The iGaming industry has long been dynamic, subject to constant evolution in both gameplay and marketing strategies. Also, it has been one of the most heavily regulated digital sectors worldwide.
Speaking with SiGMA News, Niko Belikov, founder of RockApp and RR Group, said various jurisdictions are going to the direction of regulating the industry. Regulation will continue to be a driving force, and those who do not adapt may find themselves at a disadvantage, he said. RockApp specialises in performance marketing and traffic management.
See how Brazil happened. It will be like that; thats how it always works. That is because its very risky and not profitable being unlicensed in the iGaming industry, Belikov said. Non-regulated countries are less than regulated ones. While on regulated markets, there can be unregulated operators, but now you see very less non-regulated markets.
With the iGaming industry constantly evolving, media buying strategies have continued to shift as well. As regulatory landscapes, especially in markets like the UK and the EU, continue to shift, operators are finding themselves having to adapt their digital marketing approaches to stay compliant while maintaining profitability. Belikov, a seasoned expert with eight years of experience in the industry, shared his perspective on the current state of iGaming industry, rise of unlicensed operators and how marketing strategies have evolved due to regulatory changes.
Trust as the best form of protection
Despite rising regulations on the industry, unlicensed operators still dominate markets like Poland and France. Belikov believes that the best way for media buyers to combat this rise is by building strong, trusted brands. If a customer feels that a brand is trustworthy, they will choose it over unlicensed operators, he explained. Trust is the best form of protection.
Belikov is of the view that stricter regulations will push operators toward compliance or risk being left behind. In his view, operators who prioritise compliance, invest in quality marketing strategies, and build trust with their customers will have a competitive edge in an increasingly regulated market.
Shifting in affiliate marketing
Belikov also discussed how businesses can thrive in these changing regulatory landscapes surrounding the industry. He has expertise in driving new business development and mastering customer relationship management. According to him, the regulatory environment has been evolving and so has marketing, with many businesses shifting towards more traditional forms of advertising such as Facebook ads and other social media channels. The landscape is changing, Belikov remarked, adding that people are increasingly looking for entertainment that offers a fun and positive distraction from the often-negative news cycle.
This change in consumer sentiment also affects how digital marketing strategies need to be crafted. People are smarter now, Belikov explained. They want to see quality in advertisements, not misleading tactics. Advertisers need to sell the experience, not just the product. Therefore, iGaming advertisements should focus on the luxury of gaming as an experience, rather than simply promoting the possibility of winning money.
Investing in high-quality creatives
He also remains optimistic that regulated markets will provide an opportunity for growth and innovation, particularly for companies that remain compliant and invest in high-quality creatives. However, to what extent are creatives impacted differs from large to small operators in the industry, largely because resources vary.
For larger players in the industry, aggressive media buying can sometimes be a viable strategy, as they have the resources to dominate a market with heavy advertisement spending. Smaller and medium-sized players, on the other hand, need to be more careful with their marketing budgets. Belikov recommended that they combine performance marketing with brand-building efforts in order to increase consumer trust. Consumers are cautious, and they need to feel safe. Its not just about getting people to click on an ad, its about earning their trust.
Regarding the impact of regulations on creative freedom, Belikov acknowledges that while it might influence the way certain markets operate, it ultimately leads to more focused and effective campaigns. He also notes that regulated operators will definitely benefit from this shift, as these measures improve the quality of creatives.
Future of iGaming markets
As for the future of iGaming markets, Belikov believes Africa and the US are poised for tremendous growth. Africa, according to him, remains underutilised in comparison to more mature markets. Africa is still not fully tapped, Belikov explained, noting that the continent is still in the early stages of iGaming development.
China, on the other hand, is a rapidly developing market, driven by its massive population and a growing economy. People are going there because there are a lot of people, and the Lifetime Value (LTV) is substantial, he noted. He also noted that the Chinese market is becoming increasingly competitive and consolidated, making it a tougher landscape for new entrants.
Perhaps most exciting for iGaming operators, according to Belikov, is the US market, which continues to expand rapidly. The United States is a key market because its still about 50 percent of the 바카라 market, and not all states are even fully licensed yet, he explained. Many states, such as Florida, are expected to legalise online gambling soon, which will only add to the already impressive gaming market size of the country.
