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Movers and Shakers: Why flexibility and accountability are key to customer acquisition

“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
Allan Stone, CEO at Intelitics, looks at recent changes to paid search ads and how a bigger budget is not the magic bullet for successful affiliate programs
Just as online sportsbook and casino operators embraced paid media and paid search as powerful and effective customer acquisition channels, the game has changed again, with new challenges to overcome.
What’s happened? At Google Marketing Live 2025, the search giant announced it will be rolling out ads inside AI-generated answers. This is going to have a seismic impact on paid search, but get it right and marketers can gain a significant advantage over their rivals.
Here’s what the change means for real money gambling brands.
1 – Placement isn’t placement anymore
Your ads won’t show up in traditional search blocks and instead will be embedded inside the AI answer itself. This changes how you write copy for sports-betting-related queries. For example, “Best odds” messaging hits differently when it’s inside an AI response.
2 – Fewer clicks but better players
AI answers will reduce total clicks, but the users who click through will be high-intent bettors. Expect click-through rates to drop, but player conversion rates to rise. In short, it will be a shift from quantity to quality.
3 – Context beats keywords
Forget exact-match keyword strategies, as now, you need to match the intent behind what the user is asking AI across a wide range of sport betting-related queries, from betting lines to game props and even deposit methods.
4 – SEO traffic is about to crater
The AI block dominates the entire screen, especially on mobile, and is likely to be the player’s first port of call. If you’ve been relying on organic search alone for player acquisition, expect fast traffic drops.
5 – Optimise for AI, not just search behaviour
Operators and their marketers will need to rethink how their sportsbook features, player reviews and betting content show up when AI crawls and indexes it. Getting into the AI result is now just as important as ranking in the top positions for competitive keywords.
For me, this is the biggest shift in paid acquisition since the iOS privacy changes hit Meta, and operators and their marketers need to respond immediately.
Those using Performance Max and Google’s AI Max program can get ads in AI Mode, and so long as they adapt their messaging and targeting to this new reality, they will capture higher intent players while their competitors scramble.
Another area where some sportsbooks continue to scramble is performance marketing, where underperforming partner programs are costing operators millions. But not for the reason they think…
It’s not about having partners; it’s about how you manage them. In our experience, the gap between top-performing programs and the rest isn’t budget, it’s the freedom given to affiliate partners.
We’ve evolved from the days when operators controlled every pixel of partner content, and this is welcome progress. But there’s still a disconnect between what we say and what we do – allow me to elaborate.
Operators talk about empowering partners but then micromanage their messaging. They say they want authentic voices but reject content that doesn’t match their corporate tone. They seek performance but restrict the very tactics that drive it.
The reality is that the best partners already understand their audience much better than the operator ever will. They’ve built trust and they know what resonates, but they need to be able to speak authentically.
This is why smart operators focus on frameworks rather than restrictions. And this should include clear brand guidelines that protect compliance, as well as consistent values that maintain brand integrity. It’s also important to provide flexible creative assets that partners can adapt.
But creative freedom is only half the equation.
Without proper measurement, the partnership program is flying blind, and, in most cases, operators can’t answer even the most basic questions like “Which partners drive actual player value beyond initial sign up?” and “What’s the true LTV of players from different channels?”.
When budgets get tight, the first things to be cut are partnerships that the operator can’t prove are working. The market leaders have figured this out and have built both flexibility and accountability into their programs.
And at Intelitics, we are proud to be working with a growing number of operators who are using our marketing-tech suite and services to streamline tracking, automate reporting and push into new customer acquisition channels, including paid media and paid search.
In short, we help them bring flexibility and accountability to their acquisition efforts.
Latest News
Scott Pilgrim Takes Over San Diego – New Scott Pilgrim EX Gameplay and Physical Editions Revealed During San Diego Comic Con Panel

