Writing for iGaming Expert, SBC Media’s Commercial Director John Cook explores some of the trends shaping the B2B marketing landscape as he discusses the findings from the latest SBC Media Marketing Buyers Report.
The evolution of B2B marketing in the iGaming industry has been a fast-paced lesson in when, where and how to adapt your strategy. It has been shaped by a relentless digital transformation, intensified competition and a growing demand for measurable, high-quality engagement.
In the last few years alone, we’ve moved from an era of “plastering your brand everywhere” and instead re-focused on delivering carefully considered placements as the only way to capture a qualified lead.
The findings from the latest SBC Media Marketing Buyers Report provide more than just a snapshot of how we’re approaching partnerships; they offer a roadmap for the future. And frankly, the takeaway is clear: if you are still marketing like it’s 2019, you aren’t just behind – you’re fading into the background.
From exposure to engagement
Historically, B2B marketing in this sector relied on three pillars: trade shows, print and mass-branding. While these channels haven’t vanished, the report highlights a considerable shift toward strategic, outcome-driven marketing that marriages physical event campaigns with digital-first content.
Today’s objectives – brand awareness, thought leadership and lead generation – reveal a much more sophisticated sales funnel. European suppliers are no longer satisfied with just “being seen” at an exhibition; they want to influence and educate the C-suite and, ultimately, convert that engagement into sales.
The data highlights a crucial evolution: B2B marketing in iGaming is now a “dual-speed” game. Lead generation is a short-term sprint (0–6 months), but true thought leadership is a marathon (6–18 months).
If your immediate ROI strategy isn’t talking to your long-term brand positioning, you’re essentially burning half your budget.
The digital dominance
The report’s findings are stark: digital is the undisputed king when it comes to marketing. With a modal score of 10 for digital preference – and several respondents opting out of the survey entirely when faced with the print section – the message is clear. Print is no longer the sole heartbeat of the industry. However, it does still play an important role, but we’ll get to that.
In a market obsessed with data and regulatory transparency, the inability to track the reach of a piece of print content, be it an advert or written article, has become a major bottleneck. If you can’t measure it, you struggle to justify the spend.
But there is still a special place for traditional print media. Print has long been, and continues to be, a sign of prestige – getting your CEO on the front cover of a leading industry magazine still does wonders for brand positioning. But in 2026, print is a niche tool.
It’s only effective if it’s treated as a high-impact branding moment intertwined with a broader, measurable digital strategy.
Content is king, but context is queen
We often hear that “content is king”, but decision-makers are getting far pickier about how, when and where they position themselves. In the European market, there is a clear appetite for editorial, long-form storytelling and co-branded research.
Notably, long-form storytelling received the highest possible modal rating (5/5). This reflects a broader trend: European operators are C-suite professionals looking for depth. They have no time for generic, flashing banner ads that offer very little insight into how you can add value to partners.
Yet, there is a contradiction here. Many marketers still default to display advertising and webinars simply because they are easy to scale, even if they don’t consider them the most impactful. If you want to stand out, you have to stop shouting and start prioritising content that answers the all-important question: why should a company partner with us?
The KPI paradox
Despite priding ourselves on being a data-rich industry, we are still struggling with consistency. The report reveals that 58% of respondents do not formally measure ROI. We are obsessed with impressions and traffic – which 48% of respondents cite as their primary metric – but we’re failing at actual revenue attribution.
It’s a paradox: we demand data-backed performance from our platforms and games, yet we are strangely lenient with our marketing metrics. We see a clear tension between “vanity metrics” (likes and views) and “sanity metrics” (partnership value and lead quality).
If you want to protect your budget for 2027, it’s time to move beyond vanity. A unified measurement framework, in other words one that balances the hard numbers with qualitative engagement, is non-negotiable in 2026.
Trust as a currency
The era of the “one-off” campaign has reached its end. Nearly 60% of respondents now prefer partnerships lasting 6–12 months, and even longer if possible. Continuous engagement allows for better storytelling, stronger positioning and more reliable tracking.
But these partnerships aren’t built on transactions; they are built on trust. The report highlights “skewed reporting” as a major barrier to trust. In a European market where everyone claims to be a “market leader”, transparency is your most valuable competitive advantage. Media partners who act as strategic collaborators, rather than just vendors, are the ones winning the long-term game.
Integrating the ecosystem: media meets events
iGaming remains an event-driven industry, but the wall between the show floor and the media has crumbled. 78% of respondents now state that media is vital to achieving their event goals.
Gone are the days when you just turned up with a stand and a bowl of branded pens. Pre-event promotion, on-site digital visibility, and post-event content amplification are now a single, connected lifecycle. If your event presence isn’t embedded in a broader media ecosystem, you’re simply leaving money on the table.
Positioning yourself
While exact spend data is limited, the report suggests that about 20% of marketing budgets are allocated to media. The competitive landscape is telling: a small number of publications capture the lion’s share of spend. This indicates that trust and perceived value play a dominant role in partner selection.
It’s no longer just about what you say; it’s about where you say it. Consistency and reliability are your best friends here. When you balance performance and reputation, you don’t just secure a campaign; you secure an industry-leading position.
The bottom line
The iGaming B2B landscape has matured significantly since the pre-pandemic era. We’ve moved from broad exposure to strategic, data-driven approaches that genuinely influence decision-makers.
There has been a definitive shift away from traditional channels, with a new priority placed on thought leadership, storytelling, and research. However, we have a long way to go regarding measurement and ROI frameworks.
In an increasingly sophisticated European market, the winners will be those who can balance the art of a good story with the science of accountability. The path forward is simple but demanding: invest in high-quality content, build trusted partnerships, and embrace fully integrated marketing strategies.
Those who can balance creativity with accountability are the ones who will succeed in 2026 and beyond.
