EXPERT VOICES
SPEAKER INSIGHTS
INDUSTRY-LEADING SPEAKERS INSIGHTS
29.11.24
Expert Insights: Filip Janczak, Creatos Media
"Eventus International events are special because they bring together people from marketing, compliance, and legal backgrounds to explore key issues in the iGaming and gambling industries. What makes these events stand out is how they create a platform for sharing ideas and discussing different perspectives, whether it’s about challenges in specific markets—like the Dutch focus at iGaming MarTech in Amsterdam—or more global trends.
For me, the chance to attend and speak at these events is always exciting. There’s a real mix of experience and expertise, and that’s what makes the discussions so valuable. Having worked in performance marketing and 360-degree strategies for over 10 years, both in and outside the industry, I enjoy sharing my knowledge and presenting ideas or campaigns we’ve run for clients. But what’s just as important is the opportunity to hear from others—whether it’s legal experts, compliance specialists, or fellow marketers.
One of the things I find most rewarding is getting feedback on the approaches we’ve tested. Hearing from attendees with legal or compliance expertise, for example, can highlight things I might not have considered from a regulatory point of view. Similarly, swapping ideas with other marketing professionals often sparks new ways of thinking about affiliate marketing, PPC, social media, email, or overall strategy.
What’s great about iGaming MarTech is that it’s not just about learning or networking—it’s about finding practical solutions to real challenges. It’s a chance to see how others are tackling the same issues, whether it’s how to grow a business in a competitive market, engage audiences more effectively, or adapt to changes in regulation. I always leave these events with new ideas and insights that I can take back to clients and projects.
The iGaming and gambling sectors are constantly evolving, so having a space like this to exchange views and stay on top of the latest developments is hugely valuable. I’m looking forward to being part of the conversation again this year and can’t wait to hear what others bring to the table."
15.04.25
Expert Insights: Martin Calvert, ICS Digital
SEO in the Age of AI – Intent, Engagement and FTDs
I’m looking forward to the SEO in the Age of AI panel and, ahead of what could be a highly charged discussion at the event, my thoughts are mostly on what the purpose of AI is when it comes to FTD-driven content.
For brands on limited budgets – or simply those looking to scale in multiple markets concurrently – the appeal of AI is clear.
More than this, many iGaming SEO professionals follow the rationale that if Google appears to treat disciplines like link building differently in gambling compared to other sectors, it may well also be true that they are more lenient when it comes to AI content.
As someone who works at a digital agency that specialises in multilingual content created and edited by humans, it is perhaps predictable that I do not quite share this view.
While I do think that Google ‘tolerates’ quite a lot from iGaming brands, it is important to be working towards profitable end goals – FTDs- not just ramp up content for the sake of it.
It is the potential lack of discipline that comes with AI content that is the most limiting factor, rather than the risk of outright penalties or similar.
Operator or affiliate, each brand has its own race to run and its own risks and opportunities when it comes to content creation and SEO gains – part of what we see with AI afficionados in the industry at present is not an improvement over dull, undifferentiated human content but just higher volumes of the same indifferent quality.
For those looking to manage budgets and work towards tangible commercial results, the guiding hand of experienced SEOs is key to set meaningful targets, compete based on strengths and establish a true brand and tone of voice in the process.
For those prioritising safer market expansion and staying on the right side of regulation, avoiding AI hallucinations and the mass-creation of content that looks plausible but is legally dubious is key…and of course, customers are more informed and discerning than ever before – for brands who are offering the same games and same sporting odds as their rivals, they have to rely on other things to get ahead.
In 2025, that can be in brand personality, creativity, empathy for customers and their passions and, crucially, a targeted SEO plan based on realistic individual goals for each page of each site – not generic SEO ‘best practice’.
Of course, AI can perform an assistive role in scaling up operations but to me, it has never been more important to maintain brand personality and work in a targeted, opportunistic and revenue-seeking way based on industry insights – not scale for the sake of scale.
