We all have one competitor we love to hate. One brand that always has the biggest budget and more of the market. This makes a marketer’s job extremely difficult as a result.
If you’re in the gaming market, you’re probably thinking: Bet365.
And with good reason. Over the past few months, Receptional’s gaming team have been investigating the search market (if you’re in a rush, you can download the eBook here).
We evaluated the performance of gaming brands. And one thing is clear: Bet365 is the standout operator. There are as many searches for Bet365’s brand as there are for its top three competitors combined (see the table below for the top 10 UK brands).
Unless you’re the performance marketing manager at Bet365, this doesn’t look great, does it?
The firm has the biggest budgets, the largest online market share, and the highest paid CEO. Denise Coates took home £323 million last year.
The good news is that, as we plan for the year ahead, there are plenty of opportunities available:
1. The Market is Large
Which always means opportunity, provided you choose your niche. Receptional’s gaming team discovered UK consumers made more than 5.5 billion gaming-related searches last year (that’s 5,515,280.880 searches, if we’re being precise)!
Whether consumers are searching for Cheltenham tips, casino games, or Wimbledon odds, there will be relevant opportunities for you.
2. Marketing Technology is Changing Quickly
In the search market, this means Google’s technology. Today the search giant is collecting more data about us than any other entity. Google knows who we are, where we are, what we’re searching for, and how and where we’re betting.
Which means that, provided we respect the searcher’s privacy, we have access to a treasure trove of audience data to use in our campaigns.
3. The Sector is Growing
Google predicts the number of searches will increase by 5% this year. While YouTube searches are likely to be up by 30% year-on-year.
So, provided you understand the market and embrace the latest tech, we are confident you’ll be able to outperform Bet365 in the coming months.
It’s why we’ve published a new eBook – “What’s new in Gaming PPC? (Or, How to Batter Bet365 in 2020)“
We’ve packed it with useful insight, including:
- How can you use machine learning to improve your search campaigns?
- What are the newest audience targeting methods? And how will they affect your activity?
- How can you get the most from your YouTube campaigns?
Click here or below to download your free copy.
If you’d like to talk in more detail about the tactics we recommend, we’d love to hear from you. Contact us today to get things moving.
Meanwhile, all the best for 2020!