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Slow and steady wins the race
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James Ashton, Head of Content at online casino comparison site FindMyUKCasino.com, says that affiliates should focus on brand building rather than link building.
The online casino affiliate space is one of the most competitive for performance marketers to enter and fight for the spoils. There are thousands of sites all targeting the same players with the same offers from the same casinos.
The majority take the same approach to drive players to their sites, identifying key search terms and then creating ranking content around those words and phrases. This is then supported with link building activity where a volume of value approach is considered the best.
But with so many sites targeting the same keywords with the same content and same approach to link building, it is tough to stand out and deliver potential players the information, tools, and services they need to make an informed decision about where to play.
It could be argued that online casino affiliates are so focused on ranking and link building that the product they offer those that do land on their sites is not up to the standard that it should be. With FindMyUKCasino.com, we have prioritized product and brand over ranking and link building.
So how, and why, have we done this?
Design for the user first and foremost:
The majority of online casino comparison sites use the same design and layout, with the online casino brands they work with listed on the homepage followed by reams of content based around the keywords they want that page to rank for.
With FindMyUKCasino.com, we have designed our homepage so that it looks more like a news or magazine website, allowing us to showcase the great content that we have invested a lot of time and effort into creating.
We have sections for news, features, and must-read guides and interviews that split the homepage into various sections. This makes it really easy for readers to navigate and explore; they can access all this information for free without having to scroll through reams of online casino listings.
Sure, we have split this up with casino cards that we use to push our casino partners, but we have achieved this in a way that looks authentic and does not impose on the user experience. We want them to access our content first and then if they wish, sign up to our casino partners second.
Content that delivers genuine value:
When it comes to the content we create, we focus on genuine, authentic features, explainers, guides and interviews that online casino players want to read. We work with our operator partners to create this content, as well as game developers, regulators, and other stakeholders.
Of course, we are mindful of the need to create some content around key ranking phrases as search remains a big driver of traffic for online casino affiliates. But even when we do, we ensure the content provides the value our readers are looking for.
There really is no point in ranking for a keyword or phrase and have a reader click through to your site only to find the page they have landed on does not provide the information or answers they are looking for. They will simply click off and never come back.
This means writing content that is clear and easy to read and not packed full of terms and phrases designed to assist with ranking. For example, we would never write “the best online casinos the UK will offer…” – a visitor reading this will assume we have made a typo or our writers are not that great.
For online casino comparison sites looking to deliver the best possible experience to visitors, creating top-quality content must be an absolute priority.
Active on social media:
Social media can be a bit of a minefield for online casino affiliates, but we believe it is a powerful way to engage and communicate with our readers. No matter the size of your following – we have a little over 60 followers but growing steadily – its shows you are real and helps to build trust.
The great thing about social media is that affiliates can experiment and have fun; we are working on all sorts of ideas for videos, competitions, interviews, that we believe will really drive engagement and loyalty with our readers and followers.
Build a brand for long term success:
The approach we are taking with Find My UK Casino is that of building a brand as we believe this will ensure we not only acquire readers and potential players but that we are able to retain them over time. Sure, this is a long process to undertake but slow and steady often wins the race.
The ultimate goal is that people Google “Find My Uk Casino” as they know we are the best destination for everything they need to know about playing at online casinos in the UK. We know that is a long way off, but by taking the above approach is a goal we are certain we will achieve.
This approach will not be for all online casino affiliates, but we are happy to be swimming against the tide as we believe this is what will ultimately allow us to stand out from the crowd.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Slow and steady wins the race
Latest News
TEAM VITALITY AND SKIN.CLUB SUPPORT THE SECOND EDITION OF THE ELITE FE TOURNAMENT ON CS2
Team Vitality is proud to announce its support for the second edition of the Elite FE tournament, organised by streamer and Elite FE founder, Minaleyy.
The women’s Counter-Strike 2 (CS2) event, is organised in collaboration with Skin.Club, and brings together the world’s top players to participate in tournaments for a €1000 cash prize.
With only 6% of women in professional esports, the Elite FE tournament aims to promote female talent within the CS2 scene and strengthen their visibility. This initiative is part of an overall effort to encourage more diversity and inclusion in the esports industry.
A SPRINGBOARD FOR WOMEN’S CS2 TEAMS
The Elite FE tournament will bring together 16 international women’s teams, including 4 selected by Minaleyy in collaboration with Team Vitality and Skin.Club, to compete on the FACEIT platform. In each tournament, the winning team will be awarded €1000 as well as various prizes, including Team Vitality merchandising and gaming equipment.
From 23rd February, the entire tournament will be broadcast live on Twitch and hosted by Minaleyy, who will be accompanied by various casters. Debriefs, game analysis, and engaging video content will be produced to contribute to the visibility of the participating teams and encourage conversations on social media.
Designed as a warm-up for professional teams ahead of the upcoming ESL Impact season, the Elite FE tournaments will be held every two months starting in February 2025, with matches scheduled on Sundays to maximise participation and viewership. By aligning with major esports events, Elite FE aims to be a key tournament for player development and a training ground for teams aspiring to reach the professional level.
This tournament represents a competitive, positive and inclusive vision for diversity in esports. By regularly hosting events, Elite FE aims to become an essential platform for CS2 players, while actively showcasing emerging talent.
