#8: You Are Not Codifying Enough

I’m gonna keep it real with you guys today…  iGaming advertising is boring as fuck.

Some may argue that our hands are forced because we have more rules and restrictions than other industries. But personally, I think that’s a cop-out. Why? Well, even blackhat operators are boring!

(but shoutout to 1xbet guys, you can relax - you are top notch)

In this essay, I’m going to bust three big industry misconceptions. One of these misconceptions is inspired by a GOAT of marketing (no, stop it, not me… thanks, though!) I’m talking about Mark Ritson. 

These misconceptions are:

1. Creativity in iGaming marketing is not important

2. Consumers are tired of advertising 

3. Using lots of brand codes is bad for the brand (seriously!?)

Busting myth #1: Creativity is not important

Let's cut the bullshit, shall we? There's this ridiculous notion floating around our industry that creativity in iGaming marketing isn't important. It's like saying beer isn't important at a football match. Sure, you can have one without the other, but where's the fun in that?

This misconception stems from our industry's obsession with metrics and KPIs, which are used to squeeze every last drop out of marketing spending. We've become so focused on the numbers that we've forgotten the magic that makes those numbers dance.

The Creativity Multiplier

This is a wake-up call for all you data junkies out there: creative quality can be a 12x multiplier on the impact of a campaign. That's right, 12 fucking times. Imagine boosting your ROI by 1200% just by injecting some creativity into your campaigns. Suddenly, creativity doesn't sound so fluffy and unimportant, does it?

But here's the thing - creativity isn't just about making pretty ads or developing clever slogans. It's about finding innovative ways to connect with our audience, stand out in a sea of sameness, and make our brands memorable.

Take 1xBet's collaboration with MORGENSHTERN. They didn't just slap their logo on a jersey and call it a day. They created a whole song that broke the Russian internet. That's creativity with impact, folks.

The Balance of Power

Now, I'm not saying creativity is the be-all and end-all. It's part of a more complex equation that includes media decisions, brand size, and strategy. But it's the secret sauce that can take your marketing from "meh" to "holy shit, did you see that?"

Think about it. In an industry where regulations often limit what we can say and how we can say it, creativity becomes even more crucial. It's our weapon against the sea of bland, cookie-cutter marketing that plagues our industry.

So don't fall for the misconception that creativity is just fluff. It's not about winning awards or impressing your peers (although that can be a nice side effect). It's about connecting with your audience, standing out in a crowded market, and ultimately, driving those precious KPIs we all love so much.

Busting myth #2: Consumers are bored of advertising

Let's tackle another misconception that's as pervasive in our industry as unrealistic bonus wagering requirements: "Consumers are tired of advertising."

Here's the truth, backed by solid data: advertising doesn't wear out. Studies from Analytic Partners, System1, and Kantar all point to the same conclusion - ads can run for years without losing their effectiveness.

Consider this: out of over 50,000 campaigns analysed, only 14 showed signs of wear-out. That's a minuscule 0.028%. 

It's Not the Players, It's the Operators

While consumers aren't getting bored, marketers are. We're constantly itching to change things up, launch new campaigns, and "refresh" our messaging. But in doing so, we're often pulling the plug on effective ads way before their time.

The Long-Game Strategy

So, what's the smart play here? Let's break it down:

1. Exercise Patience: Don't pull your ads just because you're sick of seeing them. Chances are, your target audience has barely noticed them yet.

2. Trust Data, Not Gut Feelings: Use solid metrics to decide when to change your creative, not the new CMO's desire to make a splash.

3. Revive Your Greatest Hits: Got an old ad that used to perform well? Consider giving it another run. Just make sure you've still got the rights to any music or imagery.

4. Allocate Budget Wisely: If your ads have longer lifespans, you can shift more of your budget from production to media spend. It's about maximising your reach and frequency.

Busting myth #3: Using lots of brand codes is bad for the brand

First off, let's get clear on what brand codes are. They're the distinct elements that make your brand instantly recognisable. We're talking logos, colours, taglines, jingles, characters - all the stuff that screams "This is us!" without actually having to scream it.

Far from being bad for your brand, plastering these codes all over your marketing is like hitting the jackpot every time. It's not about being subtle; it's about being memorable.

Consistency is Key

it's not just about slapping your logo on everything and calling it a day. It's about consistently using these codes across all your touchpoints. From your website to your ads, from your app to your sponsorships - everywhere your brand shows up, your codes should be there, working overtime.

The Codification Game Plan

So, how do we play this game? Simple:

1. Identify Your Codes: Figure out what makes your brand uniquely you. Is it a particular shade of green? A catchy jingle? A mascot?

2. Use Them Everywhere: And I mean everywhere. TV ads, social media, website, app, even your customer service chat.

3. Be Consistent: Don't change these codes on a whim. Consistency builds recognition.

4. Evolve: If you need to update your codes, evolve them gradually. Don't do a 180 overnight.

Now, let me show you some great examples:

PokerStars in India - can this be more PokerStars and more India? I love this example.

32Red and their masterpiece campaign is an example of a codification excellence. Colours, patterns, and logo are seen a lot.

When looking at this video, my ex-colleagues instantly hear me screaming, “CODIFY! MORE YELLOW!” It was one of the campaigns we did. We used patterns, yellow, logos, pretty much any attribute we had used multiple times.

The last example combines creativity and the ultimate codification: I think that less than 10% of the time, you don't see a green colour on the screen. And, of course, logos — a lot.

If you remember, I once did this test:

This shit works. Good job, bet365!

And here’s a bonus:

There is too much 1xbet here, but this is a gorgeous piece of marketing. Audio marketing! Those who’ve seen this at least a few times can hear the drum and the melody. Or is this just me? I remember kids in my hometown running on the streets and singing this slogan. How crazy is that?

To conclude

I understand this edition may have come across as a bit abrasive. I, myself, would prefer to use the word passionate! I’m like this because I know of the massive impact this can have if you follow this advice... So just remember this:

- Be bold

- Be creative

- Experiment

- Show ads more

- And codify the shit out of everything (Mark Ritson)

And life will be gooooood!