Our guest’s bio in a few words: 

• Over 25 years of experience in SEO, performance marketing, and AI-powered strategies.
• Oversaw more than €2 billion in global advertising budgets.
• Instrumental in launching BetMGM’s transition to online in the U.S. market.
• Specialises in crisis management.
• Deep expertise in affiliate marketing, building, and scaling programs in highly competitive sectors.
• Regular speaker at international conferences (Affiliate World, SEO/Marketing summits).

Early Failures and Major Lessons

The first business Sergejs tried to build was a student travel startup. Big idea, tons of excitement, but he soon learnt his first lesson: great ideas are worth little if they don’t come with proper skills. “Even a cool idea requires thorough research, analytics, and proper forecasting and planning. When we were young and excited, we had an amazing idea that students would enjoy traveling. However, we learned that execution is equally important.”

Next up: a discount platform, long before Groupon. A solid team of 10 passionate minds, and an idea that clicked: “We created a website to provide discount codes for potential buyers across different services and products. We believed it was a perfect way for companies to meet their clients and for clients to save money. The idea was strong. We gathered a very good team of ten people who were passionate about the topic.”

But they launched only in Latvia, limiting their reach. “The biggest mistake from my perspective was that we decided to go locally. The model did not work from a financial perspective.” Over time, the team lost motivation: “We started with ten people and lost team members throughout that journey. I remember we finished the project with only two people.”

Lesson learned loud and clear:

Discovering the Passion for Marketing

Sergejs didn’t start as a marketer, but rather went into coding. He enjoyed developing websites for a while, working with medium-sized companies, but soon realized that building a website is not enough. It’s very important to get the traffic.

Seeing a client site hit top spots hooked him: “When I saw my client’s website in the top positions, it provided a personal rush of achievement. It was very rewarding for my ego, and it paid well.” And then his first big break — being noticed abroad, when Sergejs was headhunted to come to London to work in a boutique marketing agency from Eastern Europe.

Managing €2 Billion in Budgets

Now we finally arrive at the big figures. “So what is the mindset behind such big budgets, and what are the life rules to control and not just to control but effectively manage those budgets?” Vasilii asks. Yes, handling €2 billion isn’t just math — it’s a mindset. Sergejs’ answer? Focus on ROI, always.

“The size of your budget is less important than your return on investment. If you can forecast, analyze, and provide tangible results — delivering a strong return on every dollar or euro spent — then the budget can grow.”

The idea is simple: build a portfolio that could absorb failures that will be there anyway. Campaigns will fly, others will fail, some others still will fall in between — but if your return on investment in general is in the black and the clients are happy, you’re doing well.

Risk management demanded careful budget allocation. One of the really good examples Sergejs had was with a viral video campaign where his team allocated 10% of the budget, and the target was to go viral. But if the campaign was to fail, they would not accrue any real losses for the client because only 10% of the budget was allocated. This calculated approach to uncertainty became the foundation of sustainable campaign management.

Case Study: BetMGM Launch

The BetMGM launch became Sergejs’ biggest test and the most high-profile campaign. MGM, one of the largest gaming organizations in the United States, had a vision to expand online. Despite their land-based success, they recognized their lack of experience and understanding in the digital space. They possessed nearly unlimited resources and a strong passion to establish an online presence.

MGM didn’t mess around with resources.“We’ve been given very little time not only to launch the new brand, but also to start competing with existing players.” Sergejs watched their team explode from a few dozen people in a New Jersey office to over 700 employees as the campaign gained momentum.

But the real challenge was compliance. Online gambling’s state-by-state patchwork meant sports betting was legal in one jurisdiction and banned across the state line.

The execution was flawless when it mattered — MGM’s online ambitions became reality without the compliance headaches that sink other operators.

Crisis & Recovery: Traffic Crash to Scaling Teams

After BetMGM, Sergejs joined an affiliate company and walked into a disaster. Google’s algorithm update had crushed the affiliate company’s flagship websites — 80% of their traffic vanished overnight: “When I joined the organization, I arrived at the office to find it looked quite sad and gloomy due to the many empty desks.”

It was a grind with twenty-four-seven schedules. Sergejs got backing from the founders, and they started dissecting problems market by market: “I received excellent support from the founders. We began pinpointing the issues in different markets and implemented changes rapidly. It was a period of intense stress and long hours, but within just a few months, we managed to recover all the traffic.”

Recovery turned into growth. Revenue climbed, hiring resumed, and those empty desks filled up again. “We began in a gloomy, dark place and ended in an environment full of light, joy, and smiles.”

Traffic recovery was only half the battle. Brand perception mattered just as much: “It wasn’t only about the traffic — it was about the image and how we portrayed the brand. This is a very important part of public relations.”

The PR push went beyond customers. They needed talent, especially from Ukraine and other European markets:

Linkbuilding, Brands vs Affiliates, and SEO Today

Sergejs laughs when talking about the “ancient times” when link building was simpler: “In the past, link building was almost entirely organic; you could publish an article, and it would naturally attract links from other websites. Nowadays, you must invest significant time and money to provide enough value to earn those links.”

The winning formula combines everything — good links, bad links, crowd links, blog links. Google wants to see natural link profiles that prove you’re earning attention through real value, not manipulation.

Brands have advantages but face their own problems: “Building a SEO brand can be somewhat easier, but you must also contend with brand parasites.”

AI in Marketing: Content, Custom GPTs & Tools

On AI content, Sergejs is sharp. Using ChatGPT to pump out quick articles for traffic is pointless, in his opinion — the quality of the content would be poor, and the value of the content is minimal. But AI becomes powerful when you use it right. For example, to analyze big chunks of data, to create a unique angle, or to find unique facts and combine them with human expertise

Sergejs has seen pure AI articles perform well and generate traffic, but that’s not the standard approach. Custom GPTs take this further. “Custom GPTs are a tailor-made solution. When you use a custom GPT, it solves your specific problems and helps you achieve your own goals.”

His toolkit is straightforward: “We rely heavily on ChatGPT and OpenAI. I love the tool and its capabilities. In second place is Perplexity, which is amazing for research. The third is Google Gemini. I’m not a big fan, but I always try it to see how it’s developing.”

Philosophy & Work-Life Balance

Sergejs handles pressure the way most people should but rarely do — he gets outside. “Nature walks, the seaside, and the forest can provide tranquility. I started attending meditation and tried to combine work with sports as part of finding a work-life balance.” However, he admits: “I try to work 24/7 and spend the remaining time on restful activities.”

His take on Gen Z splits two ways. The old-school answer says they need to grind like previous generations did — work hard, suffer through it, earn their stripes. The evolved answer recognizes that if their approach achieves their goals, work-life balance matters more than tradition.

Sergejs mentions that Latvia anchors him. He calls it “the best place to live”. It is beautiful, safe, and has an amazing culture and wonderful people.

Money, Regrets & Advice

Sergejs started selling when he was twelve, and the first money came early: 

His biggest personal investment was British education — Oxford attempts, University of London success, all self-funded. Albion was his dream, and it was all the more enjoyable because he managed to fund his education independently.

And the deepest regret? “Not launching the discount website globally. After I saw how Groupon developed, I realized the project’s full potential. I think it was my biggest mistake.” Sometimes timing and persistence matter more than the idea itself.

His favorite advice balances planning with presence: “It is important to plan ahead, but it’s also important to live in the moment.”

Conclusion

Sergejs’ career tracks marketing’s evolution—from Google crashes to BetMGM launches, from keyword stuffing to AI content. His journey illustrates how marketing reinvents itself. Sergejs represents marketers who built their expertise through multiple technology cycles with a combination of technical depth, strategic thinking, and personal grounding. And perhaps this is exactly what’s needed for a sustainable success in our industry.

If you want to get more grains of wisdom from Sergejs Ponomarjovs, check out his LinkedIn page. And of course, stay tuned for more articles about affiliate marketing and all things Internet with Peaky Ads.

Сообщение AI marketing, US elections, Custom GPTs: Sergejs Ponomarjovs & 2 BILLION $ campaigns появились сначала на Peaky Ads Agency.

About Craig

Craig’s been at this for over 20 years. He’s taken every hit Google could throw, burned and rebuilt sites, and somehow always comes back stronger. He’s spoken at SiGMA, Affiliate World, and now he’s running SEO strategy at ODIS Global — the company that basically owns the aged-domain game.

