Performance of Trust Overpowers Tracking Techniques in iGaming Promotions

Performance of Trust Overpowers Tracking Techniques in iGaming Promotions

In the fast-paced world of iGaming, marketers are adapting to dwindling third-party cookies and tightening privacy regulations. Traditional conversion methods no longer deliver the pinpoint accuracy they used to, leading the industry to reevaluate where those conversions genuinely occur.

At RockApp, the transformation is palpable. Data reveals that performance surges when awareness takes the lead. Instead of focusing solely on clicks and user flows, growth teams are now prioritizing PR, brand presence, and top-of-funnel activities.

Trust Fuels Action, Even in the Privacy Maze

Historically, iGaming campaigns relied on precision — meticulously testing creatives, ranking every ad source by ROI, and monitoring every user interaction. Yet, these tactics falter in today's landscape where data remains incomplete, and attribution becomes blurry.

Google research confirms this. Users who see both brand-focused ads and performance campaigns are twice as likely to convert compared to those exposed to merely one or the other. At RockApp, the impact reaches new heights in privacy-focused markets. When people recognize and trust a brand, they act swiftly.

Recently, RockApp tracked two iGaming brands. Both ventured into the same market, yet Brand A (which had a strong media presence across sports sponsorships, local PR, and other avenues) far outshone Brand B (lacking visibility in the region). Both brands used similar websites, forms, and acquisition funnels, but Brand A's users conversion rate was 48%, while Brand B's was only 26%.

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“We repeatedly see that performance campaigns backed by proactive PR in the target region outperform standalone campaigns by at least 30%,” says Khanikian Dmitriy, CMO at RockApp. "This discrepancy becomes particularly apparent in mid-funnel metrics, where hesitation can make or break profitability. When users recognize the brand — due to seeing it in the media or linked to local sports — they convert faster and with more confidence."

Sports Sponsorships and PR Amplify Both Organic and Paid Results

Sports sponsorships emerged as a powerful driver of results. By partnering with local teams or events, brands tap into inherent emotional loyalty. This recognition stimulates conversions without requiring intricate tracking or detailed attribution models.

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RockApp also noticed organic traffic swell alongside PR and sponsorship endeavors.More people began directly searching for the brand or typing in the URL after spotting it mentioned elsewhere. This early trust-building lessened the dependence on expensive, targeted acquisition.

Media buying strategies have evolved too. It's no longer just about generating views or clicks. Content networks, programmatic ads, and native placements now play deeper roles in reaching users before they dive into the funnel, influencing how they perceive the brand.

A 2023 study by Pathmatics found that iGaming companies that steadily invested in brand-oriented media had a 1.5x higher return on their performance ads compared to those that ignored branding.

Performance Begins with Strategic Planning, Not Just Ads

Ultimately, trust trumps everything. As data becomes scarce, and tracking gaps widen, fostering familiarity and credibility upstream gives performance campaigns a better edge.

RockApp has pivoted by merging PR and media planning into its user acquisition strategy. The result? Improved retention, reduced customer acquisition costs, and greater campaign stability, especially in markets where privacy regulations are stringent.

For iGaming marketers, the path ahead is clear. Instead of chasing clicks alone, it's time to focus on the bigger picture:

Mirax Casino 🃏 350% or 5BTC 💰 150 Spins! 🎲 Join Today- Recognize where awareness can affect users before they enter the funnel- Involve PR and media teams in campaign brainstorming from the start- Build brand signals users trust — such as local sponsorships, earned media, and strategic partnerships

When user-level tracking vanishes, trust takes its place. However, trust deserves attention long before the first click.

1. Marketers in iGaming are adapting to the depletion of third-party cookies and increased privacy regulations, rethinking conversion methods to identify where they genuinely occur.
2. At RockApp, data shows performance improves when awareness leads, emphasizing PR, brand presence, and top-of-funnel activities instead of solely focusing on clicks and user flows.
3. Google research indicates that users who see both brand-focused ads and performance campaigns are twice as likely to convert compared to those exposed to only one or the other, with the impact being particularly noticeable in privacy-focused markets.
4. In a market where Lacking visibility led to poorer results, one brand, Brand A, outperformed another, Brand B, with a higher conversion rate by using proactive PR and sports sponsorships to build awareness and trust. This demonstrates that sports sponsorships and PR can amplify both organic and paid results, especially in the iGaming industry.

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