Steady Growth for Amaya During Q1

Amaya, a leading provider of technology-based products and services in the global gaming and interactive entertainment industries, has posted revenues of $288.7million for the three months until March 31st; an increase of 6% from the same period last year.

Adjusted earnings before interest, taxes, depreciation and amortization (EBITDA) rose steeply, climbing by 8.7% to $123.4million in the quarter. Adjusted net earnings jumped by 26% to $84.97million.

Taking the period’s currency fluctuations into account, the quarter’s total revenues and real-money online revenues would have increased by 13.9% and 14% respectively.

Real-money online poker and online casino and sportsbook combined represented approximately 75% and 21% of total revenues for the quarter.

Rafi Ashkenazi, CEO of Amaya’s Rational Group, said: “During the first quarter, we continued to execute on our growth plans despite unexpected challenges, including management changes and the ongoing strategic alternatives process.

“We attracted new customers to PokerStars, continued to introduce changes to improve the overall poker experience, expanded our online casino offering and continued to invest in our emerging online sportsbook.”

During the quarter, customer registrations increased by 2.5million, rising to approximately 102million by the end of Q1.

In April, Amaya’s growth trend continued with unaudited consolidated revenues of approximately £96million, up 11% year on year.

If you are interested in purchasing tickets to SiGMA16, Malta’s biggest upcoming gaming event this November, click here to register:
The early bird offer is available until the end of May.

Betsson Announces New London Technology Centre

Betsson AB, a European sports betting opetator, has declared the opening of its ‘Applied Digital Technology Centre” in Holborn, London.

The company is set to open its new London office while partnering with collaborative workspace specialist WeWork, in order to focus on improving the firm’s technology development and data capabilities.

According to a corporate statement issued, Betsson AM governance stated that its branch in London would become an integral part of its business, aiming to create further ‘direct synergies’ with its corresponding teams.

Betsson added that “The London hub further signifies our collaborative spirit and the embodiment of One Betsson. We have already begun building a team passionate about data and digital, aiming high to deliver world class data-driven solutions to the wider business.”

The opening of the firms London technology hub corresponds with the operator re-launching of its sports betting subsidiary Betsafe for the UK market.

The operator announced last month Rocket, a marketing agency in London, as its media planning and buying lead, while the operator prepares for a seven figure UK marketing campaign for the Betsafe brand.

About Betsson

With roots stretching as far back as 1963, Betsson has grown to become one of the leading operators in the iGaming arena.

With four offices around the world, the company is proud to deliver a range of popular, first-class online gambling products and games which include Sportsbook, Live Casino games, Bingo and Scratchcards.

Managing Business Relationships in an Online World

Ilan Nachmani, VP Sales at Karamba, sheds light on business relationships in the igaming industry.


networking21Business relationships include all connections and communications between a business and internal and external entities. The most obvious relationships a company needs to foster are internally with its employees, and externally with its customers. However, there are many relationships that lead to the ultimate success of a company.

Benefits of building relationships with business partners and affiliates include the transfer of high-quality information, new ideas, complimentary skills and industry knowledge.

More and more companies are seeking to focus on their core strengths and outsource several aspects of their business to external companies. This means that a company needs to remain in contact and build relationships with an ever-increasing number of important entities.

History of Business Relationships

Relationships used to be somewhat geographically limited, but the online world is allowing enterprises the opportunity of doing business in more and more ways.

Business Relationship have evolved dramatically over time. Centuries ago trade was done over great geographical regions. It was a slow process and a single transaction may have taken months or years. It may even have included sending camels on journeys of thousands of kilometres carrying gold.

More recently in the 1980s and 1990s, the saturation of the personal computer in the workplace led to the development of database marketing. Companies were now able to collect vast amounts of information about their clients, competitors and business partners. Initially this created a win-lose paradigm. The more information a company had, the more power they had.

In the last decade, however, information has become so readily available that the power has shifted. The only way a company can succeed in the current climate is to offer something in return. The focus has moved from transaction to interaction.

