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Keeping pace in a fast-moving industry
Jo Dennis, Chief Commercial Officer at Incline Gaming Marketing, on why service providers need to evolve their offerings in line with the ever-changing demands of the marketThe global online gambling industry is fast-moving, with revolution and evolution constantly driving things forward. The pace of change is reflected in the transitions operators and suppliers have gone through, not only since the inception of the industry, but just in the last few years.
This change can also be seen in the different service providers supporting operators and suppliers, and this includes marketing and creative agencies such as Incline Gaming Marketing.
Where once agencies would specialise in one or two areas, such as SEO or creative, in todayâs highly competitive market, they have had to become full-service. And this is the approach we have taken at Incline Gaming Marketing.
We also ensured that we are more than just a service provider, and very much become an embedded partner in the business if thatâs the level of support required.
Since being founded by industry veteran Peter Laverick back in 2020, weâve added services organically and through acquisition (including the takeover of Random Colour Animal in 2024) to become a full-service digital marketing and creative partner focused exclusively on the regulated gambling industry.
We are not just a supplier of campaigns or assets; we run marketing operations end to end for our partners, functioning as part of their in-house team.
Our expertise covers everything from branding and web development to SEO, user acquisition and CRM, making us a one-stop shop for operators looking to launch brands or build even more equity in their current brand assets.
We break these services down into three connected disciplines that together form a complete managed marketing service. Letâs take a closer look at them.
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User acquisition:
We plan, execute and optimise campaigns across Meta, Google, TikTok, Snapchat, Apple and programmatic networks, managing multi-million-dollar budgets. In fact, weâve handled more than $75m in ad spend over the years.
As an approved Facebook Business Partner, weâve been rated the most effective media buyer in North Americaâs online gaming sector, achieving a 99.9% efficiency score.
Our approach combines data-driven precision with creative excellence to acquire high-value players who fuel the entire customer ecosystem. It includes data-driven targeting, omni-channel execution, AI-enhanced optimisation, creative integration and real-time reporting.
Why does this approach work so well? Because more than 90% of sports betting handle in states like New Jersey, Pennsylvania and Michigan comes from online and mobile channels, and this makes mobile-first UA execution absolutely essential.
This trend isnât unique to North America. Regulated markets continue to grow at pace: in Q1 2025, Great Britainâs online GGY rose 7% year-over-year to ÂŁ1.45bn, led by slots revenue of ÂŁ689m and record player activity. In 2024 overall, the UKâs online market delivered ÂŁ6.5bn in GGY, up 2.8% year-over-year, despite tighter controls.
As markets expand, the opportunity grows too, and in our experience, personalised advertising can deliver a 5â8x ROI on spend and lift sales by more than 10%. It also allows operators to test and optimise creatives weekly, allowing them to achieve up to 50% higher CTRs compared to static creative sets.
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Customer relationship marketing:
Our CRM specialists handle the full player lifecycle from onboarding and first-time deposit conversion to long-term retention and reactivation. We combine data-led segmentation with targeted offers and creative to grow lifetime value while controlling bonus spend.
Our approach includes lifecycle engagement, with carefully crafted personalised journeys that increase retention, reduce churn and maximise LTV, segmentation and targeting, multi-channel communication, real-time triggers and performance analysis.
This is a powerful combination and approach driven by real-time CRM interactions that can outperform scheduled campaigns by up to 50% in terms of immediate revenue uplift.
Whatâs more, players acquired via referral programs can have a 25% higher retention and LTV compared to organic or paid channels. Finally, personalised retention campaigns can reduce churn by up to 15% and boost repeat purchase frequency by up to 20%.
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Creative:
Incline Gaming Marketing is a creative machine, producing more than 1,000 assets per month from brand identities and websites to broadcast-quality TV sports, slot game creatives, supplier content packs and conference materials.
We combine seasoned industry expertise with AI-powered tools and processes to execute at scale, delivering hyper-personalised, dynamically optimised campaigns that drive measurable results. Our weekly âbest performerâ analysis ensures fresh, data-based creative iterations that keep campaigns competitive in any and every market.
