The iGaming Industry Spends Billions on Marketing — Kooc Media Wants to Know Why PR Is Not Part of the Budget

Online casinos spend fortunes on affiliate deals. Sportsbooks pay millions for stadium sponsorships. Betting platforms bid aggressively on paid search keywords that cost more per click than most industries can stomach. And yet, when you search for the majority of iGaming brands on Google, the results tell a story of a marketing gap that all that spending has failed to close. There are no news articles. No independent coverage. No third-party validation of any kind. Just the company’s own website surrounded by emptiness.

Kooc Media, a PR distribution agency that has served the gambling and crypto sectors since 2017, thinks this is the biggest missed opportunity in iGaming marketing. The agency now offers dedicated PR packages for every type of iGaming company, providing guaranteed press placements, in-house editorial support and global distribution designed to give gambling brands the media presence their marketing budgets should have built years ago.

The Channel Nobody Uses

Ask an iGaming marketing director where their budget goes and the answer typically includes affiliates, paid media, CRM, social, sponsorships and perhaps influencer campaigns. Ask them about PR and the conversation usually stalls. Some have tried it and been disappointed. Others have never considered it. A surprising number assume that press coverage is simply not available to gambling companies.

That assumption is partly correct when it comes to traditional PR. Mainstream publications routinely decline gambling content. Pitching a casino launch or a sportsbook promotion to a business journalist at a national newspaper is largely an exercise in collecting rejection emails. Even gambling trade media can be hard to crack without existing relationships or a headline-grabbing story.

But the assumption falls apart when the PR model changes. Kooc Media does not pitch stories to external publications and hope someone bites. The agency publishes content through news sites it owns, guarantees placements before campaigns begin and distributes press releases through a global partner network that includes some of the most recognised names in financial media. For iGaming companies that thought press coverage was out of reach, this model opens a door that traditional PR kept firmly closed.

“iGaming companies are not short of marketing sophistication,” said Michelle De Gouveia, spokesperson for Kooc Media. “They run incredibly advanced acquisition programmes. The blind spot is PR. Most of them have never had a single news article published about their business, and they have no idea how much that is costing them in player trust and conversion rates.”

What Kooc Media Brings to iGaming

The agency operates a portfolio of news websites including Blockonomi, CoinCentral, MoneyCheck, Parameter, Beanstalk and Computing. These publications cover gambling, cryptocurrency, personal finance and technology, and they are all listed on the brands page.

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Ownership of these publications is what makes Kooc Media’s guarantee possible. Client articles go through the agency’s editorial review process and are published directly on the owned sites. There is no pitch, no external editor, no waiting and no risk that the article will be declined. If the content is accurate, well-written and compliant with advertising regulations, it gets published. Typically the same day it is submitted.

Beyond the owned network, Kooc Media’s gambling PR packages include distribution through hundreds of partner websites and thousands of syndicated outlets. At premium levels, this distribution places iGaming articles on platforms including Business Insider, Bloomberg, Benzinga, MarketWatch, USA Today and Dow Jones feeds. For a gambling company, appearing on a mainstream financial publication communicates a level of legitimacy that no amount of affiliate traffic or social media activity can replicate.

Why Press Coverage Matters More Than iGaming Marketers Realise

The value of PR for iGaming companies goes beyond brand awareness. It directly affects the metrics that marketing teams are already measured on.

Player conversion. When a potential player researches an online casino or sportsbook, press coverage on independent sites is the single most powerful trust signal available. Players who find articles from recognised publications during their research are significantly more likely to complete registration and make a first deposit than players who find nothing.

Partner confidence. iGaming companies do not operate in isolation. They depend on relationships with game providers, payment processors, affiliate networks and white-label partners. A company with visible media coverage is easier to do business with. It looks established. It looks like a safe bet.

Regulatory credibility. Licensing authorities research companies before granting or renewing licences. A media footprint that includes coverage from reputable publications contributes to the overall picture of a professional, transparent operation.

