Latest News

Take control of your content

Published

7 years ago

March 4, 2019

Take control of your content Reading Time: 3 minutes

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

Related Topics:gambling industry in Europe

George Miller

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Latest News

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

24 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

Latest News

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

24 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

24 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: