iGaming AFRIKA: Can you discuss the significance of budgeting for marketing activities in achieving better returns for gaming brands?
Gilles: Budgeting is arguably the most strategic discipline within marketing management. Too many marketers budget based on tactical bias, using personal intuition and practical experience to make their decisions. Not saying it is wrong, but the success rate will be higher when tactical decisions are based on unbiased research, targeting, and strategic objective setting. Textbook budgeting should be directly driving these specified, measurable objectives.
iGaming AFRIKA: What key metrics do you consider when evaluating the success of a marketing campaign in the gaming industry?
Gilles: It depends on your campaign’s marketing objectives. Typically, in an acquisition campaign, operators set themselves first-time depositor targets (FTDs). Quantity and quality matter here: Quantity in the form of FTD volumes at low cost per acquisition, quality in the form of revenue driven by these FTDs. Brand campaigns should be measured by for example tracking brand consideration, whereas CRM campaigns live and breathe active player count, retention rates, turnover, bet count, and net revenue.
iGaming AFRIKA: How do you ensure that end-to-end brand and marketing management is cohesive and effective across all channels for Premier Bet Partners?
Gilles: Clear and effective stakeholder communication is key here. Internal marketing teams and external agencies alike should all be briefed on positioning, objectives, and committed marketing channel mix to guarantee textbook implementation. Make everyone involved aware of the end goal, and how your specific marketing actions contribute.
iGaming AFRIKA: Can you provide examples of successful marketing campaigns that you have led and how they have contributed to brand growth and profitability?
Gilles: The rollout of a continent-wide “Proudly African” campaign, executed with our iconic brand ambassador Didier Drogba at the heart of all marketing communications. Since its launch back in August 2022, we have seen unprecedented organic growth, putting our active user base at a permanently high level. To date, it is still one of the underlying reasons why our affiliate program is in high demand.
iGaming AFRIKA: What advice would you give to aspiring marketers looking to excel in the fast-paced and competitive gaming and betting industry?
Gilles: Be careful about where you spend your time and energy. Make sure that everything you do contributes to either your set KPIs or your personal development goals. Find a daily routine that creates a headspace to think before doing, and to review after doing. You will naturally become a better marketer. There will always be a lot of noise out there. Find the music to your ears.
Quotes
The crash games have been the biggest trend in Africa in the past 2 years. It is not only the fact that players can bet low to win big, but it has also brought an increase in the more social games, with multiplayer and chat functions.
Trust is the key to growth. Players want to be entertained, but they also want to be sure that if they win, they are promptly paid out, and that they will receive rewards for playing
Performance marketing is and will remain a key pillar to drive direct revenue for operators.
Budgeting is arguably the most strategic discipline within marketing management.