Industry News
What Advertising Channels Are Most Profitable for iGaming Operators?
When budding entrepreneurs start to fret over the costs of getting their business off the ground and growing it, chances are somebody will try to encourage them by offering the famous saying “You must spend money to make money.” This gem of wisdom is attributed to Plautus, an influential comic playwright of ancient Rome.
Enterprising individuals come to learn that it is impossible to build a successful business without investment. One could even argue that modern-day entrepreneurs have no choice – they operate in a globalized, technologically advanced business landscape where competition is fierce and the battle for customers merciless.
Perhaps it is no coincidence that advertising has been around for as long as the concept of commercial activity has existed. By informing people of new products or services and persuading them to buy, ads have kept the engine of business running for millennia. Advertising remains as potent a tool as ever, proving indispensable for raising brand awareness, attracting new customers, and growing revenues.
In the case of iGaming, these rules also apply, but the industry also has unique challenges to overcome. For one thing, it is a strictly regulated one, and online gambling remains prohibited in many countries. On the other hand, the market is expected to grow at a healthy rate as the regulatory grip relaxes in new jurisdictions and disposable incomes increase.
While the opportunities are there, iGaming operators still need to make an effort to seize them. Since the primary goal is to expand customer bases, online gambling providers should make the most of advertising, carefully crafting their strategies and prioritizing channels that deliver the desired return on investment.
The advent of digital platforms has created numerous options for advertising, but several choices have proved to work best for iGaming operators when it comes to player acquisition. Given that no strategy is perfect, the best course of action is to opt for an integrated approach.
Search Engine Optimization (SEO)
This is not an advertising channel per se, but no digital strategy can hope to succeed without incorporating SEO. Search engines keep the wheel of internet activity turning, and constantly improving algorithms make search results increasingly accurate.
On the other hand, the deluge of online data has become a serious challenge for marketers, requiring a laser-sharp focus to create campaigns that work. SEO is critical for achieving a prominent ranking in search results, and by optimizing their website content, iGaming companies can put their brand on the map and attract traffic, potentially converting visitors to players.
The good thing about SEO is that it is basically free if one does not count the cost of hiring experts to handle this part of the customer acquisition process. However, this is unlikely to deliver optimal results on its own.
Affiliate Marketing
Provided they secure the right partners, iGaming companies may derive the greatest benefits from affiliate marketing. Simply put, it involves the use of third parties to promote products and services in exchange for a commission. According to some estimates, affiliate programs account for between 15% and 30% of sales for advertisers. Here’s an example of content based online gambling affiliate website – best online casino sites for real money at SlotsUp.com.
The enduring appeal of affiliate marketing has to do with its cost-effectiveness as a result of its performance-based model, meaning that payment is made only for converted players. In addition, this approach ensures highly relevant traffic, further enhancing the prospects for customer acquisition.
Paid Search Marketing
iGaming businesses can step up their ad game with paid search marketing, which might be better known as pay-per-click (PPC). The success of such campaign hinges on extensive keyword research and the selection of just the right one(s).
This approach is the most certain way of ensuring that a company product or service gets top ranking on a search engine results page. Another advantage is that a PPC campaign requires little time and effort to launch while offering one of the easiest and most accurate ways of tracking return on investment.
Social media
It is no longer possible to imagine the internet without search engines, and the same has come to be true of social media platforms. They have taken over personal communication but also provided brands with an advertising channel of tremendous power.
With about 3.5 billion people (45% of the global population) actively using social media, iGaming operators have an exceptionally valuable tool for acquiring new customers. These platforms are communication hubs where a website link, an announcement, a positive review, or a brand-related image can reach a staggering number of people.
Given the nature of their business, online gambling companies cannot advertise with absolute freedom, but they can still tap the immense potential of social networks by providing high-quality, relevant content and engaging their audience. As brand recognition grows and visitors start to associate the name with a worthwhile experience, the conversion rate is bound to accelerate.
These player acquisition strategies and some other suggestions are explored in depth in an e-book published by BetConstruct, a company offering technology and services to gaming operators. Ultimately, it is up to iGaming providers to experiment with various options, analyze the outcomes, and create a combination that maximizes conversion rates while reducing customer acquisition costs.
Carsten Koerl
Sportradar Reports First Quarter 2026 Financial Results
Sportradar Group has announced the financial results for its first quarter ended March 31, 2026.
Carsten Koerl, CEO of Sportradar Group, said: “Sportradar’s first quarter growth reflects our premier position as the scaled leader in the expanding global sports data ecosystem. We continue to deepen our relationships across our expansive distribution network, providing additional content, products and services to our sportsbook, media and technology clients. Our recently acquired portfolio of IMG content has further bolstered our diverse offering and is resonating with customers worldwide while also expanding our margins as we increasingly leverage our existing infrastructure. Maximizing the opportunities our market leadership position and long-standing relationships remains our priority as we also begin to capitalize on new avenues of growth, including prediction markets and iGaming. Driving value for our partners and clients has always been our focus and continuing to do so should build additional shareholder value in the months and years ahead. Our confidence in our trajectory is demonstrated by the increased buyback activity this past quarter as well as the enhanced open market share repurchase program announced today.”
Total revenue for the first quarter was €347 million, up €35 million, or 11% year-over-year, driven by 15% growth in Betting Technology & Solutions, partially offset by a 4% decline in Sports Content, Technology & Services.
