THE PROJECT

Global
Music Strategy
for Media Giant's
Newest Vertical.

Process
& Results.

the science

Shutterstock was looking to build an influencer & ad strategy to gain visibility with their customers and establish Shutterstock as a leader in the stock music market.

Due to some challenging PR moments for the brand, we knew that injecting resources into advertising x influencer partnerships could only take us so far — and does not correlate directly with audience retention nor brand trust. So building brand equity through a strong ethical stance and a more appealing visual foundation became our first focal point in ensuring that an uptick of engagement would actually convert and continue to do so long-term.

Build out their global influencer x ad strategy for increased visibility and customer acquisition

Establish Shutterstock as a leader in the stock music marketplace.

How we solved this (next tab)

Market research, persona deep-dive, brand audit as well as creative direction & strategy for a 18-month influencer campaign roadmap. ​

We began our endeavour with a hefty up-front phase of market research and development. We leveraged insight from the Shutterstock team as a jumping off point and began our independent research process.

In completing a deep dive on their existing efforts and the market landscape including: 

  • Phase 1: we built out a SWOT analysis
    • present positioning
    • key competitors
    • the industry as a whole.
  • Phase 2: Next, we moved into the build-out of: 
    •  consumer personas
    • directional guidelines for a refined visual x narrative strategy
    • robust roadmap for cross-platform marketing efforts.

SUCCESS :

Once our team made the final delivery of brand, paid advertising, and influencer marketing strategies, we provided influencer partnership campaign recommendations. Working closely with the Shutterstock team to ensure synchronicity — we helped them to target both macro x micro influencers, worldwide, to charge their ideal personas from all ends.

The exact numbers are confidential, but these strategies were successfully executed by their team & brought Shutterstock even higher engagement results than they were looking for.

services we provided  (next tab)

  • bRAND STRATEGY
  • CX STRATEGY
  • Go -to-market strategy
  • SWOT
  • Brand audit
  • Influencer Strategy
  • customer journey & conversion mapping
  • Campaign strategy

See more (scroll down )

Shutterstock, Inc. (NYSE: SSTK), is a leading global creative platform offering full-service solutions, high-quality content, and tools for brands, businesses and media companies. Directly and through its group subsidiaries, Shutterstock’s comprehensive collection includes high-quality licensed photographs, vectors, illustrations, videos, 3D models and music. Working with its growing community of over 1.7 million contributors, Shutterstock adds hundreds of thousands of images each week, and currently has more than 400 million images and more than 21 million video clips available.

What they were looking for  (next tab)

The History of Low Deposit Gambling According to Betzella

The gambling industry has undergone remarkable transformations throughout history, with one of the most significant developments being the emergence of low deposit gambling options. This evolution has democratized access to betting platforms, allowing players with modest budgets to participate in activities that were once exclusive to high-stakes players. Understanding this historical progression reveals how technological advancement, regulatory changes, and shifting consumer preferences have shaped modern gambling accessibility.

The Traditional High-Stakes Era

For decades, gambling establishments operated under a model that inherently favored affluent participants. Physical casinos required substantial minimum deposits, often ranging from $100 to $500, creating significant barriers for casual players. This exclusivity was partly driven by operational costs and the need to maintain profit margins in brick-and-mortar establishments. The administrative overhead of processing smaller transactions was considered economically unfeasible, leading to policies that effectively excluded budget-conscious gamblers.

During the 1980s and 1990s, even early online gambling platforms maintained these high minimum deposit requirements. The technology infrastructure was expensive to maintain, and payment processing fees made small transactions unprofitable. Betzella’s research indicates that average minimum deposits during this period were approximately fifteen times higher than today’s standards, adjusted for inflation. This created a two-tiered system where gambling remained an activity primarily accessible to those with substantial disposable income.

The psychological impact of these high barriers cannot be understated. Many potential players were deterred not just by the financial commitment, but by the perception that gambling was an elite activity. This exclusivity shaped the industry’s reputation and limited its growth potential, as operators failed to tap into the broader market of recreational players who preferred smaller, more manageable stakes.

Technological Revolution and Market Democratization

The late 1990s and early 2000s marked a pivotal turning point in gambling accessibility. The widespread adoption of internet technology and improved payment processing systems fundamentally altered the economic equation for operators. Digital platforms eliminated many overhead costs associated with physical establishments, enabling operators to profitably process smaller transactions. This technological shift coincided with changing consumer expectations and increased competition among operators.

Payment processors began offering more sophisticated solutions that reduced transaction fees for smaller amounts. The introduction of e-wallets, prepaid cards, and digital payment methods further streamlined the deposit process. These innovations made it economically viable for operators to accept deposits as low as $20 to $50, representing a significant departure from traditional minimums. The reduced friction in payment processing also accelerated the overall gambling experience, making it more appealing to casual players.

Betzella’s analysis of industry data from this period reveals a correlation between reduced minimum deposits and increased player acquisition rates. Operators who embraced lower deposit thresholds experienced growth rates that were 40% higher than those maintaining traditional minimums. This data-driven evidence encouraged widespread adoption of more accessible deposit policies across the industry. Modern platforms like those featured on https://betzella.com/10-deposit-betting-sites/ represent the culmination of this evolutionary process, offering unprecedented accessibility to players with varying budget constraints.

