We need more iGaming content with storytelling aspects. As online gambling has grown, so, too, has the number of have-a-go writers producing sub-par sales copies, or worse, “writers” resorting to AI to produce overly spammy, factually incorrect clones of already existing material. You don’t have to look far to find them. The online casino world is littered with this material.
As the industry has evolved, so too has my writing. I’ve had to regularly change my approach to ensure that I deliver the highest-quality iGaming content that resonates with my readers. Today, the key is storytelling, and in this guide, I’ll explain what I mean and introduce you to the concept.
Taking Readers on a Personal Journey
The simplest way to produce iGaming content with storytelling techniques is to go for the personal approach. When you decide to utilise personal iGaming content, you’re giving readers the impression that you know what you’re talking about. Players can equate to your journey through games and sites. They know that you’re not simply trying to flog them something – everybody else does that, with virtually every company and product on the market.
Readers want to know that when they read your content, they are going to understand step-by-step the journey you took to come to the conclusions that you did. They want to know that you’re firm but fair, honest and critical. I’m not asking you to write the next great novel, but simply to personalise your content. There are ways to do that, as I’ll explain next.
How to Use Storytelling When Writing
To give your iGaming content and a more authentic, genuine storytelling experience, you need to focus on how you explain your material to your audience. They want to know about your slot player experience, not read whatever promotional material the casino or software provider wants them to know. To help you get the right sort of storytelling tone, I recommend the following:
- Personalise the experience by using “I” a lot. It’s fine to include stats and figures, but only use those that players would find naturally, and explain what they mean to you as a player.
- Stick to talking about things that players can resonate with. For instance, discuss what you played, how it felt, and what about the experience interested you. The chances are that this is what will interest readers, too.
- Don’t be shy when it comes to explaining any negative thoughts about games and casinos. You shouldn’t just write positively, no matter what Grammarly tells you. Including some negatives just showcases that you’re being fair and that your material isn’t overly promotional.
- I’d refrain from recommending specific games and casinos unless you’ve tried and tested them, and truly believe a player’s experience would benefit from doing so. Instead, it’s wiser to recommend “types” of games and casinos, rather than specific options.
- Lastly, don’t promise riches to readers. It’s worthwhile explaining that if they think like you do, they’ll likely get something out of the game, even if it’s only a decent experience. Telling them that they’ll win X or Y will only leave them frustrated with you if they don’t.
How to Avoid Sales Copies
As well as writing in a way that fosters a storytelling approach to your iGaming content, I’ll also talk about how to avoid producing what are essentially sales copies. This is far more straightforward. It’s a fairly straightforward list that includes:
- Avoid focusing on how much can be won, especially when it comes to past wins in progressive jackpot slots.
- Avoid promoting specific casinos or brands. Showcasing casino promotions and devoting a lot of time to these in a review, for instance, simply tells the reader that you’re more interested in convincing them to join a casino, rather than the experience.
- Avoid using terms like “players” and “we”. “Players” makes it sound as though you treat them as a commodity, while “we” makes it sound as though you’re acting on behalf of a larger organisation or the casino itself. Instead, opt to speak to the readers directly by using “you” and focusing on your personal experience with “I”.
- Don’t overhype anything. It’s easy to get carried away with how good you thought the features in a slot were, or how great a bonus was. However, you must remember that your readers might have an entirely different experience, so try to refrain from using a sales pitch, even with games or sites you really love. Be positive by all means, but be restrained to a degree.
- Remind players about the perils of gambling. While most players know what gambling involves, sometimes even the best of them need to be reminded every once in a while that they can lose everything they bet or to gamble responsibly.
Make Your iGaming Content Stand Out
By following my advice, I believe that you can make your iGaming content stand out. Don’t be shy about taking your readers on an adventure, using storytelling and your own personal experiences to emphasise that. Stick to my advice above, and I’m certain that you’ll not only produce more story-driven content but also take greater pride in the personal material you write.
The Writer’s Role in Building Player Loyalty Through Content
The Balance Between SEO and Authenticity in iGaming Writing
The Writer’s Role in Advocating for Responsible Gambling
Why Honesty Matters in Casino Reviews