Over the past couple of years, iGaming companies have watched as the landscape has continued to evolve and become ultra-competitive; many have moved to scramble for the acquisition and retention of players within an increasingly regulated environment.
But aside from large marketing budgets and aggressive promotions, several companies have committed some classic mistakes that have been self-defeating in their efforts. Starting from poor user experience and excessive dependence on bonus action up to a lack of accountability and responsible gaming, all this has led to several fines, high churn rates, and reputational damage.
In this blog, iGaming industry thought leaders make a contribution by giving their view on the top marketing blunders made by iGaming companies and actionable advice on how to sidestep these costly pitfalls in coming years.
Prioritize User Experience
In my experience, one of the biggest marketing mistakes iGaming companies have made in the past two years is relying too heavily on aggressive promotions without enough emphasis on user experience. I’ve seen brands pour huge budgets into bonus offers and flashy campaigns, thinking they can outspend competitors. However, this often leads to high acquisition costs without retaining customers—a critical misstep in a saturated market.
Another major pitfall I’ve noticed is poor targeting, especially when compliance isn’t prioritized. I’ve worked with brands that ignored stricter regulations, especially around responsible gaming, leading to significant fines and reputational damage. When brands cut corners on compliance, it backfires—legally and in building trust with players.
Many companies fail to create unique value propositions. With many platforms offering similar games, simply pushing bonuses and loyalty programs isn’t enough. Successful companies focus on building long-term relationships by offering something distinct, whether through personalized experiences or better customer support. Those who missed this mark are now struggling to maintain relevance as user expectations continue to rise.
Nicholas Robb, Head Honcho, Design Hero
Balance Promotions With Safety
With increased regulations and scrutiny, it’s become essential to balance promotions with a clear commitment to player safety. Companies that overly focus on bonuses or winnings without addressing responsible-gaming risk damaging their reputation and facing regulatory consequences. The most successful iGaming brands I’ve worked with have made responsible gaming central to their marketing, which builds trust with players and meets legal standards.
Another mistake has been an overreliance on paid advertising. While paid ads can bring in short-term gains, they’ve become incredibly expensive and competitive, especially in saturated markets like Europe. iGaming companies that pour their budgets into ads without investing in long-term strategies like SEO or influencer partnerships often see diminishing returns. I’ve seen clients get better results by shifting their focus to organic growth, creating valuable content, and collaborating with influencers to build more authentic connections with their audience.
Lastly, many iGaming companies fail to personalize the player experience. Sending generic offers or promotions to all users misses the opportunity to boost engagement and retention through tailored messaging. Companies that use player data to deliver personalized bonuses, game recommendations, and communication have a significant edge in retaining loyal customers. Ignoring personalization results in missed opportunities for deeper engagement and long-term player loyalty.
Connor Gillivan, Entrepreneur, Owner & CMO, AccountsBalance
Prioritize Retention Strategies
One of the biggest marketing mistakes I’ve seen iGaming companies make over the past couple of years is over-reliance on bonuses and promotions without fostering long-term loyalty. While aggressive promotions drive sign-ups, they don’t build lasting relationships. This leads to high churn rates and unsustainable growth. Companies that neglect to invest in retention strategies, such as personalized experiences or VIP programs, often struggle to maintain user engagement.
Another common mistake is the failure to adapt marketing strategies to comply with tighter regulations in different markets. Some companies have continued with aggressive advertising or poorly targeted campaigns, resulting in fines or restrictions. Adapting marketing strategies to be compliant and value-driven is not just a necessity but a crucial factor for long-term success in this highly regulated space.
Successful iGaming companies focus on acquisition and meaningful engagement, regulatory compliance, and customer retention strategies that foster trust and brand loyalty.
Tom Edwards, Founder, Bit Quirky Consulting
Comply With Regulations
One major mistake has been the failure to comply with regulatory requirements. Many companies rushed to launch campaigns without fully understanding the legal landscape, leading to penalties and damaged reputations.
Another common error is neglecting responsible gaming messaging. While attracting new players is crucial, not emphasizing responsible-gaming practices can alienate a significant audience segment and create a negative brand image. Marketers need to balance promotion with education to foster a sustainable gaming environment.
A lack of personalization in marketing strategies has also held many iGaming companies back. With so much data available, failing to tailor messages to specific audiences can lead to lower engagement rates and missed opportunities. Marketers should leverage data analytics to segment their audience and deliver relevant content.
Underestimating the importance of mobile optimization has been a significant oversight. As more players use mobile devices, ensuring a seamless experience across all platforms is essential for customer retention and satisfaction. By addressing these pitfalls, iGaming companies can enhance their marketing strategies and build stronger connections with their audience.
James Parsons, CEO, Content Powered
Target Customer Engagement
Inadequate compliance with regulations, leading to fines; ignoring the significance of responsible-gambling messaging; relying excessively on influencer marketing without adequate vetting; and ignoring personalized customer experiences are just a few of the major marketing blunders made by the iGaming industry over the past two years.
These mistakes can alienate players, damage a brand’s reputation, and result in legal problems. To avoid these issues, it is important that iGaming companies place a high priority on responsible-gaming operations, regulatory compliance, and genuine client involvement.
James Owen, Co-Founder & Director, Click Intelligence
Personalize Campaigns
One of the biggest marketing mistakes I’ve seen iGaming companies make recently is neglecting personalization in favor of broad, generic campaigns. With so many advanced tools for segmenting audiences, there’s really no excuse for a one-size-fits-all approach. Yet, many companies still blast out the same offers to every player, regardless of their gaming habits or preferences.
We get the results that players feel like just another number and tune out. iGaming thrives on engagement and loyalty, so failing to connect on a personal level is a huge miss. A tailored experience can be the difference between a player sticking around or bouncing to a competitor. In a space where user experience is everything, this oversight can cost companies more than they realize.
Harmanjit Singh, Founder & CEO, Website Design Brampton
Build Brand Loyalty
One of the biggest marketing mistakes iGaming companies have made recently is over-reliance on aggressive promotions, like endless bonus offers or flashy welcome packages. Sure, those grab attention short-term, but they often lead to high churn rates. Players sign up for the bonuses, enjoy the quick win, and then disappear. It’s a short-sighted tactic that doesn’t build real loyalty or long-term engagement. You can only throw so many free spins at people before they tune out or bounce to the next platform offering a shinier deal.
Another common mistake is failing to localize content properly. iGaming is a heavily regulated industry, and companies often try to copy-paste their marketing strategies across different regions without adapting to the local culture, language, or even regulatory nuances. This creates a disconnect with players who expect a more tailored experience. For example, messaging that works well in the U.K. might completely flop in Germany, where the rules and player preferences are very different.
And let’s not forget about the misuse of celebrity endorsements or influencers. Some companies have tried partnering with big names who don’t actually align with their brand or audience. It feels forced, and players can sense when it’s just a cash grab versus a genuine partnership.
So, the takeaway? Focus on building long-term engagement strategies, localize your content, and be smart about who represents your brand. It’s not just about attracting players, it’s about keeping them.
Thomas Moussafer, Co-Founder