Self-Sabotage: The iGaming Industry’s Content Quality Problem

Few industries spend as much time and effort on SEO (search engine optimisation) as iGaming. And, this makes sense - it is one of the most brutally competitive online markets. But, after years of working as a copywriter in the sector, I’m still puzzled by something. Specifically, why do so many businesses invest so much in SEO to get traffic, but then don’t seem to give a crap about conversion?

What did I just say? Don’t give a crap about conversion? I must be mistaken - conversion is everything, right? Indeed, from casino and sportsbook operators to providers, and especially affiliate marketers, converting visitors to customers is fundamental to success. And, once you have a visitor, it is the copy and visual design that converts them.

Large cartoon-like animals and other issues

I’m not trying to rubbish SEO here. Unless people actually find your content, then it doesn’t matter if it's great or not. But, logically it seems insane that iGaming companies put spend so much effort and money on getting visitors, only to serve them utter drivel. So, why then are so many gaming businesses still hiring copywriters and content creators who, and there’s no nice way of saying this, are utterly terrible?

Since I entered the iGaming space, I’ve seen things that make me wonder if I’ve entered a parallel universe. From non-sensical landing pages and full-page magazine ads to contradictory promo copy and embarrassing press releases. I remember one live casino review, provided by an agency, that described the glamorous female dealers as “large cartoon-like animals.” Yes, things are that bad.

Off course, it’s equally as unfathomable when the same companies spend thousands on terrible magazine ads and laughable trade show materials. One of the worst has to be a major B2B company that, despite having flashy international offices and an impressive turnover, was relying on a truly middle school-level Powerpoint presentation as, quite literally, their only detailed marketing material.

An industry evolving in the shadows

So, the question is, why has this happened? And, more particularly, why does it seem to be such a problem with the iGaming industry? Well, I have my suspicions. Fundamentally, I think the way the iGaming industry has evolved.

Critically, while the online gambling space is a huge industry in terms of revenue, it really doesn’t employ all that many people. It's based in geographically tiny hubs, like Malta, Gibraltar, and the Isle of Man, and those working in it, despite a fondness for attending trade shows, tend to mingle among themselves. From what I’ve seen, there’s relatively little mingling with the outside world. Putting it bluntly, the industry is more than a little incestuous.

Furthermore, people tend to fall into the industry rather than consciously enter it. I haven’t met anyone who dreamed of working in iGaming as a child or whose college tutor suggested it as a viable career. Don’t get me wrong, there are a lot of amazingly capable people in iGaming, but there’s not really a coherent talent pipeline.

The fact is that iGaming, as far as careers go, still very much exists in a ‘shadowy underworld’ as far as most people are concerned. Increasingly strict rules about advertising in many markets won’t help change this either. Inevitably, this has led to a dearth of talent in certain areas - particularly on the creative side of things. Most creatives simply have no idea that iGaming offers career opportunities, so they never even consider it.

Maths and data crowd out creativity

The nature of gambling itself, whether it be casino gaming or sports betting, is inherently mathematical. Hence, it isn’t surprising to see that most entrepreneurs in the space are numbers and data-driven. Focusing on things like SEO comes naturally to these kinds of minds. But, those same people often find it harder to appreciate the finer points of creative output - like copy and visual design. Of course, the same goes the other way, more creatively led businesses often overlook the importance of data and maths. The trick is always building a team with the right balance - something that is difficult in the iGaming space, in large part due to my previous points.

Finally, as always, there’s the money. Good creative talent costs. Competent copywriters, amazing art directors, and good graphic designers are rare and can seem expensive. On the other hand, in today’s globalised world, you can easily find crappy copywriters and godawful graphic designers - and they are cheap as chips. But, as always, you tend to get what you pay for.

Sure, there are other factors at play too, but I genuinely believe these are some of the primary reasons why we have such a strange situation in the iGaming industry right now. Companies are wasting vast amounts of time, effort, and money in getting web visitors, only to fail at converting them because of awful copy and content. Likewise, they are essentially working against their own sales teams by failing to back up their efforts with high-quality marketing materials.

Will things improve? Can AI help?

So, will things change? Well, on the one hand, as iGaming expands into new geographical territories (especially the United States), you could argue more varied talent will enter the workforce. But, on the other, as previously mentioned ever-stricter marketing rules in regulated markets, along with negative mainstream press coverage, will probably keep the industry in the shadows (from a careers perspective). Given this, it won’t be surprising if the industry continues on its present trajectory.

The one thing that could shake things up is artificial intelligence. It’s a subject I’ve written about many times over the past few months and one that absolutely fascinates me. On the one hand, AI tools hold the promise of eliminating the crappy copy and marketing messes that I’ve been referring to. But, as I argued back in January, with great power comes great responsibility. Sure, AI tools, in the right hands, can greatly improve efficiency and, possibly, quality. But, they can also amplify existing problems.

All things considered, in a sector as competitive as iGaming, investing more in good copy and content offers a golden opportunity to differentiate a business. No business should slack on their SEO efforts, but right now many companies are actively, albeit unintentionally, working against themselves. Likewise, no business should be abandoning trade shows or B2B media, but they should be making sure their copy and content act as a catalyst for success, not a hindrance.

Maybe the results from a single text will be instantly measurable, or maybe they will only manifest months or years later, but words matter. I understand that the right copy on a web page, or inspiring words in an info pack can generate thousands, or even millions, for a business. As for myself, well, I’ve decided to save my sanity and go freelance. Time is too precious to spend drafting throw-away content.

Righty, time for coffee.