The document discusses predictions from Income Access Group experts for trends in iGaming marketing and technology in 2016. It identifies the following trends: 1) Omni-channel marketing and increased focus on customer experience, feedback, and measuring brand perception. 2) Increased use of big data analysis to optimize marketing spend and measure attribution and customer journeys. 3) Growing importance of precision targeting and affiliates having the right tools to target by region, device, and other factors. 4) Affiliates beginning to develop their own apps to complement traditional marketing models.

1. The Income Access Team’s 2016 Marketing & Tech Trends
Nicky Senyard
CEO
Income Access Group

2. January is a time of new beginnings and looking ahead. How will iGaming
evolve over the next 12 months, and how will technology and marketing
trends influence where we’re heading as an industry?
With these questions on everyone’s minds, we asked our own team for their
take on 2016.

3. Trend #1: Omni-Channel Marketing by Sarafina Wolde-Gabriel, CMO
“Omni-channel marketing will continue to gain momentum and the separation between
traditional and digital marketing will diminish. Furthermore, consumers will demand
higher value in their experience and interaction with a brand and will look for stronger
transparency.
2016 will see more companies engage with their customers in real-time and across
multiple platforms. They’ll also focus on soliciting consumers’ feedback on their
experience with the brand. These insights can then be incorporated in their data analysis
so they can better measure brand perception and value.”

4. “With rising acquisition costs and increased competition, 2016 will see operators putting
more weight on the analysis of big data. This will mean a greater focus on attribution and
how each touch-point in a customer’s journey impacts on their conversion.
Operators will be looking at how to most efficiently spread their marketing spend across
the various channels, and how to leverage strategies – such as remarketing,
branding/awareness and contextual targeting – that most effectively engage their
customers in the conversion process.”
Trend #2: Big Data by Jenny Lu, Director of Client Relations

5. Trend #3: Precision Targeting & Affiliates
by Geoff Smorong, Manager of Account Management Team
“2016 will see precision targeting continue to become ever more important in digital
marketing. While this has been true for some time in other markets and channels, it’s now
also becoming the reality for iGaming affiliates as well.
Having the right tools to properly target advertising efforts by region, device or other
actions is no longer restricted to high-cost display campaigns. This year it’ll become
something every good affiliate needs as well.”

6. “iGaming operators’ apps have been widespread for a couple of years, but I feel that 2016
will be the year that affiliates join the app revolution.
This will have a major impact on affiliate marketing, though I see affiliate apps as
complementing rather than replacing the traditional model of banner ads targeting
desktop players. It will be interesting to see how affiliates adapt and diversify their
strategies to satisfy consumers whose daily reality involves multiple devices.”
Trend #4: The Affiliate App Revolution by Nick Say, Communications Supervisor

7. Trend #5: Digital Video
by Erica Anderson, Manager of Client Relations, SEM & Design
“In 2015, the number of video views on Facebook exploded and online video started to
overtake TV. In 2016 that trend is only set to gather pace.
As a result, digital marketers will be placing even more emphasis on using digital video as a
content and marketing tool. The most successful brands using the medium will create
short, easily digestible and impactful video content for consumers and players.”

8. “In 2016 we will see the affiliates with the most creativity rising to the top. These affiliates
will be looking to exploit as many niches and cutting-edge ways of driving traffic as
possible in 2016.
For example, they’ll be developing apps and focusing on marketing them using app store
optimisation (ASO) and other channels. Being among the first to carve out these niches
and find new sources of unsaturated traffic will be crucial to the success of the small and
medium-sized affiliates who cannot find traffic based on brand recognition alone.”
Trend #6: The Triumph of the Creative Affiliate
by Corey Tardiff, Team Leader of Affiliate Marketing Department

9. What are your predictions for iGaming’s 2016? Tell us
your own forecasts in the comments sections below or
email me at nicky@incomeaccess.com!