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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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– National Lottery ‘Add some play to Christmas’ campaign supported by enhanced protection measures –
– In a UK National Lottery first, Allwyn becomes a Level 3 Gift Responsibly supporter –
National Lottery operator Allwyn has unveiled its multi-channel ‘Add some play to Christmas’ campaign, which puts National Lottery Scratchcards at the heart – positioning them as a fun way to come together, no matter the occasion or the group.
As part of that, Allwyn has once again signed up to the National Council on Problem Gambling’s (NCPG) 2025 Gift Responsibly Campaign – this year as a Level 3 sponsor, the highest possible level and a UK National Lottery first.
Founded in the early 2000s, the Gift Responsibly Campaign works to raise public awareness about the risks of youth gambling. Through partnerships with lotteries and other organisations, the campaign educates communities about the risks of buying lottery products for children.
As part of its commitments as a Level 3 supporter, Allwyn will carry a ’18+ Gift Responsibly’ mark across its National Lottery gifting-related festive advertising – to re-iterate the need for people to be 18 or older to buy, gift, receive and play.
The company has also created three brand new bespoke creative assets promoting responsible play that it will use:
- across its @TNLUK and @AllwynUK social media channels
- on in-store National Lottery media screens
- as part of a digital campaign
Allwyn already carries out extensive training with its 43,500 retail partners to prevent underage and excessive play, as well as running a rigorous ‘Operation Guardian’ programme for mystery shopping and knowledge checks with National Lottery retailers to ensure compliance.
The company’s advanced NCPG participation will also see it prompting its tens of thousands of retail partners to remind their customers to gift National Lottery products responsibly this festive season, through direct communications and trade advertising.
Jordana Jackson, Head of Participant Protection at Allwyn, commented: “Since becoming National Lottery operator early last year, we’ve made great progress on our participant protection plans. We’re proud to once again be supporting the NCPG’s Gift Responsibly Campaign and, for the first time in the UK National Lottery’s history, commit to Level 3 sponsorship – the highest level of support possible. This commitment includes a range of activity to remind everyone that, while National Lottery Scratchcards can add festive fun and help raise over £30m a week for Good Causes, they’re strictly for adults.”
The post Allwyn commits to highest level of 2025 Gift Responsibly Campaign appeared first on European Gaming Industry News.
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LeoVegas Group signs partnership deal with Valletta FC and boosts local footprint in Malta
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LeoVegas Group has entered into a two-year partnership agreement with Malta Premier League club Valletta Football Club. As Exclusive Online Gaming Partner, the LeoVegas Group corporate brand will feature on the men’s squad’s match kits, at training grounds, and prominently across the club’s digital channels. The partnership will enhance the Group’s brand visibility and commitment to the local community, while further strengthening its position as an employer of choice in igaming.
LeoVegas Group and Valletta Football Club, one of the most successful clubs in Malta’s history, today announced a new partnership that will see LeoVegas Group’s corporate brand become the club’s Exclusive Online Gaming Partner during the 2025/2026 and 2026/2027 seasons. The agreement includes match kit sleeve branding for the men’s squad, visibility across all club facilities, including the Rabat Football Ground and Dangli Football Ground and the matchday fanzone, as well as branding on the squad’s training bags. The club’s digital channels, which have tens of thousands passionate followers on social media such as Instagram and Facebook, will regularly feature the LeoVegas Group logo in their content.
As partners, LeoVegas Group and Valletta Football Club will also collaborate to create exciting branded experiences across the Maltese capital for both fans and employees. Group employees can look forward to exclusive matchday opportunities and VIP experiences. The partnership enables LeoVegas Group to further strengthen corporate brand awareness across the Maltese islands and continue positioning the Group as an employer of choice for talent seeking careers in the growing igaming industry.
Additionally, the partnership includes branding on the youth team’s kit. This shirt sponsorship opportunity will be donated by LeoVegas Group to a local non-governmental organization (NGO), which will be selected through a popular vote by club members during a club meeting.
Stefan Nelson, LeoVegas Group CFO and Malta Managing Director, said “We are very proud to partner with Valletta FC, one of the most successful and popular clubs in Malta. Our Group has considered itself a partly Maltese company almost since its inception, and we are thrilled to collaborate with the capital’s club to create exciting opportunities for fans, employees, and future talent alike. When two strong lions join forces, great things can happen!”.
Claudio Grech, Valletta Football Club President, said “This partnership brings together two brands that share Malta’s global reputation for excellence in gaming, entertainment, and sport. LeoVegas Group has become a world leader in mobile gaming while Valletta FC stands as Malta’s largest football club. Both of us thrive on delivering excitement and engagement — whether through live football or immersive digital experiences. We also share a forward-looking vision that embraces technology and online communities to connect with our audiences. As LeoVegas Group continues to expand internationally, Valletta FC is equally determined to evolve into a regional football powerhouse, making this collaboration a natural and powerful alignment of ambition, innovation, and Maltese pride”.
The post LeoVegas Group signs partnership deal with Valletta FC and boosts local footprint in Malta appeared first on European Gaming Industry News.
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Gamblers Connect Named Finalist in Three Categories at the International Gaming Awards 2026
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Gamblers Connect has been officially shortlisted in three categories at the International Gaming Awards 2026, one of the most respected global recognitions within the gaming and iGaming sectors.
This announcement marks an important milestone for the company, reflecting its continued growth, consistent industry presence and long-term commitment to responsible and high-quality affiliate operations.
Gamblers Connect has been shortlisted in three distinct categories: Affiliate (Company) of the Year, recognising its public-facing affiliate excellence; the Great Place to Work Award (Operator), highlighting the strength of its internal culture; and the Safer Gambling Award, which reflects the company’s commitment to responsibility standards across its operations.
The 19th annual International Gaming Awards will be held on 18th January during ICE Barcelona. It is regarded as one of the leading global recognitions for excellence across the gaming industry. Each year, the IGA highlights companies that show innovation, quality, responsibility and meaningful contribution to the sector.
Gjorgje Ristikj, Founder of Gamblers Connect, said: “Being shortlisted across three very different categories shows our strength on multiple levels. It recognises our public-facing work, the culture behind it and the responsibility standards that guide everything we do.”
The post Gamblers Connect Named Finalist in Three Categories at the International Gaming Awards 2026 appeared first on European Gaming Industry News.
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