Best loyalty tools and solutions in 2025
Download the report
You plan to roll out a new feature or a product that is supposed to be a game-changer for your acquisition and retention efforts. The in-house team works closely with a vendor’s people, integration goes off without a hitch, you’re several weeks away from the “grand opening”. Support agents are already going through demos, documentation, and knowledge bases and preparing to co-develop the FAQ. But what about the marketing side of things: how do you warm up an audience and maximize feature adoption after release?
In this blog post, we’ll explore content forms and promotional activities you can use to spark an audience’s interest in a feature or tool and boost its adoption. Also, we’ll discuss how to make your materials relevant to various users and where you can reach them. One of Trueplay’s products, CopyStake, will serve as an example topic for a campaign.
By tailoring messaging based on players’ needs, preferences, and motivations, you can make it more relevant, foster a stronger emotional response to a campaign, and evoke a desired action.
If you lack the infrastructure to adapt communication and offers for each user, you can still implement segmentation. iGaming brands consider various factors to define content and communication that resonate with target audiences the most specifically:
Maximize your reach and package the news in various content forms by putting all available channels to work. Let’s review common media operators use.
The website makes it possible to communicate the new feature in the largest number of ways and formats, each requiring varying levels of effort and time from end-users. You can use homepage and lobby banners, promo videos, landing pages, pop-ups, and blog posts, PDF and video tutorials, and release date countdowns.
This is one of the website banners our clients can download from the Content Library:
All promotional assets in the Content Library can be downloaded from Google Drive and are available as Figma files.
Place a promo video in the hero section of the homepage so that every platform visitor sees it upon signing in. The short but catchy video should answer the main questions about the product or feature and highlight its value for users. At the end, add a call to action or a cheerful message. In this video, we build the storytelling around the capability of copying and briefly explain what the tool does and how to use it. Check it out:
Such content is suitable for various channels. You can include the link in an email and a blog post and resize it for social media.
Draw and maintain the audience’s attention to the feature or product through storytelling. Consider posts about an upcoming release, a product’s benefits, specific features, feedback from first users, short how-to videos, and polls.
Additionally, partnerships with big names in the iGaming world would allow you to cast your net wider.
Operators build communities on Facebook, Instagram, X (Twitter), Telegram, and TikTok. According to a recent SOFTSWISS survey on digital marketing strategies, about half of iGaming brands (51.1%) noted Facebook as the most effective platform for interacting with potential players. Instagram ranked second with 22.2% of voters, while X and LinkedIn came in third (6.7%).
Running a promo campaign on less mainstream platforms (Telegram, Discord, and Reddit) is also an option. Moreover, iGaming brands that manage groups and communities on these websites engage with warm audiences — people who are interested in what they do and offer.
Digital ads on entertainment or gaming-related websites, search engines, and social media help introduce your new product to a wide audience.
If you plan to promote your thing via digital ads, but don’t know where to begin, these are your first steps:
Meta requires businesses to submit an authorization request in the Meta Business Suite. According to Google policies, brands must get a gambling certification for their Google Ads account.
Ensure your ads comply with local regulations and platform-specific ad policies regarding iGaming content. In other words, understand what services you can promote in a given region, what wording and media assets you use, and what demographics you target.
Compared to paid media, email is a relatively inexpensive marketing channel. For example, managing campaigns with email marketing tools for 5,000–5,500 contacts costs $40–$110 per month on average. Yes, audience response to email campaigns may be considered modest: about one-third of recipients open letters, based on Mailchimp cross-industry benchmarks. However, people on a mailing list are existing customers who have opted to receive updates about the business and its services. They are more likely to try a new feature if it’s introduced to them. So, by using this channel to nurture clients, you can potentially increase their lifetime value.
Email marketing platforms, such as Klaviyo, Omnisend, HubSpot, Moosend, and Mailchimp, are a must for your digital toolkit. They speed up and simplify email creation through drag-and-drop editors and templates, enable autosending based on player behavior triggers or according to a schedule, allow segmenting users, as well as tracking and analyzing campaign performance.
By the way, with the email template for CopyStake announcement, you would only need to add your logo and links. You’re welcome to use it.
SMS deserves a spot in your channel mix thanks to high open rates (98% on average, according to Sender) and the opportunity to reach players directly on their phones, bypassing inbox clutter or social media feeds. Moreover, these messages are generally read within minutes.
Our advice is to coordinate messaging via emails and SMS to avoid overcommunication and annoying players. For instance, on the launch day, send an SMS inviting members to check the new product out to those who opened the feature announcement email earlier. For those who missed the initial email, you can send a text message recapping the information.
Additionally, comply with privacy protection laws, ensure users from your contact list have given their consent to receiving marketing messages during registration.
SMS marketing software will become your central control hub for creating text message campaigns, managing contact lists, including segmenting users, and monitoring results. These platforms include Twilio, Insider, SlickText, Textedly, Klaviyo, and Sinch.
Using different channel combinations for customer segments can enhance campaign performance. To identify the media where user groups are most responsive to messaging, gather and analyze historical engagement metrics. These metrics include email and SMS open rates, app notification clicks, and reach, likes, and saves for social media posts, customer support logs, and transaction data.
Focusing on feature or product functionality can give you extra promo ideas. To create more buzz about CopyStake among potential users, consider collaborating with influencers who play casino games on streaming platforms like Twitch and Kick. These internet celebrities could present your tool once per hour during their livestreams and invite fans to join upcoming CopyStake broadcasts on your website. Offering a promo code for a first deposit on your platform can serve as an additional incentive for new users. Additionally, streamers can add a dedicated banner to their streaming profile page.
Limiting influencer collaborations only to streaming websites would mean reducing the reach of your campaign. What you can do is shoot a promo video with entertainers and share it across your and their social media. Additionally, you can run the video on affiliate websites and your homepage. We have prepared three scripts for this type of video, so feel free to use them.
***
To carry out successful promo campaigns, you must achieve three goals: draw the audience’s attention, convey the value of a new feature or a product to users with varying wants and needs, and, eventually, nudge them towards the desired action. Here’s how you can make it happen:
If you have questions about our products or need advice regarding promo strategies, don’t hesitate to contact our marketing team.