India’s Regulatory Reality

India isn’t just another growth market — it’s a billion-user gold rush with iGaming revenues forecast to smash $8.6B by 2027. But if you’re expecting a neat SEO playbook, forget it. 

Craig Campbell agrees. The regulatory picture is messy, shifting state by state and game by game. Some verticals run into walls, others slide through loopholes. SEO still works the same way in theory — rank, get traffic, get players. But add in dozens of languages and local naming quirks, and Western SEO tactics start to wobble fast. One keyword works in one state, bombs in another. If you’re used to tidy, regulated markets, India will eat you alive.

Despite these complexities, Craig maintains that core principles remain constant: 

Market Economics and Player Behavior

India’s player economy also flips Western assumptions. Disposable income averages just $1,200 per year — meaning ARPU is small. But scale makes up the gap: 

Cricket dominates the cultural map, with football gaining traction. There’s hockey, badminton, volleyball too. But sports betting isn’t where the cash is. As Craig bluntly puts it, slots alone drive around 25% of traffic, with blackjack and table games close behind. So, the 80/20 principle is super clear here.

AI Content and Algorithm Differences

Craig’s blunt: if you’re spamming AI content in the U.S. or UK, don’t expect it to last. He says most projects get nuked around month four or five. But in India or other markets where Google’s algo is basically stuck in 2016 it’s a totally different story. You can run AI-heavy sites for ages and barely get touched.

“In India,” Craig says, “when everyone’s churning out AI text, even minor tweaks give you an edge.” In Tier 1, those tweaks won’t save you; in Tier 2, they can carry you far.

Surprisingly, in India, subdomains are still “the new hack”. Technically, they’re treated as separate sites, but for some reason, they inherit juice fast. Nobody knows why, but right now, it’s working:

Subdomains on aged domains appear to be ranking very quickly and very well. I should note that a subdomain is technically seen as a separate website from the root domain. However, for whatever reason, they are currently working very effectively.

Craig finished by reminding everyone: no matter how much SEO evolves, you still need links. Full stop:

SEO will always involve on-page, technical, and UX elements, all of which are super important. However, link building remains a significant component, and I don’t believe that has changed over the years.

Grey-Hat Strategies That Work

Describing the digital landscape, Vasilii put it like that:

But visibility doesn’t come clean. Link building remains a critical component of SEO. It is essential for building power and authority for websites. What Craig still finds works very effectively in most markets is utilizing aged domains and similar strategies. As he puts it:

And beyond traditional SEO, traffic acquisition requires creativity. You need to be quite creative with it, especially when operating in a restrictive environment. As Craig said, methods like using generic Meta ads to attract users and then redirecting them to a website can be necessary. This is because generating traffic can be difficult when contending with regulations and prohibited activities.

This is how Craig describes funnel strategies: “In the form of a quiz, luring people in to answer something like, ‘What are the top sports in India?’ The user enters the quiz or submits an answer, and is then redirected to a login or a bonus page to sign up.” The core philosophy being: “You have to get the traffic from that platform to your casino without explicitly telling users to come and gamble. The central question is, how do you do that?”

Keyword Strategy and Game-Specific Targeting

Craig says cricket’s the obvious one — people play it non-stop, so searches never end. Easy win if you’re targeting sports bettors:“Cricket was always the top sport just by default in terms of how often those guys played it.”

Craig’s advice is: exploit game-specific searches, as they are highly effective. If two teams are playing tonight, that exact matchup keyword like “India vs Pakistan live odds” will surge. Even when the match ends, the queries still deliver traffic. Operators that pull those pages down are leaving money on the table.

In casino, intent is king. Phrases like “real money roulette” convert because they filter out free-play users: «Even terms like blackjack, roulette, and poker are frequently searched. Phrases such as ‘play poker for real money’ also generate significant search volume.”

Popular Indian games also offer big opportunities:“There are many different games there. I could try to list them all, such as slots like ‘Hit Rich’ and others that are fairly popular. Games like ‘Teen Patti’ are also very highly searched.”

Conversion Optimization

Craig says that you can drive traffic all day long but if nobody signs up, it’s pointless. Conversion is the real metric. The competitive window is narrow: you’ve got about 2 seconds to catch them, so he says test everything — buttons, offers, layouts — because that’s all the time you get.

Learning from competitors is also essential: “You’ve always just got to look at the best performing websites. The answer is there. You don’t have to reinvent the wheel. See what the top performers are doing — and do that kind of thing.”

Apparently, companies spend literal millions testing layouts, promos, etc. That’s how serious it is: “There’s people out there who’ve spent hundreds of thousands if not millions and millions of pounds on conversion rate optimization, trying and testing different layouts, different offers, different this, different that.” Campbell’s point: if you’re not investing here, you’re already behind.

Ranking is worthless if your page doesn’t convert, but CRO dies if you can’t rank. The craft is blending both: high-visibility and high-conversion on the same page.

“You need to get the balance between a page that ranks well and a page that converts well. So where are these things positioned on the page? That is very difficult because when the user lands on it, it’s got to be in their face. It’s got to be super easy. It’s got to be super quick.”

Craig’s closing note: research, prep, and diversify. Don’t just chase big keywords — mine long-tail, play with parasite SEO, and always be ready to pivot.

Want more?

Go stalk Craig on LinkedIn or binge his YouTube channel. And hit subscribe on Peaky Ads if you like hearing unfiltered marketing talk without the corporate sugarcoat.

Сообщение India SEO Deep Dive Black Hat Tactics появились сначала на Peaky Ads Agency.

To cut through the noise, Vasilii caught up with Gali Hartuv, CEO & Co-Founder of Warrior Lab. With 13+ years across four continents, he’s seen what works and what flops.

As he put it:

In this chat, Gali lays out how African VIPs actually think, how to win their trust, and why understanding culture is just as important as rolling out the latest tech. Check out our YouTube channel to listen to the full “Where’s My Money?” podcast, and here we’ll break it down.

Defining the African VIP

Ask most people what a VIP is, and they’ll say “the whales, the guys who bet big.” But Gali Hartuv makes a different point: in Africa, VIP isn’t just about size of deposits, but about sustainability. The players who count aren’t just dropping big deposits once in a while. They’re the ones who play consistently and prove they have real disposable income. As he notes: “$2,000 a month in Nigeria might be just as valuable as $20,000 in a European Tier 1.” In other words, VIP is relative to local economy and lifestyle.

This isn’t theory. The revenue stakes are massive. VIPs regularly drive 30–50% of total revenue, and in some operators, it’s north of 50% of monthly deposits. Miss the segment, and you’re leaving half the pie on the table. Nail it, and you’re locking in the players who stick, spend, and advocate for your brand long-term.

Demographics & Player Behavior

According to Hartuv, the “classic” VIP profile is still male, 30–45, making up around 70% of the market. But that’s changing quickly. Female participation is rising fast — “up to 25% of new VIP entrants in some countries are now women.” These players are active not just in casino, but also football betting and newer areas like esports.

On the product side, the breakout star is crash games. In some regions, they’ve blown past sports betting to capture 40%+ of VIP play. The hook is clear: instant action, quick outcomes, and high engagement. But here’s the catch — retention. Crash VIPs typically churn after 3–4 months, while live casino VIPs can stay active for a year or longer. 

One thing is universal: Africa is mobile-first by default. Players are tech-savvy, highly engaged on phones, and expect smooth, data-efficient platforms that run across all screens. Operators who don’t optimise for mobile simply won’t keep up.

Attracting African VIPs: Speed, Culture & Experience

To win African VIPs, Hartuv stresses the importance of cultural relevance. “Operators really need to anchor their strategy around local passion points as well as cultural relevance.” Football is the universal hook. Whether it’s EPL watch parties, La Liga tie-ins, or grassroots tournaments, nothing beats the pull of the world’s game. Ignore it, and you’re invisible.

But culture alone won’t save you. VIPs expect instant everything: fast KYC “under 10 minutes to complete and you’ve got their attention” and even faster payouts. “If you can process withdrawals quickly, you basically hit the lottery because VIPs want their money now.”

