No one denies the fact that the online casino industry has become extremely competitive and motorsport fans are a number one target.
Looking at the statistics, the global online gambling market, which Mordor Intelligence values at $91.63 billion, will have reached $153.6 billion by 2030. This equates to a 10.88% compound growth per year, meaning the industry will only become more competitive.
And if brands have to stand out and maintain their edge, they must be innovative and strategic. One strategy, which many have already implemented, is adopting advanced bonus structures like free spins.
As first reported by Erik King, these features can make the gameplay more engaging, converting casual visitors into loyal consumers. However, using these features to only target the gambling market may not suffice.
Other niches, such as motorsport, offer lucrative opportunities for casinos to reach new markets. Can you believe that, according to Nielsen Sports, Formula 1 is the most famous annual sporting series with more than 750 million fans globally?
As if that’s not enough, interest in the series has increased by over 5% since 2021. You do not want to miss out on a market that has such tremendous growth potential.
Sponsorship that goes beyond logos
Sponsorships are good because, besides providing funds for Formula 1 teams they help improve brand reputation. They help show a brand is reliable and worth exploring. It’s just like when a trusted friend recommends where to buy, say, a phone.
Usually, people buy from the recommended brands because they trust their friends. Similarly, when a casino collaborates with a reputable name, it sends a message of trust.
Such partnerships always come in handy for players who must trust a brand before transacting. And such consumers aren’t a few. According to Zendesk, 83% must be able to trust first before transacting.
Of course, no reputable racing team will want to partner with a scam. Fans know this, so they easily trust casinos whose logos feature on cars and driver suits. But for online casinos, slapping a logo on a car might not be enough. You want to give it an approach that will make fans more connected.
This could be something like offering race-weekend fan zones or exclusive streaming access. Surprisingly, about 59% of sports supporters have expressed their willingness to pay extra for a streaming video service with all their favourite sports in one place, further highlighting the power of integrating streaming options.
Operators could also sponsor a ‘pit wall live feed’ during races, where fans get real-time telemetry data or behind-the-scenes team radio in exchange for signing up. The idea is to bring supporters closer to the race they already love. This helps improve fan connection to the sports while presenting your brand right before their eyes.
Building motorsport-themed games
Have you ever been to a new place and suddenly bumped into an old-time friend? For most people, such places begin to feel homey because of meeting a familiar face. In the casino industry, thematic games make gambling feel more relatable, which causes players to become more connected.
And the higher the player connection, the more likely brands are to experience higher retention rates. Thematic games ensure motorsport supporters don’t just engage in generic cherries and lucky sevens.
Think of them as a slot game where reels feature iconic helmets, tyres and podiums. Or better still, a blackjack variant themed around pit stop strategies. Multiplayer tournaments could also simulate races between players, where successful outcomes unlock achievements like crossing finish lines.
Well, this trend is not entirely new in the gambling industry. Slots like Derby Wheel and Big Bass Day at the Races are already bringing racing thrills to casual gamers. But again, casinos could go further by blending motorsport IPs with gambling mechanics. Delivering such experiences can help improve player retention by building a sense of exclusivity.
Take advantage of popular preferences
Like other people, racing enthusiasts likely do most of their things on mobiles. So, if you have to appeal to them, your website must be mobile-friendly. Websites that perform poorly on mobile devices can hurt the gameplay and discourage return visits.
According to UXCam, 48% of customers perceive such experiences as a company not caring about its operations. And how do you expect to prove your company’s credibility with a poor website design?
This is why adopting the responsive design approach can be handy. Responsive designs offer excellent mobile encounters using auto-adjustable layouts that look and function well, even on smaller screens. Besides ensuring mobile-friendliness, diversify payment options. With more than 750 million people supporting motorsports, you can be sure payment preferences here vary significantly.
While some fans may favour credit and debit cards, others prefer digital wallets like PayPal. Ensuring each of these preferences finds something relevant on your platform helps widen your reach.
And as you work hard to cater to multiple preferences, don’t ignore the seamlessness of the payment methods. This allows companies to attract up to 80% of consumers, who, according to Testlio, prioritise easy payments over any other e-commerce feature.
Targeting the racing crowd offers a strategic opportunity for casinos to diversify their reach. However, it may not work if casinos are just average. This audience is super discerning and knows what precisely it wants.
By aligning with contemporary shifts like the increasing mobile phone usage, operators can always be sure to appeal to motorsport fans. Integrating racing-themed slot games and partnering with top names like Lewis Hamilton could also help attract and retain many fans.
