Branded casinos create meaningful connections between guests and team members, cultivating loyalty, encouraging repeat business, and cultivating positive word-of-mouth advertising. At the core of this connection lies an engaging brand story.
This research establishes and tests an integrated theoretical model linking physical evidence, brand image and experience with tourists visiting integrated resorts to impulsive gambling behavior. The model builds upon theories of impulse buying and service marketing.
The Role of Branding in Online Gambling
Online gambling marketing is an extremely competitive area. While some studies have emphasized the efficacy of media campaigns that highlight gambling’s dangers, other marketers focus on increasing intent to gamble through promotional offers; such messages tend to be more effective than anti-gambling ones (97).
Branding of online gambling platforms varies significantly. Sports betting sites tend to emphasize vibrant aesthetics that evoke live events while slots place more importance on entertainment and immersive themes. Meanwhile, poker platforms focus more on sophistication with subdued color palettes and elegant design elements.
Other than promotional content, the design of online gambling sites also plays a large role in how players engage with brands. A site’s interface can impact players’ perceptions of trustworthiness and usability; intuitive platforms that are user-friendly may increase engagement while encouraging loyalty; while storytelling through design can turn each interaction into part of an unfolding narrative arc.
The Role of Branding in Offline Gambling
Trajectories of gamblers’ journeys from initial exposure to problem gambling (PG) may be affected by numerous variables, including marketing strategies; however, their influence has yet to be studied thoroughly for online gambling.
In this article, a literature review on digital gambling marketing using time series analyses has been conducted. The dependent variable was new account registrations while independent variables included expenditure on advertising, bonuses, sponsorship and seasonal autoregressive integrated moving average modeling (SARIMA).
Three main themes emerged from our selection of studies. First, sport appeared as an obvious target for digital gambling marketing strategies on social media. Multiple betting platforms and digital gambling marketing tactics on various sports events were observed and this could exacerbate gambling behavior and encourage vulnerable populations to gamble. Furthermore, direct messages via email, text and phone were frequently used to promote specific gambling inducements; this strategy should be closely monitored since such messages may foster the development of a wider gambling culture among young people through repeating positive stereotypes related to gambling behaviors.
The Role of Branding in Integrated Resorts
Integrated resorts are tourist destinations that combine casinos and non-gaming facilities into a tourist experience, contributing multiple revenue streams while drawing in diverse tourists from varying demographics. Branding can be an effective tool in casino marketing – building trust with customers while encouraging them to stay longer can only strengthen its effectiveness in helping attract guests to these resorts.
This study develops and empirically tests a theoretical model that establishes an association between physical evidence, brand image, brand experience, and gambling behavior among visitors to integrated resorts and the type of integrated resort visited. Furthermore, type of integrated resort was found to play a significant moderating role. Experiential marketing proved its worth as key driver of both brand trust and attachment with behavioral intention being positively affected.
However, sample size is limited to Korean tourists and COVID-19 pandemic limits gaming opportunities at some integrated resorts. Future research should examine broader customer segments in order to help integrated resort marketers better understand customer behavior features that differentiate individual customer segments; additionally the relationship between brand naming and identity should be closely explored.
The Role of Branding in Online Sports Betting
As the online gaming market expands, companies compete for customers with unique features, betting options and experiences. While these elements are essential components of brand differentiation, long-term customer loyalty lies with brand strength – communicating transparency, integrity and a commitment to responsible gambling as well as building community support through influencer marketing and charitable causes is what really sets a strong brand apart from others.
Due to the proliferation of online platforms, numerous digital marketing strategies have emerged and been put into action. Although their relationship to gambling behaviors has been reported, few studies have examined their influence on PG development.
Recent research examined the impact of sports-embedded gambling promotion on bettors’ perceptions and behavior. Results suggested that one metaphor used in gambling advertising–“gambling is a sport”–conveyed the message that betting is natural and inherent, prompting positive attitudes about betting among young adult male bettors who are especially susceptible to problem gambling (PG). Furthermore, this type of message had the potential of encouraging problem gambling among this demographic at high risk for problem gambling (PG).
