iGaming Specialists Since 2017

The Agency Built Inside the Industry

We don't consult on iGaming from the outside. Our founders came from licensed operators, affiliate networks and compliance teams. That background is what makes the difference.

2017Founded
50+Operator Clients
18Regulated Markets
94%Retention Rate
EGR Nominee 2024
ISO 27001 Certified
GDPR Compliant
SBC Member
Google Partner — Search
8 Years in iGaming

Our Story

Built from within the industry

ADN Marketing Media was founded in 2017 by a team of digital marketers who had spent years working inside licensed online casinos and sports betting operators. We had first-hand experience of what generic SEO agencies got wrong: they didn't understand compliance, they didn't know the regulators, and they had no appetite for the risk profile of regulated gambling content.

So we built the agency we wanted to hire. From day one, every strategy, every piece of content, every link we built has been developed with compliance at its core. We work exclusively with licensed operators and affiliate publishers. We don't take grey-market clients. Ever.

Today we support 50+ active clients across 18 regulated markets — from UKGC-licensed operators and MGA casino brands to German GGL-licenced sportsbooks and Isle of Man-based affiliates. Our team of 24 includes former operator SEO leads, compliance consultants, multilingual content strategists and digital PR specialists who have operated inside the industry.

We're nominated for the EGR B2B Awards 2024 in the SEO Services category — a recognition from our peers that means more to us than any other external benchmark. Our 94% client retention rate tells the rest of the story.

London Headquarters

Our team operates from the heart of London's tech district — close to the iGaming community, regulators and the talent pool that makes the difference.

Address14 Finsbury Square, EC2A 1HP
Founded2017
Team Size24 specialists
Markets18 regulated
Company No.10847233
VATGB 284 7192 03

Licensed operator clients only. We do not work with unlicensed operators or in markets where online gambling is prohibited. All client onboarding includes licence verification.

Our Journey

Eight years, 18 markets, 50+ operators

2017

Founded in London

ADN Marketing Media incorporated as a specialist iGaming digital agency. Initial focus on UKGC-regulated casino and sports betting clients. First 5 operator accounts secured within 90 days.

2018

MGA Market Expansion

Extended service offering to Malta-licensed operators. Built out multilingual content team covering English, German, Swedish and Finnish markets. First white-label agency partnerships signed.

2019

Technical SEO Practice Launched

Hired dedicated technical SEO team. Developed proprietary site audit framework specifically calibrated for iGaming compliance requirements and the unique crawl challenges of gambling sites. SBC Awards shortlisted.

2020

Affiliate SEO Division

Launched dedicated practice for affiliate publishers. 25+ affiliate clients onboarded in H1. Team expanded to 18. ISO 27001 certification process initiated — critical for clients handling player data adjacent to our deliverables.

2021

ISO 27001 Certified

Achieved ISO 27001 certification. Joined Sports Business Collective (SBC) as agency member. Opened accounts in Netherlands following KSA market opening. Swedish Spelinspektionen compliance training completed for all content staff.

2022

German GGL Market Entry

Earliest mover in German Gemeinsame Glücksspielbehörde der Länder (GGL) SEO. Built out compliance-first content framework for the new regulated market. German-speaking content team quadrupled. 35+ active clients.

2023

B2B & Provider Practice

Extended services to platform providers, RNG suppliers and payment solution companies within the B2B iGaming supply chain. Google Partner status achieved. EGR B2B Awards shortlisted for first time.

2024

EGR Nominee — SEO Services

Nominated for EGR B2B Awards in the SEO Services category. 50+ active operator and affiliate clients. 18 regulated markets served. 94% 12-month client retention rate. 24 full-time iGaming specialists.

How We Work

Principles that don't bend

Every decision we make is tested against four non-negotiable principles — built from 8 years of operating in one of the world's most scrutinised digital sectors.

⚖️

Compliance First

We only work with licensed operators and affiliates. Every content brief, every link, every campaign is reviewed against the applicable regulatory framework before execution. Non-compliance is not a risk we take on behalf of clients.

