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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
Reading Time: 2 minutes
GR8 Tech stepped into SiGMA Central Europe (November 3–6, Rome) and left the ring with the strongest sales performance on record. Fueled by the boxing-themed Platform for Champions experience, the collaboration with Behind The Gloves, and demos of ULTIM8 Sportsbook, the Heavyweight Club energy translated directly into standout sales performance.
Platform for Champions, Proven in the Arena
Over three days, GR8 Tech logged 140 qualified meetings, which included sessions with existing clients that opened new opportunities and first-time conversations with operators and potential clients. The team also closed a deal on day 3 and advanced a high-potential MENA operator to late-stage discussions.
“SiGMA was incredibly successful for GR8 Tech, which confirms we’re on the right track and proves how our Platform for Champions stands out in a crowded field. Our Heavyweight Lounge became the meeting place for operators who want to go deep on strategy, margins, and market moves with purposeful, energetic, outcome-focused conversations,” said Sergey Ghazaryan, Chief Revenue Officer at GR8 Tech.
SiGMA Central Europe showcased the Heavyweight Club philosophy, inspired by GR8 Tech’s partnership with Ready To Fight by Oleksandr Usyk: champions create champions. By pairing athlete-grade preparation with operator-grade technology, GR8 Tech has grown a community of operators aligned by a code: launch first, perform under pressure, and compound advantage through the right partner.
Big Stage Energy from Behind The Gloves Experience
During the three-day conference, over 50 visitors participated in 15-minute pad-work sessions led by Lee McFarland, a British military veteran and iGaming consultant. The short power workouts transformed the GR8 Tech stand into a hub of energy that converted into productive business conversations.
“Performance is something you live, so we built an environment where attendees could experience it. Bringing Behind The Gloves to our booth embodied the discipline and drive we build into our technology,” said Yevhen Krazhan, Chief Sales Officer at GR8 Tech.
GR8 Tech’s team left Rome with disciplined follow-through and a full calendar of next steps. The Lounge and “Behind The Gloves” drove high-quality conversations, and the company will continue to improve the experience for champions at future events.
Ready to fight for greatness? Connect with GR8 Tech and step into the ring.
The post GR8 Tech Delivers Heavyweight Performance at SiGMA Central Europe 2025 appeared first on European Gaming Industry News.
Reading Time: < 1 minute
DEGEN Studios has named iGaming trailblazer Danny Gordon as its new Head of Studio – a move set to supercharge the brand’s next era of chaos, creativity, and high-voltage game design.
Danny will lead DEGEN’s creative roadmap, driving the studio’s signature blend of high-stakes innovation and fearless design. His mission: to make every DEGEN release louder, bolder, and more unpredictable than the last.
With experience at industry heavyweights Four Leaf Gaming, Microgaming and Entain, Danny has a proven record of building games that hit hard and stand out. His appointment marks a new chapter for DEGEN as it scales its vision to redefine the future of hardcore, gamer-first entertainment.
Danny’s appointment marks a significant milestone for DEGEN. The company is poised to launch the next phase of its iGaming revolution, with multiple high-octane and innovative projects in the pipeline. With Danny’s creative vision steering the ship, DEGEN will continue to push the boundaries of slot design and build games that are by gamers, for gamers.
Danny Gordon, Head of Studio at DEGEN Studios: “DEGEN’s early work has blown me away – the brand, the tone, the fearlessness. It’s a studio that thrives on pushing boundaries and creating experiences that truly stand out. I’m here to help scale that ambition and deliver the next wave of disruptive, innovative games.”
The post Experienced iGaming professional to help shape the future of DEGEN’s gaming catalogue appeared first on European Gaming Industry News.
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Hayk Sargsyan, CEO of Galaxsys, commented: “Our media briefing provided a valuable platform to introduce the highly anticipated Chicken Crash game, share our achievements, and outline the strategic direction for 2026. I am grateful to all our media partners for their interest in the game and for their thoughtful questions, which contributed to the success of this session. We are proud of the progress we have made over the past year and remain fully committed to delivering innovative, high-quality gaming experiences for our partners worldwide.”
The media briefing took place at SiGMA Central Europe on November 4 at 2:00 PM at the Galaxsys stand. The session began with questions focused on the Chicken Crash game and later shifted to broader topics, providing an opportunity to reflect on Galaxsys’ achievements over the past year and share insights into the company’s vision for 2026.
The post Galaxsys Hosted Media Briefing to Introduce Chicken Crash and 2026 Strategic Roadmap appeared first on European Gaming Industry News.
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