iGaming Digital PR Services

It is scoped per brief, because the cost depends on the data you hold, how much cleaning and analysis it needs, how many markets the story has to be localised for and whether you want one story or a monthly programme. Send the brief and you get a written scope within two working days: datasets, expected stories, markets, timeline and a price. We do not price per link or per piece of coverage. Nobody selling earned coverage honestly can, and a per-link price on a “PR” invoice usually means the publication is being paid.

No, and you should walk away from anyone who does. An editor decides whether a story runs, and if a vendor can promise the outcome, they are paying for the placement or syndicating a release to sites with no readers. What we guarantee is the process: real data, a written methodology, a story scored against 9 checks, a media list you approve, individual pitches to named journalists, and a ledger where every link has been opened by us. Placed links are re-checked for twelve months and removed ones are pursued and replaced in the plan.

Three places. Your own systems, which are usually the richest source: wagering patterns, payout and RTP data, deposit-method mix, odds movement, all anonymised and aggregated before anyone outside your company sees them. Public sources we can name, such as regulator filings, licence registers and search-demand data. And research we run ourselves, with a real panel, a stated sample and fieldwork dates. Every story names its source in the methodology, because the first thing a good reporter asks is where the number came from.

Yes, with three conditions that are non-negotiable. It is anonymised, so no player is identifiable, directly or by inference. It is aggregated, so the story is about patterns across thousands of accounts, never about any individual or small group. And it is compliance-checked against your licence conditions and your data-protection obligations before it is written up. Your compliance and legal teams see the methodology and the headline figures before the story goes anywhere, and can strike anything.

Then we build the story on data you can commission or compile. Regulators publish licence registers, channelisation rates and enforcement actions that nobody has turned into a story yet. Search-demand studies can be built from public tools. Odds movement around a major event can be tracked from public markets. A properly run survey, with a named panel and a published methodology, is legitimate research. What we will not do is invent a figure to fill the gap, and if a market genuinely has no defensible dataset for the angle you want, we will say so in the scope.

Weeks, not days. The written plan arrives within two working days of the brief, the data audit and story sign-off take roughly the first month, the asset and media list follow, and the first pitch wave usually lands somewhere between weeks five and eight depending on how clean the data is. Coverage then arrives over the following weeks as desks pick the story up. Any ranking effect follows the usual pattern for gambling: first meaningful movement in months three to six. Faster than that is a sign someone is buying placements.

Yes, if the story is about something other than the brand. Trade press covers the industry daily. Business desks cover listed operators, M&A, tax and regulation. Regional news covers local venues and local rules. Sports desks cover odds and betting demand around fixtures. Consumer money and tech titles cover what players do and what it costs them. None of them will run an advert, and all of them will run a well-sourced data story with a named spokesperson. The brand gets credited because it produced the data, which is exactly the citation you want.

Yes, as part of the quarterly programme. Regulation announcements, licence decisions, major sporting events and market openings all create windows where a desk wants a data point or a quote within hours. We keep a standing set of cleared figures and a named spokesperson ready for those, and we pitch them the same day. Reactive work only lands if the groundwork is in place, which is why it is bundled with the programme rather than sold on its own.

Indirectly, and nobody should tell you otherwise with confidence. AI answer engines draw on sources they can attribute, and the pattern that appears to matter is being named in publications with real editorial reputations, citing original data. That is precisely what earned coverage produces: a named brand, a named dataset and a methodology page, cited by a trade title or a national desk. It is a stronger foundation than any placed link. But we do not promise AI citations, we do not measure success by them, and neither should anyone else.

The publication decides, and we report exactly what was published. Trade press and regional news usually link normally; some national titles apply nofollow or sponsored attributes to every outbound link as policy. We do not treat a nofollow link from a real publication as a failure, because the citation, the brand mention and the referral traffic are the point, and a profile made entirely of followed links from gambling-friendly sites is itself a pattern. The ledger records the attribute on every row, so you can see the mix for yourself.

It is the most defensible link format there is, because nothing is bought and every link was an editor’s decision. The risk in a regulated market is not the link, it is the story: a quote that reads as an inducement, a figure that a regulator disputes, a chart that shows something your licence conditions say you should not promote. That is why compliance clearance is one of the 9 checks and your compliance team sees the story before pitching. We never syndicate, never pay publications, and never pitch a number we cannot source.

Yes. Story documents, media lists, assets and coverage ledgers ship unbranded in your template, and we never contact your client or their journalists in our own name. Reseller pricing is set on your total book across all clients rather than per campaign. The same 9 checks run on every story, and if one of your clients holds a licence that makes a particular angle unsafe, or has no defensible data for the story they want, you hear that from us before you sell it on.

Yes. You see every target publication and every named journalist, with the angle we intend to pitch them and their recent coverage of the topic, before the first email goes out. You strike anyone you don’t want approached, including titles you already have a relationship with or desks your PR team is handling. A vendor who will not tell you where the coverage will come from until it appears is hiding a wire network or a pay-to-play list, not a trade secret.

Every placed link is re-checked at 14 days, 90 days and then quarterly for twelve months. If one disappears, we first find out why: a site redesign, an editorial policy change, a story being unpublished. We then pursue reinstatement with the desk, which works more often than people expect when the story was legitimate. If it cannot be reinstated, the placement is replaced in the plan, so the campaign’s coverage target does not quietly shrink. Earned links cannot be swapped like bought ones, which is why the re-check schedule matters more here than anywhere.