Since this is a very competitive market, marketing a casino game can be very difficult.
Especially if you have no idea what you’re doing.
But don’t worry, we got you covered.
We have put together a guide that will show you the ins and outs of casino mobile game marketing.
- Which casino games rule the top charts
- Who are the most successful casino game publishers
- Practical tips for marketing a casino game
- Ad examples from top casino games
- Casino game statistics for 2022
Ready to make your casino game a success?
Top-Grossing Casino Games in 2022
- Coin Master
- Bingo Blitz
- Jackpot Party Casino Slots
- Lightning Link Casino Slots
- Cashman Casino Las Vegas Slots
- Cash Frenzy
- Huuuge Casino Slots Vegas 777
- Jackpot World
Data source: AppMagic
5 Tips for Marketing a Casino Game in 2022
Want to put your casino game on the map? Here are some actionable tips for marketing a casino game you can try right now!
1. Understand Different Types of Casino Players
When it comes to marketing a casino game, you first need to know who’s your audience and what motivates them to play.
Here are the types of casino players you need to differentiate in order to target them successfully.
Excitement Casino Players
For these casino players, it’s all the excitement. They’re not motivated by winning so much as by the thrill of playing casino games. When marketing to this type of casino players, you need to highlight that your game is exciting and all about having fun.
Relaxation Casino Players
Just like many other gamers, these casino players just want to pass the time and relieve the stress of their daily lives.
Social Casino Players
For many casino players, the social aspect of casino games is very important – they want to play with friends or against other users.
Multipurpose Casino Players
Finally, there are casino players that like all of the above – excitement, relaxation, as well as the social aspect of casino games.
2. Choose Creatives Wisely
Marketing a casino game is all about creatives – it’s what can make or break your mobile game.
Since casino mobile games are oftentimes virtual slot machines Las Vegas is famous for, your creatives should reflect that. It’s all about bright colors and flashy images that demand user attention.
Use those recognizable layouts of coin-operated slot machines and make it dynamic and exciting. And, of course, don’t forget about the cash – dollar bills and coins are what attracts casino players.
When possible, localize your creatives – that allows you to reach a worldwide audience. This is particularly important for your ad copy. Translate it in different languages and optimize the text so that it’s culturally relevant.
The final advice for casino game creatives is testing. Be diligent when it comes to A/B testing because that’s the scientific way of evaluating the performance of your creatives.
After you create dozens of variations and extensively test them, you’ll notice the different patterns that emerge. For example, you might find that creatives using red, blue, and yellow color perform better. And that 15-second video ads convert the most users.
That type of data will allow you to come up with a winning formula for creatives that works every single time.
3. Audience Segmentation: Target Lookalike Audiences on Facebook
Finding and acquiring high-quality users is an essential part of marketing a casino game and profiting from it. This can be done by targeting lookalike audiences.
Here’s how it works.
Put simply, lookalike audiences are audiences who are very likely to be interested in your casino mobile game because they resemble your existing user base.
The key is to identify users who have spent some money (high LTV users) and those with high engagement, i.e., users who are actively playing your game.
You need to upload your mobile game’s user data into Facebook and identify what your users have in common – interests, traits, behaviors, demographics, location, etc.
Then you target users who ‘look’ similar to your high-quality users.
Facebook allows you to create up to 500 different lookalike audiences, and you can exclude certain audiences.
Lookalike audiences should be smaller since you’re targeting a very specific group of people.
However, even though it’s small, that audience will have a high interest in casino games. This makes it effective and cost-efficient. It results in acquiring high LTV users that are more likely to spend in your game and become loyal players.
However, CPIs tend to be higher for lookalike audiences.
But on the other hand, unlike broad audiences, small lookalike audiences result in higher CTR and improved ROAS.
4. Use App Store Optimization to Your Advantage
The casino mobile game market is crowded – it can be very lucrative and many developers want a piece of that cake.
That’s what makes it so hard to stand out among thousands of casino games in the app stores.
Be smart about app store optimization.
Don’t think that following some basic app store optimization tips for mobile games will do the job.
You probably already know that attention-grabbing visuals are very important – your game’s icon, trailer, screenshots. Choosing the right game title, keywords, and description is also essential.
All of that is fine and dandy, but you need to take it one step further.
App Store Optimization is a Science, Not Art
Instead of doing guesswork, you need to study what your competitors are doing and test everything.
Even though ASO does require creativity, it all boils down to science and data.
Designers might be convinced the design is perfect, but testing can show they were wrong. Relying on your instincts is not a smart strategy when it comes to ASO.
Let’s take game icons as an example.
You have probably noticed that most casino mobile game icons look pretty similar. Images of colorful slot machine reels, playing cards, and a general Las Vegas-esque vibe is prevalent.
In fact, there are even greater similarities amongst other mobile game genres. Do sideways portraits of angry dudes screaming sound familiar?
Here’s the thing.
Game icons are mercilessly A/B tested, especially if we’re talking about top mobile game publishers.
Nothing is left to chance.
There are even tools that can analyze the design, style, and colors of your icon and tell you how good it is according to the game genre.
So it’s no wonder that when a winning design formula emerges, it becomes a trend and everybody copies it.
