MARKETING “SOFTLY” — WHY SOFT POWER MATTERS IN THE WORLD OF MARKETING

Published

2 months ago

15/07/2020

Helmet Guy

Image credit: PlayAttack

I bet you own a pair of jeans. Nearly everyone does.

But how did this denim garment become such a dominant piece in wardrobes across the world?

The Soft Power of Jeans

The jeans were designed to serve as workwear in the late 19th century. However, this “uniform” that was initially worn by American farmers and miners has not merely become a timeless fashion statement. The jeans became a classic symbol of the American West.

Before World War II, the jeans were exclusively worn by Americans and came to acquire certain ideological connotations attached to the West. Gradually, after the end of the war, they started getting popular in the Eastern part of the globe. People began viewing jeans as a symbol of independence and democracy simply because liberal Americans wore them. Buying and wearing jeans was an act of mild rebellion that brought people closer to being American.

This small story illustrates how a piece of clothing became something that served as a tangible projection of the so-called “soft power” of the American nation — a power hidden behind the American ideology.

Soft vs. Hard Power

American political scientist Joseph Nye coined the term “soft power” in the late 1980s, and it is since then widely used in the realm of international politics. Nye defines soft power as the ability of a country to persuade and make others act in line with its interests without resorting to force or coercion.

The whole concept of soft power revolves around the idea that countries can draw on their non-coercive, ideological power to cement their position in the world.

In fact, after the end of the Cold War, US fundamentals such as liberalism and free speech were sought after on an international scale. The US established its position in the world as a global superpower not just due to its financial and military power, but also the appeal of the soft values it came to represent. This “soft power” is what made the US seem legitimate in the eyes of the international community, resulting in less resistance to its wishes.

This US example by no means shows my political views. I don’t mumble “God Bless America” during my sleep. Neither do I own a picture-perfect American house and have two kids running around in my perfectly trimmed garden. I’m just saying that people wore jeans because they thought highly of the Americans. And this persuasive power played a considerable part in shaping the status quo as it is today.

Marketing Softly

The concepts of “soft” and “hard” power can be applied to the world of business, or more specifically to the realm of marketing, which also entails not one, but two separate activities, the so-called “soft marketing” and the “hard marketing.”

It’s no secret that companies want their brands to be powerful. Hence, it’s only natural to speak about power when you discuss marketing strategy.

Hard marketing typically refers to a direct, more aggressive act of selling, whereas soft marketing is defined as something that has a persuasive nature and organically leads to the desired act — which in this case is “selling” a product.

Essentially, soft marketing is about brand building. It’s a subtle, low-pressure method that focuses on developing relationships rather than aggressively pitching your product to a disconnected audience.

Think about it — aspiring authors who have just published their first book have to tirelessly advertise it to get some coverage and generate sales. But do you remember J.K. Rowling advertising her next Harry Potter book? No.

In fact, fans around the world have been begging her to write more. She didn’t have to resort to “hard marketing” techniques due to the relationship she’s built with her audience, and the trust levels that organically come with this relationship. This “soft marketing” not only made J.K. Rowling who she is today, but also earned her a fortune, contrary to the prevailing belief that money only comes with “hard marketing.”

But what makes soft marketing so powerful?

When you create an organic relationship with your audience and learn what they need, you can “suggest” your product in a way that it sounds as “friendly advice.”

This is much better perceived than a direct sales pitch, since you took the time to form a connection before giving that pitch. Audiences today are overexposed to an endless information vacuum, and they are bombarded by sales pitches wherever they go — whether they’re watching a movie, or browsing the internet.

The sales pitches today are even more aggressive. Businesses won’t let you in peace until you finally make that purchase (thanks retargeting). People are seeking for an emotional connection with the brand prior making the purchase. And that is where “soft marketing” comes in.

The PlayAttack Example: Play & Attack

When we were designing our marketing strategy here at PlayAttack, we tried to find the right balance between soft and hard marketing techniques and mediums of communication.

Ironically, even the name of our brand resonates with this whole idea. The “Play” component acts as an umbrella for the soft side of our business — the ideology behind it, the human-centric approach, the humor, and our tone of voice. And this is all present in our video reports that we use as the main medium to reach our target audience and interact with them in what we like to believe is the “entertaining” way to do things.

