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Take control of your content
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Martyn Hannah, director of eGaming content marketing agency, ghostfoundry, says operators need to launch content hubs to engage players in line with marketing rules
Online gambling operators in established European markets are coming under increasing pressure from regulators and watchdogs over the way they advertise to players.
In the UK, the Great Britain Gambling Commission and Advertising Standards Authority have come down hard on those considered to have breached the rules.
Over the past 18 months, this has seen some of the largest and most established operators being hit with multi-million-pound fines.
It has also led to a shake-up of the affiliate ecosystem, with the regulator making it clear that operators are ultimately responsible for the content published on their behalf.
For this reason, online casino operators and their marketing teams should look to take greater control over content and ramp up their own publishing efforts.
To do this, they should launch their own content hubs packed full of unique, high-value content that engages, educates and entertains consumers.
By doing this, online gambling operators can deliver increased value to customers, drive new player traffic and significantly boost loyalty.
There are also tremendous SEO benefits to operators running their own content hubs and regularly posting articles, graphics and videos across social media.
There are cost benefits, too.
While operators will have to invest in content – ether via an internal team or by partnering with an agency – it is significantly cheaper than paying affiliates to drive traffic to their sites.
So how do operators set about creating a content hub, what sort of content should they be creating and uploading and how regularly should they be posting?
I explain below.
Conduct an audit and put a strategy in place:
The first thing operators and their in-house marketers should do is conduct a content audit. As part of this, consider what you want to achieve via your content hub.
This might be:
- Driving new player traffic
- Giving current players a reason to keep coming back for more
- Improve SEO and rankings
- Have more content to share on social media
At this stage it is also vital to understand your target audience as this will impact the content you create and the platforms you use to publish it.
Note down your current content creation efforts and distribution methods, and identify how this can be streamlined into a content hub that sits naturally on your online gambling site(s).
The next step is to put a detailed content strategy in place. We always recommend breaking this down into three-month segments.
Your strategy should outline the types of content you wish to create – blogs, guides, features, interviews, videos, podcasts, etc – and where it will be distributed.
The more in-depth you make your strategy the easier it is to deploy consistently, which is key to the success of all content marketing activity.
Become a content generation machine:
With a clear plan in place, it’s time to get to work on creating content for your hub.
Depending on the scale and scope of your plan, this could be publishing one blog post per day or it could be a multi-strand approach that is a full-time job in itself.
As a starting point, we recommend that operators publish at least one post per day to their content hub which is then also shared across social media.
Then, once they get into the swing of things, they can look to increase their output and add different content formats, such as videos and podcasts.
It is important to stress the need to work with expert writers, designers, videographers, etc as poor-quality content will not achieve the results you are seeking.
Consumers are super savvy and know when they are engaging with content that offers genuine insight, value and entertainment.
Some operators are already deploying content hubs and are reaping the rewards and others should follow suit without delay.
Restrictions on marketing and advertising are only going to become more severe, and the only way for operators to overcome this is to take charge and launch their own content hubs.
Those that do will continue to attract new players and give their current players significant added value while also rocketing up the SERPs.
And all of this while being 100% compliant with the rules of engagement set out by regulators and watchdogs in markets across Europe and beyond.
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: Take control of your content

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German Federal Research Minister Dorothee Bär to open gamescom 2025
Federal Research Minister Dorothee Bär will take part in the official opening of gamescom on 20 August. This was announced today by Koelnmesse and game – The German Games Industry Association. The minister responsible for computer and video games in the German government will give a welcoming address at the opening of the world’s largest games event. Hendrik Wüst, Minister President of North Rhine-Westphalia, has also already been confirmed for the opening. During a tour of gamescom, they and other political guests of honour will gain an impression of the latest developments and trends in the games industry.
gamescom is the world’s largest and leading event for computer and video games. It brings together the international gaming community and entire games industry in a unique way, both in person in Cologne and digitally. gamescom 2025 will take place from August 20 to 24. The event will kick off on August 19, 2025 with gamescom Opening Night Live. gamescom is jointly organized by Koelnmesse and game – The German Games Industry Association.
The post German Federal Research Minister Dorothee Bär to open gamescom 2025 appeared first on European Gaming Industry News.
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kwiff and Millwall FC strike multi-year partnership
kwiff, the super-charged sports betting service, has announced a multi-year partnership with Millwall FC.
kwiff will use its new partnership with Millwall FC to reward supporters through a range of engaging content and matchday activations.
This latest partnership follows the launch of kwiff’s innovative ‘Curfew’ tool, allowing users to customise their platform access restrictions during specific time periods across the day, strengthening their commitment to responsible gaming and giving players greater control over their access. Curfew complements kwiff’s real-time player monitoring system, which tracks behaviour to detect potential risks. kwiff’s efforts in Responsible Gaming have been recognised by GamCare, which awarded the company the ‘Safer Gambling Standard’ certification.
Last season, kwiff sponsored Millwall’s sleeve for the Emirates FA Cup Fifth Round tie against Crystal Palace in March 2025.
Garry McGibbon, Director of Spryme Limited, commented: “It’s great to enter into this partnership with Millwall FC and we’re excited to see how it progresses. The foundation of any strong partnership is the people you work with. If our experience so far is anything to go by, it’s going to be a privilege working with a proper football club with such strong traditions. We’re really looking forward to it.”
Luke Wilson, Commercial Director at The Den, added: “We’re thrilled to be continuing our relationship with kwiff, following on from their sleeve sponsorship of our FA Cup Fifth Round tie last season. Within a competitive market, they have quickly established themselves as a fast-growing and innovative brand. We’re looking forward to working with Garry and his team throughout the coming season as we continue to support the growth of their brand within the UK.”
The post kwiff and Millwall FC strike multi-year partnership appeared first on European Gaming Industry News.
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Jelly, True Rippers BGMI star, speaks out against cyberbullying: calls for a safer, more respectful ecosystem
Jelly, one of India’s leading Battlegrounds Mobile India (BGMI) athletes, representing Infinix True Rippers, has issued an appeal to the esports community to stand against cyberbullying and threats in the esports ecosystem.
Following the BMPS 2025 Semifinals 2, where Jelly was performing with the sole goal of helping his team qualify for the grand finals, the player faced a wave of online hate, including abusive messages and death threats, all for eliminating a rival and his former team.
In a heartfelt statement, Jelly explained: “I am here to qualify just like every other team. If there is a fight against GodLike, I cannot just put my guns down and I also don’t know who is in front of me. Every team on this stage is here to play for victory. I wanted both teams to qualify, theirs and mine, but because of mistakes, neither of us made it. It is not because of one fight alone that things went wrong.”
Jelly also condemned the personal attacks he has faced and appealed for a safer esports ecosystem:
“No player deserves hate or threats for doing their job and competing. We put in countless hours to train, just like any athlete in any sport. We need to stand for fair, safe, and respectful esports, without fear of abuse.”
With esports continuing to grow as a mainstream sport in India, the need for stronger measures to protect players from cyberbullying and online harassment is more crucial than ever. Jelly emphasized that athletes, content creators, and fans deserve a positive, supportive environment to thrive.
The 24-year-old pro has pledged to use his platform to promote safe gaming practices and challenge toxic behavior within the gaming community.
Infinix True Rippers, the team Jelly represents, also extended their support to his statement, reiterating their commitment to building a culture of fairness, mental well-being, and respect in Indian esports.
The post Jelly, True Rippers BGMI star, speaks out against cyberbullying: calls for a safer, more respectful ecosystem appeared first on European Gaming Industry News.
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