In 2018, studies found heavy metal was the fastest growing music genre, receiving a 154% increase in streaming. Understandably, 2018 was a monumental year for the genre, with Mötley Crüe reuniting and releasing four new songs and Pig Destroyer releasing their sixth studio album. However, perhaps why 2018 was so successful is more than the arrival of new albums and overdue reunions. We can look at it as another example of how commercially successful metal/rock music can be. Further, in an age of celebrity branding and influencer marketing, it is an example of why businesses should hire metal/rock artists as brand ambassadors. In particular, online gambling and sports betting companies could benefit significantly from tapping into this market.
Future Brand Ambassadors in The Gambling Industry
Music is an integral part of games, especially metal/rock. Classic video games like Rock Band feature bands like Disturbed and Guitar Hero includes Bon Jovi and Slipknot. In other gaming genres, there are music-themed slots based onbands like Motorhead and Guns N’ Roses. Additionally, the games offered on the online casino at Paddy Power, such as Grease, Britain’s Got Talent, and Money Train 2, which all have unique bonuses and promotions, further demonstrating the prevalence of multiple music genres in the gaming industry.
So, why is there a lack of musicians acting as brand ambassadors for online gambling companies? When sportsbooks need someone to be the face of their platform, they work with athletes and sports personalities. They recognise the two go together like hands in gloves. For example, in 2020, Paddy Power signed former England footballer Peter Crouch as its new brand ambassador. The news was well-received by the public, with Crouch’s campaign video for the platform recording over a million views in 12 hours.
Yet, games and music, especially slot games and metal/rock music, have a similar relationship with attracting and retaining s, and still, this remains a relatively untapped market. Of course, there are a few exceptions. In 2017, Ozzy Osbourne became the brand ambassador for a new UK-based online casino. If anything, though, this exception should indicate that there is a market worth exploring here. After all, if a new casino operator can enter into a partnership with a metal legend like Osbourne, imagine who the larger, more established platforms can get. James Hetfield, for instance, one of the founding of Metallica, would be a good ambassador considering Metallica has influenced many gaming niches.
Most businesses today are turning to brand ambassadors as they help build trust and humanise your brand, according to a recent KW Digital article. The online gambling industry, which the Gambling Commission said generated a GGY of £5.7 billion between April 2019 and March 2020, is no exception. Over the past few years, we’ve seen many platforms turn to sports stars and actors to fill this role. However, considering the influence music plays in the gaming industry, such as metal/rock in online slot games, it is surprising that the idea of hiring metal/rock musicians as brand ambassadors is still relatively unexplored.
