The gaming industry needs the digital environment to promote its products and services. But, as we all know, some restrictions are still imposed on content related to betting, here in Brazil. That's why game operations need to understand that using social media wisely is essential in our environment.
It is very important to understand how to build your content strategy while complying with social media game advertising rules. Let's talk more about what we can do best about it so far.
How to work with Facebook and Instagram
Facebook and Instagram have their own regulations for advertising betting-related content. That is, you cannot promote certain types of messages.
Does this mean I can't use Meta's social networks for relationships with gaming customers? It's not like that!
There are numerous ways to keep in touch with your audience without hurting the rules of the platforms. The main goal when using these networks should be the long-term loyalty of your customer base, showing your site as a fun space for sports entertainment.
In practice, your posts should not contain direct sales appeals. Communication on these platforms, still heavily regulated, can show that your site provides transparent and reliable sports entertainment, being a space for all audience profiles (over 18 years, of course).
The World Cup has been a great opportunity for this type of argument to be valid for a large part of the public, who are beginning to be interested in sports and betting, because of the magnitude of the event.
Influencers, ambassadors and spokespersons make a difference
Another very effective way to make excellent use of social networks in the gaming segment is the adoption of influence marketing strategies.
The figure of the spokesperson or ambassador is quite important, and can be used in several ways. The best known and in evidence in Brazil, is advertising with personalities directly or indirectly linked to the sports environment.
However, this strategy requires increasingly high investments, since such a person profile has been increasingly demanded by brands.
So let's be more and more creative: never underestimate the power of micro influencers. They are able to create content for highly targeted audiences. Believe me, this can be highly positive for your brand. And, best of all, your investment is much more modest, with good returns.
In influence marketing, innovation is what it is. See the success that so-called "virtual influencers" have made with brands from the most varied segments. Today, it has become a trend to create avatars, with their own characteristics, which represent everything from retail stores to soft drink brands. Why couldn't this be used for the betting industry, for example?
Influencers have their own social networks, which turns betting site marketing strategies into something much more free, spontaneous and effective.
Lives on platforms such as Instagram, YouTube, Discord and Twitch have become increasingly visible to much more diverse audiences. There's another promising path to your site!
Increasing brand awareness and building relationships with your audience should be the main pillars of building social media usage in the gaming industry.
As industry regulation advances in Brazil, many positive changes are coming for our industry. If you want to know more about it, come chat with me.
André Vinícius de Alencar Alves
Commercial Director and partnet at Control+F5
