The Secret Weapon of iGaming Marketers: Mastering AI Prompts for Better Results

The Secret Weapon of iGaming Marketers: Mastering AI Prompts for Better Results 

I was chatting with a sportsbook marketing director last month when she confessed something that surprised me. “I’ve got access to different AI tools,” she said, “but I don’t get what I need from them half the time. It feels like I’m speaking a different language.” 

She’s not alone. In the fast-moving world of iGaming, we’re all racing to harness AI’s potential, but many of us are missing a fundamental skill – knowing how to talk to these systems effectively. 

Think about it this way: if you were briefing a new team member, you wouldn’t just say “do some marketing” and walk away. You’d give context, explain what success looks like, and provide the information they need to deliver great work. 

It’s the same with AI. The quality of what you get out depends entirely on what you put in. 

In our experience, marketers who master the art of effective prompting consistently produce better outputs, whether developing brand strategies, creating content calendars, or briefing their agencies. 

So how do you transform vague requests into prompts that deliver precisely what you need? That’s where our CRAFT framework comes in. 

The CRAFT framework 

We’ve developed the CRAFT framework to help you consistently create effective prompts. Each letter represents an element of a well-structured prompt: 

C – Character: Establish the AI’s role
R – Realm: Define its expertise
A – Audience: Who will consume the content?
F – Focus: Set a clear aim
T – Template: Request a format 

Let’s look at how this works in practice with some examples relevant to iGaming marketers. 

Before and after: The transformation of a basic prompt 

Basic prompt: “Help me write a brief for our new sports betting promotion.” 

This lacks specificity, context and direction. It’s like asking a new team member to “create something exciting”. It’s too vague to get good results.  

Improved prompt using CRAFT: 

• “You are a senior marketing director with extensive experience in player acquisition and retention,” (Character) 

• “With deep knowledge of regulated European sports betting markets and compliance requirements.” (Realm) 

• “Create a brief that will be shared with our executive team and creative agency” (Audience) 

• “For a promotion targeting casual bettors during the upcoming Champions League final, emphasising responsible gambling alongside our enhanced odds offering.” (Focus) 

• “Structure the brief with clear sections for objectives, target audience, key messages, success metrics, and compliance considerations.” (Template) 

The difference in output quality can be remarkable. The first prompt might generate generic marketing advice, while the second delivers a comprehensive brief that considers regulatory nuances, audience segmentation, and clear objectives. 

Let’s try another example from the marketing director’s chair. 

Basic prompt: “Create social media content for our casino brand.” 

Improved prompt using CRAFT: 

• “You are a social media director who specialises in engaging gambling audiences responsibly” (Character) 

• “With expertise in creating content that balances entertainment with compliance across Instagram ” (Realm) 

• “Develop a content plan for our VIP players and potential high-value customers” (Audience) 

• “To promote our new live dealer games while highlighting our safer gambling tools and commitment to responsible gaming.” (Focus) 

• “Present your plan as a weekly content calendar with specific post ideas, optimal posting times, and engagement metrics to track” (Template) 

The enhanced prompt will generate a strategic content plan addressing the specific challenges of iGaming marketing while ensuring regulatory compliance, which generic AI responses often miss. 

The art of the follow-up 

Creating a good initial prompt is crucial, but knowing how to refine and improve through follow-up prompts is equally essential. Here are three effective follow-up tactics: 

1. Refine the output: “That’s a good start. Could you adapt this specifically for our mobile app users?” 
2. Add detail: “Now include examples of how we might include major sporting events in our content calendar.” 
3. Polish: “Rewrite these social posts to reflect our brand voice, which balances excitement with player protection.” 

Think of these interactions as a collaborative process, like giving feedback to a trusted colleague. You provide initial direction, review the work, and offer guidance for improvement. 

Practical application  

The best way to master prompting is through practice. Start by identifying tasks your team handles regularly, perhaps developing promotional briefs, creating content calendars, or planning customer communications. 

Apply the CRAFT framework to create a prompt for one of these tasks, then refine it through several iterations. Save your most effective prompts in a shared document for your team to use and build upon. 

For example, a marketing director might create a standard prompt template for briefing agencies: 

“You are a chief marketing officer with expertise in the iGaming sector.  

Draft an agency brief for our quarterly campaign focusing on [specific product/service].  

The brief should outline our target audience of [audience details], campaign objectives including [key metrics], key messages that emphasise [brand positioning], and compliance requirements for [relevant jurisdiction].  

Structure this as a formal document with sections for background, objectives, audience, deliverables, timeline, and success metrics.” 

Future-proofing your marketing approach 

As AI capabilities continue to evolve, your ability to communicate effectively with these systems will become increasingly valuable. The marketing teams that thrive will be those that can translate business challenges into well-structured prompts that leverage AI’s full potential. 

Where does your organisation stand in terms of AI readiness? Our AI Compass assessment evaluates your capabilities and compares your progress with your peers. It takes less than five minutes. 

Click here to take the AI Compass Assessment.