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iGaming Content: Do’s and Don’ts

Of course, technology has a part to play in the sectors growth and its impact can already be seen by how many operators and affiliates there are. Given this competition, it is important to stand out with the right kind of iGaming content that gets the fundamentals right and avoids the mistakes that many other content creators fall into.

Of course, everyone knows that creating content for the purpose of link building is an effective SEO strategy. In fact, it is one of the best, which is why there is already so much iGaming content on the web. However, writing this kind of content is an art form that cannot be overlooked, as it is the key for any SEO strategy to succeed. People can tell the difference between high-quality and low-quality iGaming content, which is why it is so important to get right. In addition, the competition in the sector is ever-increasing, further emphasising the need to produce excellent content that will be useful.


If the goal is to make iGaming content read better and ultimately stand out amongst the sea of content online, then it needs to be wholly useful for those who are reading it. One way this can be done is by making the text as precise as possible. This doesn’t just mean reducing fluff and focusing clearly on the key goal of the content – it applies to language too. Ensuring that all content produced is free of errors such as grammar, punctuation and spelling issues goes a long way in building the credibility of a piece of content. If these errors are present throughout the article, then users are less likely to trust it as an authoritative piece of content.

Once all language issues are sorted, then producing great iGaming content becomes a matter of getting to the point. Articles should not be extended artificially just to meet a specific word count as every paragraph, sentence or word that is not somehow useful to the person reading it can be cut out.

The language for which the iGaming content is being created is also an important factor, as this will mean translating it is necessary. Some may be tempted to use machine translation and other similar services, but these do not account for the intricacies that are present in every language. It is much better for a human translator to do this as the content will end up more accurate and native readers should be able to access it without a problem.


It is also important to consider what kind of iGaming content is being written. While some would say it is vital to not regurgitate the same information as everyone else, this is sometimes impossible to follow, especially massive industry news drops. However, this is not to say that people can’t cover the latest happening in the iGaming sector. Instead, people should try and identify a different angle that hasn’t been covered yet, as this is far more likely to stand out among the plethora of content that will likely cover the news event broadly.

While it is always useful to create generic iGaming content that revolves around ‘how’ questions being asked on Google, articles should always try to remain topical, or link back to something that is happening at the moment. People live in the present, and more people are interested in what is happening now. By paying attention to the latest industry trends, and identifying an angle that hasn’t yet been covered, people can ensure that their iGaming content remains fresh, relevant, and piques audiences’ interest.


There will no doubt be many suspects who are guilty of not researching the site or game they are writing for, which is perhaps one of the worst traps that people who are writing iGaming content can fall into. The most obvious problem with this is that the site is liable to outright reject the article or ask for it to be rewritten, which means more work and therefore more wasted time. However, even if the article is posted, readers are not stupid and will be able to detect if the content does not match up with what is being spoken about.

To avoid this, people should take it as a rule to trial the games they are reviewing, visit the website they are writing for or make sure that they fully research the latest industry news before they write about it. Again, this makes the content seem more credible and therefore more useful.

The iGaming industry shows no signs of stopping, and now more than ever, it is critical to ensure that the best SEO practices are being used to stay ahead of the curve. When it comes to writing iGaming content, these practices are always worth following as the consequences of not doing so can hurt any SEO strategy.

Panoptic Media work with 5 of the top 10 operators and 6 of the top 10 iGaming affiliates globally. Are you interested in growing visibility and player acquisition in new or growing iGaming markets? Whether it’s SEO, PPC, navigating advertising regulations or even link building… Send a DM to our LinkedIn page or email for a free audit.

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