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12 Month of iGaming: A Landscape Analysis

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Given the recent circumstances surrounding COVID-19, the gaming and betting industry has seen a huge influx of traffic and attention from consumers, new and old, that are now settling into home-based ways of working.

For the savvy gaming companies that have been making improvements to their sites over the last 12 months, now is a time to thrive. Leaders in this area have used this time to take advantage of scope to attract new customers with innovative marketing tactics, fantastic offers, and an energetic brand. For others however, the next months will likely be a struggle unless they take the necessary steps to amp up their efforts.

In uncertain times, player acquisition remains a vital priority and those who have invested time, energy, money and expertise into this area will likely reap the rewards 10-fold. Given the relevance, we’ve conducted a substantial analysis of the top 50 organic keywords in the UK for the four main sectors of iGaming – Slots, Roulette, Casino, and Poker – to better understand the sites that have seen the biggest improvements over the last 12 months, how they’ve done it, and what their next steps are likely to be over the coming months.

Additionally, through conducting an in-depth situational analysis of the current landscape we are able to better understand the activity that has been rewarded by Google over the last 12 months, while better differentiating between successful strategies and those that will likely deliver underwhelming results.

 

Slots

 

The websites that have seen the biggest swing in overall organic visibility over the last 12 months have been increasing their games library but more importantly; increasing the crawlable copy of game pages.

For slot sites that are usually quite Javascript heavy, ensuring all copy is clear and crawlable gives search engines something to work with at first pass and can improve performance long term.

Leading the pack, Admiral Casino has a larger than average amount of text on its game pages and is clearly reaping the rewards with significant uplifts in traffic Y/Y straight into game URLs.

 

It should also be mentioned that all of these sites were active with link building and typically saw a lead time of about 6 months between starting to build links and seeing serious gains in organic visibility.

Once these improvements began, however, the growth seen in the first six months was again repeated in the subsequent 3 months.

 

Roulette

 

 

 

 

 

The biggest 12-month swings in the Roulette sector has been for sites that have kept a tight focus on the Roulette topic area and supported commercial pages with informational content to grow awareness of their brands.

Leading sites such as Liveroulette.com and 888casino.com can be praised for the informative content and extensive guides targeted towards both first-time depositors and seasoned players.

In addition, leaders in this market must ensure they consider the user journey and are present throughout the conversion funnel, not just at the high-volume terms close to conversion. Focusing on terms such as “how to play” and exploratory informational queries is crucial to nailing that focused topical relevance.

Finally, it is important to note that these are established domains with sizable link profiles with the quality of the most recent links becoming the key differentiating factor. Newcomers looking to succeed in this sector must be both aggressive and smart with their link building strategies to ensure they’re in a position to compete as quickly as possible. Do not be afraid to break the mould with your PR to generate buzz and links that will get the site off to a great start.

Casino

 

 

PinkCasino.co.uk has seen a significant level of visibility growth over the last 12 months due to an increase in the number of landing pages on the site but more importantly the copy on game pages has had an overhaul.

Historically, one of the biggest technical challenges in the gaming space is the use of JavaScript and search engines inability to render the content. Useful HTML based web copy has worked as well for Pink Casino, as it has Admiral Casino, previously mentioned. The site is also benefiting from improved internal linking and a streamlining of the site structure.

Some of the domains on this list have also had expired domains with link equity redirected into them. Whilst this can sometimes be used as an effective tactic, it is important to remember that it can also raise flags with Google and should be used sparingly.

Poker

 

 

As with Roulette, focus and relevance are key in the Poker rankings. How to play type content and guides perform incredibly well when paired with effective internal and external link strategy.

Partypoker.com has this area nailed down and so it is no surprise to see them growing over 230% in 12 months.

Cardchat.com has also put a significant level of effort into producing content and guides and as a result are visible for nearly twice the number of keywords as pokerstars.com according to SEMrush data. The next step for them, and sites in similar predicaments, is to improve their visibility through good quality link acquisition.

 

In Conclusion

The gaming and betting markets continue to be one of the most competitive and varied SERPS to operative in.

From our analysis, we see a significant shift from black hat tactics to informative content and PR-led campaigns, which for many sites, is the driving factor behind and increase in strong coverage, brand awareness and long-term rankings.

The future of iGaming is looking quite bright and as the current surge in traffic continues, it is no doubt that current timings favour acquisition. For those looking to capitalise and increase their conversion rates, keep in mind that increased traffic lends itself incredibly well to different forms of testing. Now is a great time to catch and convert as many of those new visits as you can with short test cycles.

From the analysis conducted, the key takeaways for competing in iGaming SERPs in 2020 are as follows:

  • Sites that are spending the time and money on creating well written, informative, and user-friendly content are currently reaping the rewards.
  • Rather than focusing solely on the high-volume terms, it is crucial for sites in the noted sectors to ensure they’re considering the full user journey and conversion funnel.
  • Links remain important but the quality will always trump quantity over time.

With over 13 years of experience in the iGaming and Betting industry, the Blueclaw team are always happy to talk search. For a more focused analysis, or to discuss anything mentioned above, please feel free to get in touch with one of our experts.

 

Author: Andrew Parker, Performance Director at Blueclaw Media Ltd

Contact: [email protected]

 

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Industry News

Skill Gaming Market Size to Surpass USD 85.34 billion by 2030, exhibiting a CAGR of 13.3%

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The global skill gaming market size was USD 30.99 billion in 2022 and is projected to reach USD 85.34 billion by 2030 at a CAGR of 13.3% during the forecast period. Fortune Business Insights presents this information in their latest research report titled “Global Skill Gaming Market Forecast, 2023-2030.”

Gamers and developers are attracted to skill-based games for mental challenges, social interaction, and competitive opportunities. The scope of this study includes the platforms and games which require the players to compete and utilize real currency with other players. Such games are considered into casino games, board games, sportsbooks, puzzle games, word games, and poker.

Key Industry Developments:

March 2023: Dream11 in partnership with Legends League Cricket as the Official Fantasy Partner for the LLC Masters tournament. The tournament featured three teams – Asia Lions, India Maharajas, and World Giants.

Key Takeaways

  • Skill Gaming Market size in North America was USD 8.77 billion in 2022
  • Rise in Gaming Applications Usage during the Pandemic Led to Market Growth
  • Rising Demand for Advancement in Internet Technology to Drive the Market Growth
  • Board Based Segment to Dominate due to Consumers’ Tendency to Switch to Alternative Board Games

Discover the Leading Players Featured in the Report:

“Companies leading the global Skill Gaming Market are Skillz, Inc. (U.S.), Arkadium, Inc. (U.S.), AviaGames, Inc. (U.S.), GameDuell GmbH (Germany), GSN Games (U.S.), Junglee Games (U.S.), Big Fish Games (U.S.), Sporta Sports Technologies Private Limited (India), Triumph LLC (U.S.), Game Taco Inc. (U.S.)”

Report Scope & Segmentation

Report Coverage Details
Forecast Period 2023 to 2030
Forecast Period 2023 to 2030 CAGR 13.3%
2030 Value Projection USD 85.34 billion
Base Year 2022
Skill Gaming Market Size in 2022 USD 30.99 billion
Historical Data for 2019 to 2021
No. of Pages 120
Segments Covered By Skill Type, Game Genre, and Region

Drivers & Restraints

Turbocharging Gaming Speed of the 5G Network Augments the Development of Skill-based Games

Unlimited internet facilities and emerging 5G coverage are progressively becoming the new norm globally, subsequently complementing mobile gaming. 5G offers better download speeds and lesser latency during gaming.

Legislation and rules regarding different industries vary from country to country in various regions. When it comes to skill-based games, they are also often confused with gambling, which is restricted in several countries.

Segmentation

By Game Genre

  • Card Based
  • Board Based
  • Dice Based
  • Tile Based
  • Word and Number Based
  • Puzzle-Based and Animated Games

By Skill Type

  • Physical
  • Mental

By Industry

  • BFSI
  • Cloud & Data center
  • Government
  • Energy & Utilities
  • Healthcare
  • Automotive
  • Others (Gaming, Retail & Consumer Goods, and others)

By Region

  • North America
  • Europe
  • Asia Pacific
  • Middle East & Africa
  • South America

Regional Insights

North America Dominated the Market Owing to Increasing Demand for Mobile Devices

North America led the market share in 2022. North America witnessed an exponential growth owing to the production of mobile devices and the availability of new consoles in the North America market.

