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Epom’s Survival Guide for Betting Underdogs: Strategies for a New Betting Brand’s Successful Market Entry
In 2022 the global betting market in the US was estimated at $83.65 million. By the end of 2030, Epom’s experts forecast its annual 10% growth.
The betting market keeps nourishing a competitive and profitable landscape. This sphere already has its biggest players making the entrance for fresh blood seem almost impossible.
Just look at the stats, 90% of online gambling startups fail to succeed. Well, what if we told you this is a standard startup failure rate? The variety of new audiences and niches gives opportunities even for small betting brands; you just have to think outside the box.
How exactly? Let’s find out!
Hidden Opportunities of 2023: What Goes Unnoticed by Many Betting Advertisers
What’s the biggest trouble that underdog betting brands face? Aside from obvious struggles with Google AdSense and lack of qualified traffic, the main issue is the absence of substantial budgets.
Well-established giants can maintain a stable online presence, while smaller ones just can’t attract the same level of attention. The solution lies in digitalization and attracting younger audiences.
For instance, did you know that Gen Z is one of the largest contributors to gambling capital in the US? The convenience of mobile technology and the newfound focus on social media has made betting a great new environment for the Internet generation.
The new gamblers (the most profitable audience in the long run) place their bets more for fun rather than instant profits. Hashtag Sports reports that 53% of Zoomers gamble mainly as social interaction with friends and family.
With this in mind, nurturing more personalised, tailored experiences is what could distinguish your ad strategy. Let’s discuss how.
Creative and Brand Positioning: How to Attract Fresh Blood
So, we’ve explained why attracting an audience that is not quite vibing with old-school online betting is the way to go. How do you do that?
- Support multiple devices.
Modern gamblers place bets on the go. If the road toward the bet is longer than a few swipes on their iPhone, they won’t take it. A good betting platform should be fast, light, and versatile.
Aside from boring optimization tips, we recommend putting your service on Android/iOS/Windows/Mac/web app/Telegram bot.
- Check out e-sports.
In 2022 the global esports market in the US was estimated at $1.5bn. CS: Go, Valorant, Dota 2, or LoL attract millions of young gamblers annually, and with the variety of esports titles, there’s room for just about anyone.
The overwhelming majority of betting companies have already understood the profitability of esports, but how many take bets on, for example, Quake 4 or Tekken 8? There are plenty of active communities with growth potential.
- Embrace social influencing.
Collaborating with well-known influencers is a fast and effective way to increase social awareness and reach new audiences.
Alternatively, hire a charismatic “talking head” for your videos and social media. That’s far superior to having a background voice narrating dull advertisements.
- Reconsider your looks.
Words are mostly irrelevant since the name explains it all. Check out Aristocrat’s case study, for example. A new simplified design with a clear information structure and stylish UI elements helped Aristocrat attract new users and elevate their performance.
Advertising Сhannels: Where to Place Ads
By now, you probably understand what general channels to use for ads. There are social media, emails, live streaming, podcasts, and many more, but where do you buy traffic exactly?
Well, we’ve already made the ultimate report highlighting the issues we discussed earlier. For example, here’s the quote from Epom’s CSO, Andriy Liulko:
“When asked ‘Which advertising channels are the worst performing in your current marketing strategy,’ operators overwhelmingly concluded that social media was the weakest link.
Facebook and Instagram adverts took 47.1% of the share, while TikTok ads had 23.5%. Combined, all forms of social media were hit with an unwelcome majority share of 88.2% in this category.
Unsurprisingly, platforms designed for millennials and Zoomers will not appeal to the more mature, solvent audience that betting operators are targeting.”
The report also states that the variety of ad formats supported by ad servers like Epom is also greatly appreciated.
Conclusion
Competing with the betting giants is challenging and time-consuming, but it’s far from impossible. We hope that with the help of our tips and proper software, you’ll manage to utilise the hottest niches in gambling.
Turn your brand from an underdog to a new champion with the Epom ad server!

Latest News
Galaxsys Expands Leadership Team with New Head of Partner Management
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Levan brings over 10 years of leadership experience, including a decade in the iGaming industry, covering both B2C and B2B markets. Throughout his career, he has held key executive roles in Commercial, Product, and Management, successfully building and scaling iGaming products, driving significant revenue growth, and establishing strong partnerships worldwide. His experience spans multiple regions and includes collaboration with leading operators and platforms.
At Galaxsys, Levan will lead the partner management strategy and development, strengthening collaborations with operators worldwide and supporting the company’s mission to deliver innovative, high-impact experiences.
Levan Kavtaradze, the newly appointed Head of Partner Management Department, commented: “I’m truly excited to join Galaxsys at such an important time in its growth journey. My focus will be on building strong, long-lasting relationships with our partners and helping them succeed through collaboration and innovation. I look forward to working closely with our broad network of partners worldwide, understanding their needs, and ensuring that our products and services deliver real value to them. Together with the talented team at Galaxsys, I’m confident we can create new opportunities and achieve new heights.”