Business Relationships Online

The business world is changing dramatically, new skills are needed to deal with the growing use of the Internet and social media. One of the most important skills is being able to transfer the ability to build relationships in the real world to the online world.

There are now a reported 1.5 billion social media users globally, making the line between personal and professional relationships more blurred. As a result, each member of an organisation becomes a representative of the brand.

All successful relationships are based on trust, co-operation, friendship and two-way communication. It is essential that communication online is not only one-way. Corporations need to create a two-way dialogue.

Relationships and online gaming

In the context of online gaming, there are many ways that igaming companies can build relationships with their business partners. One of the most important relationships for online gaming is the relationship with affiliates.

Without the ability to form this relationship with your affiliates, one cannot succeed in this line of business.  It is no longer as simple as merely buying media or keywords. Success is reliant on personal relationships.

A good way to create this sort of relationship is to stick with your affiliates. For example, one of your affiliates might consistently rank on the first page of a Google search. However, Google modifies their algorithms on a regular basis. A new algorithm can change Google rankings. After a change this top ranking affiliate might drop down to a third page ranking. If you stick with your affiliates during their hard times they will remember when they climb back up to the on top.  This is a true win-win relationship.

Even with the best use of social media and other online tools it is essential that online gaming companies get ‘facetime’ at least a few times a year with their most important affiliates.

An excellent networking opportunity for affiliates and igaming companies alike are the different affiliate conferences held throughout the year. The three biggest conferences are all organised by iGB Affiliates. They are the London Affiliate Conference (LAC), the Berlin Affiliate Conference (BAC) and the Amsterdam Affiliate Conference (AAC). The atmosphere of all events is energetic and open, making it easy to build relationships amongst the more than 4,000 delegates. In typical online gaming style, there are also a number of post exhibition parties to allow for even more relationship building.

To build a truly sustainable business relationship, it is often essential to get even more facetime than that offered by the iGB affiliate events. For one thing the more than 4000 affiliates can lead to information overload. So it is important to follow-up on any leads that may have been picked up at the conference.

If geographical distances are an obstacle, another important tool at the disposal of any company is video conferencing.

Tips for Building Relationships in an Online World

In the absence of physical space there are certain ways to still communicate approachability, warmth and professionalism.

  • Get to know your prospective business partner: With access to information being more readily available, clever organisations are getting to know all of their stakeholders better. To stand out from the crowd it really helps to add a personal touch. For example, make a note of local holidays, names of family members and favourite sports teams. If it comes up naturally in a conversation at a later date, it will show you listened.
  • Make sure social media communication is two-way: don’t rely too heavily on your own status updates. Take a genuine interest in your partners’ status updates; re-tweet their content and if relevant, endorse them on LinkedIn.
  • Create a win-win relationship: If you really want to get someone’s attention, have something to offer them first. Truly profitable business relationships are reciprocal.
  • Use all communication channels: Relationships are built over time. Don’t rely too heavily on social media. Well timed communication can be more personal and effective. One caveat though: any phone call, email or personal meeting must offer something relevant to both parties. Wasting someone’s time will have the opposite effect on a business relationship and will most likely push them in another direction.
  • Focus your energy: It can be much more beneficial and efficient to build relationships with valuable partners. Do your research. And remember 80% of your business will most likely come from 20% of your partners. Make sure that they receive the relevant encouragement.

Spigo ready to pounce on increasing casual gaming opportunities

Over the last few years, players of so called freemium games have been on the rise. According to Bloomberg, the insanely popular Candy Crush Saga netted a whopping $682 million last year alone.

For Malta-based casino games developer Spigo, this is proof that casual gamers, who are willing to spend money on in-app purchases for mobile games, “have the ability to stake that money and make returns on it.”