Betting Technology & Solutions revenues of €288 million were up 15% year-over-year primarily driven by a 20% increase in Betting & Gaming Content due to contributions related to the acquisition of IMG ARENA, uptake of the Company’s content and products, as well as U.S. market growth, partially offset by the significant impact of foreign currency movements. Managed Betting Services revenues declined 2%, as higher turnover in the Managed Trading Services business was offset by unfavourable sporting outcomes during the quarter.
Sports Content, Technology & Services revenues of €59 million declined 4% year-over-year primarily driven by a 9% decline in Marketing & Media Services, due primarily to a reduction in marketing campaigns from certain existing customers during the quarter, partially offset by increased revenue from Integrity Services.
The Company generated strong revenue growth globally with Rest of World up 14% and the US up 4%. Foreign currency movements, particularly due to the U.S. dollar relative to the Euro, continue to negatively impact earnings. As a percentage of total Company revenues, US revenue represented 26% of total Company revenue in the first quarter as compared to 28% in the prior year quarter.
Loss for the period was €6 million, down €31 million, compared to a profit of €24 million in the same quarter a year ago, as the Company’s strong operating results were more than offset primarily by a foreign currency loss of €9 million versus a gain of €28 million in the same period a year ago, due principally to unrealised currency fluctuations mainly associated with U.S. dollar-denominated sports rights. The first quarter of 2026 also included higher depreciation and amortization and finance costs primarily related to the acquisition of IMG ARENA, partially offset by lower income taxes.
Adjusted EBITDA
First quarter Adjusted EBITDA was €66 million, up €7 million, or 12% compared to €59 million in the same quarter in 2025. The increase was largely driven by the 11% revenue growth, primarily offset by the inclusion of costs related to IMG ARENA, most notably sport rights.
Business Highlights
Announced key addition to Sportradar’s leadership team, naming Sameer Deen as Chief Operating Officer, commencing May 18, 2026.
Launched Playradar, a dedicated iGaming brand delivering hybrid sports-casino content to global operators across slots, table games, virtual sports, arcade and crash games, operating exclusively in regulated markets.
Expanded the Company’s multi-year partnership with Hard Rock Bet, adding official PGA TOUR and UFC data and enhanced in-play betting capabilities including 3D shot tracking and micro markets.
Extended and expanded the Company’s integrity services agreement with FIFA for an additional five years through 2031, providing AI-driven bet-monitoring, intelligence and investigation support, and risk assessment services across FIFA’s 211 member associations and competitions worldwide.
Announced a multi-year partnership with the Liga Nacional de Basquete for worldwide rights for official data as well as audiovisual betting, completing Sportradar’s presence across Brazil’s three most popular sports.
The post Sportradar Reports First Quarter 2026 Financial Results appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
game-mechanics
Microgaming rolls out Link & Merge mechanic with three-slot launch on 29 April
Microgaming is launching a new slot mechanic, Link & Merge, on 29 April via the simultaneous release of three titles: Almighty Zeus Wilds Link&Merge, Lucky Twins Wilds Link&Merge and 123 Soccer Link&Merge.
The Link&Merge feature is positioned as a variation on Hold & Spin-style gameplay. When five or more adjacent Coin symbols land, they link and merge into a single higher-value symbol. The merge then triggers one of three bonus outcomes: Jackpot, Multiply or Spread, with the potential for additional Coin symbols to land and create further merges.
Microgaming is pairing the mechanic with three themes at launch: Almighty Zeus Wilds Link&Merge, Lucky Twins Wilds Link&Merge and 123 Soccer Link&Merge. The supplier said each title uses the Link&Merge bonus within a shared core framework that includes cluster wins, Wild Meter progression, Free Spins and Multiplier Trail functionality.
A Microgaming spokesperson said: “Link&Merge gives us a mechanic with real forward momentum. Each merge has the potential to change the shape of the feature, open up new opportunities and keep the round moving in a way that feels both familiar and fresh. By launching three games around it simultaneously, we are able to give the mechanic a much bigger stage from day one and show the range it can bring to the Microgaming portfolio.”
The post Microgaming rolls out Link & Merge mechanic with three-slot launch on 29 April appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Gaming Corps
Gaming Corps launches Instant Blitz scratchcard-style game vertical
Gaming Corps, the Sweden-based publicly listed game developer, has launched Instant Blitz, a new scratchcard-inspired product vertical. The first title, also called Instant Blitz, is now live.
Instant Blitz plays across four rounds on a 3×6 active grid, where clusters of three or more matching symbols pay prizes that are added to a central Prize Pot. The grid can expand up to 6×6 via Lightning symbols, while Wheel symbols trigger a bonus with guaranteed rewards ranging from 5x to 1,000x the stake.
Other feature symbols include Multiplier, which doubles the total Prize Pot win, and Extra Rounds, which adds two additional rounds.
Alexandros Mavroudis, Product Owner at Gaming Corps, said: “Instant Blitz is an exciting launch for us because it introduces a new way of thinking about scratchcard-style content. We wanted to create something that keeps the immediacy players expect from the format but adds more structure and points of anticipation within a single session. The result is a game that feels fast and accessible on the surface but has far more going on underneath.”
Gaming Corps said the release supports low entry stakes, with bets starting from as little as 5p, positioning Instant Blitz as an option for operators looking to add lower-stake instant win content alongside other formats.
The post Gaming Corps launches Instant Blitz scratchcard-style game vertical appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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