Strategies for Startups & CMOs

The iGaming sector has revolutionized itself from niche online platforms to a $93.26 billion market all over the world by the end of 2024, and there are estimations that it will reach $150 billion by 2029. While the growth has been powered by fintech, blockchain, and mobile-first platforms, there is one channel that is usually overlooked in iGaming boardrooms, and that is SEO (Search Engine Optimization).

For founders and CMOs, SEO is not merely about getting a top rank; it signifies player acquisition, trust-building, and scaling sustainably in a saturated market. To begin with, let’s see what role SEO plays in 2025 iGaming growth and what strategies startups should prioritize.

Why SEO Matters More Than Ever in iGaming

First of all, unlike paid advertising, the traffic from which falls to zero as soon as the money allocated for that period is used up, SEO brings a brand to the attention of the public for a long time. Consequently, in poorly regulated markets, where the number of limitations on advertising of gambling brands is increasing, such a feature gains more value. For instance:

Google Ads limitations in some areas lead the casino operators to use organic search to be less dependent.

Those gamblers who type in “top online casinos in the US” or “crypto sweepstakes slots” are already users with a high level of interest who are prepared to sign up or make a deposit.

Organic search helps a brand to become a trustworthy and authoritative source, which is a must-have feature in business sectors where the authenticity of the company is always doubted.

Data Shows the Opportunity

In 2024, the European iGaming market was the leader with a 41% share of the total global market, which was largely attributable to not only the clear regulations but also the operators that invested in their long-term digital visibility.

Currently, real-money online casinos are legal in 7 US states, where 7 online casinos are available. This creates good SEO prospects for the “state + casino” keyword.

Content-driven brands (guides, reviews, how-to play articles) invested in SEO and saw up to 40% higher conversion rates than brands that solely relied on ads.

Practical Example: Blockchain + SEO

The main reason why blockchain-driven casinos have become extremely popular is their transparency. New businesses that use SEO content related to “provably fair gaming” and “blockchain iGaming platforms” are gaining access to an extensive audience of crypto-aware players. A few of these companies have informed that they have boosted their business by 35% due to the combination of blockchain trustworthiness with SEO visibility.

How Startups Can Compete With Giants

Large enterprises such as Betsson (Q1 revenue of €293.7) or Light & Wonder (Q1 revenue of $774M) are major players in terms of size; however, startups can still get a victory with the help of SEO speed and their focus. Smaller operators can create financially viable niches by targeting niche markets, making valuable educational content, and implementing a research-based keyword strategy.

Imagine SEO as the leveling field: while the industry titans count on their brand and budget, your startup can take the triumph by being more intelligent, quicker, and more efficient with organic search.

In case you happen to be a startup founder, Chief Marketing Officer (CMO), or growth leader in iGaming, the SEO is the perfect time to make your next big growth. Paid advertisements might result in a sudden increase, but SEO keeps you a multiplier of returns – the content you publish these days can continue to generate sign-ups for the next few years.

We are an IT company that provides iGaming companies with the means to grow through SEO strategies that fit your market, target, and compliance. We can get your natural growth engine going now.