60% increase in leads
2023-2024
Approach
One of the main challenges facing Universal Gaming Group is the market share available for growth. Due to government restrictions and market saturation, there are limited opportunities for client acquisition. Universal Gaming Group engaged Masson to attract and convert new businesses but, just as important, convert existing businesses from their larger competitors.
Brand Identity
Before making a strong marketing push, Masson completed a brand audit to ensure consistency in brand tone and presentation across marketing channels, including web, social media, print and point-of-sale. Marketing materials were reviewed and edited for brand tone, clarity and consistency, then updated across channels.
New Loyalty Program: Branding, Content and Marketing
To attract new customers and partners, Universal Gaming Group built a custom loyalty program. The goal was twofold: give players a reason to frequent partner locations while giving partner locations a reason to switch to, sign up with, and remain clients of Universal Gaming Group. Masson created the verbal and visual brand identity for “My Player Perks”, and built a content marketing funnel including social media, web, email, point-of-sale, and promotional materials. My Player Perks has been a massive success, increasing player engagement while adding a valuable tool for driving new business growth with Universal Gaming Group.
Content Strategy
Universal Gaming Group boasts one of the industry’s longest tenures, making them top experts in the industry. Masson built a content strategy focused on providing value-added content across mediums. Backed by uncommon knowledge and industry-best service, our B2B-centered content strategy focused on educating partner locations on how they can grow and scale their own business–from marketing to ensuring compliance in a regulated space.
80% increase in conversions
2023-2024
Content Marketing
Leveraging the initial content strategy, a multi-pronged content marketing effort was activated to create a sales funnel across channels and alongside Universal Gaming Group’s sales teams. Tactics include blogs, SEO optimization of existing web content, paid search, social media, email, print collateral, point-of-sale, and traditional advertising. Beginning in 2022, lead quantity and quality have increased substantially.
