Online Gambling During and Post Covid
Online gambling during and post covid along with social media has become a powerful platform for businesses to promote their products and services. US casinos use user-generated content (UGC) and influencer marketing to promote popular games like blackjack, poker, and roulette.
However, the COVID-19 pandemic has brought new challenges for the industry, affecting consumer behavior and business operations. This article investigates the effectiveness of UGC and influencer marketing for US casinos during the early days, during, and post-COVID-19 pandemic era.
It also analyzes how the pandemic has impacted the casino industry and how US casinos have adapted to compete with online casinos.
The Effectiveness of UGC and Influencer Marketing for US Casinos
During the Early Days of the Pandemic
In the early days of the pandemic, many brick-and-mortar casinos had to close their doors, which made it challenging to attract customers. However, some US casinos used UGC and influencer marketing to stay connected with their customers.
For instance, the Wynn Las Vegas casino partnered with celebrity chefs to create cooking tutorials and shared them on social media. Additionally, the casino shared videos of its employees, showing how they spent their time while the casino closed. This helped to humanize the brand and keep customers engaged during the shutdown.
During the Pandemic
The pandemic has increased online gambling, and US casinos have adapted to compete with online casinos. For example, they have offered online versions of popular games like blackjack, poker, and roulette.
Sasso created a series of videos showcasing the casino’s online games and shared them on social media. The campaign was successful in attracting new customers to the online casino.
Post-COVID-19 Pandemic Era
As the pandemic eases and brick-and-mortar casinos continue to reopen, UGC and influencer marketing will be essential in promoting popular games like blackjack, poker, and roulette. For example, casinos can use UGC to showcase their safety measures and promote their amenities. Influencer marketing can also effectively reach new customers and promote casino offerings.
The Impact of Online Gambling
The pandemic has accelerated the shift towards online gambling. According to a report by Zion Market Research, the global online gambling market was valued at $59.6 billion in 2020 and is projected to reach $127.3 billion by 2027.
US casinos offer online versions of popular games like blackjack, poker, and roulette to compete with online casinos. They have also used UGC and influencer marketing to promote their online offerings.
The casino industry faces regulatory challenges related to social media marketing and influencer campaigns. Each state in the US has its own set of regulations governing gambling and advertising. For example, some states prohibit gambling-related advertising, while others have strict guidelines for promoting gambling-related content on social media. As a result, casinos must navigate these regulations carefully to avoid running afoul of the law.
The Impact on the Industry
The pandemic has had a significant impact on the casino industry as a whole. Many casinos were forced to close their doors, leading to massive revenue losses. According to the American Gaming Association, the US casino industry lost $4.5 billion in revenue during the first two months of the pandemic.
Even as casinos have reopened, many customers still need to be more hesitant to return due to concerns about the spread of COVID-19. This has led to a shift in consumer behavior, with more people gambling online rather than at brick-and-mortar casinos.
UGC and influencer marketing can effectively promote popular casino games like blackjack, poker, and roulette.