SBC News Voice of the Sports Betting Industry
Sometimes, the old tricks work best.
While there are brand new markets appearing across the globe offering operators and affiliates new fangled opportunities of more traffic, players and conversions. Yet, there is often plenty of work involved in entering these new markets.
That’s why iGamingNuts has just entered the UK market – one of global gambling’s biggest and most mature markets. An affiliate with experience of many European markets, iGamingNuts wants to tap into the well structured and “predictable” nature of the UK.
Natalia Szula, Head of the iGamingNuts.com Project, told SBC News: “We see the UK as one of the most attractive opportunities for sustainable growth in the iGaming sector. Despite recent regulatory changes, the UK market remains relatively stable and well-structured, providing a predictable environment for long-term planning and investment.
“The UK also continues to show steady player engagement and market development, with projections indicating further growth across online casino and betting segments. Entering this mature and competitive market allows us to scale our operations and position iGamingNuts among brands competing at a higher international level.”
Bringing new energy to the market
It is no secret that the UK is one of the biggest markets in the world. The market yielded around £6.9bn in online revenue in the year leading up to April 2024 , with £4.4bn of that coming from online casino games.
That is both a blessing and a curse. While such a big market opens up opportunities for new affiliates like iGamingNuts to reach players, the market maturity also means that players are aware of the best operators on the market.
But iGamingNuts is ready to rise to the challenge and sees its differentiator as its iGN Rating and Features Score product, which uses proprietary technology to assess each online casino objectively.
Szula explained: “We’ve noticed that many casino reviews in the UK market are quite similar – often written by copywriters or language models that focus more on promotional material than genuine reviews.
“At iGamingNuts, we’ve consciously chosen to take a different approach. Rather than relying on inflated scores, we evaluate casinos based on factors that genuinely matter to players. While game libraries and bonuses are considered, we place greater emphasis on elements like payment quality and speed, ease of navigation, accessibility of customer support, and the clarity of bonus terms and conditions.
“Our Safety Index, a component of the iGN Rating, accounts for 25% of the total score, underscoring our commitment to security and fairness.”
UK iGaming Trends
With the UK’s maturity firmly underlined, it’s important to assess what works with British players.
Szula and the iGamingNuts team have identified that innovative games and features can be just as powerful as strong brands in the UK, where players want fresh but familiar experiences.
“UK players want transparent, straightforward information – they don’t respond well to overcomplicated or overly “salesy” content,” Szula said. “They prefer quick access to clear reviews, bonus details, and comparisons they can actually use.
“At the same time, players are becoming more selective and brand-aware. They look for trusted casinos with a good reputation. However, it’s not just about big names – many players are also drawn to newer casinos that offer fresh game selections, gamification elements, and a more dynamic experience.”
This is where iGamingNuts believes its iGN Rating can come into the fray, cut through the noise and provide real insights for players based on what they actually want to see.
Not wanting to be caught standing still, the firm is already planning for what players will want in the future as well. Despite only just launching, iGamingNuts aims to intrinsically understand the psyche of the UK player.
As Szula noted: “More players are turning to mobile gaming, making it essential for casinos to optimize their platforms for mobile devices. Live dealer games are also growing in popularity, as they offer a more authentic, interactive experience. Additionally, no minimum deposit options are attracting a wider audience, especially casual players, by lowering the barrier to entry.”
She added: “I believe there will be a strong move towards personalised communication. New regulations will require operators to get clear consent from players – not only to receive marketing messages but also to choose specific products (like casino or sports betting) and preferred communication channels.
“Mass, untargeted marketing will no longer be possible.”
Why the UK and why now?
As aforementioned the UK is a difficult market and is made more tough by the changing regulations as the Government weighs up what to do with its ongoing review of the Gambling Act 2005. The White Paper was published over two years ago yet there is yet to be any new legislation tabled.
This undoubtedly causes uncertainty for those investing in the market.
So why did iGamingNuts pick the UK, and why now during this upheaval?
“New regulations are not something that holds us back – quite the opposite,” said Szula. “When entering the UK market, we were fully aware of the ongoing changes and made sure to align our strategy with the new rules focused on player safety and consumer choice.
“We have integrated these principles into the core of our communication approach, encouraging players to make informed decisions and to test games before committing funds to a casino.
“Overall, we see the UK market as challenging but mature – with high competition and high standards, both in terms of compliance and user expectations. For affiliates who are ready to operate transparently and bring real value to users, it remains a very promising and rewarding space.”
Top affiliate tricks for iGaming in 2025
Drawing Szula’s conversation with SBC News to a close, the chat turned to SERPs, SEO and ranking. With notable updates to Google’s algorithm since March 2024 upending the sector, affiliates have had to adapt, and iGamingNuts is no different.
Szula outlined that the classic advice still works and that affiliates should focus on high-quality content, excellent user experience, and a strong domain reputation.
She added: “What we’ve really had to embrace, though, is the shift towards making content truly user-centric. It’s not enough to simply be “informative” anymore. Now, we’re thinking about how our content can solve real problems or answer specific questions players have – whether it’s about new features in a game or how to withdraw winnings quickly.
“Google has made it clear that content should meet the intent of the user, not just be stuffed with keywords. And this shift isn’t just about playing the algorithm; it’s about staying relevant and connected to the players we’re targeting.”
After shifting its approach to ‘high-quality’ content and redefining what that means in the context of the user, iGamingNuts comes to the UK with confidence in its ability and approach. Equipped with its iGN Rating and Features Score tool, the affiliate seeks to disrupt the status quo in the sector, drawing upon its extensive experience in European markets.
Szula closed by saying: “We believe that our level of experience allows us to effectively compete in the UK market, applying what we’ve learned from other markets to address both regulatory and user challenges here.”