In comments made to, Spigo CEO Kasper Kau said, “It’s been widely mentioned in the media for a while now, but the move from casinos in Las Vegas to provide more skill-based, monetized casual games instead of traditional slots products in a bid to entice more younger players is indicative of the future for the casino environment.”

In a market already filled with so many gaming products, what does it take for one to actually appeal to a younger audience?

“There has to be flexibility and modernization that move away from a more basic format to appeal to a generation of potential players that have been raised with enjoyable gaming products,” Kau said. “Full compatibility with smart devices is paramount as the market becomes more congested, so companies have to be able to offer their games across all platforms to make sure no players are left out, or risk losing their attention to elsewhere.”

Spigo develops casual games that are “unique” to the casino environment, such as Ludo, Solitaire, Backgammon and Yatzy. What makes the company stand out, according to Kau, is that it offers a fresh take on games to attract both old and new players.

“The games that feature in our catalogue…we have reinvented them to work for an online casino, giving a fresh new option to operators looking for innovative new ways to gain and retain players. Go to any casino site today, and you will find each casino using the same games to entice the same customers as all of their competitors. We offer a new player segment for the casinos, where they can reach casual games less inclined to play ‘harder’ games but still wanting to wager their money.

“With more countries being regulated, both developers and operators have to be aware of these changes, however small, and adapt to ensure the output remains compliant. Staying ahead of the curve with technological advancements is vital, as we can see in the industry with the rise of mobile gaming—some developers are even utilizing smart watches as a new method to engage players,” Kau said. “Keeping a brand fresh and exciting is another challenge. The more competition, the greater the need to diversify and find the niche that will work in the favor of either the developer or the operator.”

Online gaming in Spain grows significantly, DGOJ reports

Sigma2015-105Spanish gambling regulatory body Dirección General de Ordenación del Juego (DGOJ) has announced, that gross revenue results from online gambling went up by 26% in 2015, comparing to the full 2014.

To see the bigger picture, it’s enough to mention the results from the 4th quarter of 2015 – gross gaming revenue went up by 40%, represented as follows: €53.5 m (sportsbook), €22.6 m (casino), €14.5 m (poker), and €2.1 m (bingo),  €94.7 m in total.

The overall 2015 figures indicated by DGOJ show gross gaming revenue of €319.6 m. The turnover grew from €6.7 billion to more than €8 billion, which accounts for 28% year-on-year increase.

The segment that truly stood out in the Spanish online industry was sports betting. The revenue grew by 40%, ending up with €179 m total volume.

Also online slots turned out to be successful after the lunch circa Q2 and Q3, going up by 80% (€67.5 m).

Two of the segments shrunk – poker went down to  €59.8 m and bingo shrunk to €7.8 m in 2015.

The continued success of the online slot launch in Spain circa Q2 & Q3 continued to ripen with revenue for casino games up 80% to €67.5 m. Poker shrunk to €59.8 m, and bingo also fell to €7.8 m.


Itai Zak

Itai Zak is a visionary iGaming executive with vast experience in providing commercial, operational and technical leadership for innovative B2C and B2B gaming organizations. He’s the CEO of a fast growing Bucharest-based operator GoWild Gaming.

Prior to his current role at GoWild, Itai served as the CEO of SBTech. He was in charge of driving the company’s strategy and vision through the operational and commercial management of over 300 employees in the SBTech group.

Itai Zak is experienced in a broad array of leadership and management issues needed to turnaround or rapidly grow a business, including strategy, new product development, technology, international expansion, personnel acquisition and development, sales and business development and M&A.

Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.

Are you an operator looking for top affiliates? Are you a top affiliate looking for a nice treat with like-minded affiliates playing at the same level?

Gambling business & development in Kazakhstan

Gaming zones in Kazakhstan is one of the most successful examples of the gambling market localization in the CIS countries. Today, there are more than four dozen gambling halls, operating casinos and many betting shops. However, investments into the gaming industry are smooth and growing due to low prices on licenses and a steady stream of players.

