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PR-fueled iGaming strategies lead to 30% higher conversion post-privacy shift

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With third-party cookies on their way out and user-level tracking becoming less reliable by the month, iGaming marketers are being forced to rethink how they build performance. 

The shift has exposed deep cracks in traditional acquisition strategies. Attribution models are fading. CACs are climbing. And data-driven targeting no longer works the way it used to. As a result, one trend is taking center stage: performance works better when awareness comes first.

Across the iGaming industry, growth teams are rediscovering that PR, media buying, and brand-building aren’t vanity plays. They’re clean, compliant, and increasingly essential levers that drive real conversion – especially when user-level data is off the table.

At RockApp, we’ve seen this shift play out across multiple markets and verticals.

Performance Doesn’t Happen in a Vacuum

The traditional approach to iGaming performance marketing is ruthlessly optimized: creatives A/B tested down to pixel placement, traffic sources ranked by ROI, and every conversion event tracked. But in today’s data-fragmented ecosystem, even the best-optimized campaign can stall if users don’t recognize or trust the brand behind the offer.

That’s where earned media – and strategic media buying – start pulling their weight in new ways.

According to Think with Google, users exposed to both brand-building ads and performance campaigns are 2x more likely to convert than those who see only one or the other. In our experience, the effect is even more pronounced in privacy-restricted environments, where brand trust becomes a conversion lever, not just a UX concern.

The Awareness-Conversion Loop

In multiple campaigns RockApp has supported for iGaming brands entering new markets, we’ve observed a consistent pattern: strategic media exposure – whether through earned coverage, sponsored content, or thought leadership – primes audiences and lifts downstream performance.

To validate this trend, we recently conducted an internal study comparing two iGaming operators – Brand A and Brand B – both entering the same market with near-identical user flows: similar registration forms, interface logic, site structure, and acquisition funnels.

Brand A had active media presence in the region: ongoing PR coverage in vertical media, sports sponsorship deals with local clubs, and participation in relevant offline events. Brand B, although an established name in other regions, had no media activity or brand presence in the local market at the time of launch.

The performance delta was striking.

  • Brand A achieved a registration-to-deposit (reg2dep) conversion rate of 48%
  • Brand B reached just 26% – almost half

The only significant difference: Brand A was visible, trusted, and familiar to the audience – Brand B wasn’t.

“We consistently see that performance campaigns supported by active PR in the target region outperform standalone campaigns by at least 30%,” says Khanikian Dmitriy, CMO at RockApp. “This becomes especially evident in mid-funnel metrics like reg2dep, where user hesitation can make or break profitability. When users recognize the brand – because they’ve seen it in the media or associated with local sports – they convert faster and with more confidence.”

Sports sponsorships in particular proved to be a powerful lever. By aligning with culturally relevant teams and events, Brand A tapped into existing emotional loyalty, which translated into commercial action. These touchpoints created a steady flow of earned impressions that enhanced performance media, rather than competing with it.

Additionally, PR-led visibility drove a measurable increase in organic traffic. Branded search queries and direct visits rose during campaign peaks, indicating that users were not only clicking on paid ads – but also actively seeking out the brand. This broadens top-of-funnel reach and reduces dependency on high-cost user acquisition channels.

The takeaway: media exposure isn’t just about awareness – it’s an input into conversion.

From Vanity to Utility: Rethinking Media Buys in a Cookieless World

A common misconception is that media buying is just about impressions. In truth, when layered with performance goals, it becomes a strategic asset, especially in a world where deterministic tracking is fading.

Smart buys in content networks, programmatic placements in relevant environments, and even native sponsorships act as pre-conversion touchpoints. They reach users early, before they enter the performance funnel, and shape perception at moments attribution platforms can’t see.

A 2023 study by Pathmatics showed that iGaming brands investing consistently in upper-funnel media saw a 1.5x higher ROAS on performance campaigns compared to those that didn’t.

In a privacy-first market, the logic is simple: you may not be able to track every step, but you can influence every outcome.

What This Means for iGaming Marketers

As user-level tracking degrades and campaign measurement becomes less reliable, growth teams need to think beyond the click. PR and media exposure are no longer peripheral – they’re central to performance strategy.

At RockApp, we’ve adjusted our UA approach to integrate upstream planning with media and PR teams. The results: lower CAC, higher retention, and more resilient campaign performance across regulated and privacy-conscious markets.

So what can iGaming marketers do right now?

  • Map your funnel touchpoints beyond attribution. Awareness matters even when you can’t track it.
  • Align media buying and PR efforts with performance goals – not after the fact, but during planning.
  • Invest in brand signals like sports sponsorships, thought leadership, and earned media. They work when pixels can’t.

In a privacy-first world, performance doesn’t start with a click – it starts with trust.

And trust is built upstream.

 

The post PR-fueled iGaming strategies lead to 30% higher conversion post-privacy shift appeared first on European Gaming Industry News.

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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Bacta commissioned research shows huge support for seaside arcades led by Gen Z

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The findings of independent research conducted by Censuswide among a sample of 2,000 UK Nationally representative respondents aged 16+ shows that Generation Z has fallen in love with the seaside arcades so popular with their grandparents. 

The research reveals that 8 in 10 respondents (81 percent) view seaside arcades as being part of British culture and it is young Brits that are banging the drum for arcades, with 90 percent of 25–34-year-olds backing their importance.

Despite overwhelming public support from Britain’s younger generations, seaside arcades continue to face a perfect storm of challenges from rising energy and staffing costs, plus the threat of increased taxation as suggested by former Prime Minister Gordon Brown.

