Top 10 Digital Marketing Trends in 2027๐ฅ
Digital marketing is evolving rapidly. AI, changing search behavior, privacy regulations, and immersive technologies are reshaping how businesses reach customers. Staying ahead of these trends can improve visibility, leads, and ROI.
1. AI-Powered Hyper-Personalization
AI enables brands to deliver highly personalized experiences across websites, email, ads, and social media.
Key highlights:
โข Personalized customer journeys
โข Smarter recommendations
โข Higher conversions
โข Better retention
2. Zero-Click SEO
AI Overviews, featured snippets, and knowledge panels increasingly answer searches without clicks. Brands must optimize for visibility, not just traffic.
Key highlights:
โข Optimize for AI search results
โข Build topical authority
โข Use Schema markup
โข Create concise, answer-focused content
3. Voice & Conversational Search
Users increasingly search through smartphones, cars, smart homes, and wearables using natural language.
Key highlights:
โข Target conversational keywords
โข Optimize FAQs
โข Improve local SEO
โข Use natural-language content
4. First-Party Data
With stricter privacy laws and fewer third-party cookies, brands need to build and own their customer data.
Key highlights:
โข Grow email lists
โข Use loyalty programs and surveys
โข Improve segmentation
โข Increase targeting accuracy
5. AI Search Optimization (AISO)
SEO is expanding into AI-powered search. Brands need to become trusted sources that AI systems reference.
Key highlights:
โข Build topical expertise
โข Publish authoritative content
โข Strengthen E-E-A-T
โข Improve entity recognition
6. Short-Form Video
TikTok, Reels, Shorts, and LinkedIn Video continue to dominate attention. Authentic, useful content can outperform polished ads.
Key highlights:
โข Higher engagement
โข Stronger awareness
โข More sharing
โข Greater conversion potential
If youโre already planning your marketing activities for 2027 donโt hesitate to get in touch with me via mail info@makstraffic.com or website makstraffic.com
Digital marketing is evolving rapidly. AI, changing search behavior, privacy regulations, and immersive technologies are reshaping how businesses reach customers. Staying ahead of these trends can improve visibility, leads, and ROI.
1. AI-Powered Hyper-Personalization
AI enables brands to deliver highly personalized experiences across websites, email, ads, and social media.
Key highlights:
โข Personalized customer journeys
โข Smarter recommendations
โข Higher conversions
โข Better retention
2. Zero-Click SEO
AI Overviews, featured snippets, and knowledge panels increasingly answer searches without clicks. Brands must optimize for visibility, not just traffic.
Key highlights:
โข Optimize for AI search results
โข Build topical authority
โข Use Schema markup
โข Create concise, answer-focused content
3. Voice & Conversational Search
Users increasingly search through smartphones, cars, smart homes, and wearables using natural language.
Key highlights:
โข Target conversational keywords
โข Optimize FAQs
โข Improve local SEO
โข Use natural-language content
4. First-Party Data
With stricter privacy laws and fewer third-party cookies, brands need to build and own their customer data.
Key highlights:
โข Grow email lists
โข Use loyalty programs and surveys
โข Improve segmentation
โข Increase targeting accuracy
5. AI Search Optimization (AISO)
SEO is expanding into AI-powered search. Brands need to become trusted sources that AI systems reference.
Key highlights:
โข Build topical expertise
โข Publish authoritative content
โข Strengthen E-E-A-T
โข Improve entity recognition
6. Short-Form Video
TikTok, Reels, Shorts, and LinkedIn Video continue to dominate attention. Authentic, useful content can outperform polished ads.
Key highlights:
โข Higher engagement
โข Stronger awareness
โข More sharing
โข Greater conversion potential
If youโre already planning your marketing activities for 2027 donโt hesitate to get in touch with me via mail info@makstraffic.com or website makstraffic.com
๐25๐24๐ฑ23๐22๐22๐ฅ21
If I Had To Recommend 5 Coursera Courses To A Marketer Who Wants To Become More Data-Driven And Performance-Focused, These Would Be On My List:
1. Google Digital Marketing & E-commerce Professional Certificate
๐ฅA solid foundation across digital marketing, analytics, social media, SEO, SEM and e-commerce.
2. Meta Marketing Analytics Professional Certificate
๐ฅEspecially useful for performance marketers. It goes deeper into campaign analysis, audience segmentation, experimentation and marketing data.
3. Marketing Analytics โ University of Virginia
๐ฅGreat for understanding consumer behavior, segmentation, A/B testing, ROI and how to turn data into marketing decisions.
4. Data-Driven Digital Marketing & Analytics โ University of Illinois
๐ฅA stronger strategic/analytical option for marketers who want to understand how data and technology shape digital marketing.
5. Adobe Marketing Specialist Professional Certificate
๐ฅA good combination of creative, content and digital marketing skills, including social platforms and campaign analysis.
โ๏ธThe goal isnโt to collect certificates.
Itโs to build a better creative + media buying + analytics skillset.
