iGaming Business
We work with industry leaders to bring you the most insightful content in iGaming.
MARKETING
Originally focused on live events, iGaming Business has recently expanded its offering to include a comprehensive digital experience. The company provides news, data, in-depth analysis and interviews across its digital and print platforms, helping professionals in the industry stay informed and maintain high standards in their work.
iGaming Business has been supplying content to the online gaming sector for over 16 years. Its editorial team shares more than 30 years of combined experience, and the company boasts an unrivalled network of expert contributors covering all areas of the industry.
What did we do?
WordPress
Backend development
Design
Frontend development
Interaction design
Consultation
What did the client think?
iGaming Business, a part of Clarion Events
Clarion is committed to delivering exceptional customer experiences and outcomes. As client expectations and needs evolve, the company continues to develop its products and services. Its vision is to be a leading industry partner, enabling meaningful connections between people, communities and opportunities. As the markets it serves continue to shift, Clarion is constantly exploring new ways to innovate and enhance its live events and digital products, both in how they’re created and how they’re delivered.
Clarion’s unique culture and identity are shaped by its people and its core values: passion, care, imagination and trust. The company hires and supports dedicated, passionate individuals, and invests in their growth within a positive, open environment built on mutual respect.
Diversity, inclusion and equality are seen as essential to Clarion’s success as a vibrant and forward-thinking organisation. The company strives to place tolerance and inclusion at the heart of everything it does and works actively to attract, develop and retain a diverse workforce that reflects the communities and markets in which it operates. Clarion maintains a zero-tolerance policy towards all forms of discrimination.
A digital shift
At the time of the merger, a website was already live at igamingbusiness.com, developed and launched by Angry Creative/Pragmatic – and it had begun to gain traction in the market.
When COVID-19 hit, all live events were put on hold, accelerating the company’s transition towards digital content and experiences for the gaming industry. At the same time, preparations were underway for the eventual return of live events.
The project scope included the following key elements:
- Extending the existing igamingbusiness.com website by adding functionality, with a particular focus on the user experience for logged-in visitors
- Creating a multisite network to support two additional brands within the gaming division
- Launching the two new websites, including content migration, brand implementation and selected customisations
To bring this vision to life, iGaming Business entered into a close collaboration with Angry Creative. Together, they worked to deliver a comprehensive solution tailored to meet both the technical specifications and the editorial goals of the organisation.
Bringing other brands up to standard
The two additional brands (ICE Gaming and iGB Affiliate), had legacy websites primarily focused on promoting live events, rather than offering the kind of pioneering digital experiences already in place on the iGaming Business platform.
The main objective was to bring these two brands in line with the standard set by igamingbusiness.com. In parallel, iGaming Business also had a number of iterative improvements it wished to implement on its own site.
The main target outcomes were:
- Collect user data to support lead generation and integrate with Pardot.
- Build a network of websites capable of sharing content seamlessly between them.
- Establish a platform from which future websites could be launched efficiently and cost-effectively.
- Migrate the two additional websites into the new digital content paradigm.
- Improve the integration of search functionality and the content library.
Bringing the brands together
The Broadcast plugin was used to allow the three websites to share content efficiently, this included planning for a global content structure and taxonomies, enabling content to be shared with minimal editorial overhead. Zephr was also chosen for data capture and Pardot integration a highly sophisticated solution that will give the IGB team powerful tools to personalise on-site user journeys.
Content migration tends to require a collaborative and iterative approach, and that was certainly the case here.
