How to market a no registration casino

It has long been understood that the key to any successful marketing strategy is knowing exactly who your customers are. Personal details such as name, age, gender, location and occupation help marketers to mould and shape campaigns to ensure they tap into their customer’s psyche and engage them with the brand and product they are trying to promote. But when your platform doesn’t require players to create a regular account, how do you market to them?

This is the challenge with a no registration casino where players can hit the reels without the usual, lengthy sign-up and log-in processes.

But there are a number of misconceptions surrounding the concept of a no registration casino, and not just around how marketers go about speaking directly to their customers when they lack details such as an email address and phone number, but also when it comes to the security of the site and the money deposited. Here at Global Gaming we have been operating our no registration casino – Ninja Casino – for some time now and, admittedly, while it is harder to engage with our players than a standard registration site, our KYC and AML checks are even stronger.

Player identified
It is worth pointing out that despite not requiring players to create an account and provide personal details, no registration casinos still know who they are from a verification perspective. In this format, a customer is simply required to make a deposit via their bank to begin playing. But with compulsory requirements for eID services operators learn their name, address and – most importantly – date of birth. Self-exclusion is subject to SSiD, so it is impossible for players to create multiple accounts as they can on sites with traditional registration processes.

These measures go above and beyond the protocols found on a standard online casino. The mechanisms in place completely eradicate underage gambling, while taking social responsibility to the next level by better protecting problem players. That is not to say standard registration sites are not doing similar things and to a satisfactory standard, but there can be unstinting confidence in the measures in place, even without a traditional sign-up.

Due to the very nature of a no registration online casino, players expect privacy both when it comes to their funds and how they are marketed to. It is vital to deeply respect that relationship; offering them a product they enjoy and are excited about without requiring them to hand over reams of information about themselves beforehand. This extends to the measures taken to protect their deposits and funds, as well as how operators speak to them from a marketing perspective.

Marketing is perhaps the biggest challenge for a no registration casino. You have a large player base, but no way of reaching out to them directly through email and SMS. It means tearing up the marketing rule book and looking at new and innovative ways of understanding who players are, and how to engage with them. To do this, you need to build a team of marketers energised by the unfamiliar task in front of them, and who are passionate about taking it on.

Not for everyone
This sort of challenge is not for everyone, and it can take a while to get the right people on board. But it must be done to make serious progress. It is important to realise the limitations no registration marketers are working with – no email campaigns, no unsolicited push notifications, no SMS – could be used in their favour.

Here is a very unique point of difference that can help them stand out from the crowd; in essence, players can access their favourite games as and when they want without having their email accounts and message inboxes bombarded with adverts afterwards.

This, of course, creates some headaches when it comes to retention. How can you encourage players to keep returning to your site when you can’t remind them of the great games, rewards and incentives you offer? The key is branding, and creating a voice loud enough to be heard when your customers are away from the site. For Ninja Casino, a core aspect of our retention strategy is built into the platform – players pause the game, close their browser and we keep the account running until they resume play again.

It is also important to use social media to speak to players, both new and current. At the beginning, a lot of effort needs to be around educating players on how no registration sites work and the games offered. It is a good idea to produce short videos explaining how to deposit, pause play and withdraw winnings, and then share these on the appropriate channels. Social platforms can be used to spread the word about new games, offers, bonuses, and the like to an even wider audience.

This should be underpinned by core messaging around respecting the privacy of players and banging the drum for the simple and easy to use nature of a no deposit casino. Due to the limitations of the format, keep everything – from the design of the site to the user journey – as clear and concise as possible. This means operators can showcase their brands in a positive way without having to do too much explaining. The same approach should also be taken to the bonuses and incentives offered to players.

Keep it simple
Because customers can’t be targeted with personalised offers and rewards, a no registration casino must devise a bonus structure that is relevant for a wide range of players, from casual users to VIPs, in a way that encourages them to engage and explore the different games and features on offer. Again, keep it simple – on Ninja Casino a €20 deposit unlocks 25 free spins while a €50 deposit unlocks 75 free spins to be claimed on four of our games, which we rotate on a regular basis. We are looking to develop this over the coming months so that it is a little more comprehensive, but simplicity will remain a key factor.

It is a very different approach to that taken by marketers from registration sites, but we believe it is a formula that works well for our type of casino. There is a strong case for operators and marketers going too far when it comes to engaging with their players, trying to dial in on their personal needs and requirements. By building a strong brand around an innovative and easy to use product with a point of difference, it is possible to effectively spread the word about your brand without intruding on player privacy.

That’s not to say there aren’t still plenty of hurdles to clear when it comes to player acquisition and retention. But you don’t need to know intimate details about your customers to be able to engage and interact with them. Sure, the challenge may be that little bit harder, but when you get it right the rewards are that little bit greater.