Unlocking the power of emotional marketing

The UK gambling market is on the cusp of significant change. The government’s long-awaited review of the Gambling Act 2005 is imminent and it will undoubtedly see regulations and requirements tightened.

Just what this will entail remains to be seen but given that additional measures have been rolled out in recent years – limits on spin speed, a ban on using ambassadors that might appeal to under 18s, etc – it’s clear operators will be expected to do even more to protect players.

This will not only apply to factors such as affordability and providing tools to help customers stay in control of their play, but also how operators communicate with and market to players.

Of course, licensed operators want to meet the highest possible player protection standards, but they must also be able to continue to acquire and retain customers at scale if the UK market is to remain viable for them. We have already seen something of an exodus in recent years.

This means operators and their marketing teams are going to have to look to new technologies and tactics if they are to engage with players but in a way that is compliant with any new requirements.
Future of engagement
To do this, they will have to look beyond email, SMS and push notifications and find ways to communicate to players on a human level. One of the most effective ways to do this is through direct human messages.

The way the technology works is simple. To create a message, the person simply records a video message via their smartphone using the technology provider’s app. The message can then be sent instantaneously or on-demand to audience segments.

Messages can be delivered to thousands of players, specific audience groups or to individuals. This means they can be used for a wide range of purposes from pushing retention bonuses to making personal interventions with potentially at-risk players.

They are especially effective when it comes to communicating with high value and VIP players; they help build a one-on-one, special relationship that other marketing channels simply cannot.

What makes this such a powerful communication and marketing tool is that it allows operators to engage players across key channels and touchpoints with humour, trust, sincerity and with empathy. This is the only way that an emotional connection can be made between brand and bettor.

This connection will undoubtedly be key to being compliant with new market requirements that will likely be brought into force following the government’s review. In fact, I’d go so far as to say that human hologram messaging is the ultimate responsible gambling tool.

Not only can it be used to push bonuses, but it can also be used to communicate with players about their levels of play if they have been flagged as cause for concern. Instead of a text or a chatbot checking in, customer support agents can send personalised holograms.

Again, this is leveraging the empathy and engagement that face-to-face communication provides and ultimately will reflect a brand’s approach to responsible gambling.

Of course, human messages are not without their challenges and especially with the UK regulator banning the use of ambassadors that could appeal to those under the age of 18.

But this doesn’t mean that operators won’t continue to use celebrities and sports stars to engage players and foster connections with their brands, they will just have to be mindful when it comes to the personalities they use.

Again, this is where holograms present an opportunity for operators and their marketing and customer support teams. With direct messages, it is the channel itself that creates that all-important human connection and to a lesser extent the person and message being delivered.

This is the power of emotional marketing and operators just need to identify the right technologies to help them unlock it.

James Riley is CEO and founder of 2mee. He is a creative technologist and an entrepreneur with a vision and passion for the future of digital human communications.