Experiential marketing also matters. Add live experiences to the mix, and the numbers jump. In Kenya, SafariCom partnered on local tournaments, doubling registrations when combined with mobile money perks. It’s the blend of passion, speed, and real-world presence that pulls in the whales.

Keeping Them Engaged

Engagement lives where players live. In Africa, that means WhatsApp and Telegram: “60% of successful VIP communication is driven through WhatsApp or Telegram.” SMS still matters in patchier regions (25%), while push notifications cover another 15%.

The principle is simple: forget spam blasts. VIPs want targeted, respectful outreach on the channels they already use. In South Africa, one operator’s dedicated VIP WhatsApp line produced 30% higher monthly revenue per user. Recognition beats bonuses every time. 

Retention & Relationship Building

Bigger bonuses don’t build loyalty, community does. African VIPs stay loyal when they feel like insiders: “VIP only leaderboards, exclusive watch parties and events.” Gift-giving shows the same principle. It’s not about price but meaning. A personalized gesture, like a gift-wrapped, engraved bowl for a whale’s favorite dog, will get you a long way. 

But context matters. Blanket holiday alcohol baskets will flop in Muslim regions. Contrast that with Betica’s Ghana campaign, “Be the Goat,” where every week during December they gave away three goats. “Goats are obviously an important part of festival season. They’re a primary source of meat for celebrations. They also serve as a valuable asset for households.” That single insight built retention through relevance, not generic giveaways.

Responsible Gaming & Player Protection

VIP care isn’t just ethics, it’s business sense. Operators now run proactive wellness checks: a sudden deposit spike triggers a gentle call, not an accusation. “If a VIP suddenly, say, doubles their average deposit in a short period of time, the account manager should receive a trigger to go and check in.” Done right, it boosts trust and keeps VIPs long term.

Monitoring tools can flag when VIPs hit 80% of preset thresholds, while fraud systems evolve toward behavioral detection. “This results in 20% increase in satisfaction scoring and net promotion scores because VIPs here felt that they were valued as people, not just as a wallet.” Fraud prevention remains part of the balance: “False positive rates must be low for VIP, it needs to remain under 2%.”

Challenges in Execution

Hartuv stresses that VIP management is more than raising deposit limits.

“Many operators still treat VIP as simply bigger bonuses or higher deposit limits, rather than a discipline that requires clear strategy, resources, KPIs, and structure.”

Regulatory environments only add pressure. Nigeria, for example, is a patchwork of unclear policies and uneven enforcement. Operators need adaptable frameworks that work across markets without compromising service. 

“Nigeria sits in a more fragmented space where policies are potentially a bit unclear and enforcement can be inconsistent.”

Then there’s infrastructure: “Mobile money is both the biggest advantage and the biggest challenge.” Looking forward, Hartuv believes cryptocurrency adoption is inevitable, making future-proofed systems a necessity.

Benchmarks & Metrics

Benchmarks help cut through the noise. A strong VIP segment should generate 2–3x the ARPU of regular players, averaging 6–8 deposits per month. Key KPIs include monthly churn below 10% and response times under 2 hours.

“Healthy VIP segment delivers a minimum of two to three times the ARPU of a general player.”

Another reality check: VIPs usually split their action across 4–5 different operators. The goal isn’t monopoly, it’s making sure you’re always in their top 3 tabs open. 

Future Outlook

As the conversation wrapped, Vasilii asked Gali Hartuv to look ahead. His forecast was clear:

But Africa isn’t one market, it’s 50+. The challenge for international operators lies in avoiding the oversimplification trap that has hindered many market entry attempts. Saying you “want African traffic” is meaningless without cultural, linguistic, and economic nuance. International operators flooding in will need sniper-level targeting, not shotgun blasts.

Africa’s VIP segment is unique — built on sustainability, loyalty, and cultural fit. Attracting and retaining these players requires more than financial perks. “You need to be targeted. You need to understand what about Africa you’re looking to penetrate as a new GEO. You know the local culture, language, customs, and nuances.”

As Hartuv made clear, the continent won’t bend to imported models. To succeed here, operators must rethink, reframe, and re-engineer their approach. Those who do will discover a market still rich with “hidden gold bars and diamonds,” as Hartuv puts it — opportunity waiting for those who play the long game.

Check out Gali’s LinkedIn page to catch more useful marketing insights, and we’ll be back real soon with more tips on affiliate marketing and driving traffic. Stay tuned!

Сообщение VIP Players in Africa: Who They Are, How to Attract & Retain Them появились сначала на Peaky Ads Agency.

In the “Where Is My Money?” podcast, Peaky Ads CEO Vasilii Gamov and Olalekan Joseph Oyekunle (iGaming Expert) share an in-depth analysis of the Kenyan iGaming market. Here’s a structured recap of their expert discussion, with added commentary, figures, and insights.

Why does Kenya stand out among iGaming GEOs?

Kenya’s digital infrastructure and youth-driven audience set it apart in Africa’s iGaming landscape. Over 88% of bettors use smartphones, and over 70% of all transactions are processed via M-Pesa, a dominant mobile money platform.

Why Kenya stands out

• Youthful demographic: Most players are between 18 and 35.
  
• Tech-savvy users: Internet access rate is 40.8% (mainly via smartphones).
  
• Market forecast: By 2029, Kenya’s market is expected to reach $1.03 billion GGR and 1.6 million active players. Sports betting alone is projected to hit $159.2 million.

Kenya’s market is distinguished by a young, tech-driven audience that prefers mobile betting over traditional desktop platforms,

Olalekan Joseph Oyekunle

iGaming Expert

Regulation for iGaming: structured but demanding

Kenya operates one of Africa’s most transparent yet demanding regulatory systems, managed by the Betting Control and Licensing Board (BCLB).

To operate legally in Kenya, companies must:

• Register a local entity — this applies to all companies, even if they are foreign.
  
• Submit a detailed business plan that complies with BCLB standards.
  
• Apply for separate sports betting and online casino licenses (if planning to run both niches).
  

Licensing Requirement	Details
Local company registration	Mandatory for foreign and domestic operators
Licensing authority	Betting Control and Licensing Board (BCLB)
Estimated licensing fee	$20,000–$25,000 (case-specific)
Online-only licenses available	Yes, including casino and sports betting

Taxation for iGaming in Kenya: deep dive

Tax policy in Kenya is fixed and applies primarily to players:

Player behavior: volume over value

Kenyan players wager little but often. With relatively low wages, the average bet size is small, but the number of wagers is high.

Typical player profile

• Daily bet size: $1–$3.
  
• Monthly betting volume: 15 bets per user.
  
• Income: $250–$300/month (urban average).
  
• Live betting preference: 60% of players favor real-time betting.

Despite the small bet sizes, operators can still achieve profitability through volume-driven acquisition and clever retention tactics.

There is also a VIP tier of players — typically business owners or entrepreneurs — who bet between $10 and $15 daily and respond well to personal outreach and exclusive offers.

Bonuses & retention: what players expect

A bonus strategy is everything in a market with high competition and low loyalty.

Effective bonus types for iGaming in Kenya:

• Welcome bonus.
  Extra funds or free bets upon signup.
  
• Deposit bonus.
  Matches the percentage of the initial deposit.
  
• Cross-vertical bonus.
  A reward for switching between sports and the casino.
  
• Loyalty points.
  Redeemable for bets or cash.

Retention also requires local support teams, VIP managers, and personalized offers. Players in Kenya are highly responsive to direct communication, primarily through SMS and mobile push notifications.

Key payment methods in Kenya

The Kenyan iGaming ecosystem could not function without M-Pesa, with over 30 million users, it enables near-instant deposits and withdrawals via mobile phones.

Operators are strongly advised to implement multiple payment methods to ensure business continuity and avoid user frustration during technical downtimes.

Marketing sources for iGaming in Kenya

In Kenya, marketing is vibrant but tightly regulated. The BCLB must pre-approve all advertising, including slogans, jingles, and SMS campaigns.

Popular marketing channels

• Billboards (especially digital ones — only allowed during 6–9 PM).
  
• Local radio is particularly effective in rural areas.
  
• SMS marketing is legal if pre-approved.
  
• Affiliate and influencer marketing, through blogs and football pages.
  
• TV and print are less dominant than mobile formats.

SMS marketing: legal and effective
Unlike in Europe or North America, where SMS is often considered spam, Kenya treats SMS as a white-hat channel, so long as it’s registered and approved.