📊

Data-Led Strategy

iGaming SEO decisions based on gut instinct are expensive decisions. Every keyword target, content format and link placement is supported by competitive data, traffic modelling and conversion analysis from regulated markets specifically.

🌍

Market-Native Content

We don't translate. We create. Each regulated market has its own cultural context, betting behaviour and regulatory language. Our multilingual content teams are composed of native speakers with iGaming domain knowledge.

🔒

Data Security

ISO 27001 certified since 2021. All client data, keyword strategies and performance reports are handled under strict information security protocols. NDAs are standard on all engagements. No client data is ever shared or benchmarked externally without consent.

🤝

Long-Term Partnership

Our 94% retention rate isn't an accident. We structure our relationships to incentivise long-term organic growth, not short-term traffic spikes. Most of our clients have been with us for 3+ years. We grow when they grow.

🧩

Responsible Gambling

We hold ourselves to the same standard we ask of our clients. All content we produce for regulated markets includes mandatory RG messaging. We actively decline briefs that seek to minimise or obscure responsible gambling information.

The Team

Former operators. Current specialists.

Our senior team came from inside licensed operators and affiliate networks before joining ADN. That background is non-negotiable when hiring — we need people who understand both the opportunity and the compliance boundaries.

DH
Daniel H.
Founder & Strategy Director
12 years in iGaming SEO. Former Head of Organic at a FTSE-listed operator. Led UK Gambling Commission compliance training. iGaming Business contributor.
UKGC MGA Google Partner
SM
Sarah M.
Head of Content & Compliance
Former compliance manager at an MGA-licensed operator. Leads our content quality and regulatory review process. CAP Code specialist. 9 years in regulated gambling content.
CAP Code GDPR RG Lead
JK
James K.
Technical SEO Lead
Specialises in the technical infrastructure of casino and sportsbook platforms. Deep experience with headless CMS, Core Web Vitals at scale, and the specific crawl architecture challenges of iGaming sites.
Core Web Vitals CrUX Log Analysis
ET
Elena T.
International SEO Director
Leads our multilingual SEO and content operations across 18 regulated markets. Native-level German, Swedish and English. Former affiliate programme manager at a major European operator.
GGL Spelinspektionen KSA
AB
Alex B.
Link Building & Digital PR
8 years in iGaming digital PR and backlink acquisition. Former affiliate SEO lead. Manages our publisher relationships and outreach across regulated gambling and mainstream media verticals.
Digital PR Affiliates DR 70+

Certifications & Standards

We hold ourselves to the same standard as our clients

Operating in regulated iGaming means our own internal standards have to match the expectations placed on the operators and affiliates we serve.

🔒

ISO 27001 — Information Security Management

Certified since 2021. All client data, keyword research, competitive intelligence and campaign documentation is managed under our ISO 27001-aligned ISMS. Annual third-party audit.

Active Certification
🔍

Google Partner — Search Advertising

Certified Google Partner with active Search badge. Our team maintains Google Ads and Analytics certifications, enabling us to connect organic and paid search strategies for iGaming clients.

Current Partner Status
⚖️

GDPR — Data Protection Compliance

Registered with the ICO (Information Commissioner's Office). All data processing activities documented under GDPR Article 30 records. DPA agreements in place with all clients and data processors.

ICO Registered
🎰

CAP Code — Gambling Advertising Standards

All content produced for UK-facing campaigns is reviewed against ASA/CAP Code requirements for gambling advertising. Content team trained in CAP gambling rules, including the specific requirements around responsible gambling messaging.

Trained & Compliant
🌍

GGL Compliance Training — German Market

Full team training on Gemeinsame Glücksspielbehörde der Länder (GGL) content requirements for the German regulated market. One of the earliest UK agencies with a certified GGL compliance practice.

Market-Specific Trained
🛡️

iGaming Business — Industry Verified Agency

Listed as a verified iGaming B2B service provider by iGaming Business, the industry's leading trade publication. Verified listings require active client references and regulatory compliance confirmation.

