Coming from a heavy media agency background working on multiple accounts and verticals, I quickly came to realise that igaming still relies extensively on media channels such as SEO and affiliate marketing to drive performance.
To understand this inheritance, it is worth looking at the chronological development of both the igaming industry and the online media industry.
In 1983, the internet was born and about 10 years later the first online gambling venue was opened to the general public. Meanwhile, the likes of Google, Yahoo and Facebook were founded a few years after the igaming industry made its first steps in the worldwide web.
In the early 2000s, Yahoo and Google became the search engine of reference in the media industry alongside Bing. Yahoo and Microsoft (Bing) expanded their offering with Ad Networks and Google focused on enhancing its algorithm, perfecting it to the point that both Yahoo and Bing became almost “irrelevant.” The results they provided on their sites were no match to Google and their search engine market share melted like snow in the sun.
Naturally so, the igaming industry successfully adopted both SEO and affiliate media channels to drive awareness and revenue of their products. However, online gambling somehow lags in adopting innovative online media solutions. As a matter of fact, to date, most conferences' marketing content mainly focuses on SEO and affiliate and rarely brings in other media channels to the (discussion) table.
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Read Full Story: https://www.intergameonline.com/views/the-igaming-echo-chamber-disruption-is-accelerating
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