Teni Grigoryan, Chief Sales and Partner Management Officer, added: “Welcoming Levan to Galaxsys has been one of the most confident decisions we’ve made. His expertise and human-centered approach, combined with a sharp business mindset and innovative ideas across both product and commercial areas, will be a powerful addition to our team. I’m confident he will foster seamless collaboration internally within our commercial department and externally with our valued partners. We’re excited to see the impact he will make as our new Head of Partner Management.”
With Levan’s appointment, Galaxsys aims to further strengthen its commercial and partner strategies, ensuring operators receive innovative products, seamless integration, and exceptional support.
The post Galaxsys Expands Leadership Team with New Head of Partner Management appeared first on European Gaming Industry News.
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Martina Muscat joins Swintt as new Marketing Manager
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In-demand software provider appoints experienced iGaming marketing specialist to strengthen brand consistency and ensure all communications really resonate
Swintt, the sought-after software provider celebrated in the industry for its innovative approach to game design and player engagement, has announced it has appointed Martina Muscat as Marketing Manager.
Having previously spent six-and-a-half years at Play ‘n GO as Online Marketing Coordinator before enjoying a more recent spell as Marketing Specialist at IGT, Martina arrives in the role with bags of industry experience that will help Swintt improve its communications across all channels.
Among the primary responsibilities of the new position, Martina will be tasked with ensuring that every upcoming game launch from Swintt tells a story that truly resonates with global audiences and that a consistent approach is taken in regards to all future messaging surrounding the brand.
Of course, given Swintt already boasts a packed product portfolio that includes Premium, Select and Elysium Studios – Driven by Swintt titles, Martina will have plenty of inspiration to work with and can use the studio’s previous successes as the blueprint to drive improvement going forward.
Martina Muscat, Marketing Manager at Swintt, said: “I’m really excited to be joining Swintt as the new Marketing Manager at what is an incredibly important time for the brand. With players these days wanting experiences, trust and something that feels tailored to them, I believe Swintt’s mix of in-house creativity and partnerships has put us in a great position to meet their demands.
“With a clear focus on regulated markets and a commitment to doing things the right way, Swintt’s huge portfolio of content means there’s so much variety and creativity to work with – and for someone like me, that’s marketing gold. Couple that with a great company culture that’s both ambitious and collaborative and it’s the exact type of environment where I can do my best work.”
David Mann, Chief Executive Officer at Swintt, said: “We’re delighted to welcome Martina to the Swintt team and believe her considerable experience in marketing will help us create an even more engaging and consistent brand persona as we continue to launch new games going forward.
“One of the things that really struck me about Martina was her passion and enthusiasm for the role. She recognises that with new markets opening, rising player expectations and ever-evolving regulations, the pace of change in our industry is relentless – but rather than being put off by the challenges, she’s sees the opportunities and is already thinking about how Swintt can capitalise.”
The post Martina Muscat joins Swintt as new Marketing Manager appeared first on European Gaming Industry News.
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IBIA launches Mission 2030, a new global strategy to safeguard sports betting
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The International Betting Integrity Association (IBIA) has launched Mission 2030, a new five-year strategy to strengthen its role as the global standard for sports betting integrity. IBIA also unveiled a refreshed brand identity, reflecting its growing international reach and commitment to collaboration in an evolving regulatory and sporting landscape.
Khalid Ali, CEO of IBIA, commented: “As IBIA marks its 20th anniversary, we are not only reflecting on the past, we are also looking ahead to the future. Our new strategic roadmap charts how we will continue to deliver best in class integrity services to our members, deepen collaboration with our partners, and successfully confront the challenges and opportunities reshaping our industry. IBIA is evolving to ensure that whatever new trends emerge, we remain ready to safeguard sports, consumers and regulated betting markets.”
Mission 2030 focuses on three core objectives:
- Strengthening IBIA’s Global Monitoring & Alert Platform (Global MAP) to detect suspicious betting and support investigations;
- Expanding collaboration by deepening and broadening our partnerships across the global sports integrity ecosystem; and
- Advancing prevention through better regulation, effective policy engagement and player education initiatives.
Mission 2030 serves as a strategic roadmap, setting direction and priorities while allowing flexibility to meet emerging trends, such as AI, crypto, esports and new market openings that are reshaping the betting and integrity landscape at an unprecedented pace. Detailed actions and tactical initiatives will be developed and delivered in partnership with IBIA’s members, ensuring the association remains flexible, innovative and proactive.
To mark this next chapter, IBIA has also unveiled a new brand identity. The redesigned logo, with six interwoven segments, represents the stakeholders vital to protecting betting integrity: operators, sports, regulators, law enforcement, athletes and institutions. Together, they form the foundation of IBIA’s work. The new strapline, “Safeguarding Sports Betting”, captures the essence of IBIA’s mission.
Khalid Ali added: “To achieve our ambitions, we need to evolve and that starts with the way we present ourselves. More than just a visual update, our new brand is a key building block of Mission 2030. It reflects not just who we are today, but where we are heading tomorrow.”
The post IBIA launches Mission 2030, a new global strategy to safeguard sports betting appeared first on European Gaming Industry News.
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