This makes SMS one of the most direct and reliable outreach tools, especially in areas with poor internet penetration.

Risks and challenges to expect

Despite its attractiveness, Kenya’s iGaming market has its friction points.

Key risks for operators:

• Policy instability.
  Tax rates can change with little notice (e.g., 10% → 20%).
  
• Slow approvals.
  BCLB’s bureaucracy can delay campaigns or launches.
  
• Technical downtime.
  Mobile payment systems may fail without proper redundancy.
  
• Fierce competition.
  Over 50 licensed operators plus offshore rivals.
  

Operators must also consider compliance fatigue, especially if they plan to expand cross-border into multiple African markets. Kenya may be more structured, but its rules shift fast.

What is the future of iGaming in Kenya?

Kenya’s iGaming evolution isn’t just about growth — it’s about diversification. As football seasons come, operators must offer more than sports betting.

Growing verticals to choose from:

• Crash games (e.g., Aviator)
• Virtual sports
• Esports betting
• Mobile-friendly casino games

Cultural relevance also matters. In Kenya, English-speaking leagues like the Premier League dominate. In francophone Africa, the Ligue 1 or other European leagues take precedence. Constantly localize by language and fanbase.

Conclusion

Kenya’s iGaming market offers scale, speed, and structure, but it is not without its share of work. The opportunity is real for operators who understand the nuances and can adapt to the local mindset.

As Joseph summed it up:

Want more content like this?

Check out the Peaky Ads podcast archive.
Visit our blog at https://peakyads.com/blog/.

Сообщение Kenya iGaming Market: Opportunities, Regulation, and Marketing Tactics появились сначала на Peaky Ads Agency.

Expert Spotlight

Craig Campbell is a UK-based SEO expert with over 20 years in the trenches. He has spent two decades in SEO metaphorical trenches, thriving in the chaos of iGaming, dodging penalties, playing Google AI Overviews, and proving that when it comes to SEO, aggressive approaches often win. Craig has built and ranked hundreds of sites, spoken at global conferences like SiGMA and Affiliate World, and currently serves as CMO at ODIS Global, a leader in aged domain acquisitions. Whether through affiliate marketing, YouTube, or education, Craig’s focus remains consistent: test what works and then exploit the hell out of it.

Regulated vs. Unregulated SEO

If you think the same SEO strategy works in every market, you’ve already lost. In iGaming where regulations often change overnight and Google updates can wipe you off the map, one-size-fits-all is basically a suicide. So, understanding whether you’re operating in a regulated or unregulated market isn’t optional.

In regulated markets like the UK or the Netherlands, online casinos must secure licenses, follow strict advertising rules, and tiptoe around platform bans. Even Google SERPs are sanitized: search for “online casino” in the Netherlands, and you’ll only see government-approved results. In tier-1 regulated markets, you’re playing SEO chess, it’s a long game.

In unregulated or gray markets — think Southeast Asia, parts of Latin America, or pre-2022 Brazil — the game is totally different, because you’re playing dodgeball on fire. You have 3–6 months to cash in before the penalties hit. No one’s checking licenses. SERPs are loose. Competition is fast and dirty.

Craig thrives in the chaos of unregulated markets, where ranking fast is the only goal and survival is temporary. And that’s the game. If you’re building a clean brand, cool — be patient. But if you’re just trying to rank and bank, you better move.

Pick Your Battles

Craig’s philosophy is ruthless: don’t waste time on keywords you can’t realistically hold. Especially not in risky markets where the clock’s always ticking. He targets lower-intent, easier-to-rank keywords in unregulated regions — it’s fast deployment, quick traffic, and fast turnover. In regulated markets, he invests in E-E-A-T, compliance, and brand building.

Unless you’re a licensed operator with a media budget, don’t chase tier-1, ultra-competitive terms. You’ll waste months and bleed out before you break even.

Instead, go after what’s winnable:

• Lower competition long-tail keys
• Bonus variations
• Region-specific search terms
• Unfiltered keywords in slow-update markets

You’ll rank faster. Convert better. And stay off the radar longer.

Here’s what Craig runs with globally:

1. Aged domains: they must have backlinks, brand queries, and Google trust. Even better if they’ve been indexed in the last year.
2. Subdomain piggybacking: buy any clean authority site (e-commerce, news, etc.), deploy an iGaming site, Google sees trust and gives you faster indexing and faster ranking.
3. Viral CTR traffic: this is about using local IPs with volume that matches the keyword intent and then using it to spike rankings for medium to high competition terms.
4. Redirect loops: when a site gets hit, redirect to another. Keep the link juice and CTR benefit flowing.

Craig’s strategy in volatile markets? Spin up 10+ sites simultaneously. All aged, all prepped with content, and all ready to rank. You hit traffic with CTR manipulation. You push links fast. And when Google eventually pulls the plug, you don’t panic. You redirect. You rebuild. You redeploy. It’s a churn-and-burn ecosystem. And it’s very profitable when done right. These sites won’t last long, but that’s the point: you just need them to rank before they die.

Content Strategy That Doesn’t Suck

You should also forget about one-page casino sites. Those died with the last Core Update. Whether it’s a short-term churn site or a long-term authority build, content has to show substance and do it fast. If you’re still deploying one-pagers, you’re wasting your crawl budget and your money.

Craig’s blueprint:

• Launch with 30+ pages
• Cover the basics: casino reviews, bonuses, payment methods
• Add real user value: offline listings, deposit comparisons, local currencies
• Keep it structured, clean, and indexable

And no, AI content isn’t a get-out-of-effort-free card. Instead, choose AI-assisted and human-reviewed. Otherwise, you will be building a penalty magnet.

Links That Don’t Care About Context

In most SEO playbooks, topical relevance is sacred. But let’s just say it: in iGaming link purity is a luxury. You can’t always get casino links, so you take what you can. A food blog? Sure. A plastic surgery domain? Why not. If it has traffic and trust, we can use it.

The link-building logic here is simple: there’s limited inventory, everyone’s using dirty tricks, and Google keeps rewarding it. Just try and look at the top-ranking iGaming sites: half their links will be complete garbage. But if Google allows it, we can replicate it and exploit it. So you work with what you can get — and sometimes that means links from construction blogs, cooking forums, or expired PBNs that still pass juice.

You still want anchor diversity, home page links, and a smart interlink structure, though. But topical purity? Nice in theory. Useless in practice.

AI Content and SEO

Let’s settle this first: Google absolutely does penalize AI sites. Craig has tested pure-AI deployments that get traffic for 3–4 months and then fall off a cliff with zero recovery path. No warnings. No index. Just ghosted. The fix? Use AI to build draft structures. Then human editors clean it up. Add unique data, polish the structure, and make it crawlable. That’s the sweet spot, it’s cheap, fast, and still safe, at least for the time being.

Craig doesn’t sugarcoat the direction of the industry. AI search is eating organic clicks, and Google’s updates are more erratic than ever. But in his view, it’s not the end, it’s a shifting battlefield. SEOs who adapt win, those who cling to best practices lose.

Ranking in Google AI Overviews

Google’s AI Overview is already rewriting how search works — and yes, it can be gamed. The secret lies in the citations. Not backlinks. Not domain rating. Just the number of trusted sources saying the same thing over and over.

As a part of an experiment, Craig’s team is currently trying to dethrone Brighton SEO as the “best SEO conference in the UK” by repeating that claim across dozens of respected sources for a rival event. It’s already showing up in AI sources. It doesn’t stop there. Craig is also in an identity war with a famous American singer — also named Craig Campbell. The goal is to become the top Craig Campbell in ChatGPT, Google AI, and beyond. This will, however, require gaining a search volume that is substantially bigger than that of the singer.

Forget organic position #1. Google AI Overview is the new top spot, and it’s insanely easy to manipulate for now. No backlinks. No schema. No EEAT. Just citation volume on trusted domains. The playbook:

1. Pick your statement (“Best casino affiliate site in India”)
2. Say it 30–50 times on real, semi-trusted sites
3. Watch Google and ChatGPT swallow it whole

Scary? Yes. Effective? Also yes.

The Final Word

iGaming SEO isn’t about playing it safe, it’s about calculated aggression. iGaming SEO rewards speed, execution, and flexibility. Not compliance checklists and wishful thinking. 

