In the exhilarating world of iGaming, where the thrill of a spin or a strategic bet can be just a click away, the industry is witnessing unprecedented growth. As the digital landscape transforms, so do the opportunities for programmatic advertisers looking to capitalize on the burgeoning market. However, with great potential comes great responsibility, especially in the realm of data privacy.
According toa recent study conducted by Usercentrics, a leading Consent Management Platform (CMP) provider, a staggering 90% of mobile games are not in compliance with privacy regulations. This means that gamers across the online platforms may not have complete control over how their data is used making them susceptible to fraud as well as the advertisers who use unverified data of users for targeted advertising.
In this blog, we delve into the intricacies of the iGaming industry and explore how safeguarding user information is paramount for sustainable ad marketing strategies.
Growth prospects in the iGaming industry
The iGaming industry is not just a roll of the dice; it's a calculated segment with promising prospects that beckon both users and advertisers alike.
- Global Expansion of iGaming Platforms: The iGaming market is witnessing an unprecedented global expansion, with platforms reaching users in diverse geographical locations. This presents a vast and untapped audience for advertisers, creating an ideal environment for ad marketing to flourish.
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Technological Advancements and Mobile Integration: With technological advancements and the seamless integration of iGaming into mobile platforms, users now have unparalleled access to their favourite games. Advertisers can leverage this by targeting users on their preferred devices, and optimizing ad marketing strategies for maximum impact.
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Diverse Game Offerings and Niche Markets: The iGaming industry continues to diversify its offerings, catering to a wide array of gaming preferences and niche markets. Advertiser scan tap into these specialized segments, tailoring their campaigns to specific user interests for more effective ad marketing.
What are the data privacy concerns in the iGaming industry?
The excitement of the iGaming world is not without its challenges, especially concerning data privacy. Understanding these concerns from both user and advertiser perspectives is crucial for developing sustainable ad marketing strategies.
User’s perspective
- Personal Information Security- Users are apprehensive about the security of their personal information, including financial details and identity. The fear of data breaches and unauthorized access looms large, impacting the trust users place in iGaming platforms. This requires the platforms to be compliant with privacy regulations based on their regional presence.
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Targeted advertising intrusion- Users often find themselves bombarded with irrelevant or intrusive ads, leading to a diminished user experience. The fear of personal preferences being exploited for ad targeting creates a need for more transparent and user-friendly ad marketing practices.
- Dealing with unverified co-gamers- Various platforms consist of various fake gaming accounts which are non-genuine and operated by fraudsters to defraud genuine gamers by making them financially crippled. In-game conversations and uncontrolled transactions with such fake gamers can create a negative impression among legitimate users and raise eyebrows about the privacy offered by gaming platforms.
Advertiser’s perspective
- Compliance challenges- Advertisers face an increasingly complex landscape of data privacy regulations, with different regions imposing varying compliance standards. Navigating this regulatory maze is crucial to avoid legal pitfalls and maintain the integrity of ad marketing campaigns.
- Fraudulent Activities and Ad Spoofing- Advertisers grapple with the rising tide of ad fraud carried out by fake gamers existing on these platforms, including click fraud and ad spoofing, which threatens the effectiveness of their campaigns. Protecting against fraudulent activities is paramount for ensuring the ROI of ad marketing efforts.
What are the solutions to tackle the data privacy concerns?
- Regular independent audits- Advertisers can instill confidence by conducting regular independent audits of their data privacy practices. Engaging third-party auditing firms to assess and verify adherence to data protection standards demonstrates a commitment to accountability and transparency, enhancing trust among users and industry stakeholders.
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Compliance with industry standards- The iGaming companies must give paramount importance to data privacy regulations and ensure 100% compliance with these to ensure that they are not caught in a lethal legal battle around data breaches reported by their users. By doing so, they can improve the credibility for retaining existing users and attracting new users.
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Anti-ad fraud solutions-Advertisers can tackle the ad fraud challenges by employing ad fraud mitigation solutions from brands like ClearTrust. By employing advanced algorithms and real-time monitoring, ClearTrust ensures that advertisers can confidently invest in ad marketing campaigns, free from the threat of fraudulent activities.
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User identity verification solutions- Gamers are always on the lookout for building and nurturing a healthy community among the applications used by them to accelerate their passion. This community, free from fraudulent users can boost the motivation of the gamers and improve the usage rate of these applications. To ensure that this objective is met, iGaming brands can partner with user identity verification solutions offered by brands like Togggle.io.
Togggle.io provides a decentralized KYC solution that not only complies with the latest industry standards but also provides an efficient way for users to verify their identities on gaming platforms. Businesses can enjoy the highest level of data privacy and compliance with appropriate standards without facing any threat of a potential legal backlash.
As the iGaming industry continues its rapid ascent, the importance of data privacy in ad marketing cannot be overstated. Users seek security and transparency, while advertisers navigate a complex landscape of compliance and fraud prevention. By embracing solutions like Clear Trust’s ad-fraud detection technology and Togggle.io's user identity verification, the iGaming industry can ensure a future where data privacy is the bedrock of sustained growth and success in ad marketing endeavors. In this dynamic environment, prioritizing data privacy is not just a choice but a strategic imperative for those looking to thrive in the thrilling world of iGaming.
