As third-party cookies disappear and privacy rules tighten, iGaming marketers are shifting how they drive results. Traditional tracking methods no longer offer the accuracy they once did, which has pushed the industry to rethink where conversions really come from.
At RockApp, the change is clear. Data shows that performance improves when awareness leads the way. Instead of focusing only on clicks and user flows, growth teams are now putting more weight on PR, brand presence, and top-of-funnel activity.
Visibility Builds Trust, and Trust Drives Action
Historically, iGaming campaigns relied on precision. Teams would test creatives down to minor design tweaks, rank every ad source by ROI, and monitor every action a user took. But those tactics fall short in today’s environment where data is incomplete and attribution breaks down.
Google research backs this up. Users who see both brand-focused ads and performance campaigns are twice as likely to convert compared to those who see only one or the other. At RockApp, the uplift is even stronger in privacy-focused markets. When people recognize and trust a brand, they act faster.
In a recent study, RockApp tracked two iGaming brands — both new to the same market. Brand A had a strong media presence, from sports sponsorships to local PR. Brand B had no visibility in the region. Both used similar websites, forms, and acquisition funnels.
The results showed the power of visibility:
- Brand A reached a 48% registration-to-deposit rate
- Brand B managed just 26%
The major difference: users already knew Brand A through media exposure and local partnerships. They didn’t hesitate to sign up or deposit.
“We consistently see that performance campaigns supported by active PR in the target region outperform standalone campaigns by at least 30%,” said Khanikian Dmitriy, CMO at RockApp. “This becomes especially evident in mid-funnel metrics like reg2dep, where user hesitation can make or break profitability. When users recognize the brand — because they’ve seen it in the media or associated with local sports — they convert faster and with more confidence.”
Sports Sponsorships and PR Lift Organic and Paid Results
Sports sponsorships stood out as a strong driver of results. When a brand partners with local teams or events, it taps into built-in emotional loyalty. That recognition fuels conversions without relying on deep tracking or attribution models.
RockApp also saw organic traffic rise alongside PR and sponsorship efforts. More people searched for the brand directly or typed in the URL after seeing it mentioned elsewhere. These signals helped build trust early in the funnel and lowered reliance on expensive paid acquisition.
Media buying strategies also evolved. It’s no longer just about getting views or clicks. Content networks, programmatic ads, and native placements now play a deeper role — reaching users before they hit the funnel and shaping how they perceive the brand.
A study by Pathmatics in 2023 found that iGaming companies that regularly invested in brand-focused media had a 1.5x higher return on performance ads than those that didn’t.
Performance Starts with Planning, Not Just Ads
In short, trust matters more than ever. When data is limited, and tracking gaps widen, creating familiarity and credibility upstream gives performance campaigns a better shot at working.
RockApp has responded by tightly linking PR and media planning with its user acquisition strategy. The result: better retention, lower customer acquisition costs, and more stable campaign outcomes — especially in markets where privacy rules are strict.
For iGaming marketers, the path forward is clear. Instead of chasing clicks alone, it’s time to look at the bigger picture:
- Identify where awareness can influence users before they enter the funnel
- Bring PR and media teams into campaign planning from the start
- Build brand signals users trust — like local sponsorships and earned media
When user-level tracking disappears, trust takes its place. And that trust starts long before the first click.
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