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We have analyzed the iGaming marketing trends for 2025 based on the latest report from SOFTSWISS.
Having a clear idea of the tools and approaches that will work in the near future, we decided to highlight a few key points.
The most popular channels in 2024:
An interesting detail: the popularity of PPC as a marketing tool has increased by 10.6% compared to 2023, while other channels have lost their positions.
Collaborations with influencers and affiliate marketing remain favorites in strategies, as these approaches provide high-quality traffic, improve communication with the audience, and build long-term loyalty.
According to the SOFTSWISS report, micro-influencers are becoming increasingly popular, especially in local markets. Their audiences are smaller, but their engagement and trust are much higher.
An example is the Spanish operator Codere, which has significantly strengthened its position in the Mexican market thanks to cooperation with sports micro-influencers. The brand managed to reach a wider audience and create close contact with local players.
The recommendations of micro-influencers are perceived as more sincere than those of popular stars, so the trust in them is high.
Demand for PPC continues to grow due to its versatility and speed in driving traffic. This tool is becoming especially important for iGaming operators in highly competitive regions such as Europe or the United States.
At the same time, the success of PPC campaigns directly depends on high-quality setup and a sufficient budget.
The share of SEO has decreased to 10%, likely due to difficulties in adapting to the constant changes in search engine algorithms, high competition for keywords, and rising optimization costs.
However, this channel is still effective for attracting an audience in new or less competitive markets. Strategically minded companies continue to invest in SEO to increase brand visibility.
The successful brands of 2025 will be those that invest equally in developing their own name and operational processes. Leaders will be those who invest in brand and advertising in a balanced way.