Four Brand Strategies in the Philippines iGaming Can Learn from Pharmaceutical Marketing

The iGaming industry in the Philippines is rapidly evolving, with increasing interest from players and operators alike. But with growing competition, how can iGaming companies stand out? Have you ever wondered what strategies successful industries use to thrive in such a competitive market? Interestingly, one of the most regulated and experienced industries, pharmaceuticals, holds valuable lessons for iGaming. Despite their apparent differences, both industries face similar challenges, including strict marketing guidelines and customer trust. So, how can iGaming companies in the Philippines apply these lessons? Let’s dive into four brand strategies in the Philippines that the iGaming industry can learn from pharmaceutical marketing. 1. Focus on the Full Funnel Strategy In both the pharmaceutical and iGaming industries, the key to success is engaging consumers at every stage of their journey. While these industries may seem worlds apart, their marketing funnels share commonalities. For instance, pharmaceutical marketers create content and campaigns that guide patients from identifying their symptoms to selecting a treatment. Similarly, iGaming marketers can guide potential players from their initial interest in a game or sport to choosing a gaming platform. In the Philippines, where iGaming is gaining momentum, it’s essential to cover the entire funnel. Many iGaming companies focus heavily on acquiring users through mid and lower-funnel strategies—where consumers are already close to making a decision. However, expanding efforts to the upper funnel—raising awareness and engaging users early on—can significantly boost long-term growth. This could involve educational content, sports betting tutorials, or detailed game explanations to attract users who are not yet ready to make a decision but are exploring options. As the competition intensifies in the Philippines, the audience that organically arrives at the lower funnel will diminish, making it crucial for iGaming companies to adopt and perfect these strategies sooner rather than later. By nurturing relationships with potential players throughout their entire journey, brands can stay ahead in the growing market. 2. Leverage Unbranded Websites for Trust Building trust is a cornerstone of success in any industry, especially when the target audience is hesitant to engage with your product. In pharmaceutical marketing, companies often create unbranded websites that provide valuable, unbiased information without promoting a specific product. These websites help build trust with consumers by offering content that addresses their concerns, such as symptoms, diagnosis, or treatment options. For iGaming in the Philippines, a similar approach could involve creating an unbranded site that focuses on general gaming information, sports news, betting rules, and tutorials. Such a site would avoid references to specific casinos or games, serving instead as a resource for learning. This builds trust with users who may be hesitant to engage with a branded casino site right away. A subtle call to action, like “Learn more about your options,” can guide users to a branded platform once trust has been established. Additionally, iGaming companies can use this unbranded site to gather first-party data through sign-ups, which can later be used to guide users further down the funnel. In a market like the Philippines, where trust is a significant factor in online activities, this strategy can go a long way in differentiating your brand from competitors. 3. Invest in Awareness Media Many iGaming marketers in the Philippines hesitate to invest in awareness campaigns, focusing instead on measurable returns in the short term. However, pharmaceutical companies have long known that brand awareness plays a vital role in customer acquisition and long-term success. Awareness media—whether it’s television ads, social media campaigns, or influencer partnerships—helps position your brand as the first option in the consumer’s mind. To track the effectiveness of awareness campaigns, iGaming companies can measure trends in branded search terms. If your brand’s search volume remains flat, it may indicate a lack of investment in awareness. By increasing efforts in this area, you’ll likely see a rise in branded searches and eventually higher conversion rates as more people become familiar with your platform. The Philippines is a market where iGaming companies can gain an edge by investing early in awareness media. With less competition at the awareness stage, you can secure media at a lower cost, allowing you to outshine competitors once the market saturates. Whether through Google’s Keyword Planner or social media insights, using awareness media to build your brand will help sustain long-term growth. 4. Use Keyword Research for Insights In the pharmaceutical industry, keyword research offers valuable insights into what consumers want and how to meet their needs. Search engines, like Google, act as databases of consumer intent, revealing exactly what people are searching for at each stage of their journey. The iGaming industry in the Philippines can leverage this same strategy by conducting comprehensive keyword research. By analyzing search trends, iGaming marketers can uncover popular topics and areas of interest for their target audience. This data can be used to create engaging content that aligns with what Filipino consumers are actively searching for. For example, if a surge of interest is observed in a specific sport or betting type, iGaming companies can create content that educates potential players about it, building credibility and driving organic traffic. Additionally, these insights can inform media strategies, helping iGaming marketers better allocate their budgets to maximize return on investment. By continually refining content and media strategies based on keyword insights, brands can stay ahead of the competition and ensure they’re reaching the right audience. Final PopStar Tip As the iGaming industry continues to grow in the Philippines, companies must adapt to increasingly sophisticated marketing strategies. Drawing lessons from the pharmaceutical industry, iGaming marketers can implement a robust brand strategy in the Philippines by focusing on the full funnel, building trust through unbranded websites, investing in awareness media, and using keyword research to guide their strategies. By adopting these approaches, iGaming companies in the Philippines can establish themselves as leaders in the market and thrive as competition increases. The key takeaway? Success in iGaming doesn’t only come from flashy ads or aggressive campaigns but from building a trusted brand that guides users through every step of their journey. Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help your digital marketing here in the Philippines.