Compliant Google Ads
Gambling certification, market-by-market policy handling and bidding to first-time depositor value.
01 / iGaming
Google Ads, SEO and AEO for iGaming operators that actually convert.
Most agencies refuse iGaming. We specialise in it — sports betting, casino, fantasy, lottery and esports operators trust Syte for compliant, high-ROI player acquisition.
The reality
Why iGaming marketing is different — and why most agencies fail at it
iGaming sits inside a certification and policy maze. Google requires gambling certification per market, Meta restricts creative and targeting, and app stores and affiliates each add their own rules. One misstep gets accounts suspended rather than merely underperforming.
The economics are different too. A registration is not a customer. What matters is first-time depositors, deposit value and retention over months — so the tracking and the bidding have to be built around those events, not sign-ups.
We have run compliant acquisition for operators across sports betting, casino, fantasy, lottery and esports, and we build the compliance work into the campaign from day one instead of reacting to a suspension.
What we do
Full-stack iGaming acquisition
SEO and AEO for operators
Rank for brand, bonus and market terms — and get cited when players ask AI assistants for options.
Paid social and influencer
Creative and partnerships that stay inside platform and regulator limits.
Verticals we cover
Sports betting, online casino, fantasy sports, lottery and esports.
Deposit-level tracking
Server-side events for registration, first deposit and repeat deposit value.
Retention reporting
Cohort reporting on player value so acquisition spend is judged on lifetime, not day one.
200+Brands served since 2014
130+Active client campaigns
100+Published case studies
10+ yrsPremier Google Partner
Straight talk
The honest pros and cons
No channel is right for everyone. Here is where this one wins and where it does not.
Paid acquisition for iGaming
Pros
- Volume can scale fast once certification and tracking are in place
- Every channel is measurable down to first-time depositor value
- Competitors who cannot get certified simply cannot appear
Cons
- Certification and policy work adds lead time before launch
- Creative freedom is genuinely limited by platform and regulator rules
- Costs rise sharply around major sporting events
FAQ
Common iGaming marketing questions
Can you actually run Google Ads for gambling in South Africa?
Yes, with the correct gambling certification for each market and licence in place. We handle the certification process as part of onboarding.
Which metric do you optimise to?
First-time depositor cost and deposit value, not registrations. Registrations are cheap and often worthless.
Do you work with affiliates?
We work alongside affiliate programmes and make sure attribution between affiliate and paid channels is not double-counted.
Which verticals do you cover?
Sports betting, online casino, fantasy sports, lottery and esports operators.
Talk to us
Tell us your growth target. We'll show you the fastest path to revenue.
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