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The untapped potential of SEO in iGaming

Published

1 year ago

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Reading Time: 4 minutes

 

With Filip Podborschi, SEO Strategist at The Unit

From our experience in SEO in igaming, there are a number of areas where we see room for improvement and common mistakes which can be rectified. Let’s take a look at these facets of SEO one by one, with our best tips for how to make sure you can maximise your search ranking and drive more volume to your website.

Keyword strategy

The first thing operators should do in this area is identify the best performing keywords that result in higher search volumes on each post. It’s pages that rank rather than websites, so you need a different search intent on each page, and that increases the list of keywords you’re ranking for.

The way to do this is by checking the search volume, and then implementing the keywords according to SEO best practices, which means having primary and secondary keywords and adjusting repetition accordingly.

The common mistake we see here is that companies don’t go into enough depth when conducting competitive analysis; especially when they’re new to the industry. Identifying what exactly your competitors are doing regarding SEO is harder than it looks, and it’s an area where marketing agencies tend to be quite lazy. They may use some tools which will show the standout competitors by algorithm, but they won’t crawl for long enough to ascertain what services they offer and provide a comparison with their client’s service. You need to find out which sites could be ranking better than you, and why.

We also see issues with the ranking of sites based on the user’s location. For example, you may have a website that ranks well in Canada, and when I as a user based in Romania search for that category, I’m not going to get the same list of results as a user who is based in Canada. The best thing to do is use a VPN to gauge how your websites are ranking and performing with your specific audience in your domestic geographical area.

SEO tags optimisation

With SEO tags, which are essentially the page title and description you see on the search engine results page, the page title has the highest ranking power. Google will first check the page title to get an idea of what the page is about and what searches it is relevant for. It will then check the H1 and the content, and it may look through the H2 as well.

A common issue here is some websites have templated SEO tags, especially for the inner pages, so it’s more of a formula within the code to generate a random structure. It is very obvious they are templated and that the operator doesn’t really care about the length.

The key thing with tags is to make sure your pages have titles that don’t exceed the ideal length. This is a big mistake if you get this wrong, and it is very important to optimise your titles. SEO tags can be optimised around keywords. Once doing so, it is very important to prioritise your main pages. If you have 10 pages as part of the main menu, then you should optimise those, before optimising the inner pages.

Identifying duplicate pages is also important, as well as making sure meta inscriptions include CTAs; those inscriptions don’t impact rankings directly, but they do impact the CTR. You have to do that without being too spammy though, so it’s advisable to avoid words like ‘sale’ or calls to “CLICK HERE NOW”.

Headings

Keywords must be implemented in headings; especially in H1s and H2s. Make sure not to overuse H2s and keep them optimised for content value.

If we structure the ranking power of the elements that are bringing results, we would optimise with the page title first, H1 second, content third and H2s fourth. It is better to have five H2s with three of them being optimised around the same search intent that is highlighted in H1, than it is to have 3/10 optimised around keywords. Too many H2s will just confuse Google about your search intent. You can have similar search intent as with H1s, and also have H3s and H4s to highlight value to the reader.

Interlinking strategy

Interlinking between pages is often missing. I’m not talking about interlinking from the main menu, as every page has the ability for you to go back, but I’m talking about interlinking within content, which Google considers to be much more important, because it cares about the relevancy. Google will consider pages with high-quality content as a higher authority page.

Our advice would be to implement anchor links on both branded and non-branded keywords. You should make sure there is an anchor link to the parent page. For example, domain.com/blog is a parent for domain.com/blog/igaming-seo.

It’s very important to have child pages linking to the parent page, passing authority to the parent page. Having that interlinked structure will pass more authority to that parent page.

To explain that in a little more detail, let’s say you have a sportsbook page with 10 more child pages that reflect a particular set of sports. Having each of those 10 pages optimised so they have some authority and linking them to the parent page would pass authority to that parent page. Parent pages usually have a keyword with higher search volume, and passing as much authority as you can to the child page is very important. Too often websites lack content on child pages.

The future of SEO and experience needed

Going forward, we see AI as one of the most significant developments in SEO. At this point, we are not able to rank user engagement in AI, and it is important to keep yourself updated with how Google is reacting to this.

Google in time may provide additional options if you want to be eligible for a particular set of results in that environment. Keep an eye on what features it will offer and the types of websites. Google may consider implementing specific types of results for betting, such as displaying odds or a comparison of odds from three or four sites at the same time.

With all these issues, it is vital to have the relevant experience on board, particularly when it comes to the skill of conducting very in-depth competitor analysis, and this is something The Unit can provide. Conducting competitor analysis is something we have done across several industries, and not just in igaming. The main strength you can have with SEO is to know your competitors inside out, and those skills can be adjusted based on your needs.

The post The untapped potential of SEO in iGaming appeared first on European Gaming Industry News.

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Gambling in the USA

Gaming Americas Weekly Roundup – June 9-15

Published

6 hours ago

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June 17, 2025

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Reading Time: 2 minutes

Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.

