According to SIGMA, in 2025, union marketing in the iGaming area ushered in fundamental changes. GoogleAI is no longer just a ranking factor, but a proactive participant in the user scene by generating responses, solutions and filtering search results. This led to natural flow being tilted towards the AI summary, and the effectiveness of traditional SEO technology being reduced.
Marketingers are refocusing their strategies, the number of links is no longer critical and the quality of interaction is at the core. This shift is reflected in a focus on the long-term value of players rather than short-term CPC commissions, the regulated market for deep-farming, and the prioritization of individualization and mobile-end experiences. The new methodology also requires the integration of AI assistants and the adaptation of voice and semantic search scenarios. Current Effective Tools and Strategies Meaningful content replaces lengthy text:Provides short and precise materials for specific queries, such as illustrations, comparison tables, interactive calculators; EEAT (experience, professionalism, authority, credibility) and subject authority:Profession, brand transparency, and citation of content as key confidence signals; Mixed realization mode:The CPC model is giving way to mixed income-sharing agreements linked to the lifetime value of players; Multimedia applications:Videos, information maps, plugins and matching tools can enhance conversion and retention rates; Digital footprint management:Increased frequency of AI assistant quotes by operating brand references, author ‘ s own brand and external platform reputation.
At the SIGMA Euro-Mediterranean Summit, industry experts confirmed this priority migration. The view was expressed that the test methodology should balance geographical specificity rather than universalization. It was concluded: “Create a balanced combination and then expand the real transformational strategies.” Preparation for algorithm updateThe trade marketing and SEO agent, HolyTraff, on behalf of Olga Maximova, pointed out the need to strengthen professional and brand signals in response to the 2026 search rule changes. “Modern SEOs are concerned with ecosystems, trust and professional competence, rather than with the multiplicity of keywords”, which means that there is a need to move away from keyword orientation and bring together the depth of the subject matter. Collaborative media should provide background, case studies, data and conclusions to help algorithms identify true professionalism. Olga Maximova stressed that marketing content should mark the author ‘ s information and verify his qualifications through public information, such as British information, YouTube channels, as the author ‘ s personal brand has become one of the most important expressions of trust in Google. “Write like answers to specific questions: be clear, structured and contain conclusions”, a format that is more appropriate to modern search models. In addition, it is important to track the inclusion of AI summaries and examples of AI quotes and to integrate them into the analysis system. Danylo Diachenko of the marketing and traffic optimization company DEVILS stressed at the conference that the country’s government is not going to be able to make a difference.The selection of partners should be based on criteria such as process stability and reputation, rather than just size.“In assessing partners, we consider the stability of products, the degree of compliance with agreements and the quality of implementation of obligations.” In his view, predictable results were the core indicator of successful cooperation. Smart decision-making and efficient resource allocation can be achieved by analysing the ability of partners to process traffic, transform their capacity to maintain and comply with agreements. Data analysis allows for the identification of partner panels. Investment returns are increased by adjusting activities and products. “Credible processes, transparent communication and shared corporate values are the basis for long-term cooperation, risk minimization and expansionary growth.” He concluded.
The experts recommended that the vendor revisit the core performance indicators:Priority is given to the life value of players, retention rates and quality of players, rather than short-term CPC data.It is recommended that authority be built through the creation of individual branding, the publication of professional content and the enhancement of citation of content, thus enhancing the trust of search engines and users. At the same time, content should be diversified: short guides, interactive content, video and comparison tools better suited to the demands of the search age. Mixed realization models must be tested to link remuneration to the real long-term value of the player. Systematically operating the digital footprint of the brand is also essential: monitoring how AI uses materials and optimizes the source of references increases the chances of being selected for the AI digest and enhances the subject authority.
Marketers that prioritize content, professional authority and user experience will have a competitive advantage in the future.