Our approach also takes in performance-driven design, data-led insights, AI-enhanced production, access to a creative library with more than 5,000 casino ad creatives tested for performance marketing, plus multi-format capability.
This approach is proven to work because personalised creative delivers up to 5x higher conversion rates compared to static, non-targeted creatives, while A/B testing assets can improve CTR by up to 50% and significantly extend campaign longevity.
We also know that creative refreshes can reduce cost-per-acquisition by up to 30% in performance-driven campaigns.
These have been our core service offerings for some time now, but given the ever-changing landscape, we have recently expanded into SEO and affiliate program management so that we can continue to support our partners in all aspects of their digital marketing and creative work.
When our partners win, we win â a saying that applies to the global online gambling industry. And thatâs why at Incline, we never stand still and are always moving with the fast-slow of the sector, specifically when it comes to how our partners acquire and retain high-value customers at scale.
The post Keeping pace in a fast-moving industry appeared first on European Gaming Industry News.

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GGPoker Unveils Massive Weekly $100K Freeroll, Kicking Off October 18
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Play your way to a share of $100,000 each week
GGPoker, the Worldâs Biggest Poker Room, today announced the launch of an exhilarating new promotion designed to give players even more chances to win big: the Weekly $100K Freeroll. Starting on October 18, poker enthusiasts can compete for a share of a guaranteed $100,000 prize pool every single week, completely free of charge.
The Weekly $100K Freeroll offers a straightforward path for players to turn their everyday poker action into significant winnings. Players can claim tickets to both the Daily Freeroll tournaments or the main Weekly Freerolls in a variety of ways. The Daily Freerolls run twice every day, with thousands of Weekly Freeroll tickets up for grabs in each event.
Every Saturday at 08:00 (UTC-8), the main $100,000 freeroll tournament will take center stage, promising thrilling action and substantial payouts for hundreds of players.
How to Enter the Daily and Weekly Freerolls
GGPoker has made qualification easily accessible:
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Daily Freerolls (Run Twice Daily): Players can secure a ticket by:
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Fully completing their sign-up at GGPoker
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Making a deposit
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Playing 100 cash game hands
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Weekly $100K Freeroll (Every Saturday): Players can earn their spot in the big weekly event by:
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Winning a ticket in a Daily Freeroll
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Making a cumulative deposit of $500 or more during the week
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Refer a Friend Bonus: Successfully referring a friend (via GGPokerâs new Refer Your Friend feature) who registers and makes their first deposit will also grant a direct ticket to the Weekly $100K Freeroll for both players
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Playing 1,000 cash game hands
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âWe are incredibly excited to launch the Weekly $100K Freeroll, offering our players an unparalleled opportunity to compete for a massive prize pool with no buy-in required,â said Sarne Lightman, Managing Director of GGPoker. âThis promotion is designed to both reward our loyal community and welcome new players, making poker more accessible and exciting than ever. With multiple ways to qualify daily, everyone has a shot at playing for a tasty score each Saturday.â
To learn more about the Weekly $100K Freeroll, please visit: ggpoker.com/promotions/weekly-freeroll/
The post GGPoker Unveils Massive Weekly $100K Freeroll, Kicking Off October 18 appeared first on European Gaming Industry News.
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Important Information regarding Fast Track services
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Fast Track is issuing this statement regarding an isolated incident that occurred in early October.
Fast Track experienced a highly sophisticated cyber attack that specifically targeted two clients operating on the Fast Track Platform.
Upon detection of the breach, Fast Track immediately ceased the attack and informed the affected parties.
Fast Track confirms that no other clients have been impacted by this incident.
Further details will be provided as they become available and appropriate to release.
If you have any questions regarding this incident, please email [email protected].
The post Important Information regarding Fast Track services appeared first on European Gaming Industry News.
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Week 41/2025 slot games releases
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Here are this weeks latest slots releases compiled by European Gaming
GAMOMAT is taking players on a colourful adventure with its new title, Frooty Troupe Sun Splash. This feel-good game launches the new Frooty Troupe series, transporting players to exciting worlds, with more to be revealed in time.
