Friday August 29,2014 : DOUBLEDOWN CASINO MARKETS MORE TO MOBILE
Users have noticeably switched from desktop to mobile devices.
DoubleDown Interactive has revealed that it is increasingly focusing its marketing for DoubleDown Casino on the mobile demographic as its punters shift to mobile gambling from desktop.
"We want to show up in places that might be unexpected for players and potential players," Seattle-based John Clelland, VP-global marketing at DoubleDown, told the publication AdAge this week.
"The digital landscape is changing rapidly. People are carrying increasingly sophisticated devices with bigger screens."
Clelland says that three years ago, every DoubleDown player was using a desktop computer. Now players are split down the middle, and mobile use is growing at double the pace of desktop, he revealed, adding that DoubleDown Casino has over 1.7 million average daily users.
The marketing focus is shifting from Facebook, which has been the main vehicle for DoubleDown, to a wider concentration with a more mobile-friendly feel, such as video and sponsored posts.
AdAge reports that DoubleDown hired Essence Digital after a review process it began last December to expand its advertising presence and experiment with new formats. The shift has been rewarded with success on a plethora of different sites, ranging from Reuters to BuzzFeed and everything in between, said Clelland.
Essence is also helping DoubleDown to advertise new products, like a "Wheel of Fortune" game in an innovative and compelling way, targeting audiences beyond its core demographic of women 35 years or older.
The owners of DoubleDown Interactive, International Game Technology, posted marketing costs, including DoubleDown, of $68.2 million in 2013, well up from $34.3 million in 2012 and $10.8 million in 2011.
DoubleDown has a growing business-to-business initiative encouraging land casinos to embed its free games on their websites, in an effort to increase floor traffic and reach a new generation of players.