GainChanger Explores the SEO Battleground for iGaming Affiliates in 2025

With regulations tightening and competition increasing, 2025 is shaping up to be one of the toughest years yet for iGaming affiliates relying on organic search. According to a recent feature by SEO agency GainChanger, the affiliate marketing battlefield has shifted—and only those willing to adapt are seeing results.

In the past, publishing a handful of review pages and ranking for ‘best casino bonus’ might have been enough. Not anymore. Search engines are smarter, compliance requirements are stricter, and user expectations have changed.

Here’s what GainChanger had to say about the current state of SEO in iGaming—and what affiliates can do to stay ahead.

Regulated markets bring both opportunity and constraint

One of the central points made by GainChanger is that operating in regulated markets is a double-edged sword. On the one hand, these markets offer more stability and long-term revenue potential. On the other, they come with heavy restrictions on content, link-building, and keyword use.

For example, in Ontario or the UK, terms like “free bets” or “no deposit bonus” are tightly monitored. Affiliates must avoid any wording that could mislead users or promote irresponsible gambling. Meta descriptions, titles, and page headers must all reflect the actual user experience—no bait-and-switch allowed.

This means affiliate content has to be not just optimised, but compliant. And that requires input from both SEO strategists and legal teams.

The SERPs are getting more crowded

Search engine results pages (SERPs) in the iGaming space have never been more competitive. Big-name affiliates are pumping out content daily, often with large teams of writers and entire SEO departments behind them.

Google’s algorithm continues to favour brands with high authority and consistent publishing habits. For smaller affiliates, that makes it difficult to break through—especially for high-value keywords.

GainChanger points out that niche targeting is now more important than ever. Trying to rank for broad terms like “best online casino” is likely a waste of time unless you’re already an established brand. Instead, targeting long-tail search terms like “best low-stakes poker sites in Sweden” may bring in more qualified traffic with less competition.

Link-building still matters—if done carefully

In 2025, link-building is still a core part of SEO—but not the shady kind.

Buying links or participating in private blog networks may still offer short-term results, but it’s a risky game. Google’s spam policies have become more aggressive, and sites caught using manipulative tactics can vanish from rankings overnight.

GainChanger advocates for a more strategic approach to backlinks—focusing on digital PR, editorial placements, and relationship-building. That means reaching out to gambling blogs, news outlets, or industry sites with valuable content, exclusive data, or commentary that earns a natural link.

The message is clear: if you want authority, you need to act like a publisher, not a link farm.

AI is a tool, not a shortcut

With the rise of generative AI tools like ChatGPT and Jasper, many affiliates have started using automation to produce content at scale. But GainChanger warns that AI content alone isn’t a winning strategy.

Google’s Helpful Content System rewards originality, depth, and user value. Repackaging basic information with a few AI-generated paragraphs won’t be enough to get on page one—especially in a category as competitive as iGaming.

Instead, affiliates should use AI to speed up research, identify keyword gaps, and draft initial outlines. Final content should still go through human hands, especially when it comes to tone, clarity, and compliance.

Mobile-first is no longer optional

Over 70% of gambling-related searches now come from mobile devices. That makes mobile UX a critical SEO factor.

Sites that load slowly, use clunky menus, or deliver poor mobile experiences are likely to fall in rankings. Google’s Core Web Vitals are part of the algorithm now, and affiliates that ignore them are already paying the price.

GainChanger recommends regular UX testing across devices, especially on high-traffic pages. Smooth performance, responsive design, and intuitive navigation are no longer just nice to have—they’re essential for visibility and conversion.

What does this mean for affiliates?

Put simply, iGaming SEO in 2025 requires more effort, more precision, and a willingness to think long term.

The affiliates that are still winning:

• Publish deep, compliant, and localised content
• Build backlinks through genuine relationships
• Use AI as a helper, not a crutch
• Design for mobile-first consumption
• Invest in technical SEO and site health

Those relying on tactics from five years ago—thin content, link buying, and keyword stuffing—are being filtered out.

Final thoughts

The days of easy SEO wins in iGaming are over. But there’s still room for affiliates who are ready to treat SEO like a craft—not a hack.

GainChanger’s analysis offers a helpful reality check. If you want to stay in the game, it’s time to move from volume to value. From shortcuts to systems. From short-term tactics to long-term authority.

The good news is that affiliates who put in the work now will be harder to dislodge later. And in an industry as volatile as iGaming, that’s worth its weight in traffic.