We’re back with Episode 5 of Footprints in the Market | Influencing iGaming Season 3, and this week we welcomed none other than our very own Roberto Facchini, Account Manager here at Digital Footprints. Roberto and Managing Director Sharon McFarlane sat down for a chat about all things content, including strategy, trends and compliance.
Why Content is King in iGaming
You’ve no doubt heard the phrase ‘content is king’; it’s a term often used by marketers from across many industries. Does this mantra hold true in the iGaming space? The answer is a resounding yes. Roberto explains why:
“It’s because it’s such a competitive industry, and it’s only getting more competitive and more intense. Brands need to have some way of cutting through the noise and setting themselves apart. I think content is the best way to do that.
“It’s also important for building trust and credibility. It’s a compliance-heavy environment, and content can be used to build trust and tell players that you’re reputable and your products are safe. And obviously, content is important for SEO, visibility and long-term growth; it can be used to drive traffic and conversions.”
Content isn’t just filler to pad out a website. It can be an invaluable tool for iGaming brands, whether it’s used for establishing a voice, building trust, boosting SEO, or all three.
The Role of AI in Content Creation
The rapid development of AI tech has turned the process of content creation on its head. With access to such powerful tools, how has content creation and strategy changed? Is AI tech hurting or helping the process?
Roberto said: “I think it can do both, but it just depends on how it’s used. For me personally, it’s great for getting the ideas out of my head and getting a bit of structure to them. I find that when you’re putting something together, often the longest part of the process is figuring out how it’s all set out and where everything goes. AI is great for that.
“But, there’s the risk that people rely on it too much. Things can end up sounding generic, and you can sometimes tell if someone has just stuck something into ChatGPT and run with it. There’s the AI detector aspect as well, which we’ve had to struggle with because sometimes even something you’ve written 100% from scratch can still be flagged as AI, which obviously throws up all sorts of problems.”
Balancing Creativity and Compliance
In a tightly regulated industry like iGaming, content creation involves working around regulations and taking great care to ensure nothing is in breach of any compliance requirements. What is the best approach for balancing creativity and compliance?
Roberto explains:
“It’s a case of working with compliance, not against it. There’s no point coming up with loads of ideas and then checking if they’re suitable because you run the risk of the best ones having to be scrapped. I think the best approach is to look and think about what you can do, and build around the rules rather than winging it.
“I think putting limitations in place actually makes you be more creative because you need to think harder about how to do something. You need to actually sit down and think about it and come up with a plan and make sure that that plan is going to help you achieve what you want to.”
Roberto and Sharon also discussed:
User Intent and Content Strategy (jump to 05.19)
Trends Shaping the Industry (jump to 08.15)
Common Content Mistakes (jump to 15.01)
Thanks to Roberto for taking part! Watch this space for the next episode of Footprints in the Market | Influencing iGaming.