If you’re working in gray markets, you’re already in the mud. Embrace it, build fast, and rank fast. Most importantly, move before the penalties hit. And if you’re trying to build a real brand? You still need to understand how black hat tactics work, because your competitors are using them.

Google changes the rules weekly. Regulators change them monthly. Your only constant is not being constant. SEO’s not about doing what Google says. It’s about doing what works, before they figure it out. Here’s what works right now:

• Age your domains
• Spike traffic with CTR
• Stack smart content
• Multiply your attack points
• Manipulate AI Overviews before Google patches the hole

Want more? Follow Craig Campbell on LinkedIn and YouTube for case studies, live experiments, and unfiltered SEO truth. And subscribe to Peaky Ads for more deep dives into global markets.

Сообщение SEO in iGaming: Regulated vs. Unregulated Markets появились сначала на Peaky Ads Agency.

Martins Lasmanis, CEO of Media 24

• Experience: 16+ years in SEO and affiliate marketing
• Specialty: iGaming websites with a focus on casino review platforms
• Interests: Crypto investing, surfing, sustainable startups, and family travel
• Philosophy: Build something once and make it work for years

In this exclusive conversation, Martins reveals how a €90K content gamble saved his business, why 20% of affiliate earnings vanish to scams, and how to lead an empire without losing family time.

From Fish Factory to Web Entrepreneur

Martins didn’t grow up with VC funding or affiliate mentors. His first job paid €100 per month working at a fish factory at age 12. By his late teens, he was building scrappy websites, monetizing with AdSense, and selling freelance gigs. With no blueprints, just trial, error, and a clear goal: own something that scales. Those early ventures laid the foundation for what would later become his first digital marketing agency. Eventually, he found iGaming. Combining his technical SEO skills with a knack for spotting profitable opportunities, he began building affiliate sites. Fast-forward: Media 24 now runs multiple casino affiliate sites across various GEOs. All fully bootstrapped and profitable.

Media 24: Building a Business From the Ground Up

Launching Media 24 wasn’t without its risks. Martins launched Media 24 with personal savings and revenue from previous projects. And the first two years, they ran at a loss, because SEO isn’t an instant win. But when it clicks, it scales. 

Today, Media 24 is cashflow-positive and aggressive. But that wouldn’t have happened without eating dirt early on. Even today, content creation is the company’s single largest expense, sometimes hitting €90,000 per month. Yet, Martins sees this as an investment rather than a cost, because good content is the foundation of any successful affiliate site.

He also notes that starting small is still possible. You can build your first site for €5K–10K, it’s possible if you do the content writing yourself. Just stop expecting instant payouts.

When asked if he plans to leave SEO anytime soon, Martins is clear: he isn’t looking to exit, sell, or jump ship anytime soon. Media 24 remains the priority, with a focus on scaling, optimizing current assets, and possibly expanding into new verticals when the time’s right. The key isn’t diversification for its own sake, it’s picking your shots and knowing when you’ve earned the right to go wider.

The Challenge of Casino Content

Let’s get this straight: SEO is no piece of cake, but casino SEO is a whole different beast. Unlike sports betting, where you can farm traffic on live events that give you something new to talk about every day, casino content has to hit differently. Casinos are static, and that means evergreen content has to be 10x better and deeper. Reviews can’t be lazy, because you’re not going to update them weekly.

This philosophy shapes Media 24’s approach. Rather than pumping out generic reviews, the team is focused on building what Martins calls a “really good review website.” The goal is to provide content that remains valuable long after it’s published: deep-dive breakdowns, updated bonus comparisons, and data-driven recommendations. Not the fastest way to rank, but one of the few ways to stay ranked long-term.

Case study: Google Drops the Hammer in 2024

Picture this: it’s Q4, you’ve built up a high-performing casino affiliate business. And then Google’s update wipes out 30% of your traffic overnight. There were no warnings. You have no fixes. And all your rankings are gone.

At such moments, most people slash budgets. Martins doubled down and spent €90K on content in a single push. Because if you wait for Google to forgive you, you’re already dead. That’s not a quote from a gambler — it’s from someone who’s played the long game, bet on fundamentals, and turned content into compounding ROI. And it’s about smart strategy and investing in quality work.

Why SEO Still Beats Everything Else

Martins has been doing SEO for 16 years, and still loves it. Because it pays you back long after the work is done. Paid traffic turns off the second you stop paying. Social is great until the algorithm changes. But with SEO, you build something once, and it keeps working. It’s also a lifestyle. Martins travels to conferences, connects with operators and affiliates, and gets the freedom that paid media just doesn’t offer. He notes that the SEO community is unique, and everyone can be both a competitor and a collaborator.

When Promoting Internally Goes Wrong

iGaming’s growing fast, but growth without guardrails is a recipe for disaster. Martins has seen it happen too many times: teams promote from within, slap a title on someone with zero real-world marketing expertise, and then hand them a six-figure budget. What could go wrong? Operators dump cash into acquisition channels without KPIs, tracking, or even a basic sanity check. They “optimize” based on gut feeling and then wonder where the margins went. If you’re not manually checking performance or running proper attribution, you’re basically lighting money on fire.

It’s especially dangerous when working with affiliate networks that are built to move fast and not always with full transparency. This lack of oversight can cascade, resulting in inefficient spending and an unclear understanding of what’s truly driving growth. That’s not growth — it’s chaos in a suit.

Fraud, Black-hat Tactics, and Long-Term Strategy Battles

Let’s be clear: iGaming SEO isn’t white and fluffy, it never has been. Martins has no illusions about the niche. We’ve had it all — fraud, scams, fake bonuses, hijacked redirects. And if you’re not watching your back, you’ll end up sending your hard-earned traffic to someone else’s wallet.

One troubling trend Martin mentions is the rise of black-hat SEO and AI-generated content, which can quickly flood the market with low-quality material. It ranks, but only for a while. Google’s not stupid, and eventually those pages tank, and the “SEO expert” who sold you the dream is already running another burner site.

Martin also touches on the use of parasite SEO, slapping casino content on a high-DR unrelated site to piggyback on their authority and fast-track rankings. While effective in the short run, he warns this method lacks the stability: you don’t own it, you can’t control it, and when it crashes, you’re back to zero.

Ultimately, Martin advocates for a long-term SEO strategy focused on quality content and solid foundations rather than quick wins. Provide real content, real structure, and real value. That’s how you build something that doesn’t collapse every time Google sneezes.

A Financial Philosophy Built on Growth

Today, Martins’ income mainly comes from his salary as CEO, but he’s increasingly shifting toward dividend-based wealth growth. Most of Martins’ monthly spend goes to one thing: family. He’s married and a father of three. It’s about travel, experiences, and memories. No flashy cars. No overhyped real estate. Martins makes careful decisions that buy him time, presence, and headspace. Martins isn’t someone who spends recklessly, but he does reward himself with meaningful purchases. For example, he owns a Rolex watch, purchased to celebrate his first dividend payout. For Martins, it’s symbolic and represents a milestone rather than luxury for luxury’s sake.

While SEO is his main focus, Martins isn’t shy about exploring other avenues. One of his recent investments is a startup aimed at reducing plastic waste. His investment portfolio also includes cryptocurrencies like Bitcoin and Ethereum, along with a selection of stocks. However, he’s not the type to obsess over charts or check prices daily.

Notably, Martins manages all of his finances himself. He doesn’t have a financial advisor because he prefers to understand where every euro goes. It’s about control and learning from every win and every mistake.

Final Thoughts

Martins started with €100 a month from a fish factory. And now he runs one of the leanest, sharpest iGaming affiliate businesses in Europe. It’s not just a story of survival. It’s about building smart and spending even smarter. Also, his story is more than just about iGaming or affiliate marketing success, it’s about building a life that balances professional ambition with personal fulfilment.

Want More From Martins? Follow him on LinkedIn, subscribe to Media 24’s updates. And we’ll be back to spill more marketing tea.

Сообщение SCAM, MONEY, SEO: Martins Lasmanis VS Googlepocalyps появились сначала на Peaky Ads Agency.