1. Google Digital Marketing & E-commerce Professional Certificate
๐ฅA solid foundation across digital marketing, analytics, social media, SEO, SEM and e-commerce.
2. Meta Marketing Analytics Professional Certificate
๐ฅEspecially useful for performance marketers. It goes deeper into campaign analysis, audience segmentation, experimentation and marketing data.
3. Marketing Analytics โ University of Virginia
๐ฅGreat for understanding consumer behavior, segmentation, A/B testing, ROI and how to turn data into marketing decisions.
4. Data-Driven Digital Marketing & Analytics โ University of Illinois
๐ฅA stronger strategic/analytical option for marketers who want to understand how data and technology shape digital marketing.
5. Adobe Marketing Specialist Professional Certificate
๐ฅA good combination of creative, content and digital marketing skills, including social platforms and campaign analysis.
โ๏ธThe goal isnโt to collect certificates.
Itโs to build a better creative + media buying + analytics skillset.
Coursera
Google Digital Marketing & E-commerce
Offered by Google. Get on the fast track to a career in ... Enroll for free.
๐ฅ24๐23๐23๐ฑ22๐21๐21
Partner Posts Get 5x More Shares And Reposts Than Standard Brand Posts.
That said, this benchmark applies specifically to retail and ecommerce. In other industries, collaborations still consistently outperform brandsโ own content.
The key insight: who publishes the post.
The biggest relative increase in engagement comes from smaller profiles (XS - up to 10K followers): partner posts can generate up to 5x more interactions than their own feed content.
For smaller brands, depth works best: run regular, targeted collaborations with 1-2 proven creators. For giants (XL - 1M+ followers), the key is having a large pool of different creators to avoid audience overlap.
The biggest performance boost comes from Collab Reels. The algorithm is built for discovery, while the creatorโs native style makes the content feel less like a โpaid ad.โ
Brands that are frequently tagged in Stories and posts by regular users (high UGC SOV) also see significantly higher ER on collaborations.
Source: Emplifi H1 2026
That said, this benchmark applies specifically to retail and ecommerce. In other industries, collaborations still consistently outperform brandsโ own content.
The key insight: who publishes the post.
The biggest relative increase in engagement comes from smaller profiles (XS - up to 10K followers): partner posts can generate up to 5x more interactions than their own feed content.
For smaller brands, depth works best: run regular, targeted collaborations with 1-2 proven creators. For giants (XL - 1M+ followers), the key is having a large pool of different creators to avoid audience overlap.
The biggest performance boost comes from Collab Reels. The algorithm is built for discovery, while the creatorโs native style makes the content feel less like a โpaid ad.โ
Brands that are frequently tagged in Stories and posts by regular users (high UGC SOV) also see significantly higher ER on collaborations.
Source: Emplifi H1 2026
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๐ OpenAI Does Not Plan To Conduct An IPO in 2026.
CEO Sam Altman said the company first needs to address AI safety and ensure that model behavior is aligned with human goals. He also believes that governments and AI companies should work together to establish rules for the development of the technology.
Altman did not provide a new IPO date, but the offering had previously been reported as potentially being pushed back to 2027. OpenAIโs potential valuation at the time of the IPO could reach $1 trillion. In June, the company confidentially filed for an IPO.
CEO Sam Altman said the company first needs to address AI safety and ensure that model behavior is aligned with human goals. He also believes that governments and AI companies should work together to establish rules for the development of the technology.
Altman did not provide a new IPO date, but the offering had previously been reported as potentially being pushed back to 2027. OpenAIโs potential valuation at the time of the IPO could reach $1 trillion. In June, the company confidentially filed for an IPO.
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Which Themes Are Easier to Scale Across Markets?
๐ Mythology, adventure, fantasy, classic slots, and animal-themed games are generally less dependent on local context, making them easier to adapt across different GEOs. These themes already come with familiar narratives, recognizable characters, and clear gameplay logic, so developers donโt need to completely rethink the concept for each market.
This also provides more flexibility during localization, makes it easier to build successful games into a series, and allows the same theme to be explored through different mechanics โ from bonus rounds and collections to in-game progression.
โ๏ธSeasonal releases work differently. Halloween, Christmas, Valentineโs Day, and other events create a strong but time-limited reason to launch new content and re-engage players. These games rarely become the foundation of a portfolio, but they can effectively support the promotional calendar, bring attention back to familiar mechanics, and give operators a quick way to refresh their content around a specific event.
๐ Mythology, adventure, fantasy, classic slots, and animal-themed games are generally less dependent on local context, making them easier to adapt across different GEOs. These themes already come with familiar narratives, recognizable characters, and clear gameplay logic, so developers donโt need to completely rethink the concept for each market.
This also provides more flexibility during localization, makes it easier to build successful games into a series, and allows the same theme to be explored through different mechanics โ from bonus rounds and collections to in-game progression.
