Turning Numbers into News: How iGaming Brands Can Utilise Data in Digital PR
Helena Maniglia blog avatar
Helena Maniglia
21 Jan 2025
AUTHOR:
Helena Maniglia
PUBLISHED:
21 Jan 2025
LAST UPDATED:
21 Jan 2025

Turning Numbers into News: How iGaming Brands Can Utilise Data in Digital PR

The iGaming industry is rapidly expanding, and the market is projected to reach $125.6 billion by 2027 and grow by 5.42% between 2025 and 2029. 

The fast growth of this sector comes with unique challenges. Brands looking to build authority and drive sustainable growth have long fought to find ways to advertise in a highly regulated industry with a competitive landscape. 

Breaking through the noise demands an effective marketing strategy. This is especially true for any iGaming brand looking to stand out, increase awareness, and cultivate relationships with its audience. 

Digital PR is a powerful approach for iGaming brands, helping them build high-quality backlinks and earn media coverage that not only improves their search rankings but establishes them as thought leaders in the industry.

The powerful ingredient in a solid digital PR strategy is data. By transforming unique datasets into compelling stories that competitors can’t replicate, you can deliver relevant content to your audience that will capture the media’s attention and set your iGaming brand apart.

 

The Power of Data in Digital PR

Data has the power to elevate any digital PR campaign from an interesting hook to an authoritative voice. It offers journalists unique insights backed by research and numbers, adding an irrefutable layer of credibility. It’s objective, often thought-provoking, and has the potential to be both informative and entertaining—qualities that make headlines and spark interest.

At Reboot, we have a long history of using data marketing to turn datasets into relevant, newsworthy stories for iGaming brands.

 

Why Data-Driven PR Works in iGaming

Builds Trust and Authority

Data helps to elevate the credibility and newsworthiness of an industry that is often met with scepticism. By providing data-backed insights that resonate with both journalists and audiences, iGaming brands position themselves as reliable sources of information. Not only that but they also enhance their authority in a high-stakes market where credibility is crucial for success.

Establishes Thought Leadership

In the competitive iGaming landscape, data-driven stories set brands apart by providing unique insights that show expertise. This builds trust and distinguishes the iGaming brand in a competitive space, positioning it as a forward-thinking leader.

Connect With Your Target Audience

By showcasing data that reflects real-world behaviours, preferences, or trends—such as ideas centred around money—iGaming brands humanise their campaigns. This means that your target audience will more likely resonate with your content.

Attracts High-Value Coverage

Journalists are more likely to engage with stories backed by data, increasing the potential for coverage and backlink opportunities in high-quality, niche publications. When iGaming brands provide unique insights that are credible and downright juicy, they become trusted sources for journalists, leaving no room for hesitation. 

Drives Organic Search Performance

Quality backlinks are critical for improving search rankings, and data-driven campaigns naturally attract these links by providing valuable, newsworthy content. Media outlets and journalists are more likely to reference and link to campaigns with reliable data. This ultimately boosts the brand’s SEO performance.

Accelerates Brand Growth

Data-driven campaigns deliver immediate visibility and also support long-term marketing value. Through these data-backed stories, iGaming brands can secure high-quality backlinks today, resulting in increased brand awareness and positioning themselves as thought leaders over time. This creates sustainable growth in the competitive industry.

 

Powerful Data Sources for iGaming Brands

Data is a goldmine for iGaming brands looking to create Digital PR campaigns that earn national coverage, top-tier backlinks, and build authority.

Leveraging data doesn’t require reinventing the wheel. You can find stories in your own internal data, utilise industry trends, or conduct unique research.

Reboot Online is a trusted agency partner, experienced in navigating regulations and crafting and delivering data-led campaigns that resonate with journalists and target audiences alike.

 

Strategic Data Opportunities in iGaming

Platform Data

iGaming brands have access to valuable and unique internal data, including:

These data points can be transformed by iGaming brands into datasets that will back compelling stories that capture media interest and demonstrate deep industry expertise. 

 

Utilising this data can also help put a unique spin on a trending and relevant topic. For example: 

 

Reboot’s Head of Digital PR, Helena Maniglia, explains why this type of data is so valuable: 

“Platform data provides us with authentic insights that can't be replicated. By turning these datasets into stories, we’re offering journalists a unique hook while positioning brands as authoritative voices in the industry.”

 

Commissioned Surveys

Custom surveys can provide endless possibilities for stories that appeal to diverse iGaming audiences:

 

A few examples of how survey data can be used to create relevant stories for iGaming brands:

 

According to Reboot Online’s Data Insights Manager, Paul Lapham: 

“Commissioning surveys for unique research can allow you to target key markets. This strategy is especially successful for US publications.”

 

Publicly Available Data

iGaming brands should leverage publicly available sources to create stories, as they can provide you with:

Our team of data scientists at Reboot are experts in collating relevant and authoritative datasets to analyse and draw upon a wide range of tools to create truly unique and reliable findings. 

 

Utilising data from free sources can also help provide journalists with a unique angle on relevant topics. There are many ways to do that, here are some of the most popular ones: 

 

According to Paul:

“By leading your stories with data, you give the journalist and, subsequently, the reader trust in your campaign while enhancing its impact, which in turn makes your brand a thought leader in the space.”

 

Visit our Data Marketing page to discover how insights and analytics can transform your campaigns.

 

Examples of Successful Data-Driven Campaigns

Lucky Numbers: Analysing Lottery Success

For an iGaming brand, we wanted a data-driven campaign that would establish our client as a thought leader while resonating with their audience.

Everyone has their lucky number, whether it’s a loved one’s birthday, anniversary, or a special date. So, by analysing historical winning patterns to find which numbers would most likely make you win big in the lottery for this campaign, we knew that the data would instantly be relatable and engaging.

