ActiveWin Media Managing Director Warren Jacobs walks through the imperative steps to setting up a white-label partnership.
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While online gaming is crowded with legions of casino brands trying to make their mark on the industry, that doesn’t mean newcomers to the space should be discouraged. There’s always room for an engaging brand on a robust white-label platform built to entertain players in a safe environment.
White labelling lowers the barrier of entry for responsible investors, without the expense and hassle of acquiring a separate UK gambling license and building the platform from scratch.
Nektan, for example, has been a provider of this service for many years and is familiar to most people in the gambling industry. The big question remains: Why have so many new sites floundered while others are unquestionably successful in such a competitive market?
After years of working within the white-labelling space with dozens of brands, my team and I have seen the very best (and worst) of newcomers to online casino around the world. We have seen a clear pattern emerge that lays the foundations for how well a brand will perform. Analysing the collective intelligence gathered over time, our formula of success is the driving factor for my decision to recently launch Grace Media and share our knowledge with Trafficology readers.
There are four components to consider when developing a white label:
BRANDING: Today’s online consumers expect to be visually engaged with any site and casinos are no different. The very nature of a white-label site is that you’re buying a template to build upon, but this is the first hurdle many brands stumble on and never recover from. Your white label will live or die by its brand, so it must resonate with your players. Every aspect, from the name and logo to the tone of voice and the brand guidelines, should be carefully considered. Hire a professional branding team if you don’t have the in-house skillset for this crucial first stage; it’s a worthwhile investment.
EDUCATION: Knowledge is power and content is king, so get to know the games that convert and retain players, while generating the highest lifetime revenue in the industry. Since most players use mobile devices, research how top competitors perform on mobile, and note what works well and what doesn’t. Google has announced 100% of sites will be ranked on mobile performance, so there’s no hope of organic ranking with a poor mobile experience. An established white-label partner that can offer expertise and recommendations should be at the very top of the list of requirements before investing in launching a new site.
PLAYER EXPERIENCE: All the branding in the world can never make up for a poor online experience, so knowing your customer journey beforehand will put you in the mindset of the players you wish to attract. If you find the site is slow, or awkward to navigate or register/deposit, it’s guaranteed your players will too. With so many other options and a tiny window of a few seconds to capture their interest, you must rigorously test your site to ensure any glitches or bugs are ironed out. Following the launch, you should A/B test to optimise UX andimplement a strong CRM strategy for ongoing engagement.
MARKETING: If you build it, they will come, right? Wrong. That’s where marketing comes in. Without a well-planned marketing campaign, even a custom-built site is unlikely to capture traffic. The first year of a new brand is make or break, so investing in a fully realised marketing strategy is imperative. Campaigns must be multi-channel, incorporating PPC, SEO, affiliate, CRM and social marketing to reach your target audience. Not budgeting for marketing is the biggest factor in failed white-label sites I have seen over the years.
CREATING THE RIGHT DIGITAL FOOTPRINT: They say if you fail to plan, you should plan to fail. When launching a new online casino or bingo site, focus on ways to differentiate yourself with strong USPs, and develop a great marketing strategy, ensure a solid relationship with your white-label provider, and always keep player safety as your top priority