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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
Betandyou shortlisted for three international awards
Despite the cold winter, the iGaming industry is entering its hottest season — awards season. This is the time when international experts evaluate the most innovative products, technologies, and services, highlighting the companies that set the standards for the year ahead. This season, Betandyou is kicking off with a strong start, making it onto the shortlist of several prestigious international awards.
Betandyou has been named a finalist at the European iGaming Awards in the category Sports Betting Platform of the Year, which recognizes brands delivering exceptional innovation, operational excellence, and user experience. At the same time, the brand has been shortlisted in the same category at the International Gaming Awards, one of the most influential global iGaming awards, where judging focuses on technology, UX, responsible gaming, and platform reliability.
Additionally, Betandyou has made it to the finals of the LCB Awards, earning recognition in three separate categories. This award is particularly meaningful because it combines expert evaluation with feedback from the real user community, reflecting both industry acknowledgment and players’ trust.
The Betandyou team commented on these nominations:
“This is an important milestone for us and a sign that our approach to product and service resonates with both the professional community and our users. We are grateful to the experts, partners, and players for their trust. Being shortlisted is already an achievement, and the wins are just the next step.”.
The team would like to thank partners, industry experts, and users for their support and high evaluation of the project. Awards season is just beginning, but Betandyou is already gaining international recognition as a strong player in the sports betting market.
Betandyou is a next-generation sports betting platform offering a seamless and secure experience for players worldwide. With a focus on innovation, fast payouts, and user-friendly design, Betandyou continues to set new standards for the online betting industry.
The post Betandyou shortlisted for three international awards appeared first on Gaming and Gambling Industry Newsroom.
Latest News
Betandyou shortlisted for three international awards
Despite the cold winter, the iGaming industry is entering its hottest season — awards season. This is the time when international experts evaluate the most innovative products, technologies, and services, highlighting the companies that set the standards for the year ahead. This season, Betandyou is kicking off with a strong start, making it onto the shortlist of several prestigious international awards.
Betandyou has been named a finalist at the European iGaming Awards in the category Sports Betting Platform of the Year, which recognizes brands delivering exceptional innovation, operational excellence, and user experience. At the same time, the brand has been shortlisted in the same category at the International Gaming Awards, one of the most influential global iGaming awards, where judging focuses on technology, UX, responsible gaming, and platform reliability.
Additionally, Betandyou has made it to the finals of the LCB Awards, earning recognition in three separate categories. This award is particularly meaningful because it combines expert evaluation with feedback from the real user community, reflecting both industry acknowledgment and players’ trust.
The Betandyou team commented on these nominations:
“This is an important milestone for us and a sign that our approach to product and service resonates with both the professional community and our users. We are grateful to the experts, partners, and players for their trust. Being shortlisted is already an achievement, and the wins are just the next step.”.
The team would like to thank partners, industry experts, and users for their support and high evaluation of the project. Awards season is just beginning, but Betandyou is already gaining international recognition as a strong player in the sports betting market.
Betandyou is a next-generation sports betting platform offering a seamless and secure experience for players worldwide. With a focus on innovation, fast payouts, and user-friendly design, Betandyou continues to set new standards for the online betting industry.
Latest News
MENA Emerges as Global Growth Engine for Blockchain Gaming, BGA 2025 Report Finds
The Middle East and North Africa (MENA) has emerged as the fastest-rising region in blockchain gaming, now representing nearly one-fifth of all industry professionals surveyed by the Blockchain Game Alliance (BGA), according to the newly released 2025 BGA State of the Industry Report.
The findings were unveiled on stage at the Global Blockchain Show Abu Dhabi 2025 by Sebastien Borget, Co-President of the BGA and Co-Founder of The Sandbox, during a panel discussion titled ‘Web3 Gaming’s Big Bet’ with Yat Siu, Chairman of Animoca Brands, and Cathy Hackl, CEO of Future Dynamics, moderated by Wissam Younane, CEO, Entrepreneur Middle East.