On the “Attack” side, we use our “heavy artillery” to achieve our business goals, but it’s not my intention to bore you with that.

Final Thoughts

Even though the hard marketing camp ties everything to quantifiable metrics and likes being able to measure the revenue stemming from each marketing activity, soft marketing is essential as it drives engagement and increases awareness. While soft conversions don’t always lead to direct sales, they don’t lack value as they bring further exposure to your message.

Even military strategists agree that “winning the hearts and minds” of the enemy through soft power could be more effective in the long run than bombarding them with superior force.

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Helmet Guy

Helmet Guy is something of an enigma. Ambassador of PlayAttack Affiliates, no one knows his exact identity, but some think he is the Stig’s long-lost brother.

iGaming

LEADERSHIP RESHUFFLE AT COINGAMING GROUP AHEAD OF MAJOR GROWTH PUSH

Published

16 hours ago

11/09/2020

Oliver Cook

Maarja Pärt

Coingaming Group has appointed a new CEO and COO in a major reshuffle.

Former COO Maarja Pärt is taking the reins as group CEO, and will oversee a stronger focus on the Sportsbet.io, Bitcasino.io, and Slots.io brands.

Commenting on her promotion Pärt said:

“Today marks a new chapter at Coingaming and it’s a chapter that in comparison to our beginnings, looks incredibly different. We now have more pioneering projects, partnerships and possibilities than ever before but still, our core mission to disrupt and innovate remains unchanged.”

Former Head of VIP and Customer Support at Coingaming Group, Anita Brinke, has taken over Pärt former role as COO, and will be “overseeing the ascension and outreach of Coingaming’s operations.”

Regarding her new appointment, Brinke said:

“I’m thrilled to be able to take on such a position within the business. Working together with Tim, Maarja and the wider Coingaming Group there’s a sense that everything is possible and as I take on the COO role, I’ll endeavour to keep that spirit alive, ensuring that operationally we’ll also continue to go from strength to strength.”

Following the changes, Coingaming Group Co-founder and CEO, Tim Heath, will be focusing on growing the Group’s venture capital arm, Yolo Investments – who’s portfolio currently includes 44 early-stage fintech and gaming ventures.

Discussing the reshuffle, Heath said:

“We are very excited to extend our focus into banking and disruptive crypto opportunities, alongside our existing gaming and fintech assets; the future looks very exciting. One immediate benefit of these changes is that we’ll be able to work with our the Sportsbet.io and Bitcasino.io brands, spearheaded by our newly appointed CEO, as investments alongside the other 44 the Group has made to date.”

Staying with Coingaming Group, at the end of August, Sportsbet.io came to the rescue of Southampton FC, after the club was forced to abruptly terminate its three-year partnership with Chinese sports content, marketing and entertainment platform LD Sports after just one year.

All original content featured on this site is © Pentagon Digital Limited, 2020

iGaming

NIGERIAN SUPERSTAR YAKUBU TO OPEN SBC DIGITAL SUMMIT AFRICA

Published

18 hours ago

11/09/2020

Oliver Cook

SBC Digital Summit Africa is to open with an exclusive interview with Yakubu Ayegbeni, the Nigerian football legend and Interwetten brand ambassador.

The interview on 6 October 2020, the opening day of the virtual event for the African betting and gaming industry, will see the former striker discuss his playing career and his work with Interwetten’s recently-launched Nigerian sportsbook.

Delegates will have the opportunity to ask questions about Yakubu’s career, which saw him represent Nigeria at the 2010 World Cup, four African Cup of Nations finals and the 2000 Olympics.

At club level, he won the Israeli Premier League twice with Maccabi Haifa before his goalscoring feats in the Champions League earned him a move to the English Premier League. He went on to score 95 times in 252 games during spells with Portsmouth, Middlesbrough, Everton and Blackburn Rovers, and also played an important role in Middlesbrough’s famous run to the 2006 UEFA Cup Final.

The session comes at the start of a busy two-day conference schedule, which will run alongside a programme of skills workshops and networking roundtables, and an interactive exhibition.

Yakubu said:

“It’s a pleasure to be able to represent Interwetten at the SBC Digital Summit Africa and fantastic that SBC is bringing its virtual events to Africa. I look forward to meeting everyone there online.”

Rasmus Sojmark, Founder & CEO of SBC said:

“SBC Digital Summit Africa is our first ever dedicated event for the African betting and gaming industry, so it’s fantastic to be kicking things off with one of the greats of African football.

“We’re excited to hear more about Yakubu’s illustrious playing career, what he’s been doing since hanging up his boots, and his work with Interwetten.”

Kevan Edgerton, Head of International Markets at Interwetten, said:

“Nigeria is already a huge sports betting market in Africa and Yakubu is a brilliant ambassador for Interwetten in that market. Being able to bring him to the SBC Digital Summit Africa is a fantastic opportunity to promote our partnership.”

SBC Digital Summit Africa, which takes place on 6 – 7 October 2020, is the largest virtual conference and exhibition dedicated to the African sports betting and gaming industry.

It features a speaker line-up comprising the very best local market experts and industry thought leaders, who will share their insights and ideas on the region’s best opportunities over two days of conference content.

The event’s advanced digital platform will also deliver an interactive exhibition showcasing the latest products from major suppliers, along with a selection of networking events to help operators, suppliers and investors interested in markets in Africa to connect. Further details about SBC Digital Summit Africa are available from the event’s official website, where delegates can register for a free access pass.

eSports

QTECH GAMES STRENGTHENS CROSS-VERTICAL SPREAD WITH ESPORTSCONSTRUCT

Published

2 days ago

10/09/2020

Oliver Cook

Image credit: EsportsConstruct

Online casino games distributor QTech Games has strengthened its cross-vertical spread through a deal with EsportsConstruct.

The partnership makes EsportsConstruct’s full portfolio, including FIFA 2000, NBA 2K20, Tennis World Tour, and Mortal Kombat, available to QTech Games clients and their players in developing territories.

QTech Games and EsportsConstruct say they have collaborated to optimise the esports experience for traditional bettors with a raft of recognisable titles, whose format and betting markets scale in synergy with the head-to-head competition of ball sports or big fights. This approach is designed to help establish esports betting as a long-term vertical, rather than simply a short-term alternative.

Discussing the partnership QTech Games CCO, Ulf Norder, said:

“It’s rewarding to team up with EsportsConstruct, whose brand shares our own core values around premium content and innovation. Whatever the state of play, the QTech platform is committed to identifying player demand and delivering it, via a game lobby whose machine learning techniques speak straight to wide-ranging markets and varied player preference.

“Esports, virtuals and Augmented Reality represent the next frontier for igaming – and this period of adaptation is now fast-tracking that process for esports which is here to stay. QTech are again leading the way forward in growth markets with an array of breakthrough deals.”

While CCO of EsportsConstruct, Dan Gibas, added:

“As part of the wider entertainment industry, operators are learning to adapt their offerings to accommodate changing appetites.

“As strategies shift, our esports portfolio is winning the day, realising the vertical’s potential by either engaging dormant sports audiences or cross-selling casino players with an organic diversion of attention. QTech Games’ expansive platform was naturally the perfect vehicle with which to distribute our content across emerging markets, particularly on mobile.”

AYO.NEWS says:

Increasingly we’re seeing both suppliers and operators realise that iGaming needs to start seeing itself as part of a complex digital entertainment ecosystem, of which the combined video gaming/esports space is already the dominant part. Of course, this new reality was already forming before the COVID-19 crisis, but there’s no doubt it is acting as a catalyst for even faster change.

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates.

All original content featured on this site is © Pentagon Digital Limited, 2020

iGaming

SCIENTIFIC GAMES & GAMESYS LAUNCH LOCALISED MONOPOLY CASINO IN SPAIN

Published

2 days ago

10/09/2020

Oliver Cook

Scientific Games Corporation and Gamesys Group plc have launched MONOPOLY Casino in Spain.

The new venture follows the success of the MONOPOLY Casino UK site, launched back in 2015, and will offer Spanish players a tailored offering based on the classic board game.

The casino’s games portfolio leverages well-known Hasbro branded games from Scientific Games, many of which are localised for the Spanish market, including MONOPOLY Rising Riches and MONOPOLY Paradise Mansion.

Players will also have access to MONOPOLY Daily Free Parking, a free-to-play game that has been customised to feature some of Madrid’s most famous properties.