Even though it’s not that original, it makes sense that slot machine reels would be appealing to casino gamers. A/B tests have proven that.
That’s why it’s smart to keep up with casino trends. However, that doesn’t mean you can’t put your spin on it and make it stand out. Pun intended.
Another example is casino game titles. You’ll often find words like “slots”, “spin” or “roll” in casino game titles. That’s because those keywords work – it’s what users search for in the app store.
5. Partner Up with Established Brands
As it was mentioned before, this is a very competitive market. New casino mobile games are launched on a daily basis.
Luckily, there’s another trick you can use to gain an advantage over your competitors – team up with popular brands that have a large following.
By doing that, you leverage established brands to make your casino game a hit. When users see a brand they love and trust implemented in a new casino game, they’re inclined to install it.
Here are some examples of casino mobile games that did just that:
- Monopoly Bingo
- Wizard of Oz Slots
- CSI: Slots
- Game of Thrones Slots Casino
Wondering how to get a famous brand to partner up?
Ask. It’s that simple.
I can hear you say, “We’re an indie game studio, there’s no way we’ll get a famous brand to team up with us.”
Tiny Rebel Games, an indie game studio, got permission from the BBC to create a game based on Dr. Who.
Can you guess how they did it?
Yes, they asked.
BONUS: Legal Knowledge Is Essential for Casino Games
Casino mobile game developers are met with many challenges other developers don’t have to think about.
When it comes to real-money gambling, you need to make sure your casino game is in line with all state and federal laws.
Since different countries have different legal jurisdictions when it comes to gambling, it’s crucial that you equip yourself with legal knowledge. It is even recommended that you consult an attorney with experience in this field.
When it comes to the U.S., real-money gambling online is legal in only 3 states, Delaware, Nevada, and New Jersey, according to attorney Martin D. Owens who specializes in the U.S. gaming law.
So how do casino game publishers get around some of these hurdles?
Well, oftentimes, changing game mechanics only slightly can be enough for your game not to fall under the technical definition of gambling.
It’s also a good idea to have multiple versions of your casino game so that every different version complies with the specific laws of a country. This ensures that your product will be 100% legal and safe for users.
For example, PokerStars has as much as 11 versions of the same game.
Marketing a Casino Game: Ad Examples from Top Casino Games
One of the best ways to become successful at marketing a casino game is by learning from leading casino game publishers.
In the following section, I dissect ad examples from top casino games. You’ll find out what kind of advertising techniques are used in these ads and why they’re so effective.
Video Ad Breakdown
Platforms: Facebook, Instagram, Audience Network
This is a classic ad for poker casino games. It’s pretty simple and straightforward – there’s a poker table, recognizable casino music, and big rewards.
An important aspect of social casino games is playing against friends or other users. That’s what makes virtual poker fun.
This is very clear in the ad, as we’re shown real users who are behind that poker table.
Since there’s no real money in Zynga’s Poker, the gameplay is all about performance, accumulating rewards (chips, money, etc.), and in-app purchases that unlock new features. Poker players are motivated by making progress and wanting to master this game.
All of that should be highlighted in casino game ads.
The end of Zynga Poker video ad shows a player who has just won $1,045,000,000 which is very alluring to all poker players.
This Zynga Poker video ad focuses on one important aspect of playing poker – the art of bluffing. It puts users’ poker skills to the test by challenging them to spot bluffs in the game.
That dare is communicated directly to users which makes them install the game immediately.
The third example of a Zynga Poker video ad is all about mobile game influencer marketing. There’s a series of ads featuring famous comedians playing poker and giving advice to other players.
Granted, if your marketing budget is limited, you’re probably not going to be able to get high-profile influencers to promote your casino game. However, there are micro-influencers you can team up with and make your game more attractive to users.
Zynga Poker Ad Copy Analysis
Let’s start with some examples:
- It’s all part of the game. Can you spot the biggest bluff at the table?
- Enjoy the game of poker with millions of players! ♠️♥️♣️♦️
- Practice to become a pro. Become a pro with Zynga Poker. Just like magic.
- Words of wisdom from the kings of comedy and the poker table. Raise!
- Hit the tables with 1,000,000,000 FREE CHIPS!
When writing an ad copy for your social casino game, focus on the most interesting and unique features of the game.
You can see that clearly in Zynga Poker ad copies.
The first ad copy focuses on bluffing, which is a big part of poker – it challenges players to spot the biggest bluffs.
The second ad copy highlights the multiplayer feature of the game – poker players want to play against real users.
The third ad copy speaks to the end goal of every poker player – to become a pro – and suggests Zynga Poker is the perfect way to practice and achieve that.
The fourth ad copy is about offering advice from famous comedians who play poker and recommend this game.
Finally, the fifth ad copy is all about attracting users with free rewards – chips are the most valued possession in poker games.
House of Fun
Video Ad Breakdown
Platforms: Facebook, Instagram, Messenger, Audience Network
This video ad is all about creating excitement, and that is achieved by using several different techniques.
First of all, the video ad is visually stunning and unique – it’s colorful, well-designed, and full of fun effects that keep your eyes glued to the screen.
