A few years ago, I took a course where I learned how to segment customers and prospects based on Digital Tribes: shared values, identity construction, collective affinities, consumption rituals, and networking connections. Today, I want to discuss the importance of understanding Digital Tribes in the Latin American gaming market.
First, what are Digital Tribes? They are groups of people sharing interests, values, beliefs, and habits in the digital environment, such as social networks, blogs, forums, video games, etc. These tribes have their own identity, fluid communication, active participation, and mutual influence.
People are no longer constrained and isolated by physical boundaries. Instead, they can connect in a very personal and tailored way with hundreds of people with similar interests worldwide, forming Digital Tribes that share common interests and beliefs.
As the Internet has evolved, it’s become extremely easy to tribe. With the advent of social networks such as Facebook, people can find like-minded people and participate in small communities with common interests.
In the gaming industry, Digital Tribes are players who share common interests, preferences, behaviors, and values in the online gaming environment. Various criteria, such as game type, platform, genre, skill level, social interaction, motivation, identity, etc. can categorize them.
Some of the Digital Tribes in the casino and sports betting gaming industry for Latin American players are:
Casual and social bettors: They bet for fun, entertainment, and excitement without investing too much time, money, or effort. They prefer simple, easily accessible bets on mobile devices, or web browsers. They could be more competitive and loyal to any platform or brand. They may bet on games such as bingo, slots, roulette, etc. They also enjoy online or offline betting with their friends or family and use betting to socialize and communicate. They may bet on poker, blackjack, rummy, etc.
Hardcore and competitive bettors: They bet for challenge, achievement, and mastery, investing time, money, and effort. They prefer complex, challenging, and immersive wagers. They are highly competitive and loyal to a particular platform or brand. They may bet on games such as sports, e-sports, fantasy, etc. They also enjoy watching and participating in tournaments as players or spectators, following the professional scene and the odds. They may bet on football, basketball, tennis, etc.
Success in the online gaming environment requires a new view of the target customer: as a tribe member. These tribes form around areas of interest rather than physical characteristics such as geography. It is relevant to online gaming platforms’ digital marketing strategies.
The challenge is understanding their interests and how best to meet their needs by identifying specific Digital Tribes that exist or may form. Let’s keep in mind that people in Latin America are generally not loyal to brands but to the benefits they provide.