Europe is estimated to grow with a noteworthy CAGR during the projected period. The growth of the gaming sector has led to the development of new gaming platforms, such as subscription-based services and cloud gaming, that give players access to skill gaming.

Competitive Landscape

Prominent Key Players Focusing on Partnerships and Acquisitions are Expanding their Product Offerings

Skill gaming companies form strategic collaborations and alliances to enlarge the technologies, business, products, and other offerings with year-on-year revenue growth. Mergers, partnerships, and collaborations differ as per the business requirements, such as the enlargement of the product portfolio, which helps grow their presence and acquire a new customer base.

FAQs

How big is the Skill Gaming Market?

The Skill Gaming Market size was USD 30.99 billion in 2022. It is expected to reach USD 85.34 billion by 2030.

How fast is the Skill Gaming Market growing?

The Skill Gaming Market will exhibit a CAGR of 13.3% during the forecast period, 2023-2030.

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Industry News

Amusnet to Participate in SBC Summit Barcelona

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Amusnet is going to participate in the 3rd edition of the SBC Summit Barcelona, to be held on September 19-21 at the Fira Barcelona Montjuïc, Spain. At the event, the company will act as a Premium Sponsor, in addition to showcasing its latest products for the online industry.

At booth CG40, the leading international iGaming provider will showcase its most famous casino products such as 20 Golden Coins, Fruits & Gold, Candy Palace, 20 Bulky Fruits and Cocktail Rush, as well as its renowned Live Casino titles like Vegas 500x Roulette, Dynamic Roulette 120x and European Roulettе. The company will be also presenting its newest captivating 5-reel slots Cavemen & Dinosaurs and Dancing Dead, emphasising on its diverse and ever evolving gaming portfolio. Cavemen & Dinosaurs, releasing on September 19, features thrilling elements such as free spins with random wilds and retrigger options, Instant Win and a gamble feature for added excitement. Dancing Dead, set to debut in October, promises an exhilarating gaming experience with a range of exciting features including Expanding Wilds, Pick Me Bonuses and a Gamble mode, providing players with even more ways to enjoy and win with this thrilling new slot inspired by the traditional Mexican feast Day of the Dead. To add an engaging entertainment at the Amusnet booth, visitors will have the unique chance to participate in a 360-degree video activation, dedicated to the upcoming Dancing Dead slot release and seize the opportunity to win premium prizes. As a tradition, Amusnet will elevate the event atmosphere by offering an exclusive cocktail menu, inspired by its most famous slots.

Amusnet will have the honour to be among the sponsors of the 10th edition of the SBC Awards 2023, which will take place on the final day of the SBC Summit Barcelona on Thursday, September 21 at the remarkable winery venue of Caves Codorniu in Barcelona. The leading international provider’s nomination in two categories, including Casino/Slots Developer of the Year, reaffirms Amusnet’s strong standing in the iGaming industry, underscoring its dedicated efforts in delivering cutting-edge casino technology appreciated by partners and players globally. The nomination for Employer of the Year serves as a testament to the company’s commitment to creating a workplace where employees feel valued, motivated and engaged. Furthermore, as a Premium Sponsor of the event, Amusnet will be supporting the Football Tournament, the Sports Betting, Casino and iGaming Zone and the Official Senior Executive Party at Shoko.

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Industry News

888 Appoints Sean Wilkins as CFO

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William Hill and Mr Green owner 888 has announced the appointment of Sean Wilkins as its new chief financial officer, effective February 1, 2024.

Wilkins has 17 years of experience in CFO roles at both private and public companies, having most recently held the position of Group CFO of Superbet, an omni-channel betting and gaming business with operations primarily across Romania, Poland, Serbia and Belgium.

Prior to this, he held CFO roles at several consumer-facing businesses including Big Bus Tours, Domino’s Pizza, Tesco Malaysia, Tesco Telecom and O2 Asia.

Current CFO Yariv Dafna will step down from his role and the board on October 2 following an orderly handover of responsibilities to chief strategy officer Vaughan Lewis, who will also assume the role of interim CFO until Wilkins joins.

Executive chair Lord Mendelsohn said: “In addition to having an in-depth understanding of the betting and gaming industry, Sean brings a wealth of relevant experience gained in CFO roles at international businesses, where he has demonstrated a strong track record of value creation.”

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