An increase in partnerships and operations in the gaming space is being supported by AI
The COVID-19 pandemic has forced casino marketers to rethink their marketing strategies. The intermittent lockdowns stretching across the year led to extensive disruptions in the processes of both land-based and online casinos, greatly impacting the B2B and B2C marketing landscape. Digital became the norm and customer behaviors changed drastically, forcing marketers to try to keep up. Artificial intelligence (AI) is making their job easier, providing new mechanisms that can enhance marketing efforts. This is only just beginning, and more integration of AI solutions into marketing activity is coming over the next couple of years.
Brands in the casino industry are expected to continue their investments in new technologies and digital channels driven by AI, data analytics, machine learning (ML), robotics and tracking of performance. These were some of the triggers for growth in B2B eCommerce last year, leading to an expansion that was 200% faster compared to B2C eCommerce. Industry analysts estimate that, with digital still the preferred channel for B2B activity, digital ad spends will most likely increase by around 30% throughout 2021.
By the end of 2020, there had been a lot of changes for B2B brands, as the traditional B2B commerce faced obstacles caused by lockdown-induced disruptions. With a shift in customers’ preference moving to digital interaction and digital services, performance marketing became the most-used channel for B2B marketing professionals. The pandemic has served as an impetus for gaming operators and their partners to reevaluate their marketing strategies in an effort to improve performance and gauge the effectiveness of the new marketing practices. AI is delivering the capabilities needed to make the proper analysis in a timely manner, allowing the gaming industry to quickly adapt to the changing market.