EVADAV AD NETWORK

At its core, EVADAV AD NETWORK delivers a highly flexible suite for traffic monetization. You get pop and push notifications ads, banners, native and in-page ads — all optimized by CPM, CPC, CPA, and revenue share models. It’s one of the few platforms that supports the majority of marketing verticals: from VPN to finance, from iGaming to e‑commerce. With over 150 ad network integrations and a slew of exclusive offers, this platform is a real catch. EVADAV AD NETWORK was listed in the top 20 ad platforms worldwide.

EVADAV PERFORMANCE

This is where media buying gets serious. Designed for advertisers with CPA and RevShare objectives, EVADAV PERFORMANCE makes the most of in-house R&D and media buying expertise to optimize large-scale campaigns. Benefit from dynamic budget optimization, exclusive advertising offers, and data-driven adjustments that maximize your campaign performance and ROI.

EVADAV MOBILE APPS

Not an afterthought, but a full-service branch: in-house development for iOS and Android, concentrating on utilities, VPNs, and AI apps. EVADAV MOBILE APPS isn’t just agency work, but first-party product development, distribution, and scaling into global app markets.

EVADAV SEARCH ARBITRAGE

Another strength of the platform — algorithmic media buying across Google and Yahoo feeds using AFD/AFS (RSoC) setups. EVADAV SEARCH ARBITRAGE is a tech-heavy white vertical with direct partnerships, proprietary infrastructure, and optimized bids, limitless resources and broad expertise in monetizing search traffic.

EVADAV ACADEMY

This is a true training ground for tomorrow’s ad-tech leaders. Based in Prague and Warsaw, EVADAV ACADEMY offers mentorship, real-case experience, and an immersion into their operational playbooks. For any aspiring digital marketer, it’s like an in-house MBA in a media buying academy.

In its entirety, EVADAV isn’t just “another network.” It’s a full-stack ad powerhouse built on vertical depth, pricing flexibility, and strategically scaled expertise.If you’re ready for a career change, it’s your chance to begin a new journey with EVADAV. Explore open positions and join a dynamic team committed to innovation and excellence.

Registration and dashboard

Getting started with EVADAV feels less like wrestling with paperwork and more like diving straight into performance — and that slick onboarding experience is a recurring highlight in customer reviews. To kick things off, you will need to choose between publisher/advertiser profiles based on your needs and provide an email:

As you sign up, you’ll receive an email with the next steps, along with a promo code for an extra $10 to your balance. Once you’ve verified your account, a dedicated manager will be assigned to assist you in getting started.

To run your ad campaigns, you need to top up your balance with a minimum deposit of $100. The list of accepted payment methods is actually huge and includes all the popular systems such as PayPal, Paxum, Payoneer, Neteller, Skrill (and many more), plus crypto and wire transfers.
In a special collaboration with Peaky Ads, EVADAV is offering a limited-time bonus.

Use promo code «peakyads» on a $200 deposit and unlock additional $25.

The dashboard in general is very intuitive: it lists all the tabs one needs on the left-hand side of the screen — creatives, targeting, metrics — all on one page and just a click away.  Creating a campaign is within a single page: choose your format, geo, budget, creatives, and tracking macros, hit save, and you’re good to go.

Beyond setup, the dashboard is rich in analytics. Real-time stats, macros, and traffic source breakdowns help you spot underperformers and quickly change your approach. A manager’s suggestions (like recommending fitting traffic sources) often pop up right alongside your dashboard options:

EVADAV’s FAQ for advertisers and publishers is a whole hub  in itself: this resource is designed to get you up and running fast — whether you’re a beginner or a seasoned pro.

• Information on supported formats.
• Details on acceptable creatives and prohibited content.
• Insights into geographic, device, and browser targeting.
• Instructions on campaign moderation, frequency capping, and blacklisting.
• Assistance with code installation and widget setup for publishers.
• Tips on maximizing earnings through effective ad placement.

Whether you’re setting up your first campaign or optimizing an existing one, this guide has you covered. If you have any remaining questions, you can always contact your personal manager through your account or reach out to the support team via Skype, Telegram, or email.

EVADAV’s Ad Formats

When you dive into EVADAV AD NETWORK, you’re stepping into a whole toolbox of formats designed to work in perfect harmony — whether you’re monetizing a site or launching a campaign. Let’s run a quick breakdown of how each format delivers value.

Popunder

• For publishers: these ads open behind the main window, ensuring visibility without disrupting the user. Easy to integrate, adaptive across devices, and based on CPM — you earn per impression while maintaining UX integrity.
  
• For advertisers: popunders deliver results with high CPM rates and solid conversion in niches like igaming, finance, dating, and sweepstakes. It’s a format with solid traffic volume and scaling potential.

Push Notifications

• For publishers: a push subscriber base is game-changer — these instant notifications bypass ad blockers and land directly on user devices.
  
• For advertisers: with over 2–3 billion daily impressions, push gives you direct access to opted-in audiences. Low CPC and high CTRs make it perfect for more assertive campaigns across dating, gambling, finance, and utilities verticals.

In‑Page Ads

• For publishers: like a well-placed billboard — non-intrusive, iOS-friendly, and friction-free. With no opt-in needed, these are seamless monetization on autopilot.
  
• For advertisers: it feels native to readers but performs even better than push—CTR is reported to be 25% higher. Ideal for traffic-sensitive verticals.

Native Ads

• For publishers: these blend in so well they feel like an editorial piece — non-disruptive, but still labelled to prevent banner blindness.
  
• For advertisers: native formats deliver CTRs up to eight times higher than banners. Perfect for long-term content campaigns, especially in finance and e-commerce verticals.

And a special mention — programmatic integration. If you want automation, EVADAV , as a programmatic ad platform supports programmatic routes — APIs and RTB-ready integration to accelerate bidding, simplify workflow, and tap premium inventory. Ideal for scaling at professional speed.

These formats aren’t just diverse — they’re complementary. Publishers can seamlessly  maximize earnings while maintaining UX integrity. Advertisers can tailor each format, leveraging volume to match campaign objectives for different verticals.

EVADAV TRAFFIC GROUP Pros & Cons: Is This Ad Network Right for You?

To talk about pros and cons of EVADAV AD NETWORK , we will rely on users’ opinions that can be found online, because it’s one thing to flip through the catalogue of ad formats, and it’s another to actually launch ad campaigns or integrate ads into your web resources.

As for the upsides, users note the following:

• High‑quality, convertible traffic: many users report strong ROI, especially in verticals like finance, dating, and e‑commerce — a key indicator of their targeting quality.
• Flexible ad formats and powerful targeting: whether it’s pops, push, native, banners, or in‑page messaging, and CPC to CPA models — EVADAV offers the full toolkit to support diverse campaign strategies.
• Responsive and professional support: marketers mention timely responses and hands‑on help.
• Beginner‑friendly platform: the interface is clean and intuitive, with built‑in analytics that make campaign monitoring a breeze — even for newcomers.
• Welcoming small publishers: this ad network for publishers has no minimum  thresholds and a friendly entry for indie bloggers and niche sites, but they can yet scale easily when they are ready.
• Cutting‑edge infrastructure and modern tech stack: up‑to‑date mobile ad delivery systems, efficient review processes, and a proactive technical team.
• The referral program: users also mention it as a solid plus, quoting “$50 for advertisers spending $500+, 5% from publishers’ spend”.

And by way of weaker points, there are mentions of a learning curve (the network is extensive and it might take some time for a newcomer to fully navigate its services), higher competition in certain popular verticals (like dating or iGaming), which can affect margins, and the lack of a WordPress plugin, though most users still find the integration manageable through existing third‑party plugins or header tag tools.

Conclusion

EVADAV TRAFFIC GROUP is a powerful, all-around solution for those who want more than just a simple ad network. It’s a cluster of companies  that combine media buying expertise, extensive ad format options, specialized divisions, and education initiatives — designed to maximize profits across numerous verticals. Whether you’re a publisher looking to monetize your inventory or a media buyer searching for high-converting campaigns, EVADAV brings a scalable, flexible approach backed by years of industry expertise.

Сообщение EVADAV TRAFFIC GROUP Review 2025 появились сначала на Peaky Ads Agency.

The post explains the core difference between short-term SEO tactics and the process of building long-term digital products. Below, you’ll find out why MightyTips and SlotsJudge stand out, what defines an actual SEO product in 2025, and why technical execution without product thinking is no longer enough!

