The recent introduction of new tariffs by global governments, including sweeping measures such as a 10% general tariff on all imports and higher rates for certain regions, has forced businesses in the online gaming and gambling sector to rethink their strategies. With increased operational costs, disrupted supply chains, and the need to engage audiences in different regions, digital marketers must quickly adapt to maintain profitability and competitiveness. Digital Experience Platforms (DXPs) have emerged as critical tools in this new environment, enabling businesses to efficiently manage content, tailor experiences, and penetrate new markets with precision.
Understanding the Tariff Impact
The introduction of these tariffs has sent ripples through multiple industries, including the online gaming and gambling sector. For companies heavily reliant on cross-border transactions such as platform providers sourcing technology from various global partners the increased costs and regulatory hurdles can be significant. These changes require firms to not only adjust their supply chains but also rethink their digital strategies. Expanding into untapped markets and reaching players through innovative channels becomes essential. However, these shifts necessitate robust digital infrastructures that can handle the complexities of regional regulations, multilingual content, and evolving player expectations.
The Role of Digital Experience Platforms (DXPs)
Digital Experience Platforms integrate core technologies that allow businesses to create, manage, and optimise digital experiences across multiple channels. These platforms are especially beneficial in the gaming and gambling sector, where delivering personalised, real-time content is key to player retention and revenue growth.
Key Benefits of DXPs in Today’s Market
- Market Diversification and Localisation: DXPs empower businesses to quickly establish a strong presence in new regions. For example, a European betting operator facing restrictive tariffs in one jurisdiction can rapidly deploy region-specific websites and campaigns in emerging markets. By localising content, adapting promotional materials, and integrating regional payment systems, the operator can engage new audiences without overhauling its entire infrastructure.
- Enhanced Digital Commerce: As gambling platforms increasingly pivot to online-first models, DXP's enable a seamless, user-friendly experience. Integrated product catalogs, personalised game recommendations, and streamlined deposit and withdrawal processes ensure that players in different markets have a smooth and engaging experience, fostering loyalty and encouraging repeat visits.
- Operational Efficiency: Managing multiple content streams across various languages, currencies, and legal frameworks can be complex. DXP's provide centralised content management systems that reduce redundancies, streamline updates, and maintain consistency in branding and messaging. This efficiency not only cuts costs but also ensures a unified experience for players worldwide.
- Data-Driven Decision Making: One of the most significant advantages of DXP's is their ability to provide actionable insights. By leveraging built-in analytics and customer data platforms, operators can identify player preferences, track engagement levels, and refine marketing strategies. This data-driven approach helps businesses align their offerings with the unique demands of each market, ensuring higher conversion rates and more effective promotions.
Case Studies: DXPs in Action
European iGaming Expansion: A European-based online casino and sportsbook operator was hit hard by new tariffs on certain technology imports. By implementing a DXP, the company quickly expanded into untapped markets in South America and Southeast Asia. The platform enabled the creation of region-specific sites, complete with localised languages, culturally relevant promotions, and tailored loyalty programmes. This strategic move not only offset losses in traditional markets but also opened up new and fast revenue streams.
US-Based Platform Adaptation: A US online poker platform facing higher costs from international suppliers utilised a DXP to strengthen its domestic digital presence. By optimising their mobile app experience, integrating user-generated content, and delivering hyper-personalised campaigns, the platform saw increased player engagement and a rise in new sign-ups. The ability to pivot quickly and improve the customer journey helped mitigate the financial impact of the tariffs.
Strategic Implementation Steps
For iGaming and gambling operators looking to leverage DXP's in response to market changes, the following steps are key:
- Assess Current Digital Capabilities: Conduct a thorough review of existing content management systems, data platforms, and customer engagement tools. Identifying gaps helps determine which DXP features will provide the most immediate value.
- Select a Scalable, Flexible DXP: Consider platforms that can grow with the business. Open, composable architectures ensure seamless integration with existing tools and allow for rapid deployment in new markets.
- Integrate Across the Ecosystem: Ensure the DXP is fully integrated with CRM systems, payment gateways, and regulatory compliance tools. A unified ecosystem makes it easier to deliver consistent experiences and manage complex workflows.
- Prioritise Localisation and Personalisation: Make full use of the DXP’s ability to create multilingual content and target players with personalised offers and game recommendations. This level of customisation is critical for engaging diverse player bases and meeting local regulatory standards.
- Leverage Analytics for Continuous Improvement: Regularly analyse campaign performance, user behaviour, and market trends. Use these insights to refine marketing strategies, introduce new promotions, and continuously enhance the player experience.
Conclusion
The changing tariff landscape has presented both challenges and opportunities for the online gaming and gambling sector. While increased costs and supply chain disruptions demand strategic pivots, Digital Experience Platforms offer a pathway to resilience and growth. By enabling market diversification, improving digital commerce, and providing data-driven insights, DXP's empower operators to not only navigate these changes but to thrive in a more competitive global market. Need more information on the power of owning a DXP? Then contact us today and we can help you select the best solution for your business