Industry Verified

Regulatory Approach

Compliance is the product, not a constraint

Every regulated market we operate in has its own advertising rules, content restrictions and responsible gambling requirements. We build these into every brief — not as an afterthought, but as the starting point.

What we always do

  • Licence verification — confirmed before any client onboarding. We check regulatory databases directly.
  • Market-specific RG messaging — GamStop, BeGambleAware (UK), AGOG (SE), Spelinspektionen warnings, BZgA (DE) required messaging applied correctly.
  • CAP Code review — all UK-facing content is reviewed against ASA gambling advertising rules before publication.
  • Age-gating signposting — 18+ / 21+ messaging appropriate to market present on all gambling-adjacent content.
  • Affiliate disclosure — all affiliate and sponsored content properly labelled in line with ASA, FTC and applicable market guidance.
  • GDPR data handling — all keyword research and analytics data handled under our GDPR-compliant data processing framework.

♠️ Responsible Gambling Commitment

ADN Marketing Media is committed to responsible gambling standards in all content we produce. We require clients to display responsible gambling information and links to appropriate support organisations (such as GamStop, BeGambleAware, Gamblers Anonymous) on all pages to which we contribute. We decline briefs where the purpose is to obscure, minimise or work around responsible gambling requirements.

What we never do

  • Unlicensed operators — we do not accept clients without a valid gambling licence from a recognised regulatory authority.
  • Prohibited markets — no campaigns in markets where online gambling is illegal or where we cannot verify regulatory status.
  • Misleading bonus claims — we do not create content that misrepresents bonus terms, wagering requirements or promotional conditions.
  • Minor-accessible content — no content placed on channels with significant under-18 audiences. Media plans reviewed against audience demographics.
  • Grey-market affiliate schemes — we do not participate in or build links from affiliate schemes operating outside of licensed markets.
  • Cloaked or deceptive content — all content we create is factually accurate and consistent across all user contexts. No bait-and-switch landing pages.

Regulatory bodies we monitor

  • UK Gambling Commission (UKGC)
  • Malta Gaming Authority (MGA)
  • Gibraltar Regulatory Authority (GRA)
  • Isle of Man Gambling Supervision Commission (IOM GSC)
  • Gemeinsame Glücksspielbehörde der Länder — Germany (GGL)
  • Spelinspektionen — Sweden
  • Kansspelautoriteit — Netherlands (KSA)
  • Autorità per i Giochi (ADM) — Italy

Awards & Recognition

Recognised by the industry we serve

Awards nominations in iGaming B2B are competitive. These recognitions come from a community of peers who understand what specialist execution looks like.

🏆

EGR B2B Awards — SEO Services

Nominated for the industry's most-recognised B2B iGaming award in the SEO category, judged by operators, investors and senior industry figures.

2024 Nominee
🥈

SBC Awards — Digital Agency of the Year

Shortlisted by the Sports Betting Community awards for Digital Agency of the Year, recognising our growth results for regulated sportsbook clients.

2023 Shortlisted
⭐

iGaming Business — Recommended Agency

Listed in iGaming Business' annual guide to recommended B2B service providers, based on verified client references and industry reputation.

2022 & 2023
📈

Google Partner Recognition

Recognised as a Google Partner with active Search certification — one of under 4,000 UK agencies holding Partner status in any given year.

2021 – Present

Industry Memberships

Active members of the iGaming community

Membership of industry bodies keeps us current on regulatory changes, market developments and best practice standards across every market we operate in.

Sports Betting Community (SBC)
Agency member since 2020. Access to regulatory briefings, compliance updates and the SBC's network of licensed operators and affiliates.
Member Since 2020
iGaming Business
Verified agency listing with iGaming Business — the industry's leading B2B publication and events organiser. Contributor to industry research.
Listed Since 2022
EGR (eGaming Review)
Nominated agency participant in EGR B2B ecosystem. Access to EGR Power 50 and regulatory update briefings across EMEA markets.
Participant Since 2023
SEMPO (Global SEO Body)
Member of the Search Engine Marketing Professionals Organisation. Adherence to SEMPO code of ethics across all search marketing activities.
Member Since 2019

iGaming Market Intelligence

The numbers behind organic iGaming

Organic search is the dominant acquisition channel in regulated iGaming — and one of the most technical verticals to execute correctly. These are the benchmarks that define what good looks like.