Therefore, to promote the further development of the industry and to conduct a full discussion of the peculiarities of the gambling industry, we will hold the first Gaming Congress Kazakhstan on August 20, 2015, Almaty. It is worth noting that today this is the only place, bringing together representatives of the gambling business in the country,

The event will bring together:22 (1) (1)

  • Administrators, managers and top management of casinos;
  • Owners of hotel and tourism business;
  • Owners and developers of online platforms;
  • Large developers who specialize in this field;
  • Manufacturers and suppliers of gaming equipment;
  • Betting companies;


In order to set the pace and develop a constructive dialogue between the participants of the Congress, we will organize a conference within the event where experts and entrepreneurs directly involved in the gambling field of both Kazakhstan and the near abroad will make their reports.

What will be discussed at the congress?

  • Mechanism and specificity of online gambling;
  • Legislative regulation and taxation of gambling business in Kazakhstan;
  • How to attract players to casinos: shows and entertainment programs as a lever for influencing;
  • Success stories and tricks of creating a successful casino from owners of the largest casinos in Kazakhstan;
  • Analysis of gambling zones in Kazakhstan: how to choose the most profitable area;
  • Modernization methods of lotteries to increase their popularity;
  • Approaches to attract investors to casinos.

Moreover, Gaming Congress will involve a demo area where guests will be able to see the latest technologies in the gambling industry, as well as to find reliable suppliers, contractors and partners.

Welcome to Gaming Congress in Kazakhstan!

Justin Franssen

Justin Franssen and his highly specialised gaming team joined Kalff Katz & Franssen attorneys at law early 2013. He worked as legal counsel in Amsterdam and New York for a leading gaming company, before he was admitted to the Bar.

He later founded the KPMG European Gaming and Entertainment Services Group and co-founded, the key European portal on gaming law and regulation. Justin Franssen founded the Gaming, Sports & Entertainment practice group at VMW Taxand which he headed for 11 years. He is the Dutch member of the International Masters of Gaming Law and is an Officer of this organisation.

He is also a member of the International Association of Gaming Advisors and sits on the editorial board of World Online Gambling Law Report and Gaming Law Review & Economics. He also sits on the Advisory Board of the Las Vegas University Gaming Law Journal and the International Research Institute of Gambling and Gaming in Bonn, Germany. He frequently speaks at the key international gaming conferences and writes extensively on the subject matter.

Justin Franssen received six consecutive band 1 rankings in Chambers Global Guide and positions him amongst the top 20 gaming industry lawyers in the world.

Franssen spoke at 70+ gaming industry events in the last 15 years, including ICE, the IMGL, GIGSE, Legal Gaming in Europe, Gaming in Holland, EIG, Power50, Gaming Executive Summit and several others.

Patrick O’Brien: the role of bitcoin in online gaming

Gambling is a lucrative business, and online gaming represents a major and rising segment of that business – about 10% presently. H2 Gambling Capital, a firm that monitors the online gaming industry, estimated its global market value to be about $30 billion in 2012. In addition, the company projects the industry to realize a 9.13% compound annual growth rate all the way to 2015.

Therefore, the growing popularity of online gaming has necessitated the industry to reach further for more convenient and better payment systems. One such scheme that makes it easier for individuals to make more bets is the introduction of various crypto-currencies, of which Bitcoin has emerged as the favorite. Although this type of payment is faced with some hurdles, it has shown no signs of backing down from its revolutionary mission to enhance how things are done in the online casinos and gambling rooms.

Every country worldwide can be reached via the Bitcoin payment network and no other payment system can confidently boast of that. Coinometrics and others have approximated that about 40 per cent of Bitcoin network transaction volume is associated to payments for web-based gambling. Currently, more than 150 online casinos and gambling sites accept only Bitcoin as their preferred method of payment. Some of the leading Bitcoin gaming sites include Satoshi Dice, bitZino, and Seals with Clubs. And, the use of Bitcoin for online gambling is continuing to grow rapidly.