โ๏ธSeasonal releases work differently. Halloween, Christmas, Valentineโs Day, and other events create a strong but time-limited reason to launch new content and re-engage players. These games rarely become the foundation of a portfolio, but they can effectively support the promotional calendar, bring attention back to familiar mechanics, and give operators a quick way to refresh their content around a specific event.
๐ฅ24๐23๐23๐ฑ22๐21๐21
CASE: BeeInfinity ะs Now Worldwide โ Hereโs How To Approach It In Creatives
The game has a strong advantage for advertising: the mechanic doesnโt require a long explanation. One short cycle is enough to show how it works โ one shared round for everyone, a continuously moving multiplier, a choice of when to enter, and a result in just 5 seconds.
Galaxsys has outlined three directions to test:
โช๏ธ Personal Story โ a first-person story with the game mechanic naturally integrated into the narrative
โช๏ธ Gameplay First โ the game itself is the creative: multiplier, entry, result, with minimal storytelling
โช๏ธ Playable โ users interact with the mechanic before they even reach the product
What to test within these approaches:
โ Different entry points into the multiplier
โ Gameplay vs. story-first
โ The first 2โ3 seconds of the creative
โ Different audiences and GEOs
โ Continuous gameplay vs. speed of the result
Source: Telegram IGamingNews
The game has a strong advantage for advertising: the mechanic doesnโt require a long explanation. One short cycle is enough to show how it works โ one shared round for everyone, a continuously moving multiplier, a choice of when to enter, and a result in just 5 seconds.
Galaxsys has outlined three directions to test:
โช๏ธ Personal Story โ a first-person story with the game mechanic naturally integrated into the narrative
โช๏ธ Gameplay First โ the game itself is the creative: multiplier, entry, result, with minimal storytelling
โช๏ธ Playable โ users interact with the mechanic before they even reach the product
What to test within these approaches:
โ Different entry points into the multiplier
โ Gameplay vs. story-first
โ The first 2โ3 seconds of the creative
โ Different audiences and GEOs
โ Continuous gameplay vs. speed of the result
Source: Telegram IGamingNews
๐26๐ฑ24๐23๐ฅ22๐21๐21
๐ The record-breaker among Mancala Gamingโs new releases: 2x more bets and 3x higher ARPU in Africa and the CIS within 8 weeks of launch.*
*Compared to the average Mancala Gaming portfolio performance over the same period.
๐ฐ Panther Legacy reimagines the classic Hold & Win mechanic, immersing players in a real treasure hunt. Together with a mysterious panther, players must navigate the challenges of the wild jungle, with each spin becoming increasingly riskyโฆ Four jackpots are up for grabs, with a maximum win of up to 5,000x
What keeps players hooked:
โญ๏ธ Stacked Wilds appear as stacks of four symbols and help create winning combinations.
โญ๏ธ Multiplier Symbols can appear during any spin and add multipliers to the reels.
โญ๏ธ Collector Symbol collects all multipliers on the reels and triggers an instant payout.
โญ๏ธ In the Jackpot Game, the Collector gathers multipliers and clears space for new symbols. This helps extend the round and increase the potential win.
โญ๏ธ Buy Bonus instantly unlocks the Jackpot Game.
*Compared to the average Mancala Gaming portfolio performance over the same period.
๐ฐ Panther Legacy reimagines the classic Hold & Win mechanic, immersing players in a real treasure hunt. Together with a mysterious panther, players must navigate the challenges of the wild jungle, with each spin becoming increasingly riskyโฆ Four jackpots are up for grabs, with a maximum win of up to 5,000x
What keeps players hooked:
โญ๏ธ Stacked Wilds appear as stacks of four symbols and help create winning combinations.
โญ๏ธ Multiplier Symbols can appear during any spin and add multipliers to the reels.
โญ๏ธ Collector Symbol collects all multipliers on the reels and triggers an instant payout.
โญ๏ธ In the Jackpot Game, the Collector gathers multipliers and clears space for new symbols. This helps extend the round and increase the potential win.
โญ๏ธ Buy Bonus instantly unlocks the Jackpot Game.
๐25๐24๐ฑ23๐22๐22๐ฅ21
How Compliance Changes an iGaming Product
In regulated iGaming, compliance requirements shape the architecture, data, integrations, and release process. Below are the key areas where compliance directly impacts the product โ from architecture and data to certification, releases, and expansion into new GEOs.
๐ต Regulatory requirements should be translated into product tasks before development begins
A new market may have specific requirements for player history, data retention periods, reporting, limits, or technical controls. If the team only discovers these requirements closer to certification, changes may affect an already-built architecture and trigger another development, QA, and documentation cycle.
A practical approach is to review market requirements before finalizing the scope: identify what affects functionality and infrastructure, assign owners, and include these tasks in the roadmap from the start. This allows the timeline for entering a new GEO to account for the actual scope of regulatory work.
๐ต Part of compliance is built directly into the architecture
For a regulated product, it is important to understand in advance which events the system records, how long data is retained, who has access to it, and whether the full chain of actions can be reconstructed in the event of a dispute or audit.
