Marketing in the iGaming space is a high-stakes game — not only do you compete for user attention, but you also face strict compliance rules, rapid market changes, and intense pressure to deliver measurable results. In such an environment, processes are not a luxury — they are the foundation of sustainable growth.
As CMO of UK gambling project, inspired by Andrii Mazurenko's experience implementing processes in a product team (source), I have offered the idea specifically for iGaming marketing. Here are the 5 core processes every iGaming marketing department must establish to grow effectively.
Content backlog and publishing calendar
Why it matters: In iGaming, reacting quickly to seasonal events (tournaments, promotions, new game launches) while staying aligned with brand strategy is critical. Without structured planning, your content becomes reactive, inconsistent, and disconnected from your business goals.
How it works: Start with a well-organized content backlog — a database of SEO-driven topics, trending themes (from tools like Google Trends), campaign ideas, and upcoming events. Then map everything into a centralized monthly publishing calendar covering all channels: email, SMS, social, Telegram, blog, PR, and affiliate promotions. Tools like Notion, Airtable, or Kontentino can streamline this.
The result: Content is timely, strategically aligned, and team bandwidth is optimized — no more last-minute rush jobs.
Structured creative briefing and approval workflow
Why it matters: In iGaming, every piece of creative must meet strict regulatory, legal, and partner requirements. A poorly approved asset could lead to ad bans, reputational damage, or even financial penalties.
How it works: Develop a standardised briefing template that includes campaign goals, audience, platform, geo-targeting, age restrictions, and legal compliance. Establish a workflow that includes input and approval from marketing, product, legal/compliance, and partners.
The result: Faster turnaround times, fewer mistakes, and bulletproof compliance across regions and platforms.
CRM and lead lifecycle management
Why it matters: iGaming leads come from diverse sources — affiliates, PPC, SEO, referrals — and tracking only the sign-up event isn’t enough. You need visibility into player behaviour, first deposits, lifetime value, and churn patterns.
How it works: Integrate your CRM with your gaming platform and business intelligence stack. Track behavioural KPIs like FTD, ARPU, and LTV, and segment leads by channel, device, country, and preferred games. Use systems like HubSpot, Salesforce, or industry-specific CRMs for full visibility.
The result: Marketing becomes a revenue partner — not just a lead generator — by tying campaigns directly to real money outcomes.
Weekly cross-functional syncs
Why it matters: iGaming marketing touches product, customer support, VIP management, and affiliates. Without regular communication, tasks get duplicated, priorities drift, and critical info falls through the cracks.
How it works: Host a 30-minute weekly sync with key team leads. Cover current promotions, launches, support trends, and channel performance. Document key action points and align timelines across departments.
The result: Smoother campaign execution, fewer surprises, and stronger inter-team alignment.
End-to-end analytics and monthly reporting
Why it matters: Tracking clicks and conversions is no longer enough. In iGaming, you need to see the full picture — from user acquisition to deposit, retention, and revenue contribution.
How it works: Set up unified dashboards pulling data from ad platforms, CRM, the game platform, and your BI tools. Use UTM tags across all acquisition channels. Every month, deliver a report tracking CAC, ROI, FTDs, churn, and revenue by segment.
The result: Data-driven decisions, optimized budget allocation, and clear ROI tracking across the funnel.
As Andrii Mazurenko put it:
The processes worked even when I wasn’t around — that’s how I knew the team had adopted them.
This should be your goal too.
Building these 5 processes will help your iGaming marketing team go from reactive to strategic, and set the foundation for sustainable, scalable growth in one of the most competitive industries online.
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