The casino market in Peru has undergone a significant change with the entry into force of Law No. 31,557. This new regulation has allowed the incorporation of new operators, both domestic and foreign, resulting in increased competition. To stand out in this new scenario, it is essential to adopt more effective marketing strategies and operations that go beyond acquiring new accounts and pay special attention to retaining existing users. A player who leaves hardly returns, and offering a smooth and personalized experience is key to scaling the operation through marketing.
What are Peruvian players like?
In Peru, seventeen online betting houses operate, generating around 4,500 million soles annually. Among the more than eight million players—mostly men between twenty and forty-five years old—about 150,000 bets are recorded daily. Thirty-eight percent of the population has played at least once, and 16% bet once a month or more. After Brazil, Peru is the second Latin American country with the highest volume of sports betting; additionally, 90% of these bets do not exceed five soles.
For 66% of Peruvian players, gambling is primarily a form of entertainment. Regarding the concept of responsible gambling, 52% believe it means playing regardless of the outcome, 51% associate it with not spending money they don't have, 38% consider it essential to play only on legal websites, and 13% state that one should not try to recover losses or view gambling as a way to make money.
This audience is diverse and exhibits different preferences and behaviors. For example, those who frequent poker tables do not behave the same way as slot machine enthusiasts; therefore, operators must offer precise and personalized recommendations based on demographic and behavioral data to optimize their marketing operations.
Acquiring new players through marketing
To attract new users, operators use banners, affiliate programs, and CPA campaigns, although acquisition costs are becoming increasingly high, and regulations change frequently. In Peru, a common strategy is to employ brand ambassadors: 46% of players place their trust in television hosts, 41% in professional players, 39% in actors or actresses, and 25% in soccer players.
Retaining players
Retention can be as important or more important than acquisition, especially due to the increase in acquisition costs, which is unsustainable for small and medium operators. To retain their users, casinos offer bonuses, tournaments, missions, and strengthen their security systems. Additionally, they need to provide distinctive experiences that keep the player's interest and prevent defection to the competition.
The future of marketing operations in Peruvian casinos
The prospects for the Peruvian market are positive: a compound annual growth rate (CAGR) of 11.49% is forecast for the period 2021-2026 on a global scale. However, operators must adapt to an increasingly competitive environment and changing player expectations. Effective and personalized marketing strategies, along with a smooth user experience, will be crucial to standing out.
If you want to expand information about marketing operations in Peruvian casinos, you can download the full report here.
