2016: A Year of Opportunity

The UK gaming industry had another record year in 2014-15, recording a total yield of £12.6 billion, according to figures released by the Gambling Commission. This marks a new high for the burgeoning sector and shows just how hardy the UK industry has become, with eGaming now making up 29% of the total yield.

This is the first time that comprehensive figures have been available from a single source, following the introduction of new legislation that forced all UK eGaming companies to hold a local licence, and the growth certainly seems to tally with the trends seen in the Direct Mail sector. Usage of the channel by eGaming businesses has continued to grow in line with the wider DM sector, which is projected to see 6.4% growth in 2016.

One of the most interesting figures in the Gambling Commission report was the growth in gambling software spend from £165 million to £282 million, a 70% increase in 12 months. This represents an opportunity for Direct Mail because online software lends itself perfectly to targeted DM campaigns with an interactive online response mechanism.

Growth in the industry also represents a huge opportunity to boost the profile and reach of Direct Mail as more and more brands vie for attention in a crowded market. With email marketing at saturation point and competition pushing up the price per click on online advertising, DM is a way to stand out from the crowd and get your brand noticed.

Yes, the cost per unit for DM may be higher, but get it right and your response rate will be much greater. The key is to get the campaign and the lists correct in order to hit the right people with the right message. This way, it's possible to deliver an ROI that's on a par with electronic channels.

If you want to capitalise on the growth of eGaming and deliver an effective Direct Mail campaign, get in touch with Secure Direct Mail on 01624 698488 or at securedirectmail@iompost.com.

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