Josefine Lindström, a renowned specialist in digital marketing for online casinos and co-founder of Casinotopplistan, sat down with us to share her insights on the trends that will shape the industry in 2025.
Personalization as the Driving Force of Marketing in 2025
For Josefine Lindström, personalization will be the cornerstone of all marketing strategies for the coming year. She explains that, with increasing competition in the sector, offering experiences tailored to the specific interests of each user will become a necessity. She states, “Players are no longer just looking for generic bonuses but for incentives and recommendations aligned with their preferences and past behaviors.”
Lindström also highlighted two technologies from the past couple of years that should continue to contribute to the advancement of the online gaming industry: artificial intelligence (AI) and machine learning (ML). According to the expert Josefine Lindström, “The key will be to combine transactional and behavioral data from players to create a more meaningful and engaging gaming experience, enabling personalized promotions or recommendations based on each player’s history.”
Moreover, personalization will extend beyond casino websites to user communications via email and push notifications. “This will help achieve greater engagement and foster user loyalty,” Lindström added. She emphasized the importance of targeting the average user while differentiating between casual bettors and VIP players.
Emerging Technologies in the Sector’s Digital Marketing
In addition to AI and ML, there are other technologies with longer trajectories that are yet to fully take off in online casinos: virtual reality (VR) and augmented reality (AR). According to Lindström, this could be their year. “These tools allow casinos to offer much more immersive experiences that replicate the feeling of being in a real casino, but from anywhere in the world,” she stated.
Initially, VR and AR are expected to significantly enhance customer experiences, but their impact won’t stop there. Lindström envisions these technologies being used to let users try out games through virtual demonstrations before signing up or spending money—an approach to boost brand trust and conversion rates.
Regulations Will Also Influence Industry Decisions
One of the biggest challenges online casinos face is navigating an ever-changing regulatory landscape. However, the industry sees this not as a problem but as an opportunity to build more trustworthy brands. “Showing a genuine commitment to responsible gambling will be crucial to earning users’ respect and demonstrating safety to regulators, making it a double win for any brand,” Lindström emphasized.
As a result, the expert believes new marketing campaigns will focus not only on attracting new players as they have in the past but also on educating audiences about the risks of gambling and how to self-regulate to ensure a healthy relationship with gaming platforms. She also stressed the importance of transparency in advertising, especially on social media. “In a saturated market, transparency is always an advantage,” she remarked.
Influencers and Online Communities Will Play a Big Role
Brands need a clear communication strategy to connect with users—and in the online industry, influencers and large online communities are the best tools to make a direct impact on both current and potential users. Lindström explained during the interview that micro-influencers or niche influencers will be the most important next year, as they have highly engaged audiences in very specific sectors.
Online communities will also hold significant value in 2025, including both user-created organic communities and those established by companies as a communication channel and a way for users to connect. These platforms allow players to exchange tips and experiences while enabling casinos to interact with their audience in an authentic environment. However, they are not without risks. “If you want to make a strong entry into this form of communication, you need a clear communication strategy and consistency, as erratic messaging could confuse the user base,” Lindström warned.
This concludes everything Lindström shared with us during our conversation. All key points to keep in mind for a promising 2025 in an industry that constantly faces challenges on multiple fronts: its own regulatory framework, the changing behavior of its users, and, most importantly, the continuous evolution of marketing techniques.
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