News analysis

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    Following a career as an SEO spanning two decades, Paul Reilly has spent the last six years learning about the practical uses of AI, applying his knowledge to the launch of a casino affiliate portal where the reviews are almost entirely generated this way. Here he summarises his experience for iGB readers

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    8 September 2020

    August saw the final rounds of the Uefa Europa League and Champions League take place, bringing the European football season to an end following long delays. Find out below how this affected sports betting metrics, in the latest edition of Optimove's iGaming Pulse.

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    Gambling sponsorship in sport has become widespread in recent years, but this ubiquity has drawn ever-louder criticism, Daniel O'Boyle writes. With bans either in place or incoming in Europe, will betting brands disappear from strips in the UK? And if so how can the industry adapt to the loss of a major marketing channel - and sport to a significant source of funding?

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    The role of an affiliate is constantly evolving, and now sees them increasingly assume the role of an influencer that engages with consumers to help them connect with, and grow to trust, brands, says Sarafina Wolde Gabriel.

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    10 August 2020

    As Europe’s major football leagues concluded in July following their novel coronavirus (Covid-19) enforced breaks, did customers flock back to betting operators?

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    With Catena bucking its earlier warnings and flying through the Q2 crisis months with ease, its subsequent comments on affiliate compliance are instructive of how the terms of debate are shifting on licensing of affiliates in GB and elsewhere, writes Scott Longley

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    This morning, Neil Patel joined iGB Live Online to break down the ‘Google Wars’, offering affiliates and digital marketers some simple hacks to help elevate their SEO efforts.

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    James Ashton from FindMyUKCasino.com says there is a major issue with content theft and plagiarism and suggests ways affiliates can protect their most valuable asset

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    Following yesterday's piece explaining why affiliates in Great Britain should not be subject to a licensing regime, BonusFinder's Fintan Costello sets out why a regulatory framework would benefit the sector.

  • article
    7 July 2020

    In June the key metrics returned to pre-Covid-19 levels, which is good news for the industry. Now is an ideal time for operators to implement best practice-based methodologies to reap the benefits of their new and existing players

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    Thomas Jones, founder of BingoSites.co.uk, says that licensing affiliates would likely only benefit the largest publishers and force small but great sites out of the market.

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    James Ashton, Head of Content at FindMyUKCasino.com, suggests ways the relationship between affiliates and operators can be improved for the benefit of both parties.

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    That Google chose to warn now of the impacts of an algorithm update that won’t take full effect until 2021 indicates just how important a staging post this will be in its drive to ensure user-friendly sites win out in the rankings. Martin Calvert runs through what constitutes positive Page Experience for the search engine giant and how igaming websites can adjust their SEO strategy now to ensure their traffic doesn’t take a hit

  • article
    5 June 2020

    Sporting events are finally making a comeback after months of being shut down due to the ongoing novel coronavirus (Covid-19) pandemic. But how does this translate into numbers?

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    In the second part of Joanne Christie's analysis of how lotteries must evolve after lockdown, discussion turns to the content and channels of marketing campaigns, and the importance of a digital fallback for the core retail offering.

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    The second day of ICE North America Digital focused on sports betting, looking both at the regulatory prospects in the wake of Covid-19’s disruption, as well as examining the new products growing in popularity during the shutdown.

  • article
    11 May 2020

    April saw all monetary metrics on the rise as the global lockdown continued, even in fixture-starved online sports betting, where only the most valuable players remained active and spending

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    The novel coronavirus (Covid-19) pandemic has seen operators, regulators and governments in multiple countries take action to ensure players are protected from gambling harms during nationwide lockdowns. Ampersand, Clarion Gaming’s open source discussion forum, held its inaugural online edition to discuss what these efforts mean for the sector. By Ewa Bakun and Robin Harrison

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    Lockdowns and the cancellation of sporting events have wreaked havoc on the sports betting industry, says Julia Logan. But operators are adapting in a bid to protect their revenues

  • article
    7 April 2020

    Deposit amounts and conversion rates were up in the casino vertical as sports bettors starved of fixtures turned their attention to casino games instead

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