comprised of young people in their early 30s, with 76% being male. This survey shows the future trend of sports betting so local startups can leverage the knowledge when creating their products.

Affiliate World Hungary 

Let's move away from Brazil and focus on another event, the Affiliate World, held in Budapest in September 2024. Affiliate World holds its marketing conferences in Dubai, Europe, and Asia. The conference has more than 30 verticals, including the iGaming industry. It generates up to 2.5 billion in revenue through several networks of individuals. 

The conference is an avenue to learn new strategies in the industry. We all know how competitive the market is, especially the sports affiliate sector. Many prestigious companies, including Payoneer, UBER, Amazon, and Outbrain, attended the event.

How Can We Integrate Bookmakers’ Branding and Promotions into Event Marketing Effectively?

The outcome of any event-based marketing strategy depends on many multifaceted factors. For the iGaming sectors, experts at Betzillion believe these factors will be crucial for sports affiliate teams and bookmakers in integrating their brands and promotion into event marketing. They include: 

• Open communication 
• Caring 
• Industry knowledge
• Good organization 
• Marketing communications 

Open Communication 

This criterion can take any form, from defining your objectives to choosing a specific event type. Communication is vital to increase brand awareness, generate leads, drive sales, or nurture relationships. The basic idea for open communication is setting a clear plan for any iGaming Summit. What is the Summit for? What does the public get from it? These ideas can help you communicate better to your team and the public.

Caring

This factor is the glue of your strategy because it joins everything and makes you stand out in event marketing. You need to retain your existing audience while caring for what you're building. First, you must consider your team, the people helping you bring this idea to fruition, and everyone who invests their time and money, like the sponsors. Then, the public, who will receive the content, and how will it affect them? You'll consider all stakeholders in your summit so they can have the best experience.

Industry Knowledge 

This factor involves knowing everything about your target audience and the key influencers. For instance, as an iGaming Summit organizer, you should know all the verticals and their relationships, such as key players and established products, as well as trends and the need for compliance. These criteria are the basis for any successful event marketing strategy like an iGaming summit. Your summit needs to be relevant, attractive, and useful by offering information that can bring together people from the entire iGaming world. 

Good Organization

Event marketing is a gradual process, and brands may take a long time to gain from it. Some short-term objectives must be in place to succeed, which involves organizing your event. You'll need several tactics and digital channels to attract attendees for your event, from email and social media marketing to SEO and paid ads.

Marketing Communications 

Marketing communications takes a step further from Good Organization. It is the long-term focus of the events. What are your event's visions and details? This criterion is crucial because it sets you apart from your competitors in the market. It ensures that each event connects you with relevant experts in your niche and nurtures invaluable relationships.