Paddy Power is known not only for being one of the biggest names in online casino gaming, but also one of the market leaders in the mobile space. With various apps for their gaming and sports betting properties, they offer one of the most comprehensive suites of gaming options for iOS players. However, with such a quantity of opportunities available, they are finding that some of their great apps are becoming lost in the shuffle. However, that all looks set to change as the company implements a new brand-led approach that will encompass all of their mobile casino gaming properties.
Rather than continuing to market their gaming apps as standalone pieces of software that are promoted on their main website, they are looking to expand their reach towards a number of new customer segments using two major marketing strategies. Firstly, rather than relying on their named apps like Deal or No Deal for views on the app store, they are planning to target more generic keywords such as “casino”. The fact that All Slots Casino currently sits top of the charts in the App Store indicates just how powerful the word “casino” alone can be in building a brand and attracting players.
Secondly, Paddy Power wants to make use of their own brands across more of the games, with Paddy Power Vegas and Roller Casino being two of the primary targets. If you’ve played any of their apps that don’t specifically mention the Paddy Power name then you’ll undoubtedly have noticed that aside from a small graphic stating something along the lines of “Exclusively by Paddy Power”, the brand is missing from everything but the product description.
Ian MacLeod, the senior marketing manager for games at Paddy Power, put the new drive into perspective, stating: “For us there are three areas of search: There’s brand search, there’s paid search then there’s App Store search. We believe that we’re bringing some of the strongest selling points to the market, including our gameplay.”
With more and more online and mobile casinos releasing apps onto the respective stores, players can expect not only a wider range of choice and variety but also some aggressive marketing. In the same way that Google is so important for the main online sites, the App Store itself and the surrounding ecosystem are proving to be an important part of any brand awareness exercise, with a captive audience that is almost certainly targeted without much additional work from the app provider.
For Paddy Power itself, the company is looking to leverage the sheer number of apps that it has both on the current app store today and in development with partners such as Probability. If you want to get on board with arguably the biggest casino app selection of the moment, then we’d definitely recommend checking out our Paddy Power Mobile Casino review. While it primarily covers the main casino experience, you’ll also see plenty about their existing apps. With how the selection works, a single Paddy Power account, whether registered online or through your mobile, is all that is required to get up and running on any one of the great games on the App Store.