Digital marketing for online gambling operators in India

India’s marketing landscape is shifting aggressively towards digital media. Digital marketing is expected to lead, growing at over 30% annually. 

Despite challenges like limited budgets and workforce skills, digital advertising is now a major revenue driver. Digital media advertising in India generated around 576 billion rupees in 2023 alone. That year, the total advertising revenue in India surpassed one trillion rupees, making it one of the largest advertising markets globally.

Projections estimate digital ad revenue will reach almost 540 billion rupees by the end of 2024. This is a tall number to top when TV and print are predicted to generate around 455 billion and 276 billion rupees, respectively. The surge in digital advertising is driven by affordable and fast internet access and increased consumption of content in local languages. 

Businesses are increasingly investing in digital strategies as online video, branded websites, and email newsletters become top channels for return on investment (ROI). Even industries like banking, financial services, and insurance are using platforms like YouTube and Instagram to reach users.  

However, some industries might need to maintain compliance which makes them less aggressive in this adoption. For instance, developing a suitable digital marketing strategy for online casinos targeting the Indian audience requires a careful approach that considers the diverse legal, cultural, and economic landscape. 

Digital marketing for online casinos in India

Marketing gambling games like the Aviator to the Indian audience requires a tailored approach. The strategy needs to take the local market dynamics, legal landscape, and consumer preferences into account. 

Ensuring comprehensive legal compliance is paramount. Geo-targeting can ensure advertisements are not displayed in states where online gambling games like the Aviator bet are banned and avoid legal issues. 

Stringent age verification mechanisms can prevent underage users from accessing the game. This can be reinforced by setting up age restrictions on social media and ad platforms. Focus on platforms with high engagement rates among adults, such as Facebook, Instagram, and YouTube. 

Run interactive campaigns, such as social media contests or challenges where players can share their high scores and win prizes. Create advertisements and game content in multiple regional languages to appeal to a broader audience. Use storytelling in advertisements to create an emotional connection with players.

Integrate culturally relevant themes and imagery in promotions, especially during major Indian festivals and events like the Indian Premier League. You can also partner with local sports teams or events for sponsorship opportunities. Collaborate with local payment providers to offer secure and convenient transaction options, making it easier for users to deposit and withdraw funds.

Marketers are also exploring new technologies and influencer marketing is expanding, expected to be worth 28 billion rupees by 2026. Collaborate with popular gaming influencers and content creators who cater to an adult audience. Influencers can create gameplay videos, tutorials, and reviews to generate interest and trust.

Integrating AI and blockchain technology

Tailoring content to regions where online gambling is permitted emphasises not only a customised approach but also compliance with local laws. For India, transparently communicating the tax implications of winnings to potential users can further emphasise compliance and honesty.

Online gaming in India is subjected to a 28% Goods and Services Tax. This high tax rate has substantial impacts on both operators and players. It can lead to higher costs for players and potential exits of major operators from the Indian market, as has already been observed. However, excessively highlighting the benefits of using licensed offshore platforms where taxation might be less burdensome may fall into a grey area.

Enhanced audience analytics, ad fraud detection, and data privacy measures are essential for the continued growth of digital advertising in India. Social media, especially YouTube, Facebook, and Instagram, are key platforms, with programmatic advertising gradually gaining traction. Implement AI-powered tools to detect and prevent fraud. AI can also personalise user experiences and recommend relevant in-game content.

Collect and act on user feedback to continually improve the game. Given the high mobile internet penetration in India, ensure the game is optimised for mobile devices. A seamless mobile experience will attract and retain more players. Use advanced analytics to track user behaviour, preferences, and demographics to refine marketing strategies and improve user experience. Track the performance of different marketing campaigns using analytics tools. 

Develop loyalty programs that reward frequent players with exclusive benefits, enhancing retention and user engagement. Offer attractive welcome bonuses and promotions to new players. Ensure these promotions are clearly communicated and comply with local regulations. 

This multifaceted approach ensures a balanced and sustainable digital marketing strategy tailored to the unique Indian market.