Gambling.com Group Bundle
What is Gambling.com Group's Sales and Marketing Strategy?
Gambling.com Group has strategically evolved from a sports content provider to a leading performance marketing company in the iGaming sector. Its acquisition of Casinos.com in 2023 and Odds Holdings in 2025 highlights a clear focus on premium assets and market expansion.
The company's sales and marketing approach is deeply integrated with its data-driven performance marketing model. It leverages a vast network of over 50 websites across 17 markets to drive targeted traffic and conversions for its partners.
What is the sales and marketing strategy of Gambling.com Group?
Gambling.com Group's strategy centers on acquiring high-value domain names and utilizing sophisticated performance marketing techniques to drive traffic and revenue. The company's revenue streams are increasingly diversified, with subscription revenue making up 24% of its total in Q1 2025, and recurring revenue accounting for 50%. This indicates a strong shift towards predictable income. The company reported full-year 2024 revenue of $127.2 million, a 17% increase year-over-year, and projects 2025 revenue between $170 million and $174 million. This growth is fueled by strategic acquisitions and a robust marketing engine that effectively reaches its target audience across multiple digital platforms. Understanding the Gambling.com Group BCG Matrix can further illuminate its product portfolio's strategic positioning.
How Does Gambling.com Group Reach Its Customers?
Gambling.com Group's sales strategy is fundamentally built on an online affiliate marketing model. This approach focuses on driving New Depositing Customers (NDCs) to online gambling operators through its network of informational websites. The company's success is directly tied to its ability to attract and convert users interested in online gambling.
Affiliate Marketing as Primary Sales Channel
The core of the Gambling.com Group business model relies on performance-based affiliate marketing. This involves referring NDCs to partners and earning revenue based on these referrals.
Informational Web Portals Network
The company operates a diverse portfolio of websites, including Gambling.com, Bookies.com, and Casinos.com. These platforms provide users with comprehensive reviews, news, odds, and comparisons to aid their decision-making.
Strategic Market Expansion and Acquisitions
The company has strategically expanded its reach, notably entering the US market after the repeal of PASPA in 2018. Key acquisitions, such as RotoWire.com and OddsJam, have diversified its offerings and revenue streams.
Diversification into Data Services and Subscriptions
Recent acquisitions have broadened the company's scope beyond pure affiliate marketing. It now offers consumer subscription products and enterprise clients, positioning itself as a marketing and sports data services provider.
The company's sales and marketing strategy has evolved significantly, driven by market opportunities and strategic acquisitions. In Q1 2025, the marketing business saw a 13% growth, delivering over 138,000 NDCs, a 29% increase year-over-year. The sports data services segment quadrupled its revenue in the same quarter, contributing $9.9 million, a 405% rise, largely attributed to the acquisition of Odds Holdings. This strategic move has resulted in subscription revenue accounting for 24% of total Q1 2025 revenue, with recurring revenue making up 50%. The revenue models employed are primarily Cost Per Acquisition (CPA), revenue share, and hybrid models, with hybrid models representing 29% of performance marketing revenues in 2023. These efforts are amplified through content distribution deals with major media companies, enhancing its reach and customer acquisition capabilities. This strategic approach to growth is further detailed in the Growth Strategy of Gambling.com Group.
Key Performance Indicators and Partnerships
The company's performance is tracked through key metrics like NDCs and revenue growth. Strategic partnerships with media companies are crucial for expanding its market presence and driving customer acquisition.
- Over 476,000 NDCs delivered to partners in 2024.
- Sports data services revenue quadrupled in Q1 2025.
- Subscription revenue constituted 24% of Q1 2025 total revenue.
- Recurring revenue represented 50% of total revenue in Q1 2025.
- Hybrid models accounted for 29% of performance marketing revenues in 2023.
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What Marketing Tactics Does Gambling.com Group Use?
The sales and marketing strategy of Gambling.com Group is deeply rooted in digital performance marketing, leveraging a sophisticated content-driven approach to attract and convert users within the online gambling sector. Their primary focus is on building brand awareness and generating high-intent leads through an affiliate model.
Content Marketing Excellence
A significant part of their strategy involves creating a wealth of original content. This includes news, odds, statistics, promotional offers, app rankings, and in-depth comparisons of online casinos and sportsbooks.
Search Engine Optimization (SEO) Mastery
Given their reliance on organic traffic, SEO is a critical component. The company employs specialists to optimize website content, architecture, and link-building to achieve high search engine rankings.
Data-Driven Decision Making
The marketing approach is highly data-driven, allowing for continuous tracking of content performance and strategy refinement to ensure an optimal user experience.
Leveraging Advanced Sports Data
Following the acquisition of Odds Holdings, Inc. in January 2025, the integration of OddsJam's real-time odds data technology has significantly boosted their performance marketing capabilities.
Diversified Revenue Streams
This strategic acquisition not only enhances analytics and user engagement but also diversifies revenue through a predictable subscription model, projected to contribute over 20% of their 2025 revenue.
Channel Distribution
Content is strategically distributed across various channels, including email marketing newsletters, social media platforms, video content, and through strategic content partnerships.
Advanced SEO Tools and Analytics
To maintain and improve their search engine visibility, the company utilizes a suite of advanced SEO tools. These include platforms like SurferSEO, Ahrefs, and SEMrush, complemented by Google Analytics and Google Search Console.