Relax Gaming has launched Masked Treasures, a volatile Aztec-inspired slot packed with mystery symbols and free spins. Set deep in the jungle on a 5Ă3 reel layout, Masked Treasures invites players to uncover sacred rewards hidden behind ornate gold masks, with a maximum win potential of 5,000x the stake.
Evoplay has launched Hocus Pocus Sorcery, where the night comes alive with glowing gems, enchanted books, and mischievous black cat. Hocus Pocus Sorcery captures the Halloween spirit with a supernatural flair. Players are welcomed into a moonlit world of bubbling cauldrons and mysterious symbols, where each spin offers a chance to unlock powerful features and hidden rewards.
Players will feel the power of the herd and find strength in every spin in Buffalo Wild Collection, the latest slot from in-demand iGaming content provider, ICONIC21. Buffalo Wild Collection takes players to the Great Plains, where they follow these magnificent beasts towards potentially big wins.
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TaDa Gaming, is hoisting the Jolly Roger for a barrel full of gold in new release Lucky Macaw. An unusual grid layout sees three reels and three rows, with the centre reel holding an extra position/fourth row, plus 10 fixed paylines. Set in Pirate Cove with the galleon anchored offshore, Captain Macaw is ready to parley with players for pirate coins and bags of gold cash symbols.
Endorphina has announced the release of its newest title, Sloteus Gold. Featuring 5 reels, 4 rows, 25 fixed paylines, and a royal treasure narrative, Sloteus Gold is now available in online casinos. This new Endorphina slot invites players on a royal adventure for King Sloteusâ Gold, where valuable coins with multipliers up to x15 are in play.
Amusnet has released its latest slot game â 40 Lucky Wilds Hot. This sizzling online slot turns the temperature up with classic charm, vibrant symbols, and electrifying winning potential. Designed with 5 reels and 40 fixed paylines, 40 Lucky Wilds Hot invites players into a world where every spin crackles with excitement.
Million Games, together with Million Stars partner studio Yugo Workshop, has announced the launch of FreakShow Hotel, a Halloween-themed 5Ă3 video slot designed to deliver both festive fun and serious win potential. Set inside Count Dracâs haunted hotel, the game invites players to join a supernatural banquet filled with ghosts, monsters, and high-paying surprises.
Stakelogic has unveiled its latest enchanted adventure, Leprechaunâs Loot, where Irish folklore meets inventive mechanics. Starring Pip OâSpin, a cheeky leprechaun from the emerald hills with a gift for turning rainbows into gold, the game combines playful storytelling with exciting Hold âNâ Win action.
Playân GO breathes new life into ancient Chinese mythology with Bao Shi, a visually striking 5-reel slot centred around the mythical Lion God, Lioras. Set amidst mist-shrouded mountains and long-forgotten temples, Bao Shi beckons players to release Lioras from an ancient spell cast by a malevolent warlord, bringing prosperity to those brave enough to beat the drums of destiny.
Evoplay has launched Trick or Treat Joker, a spooky slot where mischief and mayhem rule the night. Led by the sinister yet charming Joker, this Halloween-themed release blends spooky visuals with classic fruit symbols for a mischievous twist on conventional gameplay. Pumpkins, cobwebs, bats, and glowing symbols create a haunting setting for an eerie adventure.
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Spinomenal is celebrating this yearâs Halloween with the release of its new title, Spooky Halloween. Spinomenalâs chilling slot is set within a forest cloaked in fog, surrounded by twisted trees and glowing candles illuminating the 5Ă4 layout. Adding to the haunting experience is an atmospheric soundtrack, echoing with eerie chimes that builds anticipation with every spin.
Amusnet has released its latest video slot, Wild Fortune. This 5-reel, 40-fixed-payline video slot features nine beautifully designed symbols. The Wild symbol expands on all reels and positions, helping players to complete winning combinations and unlock hidden treasures.
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The post Week 41/2025 slot games releases appeared first on European Gaming Industry News.
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