This applies to logs, game rounds, transactions, access permissions, and regulatory reporting. If the required information is not collected from the start or is stored in an unsuitable format, reconstructing it later can be difficult or even impossible.
That is why audit and reporting requirements directly influence the data model and the overall architecture of the platform.
In regulated iGaming, compliance requirements shape the architecture, data, integrations, and release process. Below are the key areas where compliance directly impacts the product โ from architecture and data to certification, releases, and expansion into new GEOs.
๐ต Regulatory requirements should be translated into product tasks before development begins
A new market may have specific requirements for player history, data retention periods, reporting, limits, or technical controls. If the team only discovers these requirements closer to certification, changes may affect an already-built architecture and trigger another development, QA, and documentation cycle.
A practical approach is to review market requirements before finalizing the scope: identify what affects functionality and infrastructure, assign owners, and include these tasks in the roadmap from the start. This allows the timeline for entering a new GEO to account for the actual scope of regulatory work.
๐ต Part of compliance is built directly into the architecture
For a regulated product, it is important to understand in advance which events the system records, how long data is retained, who has access to it, and whether the full chain of actions can be reconstructed in the event of a dispute or audit.
This applies to logs, game rounds, transactions, access permissions, and regulatory reporting. If the required information is not collected from the start or is stored in an unsuitable format, reconstructing it later can be difficult or even impossible.
That is why audit and reporting requirements directly influence the data model and the overall architecture of the platform.
๐ฅ24๐23๐23๐ฑ22๐21๐21
โ๏ธโ๏ธโ๏ธ In the Netherlands, the Association of Licensed iGaming Operators (VNLOK) has filed a lawsuit against Meta over the distribution of illegal gambling advertising targeting local users on Facebook and Instagram, according to CasinoNieuws.
The association is asking the court to rule that Meta is failing to meet its obligations under the European Digital Services Act (DSA) and to require the company to block such ads before they are published.
๐ VNLOK previously published an analysis claiming that up to 98.8% of gambling ads on Facebook were placed by unlicensed operators, while Meta removed only 11โ15% of those ads.
According to the VNLOK chairman, the association had repeatedly asked Meta to address the issue, but those efforts had not produced sufficient results.
Source: iGamingNews
The association is asking the court to rule that Meta is failing to meet its obligations under the European Digital Services Act (DSA) and to require the company to block such ads before they are published.
๐ VNLOK previously published an analysis claiming that up to 98.8% of gambling ads on Facebook were placed by unlicensed operators, while Meta removed only 11โ15% of those ads.
According to the VNLOK chairman, the association had repeatedly asked Meta to address the issue, but those efforts had not produced sufficient results.
Source: iGamingNews
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What Players Research Before Registration
The registration modal is the strongest direct conversion point. But some players close it, explore the site, and return to register later.
1๏ธโฃ Homepage โ ~50โ60%
Most players explore the homepage before registering.
Key patterns:
Game categories: players look for familiar games, making a strong โTopโ category important.
Welcome offer: banners and featured games help communicate the offer.
A structured homepage with relevant top games is a key part of the registration journey.
2๏ธโฃ Search โ ~15%
Players mainly search for:
Top games in their geo
Games they saw in ads
This reinforces the importance of visible game content and fast search.
3๏ธโฃ Bonuses โ ~15%
Players check welcome bonuses before registering.
The offer should be visible on the homepage, while the bonuses page should clearly explain the available promotions and related games.
โธป
Planning your 2027 marketing activities?
info@makstraffic.com | makstraffic.com
The registration modal is the strongest direct conversion point. But some players close it, explore the site, and return to register later.
1๏ธโฃ Homepage โ ~50โ60%
Most players explore the homepage before registering.
Key patterns:
Game categories: players look for familiar games, making a strong โTopโ category important.
Welcome offer: banners and featured games help communicate the offer.
A structured homepage with relevant top games is a key part of the registration journey.
2๏ธโฃ Search โ ~15%
Players mainly search for:
Top games in their geo
Games they saw in ads
This reinforces the importance of visible game content and fast search.
3๏ธโฃ Bonuses โ ~15%
Players check welcome bonuses before registering.
The offer should be visible on the homepage, while the bonuses page should clearly explain the available promotions and related games.
โธป
Planning your 2027 marketing activities?
info@makstraffic.com | makstraffic.com
๐24๐24๐ฅ23๐22๐22๐ฑ21
AI Search Weekly: What Changed in AI Search Over the Past Two Weeks
Google has started rolling out a new shopping experience: users can now purchase products from Shopify stores directly in AI Mode and Gemini, without visiting the sellerโs website.
The feature launched on September 22 for eligible merchants in the US.
โ๏ธ This is powered by the Universal Commerce Protocol (UCP) โ a standard that allows AI to interact with product catalogs, checkout, and payment infrastructure.
