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12 Month of iGaming: A Landscape Analysis

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12 Month of iGaming: A Landscape Analysis
12 Month of iGaming: A Landscape AnalysisReading Time: 5 minutes

 

Given the recent circumstances surrounding COVID-19, the gaming and betting industry has seen a huge influx of traffic and attention from consumers, new and old, that are now settling into home-based ways of working.

For the savvy gaming companies that have been making improvements to their sites over the last 12 months, now is a time to thrive. Leaders in this area have used this time to take advantage of scope to attract new customers with innovative marketing tactics, fantastic offers, and an energetic brand. For others however, the next months will likely be a struggle unless they take the necessary steps to amp up their efforts.

In uncertain times, player acquisition remains a vital priority and those who have invested time, energy, money and expertise into this area will likely reap the rewards 10-fold. Given the relevance, we’ve conducted a substantial analysis of the top 50 organic keywords in the UK for the four main sectors of iGaming – Slots, Roulette, Casino, and Poker – to better understand the sites that have seen the biggest improvements over the last 12 months, how they’ve done it, and what their next steps are likely to be over the coming months.

Additionally, through conducting an in-depth situational analysis of the current landscape we are able to better understand the activity that has been rewarded by Google over the last 12 months, while better differentiating between successful strategies and those that will likely deliver underwhelming results.

 

Slots

 

The websites that have seen the biggest swing in overall organic visibility over the last 12 months have been increasing their games library but more importantly; increasing the crawlable copy of game pages.

For slot sites that are usually quite Javascript heavy, ensuring all copy is clear and crawlable gives search engines something to work with at first pass and can improve performance long term.

Leading the pack, Admiral Casino has a larger than average amount of text on its game pages and is clearly reaping the rewards with significant uplifts in traffic Y/Y straight into game URLs.

 

It should also be mentioned that all of these sites were active with link building and typically saw a lead time of about 6 months between starting to build links and seeing serious gains in organic visibility.

Once these improvements began, however, the growth seen in the first six months was again repeated in the subsequent 3 months.

 

Roulette

 

 

 

 

 

The biggest 12-month swings in the Roulette sector has been for sites that have kept a tight focus on the Roulette topic area and supported commercial pages with informational content to grow awareness of their brands.

Leading sites such as Liveroulette.com and 888casino.com can be praised for the informative content and extensive guides targeted towards both first-time depositors and seasoned players.

In addition, leaders in this market must ensure they consider the user journey and are present throughout the conversion funnel, not just at the high-volume terms close to conversion. Focusing on terms such as “how to play” and exploratory informational queries is crucial to nailing that focused topical relevance.

Finally, it is important to note that these are established domains with sizable link profiles with the quality of the most recent links becoming the key differentiating factor. Newcomers looking to succeed in this sector must be both aggressive and smart with their link building strategies to ensure they’re in a position to compete as quickly as possible. Do not be afraid to break the mould with your PR to generate buzz and links that will get the site off to a great start.

Casino

 

 

PinkCasino.co.uk has seen a significant level of visibility growth over the last 12 months due to an increase in the number of landing pages on the site but more importantly the copy on game pages has had an overhaul.

Historically, one of the biggest technical challenges in the gaming space is the use of JavaScript and search engines inability to render the content. Useful HTML based web copy has worked as well for Pink Casino, as it has Admiral Casino, previously mentioned. The site is also benefiting from improved internal linking and a streamlining of the site structure.

Some of the domains on this list have also had expired domains with link equity redirected into them. Whilst this can sometimes be used as an effective tactic, it is important to remember that it can also raise flags with Google and should be used sparingly.

Poker

 

 

As with Roulette, focus and relevance are key in the Poker rankings. How to play type content and guides perform incredibly well when paired with effective internal and external link strategy.

Partypoker.com has this area nailed down and so it is no surprise to see them growing over 230% in 12 months.

Cardchat.com has also put a significant level of effort into producing content and guides and as a result are visible for nearly twice the number of keywords as pokerstars.com according to SEMrush data. The next step for them, and sites in similar predicaments, is to improve their visibility through good quality link acquisition.

 

In Conclusion

The gaming and betting markets continue to be one of the most competitive and varied SERPS to operative in.

From our analysis, we see a significant shift from black hat tactics to informative content and PR-led campaigns, which for many sites, is the driving factor behind and increase in strong coverage, brand awareness and long-term rankings.

The future of iGaming is looking quite bright and as the current surge in traffic continues, it is no doubt that current timings favour acquisition. For those looking to capitalise and increase their conversion rates, keep in mind that increased traffic lends itself incredibly well to different forms of testing. Now is a great time to catch and convert as many of those new visits as you can with short test cycles.

From the analysis conducted, the key takeaways for competing in iGaming SERPs in 2020 are as follows:

  • Sites that are spending the time and money on creating well written, informative, and user-friendly content are currently reaping the rewards.
  • Rather than focusing solely on the high-volume terms, it is crucial for sites in the noted sectors to ensure they’re considering the full user journey and conversion funnel.
  • Links remain important but the quality will always trump quantity over time.

