What gambling companies can learn from the most annoying trend in mobile gaming

Bait & Switch

You have likely seen them on social media in recent years, ads for simple, intuitive mobile games that look like the perfect way to kill a few minutes during the commute. Two particularly popular examples; “run and shoot through gates” (a Top War), and “pull the pin to save the princess” (as with Homescapes).

The only catch? Those games are in fact deeply involved strategy games, focused on city building and house renovations respectively, and the ads are often an elaborate bait & switch to dupe players into downloading. Often the gameplay featured in the ads was not present in the games at all, or only appeared infrequently in mini games and bonus rounds, and did not reflect the overall experience.

And the reason you’ve likely seen so many ads like these is because they work incredibly well. The tactic spread like wildfire across the mobile games industry, forcing both ad platforms and regulators to intervene. In the UK, the ASA censured multiple game publishers, and Meta invested significant resources in discouraging its advertisers from adopting the approach.

What does this have to do with gambling?

There’s an interesting trend in online casino marketing that has significant parallels with the misleading ads trend; the rise of crash/instant games (written about excellently by Domenico Gallotta here). Games like Aviator & Plinko offer that same immediately intuitive gameplay as the pin-pulling mechanic popularised by mobile gaming publishers.

Indeed, some of the more forward-thinking operators have made these games central to their user acquisition methods on social channels. From DraftKings & Rocket, to Roobet & Crossing Road, these accessible, arcade-style mechanics are being used to bring customers in the door, ahead of more traditional slots, or offers.

And it seems to be working. Searches for Plinko and Aviator are through the roof, resonating particularly strongly with new-to-casino audiences and markets.

Crucially, and different to the approach taken by mobile gaming companies, is that the offered product reflects the experience sold in the ads. It’s notable how these crash/instant games often occupy the top lobby spots on a crypto casino, and not buried under higher-yield slot games.

Lessons to take away

• I’ve written before how I feel the gambling industry is largely behind the curve when it comes to marketing its product, and one of the clear takeaways should be that gameplay-focused ads can and do work when properly executed.
• Paid Social can act as the world's biggest focus group. Product & commercial teams should understand the behaviour and intent shown by audiences in relation to their brand's advertising.
• Simplicity sells, particularly when we're trying to grow the audience and bring people into the category. A new wave of operators like Nigel Eccles' Bet Hog and Sean Ryan's Zoot are embracing this.
• Perhaps most importantly; don’t over-sell; if you’re bringing customers in with these experiences, make sure they are readily available, and not buried in the lobby.