In the article, you’ll find expertise from:

• Evgenii Aralov, CEO of SEOBROTHERS
• Eugene Ravdin, Head of PR at SEOBROTHERS
• Jekaterina Dubnicka, Head of Marketing at SlotsJudge

Why do SEO products need to be more than just websites?

The SEOBROTHERS team doesn’t treat SEO as a standalone activity. It’s part of the product lifecycle. Their core principle is that rankings, traffic, and revenue should emerge from building something meaningful—something users trust and want to return to.

This means structured architecture, editorial credibility, ongoing content operations, and a recognizable brand. The focus is not on manipulating algorithms but on building ecosystems.

Benchmarking product-led SEO vs affiliate-first sites

SEOBROTHERS tracks how various industry players have fared over the past year. The performance differences between product-led and thin affiliate sites are more evident than ever.

How editorial strategy shapes modern SEO success

When Eugene Ravdin moved from editorial work at UEFA.com to SEOBROTHERS, he brought a reader-first mindset that fits the current trajectory of Google’s ranking philosophy.

Google has raised the bar. Simply matching keywords to pages is no longer sufficient.

Instead, relevance is determined through:

• Authorship and accountability
• Real topical expertise
• Clarity of purpose
• Internal coherence and hierarchy
• Clean technical execution

Editorial quality and SEO are no longer separate workflows; they’re now aligned.

MightyTips: example of a modular, multilingual SEO product

MightyTips is structured like a knowledge base for new or casual sports bettors. Its value lies in simplifying complex markets and helping users find trustworthy bookmakers.

Core features of MightyTips:

• Educational content on betting types and strategies
• In-depth sportsbook reviews with UX breakdowns
• Daily match predictions with tipster performance tracking
• Localization and full native-language support

“MightyTips isn’t for sharp bettors. It’s for regular people who want to understand how betting works, and do it confidently.” — Eugene Ravdin.

SlotsJudge: using slot reviews as primary traffic drivers

SlotsJudge avoids aggressive bonus-driven acquisition and focuses instead on product exploration. Slot games are treated as discovery tools that lead to conversion, not just as monetization units.

“We guide users through the slot experience first. If they enjoy it, they’re more likely to register. That’s a better signal than chasing clicks with coupons.”  — Jekaterina Dubnicka.

The editorial direction includes:

• Interactive demo modes
• Hands-on slot reviews
• Custom video content
• Feature breakdowns (RTP, volatility, special mechanics)

“This isn’t gamification for show. We’re connecting it directly to engagement metrics and retention curves.” — Jekaterina Dubnicka.

How do you scale content production with AI workflows?

SEOBROTHERS uses AI, but not to automate content unthinkingly. Instead, they treat AI as a toolset for structured drafting and internal testing.

“We use ChatGPT, DeepSeek, and other models. However, the outcome is shaped by our templates, quality controls, and editorial review. It’s not set-and-forget.” — Evgenii Aralov

Content production flow includes:

• Prompt scripting for intent-based page structures
• Consistency in terminology and formatting
• Human rewriting and expert validation
• Technical QA: schema, linking, metadata

Key insight: AI-generated content can match or exceed human-written content—if embedded within editorial logic and refined with intent.

SEOBROTHERS’ 2025 link-building framework

Their link acquisition strategy focuses on minimizing risk while building defensible authority. Volume is deprioritized in favor of contextual placement and long-term domain trust.

“The page context matters more than domain context. A clean blog post with one natural link outperforms a ‘topical’ homepage loaded with backlinks.”

How do you launch an SEO product from scratch?

Today, launching a platform like MightyTips isn’t an agency project; it’s a capital investment. The landscape is more competitive, the benchmarks are higher, and product expectations are real.

“You’d need at least $500,000 to build something like MightyTips. It’s not a question of getting a writer and buying links. It’s an operating business.” — Evgenii Aralov.

Key requirements for SEO products:

• Technical SEO and IA team
• Product and content leads
• Editors with niche literacy
• Visual and UX support
• Budget for PR, link development, and tooling
• A two-year time horizon before break-even

Why does fundamental SEO now look like product development?

If there’s a single takeaway from this conversation, Google no longer rewards SEO hacks. The ranking environment favors platforms with substance—operationally, editorially, and structurally.

“We’re not building pages. We’re building brands, media, and systems. That’s what it takes to remain competitive now.”  — Evgenii Aralov.

What SEOBROTHERS is doing isn’t so-called “advanced SEO.” It’s cross-functional product thinking applied to content ecosystems.

Conclusion

Building an SEO product today means focusing on structure, quality, and long-term user value. 

The SEOBROTHERS expertise shows that sustainable growth comes from strong content systems, real editorial processes, and investment in the brand, not shortcuts

Сообщение How to Build SEO Products That Rank? SEOBRTOTHERS’ Expertise появились сначала на Peaky Ads Agency.

In this article, based on the “Where’s My Money?” podcast by Peaky Ads featuring Brendon Spiteri, Affiliate & SEO expert,  and hosted by Vasilii Gamov, CEO of Peaky Ads, you’ll learn how to build a boutique affiliate network that delivers sustainable ROI, deeper partnerships, and superior traffic quality.

What is a boutique affiliate network?

A boutique affiliate network is defined by selectivity and strategic focus. Rather than onboarding hundreds of affiliates with varying performance, the boutique model prioritizes deep relationships with fewer trusted, high-performing partners.

“Working with 30 strong affiliates is far more effective than trying to manage 300 average ones.” – Brendon Spiteri.

This model emphasizes performance, transparency, and manageable growth, making it ideal for companies that want to scale smart.

Why choose the boutique model?

• Focused growth.
  A boutique network allows you to scale not by expanding your affiliate list, but by maximizing value from existing partners. This approach ensures better resource allocation, deeper partner understanding, and ultimately, stronger results.
  
  
• Enhanced traffic quality.
  When the volume is low, the atrus is high, and it is easier to monitor traffic sources, detect anomalies, and avoid fraud. According to ClickGuard, open affiliate networks experience four times more fraud incidents than closed or boutique ones.
  
  
• Better relationships.
  Having fewer affiliates allows the managers to offer greater one-on-one assistance. That includes advice on funnel optimization, GEO targeting, campaign management, and even direct feedback on conversion tactics.

Affiliate recruitment and onboarding

Picking affiliates for a boutique network involves doing due diligence and building relationships. While open registration may be allowed, the path from sign-up to activation is far more rigorous.

“Everyone registers through our site, but I always insist on a call. I need to understand your funnel and intentions before proceeding.” – Brendon.

If an affiliate is unknown, a small test cap (e.g., 20 FTDs) is arranged, followed by a performance review and feedback. Those who perform well and demonstrate transparent traffic can scale further.

Metrics that Matter

Operators and affiliates often evaluate success through different lenses. Boutique networks bridge this gap by understanding and aligning both perspectives.

“If a publisher brings 20 solid FTDs with high retention, that can be more valuable than 200 low-quality leads.” – Brendon

Platform capabilities and data strategy

A boutique network must offer accurate and timely performance data to deliver value to affiliates. Brendon’s network operates on a proprietary platform designed for flexibility and transparency.

Key platform features include

• Real-time postback support for registration, FTD, and qualification.
  
• GEO-based performance benchmarks (e.g., click-to-deposit rates).
  
• Traffic source tagging for PPC, SMS, Facebook, SEO, and more.
  
• Granular reporting and feedback for both affiliates and operators.

This allows publishers to benchmark their traffic, adjust strategies, and confidently enter new markets.

Top performing GEOs and traffic sources

Boutique networks are often more agile in responding to GEO trends. Brendon highlighted the following as current strong performers:

Top GEOs:

• Nordic countries.
  High conversion and CPA rates (up to €400+).
  
  
• GCC region.
  Rising interest from operators and increasing player value.
  
  
• Latin America.
  High traffic volume, better suited for CPA than revenue share.

Best performing sources:

• PPC (Google Ads) remains the strongest, despite challenges with account bans
  
• SMS traffic is unexpectedly effective in Scandinavia and Africa
  
• Facebook and in-app traffic are becoming viable alternatives as PPC becomes riskier.

“Even some operators were surprised at how well SMS traffic performed in Finland and Sweden.” – Brendon.