“Sharing this year’s BGA State of the Industry Report in Abu Dhabi shows the promise and huge potential of blockchain gaming’s next phase, and MENA’s rapid growth is a big signal that new regions around the world are stepping into leadership roles,” said Borget. “What we’re seeing in the data is an industry becoming more global, more disciplined, and more focused on building great games for real players.”
MENA’s representation has surged from virtually no presence in the survey sample just five years ago — under 1% in 2021 — to 19.8% of respondents in 2025, marking the most pronounced regional shift since the survey began. When combined with Africa’s steady growth, rising from 0.5% in 2021 to 5.5% in 2025, the two regions now account for more than a quarter of all global responses to the survey.
This momentum reflects a broader realignment in the gaming and technology landscape. MENA has become one of the world’s fastest-growing gaming markets, underpinned by a youthful, digitally-native population and extensive government investment into gaming, esports, and digital infrastructure. As global capital increasingly flows into the region through strategic acquisitions, large-scale development initiatives, and major esports events, blockchain gaming’s rising professional footprint signals that MENA is actively shaping the future of the sector.
The BGA’s growth across MENA and Africa has been strongly attributed to the leadership and regional advocacy of Yasmina Kazitani, who was elected by the BGA membership as the organization’s first female Co-President in March 2025.
An Algerian-born ecosystem builder with deep ties across both regions, Kazitani has focused on community partnerships and grassroots outreach in emerging markets, broadening participation while championing access for previously underrepresented groups. She is also a long-standing advocate for gender diversity and inclusion as Co-Founder of the Women in Web3 Alliance, working to reduce barriers to entry and elevate female leadership within the industry.
“The survey results reflect what we see on the ground: new communities with new talent and stewardship,” said Kazitani. “With more voices entering the conversation, we are reminded that diverse representation is essential because this is what influences the ideas, products, and priorities that will define our industry’s next phase. A broader range of perspectives strengthens decision-making, contributes to a more resilient ecosystem, and ultimately underpins a global industry that better reflects its players and creates games that resonate across cultures.”
This increasing focus on diversity and broader participation was reflected directly in the survey methodology itself. For the first time, the BGA survey was offered in multiple languages beyond English, resulting in nearly a quarter of responses being submitted in other languages including French, Spanish, Portuguese, and Japanese, with the majority received in Arabic. This expansion has provided a more accurate picture of industry participation while lowering barriers to inclusion in non-English-speaking markets.
Beyond its geographic findings, the report provides a comprehensive snapshot of a maturing industry navigating a challenging market environment. Respondents highlight rising confidence in regulatory clarity as a key driver of growth, alongside an increasing focus on high-quality game development and sustainable business models. At the same time, industry professionals identify scams and fraud as the greatest threats to credibility, funding scarcity as the most pressing operational constraint, and AI-enabled exploitation as a growing concern.
Key takeaways from the BGA 2025 State of the Industry Report are highlighted below:
Respondent Demographics
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19.8% of respondents come from the Middle East and North Africa (MENA), up from under 1% in 2021.
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22.7% female participation marks the highest level recorded in the survey’s history.
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32.6% of respondents work in studios or publishing, dominating industry representation.
Industry Drivers
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64.4% expect policy and regulation to have a positive impact on industry development.
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29.5% cite high-quality game launches as the primary driver of future industry success.
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27.5% point to sustainable, revenue-driven business models as a key growth factor.
Industry Challenges
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36.0% view scams and fraud as the greatest threat to industry credibility.
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32.6% report lack of funding or investment as their company’s biggest operational challenge.
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38.9% fear AI-enabled cheating, bots, and exploits as the largest risk of AI adoption.
The post MENA Emerges as Global Growth Engine for Blockchain Gaming, BGA 2025 Report Finds appeared first on Gaming and Gambling Industry Newsroom.
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