Discussing the launch Country Manager, Spain, at Gamesys Group plc, Raul Ibanez, said:

“We’re really excited to be working with Hasbro and Scientific Games once again, bringing the already successful MONOPOLY Casino to a new audience in Spain.

“MONOPOLY is one of the most recognizable brands and continues to entertain players all over the world with new versions of casino games inspired by the classic board game. Together with Scientific Games, we’re taking the player experience to new heights with a truly localized offering for Spanish players.”

While SVP Gaming at Scientific Games Digital, Dylan Slaney, added:

“Combining the power of the MONOPOLY brand with the expertise of Gamesys is a no-brainer for us, and we can’t wait to build on the success we’ve already achieved together in the UK by extending our partnership into the Spanish market.

“We’ve evolved the Hasbro brand in recent years by bringing fresh new gaming experiences that really resonate with players. We’re sure MONOPOLY Casino will be a big hit in Spain and look forward to working alongside Gamesys and Hasbro over the coming months.”

All original content featured on this site is © Pentagon Digital Limited, 2020

iGaming

MARKETING, LOTTERIES AND NORTH AMERICA TAKE CENTRE STAGE ON SBC SUMMIT BARCELONA – DIGITAL DAY THREE

Published

2 days ago

10/09/2020

Oliver Cook

Affiliates, lotteries and the US market take centre stage on day three of SBC Summit Barcelona – Digital, with a line-up of senior executives ready to share their insights on the future direction of these key areas of the betting & gaming industry.

Following on from the first two days of in-depth insights and high-level discussions at the industry’s largest ever virtual conference and exhibition, delegates attending on Thursday 10 September can look forward to three conference tracks.

The Marketing & Affiliation Track, sponsored by Clever Advertising Group, includes a Leaders Panel focused on the evolving relationship between affiliates and betting & gaming operators. Toby Bentall (CEO, Oddschecker Global Media), Simon Pilkington (CEO, KaFe Rocks), Christian De Cailleux (CEO, Skores), and Marcos Oliveira (Chief Affiliate Officer, Clever Advertising Group) are set to participate, with Lee-Ann Johnstone (CEO, AffiliateINSIDER) in the moderator’s chair.

The track also features sessions on a number of topics crucial to driving business growth, such as social media, player retention, sports sponsorship, and alternatives to the traditional affiliate model.

Speakers ready to share their expertise with the audience include Neill Simpson (Brand Director, Mr Green), Eitan Gorodetsky (Acquisition Director, Betsson Group), Dan Towse (Head of Brand, Marathonbet), Yaroslav Stanev (Head of Marketing, Oddspedia), Chris Harrison (Industry Head – Finance Trading & Egaming, Google), and Thomas Ash (Sr. Client Partner – Sports Betting & Gaming, Twitter).

Completing the track is Parimatch’s CMO Ivan Liashenko, who will deliver a presentation detailing how the company developed into a global brand.

The Lottery Daily Track, sponsored by GLMS, will take an in-depth look at a crucial part of the gambling ecosystem, addressing topics such as player protection and the role of lotteries now that many of them also offer betting and casino games. The expert speaker roster includes Jens Nielsen (Sportsbook Director, Danske Spil), Camilla Folladori (Head of Lotteries Concession Renewals, SISAL), Vincent Perrotin (Head of CSR, FDJ), Tay Boon Khai (Chief Risk & Compliance, Singapore Pools), and Thanos Rigas (Sports Team Director, OPAP).

As the business day gets underway in North America, so does the US Market content. It features four sessions addressing how brands can reach American bettors, the progress of state-by-state regulation, the potential investment gold rush, and the future of sports betting.

The expert panelists ready to analyse the next steps in the evolving US market include Greg Carlin (CEO, Rush Street Gaming), Todd Kobrin (CEO, Oddsium), Max Bichsel (VP of US Sales, Gambling.com Group), Bill Pascrell III (Partner, Princeton Public Affairs Group & Trustee, GVC Global Foundation), Daniel Politzer (VP, Equity Research. JP Morgan), and Richard Schwartz (President, Rush Street Interactive).

Outside the virtual conference rooms, KPMG and Pinnacle will be staging workshops on the benefits of automation and the prospects for esports betting in the US, respectively. There are also themed networking roundtables for the Asian, CIS, and LatAm markets, as well as a casino industry session and a gambling affiliate meet-up, all of which will provide an easy way to find and connect with fellow delegates with shared business interests.

Delegates who missed the opening two days will also be able to use the event platform’s on-demand feature to catch up with the conference content they missed. The second day saw a focus on international markets, including the Australia – Pushing Back On Restrictions session, which examined whether online operators would be permitted to join retail bookmakers in offering in-play betting.

Jake Henson, COO of BetMakers Technology Group, suggested that a change in legislation would only be possible if professional sports lobbied for it, something that would only happen if TV ratings began to dip. He said:

“As we know, with time-sensitive millennials, a two-hour field game is difficult to sit through, and they would like to be doing something else. In-play wagering could be a patch-up for that issue – something which the AFL and NRL are going to have to address at some point.”

In the same session, Peter Cohen, Director of The Agenda Group, outlined why online casinos are unlikely to be legalised in Australia in the near future. He said:

“The federal government isn’t going to amend its Interactive Gambling Act to allow online casino games – largely because they won’t get any of the revenue from lifting the ban. The tax revenue is directed towards the state, so there is no incentive for the federal government to have a fight with anti-gambling people to allow online casino games.

“I can’t see it happening. I actually think that getting rid of the ban on in-play betting has a miniscule chance of happening – but lifting the ban on online casinos has no chance.”

SBC Summit Barcelona – Digital takes place over four days this week (8 – 11 September) and features four main zones – Sports Betting, Casino & Gaming, Payments & Compliance, and Affiliate & Marketing – each of which have their own conference tracks, networking roundtables and interactive expo halls.

Click here to secure your free pass for the betting & gaming industry’s largest ever virtual event.

iGaming

THE MILL ADVENTURE AND CASINOBUD SHAKE THINGS UP WITH NEW SOCIAL CASINO CONCEPT

Published

3 days ago

09/09/2020

Oliver Cook

Gaming platform provider The Mill Adventure and Casinobud have teamed up to launch a new casino syndicate product.

The new product, Casinobud.com, launched in Finland in July and went live in other European markets last month. It claims to be the world’s first proposition offering online syndicate betting on video slots and live casino products.

At Casinobud.com players can play casino games together in group sessions, pooling money to aim for collaborative wins. Users can either play with a group of friends, or other Casinobud players online. One member of the group takes charge as captain, and the others are able to follow the progress, chat, and interact via a sophisticated interface. Sessions can also be streamed live via Twitch, giving non-users the chance to watch the action.

Discussing the new product Co-founder and CEO of The Mill Adventure, Dario Arruda, said:

“Casino players have been craving that social interaction, and Casinobud offers them exactly that. I definitely believe this industry first product has a huge future in the casino vertical, and can’t wait to see how it evolves over time. Together with Casinobud, I believe we have created something new and unique here, while making sure it’s done in the right way.

“Our mission at The Mill Adventure is to provide world-class and innovative iGaming platforms, solutions and services that allow companies – from startups to top-tier brands – to remain relevant to their players. We’re doing this by inventing new concepts, operating with an expert team and improving efficiency in all sectors.

“Casinobud is a fantastic example of our commitment to this mission, and I’m thrilled to showcase this cutting-edge concept as part of our ever-growing portfolio of innovations.”

While CEO of Casinobud, Fredrik Sehlstedt, added:

“The concept itself has existed in other verticals within gaming like sports betting and lottery for some time, both in physical shops and online to a certain extent, but it has not yet been made available for all product verticals such as online casino.

“This is a very exciting moment for us and the cooperation we have had with The Mill Adventure, from the planning stage to execution, has exceeded our expectations.

“The strong technical experience and knowledge from The Mill Adventure, and our product vision, was a perfect and essential match to reach the mutual goal for this exciting, yet challenging feature to become a reality.

“What we have launched is just the tip of the iceberg. Together, we are exploring new features, as well as new market opportunities. We have some very exciting times ahead of us and expect to make a big impact on the online casino industry.”

AYO.NEWS says:

Online casino has been crying out for some truly groundbreaking new concept for years. Will this social syndicate model be it? Well, the COVID-19 crisis has definitely increased the demand for both online gaming and online social interaction, so we wouldn’t be surprised if this takes off.