Latest News
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.
Compliance Updates
INCENTIVE GAMES SECURES MICHIGAN GAMING LICENSE

Incentive Games, a leading B2B games provider, is proud to announce that it has been awarded a Provisional Michigan gaming licence by the Michigan Gaming Control Board (MGCB), effective today. This achievement allows the company to bring its innovative suite of Real-Money Games to operators and players across the state.
The Michigan licence represents Incentive Games’ first foray into the North American regulated market. This comes shortly after the launch of Incentive Studios, the company’s dedicated Real-Money Gaming division, which is set to drive its ambitious growth in this sector. The licence underscores the company’s unwavering commitment to maintaining the highest standards of compliance, security, and operational integrity. Obtaining this licence, which requires excellence in areas such as robust security protocols and comprehensive responsible gaming measures, provides access to one of the most dynamic iGaming markets in the United States.
Ahmed Baker, Chief Commercial Officer at Incentive Games, said, “Securing our Michigan licence marks an exciting new chapter for Incentive Games. It’s a testament to our unwavering commitment to meeting the highest regulatory standards and unlocks a significant opportunity for us in a critical North American growth market. This will allow Incentive Games to forge new partnerships and bring our highly engaging Real-Money Games directly to players in Michigan. We’re very grateful to the MGCB for this achievement, which is a pivotal step in our global expansion strategy as we continue to deliver world-class products and build strong partnerships in the region.”
Gambling in the USA
Snoqualmie Casino & Hotel Unveils Expanded Non-Smoking Gaming Floor

Snoqualmie Casino & Hotel has officially opened its newly expanded non-smoking gaming floor, marking a significant milestone in the property’s continued commitment to exceptional guest experiences.
Located adjacent to the hotel lobby, the new, larger non-smoking slot floor will feature nearly 400 of today’s most popular slot machines in a fresh, modern environment designed exclusively for non-smoking guests. This addition enhances the casino’s dedication to providing smoke-free gaming options in a luxury setting. For convenience and ease of access, non-smoking guests can also take advantage of the smoke-free entrance via the hotel’s valet parking.
This new space complements Snoqualmie Casino & Hotel’s existing fully enclosed, non-smoking slot area near Falls Buffet and Snoqualmie Café & Deli, offering guests even more choice and accessibility when it comes to their preferred gaming environment.
In addition to these gaming enhancements, all restaurants on property are 100% non-smoking, making Snoqualmie Casino & Hotel a premier destination for guests seeking an elevated, smoke-free entertainment and dining experience.
“We’re thrilled to offer our guests even more smoke-free options. The expansion of our non-smoking gaming floor reflects our ongoing efforts to listen to our guests and create an atmosphere that’s both exciting and comfortable for everyone,” said Mary Lou Patterson, CEO of Snoqualmie Casino & Hotel.
Canada
Hard Rock Hotel & Casino Ottawa Opens with Legendary Guitar Smash and Star-Studded Celebration

Hard Rock Hotel & Casino Ottawa officially opened its doors with a signature guitar smash, marking the arrival of Canada’s first fully integrated Hard Rock resort, a bold new destination where entertainment, hospitality, and music take center stage.
The $350 million resort brings the brand’s unmistakable energy to Canada’s capital, offering locals and visitors an immersive Hard Rock experience blending iconic music history with world-class entertainment, hospitality, dining, and gaming.
In true Hard Rock fashion, the opening festivities kicked off with the Canadian Tenors’ electrifying rendition of O Canada followed by the brand’s signature Guitar Smash, a modern take on the traditional ribbon-cutting ceremony. Executives, dignitaries, and community leaders took the stage to ceremoniously smash guitars, signaling the official opening of the state-of-the-art entertainment destination.
A special moment included the presentation of a $100,000 donation to Ottawa Food Bank, reinforcing Hard Rock’s commitment to giving back to the communities it serves.
“Bringing Hard Rock to Canada’s capital is an iconic milestone for our brand. We’re proud to expand our global footprint and create a destination where locals and visitors can experience world-class gaming, hospitality, and entertainment all in one place,” said Jim Allen, Chief Executive Officer of Hard Rock International.
“Our government is thrilled that Hard Rock chose Ontario for its first fully integrated hotel and casino venue in Canada. This new entertainment and hospitality destination will draw visitors from near and far to Ottawa, create and sustain hundreds of local jobs, and provide millions of dollars for local infrastructure and community programs,” said Stan Cho, Minister of Tourism, Culture and Gaming.
-
Latest News6 days ago
Rivalry Reports Full-Year 2024 Results as Strategic Turnaround Takes Hold, Operating Loss Narrows, and Efficiency Improves
-
Latest News6 days ago
Caesars Entertainment Launches Signature Blackjack Surrender Across Online Casino Platforms in New Jersey
-
Latest News6 days ago
Zenith partners with Paraguay’s Jugamax to expand ONEAPI Game Aggregation across LatAm
-
Compliance Updates6 days ago
MGM Yonkers Submits Commercial Casino License Application in New York
-
Latest News5 days ago
Brightstar Lottery Completes Sale of its Gaming & Digital Business
-
Latest News5 days ago
Evoplay enters Peru’s lottery vertical through a partnership with Loterías Torito
-
Compliance Updates5 days ago
Aristocrat Gaming Wins Land-based License to Develop MONOPOLY Slot Games
-
Compliance Updates5 days ago
HIPTHER Launches Responsible Gambling Assessment Tool Across Its Global Gaming Media Network