โ๏ธFor AI to find and recommend a product, it needs up-to-date product information. One of the data sources is the product feed in Merchant Center.
This means product feed quality is becoming increasingly important for AI visibility.
Thereโs also a nuance: some of these transactions may not appear in traditional analytics. Data on them is available in the Shopify admin.
For now, the feature is primarily available to US-based Shopify stores.
But for e-commerce, this is another signal that AI is gradually becoming not just a search engine, but a new point of sale. โ
Google has started rolling out a new shopping experience: users can now purchase products from Shopify stores directly in AI Mode and Gemini, without visiting the sellerโs website.
The feature launched on September 22 for eligible merchants in the US.
โ๏ธ This is powered by the Universal Commerce Protocol (UCP) โ a standard that allows AI to interact with product catalogs, checkout, and payment infrastructure.
โ๏ธFor AI to find and recommend a product, it needs up-to-date product information. One of the data sources is the product feed in Merchant Center.
This means product feed quality is becoming increasingly important for AI visibility.
Thereโs also a nuance: some of these transactions may not appear in traditional analytics. Data on them is available in the Shopify admin.
For now, the feature is primarily available to US-based Shopify stores.
But for e-commerce, this is another signal that AI is gradually becoming not just a search engine, but a new point of sale. โ
๐25๐24๐ฑ23๐22๐22๐ฅ21
Famesters: Influencer Advertising for iGaming Brands Costs 20โ60% More
Influencer marketing agency Famesters has published a study on influencer advertising costs for iGaming brands across YouTube, Instagram, TikTok, and Twitch.
The report is based on the agencyโs internal data and covers the US, UK, Germany, Spain, the Nordic countries, Brazil, as well as aggregated data for the rest of Latin America, the rest of EMEA (Europe, the Middle East, and Africa), and APAC (Asia-Pacific).
The price ranges cover creators with audiences ranging from 1K to 1M+ followers.
The iGN editorial team highlights the key findings:
iGaming Sponsorship Premiums:
๐ด +20โ50% โ Instagram, YouTube, and Twitch
๐ด +30โ60% โ TikTok
US:
๐ด $600โ150K+ โ YouTube
๐ด $360โ75K+ โ Instagram
๐ด $260โ80K+ โ TikTok
๐ด $120โ75K+ โ Twitch
๐ด $100โ250 โ CPA (sports betting)
๐ด $150โ400 โ CPA (online casinos)
UK and Germany:
๐ด $480โ150K โ YouTube
๐ด $288โ75K โ Instagram
๐ด $208โ80K โ TikTok
๐ด $96โ75K โ Twitch
๐ด $100โ250 โ CPA (sports betting)
๐ด $150โ400 โ CPA (online casinos)
Spain:
๐ด $330โ112.5K โ YouTube
๐ด $198โ56.3K โ Instagram
๐ด $143โ60K โ TikTok
๐ด $66โ56.3K โ Twitch
๐ด ~$70โ130 โ CPA (sports betting and online casinos)
Nordic Countries:
๐ด $510โ165K โ YouTube
๐ด $306โ82.5K โ Instagram
๐ด $221โ88K โ TikTok
๐ด $102โ82.5K โ Twitch
๐ด ~$100โ300 โ CPA (sports betting and online casinos)
Brazil:
๐ด $240โ97.5K โ YouTube
๐ด $144โ48.8K โ Instagram
๐ด $104โ52K โ TikTok
๐ด $48โ48.8K โ Twitch
๐ด $30โ80 โ CPA (sports betting)
๐ด $50โ120 โ CPA (online casinos)
Rest of Latin America:
๐ด $180โ90K โ YouTube
๐ด $108โ45K โ Instagram
๐ด $78โ48K โ TikTok
๐ด $36โ45K โ Twitch
๐ด $30โ120 โ CPA (sports betting and online casinos)
Rest of EMEA:
๐ด $210โ127.5K โ YouTube
๐ด $126โ63.8K โ Instagram
๐ด $91โ68K โ TikTok
๐ด $42โ63.8K โ Twitch
๐ด $30โ250 โ CPA (sports betting and online casinos)
APAC:
๐ด $150โ112.5K โ YouTube
๐ด $90โ56.3K โ Instagram
๐ด $65โ60K โ TikTok
๐ด $30โ56.3K โ Twitch
๐ด $20โ200 โ CPA (sports betting and online casinos)
According to Famesters, the premium is driven by the limited pool of creators willing to work with gambling brands, compliance requirements, and audience age restrictions.
The agency estimates that, at the same integration cost, a creator with a smaller reach but an adult audience from the target GEO can be up to 2.7 times cheaper in terms of cost per 1,000 viewers within the target audience.
Source: iGamingNews
Influencer marketing agency Famesters has published a study on influencer advertising costs for iGaming brands across YouTube, Instagram, TikTok, and Twitch.
The report is based on the agencyโs internal data and covers the US, UK, Germany, Spain, the Nordic countries, Brazil, as well as aggregated data for the rest of Latin America, the rest of EMEA (Europe, the Middle East, and Africa), and APAC (Asia-Pacific).
