Digital marketing budgets rise as events sector remains on hold

B2B agencies see increase in client spend on online sponsorships

iGaming brands are responding to CoronaVirus setbacks by diverting budgets from events to digital marketing, as seen by a number of agencies in the sector, suggests Jools Moore, director of Arrow&Square comms and content consultancy.

As the B2B iGaming industry reacts quickly to the seismic shift in marketing focus for 2020, many have re-routed budgets from cancelled events activities to boost B2B comms, digital, and paid media campaigns.

Jools Moore, director of Arrow&Square comms and content consultancy.

Moore commented, “We’ve seen an influx of enquiries from clients and new connections keen to re-position marketing activities to online platforms across trade media outlets, social media messaging, and paid media sponsorships.   Friends in the industry and other agency owners in the iGaming community are reporting similar focus reviews for brands.”

While there are a number of digital events swiftly springing up from around the global events sector, marketers are not relying on these opportunities to temporarily replace the value of face-to-face networking opportunities, resulting in a new perspective being taken with regard to online messaging and B2B comms.

“Visibility is something that brands have somewhat taken for granted with the global events calendar before now”, added Moore. “With the lack of real world events to gather industry professionals together and facilitate new business discussions and opportunities, brands are showing resilience in quickly adapting their brand awareness and messaging campaigns.”

It’s hoped that industry events may re-start towards the end of 2020, but with uncertainty remaining about the possibility of recurring waves of infection causing further travel restrictions even into 2021, the sector is prudently taking nothing for granted and opening new avenues for continued business communications.

Arrow&Square, a B2B comms and content consultancy with a footprint in Malta and London, is offering free advice for iGaming companies whose marketing communications activity for 2020-2021 has been disrupted by the Coronavirus outbreak.

About SiGMA Expo:

In order to bring key players of global iGaming and emerging tech sectors together, SiGMA Group will host an online conference in partnership with ICE Asia, taking place on June 8-10th, 2020. Register for free here. SiGMA Manila will be now held on the 27th and 28th of May 2021. To become a part of the fastest paced Asian iGaming event, book a pass or sponsor & exhibit here. SiGMA Group will also bring together operators, suppliers, and affiliates, facilitating new business opportunities for both existing and emerging markets at their signature show happening in Malta on November 17-19th, 2020. Book a pass or sponsor and exhibit for SiGMA Malta now.

For those planning to attend the summits this is the buzzing business environment to be expected: