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Why LeoVegas takes a lionheart approach to marketing innovation

September 20, 2016 | 4 min read

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In less than four years, LeoVegas.com grown rapidly to become Europe’s number one mobile casino.

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When LeoVegas issued its quarterly results for Q2 of this year, some industry commentators expressed surprise at the fact that, while total revenues grew an impressive 67 per cent to €31m, the marketing spend for the quarter was €18.7m - or 60 per cent of total revenues.

If they knew a little more about the history and ethos of the company, however, perhaps they would not be so surprised.

In just a few years, LeoVegas has gone from a completely unknown brand with a zero customer base to be the fastest growing mobile gaming company and the European market leader in mobile casino. The business concept behind LeoVegas is to use mobile to create the ultimate gaming entertainment experience through product, technology and marketing innovation.

The company was founded by Gustaf Hagman and Robin Ramm-Ericson in 2012, based on the realisation that smartphones would revolutionise the gaming industry. As such, ‘mobile’ is in the very DNA of the company and our perspective has been ‘mobile first’ from day one. In some ways, that’s been to our advantage and helped to fuel our growth, but it also means that we’re often the first in our industry to try something new.

Part of the increase our marketing spend in Q2 was due to the company testing and evaluating new marketing concepts for the first time, some more successfully than others. For example, elements of these investments attracted more new customers than expected, but in some cases with relatively low deposits and high bonus costs. Obviously, on an ongoing basis, we analyse the performance of each channel and each campaign to optimise our efforts in the future.

Of course, another huge element of the increased marketing spend was down to the fact that we successfully launched our new sports betting offering in time for the European Championships and also promoted our live casino offering, with new suppliers and games added to the mix.

Technical and product innovations are the lifeblood of LeoVegas. Operations are based in Malta with in-house technical development taking place in Sweden. Our parent, LeoVegas AB (publ), also invests in companies that offer games via mobile devices and desktop, as well as companies that develop related technologies. Unlike many of our competitors, we partner with a wide range of leading software developers to ensure a wide range of high-quality mobile games applications for our mobile casino.

In terms of marketing, we’ve innovated with some of the most attractive bonus offers on the market for both new and existing customers and we’re continuously looking to exploit the opportunities that the mobile digital channel opens up to us. During 2016, LeoVegas has so far won nine awards, including international awards for “CRM campaign” and “Mobile Marketing Campaign” of the year.

So while we don’t expect to spend 60 per cent of our revenues on marketing every quarter, we’ll always remain true to our ‘mobile first’ ethos and support the innovation required to take the mobile gaming experience to new heights.

Tony Gahnsted is marketing manager at LeoVegas

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