Patrick O'Brien, Director of Communications, EXANTE

Patrick O’Brien, Director of Communications, EXANTE

Placing bets on Bitcoin

There is increased interest in the use of Bitcoin in the iGaming industry because of its many advantages. Even though Bitcoin gambling currently represents a small percentage of the revenues from the iGaming industry, the stakeholders are burning their fingers to see that its use becomes more prevalent because of its many benefits.

The online gambling industry faces the following key challenges.

  • Inability to effect real-time payments in both directions
  • How to establish a payment system that is borderless
  • How to incur minimal fees for transactions
  • Difficulty in keeping client privacy beyond the gambling environment

Bitcoin, created in 2009, is a decentralized digital payment method employing peer-to-peer networking to allow irreversible transactions without involving any middle men. Bitcoin was developed as a reaction to centralized monetary authority, dwindling financial privacy, as well as paramount legacy infrastructure.  So, could it be the best bet for the iGaming industry?



Here are some key benefits that Bitcoin brings to the online gaming world.

  1. Very low fees

Bitcoin is regarded as a co-efficient type of crypto-currency. The major benefit arises from the cheap cost of effecting a Bitcoin transaction. Because it is relatively inexpensive to carry out a single transaction, an increased number of sports betting companies, online casinos, online poker rooms, online bingo sites, and others are placing their bets on Bitcoin as the preferred payment option. Bitcoin’s reasonable transaction prices also enable the industry players to offer low commissions and therefore attract more gamblers.

  1. Freedom in payment

Bitcoin is a revolutionary payment system that allows gamblers to make transactions without worrying about geographical constraints. With Bitcoin, online poker gamers can play anywhere in the world, at any time. Online casinos and gambling rooms do not need to worry about rescheduling for bank holidays or other limitations that may hamper convenient transactions.

Bitcoin enables people in countries not reached by the common payment methods such as Visa, MasterCard, and PayPal to engage in online gaming freely and safely. So, it is able to provide payment solutions to some places in the globe without banks or controlled by the traditional payment networks. Consequently, Bitcoin is proving to have the ability to open up the world’s extensive unregulated gambling markets.

  1. Quick payment

Contrary to the traditional payment methods that normally take hours or days for a transaction to be effected, Bitcoin transactions, however, are normally far faster. With Bitcoin, payments can be instantaneous making it possible for real-time gambling transactions to be made in both directions.

  1. Irreversible transactions

When customers make payments using credit cards or even bank payments, the sender normally can reverse or “chargeback” the payment. Therefore, this increases chances of fraud that can deteriorate the developments of the iGaming industry. Bitcoin is the only means of payment that the sender cannot be able to reverse the payments made.

  1. Discreet

One of the reasons why Bitcoin is increasingly getting the attention of the online gambling world is because its purchases are discrete. If a user does not want his or her personal information to be known, it will never be disclosed. More so, the purchases cannot be traced back to him or her. Furthermore, no third-party is able to interrupt Bitcoin transactions or enact freezes on Bitcoin accounts.

As much as the personal information is kept anonymous, all finalized transactions are available for everyone to see. Thus, this encourages information transparency. The public address of the sender will be visible without revealing his or her personal details. Additionally, anyone can verify transactions in the Bitcoin block chain to ascertain their authenticity. Since Bitcoin is built on a network that is cryptographically secure, any individual, entity, or government cannot manipulate its protocol.

Challenges facing Bitcoin

Although Bitcoin has been singled out as the innovation that will spread the wings of online gambling, a number of challenges still stand in the way of its complete adoption by the industry, and one would understand why. Here is a description of the key ones.

  1. Regulation

As the digital currency has started to penetrate into the mainstream and get exposure, several gaming companies have come under increased scrutiny from the cautious regulators. Regulation is good because it assists in taming some unfair practices in the market. Therefore, there needs to be a resolution of the issues that the regulators deem as risky for Bitcoin.

