The global online entertainment market size is expected to grow from current levels of USD 99.98 billion to upwards of USD 261.23 billion by 2032. Demand is increasing across the industry sub-sectors. Everyone is in a fight to gain as much audience engagement as possible.
SOFTSWISS, as a global technology company with over 1200 clients worldwide using its software, has recently released a report offering insightful trends in iGaming and broader themes that are impacting the digital entertainment ecosystem. This includes fresh looks at data-driven personalisation, collaborating with relevant influencers, and other marketing innovations that are shifting business toward long-term retention strategies.
It is crucial for any business in the online entertainment world to develop resilience by better engaging and retaining target audiences through trends from this latest report.
Key Trends Identified by the SOFTSWISS Report
The more digital entertainment evolves, the greater the call for new and inventive engagement strategies. Inside the SOFTSWISS report, four pillars resonate in approaching this challenge through the entertainment industry.
Here is a quick look at the trends related to data-driven personalization, aligning brand and performance marketing, using influencers, and shifting toward long-term retention strategies.
The Importance of Data-Driven Personalization in Enhancing Engagement and Retention
Data is more than an asset. When used correctly, it becomes essential for capturing more user information and turning that data into brand loyalty. Being able to offer user preferences, collect playing habits, and recognize regional trends allows a game to personalize everything in marketing, from future release recommendations to reward systems that maintain engagement.
Online gaming isn’t alone in this goal. Streaming platforms like Netflix or HBO have similar sophisticated algorithms. Curated content is created based on how consumers rate shows, the history of previous streams, and patterns identified in behavior.
The goal is to create data-driven personalization that transforms traditional “one-size-fits-all” marketing into a dynamic space where personal desires and behaviors dictate what consumers see every time they log into a service. These initiatives boost long-term retention and build trust.
Aligning Brand and Performance Marketing for Cost Efficiency and Trust
Traditional marketing separates marketing into brand-focused and performance-focused. With brand marketing, you develop a long-term relationship to better connect with target audiences on an emotional level. With performance marketing, you can boost sales, sign-ups, and immediate actions through targeted campaigns.
Today’s online entertainment industry can take a page out of iGaming strategies by blurring the lines between the two marketing approaches. For example, performance campaigns like paid ads or affiliate programs can attract new players while bolstering brand identity that cultivates greater trust and loyalty.
Disney+ is an outstanding representation of this marketing balance. Subscriber acquisition campaigns are ruthlessly aggressive, but are also merged with an iconic brand that is, in itself, a slice of Americana. The enduring strength of the brand is always referenced through ads that attract subscribers.
When the two marketing campaigns are unified, acquisition costs go down over time while trust capital increases.
The Rising Influence of Micro-Influencers and Exclusive Content in Regulated Markets
Roughly 69% of online consumers using a social media platform are likely to trust a product or service recommendation from a friend, family member, or influencer. These influencers frequently partner with brands to advise their large followings on upcoming product releases or other ideas.
A micro-influencer has the same pull, but with a more targeted audience of between 10,000 and 100,000 followers. When you’re working in highly related sectors like iGaming, micro-influencers become essential to build trust and brand authentication.
Twitch and YouTube are exceptional examples of this concept in practice. Streamers promoting video games and digital experiences can share personal insights while directly interacting with the same fans most businesses desire to cultivate.
You see the same system at play with actors and filmmakers on Netflix. Watching shows with BTS (behind-the-scenes) access, bloopers, or director-cut commentary enhances the experience, boosting trust and brand recall. Plus, when a brand uses a micro-influencer, an emotional component “humanizes” the “ask” more than a basic advertisement would achieve. That is one of the best ways to cultivate a client relationship.
Shifting Toward Long-Term Retention Over Short-Term Acquisition
Gaming mobile applications spent USD 29 billion on user acquisition in 2023. Such expense requires a clear retention strategy to provide a business with long-term ROI. Due to this high cost, many in the iGaming space from the SOFTSWISS report are shifting from short-term campaigns to long-term retention.
Finding ways to personalize all experiences, gamify interactions, and target re-engagement campaigns helps keep players active and engaged over time. Popular titles like Fortnite or League of Legends have taken this personalization to heart. Ongoing content updates with new material, seasonal events, and in-game rewards all sustain player interest so players won’t stray from the brand.
Streamers like Amazon Prime Video use the same strategy. Expanding streaming libraries and integrating perks like free shipping or exclusive merchandise help retain clients and reduce churn by offering greater lifetime value. Even something as simple as a loyalty program with exclusive benefits could make or break an entertainment-focused company.
You’ll find these four trends in all kinds of entertainment sectors. Online casinos, subscription streaming services, digital gaming, and so much more need to find a way to bridge the gap between acquiring short-term consumers and keeping them highly interested in long-term brand relationships.
Top Marketing Channels in iGaming for 2025
The SOFTSWISS report identifies the various trends for 2025 in the iGaming space, but also highlights the marketing channels most useful to anyone in the digital entertainment space. From this report, we can gain new insights based on survey responses.
- Around 38% of respondents are more interested in a brand based on micro-influencers and influencers. This marketing channel helps cultivate authentic connections that foster genuine relationships compared to more traditional channels.
- Affiliate marketing is the next best channel, with 22% of respondents happily clicking on links that are part of an affiliate program. Brands get to extend reach while minimizing upfront costs, and consumers rapidly convert into loyal users through relevant recommendations.
- Paid advertising is the third leg of channels, with 18% of consumers responding. The only caveat is that ad access depends heavily on campaign optimization concerning conversions and retention.
The insights from the SOFTSWISS report demonstrate the active shift from shorter-term strategies to more sustainable tactics that focus on trust and brand building rather than “quick” spikes in user acquisition.
Conclusion
Insights from the recent SOFTSWISS report on iGaming offer a lot of data for the overall digital entertainment industry. It presents a clear argument for focusing on personalization, building long-term relationships, and finding new and innovative ways to engage with target audiences.
For any company hoping to succeed in this space going into 2025, emphasis must be placed on using data to enhance user experiences, aligning brand and performance marketing, and leveraging influencers and exclusive content to build authentic connections.
Once businesses adapt to these changes, the potential for greater returns on investment with lower acquisition costs and rewarding engagement are all possible. User-centric marketing strategies now pave the way for innovation and lasting success in the digital entertainment market.
