Cross-Promotions in Video Games and Casino Apps to Attract Gamers
Both casino apps and video games rely on a massive user base to generate revenue. This is why a lot of resources are funnelled into the marketing efforts. They also use data analytics to identify relevant user groups. This allows companies to create more impactful ad campaigns that will reach their target audience. Cross-promotions are usually part of these ad campaigns, so let’s see why that is so.
Casual and Free to Play Mobile Games
The overwhelming majority of mobile apps are free to play. They are monetized through microtransactions, which is similar to how casino apps make a profit. Players can gamble on a low budget and these casinos offering £20 deposit bonuses are a perfect example. In other words, most players accept this approach to monetization. They feel that they are getting something of value at a low cost. Microtransactions also affect our attitude toward games, and we are rarely aware of this effect.
How Microtransactions Affect Players
Many of those who enjoy free-to-play games weren’t too eager to spend money on them. However, as they gradually convinced themselves to spend a dollar, they became more comfortable with the idea. They even become more open to additional spending, and because they spend money, they become more invested in the game.
Once again, gambling companies are fully aware of this, and they are hoping to achieve the same effect with promotions. In the UK, Wagering Advisors researched top casino bonuses available, and if you look at their list, you’ll see that minimum deposits range between £1 and £20. It’s a small investment on the player’s side that is likely to result in winning money. Once they have won and only spent a small amount, they are more invested and open to the idea of additional spending.
In other words, advertising casino games to players who enjoy freemium apps is a good idea. They are comfortable with small transactions and trust the in-app purchases. From that perspective, cross-promotion makes sense.
Similar Gaming Habits
Popular titles or AAA releases require strong player commitment. The same cannot be said for casual mobile games. They are usually played for an hour a day or around 7 hours per week. The same is true for online games on casino sites. Most users play for an hour or so through multiple short gaming sessions. In other words, the cross promotions are aimed at users with compatible gaming habits.
Why Would Casinos or Games Promote Competitors?
Although cross-promotions make sense from the “target user” standpoint, it is still weird that these apps would incentivize players to spend their money elsewhere. After all, if someone spends around $50 a month on this hobby, why make them choose between gaming and gambling?
Well, many apps earn through ads and users who don’t want to pay for ad-free versions don’t help them make money anyway. If the ads are sponsored, then they are earning through sponsorship deals. Finally, these two aren’t always competitors. Look at the following 4 companies and the types of products they make:
- Product Madness – Makes social casino apps and slots for mobile
- Big Fish Games – Makes hidden objects mobile games
- Plarium Games – Makes high-quality online games like Raid Shadow Legends
- Aristocrat Gaming – Makes slot machines for land-based casinos
These are all subsidiaries of Aristocrat Leisure, so they want their own product and for the products of the parent company to perform well. After all, if the company invested in in-house software solutions that can be used in different types of products, then they would want to fully utilise their software. Since you cannot legally distribute all types of content under a single business licence, you open up different companies. There are other examples of big tech companies that create software for both gambling and gaming.
Casinos and Famous IPs
Gambling is a common hobby, so companies try to cater to all user types. Casinos partner up with sports leagues to acquire rights to a specific theme. The latest game expo in Vegas featured slots with an NFL theme and Netflix’s Squid Game series. There are many online slots that are themed after popular IPs from the gaming industry:
- Street Fighter
- Tomb Raider
- Resident Evil
This is, in a way, a cross-promotion, but it’s also an attempt to attract players who grew up playing these titles. Additionally, there are AAA releases where players can play gambling mini-games like slots, poker, blackjack etc. Some examples would be GTA, Red Dead Redemption, and Fall Out. Again, developers recognize that gambling is a common hobby and want to add content that fans of gambling will appreciate.