One of the golden rules of marketing has always been: know your audience. There is no point in committing to extensive, pricey campaigns or strategies if they are not going to connect with the specific group of people you are aiming for.
Whether it’s Gen Z, businessmen or even housewives, every sector in gambling has a different audience in mind. That being said, if you breathed a sigh of relief when Michael Owen joined Casino.org because it was finally an ambassador you recognised, you might not just be out of the loop. You might be old.
Should you hire a friendly face?
All age-related comments aside, this is a strategic move by Casino.org. As operators continue to push sports betting customers to try out their online platforms, customers in the older Millennial and Boomer brackets may find themselves at a loss when it comes to trying online sportsbooks and casinos. Not only are there thousands of them available in the UK, but there are also constant warnings about the dangers of accidentally playing at illegal, black-market sites. If you are new to the whole online aspect, how are you meant to know where to go or what to do?
Well, this is where a familiar face comes in. Michael Owen is one of the most recognisable sports personalities in the UK. He was the winner of the 2001 Ballon d’Or award, beating David Beckham, Luís Figo, Thierry Henry, Zinedine Zidane and Rivaldo. In 2004, Pelé ranked Owen in the FIFA 100 list of the world's greatest living players. Since retiring from professional football as a striker, he has continued his legacy as a sports pundit and commentator.
All of this goes to say, sports fans are likely to recognise him and trust him if he endorses a particular sports betting site.
Is it wise to go for a safe choice?
This sort of engagement is exactly what affiliate sites like Casino.org rely on. By creating an instant connection with older, perhaps less tech-savvy players through Owen, this draws them in and also reinforces a sense of authenticity through the website. Not only will Owen be Casino.org’s UK & Ireland ambassador, but he will also champion safer play, tackling the concern that some older players have that anything online is inherently dangerous.
Will ambassadors become the new managers?
Not all football players can leave the pitch behind once it is time to hang up their boots. Some of the best (and worst) managers in football were once players themselves, including Wayne Rooney and Pep Guardiola. Others, such as Gary Linker and Owen, turned to commentary and punditry.
However, with stiff competition, online casinos and affiliates are trying every tactic imaginable to stay relevant, such as using ambassadors to raise their profile and credibility in the scene. As Spribe continues to treat the UFC roster like Pokémon as it collects ‘em all, it is easy to wonder whether this will be the future for the gambling scene.
Why knowledge is power
There may not be a deluge of new ambassadorships, but we may see more specific, strategic appointments moving forward. As budgets tighten, the divide will likely grow between brands using high-profile, but expensive celebrities; versus brands that gamble on influencers with a loyal audience, albeit with less pulling power. Most recently, OLBG appointed Jeff Stelling as its new ambassador. He is best known for presenting Soccer Saturday for Sky Sports since 1994, and in his new position, he will launch a new podcast series called The Jeff Stelling Show.
Outside of sports betting, TaDa Gaming delivered a co-branded game alongside popular streamer Yuri to target his gambling-oriented audience. This enhanced the brand’s exposure and also gave fans a reason to try out the product. Not only were they introduced to the studio, but the first step to engaging with the brand was already laid out for them.
If Casino.org was hoping to win favour with a slightly older generation, then they’ve made the perfect appointment with Owen. All that remains to be seen is which other affiliates will sub on ambassadors over the next few months, and what effects they will have on the brand.