Investor interest. For iGaming companies seeking funding, press coverage provides independent validation that supports pitch decks and due diligence processes. Investors search for brands before committing capital, and what they find shapes their confidence.

Search engine dominance. Articles on high-authority domains rank strongly in Google results. Multiple placements across different authoritative sites create a commanding search presence for a brand name, pushing down negative content, competitor mentions and low-quality forum threads.

Services for the Full iGaming Value Chain

Kooc Media works with companies at every level of the iGaming industry.

Online casinos get coverage for launches, licensing achievements, game provider partnerships, payment integrations, promotional campaigns and platform improvements. Crypto casinos get the additional benefit of Kooc Media’s crypto PR expertise, ensuring blockchain-related content reaches the right audience with technical accuracy.

Sportsbooks get coverage timed around sporting calendars, market openings, product launches, technology rollouts and regulatory milestones. The editorial team understands betting industry dynamics and produces content that connects with both recreational and serious bettors.

Poker operators, bingo platforms and lottery services get coverage in niches where media attention is scarce and even modest PR investment delivers outsized visibility compared to competitors who invest nothing.

Software studios and platform providers get B2B-focused coverage that supports commercial conversations. Articles about new game titles, platform features and technology partnerships on finance and tech publications add weight to sales processes in ways that trade show appearances and LinkedIn posts alone cannot match.

Affiliate programmes, payment processors and support service providers get coverage that positions them as credible partners within the iGaming supply chain, documenting company growth and attracting new business relationships.

The Campaign Experience

Kooc Media has designed the process to be as low-effort as possible for the client.

The iGaming company provides a brief outlining the announcement or story angle. This can be a detailed document or a few paragraphs summarising the key points. Kooc Media’s editorial team takes the brief and produces a press release or sponsored article. The writers have spent years covering iGaming and produce content that belongs on a news site rather than reading like a marketing email. Clients who have their own content ready can submit it directly.

The finished article is published on Kooc Media’s owned sites. Same-day publishing is standard for most submissions. Homepage placements are available for clients who want their article pinned to the top of the site for a fixed period, maximising visibility during the feature window.

Distribution through the partner network follows, with the scope determined by the package selected. Everything from niche finance and tech outlets to global financial news platforms is available depending on the client’s goals and budget.

After distribution, a full report is delivered listing every live URL. No estimated figures. No vague reach metrics. Just a clickable list of real articles on real websites.

Writing for a Regulated World

iGaming advertising regulations vary by jurisdiction but the direction of travel is universal — stricter rules, more oversight, higher penalties for non-compliance. Press content for gambling companies must navigate responsible gambling requirements, truthfulness standards, age-targeting restrictions and jurisdiction-specific promotional rules.

Kooc Media’s editorial team has written for regulated industries daily since the agency was founded. Their experience spans gambling and cryptocurrency — two sectors where promotional content must be carefully constructed to satisfy regulators while still delivering commercial value. Every article produced for an iGaming client is written with these requirements in mind from the first sentence to the last.

“Compliance is embedded in our editorial process,” said De Gouveia. “We never produce content that puts a client’s licence or reputation at risk. Our writers know where the lines are and they do not cross them.”

Getting Started

Fixed-price packages offer iGaming companies a simple entry point with defined placements, editorial support and complete reporting. Custom campaigns accommodate larger requirements including multi-brand coverage, geographic targeting, specific publication lists, multi-format content strategies and ongoing monthly programmes.

Both options are available to iGaming companies of any size, from a single-brand startup to a publicly listed operator managing a portfolio of gambling products across multiple regulated markets.

About Kooc Media

Kooc Media is a PR distribution agency specialising in iGaming, cryptocurrency, fintech and technology. The company owns and operates multiple news websites and distributes press releases and sponsored articles through a global partner network. Founded in 2017, Kooc Media provides content creation, guaranteed placements, newswire distribution and managed campaigns for online casinos, sportsbooks, betting platforms, poker rooms, iGaming software providers, blockchain projects and digital finance companies.

Kooc Media’s gambling PR packages are available now through the company’s website at https://kooc.co.uk.