Going all-in on consistent and distinctive interactive experiences.

BETTING THE HOUSE

Strategy, as it relates to online content, can only be successful
if it takes into consideration online traffic of all variations.

It must also provide a cohesive, interconnected system within which users, both existing and prospective, can be addressed. In the case of these five brands (Bovada, Bodog, Ignition, Café Casino, Slots.lv), a multifaceted approach to online content strategy was required, in order not only to retain current players, but to acquire new users, and manipulate distinctive, underexploited markets.

Creating a robust content strategy, anchored by brand-specific, audience-tailored content destinations would improve the effectiveness of online campaigns. A three-pronged approach to content integration was proposed, including architecture and roadmapping of a reimagined Acquisition and Retention-based online ecosystem model, integrating and aligning five distinct top-tier online gambling brands with disparate product offerings, spanning a global, multi-national player base.

Prong One — Segment

These are keywords and content that are common to an industry. These are terms most often attributed to searches for general information within a vertical. Customer-defining keywords are a specific subset of Segment search phrases that identify a particular audience. In these searches, customers typically use words to define themselves.

Prong Two — Conquest

This type of keyword or content targets owned terms of competing businesses, products, and services, providing an opportunity to attract similar audiences away from competitors. Geo-targeted keywords are a subset of Conquest search phrases that identify a location. Searchers who use these terms are looking for results that are near them, or in another area they are interested in.

Prong Three — Retention

These are keywords and content that are owned, which include brand names or other branded terms. Product keywords are a subset of Retention search terms related to specific brand offerings. These types of keywords are phrases that directly reference a company’s products or services.

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