The regulatory framework in most countries imposes some expectations on the online gaming companies. Notably, a significant portion of the regulation raises issues with one of the most attractive benefits that Bitcoin offers to the online gaming world: anonymity.

Nonetheless, to find a solution to this issue, regulators can work hand in hand with firms that require individuals to disclose their identity before engaging in Bitcoin transactions. An example of such a firm is GoCoin, which mandates individuals to give out their identity when registering an account with them. Therefore, the risk of anonymity will be resolved if the iGaming industry accept crypto-currency payments only from players that have been identified using such platforms as provided by GoCoin.

Bitcoin regulation in the world varies substantially from country to country. Further, it is still undefined or changing in most of the countries. Whereas some countries have clearly authorized its use, others have completely outlawed or strictly forbidden it. In a majority of the developed countries, crypto-currencies are regulated under the money laundering/terrorist financing laws. Presently, Bitcoin has been publicly banned or severely restricted in only three nations: Bolivia, Ecuador, and Russia.

In spite of the regulatory policies, online gaming companies are doing their best to conform to the gambling laws and

Payments with Bitcoin

Payments with Bitcoin

make Bitcoin a preferred method of payment. A notable example is Vera&John, an online casino firm based in Malta, which caused a stir in the gaming industry by becoming the first licensed casino to accept Bitcoin in early 2014. However, things took a drastic turn after some few months when the firm announced that it will no longer be accepting Bitcoin payments. Vera&John were asked to suspend accepting the digital currency by its regulator, the Malta Gaming Authority, or risk having their license being revoked.

For the growth of Bitcoin in the gambling industry to continue, the stern watchful eyes of the several jurisdictions should not be a stumbling block. Therefore, for online gaming firms to thrive, they must be ready to endure and even compromise in some instances so that they establish lasting and profitable businesses. For example, they should be ready to adopt such platforms as provided by GoCoin to reduce the risk of anonymity in the industry.

The increasing popularity of Bitcoin as a preferred payment system seems, to date, unstoppable. Bitcoin and other crypto-currencies are likely here to stay. Just like electricity, this innovation cannot be un-invented. This calls for the online gaming world to rise above the occasion and sail the growth of the industry while soberly seeking for solutions for the issues raised by the regulators.

  1. Price volatility

The price of Bitcoin constantly fluctuates because there is a limited number of coins in circulation and the demand for them increases every day. As of March 20th 2015, one Bitcoin was valued at $263.20. It was valued at $312.44 on January 1st 2015. This constant fluctuation of the value of this novice “digital dollar” makes sense since people are still experimenting with it to understand how best it works. It is because of the volatility of Bitcoin that the regulators in the industry perceive it to be risky for investments. However, as more people and businesses start appreciating the benefits of Bitcoin, its price will eventually settle down.

  • Security issues

Another issue that thwarts the growth of Bitcoin in the iGaming industry is due to fears of security. However, it is very difficult for Bitcoin theft to take place, particularly if the digital coins are kept in a secured online wallet. In early 2012,, an online poker site, was hacked leading to the loss of 2,900 Bitcoins from player balances. Since then, no hacker has been successful in stealing such a large number of Bitcoins from gaming platforms. Therefore, this shows that the iGaming industry has improved in terms of making its architecture secure for the participants.

The future with Bitcoin

Bitcoin will likely play a bigger role in the future of the online gambling industry. Bitcoin and other crypto-currencies continue to exert a firm foothold and will continue to shape its future. As more and more people begin to understand the concept of crypto-currencies, they will want to own their own digital coins that allow them to make fast and convenient payments while ensuring their purchases are secure.

As the popularity of Bitcoin increases around the world, individuals will get ways of making use of it just like fiat currencies. And, iGaming could just be another aspect this virtual currency is employing to legalize itself as a real unit of value. However, this amazing growth of Bitcoin is being incapacitated by some hurdles, which can be amicably solved so that people can continue to benefit from this innovation. Particularly, the issues raised by the regulators ought to be scrutinized carefully and major solutions developed. So, more dialogue between the various stakeholders, operators, suppliers, regulators, and the gamblers themselves is needed so that the bright future of the iGaming industry could be realized faster – with Bitcoin, of course.