72 percent say Government should do more to protect them – with 86 percent of those aged 25-34-years calling for urgent action.

The research findings confirm the central role played by seaside arcades with 72 percent of adults saying they would visit an arcade on a trip to the seaside a figure that rises to 91 percent for 24-34-year-olds.

In terms of providing accessible entertainment 55 percent say that arcades offer great value for money, making them the UK’s most affordable family day out. As a result, 84 percent confirmed they have enjoyed arcades with multiple generations of their family.

The importance of contributions to local economies featured highly in the research paper with 7 in 10 stating that arcades play a key role in regenerating seaside towns, a figure that rises to 85 percent of 18-24-year-olds.

Reflecting on the research findings Joseph Cullis, President of UK trade association, Bacta said: “Britain’s seaside arcades are a vital element of our proud tourism industry, a modern cultural icon, and have been a fun family activity for more than a century.

“It’s brilliant but not surprising to see young people are embracing them with all the enthusiasm of their parents, grandparents and great-grandparents before them.

“At Bacta, we’re fighting to protect our seaside arcades from the threats of rising costs and from those who want to tax them out of existence. We hope that local councillors, MPs and the Treasury will heed the wants and needs of the British people and protect these vital institutions.”

Elliot Ball, who co-owns and runs Clacton Pier with his brother Billy, said other attractions would be at risk if arcades were taxed even more.

“I’m the fifth generation of my family – on both sides – involved in amusement arcades so this is a labour of love” he stated.

“But the threat from the government to raise gambling tax would put at risk a traditional family day out to the seaside. Trips here have been making memories for generations, and it’s great that younger people are finding the same safe, harmless fun on the pier that has been raising a smile and lighting up eyes for years and years.

“We’ve bounced back from the pandemic and the rise of staycations helps, but many of Britain’s most beloved seaside attractions will be put at high risk if gambling taxes rise.”

The post Bacta commissioned research shows huge support for seaside arcades led by Gen Z appeared first on European Gaming Industry News.

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Soft2Bet and Its Brands Land 12 Nominations at the EGR Operator Awards 2025

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Soft2Bet and its brands have been shortlisted for 12 awards at the EGR Operator Awards 2025, highlighting progress across the EU and North America with recognition for leading brands, its key MEGA solution and individual honours.

Results across Europe validate Soft2Bet’s approach and prove Soft2Bet’s platform, gamification, and localisation excellence. Soft2Bet’s performance-first B2C model combines product innovation, MEGA-powered gamification and rigorous compliance to drive sustainable growth in saturated and competitive markets.

At last year’s EGR Operator Awards, Soft2Bet’s excellence was recognised with six nominations, and in 2025, that number has doubled to twelve! The nominations are:

MEGA by Soft2Bet

  • In-house Product of the Year

Betinia

  • Casino Operator of the Year
  • Innovator of the Year
  • Sports Betting Operator
  • Casino Product of the Year

CampoBet

  • Sports Betting Operator
  • Casino Product of the Year

ToonieBet

  • Casino Product of the Year
  • North American Operator of the Year
  • Marketing Campaign
  • Rising Star

Yoel Zuckerberg, CPO at Soft2Bet

  • Individual Achievement

Being shortlisted in twelve categories at this year’s EGR Operator Awards is a clear endorsement of MEGA and the performance of our brands. We build for localisation from day one, take a performance-driven approach and put customer experience first. That is how we deliver sustainable growth across regulated markets and measurable value for our partners,” stated Alex Gitsik, CMO at Soft2Bet.

MEGA powers Soft2Bet’s platform and is offered as a standalone, API-ready solution. Through data-driven segmentation, flexible UX/UI and market-specific configuration, MEGA delivers higher engagement and ROI across brands such as Betinia, CampoBet and ToonieBet, with measurable results, stronger retention and consistent industry recognition.

The post Soft2Bet and Its Brands Land 12 Nominations at the EGR Operator Awards 2025 appeared first on European Gaming Industry News.

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SolutionsHub Wins Global 100 Award for Fintech Industry Influence

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SolutionsHub, a leading authority in egaming and fintech licensing and regulatory support, has been named Fintech Industry Influencer at the Global 100 Awards 2025, recognising its role in shaping standards across the financial technology sector.
The Global 100 Awards highlight organisations that not only deliver commercial success but also influence the direction of their industries. The Fintech Frontiers category, in which SolutionsHub was recognised, acknowledges companies that are driving innovation, setting compliance benchmarks, and supporting the growth of emerging technologies.
SolutionsHub has become a trusted partner for fintech and egaming ventures navigating highly regulated markets. The firm’s expertise spans licensing, compliance, and operational activities, enabling businesses to scale globally while maintaining strong regulatory foundations.
“Fintech is changing faster than most regulators can respond,” said Lee Hills, CEO of SolutionsHub. “Our job is to bridge that gap, giving innovators the confidence to expand while ensuring governments and regulators can trust the frameworks in place. This award is recognition of that balancing act, and of the SolutionsHub team who deliver it every day.”
The recognition comes as the fintech sector faces increasing scrutiny over digital assets, payments technology, and cross-border compliance. SolutionsHub has been at the forefront of advising firms in these areas, providing clarity where the rules are still taking shape.
The award further cements SolutionsHub’s reputation as the benchmark for excellence in regulated markets. By consistently delivering cutting-edge compliance solutions and advisory expertise, the firm has established itself as the partner of choice for businesses operating in complex environments.

The post SolutionsHub Wins Global 100 Award for Fintech Industry Influence appeared first on European Gaming Industry News.

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