The price ranges cover creators with audiences ranging from 1K to 1M+ followers.
The iGN editorial team highlights the key findings:
iGaming Sponsorship Premiums:
๐ด +20โ50% โ Instagram, YouTube, and Twitch
๐ด +30โ60% โ TikTok
US:
๐ด $600โ150K+ โ YouTube
๐ด $360โ75K+ โ Instagram
๐ด $260โ80K+ โ TikTok
๐ด $120โ75K+ โ Twitch
๐ด $100โ250 โ CPA (sports betting)
๐ด $150โ400 โ CPA (online casinos)
UK and Germany:
๐ด $480โ150K โ YouTube
๐ด $288โ75K โ Instagram
๐ด $208โ80K โ TikTok
๐ด $96โ75K โ Twitch
๐ด $100โ250 โ CPA (sports betting)
๐ด $150โ400 โ CPA (online casinos)
Spain:
๐ด $330โ112.5K โ YouTube
๐ด $198โ56.3K โ Instagram
๐ด $143โ60K โ TikTok
๐ด $66โ56.3K โ Twitch
๐ด ~$70โ130 โ CPA (sports betting and online casinos)
Nordic Countries:
๐ด $510โ165K โ YouTube
๐ด $306โ82.5K โ Instagram
๐ด $221โ88K โ TikTok
๐ด $102โ82.5K โ Twitch
๐ด ~$100โ300 โ CPA (sports betting and online casinos)
Brazil:
๐ด $240โ97.5K โ YouTube
๐ด $144โ48.8K โ Instagram
๐ด $104โ52K โ TikTok
๐ด $48โ48.8K โ Twitch
๐ด $30โ80 โ CPA (sports betting)
๐ด $50โ120 โ CPA (online casinos)
Rest of Latin America:
๐ด $180โ90K โ YouTube
๐ด $108โ45K โ Instagram
๐ด $78โ48K โ TikTok
๐ด $36โ45K โ Twitch
๐ด $30โ120 โ CPA (sports betting and online casinos)
Rest of EMEA:
๐ด $210โ127.5K โ YouTube
๐ด $126โ63.8K โ Instagram
๐ด $91โ68K โ TikTok
๐ด $42โ63.8K โ Twitch
๐ด $30โ250 โ CPA (sports betting and online casinos)
APAC:
๐ด $150โ112.5K โ YouTube
๐ด $90โ56.3K โ Instagram
๐ด $65โ60K โ TikTok
๐ด $30โ56.3K โ Twitch
๐ด $20โ200 โ CPA (sports betting and online casinos)
According to Famesters, the premium is driven by the limited pool of creators willing to work with gambling brands, compliance requirements, and audience age restrictions.
The agency estimates that, at the same integration cost, a creator with a smaller reach but an adult audience from the target GEO can be up to 2.7 times cheaper in terms of cost per 1,000 viewers within the target audience.
Source: iGamingNews
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Saw it on TikTok โ asked AI โ bought it.
The platform wants to make this journey even shorter.
TikTok has introduced new tools that bring content, product advice, and sales together:
โข Buy Direct - Purchase directly from a brand without leaving the app. Saved payment and shipping details are designed to make one-click purchases possible.
โข Shopping Assistant - An AI chat on the product page that helps shoppers clarify sizing, product features, and shipping details before buying.
โข Lead Agent - An AI agent that answers questions, identifies customer needs, and collects contact details with the userโs consent.
๐ก For marketers, this is a clear signal: videos need to capture attention, while product information needs to help people make a decision. Review your product descriptions, shipping policies, and answers to frequently asked questions.
The platform wants to make this journey even shorter.
TikTok has introduced new tools that bring content, product advice, and sales together:
โข Buy Direct - Purchase directly from a brand without leaving the app. Saved payment and shipping details are designed to make one-click purchases possible.
โข Shopping Assistant - An AI chat on the product page that helps shoppers clarify sizing, product features, and shipping details before buying.
โข Lead Agent - An AI agent that answers questions, identifies customer needs, and collects contact details with the userโs consent.
๐ก For marketers, this is a clear signal: videos need to capture attention, while product information needs to help people make a decision. Review your product descriptions, shipping policies, and answers to frequently asked questions.
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๐ฅฉ๐ฎ๐น In Italy, Stake has captured around 0.3% of the online gambling market since launching in December 2025, according to the head of the companyโs local division in an interview with Yogonet.
According to the executive, Stake is focusing its promotional efforts in Italy primarily on digital channels and affiliates. However, gambling advertising is banned in the country, and unlike its international counterpart, the Italian website does not accept cryptocurrency. Analytics platform Blask ranks Stake 44th out of 225 brands in terms of search demand over the past year.