Content marketing & igaming – fad or future?

The term ‘Content Marketing’ is being used everywhere at the moment. And that’s not just a perception. Take a look at the Google Trends analysing the growth of the use of the phrase ‘content marketing’ in search queries. You’d be forgiven for brushing it off as the latest buzzword to grace the marketing and digital industries.

But content marketing is getting serious. Investment is growing among big companies globally as well as smaller businesses. More importantly, it’s yielding results in sectors, including gaming.

Stacey MacNaught

Stacey MacNaught


Content Marketing Defined

There’s a host of definitions out there, with the most commonly cited being Content Marketing: But ultimately, I’d take a simpler approach to defining it.

To me and to my team involved in content marketing projects at Tecmark, content marketing is just the use of content to achieve or contribute to certain marketing goals. These goals vary from client to client and campaign to campaign. In some instances, content is designed to drive a new audience all on its own. In some cases, it’s designed to educate and improve the conversion rate of an existing audience. And increasingly commonly, content marketing campaigns we’re involved with have objectives related to the acquisition of organic links to benefit SEO campaigns.

Content Marketing is NOT New

Although the term “content marketing” has only recently become embedded into the vocabulary of the masses, the act of marketing through content is by no means new:

• Let’s go back 114 years to 1900. In that year, Michelin launched its ‘Michelin Guides’. Through the production of content advising drivers on maintaining their cars, they reached and engaged their audience

• In 1904, Jell-o distributed a free recipe book that they attributed $1 million in sales to over the following 2 years. Brands have been engaging audiences and winning customers through content for over a century.

But what has changed is the fact that we can now reach an audience through more media than ever before; mobile devices, tablets, computers, TVs, social media. We have more opportunities to find our audience than we’ve ever had before. And that is huge for the gaming industry too.

Content Marketing in the Gaming Industry

My background is in SEO and, as I’ve mentioned, much of the content marketing work I carry out has SEO related objectives. The gaming industry was hit hard by Google updates that penalised some of the poor quality link building methods that were used to inflate search engine visibility.

A huge number of operators and affiliates alike have fallen foul of Google for poor practices (though, of course, there are plenty of examples of such practices still proving effective). Building links without putting your site at risk of Google’s judgement means getting more creative. And Paddy Power represents a superb example.

Through the use of effective content, Paddy Power is consistently:

• Building new links to its website thus bolstering and building its already phenomenal level of visibility from a SEO perspective

• Getting people talking about its brand online (often in a positive context, sometimes not so much!)

• Building a wider social audience it can then market its promotions to whom. The clever approach to content taken by Paddy Power is to cite powerful emotional responses (hilarity or, for the more easily offended, absolute fury).

But ultimately, their content gets people talking. And talking online often means linking. Then their content has such a reputation in its own right that they build more links and traffic by people talking about just how good their content marketing is! And while they’ve proven they’re not afraid to throw big budgets at content led campaigns (like taking out billboards in prominent London locations just to annoy an Olympics Committee) not all of their projects are big budget. They’ve got the balance right. More to the point, their efforts are a big contributing factor, hence they appear right up there in Google (organically) for prominent search terms like “online betting,” and “sports betting,” amongst a long list of others.

Can Anyone Else Compete?

This is gaming. By its very nature, it’s supposed to be fun. So I, for one, don’t subscribe to the notion that this is a difficult marketplace to carry out content marketing in. It takes: Commitment; Creativity; and an approach that centres around the ability to measure impact.

So yes, I believe there’s space for us to see someone achieve the same level of success in content marketing as Paddy Power have. Whether that’s your company or not, well, that’s up to you. But like it or lump it, content marketing is winning the Internet.