Marketing can be very difficult for lottery companies given all the different laws and regulations. This is particularly true for the United States, in which lotteries are banned completely in 3 states. In the remaining 47, there are very stringent rules in place that aim to make gambling addiction as difficult as possible. The law in places like the UK and Canada are also strict, and it is even the case in South East Asia that there are laws that can prevent companies properly marketing their lottery.
Some cities have gotten around this. For example, Sihanoukville in Cambodia has become like a mini-Las Vegas due to the legality of gambling and has thus attracted swathes of Chinese tourists in particular. In Vietnam, gambling is outlawed altogether unless its for tourists. However, some organizations have managed to still produce effective marketing campaigns that attract many foreign gamblers. So, how did they do this?
The Two Tricks to a Great Marketing Campaign for a Lottery Company
Content Marketing
One of the best ways to promote literally any business is content marketing. Content marketing is when a company focuses on creating and distributing relevant and consistent content with the aim of attracting and retaining a clearly defined audience – all lottery companies should aim to do this.
Free Plays
A very notorious advertising approach in the gambling industry is the promotion of lucrative bonuses and free plays. Many of the most famous companies and casinos offer huge welcome bonuses and free plays to attract customers and keep them playing.
So whether you’re in the US, UK, Vietnam or anywhere else in the world, make sure your lottery company incorporates these two tricks into any advertising campaign to ensure it returns a profit.