Content marketing plays a central role for anyone who wants to stand out in the competitive iGaming market. If you work with Landing Pages, Pre-landers or informational sites in partnership with iGaming affiliate programs, having quality content is extremely important.
In this article, an iGaming content expert from PropellerAds shares valuable insights for anyone looking to improve their content strategies.
Types of iGaming Audiences
The iGaming audience can be divided into three main groups:
- Professionals: Experienced players who invest a lot of money and have in-depth knowledge of industry activities.
- Casual: Players who participate sporadically and are generally sports fans.
- Newbies: Players who have recently become interested in iGaming and are looking for more information on the topic.
According to Dmitry, an iGaming content specialist, most of the content for this niche focuses on novice players looking for information about the vertical.
Popular Content Types for iGaming
Here are some of the most sought after types of content by iGaming users:
- Sports predictions: Expert predictions are in high demand and relatively easy to create. Even less popular games can generate a huge increase in traffic when well explored.
- Rules and explanations: Content that explains in detail how activities such as Fantasy Sports work are highly sought after by newbies and casual players.
- Instructions: The technical part of iGaming, such as using applications, often needs detailed explanations. FAQs and guides are essential for users who don’t yet know the platforms well.
- Strategies: Some users also look for effective marketing strategies for iGaming. The format of this content can range from articles to checklists, social media posts and videos.
- News: Keeping the public informed about the main sporting events, news on iGaming legislation and player transfers to other clubs can strengthen your SEO strategy. Publishing news constantly is crucial to standing out.
Guidelines for creating content
Dmitry argues that there are differences in the content strategies adopted by large, established brands and smaller iGaming companies:
- Large companies: They generally offer unique proposals, such as a wide range of payment methods and global presence, in addition to investing in content marketing with influencers, promotional articles and videos.
- Smaller brands: Focus on keywords with low competition, SEO-optimized content, and scaling strategies similar to big brands.
Regardless of what you choose, here are some tips to improve your iGaming content strategy:
- Attention: The iGaming market is saturated with guides, articles and educational videos. New and exclusive content makes all the difference. Monitor new keywords and user demands to create standout content.
- Transparency: Don’t be afraid to mention negative aspects of an iGaming platform. When publishing reviews, highlighting points that may not please the user increases the credibility of the content.
- Competitor monitoring: Use monitoring tools to ensure that your content is not copied by competitors, preventing your traffic from being “stolen”.
- Track metrics: Use tools like Google Metrics to monitor the performance of your content and adjust your strategies according to the results.
No false promises
Your content must comply with the iGaming legislations of the GEOs you are targeting. Additionally, avoid promising guaranteed results, such as 100% gains, as these promises are easily linked to misleading advertising.
Talk to the PropellerAds team — they’ll help you optimize your iGaming content so you can achieve your goals in this lucrative niche.