With over 13 years of experience in the iGaming and Betting industry, the Blueclaw team are always happy to talk search. For a more focused analysis, or to discuss anything mentioned above, please feel free to get in touch with one of our experts.

 

Author: Andrew Parker, Performance Director at Blueclaw Media Ltd

Contact: [email protected]

 


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: 12 Month of iGaming: A Landscape Analysis

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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Aleatrust Signs Up as Supporting Member of the Austrian Sports Betting Association

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The Austrian Sports Betting Association (OSWV) has welcomed Aleatrust as a new supporting member on board.

Above all, the comprehensive training offered by the E-Casino Academy launched by Aleatrust, which also focuses on the needs of the sports betting industry, is an important asset that will also be available to OSWV members from now on. Central topics such as money laundering prevention, data protection, data security and compliance, including anti-corruption, whistleblower protection and code of conduct, are of central importance here and are comprehensively covered by the E-Casino Academy.

Sharif Shoukry, Managing Director of OSWV, said: “The new active supporting membership of Aleatrust is an important step forward for the OSWV and its members. It provides access to tailor-made training that is specifically tailored to the requirements and challenges of our industry. We are convinced that this cooperation will make a significant contribution to professionalization and security in the Austrian sports betting market.”

A significant benefit of the partnership is the availability of their training programs online, allowing OSWV members to access essential knowledge anytime and anywhere. This flexible learning environment offers an optimal solution to meet the need for continuous education and training without relying on traditional, time- and location-bound training formats. This type of training not only saves valuable resources, but also allows for consistent and high-quality training of employees, regardless of their individual schedules or the location of the company.

“To be accepted into the circle of supporting members of the OSWV is a great recognition for Aleatrust. It confirms our commitment and expertise in developing and delivering world-class training programs that are specifically tailored to the gambling and sports betting industry,” Niklas Sattler, Managing Director of Alatrust, said.

Particularly noteworthy is the specialised course on money laundering prevention, developed in collaboration with the renowned expert Dr. Elena Scherschneva. Given their extensive experience and recognized expertise in training employees of numerous sportsbooks, the availability of this course online represents a unique opportunity for members to benefit from the highest level of expertise. This underscores the OSWV’s commitment not only to strengthen the industry in terms of compliance and security, but also to promote a responsible and honest betting environment.

The post Aleatrust Signs Up as Supporting Member of the Austrian Sports Betting Association appeared first on European Gaming Industry News.

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Good 1st quarter of 2024 for FDJ, in line with Group projections

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  • Revenue for the 1st quarter of 710 million euros, up 7%
    • Gaming revenue[1] in France of 645 million euros, up 3% on a high basis of comparison in the 1st quarter of 2023
    • Strong momentum in online games, with revenue of 100 million euros, representing almost 15% of the Group’s total gaming revenue
  • Tender offer for Kindred opened on 20 February 2024 for a maximum period of 9 months
    • The completion of the tender offer remains subject, in particular, to obtaining regulatory approvals and to FDJ acquiring at least 90% of Kindred’s share capital

 

La Française des Jeux (FDJ), France’s leading gaming operator, has announced its revenue for the 1st quarter of 2024.

Stéphane Pallez, Chairwoman and CEO of the FDJ Group, said: “FDJ has made a good start to the year, in line with its 2024 objectives. All our activities are growing, thanks to our network of over 29,000 retailers and a dynamic online gaming business, which now accounts for 15% of the Group’s gaming revenue. We are also confidently pressing ahead with the Kindred acquisition announced at the end of January.”

Highlights of the 1st quarter of 2024

  • Revenue up 7% to 710 million euros
    

Q1 2024

€m

  

Q1 2023

€m

  

Change in

%

of which change on a like-for-like basis 

%

Lottery 504 497 +1.4% +1.4%
Sports betting and competitive 

online gaming

141 129 +9.5% +0.9%
Other activities 65 37 +77.4% -3.7%
Group total 710 662 +7.2% +1.1%

 

Revenue for the 1st quarter of 2024 came to 710 million euros, up 7.2% and 1.1% on a like-for-like basis, a performance in line with Group projections.

  • Gaming revenue in France rose by 3.1% to 645 million euros.
    • Lottery revenue rose by 1.4% to 504 million euros, driven by over 4% growth in instant games, driven by the success of gaming portfolio animation such as the launch of Ticket d’Or (€5) at the beginning of January. Draw games, as expected given the unfavourable base effect, mainly for Amigo, were down by 3%. Excluding Amigo, which decline is attributable to its new formula launched at the beginning of June 2023 has stabilised, lottery revenue would have grown by more than 4%.
    • In sports betting & online gaming open to competition, revenue came to 141 million euros, up 9.5% and up 0.9% excluding the integration of ZEturf, despite a high basis for comparison in the 1st quarter of 2023, which had benefited in particular from the very positive impact of the World Cup at the end of 2022.

This performance is attributable to the strong growth in revenue of ParionsSport En Ligne, which rose by more than 25%; which, in addition to its intrinsic momentum, also benefits from the attractiveness of poker, with a high level of cross-selling.

