The importance of a strong marketing presence for Jackpotjoy

The importance of a strong marketing presence for Jackpotjoy

Thursday, May 31, 2018 Posted by Joseph Streeter
TotallyGaming discussed the group’s positive approach with executive chairman Neil Goulden

Bingo focused firm Jackpotjoy continued its positive momentum utilising a strong marketing footprint to record revenue growth in the first quarter of 2018.

The group’s executive chairman Neil Goulden joined TotallyGaming for an in depth discussion on how the company has achieved successful in recent times and how it aims to continue building on that momentum.

In its Q1 results, Jackpotjoy reported revenue growth of 13% and its adjusted EBITDA was down 7%, something that Goulden was keen to point out was in no small part down to the group’s increased marketing spend during the first quarter. He went onto outline that in the second quarter of the year, Jackpotjoy will continue to bolster its television advertising presence.

“In Q1 we were strong in the UK with our new Jackpotjoy campaign based around Paddy Mcguinness, who took over from Barbara Windsor. That will continue in Q2 where we are now with us also extending our TV presence to a Spanish audience.”

When asked about the importance of having Mcguinness on board, he outlined: “We certainly believe that brand endorsements are really important in bingo and gaming, for many years that ambassador has been Barbara Windsor, but she wanted to ease back from the role, so we had to make a transition, this led to the start of the advertising campaign the pair worked together and then Paddy has now taken over. So it was something of an evolution from Barbara to Paddy, both of whom resonate really strongly with our heartland audience in the UK.”

Looking ahead, Goulden pointed out that aside from its continued advertising presence, Jackpotjoy will also place a key focus on the social element of its offering to build on the momentum it created in Q1 of this year: “The one thing that shows to us, is that bingo is pari mutuel game, so it’s obviously liquidity based, the more people are playing the better the product.

“It’s key for us to keep our market share, which is about 22% and because of our liquidity, we have incredible customer retention. We think that 90% of our volume this year will come from people who joined us in 2017 or earlier, so the retention is incredibly high compared to other areas of gambling, that’s why we focus on the chatrooms, the sociability, the brand and retaining new customers.”

He did however detail how important a role the operator’s advertising presence plays in recruiting new customers: “Our advertising creates a climate around our brand, and then it’s very much the normal process when it comes customer recruitment, it’s about social media, referrals from friends and paper click, which all support our advertising.”

He concluded by commending the group’s relationship with Gamesys emphasising that with that partnership, it’s looking to “constantly evolve the bingo product and add new content to its offering”.

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