Source: iGamingNews
According to the executive, Stake is focusing its promotional efforts in Italy primarily on digital channels and affiliates. However, gambling advertising is banned in the country, and unlike its international counterpart, the Italian website does not accept cryptocurrency. Analytics platform Blask ranks Stake 44th out of 225 brands in terms of search demand over the past year.
Source: iGamingNews
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Meta Has Introduced New ad Formats For Brands๐๏ธ๏ธ๏ธ๏ธ๏ธ๏ธ
โพ๏ธ Ads Super Burst: A 3โ24-hour reach blitz designed for peak events or launches, with the option to block competitorsโ ads within your category.
โพ๏ธ First Impression Ads: Guaranteed placement in the very first position in the Facebook Feed (currently being tested with one brand per day).
โพ๏ธ Reels Trending Ads: Ad placements alongside viral Reels, now featuring 15 topical categories.
โพ๏ธ Aggregated View Time: A new metric that measures the total combined watch time of video ads.
โพ๏ธ Ads Super Burst: A 3โ24-hour reach blitz designed for peak events or launches, with the option to block competitorsโ ads within your category.
โพ๏ธ First Impression Ads: Guaranteed placement in the very first position in the Facebook Feed (currently being tested with one brand per day).
โพ๏ธ Reels Trending Ads: Ad placements alongside viral Reels, now featuring 15 topical categories.
โพ๏ธ Aggregated View Time: A new metric that measures the total combined watch time of video ads.
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Key Features of Operating in the Spanish and Portuguese iGaming Markets
Despite their geographical proximity, Spain and Portugal differ in licensing rules, taxation, and technical requirements for operators.
๐ต Market Size and Growth
By the end of 2025, Spainโs online gambling GGR reached approximately โฌ1.7 billion, up nearly 17% year over year.
In Portugal, online GGR reached โฌ337.6 million in Q4 2025 alone, setting a new quarterly record. By the end of the year, 18 licensed operators were active in the market, holding a total of 32 licenses: 13 for sports betting, 18 for gambling games, and one for bingo.
๐ต Player Preferences and Content Selection
In Spain, gambling is generally taxed at 20% of net gaming revenue. Operators based in Ceuta and Melilla that meet the applicable requirements benefit from a reduced rate of 10%.
In Portugal, online sports betting is taxed at 8% of betting turnover, while online casino games are generally taxed at 25% of GGR.
For bookmakers, this difference is significant: turnover-based tax is calculated regardless of the actual gaming margin. Therefore, comparing markets based solely on tax rates is insufficient โ operators need to assess the tax burden against their specific business model.
๐ต Player Preferences and Content Selection
In Spain, online slots accounted for 69.11% of online casino GGR in 2025. In Portugal, slot games represented 80.4% of online casino betting turnover in Q4 2025, followed by Banca Francesa at 5.9% and French roulette at 4.9%.
These figures are based on different metrics, so their shares cannot be compared directly. However, when building a content portfolio, operators should consider popular game categories, local player preferences, and provider brand recognition. It is also essential to verify that each selected game is authorized in the target market.
Planning your 2027 marketing activities?
info@makstraffic.com | makstraffic.com
Despite their geographical proximity, Spain and Portugal differ in licensing rules, taxation, and technical requirements for operators.
๐ต Market Size and Growth
By the end of 2025, Spainโs online gambling GGR reached approximately โฌ1.7 billion, up nearly 17% year over year.
In Portugal, online GGR reached โฌ337.6 million in Q4 2025 alone, setting a new quarterly record. By the end of the year, 18 licensed operators were active in the market, holding a total of 32 licenses: 13 for sports betting, 18 for gambling games, and one for bingo.
๐ต Player Preferences and Content Selection
In Spain, gambling is generally taxed at 20% of net gaming revenue. Operators based in Ceuta and Melilla that meet the applicable requirements benefit from a reduced rate of 10%.
In Portugal, online sports betting is taxed at 8% of betting turnover, while online casino games are generally taxed at 25% of GGR.
For bookmakers, this difference is significant: turnover-based tax is calculated regardless of the actual gaming margin. Therefore, comparing markets based solely on tax rates is insufficient โ operators need to assess the tax burden against their specific business model.
๐ต Player Preferences and Content Selection
In Spain, online slots accounted for 69.11% of online casino GGR in 2025. In Portugal, slot games represented 80.4% of online casino betting turnover in Q4 2025, followed by Banca Francesa at 5.9% and French roulette at 4.9%.
These figures are based on different metrics, so their shares cannot be compared directly. However, when building a content portfolio, operators should consider popular game categories, local player preferences, and provider brand recognition. It is also essential to verify that each selected game is authorized in the target market.
Planning your 2027 marketing activities?
info@makstraffic.com | makstraffic.com
What Drives Sports Bettor Acquisition and Retention: UX, Bonuses, and CRM
According to a study by Optimove, 64% of surveyed NFL bettors used two or more sportsbooks during the season, including 16% who used three or more.
Letโs look at what influences bettorsโ choice of sportsbook and what might drive them to leave a platform.