  • Revenue from other activities (International and Payment & Services) came to 65 million euros, compared with 37 million euros in the 1st quarter of 2023, an increase attributable to the integration of PLI, which performed well, driven in particular thanks to EuroDreams.
  • The momentum of online games remains very strong, with revenue up by more than 30% to 100 million euros, representing almost 15% of the Group’s total gaming revenue. Excluding ZEturf and PLI, growth in online games revenue exceeded 20%, driven both by sports betting and online gaming open to competition and by the online lottery, which benefited from EuroDreams’ very high rate of digitalisation, as well as from the attractiveness of instant games and of the exclusive online offer.
  • Tender offer for Kindred
    • On 20 February 2024, the tender offer for Kindred was opened for a maximum period of 39 weeks. Its completion remains subject, in particular, to obtaining regulatory approvals and to FDJ acquiring at least 90% of Kindred’s share capital.
    • On 15 March 2024, Kindred’s shareholders at an Extraordinary General Meeting approved an amendment to the Articles of Association to allow a squeeze-out procedure to be implemented by any shareholder holding at least 90% of Kindred’s share capital.
    • On 28 March 2024, following Veralda’s offer to sell 49% of its Kindred shares, i.e. 2.4 million shares corresponding to 1.12% of the outstanding shares, at a price of SEK122.5 per share, FDJ decided to exercise its right of pre-emption linked to Veralda’s irrevocable commitment, communicated when the transaction with Kindred was announced on 22 January 2024.

As a result, FDJ acquired 2.4 million Kindred shares for SEK 294 million (€25.8 million) and Veralda’s irrevocable commitment continues to apply to its remaining 1.18% stake in Kindred. FDJ now holds 1.12% of Kindred’s outstanding shares and the irrevocable commitments (Corvex Management LP, Premier Investissement SAS, Eminence Capital, Nordea and Veralda) now represent 26.82% of Kindred’s outstanding shares.

Annual General Meeting

FDJ’s Annual General Meeting will be held on Thursday 25 April 2024 at 14.30 at the Palais des Congrès in Issy-les-Moulineaux (25, avenue Victor Cresson – 92130
Issy-les-Moulineaux).

On this occasion, the Group will propose a dividend of 1.78 euro per share in respect of the 2023 financial year, to be paid on 7 May 2024.

Next financial communication

FDJ will publish its half-year results on Thursday 25 July 2024 after the close of trading.

 

The post Good 1st quarter of 2024 for FDJ, in line with Group projections appeared first on European Gaming Industry News.

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47 New Brands in Q1’24: Affilka by SOFTSWISS Results

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Affilka by SOFTSWISS, a leading affiliate management software provider, is approaching a new milestone of 360 brands in Q1’24. 

The first quarter of the year brought remarkable achievements to the Affilka by SOFTSWISS team. The Asian gaming community recognised the company’s affiliate management software as the Best Affiliate Marketing Solution on the market. 

This year, Affilka’s team participated in iGB Affiliate London 2024 with a dedicated stand for the first time. During the concurrent iGB and ICE events, the team had nearly 200 meetings over several days. First agreements quickly followed and were signed shortly after the exhibition period.

Affilka by SOFTSWISS experienced substantial growth, adding 47 new brands to its partner network, bringing the total to nearly 360 brands in Q1 2024. More than 33 thousand new affiliate accounts were registered during this period, marking a 118% increase compared to the previous year’s last quarter. 

 

The rise in new affiliate accounts has led to an acceleration in new player registrations, exceeding 7.4 million over the first quarter of the year. Compared to the last quarter of 2023, this metric demonstrated a 106% increase.

The number of unique clicks on referral links with Affilka by SOFTSWISS during this period showed 115% growth and reached almost 436 million in absolute numbers. The rising metrics underscore the crucial role of effective affiliate management in achieving success within the iGaming industry.

 

Moving to the financial metrics of Affilka by SOFTSWISS, stable growth is evident over the first quarter of 2024 compared to the last quarter of 2023. The affiliate GGR revealed a 112% increase, while the player deposit amount showed a 113% enlargement. The growth within affiliate payments amounted to 117% in Q1’24 compared to the previous quarter.

Anastasia Borovaya, Head of Affilka by SOFTSWISS, summarises: “The recent product performance showcases a steady and continuous growth trajectory, a testament to our ongoing investment in innovation and user experience enhancement. Acknowledging affiliate marketing’s crucial role in the iGaming ecosystem, we prioritise delivering exceptional service to exceed our clients’ expectations.”

The global affiliate marketing industry is expected to double in size within the next five years. Finding a reliable affiliate marketing platform provider ensures a competitive edge in the rapidly expanding market.

The team is ready to share valuable industry insights and unveil the upcoming updates at the SiGMA Americas Summit in San Paulo on 23–25 April. Clients and potential partners can book a meeting with the Affilka team at stand i70 on the SOFTSWISS events page.

 

About SOFTSWISS

SOFTSWISS is an international tech company supplying software solutions for managing iGaming projects. The expert team, which counts over 2,000 employees, is based in Malta, Poland, and Georgia. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.

The post 47 New Brands in Q1’24: Affilka by SOFTSWISS Results appeared first on European Gaming Industry News.

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