Physical Editions available for pre-order from Limited Run Games
San Diego got a face full of hard-hitting Canadian brawler action with a panel from Scott Pilgrim franchise creator Bryan Lee O’Malley, developer and publisher Tribute Games, Limited Run Games, and Universal Products & Experiences on Scott Pilgrim EX that included a lively discussion and a first-look at a gameplay teaser showcasing the start of Scott Pilgrim’s latest adventure. The panel culminated with an announcement revealing Scott Pilgrim EX’s physical editions, which will be available for pre-order now through Sept. 21 from Limited Run Games.
Today’s panel included Bryan Lee O’Malley as well as Tribute Games President Jean-Francois Major, Tribute Games Narrative Designer Yannick Belzil, Limited Run Games CEO Josh Fairhurst, Universal Products & Experiences Executive Producer John Melchior and was moderated by Blank Check Podcast host Griffin Newman. The panel dove into the game’s place in the franchise as a brand-new adventure in its ever-growing universe. Bringing some in-universe music to the show, acclaimed rock band and Scott Pilgrim alumni Anamanaguchi’s Peter Berkman made a surprise appearance to chat about the group’s involvement in creating Scott Pilgrim EX’s soundtrack and showcase a brand-new track from the game.
The sneak peek of gameplay for the upcoming beat’em-up highlighted the start of Scott and Ramona’s romp through Toronto. With Sex Bob Omb’s instruments stolen, the duo has to race across the city’s landscape, from its streets to its beaches (Toronto always had beaches, right?) and maybe even back in time to reclaim them from new gangs that threaten to take over the worl in d and Ramona’s returning evil exes.
You can watch the all-new Scott Pilgrim EX Gameplay Sneak Peek that debuted during the Scott Pilgrim EX San Diego Comic Con panel here: youtube.com/watch?v=nnR9UNNDEt0
Limited Run Games announced it will release three different physical editions of Scott Pilgrim EX – all of which are available to preorder now:
The Scott Pilgrim EX – Standard Edition ($39.99) includes:
- Game case with foil key art cover exclusive to the Limited Run Games’ preorder
- Reversible cover art with artwork by Crisppyboat
- Game disc/cartridge
The Scott Pilgrim EX – Deluxe Adventure Edition ($64.99) includes:
- Game case with foil key art cover exclusive to the Limited Run Games’ preorder
- Reversible cover art with artwork by Crisppyboat
- Game disc/cartridge
- Tie-in comic by Bryan Lee O’Malley
- CD game soundtrack
- Deluxe box with reversible cover art by illustrator Matias Bergara
The Scott Pilgrim EX – Ultimate Adventure Edition ($174.99) includes:
- Game case with foil key art cover exclusive to the Limited Run Games’ preorder
- Game disc/cartridge
- CD game soundtrack
- Scott Pilgrim EX Game Goose replica box
- Reversible poster featuring art from Bryan Lee O’Malley and Matias Bergara
- Hardcover artbook / strategy guide
- Acrylic diorama with Scott and Ramona figures
- Pixelated, two-sided commemorative coin
Latest News
ZITRO’S LEGENDARY SWORD TAKES TOP SPOT IN JULY EILERS & KREJCIK – FANTINI REPORT

Zitro is proud to announce that its hit game Legendary Sword – Avalon has earned the #1 ranking in the July 2025 Game Performance Report by Eilers & Krejcik Gaming, in partnership with Fantini Research. The game led the Top Indexing Overall Games – Emerging Suppliers category for both the U.S. and Canadian markets.
This milestone marks a major achievement for Zitro, underscoring the game’s strong appeal on casino floors and its growing impact across North America. Legendary Sword has quickly become a favorite among operators and players alike, thanks to its standout gameplay and proven performance.
Zitro founder Johnny Viveiros Ortiz shared his excitement: “Being recognized in the Eilers & Krejcik – Fantini report is a tremendous honor and a reflection of our team’s dedication to creating world-class gaming experiences. Seeing Legendary Sword lead the category for emerging suppliers confirms our momentum in the market — and we couldn’t be more proud.”
Industry News
Apple iSports Signs Definitive Agreement to Acquire LBC Enterprises Pty Ltd

Apple iSports, a gaming, entertainment, and technology services company, announced that it has signed a Definitive Agreement with LBC Enterprises Pty Ltd (LBC or Lucky Bet), an online gaming, wagering, and payment systems company.
The proposed acquisition underscores Apple iSports’ ability to execute strategic transactions pursuant to its stated business strategy. This transaction will underpin the Company’s ambitions and excellent relationships in the gaming and entertainment communities by securing highly accretive gaming and wagering revenue streams from business-to-business (B2B) and consumers (B2C). In doing so, this will position the Company to become a highly competitive player in the U.S. online gambling services ecosystem.
Ian Parke, CEO of LBC, said: “The proposed acquisition of our company by Apple iSports validates the global opportunity we see in regulated, tech-driven gaming. By combining LBC’s platform and operational expertise with AiS’s capital markets presence and distribution network, we are primed to accelerate our expansion into new markets and scale our white label program. This partnership represents a major step forward for Lucky Bet and the broader LBC ecosystem.”
Joe Martinez, CEO and Chairman of Apple iSports, said: “The Board of Directors is excited to continue rolling out our stated objectives with our proposed acquisition of LBC. Our service offerings to B2B and B2C will now be significantly enhanced in a rapidly growing sector. Combined with our exceptional team, this transaction catapults us into the US and international gaming markets.”
Board member and director Lyndon Hsu, who is based in Singapore, said: “This defining transaction will expand our reach into gaming, wagering, and payment services markets via B2B and B2C opportunities. AiS will also be able to accelerate its stated capital raising objectives and further anticipated business acquisitions. Apple iSports remains on track to become a NASDAQ mainboard-listed company.”
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