Fraud prevention and quality control

Due to the smaller partner list and closer relationships, fraud detection and traffic quality control significantly easier in a boutique setting.

Scaling the boutique: strategies

Scaling doesn’t mean abandoning the boutique approach. Instead, it means doing more with less.

Scalable strategies include:

• Offering more brands and deals to the same affiliates
  
• Expanding into new GEOs through partner testing
  
• Supporting vertical diversification (e.g., adding SEO or app-based funnels)

“We grow by staying on top of market trends, onboarding new operators, and giving affiliates deals as soon as markets open up.” – Brendon.

Revenue models and profit margins

Boutique affiliate networks typically aim for a 10–20% margin depending on deal type, affiliate leverage, and traffic quality.

Negotiation plays a significant role. The affiliate’s leverage (i.e., traffic quality and scale) often determines how much margin the network can retain.

“If the affiliate brings quality, they get what they ask for. But we can negotiate hybrid deals that benefit both sides.” – Brendon.

Operating costs and profitability

Boutique networks often maintain lean operations, which helps preserve profitability despite modest margins.

Typical boutique team structure:

• 2–3 affiliate managers
  
• 2 in-house developers
  
• No external media spend or large overheads.

“We invest in relationships and technology, not in massive advertising. Most leads come from events, panels, and personal recommendations.” – Brendon.

Common mistakes to avoid

Building a boutique network is not without risk.

Brendon warns of several common pitfalls:

1. Lack of operator relationships.
   Without trust, you won’t get good deals.
   
2. Scaling too fast.
   Managing 100 affiliates with a small team can dilute quality.
   
3. Ignoring traffic source clarity.
   You can’t protect your reputation if you don’t understand your partner’s funnel.
   
4. Failing to onboard properly.
   Circumventing the vetting process leads to poor conversions and damaged relationships.

“Your reputation with operators is everything. If you don’t have it, you’ll get poor deals and miss out on the top affiliates.» – Brendon.

Conclusion

A boutique affiliate network isn’t a smaller-scale version of a traditional one — it’s an alternate model. Instead of volume, it’s founded on trust, accuracy, strategy, and relationship.

For affiliate managers and entrepreneurs looking to build something long-lasting in the iGaming space, boutique networks offer better traffic quality, higher partner loyalty, stronger operator relationships, lower exposure to fraud, and sustainable margins.

To stay updated with the latest insights in digital marketing and iGaming, follow the Peaky Ads Blog and subscribe to our YouTube channel!

Сообщение How to Build an Affiliate Network in iGaming? появились сначала на Peaky Ads Agency.

On Peaky Ads’ podcast, its CEO, Vasilii Gamov, and iGaming Sales Expert, Olalekan Joseph Oyekunle, elucidated the dynamics currently shaping the Senegalese iGaming market. 

In this piece, the PeakyAds team will recap what they had to say while providing background and analysis.

Market Overview: Rapid Growth with Centralized Regulation

In Senegal, gambling is regulated by two main governmental entities: the Ministry of Interior and the Ministry of Economy and Finance.

They oversee compliance and licensing. LONASE also has a unique position, monopolizing the nation’s lotteries and sports betting. As Joseph explained: «LONASE is the primary gatekeeper of Senegal’s internet gambling market. Without them, access is not possible.»

Legal gambling formats include:

• Lotteries (state-controlled)
  
• Sports betting (monopolized by LONASE)
  
• Casino gambling (licensed venues)
  
• Poker (only within licensed casinos)

This tightly controlled environment poses both a challenge and an opportunity — while access is restricted, the centralized framework offers clarity and structure for those who enter.

Sports Betting: Dominant Vertical in the Region

Sports betting is by far the most dominant vertical in Senegal. Football, in particular, is deeply embedded in the culture.

A 2022 study revealed that approximately 29.09% of the population actively participates in sports betting. An estimated population of around 18 million translates to roughly 6 million bettors, a substantial and engaged user base.

The data displays a variety of accounts of gambling behavior:

• 63.26% are motivated by the desire to make money
• 20.56% get a thrill from the game
• 32.81% are more inclined to watch sports after placing a bet

This emotional engagement provides a powerful user retention incentive. Individuals don’t simply bet; they invest, support, and interact with their games and teams on a deeper level.

Alternative Betting Niches

Football is the crowd favorite, but it’s not the only game in town. Emerging verticals include:

• Crash games, especially Aviator, are what Joseph calls “the most attractive vertical to players.”
  
• Virtual sports and table games
  
• Basketball and cricket, which are gaining ground among younger audiences

For more minor affiliates and niche operators, these less saturated segments offer viable entry points into the market.

Market Competition: Space for New Entrants

Despite the booming interest in betting, the market is not yet saturated.Currently, the most dominant international operator is 1xBet, with only a handful of local platforms.

Unlike more mature markets like Kenya or Nigeria, Senegal offers a «first-mover advantage» for well-prepared operators. The regulatory gate is strict, but the field is open.

Licensing Process in Senegal

Entering the market legally requires a structured approach:

1. Register a local company
   
2. Submit a comprehensive business plan.
   
3. Apply through LONASE for a license.
   
4. Deposit a minimum guarantee (financial security for player payouts)

This relatively swift process appeals to new entrants, especially those who are flexible and willing to localize their approach.

Payment Infrastructure: Mobile Money Domination

Just as in many parts of Africa, mobile money is the foundation of financial transactions in Senegal. 

Local services include:

• Orange Money
  
• Wave
  
• Free Money

“Mobile money platforms dominate the payment landscape. They are essential for deposits and withdrawals,” said Joseph.In 2022 alone, mobile transactions in Senegal reached a staggering 12 trillion CFA francs, showcasing how integral mobile payments are to daily life and the iGaming experience.

Effective Marketing Strategies for Senegal

Marketing in Senegal requires a highly localized and culturally sensitive approach. The following strategies have proven most effective.

Mobile marketing

SMS campaigns and app notifications work well due to the universal use and limited internet bandwidth.

Social media advertising

Platforms like Facebook and Instagram allow precise targeting. However, crafting messages that resonate with local culture and languages is essential.

Influencer and affiliate marketing

“Influencers today prefer fixed payments over revenue share. Operators must allocate budgets to attract and retain them,” Joseph explained.

Operators like 1xBet structure collaborations using contractual agreements with clear KPIs, such as the number of FTDs (First-Time Depositors).

Offline promotion

Traditional channels still work well:

• TV and radio ads
  
• Billboards
  
• Street activations using brand ambassadors to engage with the public

“We send young, energetic people into the streets to promote the brand. It’s very effective here,” said Joseph.

Localized content

Offering content in French and local dialects enhances trust and engagement. Operators should invest in regionally relevant branding and communication.

Challenges vs. Opportunities in Senegal’s iGaming Sector

As with any emerging market, there are challenges and opportunities in Senegal’s iGaming industry. Operators must be ready to work around a draconian regulatory framework and compete with several existing operators. But the nation’s young population and nascent digital infrastructure offer compelling reasons for those willing to be flexible.

Key challenges

• Regulatory compliance, especially for offshore operators
  
• High competition from dominant players like 1xBet
  
• Limited transparency in licensing costs and procedures

Key opportunities:

• A growing young and digital-native population
  
• Increasing smartphone penetration
  
• Underserved verticals like crash games and local sports
  
• Room for custom-tailored partnerships with local influencers and affiliates

Joseph summarized it well: “The major challenge is compliance, but the opportunities lie in the receptive audience and the growth of digital infrastructure.”

Vasilii and Joseph emphasized the importance of mutual trust and shared responsibility in influencer relationships. Prepayment should be partial, based on clear contracts and deliverables: “Know your partner, then pay 50–60% upfront. Balance the rest after targets are met,” Joseph advised.

Conclusion

Senegal provides a vibrant, rapidly developing iGaming market ripe for innovation. Operators can establish foundations for success by learning local law, developing culturally sensitive marketing drives, and investing in online and offline media.

Vasilii concluded, “Senegal is a breath of fresh air in the African iGaming ecosystem. If you do it right, there’s space, demand, and a path.”

Stay tuned with Peaky Ads for more insights and cooperate with us to boost your marketing efforts to the moon!

Сообщение Senegal’s iGaming Landscape: Opportunities, Challenges, and Growth Strategies появились сначала на Peaky Ads Agency.