This study was conducted utilising local historical winning data from four countries: Germany, France, Canada, and Spain. Through a tailored outreach approach, our digital PR team utilised cultural insights from each country so the story would spark regional interest.  

The relevance of this campaign helps build trust, as it aligns with the interests of the target audience, showing attentiveness and expertise. Moreover, relevance signals to audiences that the brand isn't just pushing its own agenda but is actively contributing value to the conversation, helping strengthen its credibility and positioning it as a dependable authority in the industry.

Results: 

 

Lucky in Love

Another standout example of a successful data-driven campaign in the iGaming space is our Lucky in Love campaign for Top10desCasinos. The French market is especially hard to crack, combined with the challenging nature of iGaming digital PR, it is not an easy task to create a top-tier and diverse backlink profile.

For this story, our in-house French Digital PR Specialists highlighted that data-led lifestyle-focused campaigns were the key to unlocking media success in the French market. 

With divorce searches spiking 54% in 2024, our data experts sought to uncover which areas in France beat the odds and have the longest-lasting relationships. Our data analysts gathered marriage and divorce rates from the Insee, crunching numbers from 2007 to 2022, to find out the French region's “love success” rate by calculating a divorce-to-marriage ratio.

The study presented the findings clearly and concisely, as we knew that key metrics needed to be simplified into an easily digestible ranking to help journalists write their articles.

The campaign offered strong regional angles, focusing on departments for more accurate insights. This level of granularity helped us to personalise our stories to resonate with local audiences.

Thanks to the regional breakdown of the data and the compelling insights, it led to solidifying Top10desCasinos as an authoritative and engaging voice in the iGaming industry.

Results: 

 

Paul states that:

“By tying your campaigns and datasets to the themes of luck, odds, probability, and risk, you can enhance your chances of gaining coverage whilst appealing to a broader audience.”

 

Odds of Owning the Most Popular Barbie of the Year

In an ever-changing news landscape, keeping up with the news is even more important when delivering a digital PR strategy for iGaming brands. Reactive, or “newsjacking” campaigns respond to breaking news and trending topics to help elevate a client’s expertise within their speciality.

As an agency, we knew that we could thrive on delivering a high-quality, data-led reactive story for our iGaming client around the film Barbie, which took the world by storm in 2023 when the film starring Margot Robbie and Ryan Gosling was released.

This campaign looked into the odds of owning the most popular Barbie of the year by analysing historical sales figures from Barbiedb.com. We then combined this with an expert comment from our iGaming client on how the resale price of dolls is related to how popular they are at the moment and their availability.

This campaign gained media coverage in outlets such as Mental Floss [DR 87], Business Insider [DR 92], Yahoo News [DR 91], and Entrepreneur [DR 91].

 

Explore our success stories in iGaming Digital PR

 

How to Identify Newsworthy Stories in Your Data

Identifying newsworthy stories within your data requires a strategic approach which includes the following practices: 

Analyse for Newsworthy Angles

Focus on identifying trends, anomalies, and surprising statistics in your data to uncover newsworthy stories. Trends, such as shifts in consumer behaviour or regional patterns, can reveal compelling narratives that capture journalists’ attention. 

Anomalies—unexpected or unusual findings—stand out and create headlines that intrigue and engage readers. As well as this, surprising statistics that challenge assumptions or provide fresh insights add a layer of intrigue, making your story more likely to gain traction. By weaving these elements together, you can transform raw data into engaging and impactful press releases that are more likely to be published by journalists.

Understand What Journalists Want

Journalists are more likely to cover stories that are directly relevant to their audience, so it’s crucial to tailor your angle to align with their beat, whether that’s finance, lifestyle, or culture. Providing context is equally important—explaining the “why” behind the data adds depth and makes the story more compelling. 

Leverage Visual Storytelling

Charts and graphs help simplify complex data, turning it into digestible visuals that easily illustrate trends or comparisons. On the other hand, maps utilise geographical data to highlight regional differences, making the story more relatable to specific audiences. Infographics combine key statistics and visuals into a single piece that tells a story, making the information both engaging and shareable. Together, these visuals enhance data storytelling, making it easier for audiences to understand and for journalists to cover.

 

The Importance of Data-Driven Stories for iGaming Brands 

With the iGaming industry landscape evolving rapidly, marketing strategies need to overcome challenges such as the highly regulated industry or competitive landscape of this sector that can slow down their growth.

Data remains the foundation of impactful PR campaigns and will continue to be so. In an era of widespread misinformation, trustworthy data-driven stories will continue to be increasingly valuable to the media, offering credibility to readers.

Whether the goal is for us to generate organic traffic to your iGaming site, improve your digital visibility, or score you in the top spot on the SERP for competitive key terms, leveraging data in digital PR campaigns doesn’t have to be something complex. A relevant, engaging, data-driven story can be found in internal platform data, publicly available datasets, and surveys. 

From utilising lottery wins data to analysing Barbie collectable trends, campaigns backed by data will continue to show how complex datasets can be turned into creative, engaging stories with compelling insights that resonate with your target audience, secure valuable media coverage, and establish your iGaming brand as a leader in a competitive industry.

Paul explains:

"Working with iGaming brands offers tremendous flexibility in the research and campaigns you can run. If your story is compelling, backed by trustworthy data, and aligns with the interests of the targeted publication’s readers, you'll earn linked credit and enhance your online presence."

 

With over a decade of experience as a digital PR agency, we are experts at securing authoritative placements for businesses just like yours. Our expert team of data marketers make use of science and statistics to transform raw data into compelling narratives that enhance the impact of your digital marketing strategies.

 

Ready to see what powerful data-driven digital PR can do for your brand? Book a consultation with us today!