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Some marketers believe that gambling goes through a decline in winter. They say that the cold season spoils the mood and dampens the excitement, which makes advertising campaigns less profitable. However, this is easily refuted if we recall one interesting detail: in the northern and southern hemispheres, the seasons change in the opposite direction. For example, in July in Canada, the heat reaches +26°C, while at the same time in New Zealand, the temperature rarely exceeds +9°C. Therefore, winter strategies work all year round if you launch campaigns in regions with opposite seasons. In addition, in many countries, the cold lasts up to six months, and the warmth comes only closer to summer.
Today, we will analyze how winter conditions affect advertising and give tips for working in the gambling niche in the cold season.
With the arrival of cold weather, two important factors change for arbitrageurs: user behavior and the peculiarities of search algorithms.
Cold and lack of sunshine cause apathy and fatigue in many people. People are more likely to stay at home, looking for easy emotions that can be provided by gambling, movies, or TV shows. According to doctors, in winter, many people avoid walks and live communication, but sitting on social networks, watching videos, or playing in casinos is more attractive.
Search engine algorithms favor pages that offer useful and relevant information to users. Winter is associated with vacations, holidays, leisure, and gifts. Using keywords on these topics, you can get organic traffic without additional costs.
Keywords are especially useful in two cases: if you use ASO or PWA.
Thus, using PWA, you can significantly simplify the work with organic traffic and optimize costs.
Winter has its own peculiarities in launching PPC for the gambling niche. Experienced buyers recommend taking into account the climatic features of the chosen region, studying the calendar of holidays, setting up personalized push notifications, and choosing a good design for apps.
First, figure out when your GEO is cold. For example, Australia, a country in the southern hemisphere, warms up to +26°C in December, but the July average is about +10°C. The coldest period here is from May to September. Now let’s look at Norway, which is located in the northern hemisphere. In July, the temperature there reaches +25°C, while the winter months stay within -20°C.
Why is this important? Because push notifications and app design should be tailored to local conditions. For example, reminding Norwegians about winter in June is a mistake, but for Australians, it can be a thoughtful personalized solution. Also, climate knowledge will help predict when to change the region for the launch to maximize the result.
Gambling is not as dependent on events as betting, but it is impossible not to take them into account. For example, in Australia, the temperature drop begins in April, which coincides with a big weekend that can be used for active promotion.
In Sweden, a big winter festival is celebrated at the end of January. For several days, people will be on the streets building ice castles and visiting fairs. During this period, it makes no sense to send traffic to gambling in Sweden as users will be less active.
During the holidays, many people get distracted and forget about their favorite slots. To keep players engaged, they need to be regularly reminded of bonuses, promotions, and other casino activities. Personalized messages can increase revenues by up to 40%.
For example, India celebrates Republic Day at the end of January, and a mention of this in the push will increase the likelihood of a click. In New Zealand, Matariki, the local New Year, is celebrated on June 24 and is a family affair that lasts several days. Offering bonuses in honor of the holiday can significantly increase engagement.
It is more convenient when the buyer can change the message texts and push settings without the help of a programmer. For example, PWA Group allows you to create an app from scratch and quickly adjust texts, the number of messages, and the conditions for sending them.
Design is a key part of winter PPC. People perceive the world through associations, and most people associate winter with snow. But holiday symbols differ from country to country. In New Zealand, it’s the whitewater tree and Santa, and in Finland, it’s Joulupukki, a turnip, and even a tar barrel.
The integration of such details into the design of the app creates a sense of care and positivity, which increases user loyalty and increases the chances of registration. Players will associate the application with pleasant emotions, which has a great impact on conversion.
There are few countries in the world where summer and winter fit into the calendar. The cold often lasts for 4-6 months, and the warm season is often accompanied by rains. Therefore, advertising campaigns can be delayed, allowing buyers to gain the experience they need to work in winter.
When the time comes to change the region of work, it is important to quickly adapt advertising campaigns to a new audience. Instead of wasting time, money, and nerves looking for a programmer, it is more convenient to create an application yourself using the constructor. With the PWA Group service, you can build an app in just five minutes, customize your own design or choose a ready-made one from the template library, adapt it to any language, and even buy a domain for just $3.