Marketing in iGaming: Proven Trends We’re Trusting in 2025

Hello, it’s me again Irina Makarova . I’ve been wondering—how many articles offering you mind-blowing, new-to-the-game tricks in iGaming marketing have you come across so far? Well, I’m making you a fresh one all by myself.

For me 2025 is the year of shopping in your own closet—or, in other words, using the upgraded yet trusted techniques I’ve been swearing by for years. And no, I’m not saying you should ignore evolving and rising trends. I’m only suggesting that you use them wisely.

Long story short, here’s what my team of 70+ marketers and I are sticking with in 2025:

Brands Exploring Their Unique Brand Archetypes

Marketing and brand development in iGaming have long surpassed their initial stages. Larger companies like Soft2Bet, SoftSwiss, BetConstruct, and PIN-UP have all evolved within brand archetypes that were carefully crafted over the years.

The purpose of choosing a brand archetype is to provide guidance and inspiration. So, in 2025, I believe more brands will explore the idea of identifying a brand archetype that aligns with their company’s mission and communication strategy.

Marketers Swearing by ICP

Every meaningful relationship should have a solid foundation. For Marketing & Sales, that foundation is establishing an ICP (Ideal Customer Profile).

Your team needs an ICP because it’s one of the easiest frameworks for identifying and profiling the perfect customers you’ll be targeting. ICP is a crucial step in your ABM strategy and overall digital marketing as it sets a standard for lead qualification. And we all know how tricky that can be.?

Don’t get overwhelmed in 2025 by questions like, “Who do we consider an MQL and SQL?” Research your ICP.

The Blend of ABM & Digital

Yes, in most situations, two is always better than one. It’s a well-known fact that when metals are combined, they become stronger by leveraging each other's unique properties. The same goes for combining ABM and Digital funnels.

In my experience, it’s not enough to just identify a segment of potential customers, you should also engage them with meaningful content. Start by introducing your audience to your brand or product through a targeted brand awareness campaign. Then, spark their interest and build trust by showcasing your brand personas and sharing valuable expert content. Only after that should your Sales team step in to seal the deal.

What I’m saying here is that combining a traditional digital funnel with ABM’s targeted approach creates a more cohesive experience for the customer.

Mixed Content Formats

Our Head of Content is not joking when it comes to content formats. In fact, the guy is so serious about his job that we all fear anyone who dares suggest, “Let’s just put up some research.” Just some research?!

In reality, he’s right. Investing time and money into a 40-page PDF full of numbers works in specific cases, but it doesn’t appeal to a wide audience. As a team, we always use storytelling techniques in every content piece. Whether it’s a market research report, a blog post, or an article, we add short quotes or interviews from market experts, share brand opinions, and avoid falling into the trap of rigid format rules.

Final Thoughts

All in all, these are just a few of the strategies we’ll be focusing on moving forward. What are some of your proven tactics? I’d love to hear them—share your thoughts in the comments!