Casino Operators Weigh in on the Best Advertising Channels for CNYM

The Chinese New Year (CNY) is one of the most significant holidays in Asian cultures, and casinos around the world are eager to capitalize on the lucrative opportunities that come with it. With millions of people celebrating across various countries, casino operators know that effective advertising is crucial to attracting new customers and retaining existing ones during this peak period.

In recent years, traditional advertising channels such as https://chinesenewyearmoreways.com print and television have given way to digital platforms like social media, mobile apps, and online streaming services. To get a better understanding of the best advertising channels for CNYM (Chinese New Year Marketing), we spoke with several prominent casino operators in Macau, Singapore, and the Philippines.

The Rise of Digital Advertising

For many years, casinos relied heavily on traditional advertising methods like print ads in newspapers and magazines, as well as TV commercials. However, with the proliferation of digital devices and social media platforms, these channels have become increasingly outdated. According to a survey conducted by Eilers & Krejcik Gaming, digital advertising now accounts for over 70% of the total advertising budget for casinos.

"The shift to digital has been immense," says Sandy Lee, Director of Marketing at City of Dreams Manila. "We’ve seen a significant increase in engagement and conversions from our online campaigns compared to traditional methods."

Lee attributes this success to the ability to target specific demographics and interests using social media platforms like Facebook, Instagram, and WeChat. "Our CNYM campaigns have been incredibly effective on these channels," she notes. "We can reach millions of people directly with personalized messages and promotions, which wouldn’t be possible through print or TV."

Social Media: The Key to Reaching the Chinese Market

While social media has become a vital channel for casino advertising globally, it holds even more significance when targeting the Chinese market. With over 1 billion active users on WeChat alone, this platform offers unparalleled opportunities for casinos to connect with potential customers.

"We’re heavily invested in WeChat and Douyin (TikTok) advertising," reveals Wong Wai San, Marketing Director at Galaxy Entertainment Group in Macau. "These platforms allow us to create engaging content that resonates with Chinese audiences and promotes our properties and offers."

Wong emphasizes the importance of tailoring content to specific regional preferences. "We take into account local customs, traditions, and language nuances when creating our CNYM campaigns," he says. "This ensures we’re speaking directly to our target audience in a way that resonates with them."

Mobile-Focused Advertising

As more people turn to their mobile devices for entertainment and leisure, casinos are adapting their advertising strategies accordingly. Mobile-focused advertising is becoming increasingly essential for attracting customers during CNYM.

"Casinos need to be where the eyeballs are," states Martin Soong, Marketing Manager at Sands China Ltd. "For us, that means focusing on mobile and digital channels like WeChat and social media."

Soong notes that mobile advertising allows casinos to reach customers in real-time with targeted promotions and offers. "We can push out messages based on user behavior, location, and demographics," he explains. "This level of precision is unparalleled through traditional methods."

Influencer Marketing: The Rise of Social Media Influencers

In recent years, influencer marketing has become a significant trend in the casino industry. Partnering with social media influencers who have a large following among the target audience can help amplify advertising messages and create buzz around CNYM promotions.

"Collaborating with influencers is an effective way to reach new audiences," suggests Wong Wai San from Galaxy Entertainment Group. "We partner with popular local influencers on WeChat and Douyin to promote our properties and offers."

Wong notes that this partnership model allows casinos to tap into the influencers’ existing networks, increasing brand visibility and credibility among their followers.

Outdoor Advertising: Still a Viable Option

While digital advertising has gained prominence in recent years, outdoor advertising still holds value for casino operators. Strategically placed billboards and large-format displays can effectively grab attention from passersby during peak periods like CNYM.

"Out-of-home (OOH) advertising is an effective way to reach commuters and locals," says Sandy Lee from City of Dreams Manila. "We use large-format displays at strategic locations to promote our properties and offers."

Lee highlights the importance of combining digital and outdoor channels for maximum impact. "By using both OOH and digital platforms, we can create a cohesive marketing strategy that reaches multiple audiences simultaneously," she notes.

The Future of Casino Advertising

As the casino industry continues to evolve with changing consumer behavior and technological advancements, one thing is clear: effective advertising during CNYM will require a multi-channel approach. By leveraging digital channels like social media and mobile apps, as well as outdoor advertising, casinos can create engaging campaigns that resonate with their target audience.

"CNYM is an opportunity for us to connect with our customers in new and exciting ways," says Martin Soong from Sands China Ltd. "By embracing innovative technologies and marketing strategies, we can drive business growth and strengthen customer loyalty."

As the industry looks ahead to future trends and developments, one thing remains constant: the importance of effective advertising during peak periods like CNYM. By staying informed about the best channels and strategies for reaching their target audience, casino operators will be well-equipped to capitalize on this lucrative market.

Conclusion

Effective advertising is crucial for attracting new customers and retaining existing ones during CNYM. With millions of people celebrating across various countries, casino operators must weigh in on the best advertising channels to maximize returns. By combining digital platforms like social media, mobile apps, and online streaming services with outdoor advertising, casinos can create cohesive marketing strategies that reach multiple audiences simultaneously.

While traditional methods are still relevant for some segments, the shift towards digital channels is undeniable. As technology continues to advance and consumer behavior evolves, casinos must adapt their marketing strategies accordingly to stay ahead of the competition.

As Sandy Lee from City of Dreams Manila aptly puts it: "In today’s fast-paced world, casino operators need to be agile and willing to evolve with changing market trends."