'It’s never been more important to produce world-class content'

The ICS-digital team will be sharing practical digital marketing insights at ICE with dedicated face-to-face sessions for growth-focused iGaming businesses.

Industry leaders know that with new opportunities (and challenges) arising for gaming operators and affiliates in international markets, preparedness and the ability to compete effectively are critical to win traffic, players and profit.

Experts in all aspects of digital marketing, content marketing and translation for the betting industry, ICS (ics-digital.com) is a global marketing agency known for delivering international campaigns, at scale, for household names, as well as new challenger brands.

In addition to providing exclusive, one-to-one consultancy sessions, the ICS team will be sharing more information about the latest service innovations.

Search engine optimisation (SEO) is a crucial consideration for any betting brand, but no off-site strategy is truly complete without regular links from world-class websites.

Building on ICS-digital’s 10,000-plus editorial relationships, the new digital PR service provides new opportunities to earn top tier links from mainstream media publications, global news outlets and major social media influencers.

The team that ICS-digital has developed has won half a dozen awards in recent years, with demonstrable success in earning links of unmatched quality for gambling brands.

Digital PR manager Dominic Celica has high expectations for the service. He said: “Our proven process opens up scope for iGaming businesses to get a serious SEO boost from mainstream media links in their target markets.

“In addition to the clear SEO benefits, the amplification of your betting brand in the mainstream media is a great boost and something that will drive competitors crazy.”

Utilising traditional PR methodologies, content marketing and media connections to craft stories that earn coverage and links, this addition to the ICS-digital offering is already a hit with clients.

More and more betting brands are looking beyond their usual markets to attract new audiences and increase first-time deposits – but sub-par translation and localisation can slow down (or even stop) progress.

Traditionally, the iGaming sector has been one of the worst-served industries when it comes to translation.

Few translation agencies understand the industry and its specific terminology, and even well-established translation firms who work in the sector can be shockingly lax when it comes to staying on the right side of regulation.

It’s never been more important for betting brands to produce world-class content that engages multilingual audiences, while also maintaining the brand’s tone of voice, and being compliant with local laws and regulations.

In 2020, ICS’s translation division will expand further, equipping betting brands of all shapes and sizes to compete in any market, at any time, across all channels.

ICS-digital’s team predicts that the quality and relevance of content will be one of the top difference-makers for betting brands seeking to maintain growth or penetrate new markets.

iGaming is a content-hungry industry, with impassioned fans looking for in-depth sports content, tips and previews each and every week, and casino aficionados seeking out game guides, reviews and more.

ICS-digital produces thousands of pieces of content each month across dozens of markets, equipping betting brands to attract, engage and convert players.

A consistent, quality-driven approach to content is vital to grow search engine rankings, but the content must also capture the attention of players if it is to drive profit.

With new innovations in each of these service areas – and with planning well underway for major milestones like Euro 2020 – ICS-digital will be sharing insights for the duration of ICE.

Visit ics-digital.com to learn more, or write to a member of the team to book a consultation.

Martin Calvert
Marketing director, ICS-digital

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