Gambling in Belarus, working with the target audience and proper account bot setup: experts answer

As previously announced, answers from experts participating in the online webinar from Login Casino "Traffic arbitrage: what is it and how to work with it in gambling?"

Over the course of two days, May 29 and 30, a number of experts, including lawyers, advertising traffic audit specialists, arbitration specialists, and entrepreneurs, presented reports on various topics. Login Casino readers wrote their questions in the chat during the webinar broadcast. We present the experts' answers.

Vyacheslav Ustimenko, founder of the legal company LawBoot, answers

· What can you tell us about the Belarusian market?

I can safely say that the market is developing. The emergence of regulation creates a positive background for business registration in the territory of the Republic of Belarus. Regulation is quite strict, and the legal system is unprecedented, which always creates additional risks for business. I do not know any financial indicators (CAC, ARPU, LTV, etc.), and even if I did, I would hardly be able to voice them, since all clients sign NDA with our company. The average bill is clearly lower than in the UK or Germany, but the cost of "entry" into the market of the Republic of Belarus and competition are significantly lower.

· What is the liability for operating an online casino in the Russian Federation?

Criminal, since gambling without a local license is prohibited in the Russian Federation. Moreover, VISA and MasterCard, as well as local banks, block transactions with the MCC code "gambling". Therefore, if a casino accepts payments from plastic cards of Russian residents (which are issued by Russian banks), this is an additional violation.

· Will customers return to the casino if the AppStore or Google Play blocked the application?

It all depends on marketing tools, but in any case, part of the audience will be lost. It is not for nothing that major players invest serious budgets in brand awareness.

· What happens if a webmaster places referral links to a casino on his website and the domain is blocked by Roskomnadzor?

We, of course, are not representatives of government agencies and do not have access to confidential information, but we must understand that each agency has its own goal. Roskomnadzor's goal is not to find the violator, but to block the website at the level of Internet providers.

Answered by Daniil Variga, Head of SMM Department at Smile-Expo

· How should you work with your target audience? Is it necessary to classify and work with each one separately?

If we consider the diversity of the target audience in a specific project, then it must initially be divided into two potential ones: the first is exhibitors, the second is visitors.

The first is collected by parsing thematic sites by the project geo. These are mainly company sites (for example, in the iGaming sphere, these are companies that develop software, CPA networks, interactive gambling establishments). All collected contacts are processed by the sales department and segmented by the company's type of activity. Working with this audience has its own nuances, I will not go into details.

Work with visitors is carried out both online (via the website and available digital channels) and through offline search and communication with the potential audience (calls). On the website itself, visitors can also be divided into potential exhibitors and visitors based on a number of behavioral factors. For example, visiting certain page links, reactions to different triggers on the website, abandoned carts and applications.

· Tell me how to properly manage a bot account?

2-3 advertising accounts are used at a time for all projects, depending on the risk of being banned. Conventionally, these are green, yellow and red. Green accounts have high social trust and only conduct completely legal topics without connections to the gray and black zones (AI Conference, IoT, WEGAME, Connected Car Conference etc.). We actually have no problems with such accounts and do not use them for other projects. Only three green accounts are enough, one or two are constantly spinning, and one "in hiding" conducts rare social activity.

Yellow accounts are used in projects where there are speaker topics or exhibitors associated with different types of bans. Such accounts sometimes receive complaints on Facebook/VKontakte, advertising may not launch if it does not pass the community standards. There is already a much greater risk here, so it is necessary to be constantly active in social networks. There are fewer such projects, and the activity of one account is enough, but there are always two more warmed up on the fly, so as not to be left without advertising traffic and not to interrupt the remarketing tunnel from the channel.

We use red ones for projects like RGWeek or Blockchain & Bitcoin Conference, where the topic and keys are completely or partially prohibited (depending on the project's geo). Red accounts fly off pretty quickly, we use many variations of account farming, through LinkenSphere, for example, with the preservation of proxies and fingerprints for each bot. We also use phones with applications like Parallel space (you can install several on a phone), this allows you to register and manage more accounts. iOS is preferable, but Android phones also work and give good results (we only use mobile Internet).

In social networks, the team mainly corresponds from bot accounts, joins groups, writes comments, likes publications, etc. Accounts lie before use from two weeks to a month, there are always at least 8-10 accounts in reserve, two or three more accounts are released for warming up with the project. The main thing for bots is not to climb straight into the advertising account, but to conduct normal social activity, similar to a regular user.

Konstantin Novofastovsky, head of the advertising traffic audit service ClicFrog.ru, answers

· Practice shows that the CPM-CPA-CPC type of advertising does not justify its investments. How can you be sure that it will be most effective?

Any advertising is priced one way or another. To understand the effectiveness, you need to convert all sources into money, not total numbers. Properly configured end-to-end analytics is a must have for any type of business.