iGaming marketing analysis: benchmarks and trends for 2025

Júlia Moura January 30, 2025
iGaming marketing analysis: benchmarks and trends for 2025

The iGaming market continues to evolve rapidly, with marketing operations playing a crucial role in growth and customer retention. Online Gambling Quarterly’s 2024 Marketing Benchmarks Analysis Provides Valuable Insights into Costs, Social Media, SEO, and Affiliate Marketing. This article details the key findings and identifies trends shaping the industry.

iGaming marketing costs – Q3/2024 

Marketing costs in iGaming vary depending on factors such as user acquisition campaigns, retention efforts, and branding strategies. In Q3/2024, the following trends were observed: 

Year-over-Year (YoY) growth of Angler Gaming and Bet-at-home.
  • Year-over-Year (YoY) growth:

– The average growth was +8% compared to the previous year.

– The highest growth was recorded by Angler Gaming, with a +82% increase in spending.

– Conversely, Bet-at-home saw the most significant decline, reducing costs by -43%.

  • Quarter-over-Quarter (QoQ) growth:

– Compared to Q2/2024, marketing costs saw an average decrease of -9%.

– DraftKings experienced the highest growth, with a +58% increase.

– Churchill Downs had the most significant reduction, cutting expenses by -71%.

  • Marketing margin:

– The average marketing margin (as a percentage of net revenue) was 26%.

– Rivalry had the highest margin, reaching 72%.

– Other notable companies included High Roller and Spain (DGOJ), both with 38%.

These figures indicate considerable variations in how different operators invest in customer acquisition and branding. Some prioritise aggressive expansion, while others focus on cost-cutting strategies to maintain profitability.

Social media performance – Q4/2024

Social media remains one of the most crucial tools for engagement and customer acquisition in iGaming. The Q4/2024 benchmarks revealed the following:

  • Twitter/X: 

– The average follower count was 623,626.

– ESPN Bet led the rankings, boasting 5,400,521 followers.

– Paddy Power and Bet365 were the runners-up.

– The highest growth was recorded by Stake, with a +6.7% increase.

  • Instagram: 

– The average follower count was 449,750.

– ESPN Bet also led this platform, with 2,406,678 followers.

– PokerStars and EstrelaBet were the second and third-ranked brands.

– The highest growth was achieved by Blaze, with an impressive +22.5% increase.

Stake’s growth can be attributed to aggressive sponsorship campaigns and influencer engagement, as well as the rising popularity of sports betting driven by global sporting events. Meanwhile, Blaze’s strong performance on Instagram can be explained by its visually appealing marketing campaigns, dynamic content strategies, attractive promotions, and collaborations with high-reach digital influencers.

SEO and affiliate marketing – Q4/2024

Affiliate marketing and SEO remain fundamental to player acquisition. In Q4/2024, the standout performers were:

  • Search engine optimisation (SEO):

– Google remains the dominant platform for search visibility.

– In sports betting, Bwin stood out as the top SEO brand in Western Europe.

– In online casinos, 888casino achieved the best results.

  • Affiliate marketing:

– The top brands on affiliate sites in Western Europe were Bet365 and LeoVegas.

– In vertical rankings, Bet365 dominated in sports betting, while LeoVegas led in online casinos.

The 2024 iGaming marketing benchmarks highlight a dynamic market where well-planned strategies can significantly impact competitiveness. Some of the key trends include:

  1. Increased focus on social media and influencers: Operators are increasingly leveraging digital strategies to engage audiences and attract new players. 
  2. Continued investment in SEO: With intense competition in the sector, maintaining strong SEO practices and content optimisation remains a crucial differentiator. 
  3. Affiliate marketing as a key channel: Operators that establish strategic partnerships with affiliate sites tend to achieve greater reach and higher conversion rates. 
  4. Careful budget management: Companies are reassessing expenditures and seeking greater efficiency to balance player acquisition and retention efforts. 

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