TEAM VITALITY CONTINUES ITS COMMITMENT TO WOMEN’S ESPORTS
By supporting the Elite FE tournament, organised by Minaleyy, Team Vitality reaffirms its strong commitment to developing women’s esports. The competition provides semi-pro and amateur players with a unique platform to enhance their skills, increase their visibility and integrate into a scene moving towards greater diversity.
This initiative builds on Team Vitality’s ongoing efforts to promote inclusivity in esports, which to date has included the creation of its women’s League of Legends team, the Rising Bees, and its women’s Mobile Legends: Bang Bang team. These initiatives reflect the club’s commitment to actively supporting the emergence of leaders both in the competitive field and at a community level. Team Vitality and Minaleyy are also thrilled to welcome Skin.Club to the project, ensuring the best conditions for the project’s success and maximising visibility for players within the CS2 ecosystem.
The post TEAM VITALITY AND SKIN.CLUB SUPPORT THE SECOND EDITION OF THE ELITE FE TOURNAMENT ON CS2 appeared first on European Gaming Industry News.
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ESL FACEIT Group Names Acer Official OEM Partner
Partnership Brings Cutting-Edge Technology to Esports Athletes Throughout 2025 ESL Pro Tour Circuit
ESL FACEIT Group (EFG), the leading esports and video game entertainment company, today announced Acer as its Original Equipment Manufacturer (OEM) Partner throughout EFG’s premier Counter-Strike ecosystem, ESL Pro Tour – including flagship tournaments, pro circuits, and amateur scenes.
“Our partnership with Acer arms top Counter-Strike competitors with the industry-leading technology they need to play at their best,” said Bastian Veiser, Director Partner Management, EFG. “This comprehensive collaboration provides year-round access to top-of-the-line gear that will empower not only the pinnacle of competition, but also rising talent, for years to come.”
EFG and Acer’s collaboration extends to several tiers of competitive play, including ESL Challenger League, ESL Pro League, and Intel® Extreme Masters (IEM) tournaments. EFG and Acer will celebrate the deal during IEM Katowice on February 7-9, with a hands-on, immersive activation alongside a product announcement at one of the biggest Counter-Strike 2 events of the year. Beyond IEM Katowice, Predator gaming products will also be featured at both online and offline EFG competitions and on-broadcast in multiple languages.
“The esports audience is at the heart of our Predator product line, and EFG offers unprecedented access to these dedicated fans through its premier events, both in-person and online,” said Vincent Lin, Associate Vice President, Global Product Marketing and Planning, Acer Inc. “Counter-Strike esports presents a unique opportunity to connect with one of the longest-standing competitive titles and a vast fan base seeking the precision, intensity, and performance that our Predator gaming technology delivers.”
For more information on ESL FACEIT Group, visit eslfaceitgroup.com and follow EFG on LinkedIn.
The post ESL FACEIT Group Names Acer Official OEM Partner appeared first on European Gaming Industry News.
Latest News
Full House – UK’s biggest bingo operator to undergo wireless network transformation across UK bingo venues
Principle Networks wins five-year Buzz Bingo partnership
Network services provider Principle Networks announces a new partnership with Buzz Bingo, Britain’s biggest omnichannel bingo operator, to upgrade the Wi-Fi networks across its 80 bingo clubs in England and Scotland.
The project, which will be co-managed by Principle Networks and Buzz Bingo’s IT team over a five-year term, will see the implementation of Cisco Meraki wireless access points. These enterprise-grade cloud-managed access points are designed to connect IoT devices and security solutions and will enable Buzz Bingo to offer a range of new services and improve customer experiences across its clubs.
Buzz Bingo is part of Buzz Group Ltd, which comprises Buzz Bingo, Buzz Casino, BADA Bingo, The Slots Room at Buzz Bingo and Buzz Presents. It has over one million members, and last year welcomed 200,000 new visitors. Its award-winning website, buzzbingo.com, enables people to play together anywhere via their mobile, tablet, desktop and connect to omnichannel games via touchpads in its bingo clubs.
David Cutts, Chief Technology Officer at Buzz Bingo, said: “A key part of our growth will be driven by enhancing customer experiences through investments in our clubs and the latest technologies. The concept of bingo has evolved. Today, customers have a wide range of choices of how they want to play – and our omnichannel approach is unique – with technology sitting at the heart. Principle Networks demonstrated a deep understanding of our objectives and have the expertise required to deliver them. We’re excited about this partnership’s possibilities and look forward to working with the team.”
Principle Networks specialises in implementing and designing scalable, agile and future-proofed cloud-based networks for mid to large enterprises across all sectors, including retail, legal, logistics, social housing, automotive, financial services, local government and IT.
Over the course of the agreement, Principle Networks will work with Buzz Bingo’s IT team to constantly evolve how Buzz Bingo serves its customers and support the organisation’s long-term digital strategy.
Russell Crowley, co-founder at Principle Networks, said: “A secure and reliable network infrastructure is central to delivering the best possible customer experience, whether online or in a club. As the UK’s biggest bingo operator, Buzz Bingo is continually looking for innovative ways to enhance its offering, and we’re very proud to have been chosen as its IT partner for the next five years.”
The post Full House – UK’s biggest bingo operator to undergo wireless network transformation across UK bingo venues appeared first on European Gaming Industry News.
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