The gambling industry is growing rapidly being supported by a large number of companies that have been developing and maintaining exclusive products for the entertainment purposes. The great demand and profitability of the services are attributed mainly to the successful marketing strategies used in other business areas as well.

Daniel Long a Head of Sales at Vulkanvegas online casino measures the success and shares some of the implemented strategies. He says, 'In the gambling industry, marketing provides an opportunity for a creative expression for both developers and marketing experts' He also emphasizes that with the introduction of digital technologies, an extensive and complex set of options becomes available on the gambling market. 

Vulkanvegas has been developing slot machines for online casinos since 2008. The company built its reputation by engaging and entertaining players around the world and maximizing its revenues as well as the players' incomes. The company has established about 200 slot machines, among which there are such hits as:

• Vikings Go Berzerk,
• Roulette
• Clash of Pirates

Vulkanvegas provides a proven track record of their marketing achievements. When it comes to the production of slot machines, the particular importance is attached to their design and branding, as well as to the number of displays. Such a machine should grab the attention of the visitor and thus become completely self-financing.

For online products, including real money slots and online roulettes, a wider range of marketing options is required. Vulkanvegas is currently developing its 100th slot machine, and the mechanism for promoting such products has evolved significantly from the company's start. 

Promotion strategy techniques

Daniel claims that in the previous years their weak marketing campaign included only the development of a logo, several screenshots and a brief description of the game. Today, the process has become more complex, and before the product reaches customers, it should go through several stages of work.

1. First and foremost, developers should make sure that all the algorithms are balanced and work properly before the product's release, this step has a great impact on overall brand's awareness and how it corresponds to the promises made in the promotional materials. 
2. Secondly, it is necessary to provide some sort of information on the development and release of the game in advance. This could be accomplished by making a trailer - a short video about the game, as well as by designing banners. The best option is to create a buzz around the release of a new game in social networks.

Running the game on the platforms of several operators gives a wide audience coverage, which is an excellent opportunity for placing marketing materials including:

• product logos
• banners
• advertising texts for articles and mailing lists
• video content and trailers

Meanwhile, the operator launches an advertising campaign in order to generate traffic and attract new visitors. In order to succeed in advertising, they often arrange promotions and offer special conditions to users. Thus such incentive measures are being applied:

Social media engagement - the company must ensure that trailers and promotional materials have spread in social media, and the game is known to search engines; Potential platforms engagement - materials are compiled in certain formats, unique for each client site or application.