The Solverde group has been active in Portugal for over 50 years. Its portfolio consists of five land-based casinos, four hotels, and an online casino and bookmaker that launched in 2017 and 2020 respectively. Feeling Lucky has featured this online casino since the beginning, so we were thrilled to be invited to their offices in Espinho, Portugal.
During this visit, we enjoyed having a tour of the land-based casino and tasting the mandatory Francesinha – as we were so close to Porto. We talked with Solverde.pt’s Head of Marketing, Telma Marques, about affiliate marketing, Solverde’s marketing efforts, and Feeling Lucky Portugal’s campaign.
The Synergy Between the Online and Land-Based Casino
Although the Solverde online and land-based casinos are technically separate departments, the fact that the online team can see the casino from their office hints at the connection between the two. Still, there are differences in targeting, demographics, behaviors, and timing. While visitors need to physically go to the casino in Espinho, the online casino targets players anywhere, anytime.
The Influence of Affiliate Publishers on Brand Perception
Solverde is one of the most active online casinos in the Portuguese market, with around 2,000 games. They strive to be dynamic and innovative to ensure they offer the games their visitors are looking for. Affiliate publishers play an important role in conveying their unique selling points, making this message real. This third party breaks down the relevant information, such as the game offer and customer service, in a reliable and objective way.
Content publishers are really important as they give substance to the message Solverde is conveying.
In addition to content websites and newsletters, social media is becoming increasingly important. In particular, affiliate publishers should focus on YouTube. According to Solverde.pt’s Head of Marketing, video content doesn’t necessarily need to be a big production, but it should excel in two areas. Firstly, the videos should respond to what visitors are looking for, like how to play a certain game, for instance. Secondly, the message must be conveyed in a clear and objective way. In this sense, YouTube still has an advantage over less traditional media for videos, such as Instagram, as the former is indexable, allowing videos to show up in Google search results.
The Advantages of Acquiring Players Through Content Publishers
Solverde.pt perceives a big difference in players acquired through content publishers and those from other marketing channels. As players referred through affiliate publishers first look for information on content websites, they already intend to play with real money. This type of player doesn’t often leave after merely playing free spins.
Players acquired through content publishers come in more informed, have more intent and end up being more valuable.
These players want to inform themselves if a certain online casino offers what they’re looking for, such as depositing methods and games. This makes them more loyal and profitable consumers as they’re equipped with all the necessary information before making a commitment, so they’re unlikely to leave unexpectedly. Furthermore, these players are more demanding, which is a good thing, as they challenge Solverde to improve.
Our Long-Lasting Partnership
Solverde and Feeling Lucky have had a long-standing, steady partnership since the beginning of Solverde.pt’s launch in Portugal. Furthermore, throughout 2022 and 2023, Solverde experienced increased exposure on Feeling Lucky Portugal’s site. This led to 50% more clicks by August 2022 and 200% more by the end of the year during the World Cup. We saw the biggest boost in FTDs by September. There were not only more visitors that registered, but we also doubled the number of first-time depositors in 2022 compared to 2021.
Solverde.pt and Feeling Lucky have similar dynamics and challenge each other to improve. Similar to how Solverde continuously increases its game offer and customer experience, Feeling Lucky comes up with new ways to convey this message. Beyond this, we enjoy collaborating in a mutually beneficial partnership.