ICE 2017: Reach, attract and persuade the millennial generation

ICE 2017: Reach, attract and persuade the millennial generation

Tuesday, February 7, 2017
Millennials are those reaching young adulthood in the early 21st century

“There is a greater demand for personalisation and customisation, and platforms and publishers alike are doing what they can to cater for that demand.” Adrian Neilan, the former CEO of the Irish Greyhound Board, used this Forbes Magazine quote to highlight the need for the gaming industry to ‘reach, attract and persuade’ the millennial generation.

Speaking at ICE VOX, Neilan described millennials, or Gen Y, as ‘deal seekers’ seeking a transparent message and instant need for gratification. He also suggested that the generation, which spends an average of 3.2 hours per day using a device, is not so influenced by traditional advertising, and prefers to go on the ‘word of mouth’ or initiate a form of relationship with a brand.

Five out of six will connect on social media, but will usually want something reciprocated, for example a free bet. Stefano Gorgoni, Head of Inbound Marketing for Hero Gaming, concurred with the growing influence of social media, and promoted the importance of monitoring social media to keep track of what is being said about your product, particularly by millennials.

Neilan described the combination of demographics and psychographics to form a ‘buyer persona’, which helps you to create a more relevant and personalised experience that millennials will trust. This trust will lead them to share data with you, while the feeling that the product ‘makes them look cool’ will precede loyalty and future purchasing.

Gorgoni promoted the importance of inbound marketing for drawing interest in products, and facilitating the process whereby a stranger becomes a visitor, then a customer, and then a fan. In a world where the competitor is just ‘one click away’, you will only build up ‘fans’ like this with a product which comes with easy understanding, a fast website and personalised experience.

The pair predicted a continued mobile expansion, a greater emphasis on skill based games and the need to capture behavioural data at all customer touch points. Neilan also urged companies not to wait too long to roll out new products, partly because technology moves so quickly, but also because millennials are a ‘vocal generation’ and will give you the feedback you need.

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