Industry: Casino and Gaming
The SEO Design Chicago team developed a comprehensive digital marketing strategy to help this casino client increase their online visibility, attract new patrons, and improve overall guest engagement both online and on-premises. Our approach focused on creating an immersive digital experience, leveraging data-driven personalization, and implementing a multi-channel marketing campaign.
412%
increase in organic search traffic for non-branded keywords
267%
increase in online reservation bookings
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189%
increase in player loyalty program sign-ups
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Challenge:
A mid-sized casino resort was facing several marketing challenges in an increasingly competitive gaming market:
- Declining foot traffic and lower than expected occupancy rates in their hotel
- Limited online visibility for potential guests searching for entertainment and gaming options
- Low engagement with their player loyalty program, especially among younger demographics
- Difficulty in promoting non-gaming amenities such as restaurants, spa, and entertainment venues
- Ineffective use of customer data for personalization and targeted marketing
- Stringent regulations around advertising gambling services, limiting traditional marketing approaches
Solution:
SEO and Content Strategy
We developed a robust SEO and content strategy to improve organic visibility:
- Conducted extensive keyword research focusing on both gaming and non-gaming related terms
- Created in-depth guides on popular casino games, betting strategies, and responsible gaming
- Developed location-specific landing pages highlighting nearby attractions and travel information
- Implemented schema markup for events, restaurants, and hotel information
- Optimized for voice search queries related to casino information and directions
Website Redesign and User Experience Optimization
To create a more engaging online experience, we:
- Redesigned the website with a mobile-first approach, ensuring seamless use across all devices
- Implemented virtual tours of the casino floor, hotel rooms, and amenities
- Created an interactive map of the casino, allowing users to explore different areas virtually using Matterport
- Developed a user-friendly online reservation system for hotel bookings and restaurant reservations
- Integrated a live chat feature for instant customer support
Data-Driven Personalization
Leveraging the casino’s customer data, we implemented personalization strategies:
- Developed personalized content recommendations based on user behavior and preferences
- Created targeted email campaigns with customized offers based on player history and preferences
- Implemented on-site personalization, showing relevant promotions and games to logged-in users
- Developed a recommendation engine for the online gaming platform to suggest new games
Multi-Channel Digital Advertising
We created a comprehensive digital advertising strategy compliant with gaming regulations:
- Developed targeted display ad campaigns focusing on specific events, tournaments, and non-gaming amenities
- Utilized programmatic advertising to reach potential guests based on their interests and online behavior
- Implemented geotargeted mobile ads to reach tourists and visitors in the area
- Created YouTube video ads showcasing the resort’s amenities and entertainment options
Social Media and Influencer Marketing
To engage with a younger demographic and showcase the full resort experience, we:
- Developed a content calendar for Instagram, Facebook, and Twitter, highlighting events, winners (with permission), and behind-the-scenes content
- Partnered with travel and lifestyle influencers to create content about the non-gaming aspects of the resort
- Utilized Facebook Live and Instagram Stories to broadcast special events and tournaments
- Created a branded hashtag campaign encouraging guests to share their experiences
Loyalty Program Optimization
To increase engagement with the player loyalty program, we:
- Redesigned the loyalty program interface to make it more user-friendly and gamified
- Developed a mobile app for the loyalty program, allowing users to track points, redeem rewards, and receive personalized offers
- Created a tiered reward system with clear benefits and achievable milestones
- Implemented a referral program to encourage existing members to bring in new players
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Results:
- Organic Search Traffic: The SEO and content strategy led to a 412% increase in organic search traffic for non-branded keywords. The casino now ranks on the first page for over 200 relevant keywords related to gaming and entertainment.
- Online Reservations: The improved website user experience and personalized marketing efforts resulted in a 267% increase in online reservation bookings for both the hotel and restaurants.
- Loyalty Program Engagement: The redesigned loyalty program and mobile app led to a 189% increase in new sign-ups and a 78% increase in active user engagement.
- Non-Gaming Revenue: Promotion of non-gaming amenities through targeted advertising and influencer partnerships resulted in a 145% increase in revenue from restaurants, spa, and entertainment venues.
- Mobile Engagement: The mobile-first website redesign and loyalty program app led to a 312% increase in mobile traffic and a 156% increase in mobile conversions.
- Social Media Growth: The revamped social media strategy resulted in a 235% increase in followers across all platforms, with Instagram showing the highest growth at 378%.
- Player Retention: The personalized marketing efforts and improved loyalty program led to a 34% increase in player retention rates and a 28% increase in average player value.
- Overall Revenue: The combination of increased foot traffic, higher online engagement, and improved player retention resulted in a 23% year-over-year increase in overall revenue.
- Customer Satisfaction: Net Promoter Score (NPS) improved from 32 to 58, indicating a significant increase in customer satisfaction and likelihood to recommend.
