The future of iGaming marketing: brand building, AI search, and beyond
In the rapidly evolving landscape of iGaming marketing, two significant forces are reshaping industry strategies: the transformative impact of artificial intelligence (AI) on search behaviours and the increasing limitations imposed on media buying.
These changes necessitate a shift from traditional tactics to a more holistic approach centred on brand building, reputation management, and meaningful engagement.
AI Transformation of search behaviour
AI-powered search engines are revolutionising how consumers seek information. With AI providing direct, synthesised answers, users are spending less time on traditional search queries, reducing engagement with conventional search results.
In fact, usage of ChatGPT as a primary search tool in the U.S. rose from 1% in June 2024 to 8% by late 2024, a sharp increase that underscores a fundamental shift in behaviour. Moreover, over 34% of Google search engine results pages (SERPs) now feature AI Overviews, up from 25% in September 2024.
This new search paradigm challenges traditional SEO tactics, as AI interfaces prioritise concise, authoritative answers over lists of links. Additionally, according to Adobe Analytics, AI-driven referrals deliver users who spend 8% more time on site, view 12% more pages and bounce 23% less than traditional search traffic.
Furthermore, as ClickZ reports, nearly 57% of users now get their answers directly from the SERP without clicking through, shifting toward a “zero-click world.”
And as Search Engine Land notes, a former Google executive described directing traffic to publishers as a “necessary evil” — highlighting Google’s goal of keeping users within its own ecosystem.
For iGaming brands, this means keyword optimisation alone won’t suffice. Establishing a robust, trustworthy brand presence is essential, as AI algorithms prioritise content from reputable sources.
Navigating media buying limitations
The iGaming industry also faces stringent regulations that complicate media buying. These restrictions vary significantly across jurisdictions and can include outright bans, targeting limitations, and mandatory responsible gambling messaging.
Globally, regulators are tightening control. For example, in the UK and much of the EU, iGaming ads must feature visible, responsible gambling tools and be sure not to be directed at minors. Platforms like Meta require explicit written permission for gambling ads, including proof of licensing and age-targeting compliance.
Moreover, changing rules and consumer protection laws are compelling marketers to rethink media strategies. According to European Gaming, 2025 has already seen a spike in compliance costs and delays in campaign approvals, pushing brands toward safer, long-term strategies like branding and reputation building.
Marketing strategy
While the market stays turbulent, media buyers need a stable source of relevant traffic outside the regulative storms most automated giant platforms suffer from. A shift to niche but more customised platforms can become a serious competitive advantage. Let’s discuss it in more detail.
Leveraging niche traffic sources
In response, iGaming companies are embracing niche ad networks that offer compliant access to relevant audiences. Thanks to niche-specific profile and expertise, such networks can provide both compliance and traffic volumes.
Networks like Adsterra offer global reach and various pricing models, including CPM for brand awareness and CPA Goal for performance optimisation.
The CPA Goal tool by Adsterra allows advertisers to set conversion targets and only pay for results, maximising ROI while staying compliant. CPM campaigns, meanwhile, can effectively elevate brand recognition across regulated or limited inventory channels.
Emphasising Brand Building and Reputation
With AI transforming discovery and traditional media narrowing, iGaming companies must focus on credibility. Implementing responsible gaming tools like deposit limits and self-exclusion, publishing transparent terms, and ensuring ethical UX design can build long-term trust.
Strong reputations not only enhance player retention but also ensure AI search systems rank and reference the brand more often.
Leveraging AI for personalised marketing
AI also enables highly personalised engagement. Modern CRM platforms powered by AI analyse user behaviour to tailor messages, promotions, and game recommendations. This level of personalisation increases player satisfaction and lifetime value.
Programmatic media buying
AI-enhanced programmatic buying streamlines ad spend. Advertisers can make real-time bidding decisions and optimise placement for target demographics at peak conversion times. This automation is key to precision and budget efficiency.
Meaningful campaigns and community engagement
Relatable, human-centred stories — user wins, support for charities or responsible gaming awareness — connect emotionally. Hosting webinars, Q&As, or participating in forums builds a loyal community around your brand.
Corporate Social Responsibility (CSR) initiatives
Brands investing in CSR — like sponsoring local events, funding scholarships, or supporting mental health — benefit from enhanced public image and long-term goodwill. These initiatives are increasingly appreciated by modern, conscious consumers and turn industry limitations into growth points.
According to a Cone Communications study, 87% of consumers are more likely to purchase a product from a company that supports social or environmental causes.
In the iGaming industry, Casino Guru reports that initiatives focused on responsible gambling and community support positively influence public perception and trust.
Strategic partnerships and collaborations
Partnering with well-aligned influencers and organisations can elevate visibility and credibility. Collaborations with sports brands, tech events, or responsible gaming advocates can extend brand reach and reinforce values.
As AI reshapes how users search and media buying becomes more restricted, iGaming brands must evolve. A strategy focused on trust, brand value, and meaningful engagement — backed by performance-based niche traffic sources — will outlast short-term acquisition tactics and win in the long run.
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