What Playtika does really well with its social casino games is incorporating those recognizable slot machine visuals, but making them unique and exciting. That’s very clear in their video ads and it makes them stand out.
In this video ad, you can see their Fairy Bliss slot machine which is full of unicorns, magic mushrooms, shiny crowns, and of course, lots of coins. There are actually 777 different slot machines from famous Las Vegas Strip casinos in the game.
Sound is also important for casino video ads. You can hear the slot machine and coins, which is triggering for casino players.
The key is to give the users the experience of being in one of those Las Vegas casinos – feeling that thrill without having to leave their home. That’s the main draw of casino mobile games.
House of Fun Ad Copy Analysis
Here are some ad copy examples from Playtika’s House of Fun:
- The Next Jackpot is Ready to ★POP★! 💰💰💰
- NEW HOF Album is Finally HERE❗Collect Cards 🎴 Complete Sets 👉 WIN HUGE 🎁 PRIZES. NEW: Prizes, Star Market, and a Joker🔥
- Come Back to the FREE SLOTS of FUN! The Next Jackpot is Ready to ★POP★
Each ad copy is designed to draw user attention and make them excited about the game.
One technique is using attention-grabbing keywords that speak to casino players. In this case – “jackpot”, “win”, “prizes”, “free slots”, “win”. You can also notice the strategic use of all caps and emojis.
It’s important to highlight new features and exciting game content – you can see that in the second ad copy.
In the third ad copy, you can notice it’s designed to get players to come back. It’s targeting users who have already installed the game but haven’t played in a while.
Video Ad Breakdown
Platforms: Facebook, Instagram, Audience Network, Messenger
Lucky Day ads are very different from Zynga Poker or House of Fun ads. That’s because this game allows players to win real money as well as rewards like Amazon gift cards.
That’s why the approach to ads is totally different – it’s all about the money.
Just look at the first scene of the video ad – a huge package full of bills that’s being opened right in front of our eyes. That’s something that will grab anyone’s attention immediately.
Then there are a couple of scenes of people winning real money by playing Lucky Day.
What makes this part of Lucky Day’s video ad so effective is that it shows real, ordinary people winning that money. This makes winning a real possibility for users who are watching the ad – users can see themselves in those people.
That’s essential for marketing a casino game that offers real cash prizes.
Since Lucky Day is based on raffles, lotto, and scratch cards players, you can also see the gameplay in the ad – the person scratching the card on their phone. Notice that it’s once again a real person with a real phone, not an animation.
Another prominent feature of all Lucky Day video ads, including this one, is captions.
In this case, it’s “I can’t believe it”. Others include, “Big winners every minute”, “What is she doing?”, “Shhh, I’ve won this much so far”. The purpose of the captions is to draw attention to the ad as well as create intrigue and excitement.
The outro scene states that Lucky Day is “giving away $12 million” and invites users to “download now”. This is a powerful call to action since real money is at stake.
Lucky Day Ad Copy Analysis
What’s interesting is that, at the moment, Lucky Day uses the same ad copy for all their video ads.
“I play every morning. ♥ ♥ ♥ this app!” – Parker C.
This is the same thing we’ve talked about in the video ad breakdown – it highlights real people who play this casino game.
However, it is recommended that you create more than one ad copy for your video ads.
Casino Game Statistics You Need For 2022
Marketing a casino game is all about data. It’s the way to gain an advantage over your competitors.
That’s why we have put together a large list of statistics that will help you benchmark your casino game.
In this section, you’ll learn about the following statistics for these casino mobile game metrics:
- User retention
- Session Length
- Session Count
- Installs Ratio
Data source: GameAnalytics, data for 2021
User Retention Statistics for Casino Games
Getting a lot of installs for your casino game is one thing, but the tricky part is getting users to keep playing.
That’s what makes user retention so important.
Since user retention is typically measured after days 1, 7, and 28, we’re going to focus on statistics for those days.
Day 1 User Retention Statistics for Casino Games
- Top 25% of casino games: around 33%
- Median 50% of casino games: around 24%
- Bottom 25% of casino games: around 15%
Day 7 User Retention Statistics for Casino Games
- Top 25% of casino games: around 12%
- Median 50% of casino games: around 7%
- Bottom 25% of casino games: around 3%
Day 28 User Retention Statistics for Casino Games
- Top 25% of casino games: around 6%
- Median 50% of casino games: around 3%
- Bottom 25% of casino games: around 0.2%
- Top 25% of casino games: around 55 minutes
- Median 50% of casino games: around 35 minutes
- Bottom 25% of casino games: around 20 minutes
- Top 25% of casino games: 12 minutes
- Median 50% of casino games: 8 minutes
- Bottom 25% of casino games: 5 minutes
- Top 25% of casino games: around 5
- Median 50% of casino games: around 3
- Bottom 25% of casino games: around 2
- Top 25% of casino games: around 19%
- Median 50% of casino games: around 9%
- Bottom 25% of casino games: around 4%
Final Thoughts on Marketing a Casino Game
Now we want to hear from you!
What do you think is the most challenging part of marketing a casino game? Do you need any help?
Let us know in the comments below.
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