๐ฏ What Determines the Choice of Sportsbook?
๐งณ App usability โ 59%
๐งณ Ease of withdrawals โ 43%
๐งณ Bonuses and promotions โ 31%
๐งณ Personalization โ 28%
For operators, this means that even attractive bonuses cannot guarantee a competitive advantage if the product itself falls short of competing alternatives.
๐ What Drives Bettors Away?
Factors that have already led or could lead users to abandon a platform:
๐งณ Poor website or app usability โ 47%
๐งณ Lack of promotions โ 36%
๐งณ Excessive or irrelevant messages โ 36%
๐งณ Generic offers โ 33%
This creates a contradiction: bettors are interested in bonuses, but marketing communications can become a source of frustration when offers are too frequent or fail to match their interests. Itโs not just the availability of promotions that matters, but also how operators deliver them.
๐งฉ The Personalization Paradox
78% of respondents believe that a website or app takes their preferences into account. However, only 7% consider all the marketing messages they receive relevant, while 48% find fewer than half relevant.
These findings suggest a potential gap: perceiving a platform as personalized does not guarantee that its marketing messages align with a playerโs interests.
For CRM teams, this is an opportunity to assess how effectively customer preference and behavioral data inform message content and delivery timing.
๐ฌ Which Communications Do Bettors Prefer?
In-app push notifications are the most popular channel, preferred by 53% of respondents. Email, SMS, and social media were each selected by 36%.
The main factors motivating users to open a message are:
๐งณ Bonuses and special offers โ 48%
๐งณ Relevance and personalization โ 41%
๐งณ Information about their favorite team โ 36%
Meanwhile, 47% want more promotions related to bets or matches they have previously shown interest in. These offers help them discover new betting opportunities.
The findings highlight the importance of relevant offers and selecting communication channels based on playersโ preferences.
๐ What Does This Mean for Operators?
The survey findings point to four key areas of focus:
โบ Treat app usability and ease of withdrawals as factors affecting competitiveness and retention.
โบ Segment CRM communications based on playersโ interests and behavior.
โบ Consider the relevance and frequency of promotions, not just their attractiveness.
โบ Track not only message opens but also usersโ subsequent actions.
Conclusion
The survey suggests that bonuses alone are not enough to compete for sports bettors. Product usability and the quality of marketing communications also matter to players. However, operators need to assess their actual impact on retention and churn using their own data.
According to a study by Optimove, 64% of surveyed NFL bettors used two or more sportsbooks during the season, including 16% who used three or more.
Letโs look at what influences bettorsโ choice of sportsbook and what might drive them to leave a platform.
๐ฏ What Determines the Choice of Sportsbook?
๐งณ App usability โ 59%
๐งณ Ease of withdrawals โ 43%
๐งณ Bonuses and promotions โ 31%
๐งณ Personalization โ 28%
For operators, this means that even attractive bonuses cannot guarantee a competitive advantage if the product itself falls short of competing alternatives.
๐ What Drives Bettors Away?
Factors that have already led or could lead users to abandon a platform:
๐งณ Poor website or app usability โ 47%
๐งณ Lack of promotions โ 36%
๐งณ Excessive or irrelevant messages โ 36%
๐งณ Generic offers โ 33%
This creates a contradiction: bettors are interested in bonuses, but marketing communications can become a source of frustration when offers are too frequent or fail to match their interests. Itโs not just the availability of promotions that matters, but also how operators deliver them.
๐งฉ The Personalization Paradox
78% of respondents believe that a website or app takes their preferences into account. However, only 7% consider all the marketing messages they receive relevant, while 48% find fewer than half relevant.
These findings suggest a potential gap: perceiving a platform as personalized does not guarantee that its marketing messages align with a playerโs interests.
For CRM teams, this is an opportunity to assess how effectively customer preference and behavioral data inform message content and delivery timing.
๐ฌ Which Communications Do Bettors Prefer?
In-app push notifications are the most popular channel, preferred by 53% of respondents. Email, SMS, and social media were each selected by 36%.
The main factors motivating users to open a message are:
๐งณ Bonuses and special offers โ 48%
๐งณ Relevance and personalization โ 41%
๐งณ Information about their favorite team โ 36%
Meanwhile, 47% want more promotions related to bets or matches they have previously shown interest in. These offers help them discover new betting opportunities.
The findings highlight the importance of relevant offers and selecting communication channels based on playersโ preferences.
๐ What Does This Mean for Operators?
The survey findings point to four key areas of focus:
โบ Treat app usability and ease of withdrawals as factors affecting competitiveness and retention.
โบ Segment CRM communications based on playersโ interests and behavior.
โบ Consider the relevance and frequency of promotions, not just their attractiveness.
โบ Track not only message opens but also usersโ subsequent actions.
Conclusion
The survey suggests that bonuses alone are not enough to compete for sports bettors. Product usability and the quality of marketing communications also matter to players. However, operators need to assess their actual impact on retention and churn using their own data.