- Website performance tracking
- SEO landscape analysis
- Deriving actionable insights for optimization
- Monitoring backlink strategies
- Optimizing meta descriptions and internal linking
The company's marketing strategy is characterized by its data-driven nature, allowing for precise tracking of content performance and the continuous refinement of strategies to ensure a positive user experience. While specific customer segmentation details are not extensively publicized, the tailored approach to their numerous branded websites, each designed for specific user interests and markets, strongly implies a deep understanding and application of segmentation principles. This focus on user intent and market specificity is key to their iGaming customer acquisition efforts. The integration of advanced sports data solutions, particularly through the acquisition of OddsJam's technology, has significantly enhanced their performance marketing capabilities. This allows for more precise analytics and user engagement tools, contributing to the overall Gambling.com Group sales strategy and reinforcing their position in the online gambling advertising landscape. Understanding the Revenue Streams & Business Model of Gambling.com Group is crucial to appreciating how these marketing tactics directly support their financial objectives and growth.
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How Is Gambling.com Group Positioned in the Market?
Gambling.com Group has established itself as a premier provider of marketing and data services within the regulated online gambling sector. Its brand positioning centers on delivering independent, expert insights and high-quality content designed to guide online gamblers through their initial journey with confidence.
Expertise and Trust
The company's brand identity is built on trust and reliability, offering players informed decision-making through comprehensive reviews and real-time data. This is supported by a tech-first approach and deep industry knowledge.
Content-Driven Approach
Through its portfolio of leading websites, the group provides valuable content such as detailed reviews of online sportsbooks and casinos, alongside live odds and sports data. This content aims to empower users at every stage of their engagement.
Strategic Domain Acquisition
The acquisition and launch of Casinos.com in July 2023, utilizing an ultra-premium domain, signifies a strategic intent to create a category-defining brand for the global casino market.
Industry Recognition
The company's strong brand perception is validated by numerous industry awards, including 'Casino Affiliate of the Year' at the 2024 EGR Operator Awards and being a two-time winner of the EGR Affiliate of the Year award.
Gambling.com Group's brand positioning is further solidified by its consistent delivery of value and innovation, appealing to its target audience through competitive comparisons, promotions, and advanced data solutions. The company's ability to adapt its SEO strategies in response to search engine algorithm updates demonstrates a proactive approach to maintaining its market presence and brand authority. This commitment to excellence and adaptability is a cornerstone of its Mission, Vision & Core Values of Gambling.com Group, ensuring sustained growth and leadership in the competitive iGaming landscape.
Value Proposition
Offers comparisons, promotions, and expert content to attract and retain users. This dual approach of providing tangible benefits and informational value is key to its strategy.
Innovation in Data
Leverages advanced data solutions through brands like OddsJam and RotoWire. This focus on data enhances the user experience and provides a competitive edge.
Brand Consistency
Maintains a consistent brand voice and visual identity across its diverse portfolio of websites. This ensures a unified user experience and reinforces brand recognition.
Market Leadership Ambition
The strategic acquisition of premium domains like Casinos.com underscores the company's ambition to establish category-defining brands and secure market leadership.
Adaptability
Demonstrates agility in responding to market shifts, such as recalibrating SEO strategies to adapt to search engine algorithm updates, ensuring continued visibility.
Award-Winning Reputation
Its status as a multi-award winner, including EGR Affiliate of the Year, reinforces its credibility and excellence in the gambling affiliate marketing space.
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What Are Gambling.com Group’s Most Notable Campaigns?
Key campaigns for Gambling.com Group have been instrumental in shaping its brand and driving growth. These initiatives often focus on strategic launches, significant acquisitions, and industry recognition programs, all aimed at enhancing market position and revenue streams.
Casinos.com Launch
In July 2023, the company launched Casinos.com, a new international flagship brand for the global casino market. This initiative leveraged a prime domain name to offer a premier online destination with free games, expert guides, and informational videos.
Acquisition of Odds Holdings, Inc.
The acquisition of Odds Holdings, Inc. on January 1, 2025, diversified revenue by adding consumer subscriptions and enterprise clients. This move significantly boosted its US expansion in sports data services, enhancing performance marketing capabilities.
American Gambling Awards
The annual American Gambling Awards, with its 2025 program announced in June 2025, celebrates excellence in the US online gambling industry. This campaign enhances brand visibility and credibility by recognizing industry leaders and innovators.
Strategic Growth Drivers
The success of these campaigns is attributed to a relentless focus on execution and the ability to drive high-intent traffic across its global website portfolio. This approach underpins the company's overall Marketing Strategy of Gambling.com Group.
Casinos.com Strategic Goal
The primary goal for Casinos.com was to establish a category-defining brand in the global casino market, driving significant organic growth through a consolidated, premium online experience.
OddsJam Acquisition Impact
The acquisition of Odds Holdings, Inc. led to a quadrupling of sports data services revenue in Q1 2025, reaching $9.9 million and contributing 24% of total revenue, with an expected $14.5 million incremental Adjusted EBITDA in 2025.
American Gambling Awards Objective
This annual program, established in 2019, aims to celebrate and acknowledge excellence and innovation within the US online gambling sector, thereby bolstering industry standards and brand recognition.
Customer Acquisition Channels
The company's marketing strategy effectively utilizes digital marketing efforts, content migration, and industry events to attract and engage its target audience, contributing to its lead generation methods.
Revenue Stream Diversification
By integrating consumer subscription products and enterprise clients through acquisitions, the company has successfully diversified its revenue streams, moving beyond traditional affiliate marketing.
Performance Marketing Enhancement
The acquisition of advanced real-time odds data technology, processing over one million requests per second, directly enhances the company's performance marketing metrics and overall competitive analysis in online gambling.
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