📊
47%

Of new UKGC player registrations come from organic search

The single biggest acquisition channel for licensed operators — ahead of paid search (31%) and affiliates (14%). Organic is the highest-ROI and most sustainable channel in regulated markets.

↗ H2 Gambling Capital Acquisition Analysis, 2023
💷
£420

Average paid search CPA for depositing players in UK iGaming

Compared to an organic CPA equivalent of £18–£45 at top-3 rankings. Organic delivers a 9–23× ROI advantage over paid search for operators with established domain authority.

↗ WordStream iGaming Benchmarks 2023 · ADN internal tracking
🏆
57.5%

Of clicks on commercial iGaming keywords go to the top 3 organic results

Position 1 alone captures 31.7% for queries like "best casino sites UK". The winner-takes-most structure of iGaming SERPs makes top-3 the only commercially viable target.

↗ Sistrix CTR Study — iGaming Vertical, 2023
🌍
$96.9B

Global online gambling market in 2023 — growing at 11.5% CAGR

Projected to reach $153.6B by 2030. New regulated markets opening across Europe and North America are creating first-mover SEO advantages for operators who invest in organic infrastructure early.

↗ Statista Global Online Gambling Market Report, 2024
View Our Case Studies →

Client Testimonials

What our clients say

All testimonials come from licensed operators and affiliate publishers with confirmed regulatory status. Licence references provided with client permission.

★★★★★

"ADN understand the UKGC landscape better than any agency we've worked with. They flagged a CAP Code issue with our bonus content before it went live — saved us a compliance headache. Their technical team rebuilt our category architecture and we jumped from page 4 to top-5 on our main terms in six months."

Marcus O. — Marketing Director
Marcus O. — Marketing Director, UK Casino UKGC Licensed — Active Verified UKGC Client
★★★★★

"We came to ADN when Germany opened. Nobody in our previous agency roster had GGL-specific experience — ADN had already built the compliance framework. Within 4 months we had indexed pages ranking for German casino keywords. The multilingual content quality is genuinely better than what our in-house team produced."

Frederic R. — CMO
Frederic R. — CMO, German Casino & Sportsbook GGL Licensed — Sports & Casino Verified GGL Client
★★★★★

"As an MGA-licensed affiliate publisher, we needed an agency that understood both sides — operator and affiliate. ADN's team includes former affiliate managers which made the strategy briefing process genuinely efficient. We went from 12,000 to 68,000 monthly organic sessions in under a year. The link quality is exceptional."

Karen W. — CEO
Karen W. — CEO, iGaming Affiliate Publisher MGA/B2C Licensed Affiliate Verified MGA Client

Press & Industry Coverage

What the trade press is saying

Our work and expertise have been covered by the iGaming industry's leading trade publications and events platforms.

iGaming Business — 2024

"The specialist iGaming SEO agencies reshaping operator acquisition strategy"

Feature on the rise of compliance-first specialist agencies in B2B iGaming, with ADN cited as an example of the operator-background model.

iGaming Business Magazine — Q1 2024
EGR B2B Awards — 2024

"EGR B2B Awards 2024: SEO Services Nominees Announced"

ADN Marketing Media listed among nominees in the SEO Services category — one of the most competitive categories in the annual EGR B2B Awards programme.

EGR Global — 2024 Awards Season
SBC Summit — 2023

"Panel: Building organic acquisition in regulated markets without cutting compliance corners"

ADN Strategy Director contributed to SBC Summit panel on organic acquisition strategy in markets with strict advertising restrictions including UKGC and GGL.

SBC Summit Barcelona — 2023

Ready to work with iGaming specialists?

Tell us your market, your licence and your organic goals. We'll build a proposal around where you are and where you need to be.

Request a Proposal → View Our Services