Bridging the Gap: How Microgaming uses effective B2B marketing strategies to increase brand awareness
In an industry as fiercely competitive as iGaming, marketing your brand effectively is just as important as the product or solution you’re providing. In this article, we discuss how Microgaming has utilised effective B2B marketing strategies to cut through the noise and become a leading provider of platform software and technology to the global iGaming industry.
Standing out from the crowd?
Microgaming occupies a unique position in the marketplace in that the company services a purposefully curated set of customers aligned with our vision, which immediately differentiates us from other companies. As a founder and pioneer of technology in the iGaming industry and with a legacy spanning 30 years, we have been able to successfully capitalise on our heritage and pedigree to establish a reputation that serves as our primary selling point to these customers.
So, when you’re not in the business of acquisition, you can invest marketing effort on factors influencing the narrative around campaigns and good causes, employer brand and sharing 30 years’ worth of knowledge and expertise with industry colleagues.?
For example, one of our priority audience groups is jurisdictional regulators, so ensuring they understand our offering helps us secure licences across a number of regulated markets.
The power of participation?
Microgaming will always put our name to expertly curated content such as thought-leadership pieces, industry newsletters and roundtable discussions, on topics that strike a chord with us or where we can impart our knowledge under the premise it will provide clarity on the space we occupy. Our intention is to implore others to join the conversation on subjects we champion such as Diversity, Equality, and Inclusivity (DEI), Environmental, Social and Governance (ESG) and Responsible Gambling (RG), whilst guiding others in their pursuits.?
Microgaming is led by a team of top minds, with both insight and personality in their arsenals, providing us with the opportunity to produce thoughtful, human, and engaging content which can be promoted not only on the company’s promotional channels but employee platforms too. Along with our senior leadership team, we give a voice to the valuable insights, experiences, and expertise of spokespeople across the wider business, broadening the range of topics covered and helping bring out the human side of our brand.??
Our goal is to empower our people to be the voice and vision of the business, communicating our value proposition in a relatable and authentic way across a range of channels and forms of content.?
Utilising B2B social media?
Having amassed a following of over 25,000 on LinkedIn, B2B social media channels play a pivotal role in Microgaming’s content strategy and provide us with an effective platform to engage with key audience segments including our customers, partners, the wider industry such as regulators and the media, as well as the local Isle of Man community. The secondary benefits include the ability for us to lend our trusted voice and extensive reach to the likes of responsible gambling charities, as well as local worthy causes.?
Although LinkedIn remains our central focus, we acknowledge the significance of other social media channels in our overall strategy. Facebook, specifically in terms of employer branding, holds great importance for our business. The Isle of Man boasts an active and engaged Facebook population, making it a valuable tool for reaching local audiences, particularly potential candidates. Additionally, Twitter serves as a complementary platform for audience engagement, allowing us to amplify our voice and actively participate in initiatives like Responsible Gambling Week.
Our approach to engaging with others on these channels is open - we’re not restrained. If a competitor achieves something brilliant and deserves recognition, we will congratulate them in the spirit of encouraging an open and honest industry – and that can only be a good thing for our business and our sector.
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Awards exposure?
Microgaming views awards shortlisting as the external verification we need to determine how our offering stacks up against competitors and are a testament to the qualities we want to embody in our product offering – reliable, market-leading, responsible, robust, and adaptable, all whilst supporting the continued and sustainable growth of our customers.
Microgaming is proud to have secured over sixty industry and non-industry awards over the years, which include several wins at the EGR B2B Awards and the International Gaming Awards in recognition of our platform technology.?
However, our honours extend beyond platform and supplier recognition to our employer brand and Corporate Social Responsibility (CSR) initiatives, with our staff-led CSR programme, PlayItForward, having scooped us several responsibility-related awards over the last several years.?
The evolution of events marketing?
Until 2020, Microgaming had been a committed and highly visible presence at key calendar gaming events. However, Covid 19’s impact on the events landscape changed that.
While we have taken a step back, events remain key – they’re the single in-person channel that enables our people to meet with all business partners in one single location, connect with mutual industry colleagues with ease and socialise outside of a virtual hangout – some things digital channels will never replace.?
Moving forwards, Microgaming views events as an opportunity to support partners such as All-In Diversity and promote responsible gambling charities and CSR initiatives such as PlayItForward.
Final thoughts
The landscape of B2B marketing has undergone a significant transformation in recent years. Within this fiercely competitive environment, it has become imperative to embrace change and act upon the opportunities it brings. Microgaming will always be tenacious, open-minded and focused on continued improvement, but perhaps the crux lies not in chasing the latest trends but in harnessing the power of all available channels and strategies to achieve maximum effectiveness.
What do you think? Feel free to comment below.