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In recent weeks, many practitioners have begun to revisit the topic of "Whether it is necessary to create communities for overseas markets." As regulatory pressures increase and customer acquisition costs rise, communities are once again seen as key to retention and fission. However, when comparing the practices of various platforms, it is commonly found that almost no one truly treats community building as a systematic project.
Current situation: Channels ≠ Communities
Most overseas brands currently only operate at the "channel management" level:
Telegram, Instagram, TikTok channels for information distribution;
A few affiliated groups serve as announcements or prize display;
Lacking a continuous discussion atmosphere and user co-created content.
Some industry insiders mention: "Many so-called communities are actually just notification groups, with activities, benefits, and prize announcements all being one-way information flows." Another practitioner stated: "Channels are distribution outlets, not communities."
This explains why even some brands with dozens of channel matrices still suffer from dismal user activity.
Community forms and tool ecosystems
In practice, communities mainly have three forms:
Telegram ecosystem type: Combining channels, groups, and Bot functions to automate prize distribution, task check-ins, and event draws;
Social media linkage type: Relying on local mainstream social platforms (such as IG, FB, WhatsApp) for traffic diversion;
Anchor-driven type: Relying on live streaming groups to establish emotional connections.
For example, a celebrity community in South America has over two hundred thousand members, but less than a hundred are online, mostly being dummy accounts. In contrast, some small but active local groups—maintaining heat through daily red packet activities and chat tasks—can sustain better conversion.
Operational mechanisms: Activity, fission, and anti-brushing
A truly "running" gambling community usually has three layers of operational logic:
Activity mechanism: Regular events, red packet interactions, topic guidance, making the group appear "lively".
Fission mechanism: Expanding the community through invitation rewards, point tasks, and level growth.
Anti-brushing mechanism: Designing task and reward logic to prevent dummy accounts and pseudo-activity.
Some in the industry point out: "There needs to be new tricks every day, otherwise it's hard to pull activity." This statement reveals the core essence of community operations—continuously creating motives and expectations.
Industry dilemmas: The dual contradiction of compliance and market
Compliant platforms in regions like the Philippines and Cambodia currently face awkward situations:
Limited by regulatory restrictions, unable to conduct transparent promotions;
Rebate and activity space compressed;
While non-compliant platforms attract a large amount of traffic with "bold giveaways and quick returns", appealing more to impulsive small customers.
This leads to a clear industry trend: Welfare-type communities become a gray buffer zone for pulling traffic. They can attract traffic without directly touching sensitive distribution channels.
Strategy evolution: From channel matrix to community ecosystem
Early community-building platforms mostly focused on "filling fans + broadcasting", but are now transitioning to "user co-created communities (UGC)".
This transformation has two core points:
Letting users become part of the content (showing orders, skills, lottery experiences, etc.);
Designing the community as an ecosystem that can guide transactions (points, tasks, levels, rebates).
Some experienced practitioners believe:
"The endpoint of the community is to lead play. The community is both a reputation front and a traffic pool. As long as the mechanism is robust, no additional agency fees are needed."
Examples from abroad worth referencing
Some successful foreign examples are worth considering:
Stake: First gathering topic heat on Reddit, then independently building a forum to attract users;
BC Game: Driving community tasks with Bots, building a points economy;
J9 Club: Customized "brother community" structure, enhancing user stickiness.
The common points of these examples are:
Long-term thinking (community prioritized over conversion);
Systematic incentive design (behavior and rewards quantifiable);
Content ecosystem closed-loop (UGC brings continuous retention).
Future outlook
It can be foreseen that as regulations gradually improve and rebate systems become widespread, the overseas model relying solely on traffic will become increasingly difficult.
The next phase of competition will shift to community ecosystems and user management capabilities.
In the future, three paths might coexist:
Light community model centered on Bots and task systems;
Interactive community centered on anchors, topics, and UGC;
Points-based community deeply tied to brand platforms.
When the community can transform from a "tool" to an "ecosystem", the growth logic of the gambling industry will also be completely reshaped.
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