The iGaming industry has matured rapidly over the past few years. Operators are no longer just competing on odds or game selection, they’re competing for attention across every scroll, swipe and screen. Social media is no longer a nice to have; it’s a critical channel for acquisition, engagement and brand building.
The success of an iGaming business increasingly depends on how effectively it leverages online platforms to build its brand and engage users.
For iGaming brands, especially those looking to grow in competitive UK hubs like Manchester, a more refined, localised and user focused approach to social media can be the difference between campaigns that convert and campaigns that disappear into the feed.
Here’s what that looks like in practice.
1. Move Beyond Broadcast: Embrace Conversation
One of the most common pitfalls in iGaming social is over reliance on one way messaging—constant promos, odds updates or bonus reminders. These might work short term, but long-term growth comes from building a brand people want to follow.
Use your channels to start conversations, not just push offers. Think quickfire prediction polls, behind the scenes clips, player Q&As, discussions about online games or poker games, or even reaction threads to major sports moments. Your audience doesn’t just want information, they want interaction.
2. Tailor Content to Platform Behaviour
Every social platform has its own ‘language’. What works on Facebook rarely lands on TikTok. For iGaming brands, tailoring content to each platform’s user behaviour is key.
- Instagram & TikTok: Short, visually punchy videos. Tutorials on how to play a game, such as slot games, which are especially popular on mobile devices, user win or “betting myths debunked” series can perform well.
- X (Twitter): Real time engagement. Great for in-play commentary, quick odds updates or meme style content that taps into trending matches or moments.
- Facebook: Still valuable for community building, especially older audiences. Use it to run closed groups, promote local events or feature user testimonials.
A strategy that treats each platform individually will always outperform a copy-paste approach.
3. Make Use of Local Relevance in Online Gambling (Where It Matters)
Even if your audience is national, adding a local edge can generate higher engagement, especially in city specific regions like Manchester where community identity runs deep.
This doesn’t need to dominate your content plan, but peppering in targeted posts helps build local trust. For example:
- Running a Manchester themed giveaway during a key football fixture.
- Collaborating with local sports creators or streamers.
- Using geo-targeted paid ads to promote location specific offers (e.g. “New players in Manchester get X bonus this week”).
These subtle tweaks help your brand feel closer to home, even if your service is entirely online.
4. Influencer & Creator Campaigns for Online Casinos: Think Small to Win Big
Influencer marketing in iGaming isn’t about flashy celebrities. In fact, smaller creators often generate better results, particularly when they specialise in gaming, betting or sports commentary.
Micro influencers (those with 10k–50k followers) often have higher engagement and a more loyal audience. They’re also more open to creative collaborations; think live streamed slots playthroughs, content featuring sweepstakes casinos or other skill-based games, sports tipping series or interactive Q&As.
Don’t overlook local creators either. If you’re targeting growth in Manchester, working with content creators based in or connected to the city can help build credibility and reach within a tight knit community.
5. Make It Interactive
The best performing iGaming content isn’t passive, it invites participation. Features like polls, quizzes, Instagram Stories and challenges encourage users to spend more time with your brand.
Examples include:
- Daily sports predictions via polls
- “This or that” reels comparing different games
- Interactive stories (“Spin the wheel for your bonus!” style content)
- Gamified promotions where users unlock content or offers by engaging
- Instant win games challenges that let users try their luck for immediate rewards
- Lottery games draws that engage users with the excitement of winning prizes
This content isn’t just engaging, it’s memorable. It also helps you gather feedback and behavioural data in a non-intrusive way.
6. Prioritise Responsible Gambling Messaging
As you grow your presence, particularly in regulated markets like the UK, clarity and responsibility should be woven into every campaign, including responsible gambling initiatives and messaging. Age gating, disclaimers and links to support resources shouldn’t feel like afterthoughts—they should feel like part of your brand voice.
Social responsibility doesn’t just protect your business; it builds long-term trust with players.
7. Paid Social for Online Sports Betting: Target Smarter, Not Broader
Paid social gives you precision control, so use it wisely. Rather than blowing budgets on broad demographics, consider:
- Retargeting users who engaged with your organic posts
- Promoting high performing content to lookalike audiences
- Geo-targeting areas like Manchester with tailored creative (e.g. “Join thousands of Manchester players this weekend”)
Regularly review performance by platform, creative and audience segment. What works in London might not work in Manchester. Your data will tell you where to double down.
Final Thoughts
There’s no one size fits all approach to social media in iGaming. But if you want to stand out, especially in areas where competition is fierce and user expectations are high, you need to do more than show up.
You need to start conversations, tailor content smartly, build community and always act responsibly.
For iGaming brands ready to take social seriously, the opportunity isn’t just to reach new players, it’s to build a brand people actually want to talk to.
