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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

Latest News
ANJ Sanctions Committee Imposes €800,000 Fine on SPS Betting
On 22 January 2025, the Sanctions Committee of the French National Gambling Authority (ANJ) met to examine a procedure referred by the ANJ Board concerning the operator SPS Betting, which had allegedly failed to comply with its obligations relating to the self-exclusion system offered to players on the Unibet website and application. The Committee confirmed the breaches and imposed a public penalty of €800,000, justified by the large number of players who were unable to benefit from this protection system. This decision, which is unprecedented in its scope, is a reminder of the Committee’s commitment to penalising operators who fail to meet their obligations to prevent excessive gambling.
In 2021, following reports, the ANJ services discovered a computer malfunction on the “Unibet.fr” application and website for devices using the iOS operating system. According to estimates by the ANJ and the operator, several thousand players who had requested self-exclusion for a period ranging from several weeks to several months were likely to have been able to play again within a few days. In fact, players self-exclusion requests made in months were automatically converted to days. Therefore, a player who requested a twelve-month self-exclusion was only self-excluded for twelve days.
For players who wish to take a break from gambling because they feel vulnerable or need to take a step back, the legislator has introduced a system of self-exclusion from gambling.
Online gambling operators must provide players with a mechanism enabling them to request their exclusion from gambling. Players are free to determine the duration of their exclusion, which must be a minimum of 24 hours and a maximum of 12 months.
The malfunction at Unibet occurred from 2 March 2021 to 11 December 2022 before being fixed by the operator. However, during an update, the malfunction reappeared and affected players playing on an iOS device from 29 December 2022 to 2 February 2023. In total, the anomaly persisted for almost 22 months.
In view of these repeated malfunctions and given their duration and seriousness, particularly regarding the prevention of excessive gambling, the Sanctions Committee confirmed the breaches observed and imposed the following penalties:
• A fine of 800,000 euros;
• The publication of the decision in the Official Journal of the French Republic;
• The display, from 17 to 31 March 2025, on the homepage of the ‘Unibet.fr’ website and the Unibet applications, of a box mentioning this sanction and referring to the press release published on the ANJ website;
• The publication of the non-anonymised decision on the ANJ website, from the date it is pronounced and for one year (until 3 March 2026). After this date, the decision published on the ANJ website and on Légifrance, as well as the associated press release, will no longer allow the operator to be identified.
This decision may be appealed to the Conseil d’État within two months of its notification.
The post ANJ Sanctions Committee Imposes €800,000 Fine on SPS Betting appeared first on European Gaming Industry News.
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Prepare for a canine frenzy in Relax Gaming release Purrrminator
Relax Gaming, the iGaming aggregator and supplier of unique content, is sending players on a mission they’ll never fur-get as they clean up the streets of pesky pooches in Purrrminator.
This 6×4 Connected Ways slot can see players net up to 5,000x their stake, Free Spins and an innovative Reverse Avalanche mechanic.
The Reverse Avalanche feature sees all winning symbols locked in place and retained whilst new symbols drop A round only ends when no more matching symbols land on the reels.
Free Spins start off with a pick and click mini game where players can win up to 20 spins. An enlarged reel area with a 6×5 grid offers players the best chance of impressive winning combinations. Players in certain jurisdictions can also buy into the bonus for a total of 50x their stake.
Shelley Hannah, CPO at Relax Gaming, said: “The pound awaits! This quirky release offers a whole load of fun. We hope that players enjoy playing the role of an evil cat and expert dog catcher as they play their way towards purrrfect wins with medium high volatility.”
Relax Gaming provides more than 4,000 online casino games, from its high-performing proprietary slots to a significant, varied library of content from hand-picked third-party studios via its partnership programmes.
The post Prepare for a canine frenzy in Relax Gaming release Purrrminator appeared first on European Gaming Industry News.
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IGT Wins Seven Awards at the 2025 EKG Slot Awards Show
International Game Technology has won seven awards at the 2025 EKG Slot Awards Show. The EKG Slot Awards Show is a performance-based, annual programme produced by Eilers & Krejcik Gaming (EKG) that recognizes excellence in slot game development in the casino gaming industry. IGT won the most awards of any gaming industry supplier, taking home trophies for seven of the program’s 25 categories.
IGT won the following categories at the 2025 EKG Slot Awards Show:
• Top Performing NEW Premium Game: Tiger and Dragon Cash on Reels
• Most Innovative Land-Based Game: Tiger and Dragon Cash on Reels
• Top Performing 3rd Party IP Branded Game: Whitney Houston Slots
• Top Performing Game – EMEA: Magic Treasures Dragon
• Top Performing NEW Video Poker/Keno Game: Mega Hot Poker
• Top Performing NEW Online Table Game: Blackjack Poker & Pairs Surrender
• Best Overall Supplier of Online Content: IGT PlayDigital
“IGT winning seven awards at the 2025 EKG Slot Awards Show is a significant achievement that speaks to our performance momentum across multiple product categories and the immense talent and dedication of IGT employees worldwide. We look forward to continuing to help our customers benefit from these strong IGT themes in 2025 and beyond via follow-up games for Tiger and Dragon, Whitney Houston Slots, Magic Treasures and Mega Hot Poker,” said Nick Khin, IGT President, Global Gaming.
“It was exciting to see IGT PlayDigital honored at the 2025 EKG Slot Awards Show in the most esteemed iGaming category, ‘Best Overall Supplier of Online Content,’ and recognized with the ‘Top Performing NEW Online Table Game’ award for Blackjack Poker & Pairs Surrender. Developing and delivering market-leading content and performance tools is a cornerstone of IGT PlayDigital’s strategy and I wish to congratulate the entire team on these remarkable accomplishments,” said Gil Rotem, IGT PlayDigital President.
The post IGT Wins Seven Awards at the 2025 EKG Slot Awards Show appeared first on European Gaming Industry News.
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