1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

300000 USD monthly advertising budget [gambling industry]

Discussion in 'BlackHat Lounge' started by oxynom, Feb 15, 2014.

  1. oxynom

    oxynom Junior Member

    Joined:
    Aug 20, 2009
    Messages:
    128
    Likes Received:
    115
    Location:
    Bangkok, Thailand
    Hi guys,

    I had a meeting with my Business Development Director and he assigned for my team a marketing monthly budget of 300000 USD for three month to do branding in a certain country where gambling is illegal. The budget is intended to do advertising online and offline prior to the world cup, so that people are more familiar with the brand and decided to join the sportsbook product of our company.

    Now 300000 USD is alot of budget and we are going to split it to do online and offline advertising. Maybe 200000 USD online and 100000 offline.

    How the marketing and media team did things prior to me leading the team, was to buy media blindly across all semi-relevant websites, magazines and newspapers. Those that were willing to accept gambling related advertising. Most of the big publishers are to afraid to accept gambling related advertising. So we create partnerships with premiere league soccer teams inorder to advertise us indirectly through them in the target market.

    Now my idea is to use part of the budget to build assets for my company longterm. Here are some of my ideas.

    - Build a campaign around the idea of responsible gambling. With this campaign we are able to get into publishers that are previously not willing to work with us.

    - Build mini-sites on relevant topics, like sports, basketball and market those sites instead. After the the campaign is over we still own the website and can continue to marketing with it. Better yet, if those sites get viral then it practically gains traffic by itself.


    If some has time and is willing to share some ideas with me, that would be very welcome.

    Thank you in advance
     
  2. Chris22

    Chris22 Regular Member

    Joined:
    Sep 29, 2010
    Messages:
    400
    Likes Received:
    1,060
    If you are talking about Thailand everyone and their grandmother is gambling here already. Gambling is usually done between close friends/neighbors because there is the trust factor (because it is still illegal). If your product can let people gamble in a secure and pseudo-anonymous way then that's the only way I can see people going for it (perhaps leveraging cryptocurrency, but again, that's illegal here too).

    In typical thailand fashon, you will also need to make a commercial worthy of an oscar.
     
    Last edited: Feb 15, 2014
  3. oxynom

    oxynom Junior Member

    Joined:
    Aug 20, 2009
    Messages:
    128
    Likes Received:
    115
    Location:
    Bangkok, Thailand
    Chris22, thanks for your feedback. The market is indeed Thailand. My company already has around 20000 players from that market and around 20% are active. Our product is an online casino, so they can safely play, deposit and withdraw money.

    If any of you had 300k USD to promote your own online gambling company in this kind of market, how would you do it?
     
  4. BAirborne

    BAirborne Newbie

    Joined:
    Oct 12, 2013
    Messages:
    20
    Likes Received:
    4
    I am not an expert but it would be fun to spend $300k/month.

    Thailand is a small market and $300k/month is lots to spend for online casino. I wouldn't monkey around with blind media buying or building microsites, the roi here will be absolutely brutal and we all know this. Branding can be achieved indirectly through direct response campaigns. Most casino these days advertise 100% to affiliates because there is less risk and it does not require any know how.

    So I would apply to every affiliate program that accepts gambling and provide a generous $250 CPA on a double trigger. Also, I would advertise my affiliate program to all of the master affiliates and everyone else. If you are spending this much money I would also invest in retargeting, sitescout is quite good for this in the casino niche. I would even put an overlay on the homepage going for an email capture. Betfair casino has something like this right now, check it for an example.
     
  5. EddieC123

    EddieC123 Regular Member

    Joined:
    Jan 8, 2013
    Messages:
    346
    Likes Received:
    180
    So you were assigned a $300k monthly advertising budget without a solid proposal of how you were going to spend that money?

    Sounds legit...