Gambling Companies on LinkedIn — Are They Getting It Right?

Starting a business in the iGaming industry now comes with a question: What social platforms should we use to promote a brand? And I think it is great that most of the owners understand the importance of social existence. For me personally, as CEO of an online casino gambling development studio, it has become a TOP priority, as from the very beginning Gamzix was a global story. And there is no better way to grow a worldwide community and business than being part of it.

In Gamzix we use various social platforms for promotion: Instagram, Facebook, Twitter, YouTube, and, of course, LinkedIn. We put the most effort into the last one, as we perfectly understand that there is no better place for the B2B segment of the gambling community.

Here are my TOP benefits for growing your business here:

• Targeted Audience. LinkedIn's user base consists of professionals, making it an ideal platform for B2B marketing.
• Brand Credibility. Sharing valuable content and engaging in meaningful discussions can establish your brand as a thought leader in the industry.
• Networking Opportunities. Building relationships on LinkedIn can lead to new business opportunities and collaborations.
• Recruitment. By maintaining an active company page and showcasing the company's culture, you can attract top specialists.

Using LinkedIn to promote a company in the iGaming industry requires a strategic approach that takes into account the platform's professional nature and its specific nuances. Here is advice that helps gambling companies in this way:

1. Сommunication via the personal brand

One of the most vital strategies I've found so far is growing a personal brand. It’s essential not only for the CEO but also for team members. A social network of 1 person is nothing compared to a social network of 20-30-50-100 team members, who help to expand connections and attract different people to the community. Also, the idea of being the voice of your company by sharing the values you follow, ideas, thoughts, and debates on various topics seems powerful to me. And I like to see how it’s working in my own example.

2. Engaging with audience

Personal brand = constant communication + understanding of the audience’s needs. I saw many "dead" pages on LinkedIn, where businesses post regularly. Why are they dead, you ask? In my opinion, they just follow the wrong strategy. The idea of content creation is to be useful for your community and show up in different ways to attract attention and stand out. I suggest using various content, creating polls, introducing the team, showing social activities, the company’s life and work, giving feedback, and beginning discussions. Content strategy can change depending on the business’s goals and followers' activity. Regularly review LinkedIn analytics to track the performance of your posts and campaigns.

3. Growing a professional network

I like how social media erases boundaries and gives me the opportunity to know so many amazing industry specialists. We are living in different countries or even different parts of the world, but it doesn’t change anything. I love that after meeting online, we can come to an IGaming event, break the distance, and greet each other like old friends. My idea of professional growth is to take the best from the best in the industry. And by enlarging professional connections, I bring new ideas into my own company.

4. Development of the HR brand

The importance of having good experts on the team is undeniable. But what is more valuable is attracting people who will share the vision and ideas of the company. Building a strong HR brand is a contribution to future growth. A brand that is known for offering a positive workplace culture, competitive compensation, and growth opportunities will be more likely to attract the best candidates. Also, building a positive HR brand can enhance a company's reputation and credibility. This can lead to better relationships with partners, investors, and customers who trust that your company values its employees.

5. Using trends

Every industry has its own trends and specific content that only a certain amount of people understand. Also, there are wider trends that you can adapt for your business to follow current people’s obsessions. Using "hot" content helps to interact with the audience, show yourself as a modern company, and attract new leaders/followers on this wave. Enlarging a community by using trending ideas means attracting potential players.

6. High-Quality Content

Develop a content strategy that includes a mix of content types (e.g., text, images, videos, and infographics) and aligns with the brand's message. I know how much time and effort it costs, but the result is definitely worth it. Prioritize creating valuable, informative, and engaging content that resonates with your audience. By interacting with it (liking, commenting, and, more importantly, sharing), they grow recognition of your brand.

7. Gambling ethics and responsible gaming

Last, but not least, I feel it is extremely important to talk about responsible gaming and creating a safe space for the players. Before entering any new market, we evaluate the regulatory framework and laws that govern the gambling industry. Rules are rules, and by following them, we are letting people feel control over their finances and gaming experience.

Building a strong brand in the iGaming industry is impossible without taking advantage of social media platforms. Gambling companies have to take a closer look at LinkedIn as a form to enlarge their community and grow brand recognition. Only by taking it seriously, new and well-known companies will make a new quality step in their company’s development.

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