How to improve the marketing operations of a casino in Peru
The casino market in Peru has gone through a major shift since Law No. 31,557 came into force. The new regulation has opened the door to new operators, both domestic and foreign, which means more competition. To stand out in this new scenario, operators need to adopt more effective marketing strategies and operations that go beyond acquiring new accounts and pay close attention to retaining existing users. The player who leaves rarely comes back, and offering a smooth, personalized experience is key to scaling the operation through marketing.
What are Peruvian players like?
Seventeen online betting houses operate in Peru, generating around 4.5 billion soles per year. Among more than eight million players —mostly men between twenty and forty-five years old— some 150,000 bets are placed daily. 38% of the population has played at least once and 16% bets once a month or more. Peru is, after Brazil, the second Latin American country with the highest volume of sports betting; on top of that, 90% of those bets do not exceed five soles.
For 66% of Peruvian players, gambling is mainly a form of entertainment. As for responsible gaming, 52% believe it means playing regardless of the result, 51% associate it with not spending money you don't have, 38% consider it essential to play only on legal websites, and 13% say you should not try to recover losses or see gambling as a way to make money.
This audience is diverse and has distinct preferences and behaviors. Poker table regulars don't behave the same way as slot machine fans; that's why operators must offer precise, personalized recommendations based on demographic and behavioral data to optimize their marketing operations.
Acquiring new players through marketing
To attract new users, operators rely on banners, affiliate programs and CPA campaigns, although acquisition costs keep climbing and regulations change often. In Peru, a common strategy is to use brand ambassadors: 46% of players trust TV presenters, 41% trust professional players, 39% trust actors and actresses, and 25% trust soccer players.
Retaining players
Retention can be just as important as acquisition, or even more so, especially given the rising acquisition costs that are unsustainable for small and mid-sized operators. To hold on to their users, casinos offer bonuses, tournaments, missions and reinforce their security systems. They also need to provide distinctive experiences that keep the player engaged and prevent churn to the competition.
The future of marketing operations in Peruvian casinos
The outlook for the Peruvian market is positive: a compound annual growth rate (CAGR) of 11.49% is forecast worldwide for the 2021-2026 period. That said, operators will have to adapt to an increasingly competitive environment and to shifting player expectations. Effective, personalized marketing strategies, combined with a smooth user experience, will be decisive in standing out.
If you want to dig deeper into marketing operations in Peruvian casinos, you can download the full report here.