Latest News

BMM Innovation Group, a technology conglomerate focused on gaming product compliance testing, cybersecurity solutions and virtual training for the global gaming industry, announced that it is exhibiting at the Perú Gaming Show 2025, June 18–19 at the Centro de Exposiciones Jockey in Lima, Perú. BMM’s local experts will be available at Booth No. 31–32 to discuss the Company’s full suite of testing, certification, cybersecurity and virtual training services for Perú’s growing gaming industry. With a well-established land-based sector and a rapidly expanding online gaming market, Perú represents one of the most dynamic jurisdictions in Latin America. BMM has supported the Peruvian gaming industry for more than 18 years, with a dedicated office in Lima since 2007. The Company’s deep roots and compliance expertise make it uniquely positioned to serve the diverse needs of Perú’s casinos, sports betting operators, lottery providers and online gaming programmes.

Amusnet is set to make a powerful impression at the Peru Gaming Show 2025, taking place on June 18-19 in Lima, by presenting a comprehensive portfolio across its Online Casino, Live Casino, and Land-based verticals. As one of the most prominent and influential gaming exhibitions in Latin America, PGS brings together the industry’s leading providers, manufacturers and decision-makers for two days of impactful business exchange. Amusnet is also sponsoring the LMG Futbol Experience on June 17, held just before the exhibition, showcasing involvement in local events and its engagement in supporting industry-wide collaboration.

International Game Technology PLC announced that its spectacular RISE55 cabinet is now live on casino floors across the US. With robust, performance-focused content roadmaps for the premium-leased and for-sale game segments, IGT’s RISE55 cabinet debuted with the highly entertaining Magic Treasures Gold game. The RISE55 cabinet features a 55-inch ultra-HD curved display that delivers crisp graphics, enhanced audio technology and remarkable player comfort. The RISE55 cabinet first hit casino floors in late May, with additional deployments planned through the summer. As the hardware’s Class III premium launch title, Magic Treasures Gold is a visually stunning multi-level progressive game with features that build upon the success of IGT’s award-winning Magic Treasures game, including a leveled-up version of the Money Ball feature.

Partnerships

Hard Rock Cafe, in partnership with international soccer icon Lionel Messi, launched new merchandise coinciding with one of the year’s most anticipated global soccer tournaments. The collection debuts as part of Hard Rock’s “WE PLAY TOGETHER” campaign, which unites soccer fans to celebrate the sport. The campaign will feature special experiences and exclusive offers, such as bundle deals combining themed Messi menu and retail items, for guests to watch each match and show support for their favourite teams. Lionel Messi announced the collection via an Instagram post, where he donned one of the custom tees now available for purchase.

PrizePicks, the largest daily fantasy sports operator in North America, announced that it has partnered with the Los Angeles Dodgers as the team’s Official DFS Partner. The partnership features several digital and in-stadium activations at Dodger Stadium as PrizePicks continues to strengthen its brand presence in baseball.

The post Gaming Americas Weekly Roundup – June 9-15 appeared first on European Gaming Industry News.

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Affiliate Industry

Meet MegaList: The Rising Force in iGaming Affiliation

Published

1 day ago

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June 16, 2025

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Reading Time: 3 minutes

There are affiliate networks, and then there’s MegaList – a performance-first, hype-last kind of operation built for casino and sportsbook brands that prefer results over buzzwords.

In an industry that sometimes feels like it’s powered by vague metrics and recycled content, MegaList steps in as the “Mega Map” – a practical, data-driven network guiding both players and operators to higher ground. Less “look at our reach,” more “here’s your conversion rate.”

So no, this isn’t just another logo-stamped brand promising traffic and delivering bounce rates. This is a carefully engineered affiliate engine built on smart SEO, qualified leads, and just enough caffeine-fueled obsession with results to make even the most skeptical operators pay attention.

The iGaming Affiliate World: Why It (Still) Matters

Let’s be honest – the affiliate space in iGaming has had its fair share of bad actors and empty promises. But when done right, affiliate marketing is still one of the most effective and efficient ways to connect licensed operators with the right players.

Players want fewer popups, more clarity. Operators want actual ROI, not vague impressions.
 Enter: the data-driven affiliate network.

It’s simple:

  • Informed players make better choices.
  • Strategic affiliates deliver better traffic.
  • Everyone wins. Except, of course, the shady operators who preferred it the other way.

Meet the MegaList Brands

These aren’t vanity microsites. Each MegaList brand has a specific mission, actual humans behind the content, and a reputation for, well… telling it like it is.

MegaCasinoList


Let’s face it – players don’t need another affiliate promising “top 10 casinos” based on whatever ad paid the most. They need honest, transparent, expert-backed reviews.

That’s where MegaCasinoList comes in – a platform that filters out the noise and delivers legit info on licensed casinos, security, fairness, and gameplay. Slots? Live dealer games? Payout speed? Yep, it’s all in there, and it’s all vetted.

They work with reliable operators only, because – and here’s a crazy idea – not every shiny site deserves your deposit.

MegaTipsList

If you like sports predictions that read like a 20-page legal document, you’re in the wrong place.

MegaTipsList is built for bettors who want real insights, fast reads, accurate tips, and actual value. It delivers predictions, sports news, and timely promotions – minus the fluff and with none of that “win guaranteed” nonsense.

Designed for bettors who like to stay informed without needing a PhD to understand the odds.

MegaBetList

For the practical bettor who just wants the facts: which sites are legit, which ones pay fast, and what to expect before placing your first wager.

MegaBetList reviews betting platforms with a clear, no-nonsense voice. It’s not trying to dazzle; it’s trying to help people bet smarter – and it’s doing a pretty solid job of it.

From licensing to promotions to usability, everything is covered – and everything is filtered through what actually matters to sports fans.

Why This All Matters (And Why It’s Working)

The iGaming world doesn’t need more noise. It needs better filters, smarter partners, and affiliates that actually care whether the traffic leads somewhere useful.

That’s where MegaList comes in – not to impress with buzzwords, but to perform, to scale, and to make sure both operators and players are on the same page for once.

And if we may drop in a little vision while we’re at it:

“At MegaList, we believe informed players and strategic operators shape a stronger, smarter iGaming industry.”

For once, a statement that isn’t just inspirational filler.

So the next time someone pitches you an affiliate network, ask one thing: “Do they have a plan, or just a landing page?”

 MegaList has both, and a track record to prove it.

Explore MegaList’s network:
 🔗 MegaAffiliatesList.com

The post Meet MegaList: The Rising Force in iGaming Affiliation appeared first on European Gaming Industry News.

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Gambling in the USA

Gaming Americas Weekly Roundup – June 2-8

Published

1 week ago

on

June 10, 2025

By

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Reading Time: 2 minutes

Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.

Latest News

Merkur Gaming is going to participate in this year’s Peru Gaming Show, taking place from June 18 to 19 at the Centro de Convenciones Jockey Plaza in Lima. Representatives from the company’s German headquarters and its local subsidiary, Merkur Gaming Peru, will be on site to present the latest product innovations and engage with customers and visitors alike. The main attraction at the Merkur Gaming stand will be the linked progressive jackpot system Clash Link. This system stands out for its wealth of unique jackpot mechanics, which keep the excitement level consistently high.

PENN Entertainment has launched a new PGA TOUR-branded Blackjack game in New Jersey and Ontario. PGA TOUR Blackjack, now available via online Hollywood Casino in New Jersey and theScore Casino in Ontario, is the first iCasino game featuring PGA TOUR branding across any platform. PGA TOUR Blackjack, created by PENN’s in-house game development studio, PENN Game Studios, offers classic blackjack gameplay, plus poker and pairs side bets. The golf-themed table features official PGA TOUR logos, custom playing cards, chips and golf-themed celebrations. The new title is available on the standalone Hollywood Casino and theScore Casino platforms and is also accessible through ESPN BET in New Jersey and theScore BET in Ontario.

International Game Technology PLC announced the launch of IGT PlayDigital’s MEGA VAULT offering – a new innovation on its player engagement solution. Powered by the IGT PlayDigital Engagement Platform, a customisable suite of player engagement tools, MEGA VAULT brings together its industry-renowned engagement tools—Prize Drops, Leaderboards, Marketing Jackpots and more—into a single promotional experience. Designed to maximise excitement, engagement and rewards, MEGA VAULT aims to deliver seamless high-impact campaigns that captivate players and drive long-term retention.

Partnerships

Zitro has installed its revolutionary CONCEPT cabinets at the Casino La Cima in Mérida, Yucatán. The CONCEPT cabinets feature the Magic Lighting system, which syncs lights and sound with gameplay for a fully immersive experience, and the largest Screen Deck button panel on the market, offering unmatched comfort and ease of use for players and operators. This launch is backed by some of Zitro’s most successful titles — Fortune Legacy, Legendary Sword and King Fu Frog — all proven crowd favourites known for their engaging mechanics and strong performance.

Aristocrat Interactive, under NeoGames US, signed a six-year contract with the Michigan Lottery to provide its full solution of iLottery product offerings, reaffirming its leadership in the U.S. iLottery industry. Under the contract, from July 2026, Aristocrat Interactive will provide services to the Michigan Lottery for six years, with six additional one-year extension opportunities. The relationship with the Michigan Lottery began in 2014 with the launch of its iLottery programme using NeoGames’ iLottery platform and games. This new deal will provide the Michigan Lottery with eInstant games, draw-based games and add-on offerings produced by Aristocrat Interactive’s NeoGames Studio, along with continuing to leverage the company’s iLottery technology. Aristocrat Interactive will also provide the Michigan Lottery with a new website and mobile application services with Gambyt – a software company specialising in the lottery, casino and sports betting industries.

The post Gaming Americas Weekly Roundup – June 2-8 appeared first on European Gaming Industry News.

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