The competitive landscape intensified as more operators recognized the untapped potential of budget-conscious players. This competition drove continuous innovation in deposit policies, with some platforms eventually offering minimums as low as $10 or even $5. The race to attract new demographics led to the development of sophisticated risk management systems that could profitably serve smaller depositors while maintaining operational efficiency.

Regulatory Evolution and Consumer Protection

The shift toward lower deposit gambling required significant regulatory adaptation. Initially, many jurisdictions lacked frameworks for overseeing this new model of accessible gambling. Regulators faced the challenge of maintaining consumer protection standards while accommodating industry innovation. The development of responsible gambling measures became particularly crucial as lower barriers to entry meant potentially vulnerable populations could more easily access gambling platforms.

Progressive regulatory bodies began implementing tiered licensing systems that recognized different types of gambling operations. These frameworks established specific requirements for operators serving budget-conscious players, including enhanced identity verification, deposit tracking, and mandatory cooling-off periods. The implementation of these safeguards helped legitimize low deposit gambling while addressing concerns about problem gambling and underage access.

International regulatory harmonization played a crucial role in standardizing low deposit gambling practices. Organizations like the Malta Gaming Authority and the UK Gambling Commission developed comprehensive guidelines that balanced accessibility with protection. These regulatory frameworks established minimum standards for operator conduct, including transparent terms and conditions, fair bonus policies, and robust dispute resolution mechanisms.

The evolution of anti-money laundering (AML) requirements also influenced deposit policies. Regulators implemented sophisticated monitoring systems that could detect suspicious patterns even in small-value transactions. This technological capability enabled operators to maintain compliance while serving players with modest deposits, further legitimizing the low deposit model within the broader regulatory framework.

Modern Landscape and Future Implications

Today’s low deposit gambling environment represents a mature market that has successfully balanced accessibility with sustainability. Operators have developed sophisticated player segmentation strategies that cater to diverse budget ranges while maintaining profitability. The integration of artificial intelligence and machine learning has enabled more precise risk assessment, allowing platforms to offer personalized deposit options based on individual player profiles and behavior patterns.

The mobile revolution has further accelerated the adoption of low deposit gambling. Smartphone applications have reduced operational costs and improved user experience, making it even more economically viable to serve budget-conscious players. The convenience of mobile gambling has attracted demographics that were previously uninterested in traditional gambling formats, expanding the market significantly.

Cryptocurrency adoption has introduced new possibilities for low deposit gambling. Digital currencies offer reduced transaction fees and faster processing times, enabling operators to profitably accept even smaller deposits. This technological advancement suggests that minimum deposit requirements may continue to decrease, potentially reaching levels that make gambling accessible to virtually any interested participant.

The social acceptance of gambling has also evolved alongside these technological and regulatory changes. Low deposit options have helped normalize gambling as a form of entertainment rather than a high-stakes financial activity. This cultural shift has contributed to broader market acceptance and continued growth in the sector.

The history of low deposit gambling reflects broader trends in digital commerce and consumer empowerment. From exclusive high-stakes environments to accessible platforms serving diverse budgets, this evolution demonstrates how technological innovation, regulatory adaptation, and competitive pressure can transform entire industries. Betzella’s comprehensive analysis of this progression reveals that the democratization of gambling access has created a more sustainable and inclusive market that serves a broader range of consumer preferences while maintaining appropriate safeguards and operational viability.

the creative

What We Developed

Shutterstock was looking to build an influencer & ad strategy to gain visibility with their customers and establish Shutterstock as a leader in the stock music market.

Due to some challenging PR moments for the brand, we knew that injecting resources into advertising x influencer partnerships could only take us so far — and does not correlate directly with audience retention nor brand trust. So building brand equity through a strong ethical stance and a more appealing visual foundation became our first focal point in ensuring that an uptick of engagement would actually convert and continue to do so long-term.

Build out their global influencer x ad strategy for increased visibility and customer acquisition

Establish Shutterstock as a leader in the stock music marketplace.

Market research, persona deep-dive, brand audit as well as creative direction & strategy for a 18-month influencer campaign roadmap. ​

We began our endeavour with a hefty up-front phase of market research and development. We leveraged insight from the Shutterstock team as a jumping off point and began our independent research process. In completing a deep dive on their existing efforts and the market landscape, we built out a SWOT analysis of their present positioning, key competitors, and the industry as a whole. Next, we moved into the build-out of consumer personas, directional guidelines for a refined visual x narrative strategy, and a robust roadmap for cross-platform marketing efforts.

SUCCESS :

Once our team made the final delivery of brand, paid advertising, and influencer marketing strategies, we provided influencer partnership campaign recommendations. Working closely with the Shutterstock team to ensure synchronicity — we helped them to target both macro x micro influencers, worldwide, to charge their ideal personas from all ends.

The exact numbers are confidential, but these strategies were successfully executed by their team & brought Shutterstock even higher engagement results than they were looking for.

✹SERVICES✹

BRAND STRATEGY
CX STRATEGY
Go -to-market strategy
SWOT
Brand audit
Influencer Strategy
customer conversion
Campaign strategy

Skip to content