Quality iGaming content is crucial. As a business, if you want to convert readers into players, you must position your brand as an authority. If you’re a writer, you won’t earn repeat customers unless you master your craft.
Here are my thoughts on what makes a good iGaming writer.
Research, Testing and Fact-Checking
The biggest problem with most iGaming content is that it’s fake. Many affiliates just want to produce SEO-friendly content that puts them near the top of the search rankings as cheaply as possible. I’ve been trying to avoid such clients since 2020.
They often pay low rates to writers in countries located far from their target audience. You’ll often see English-speaking African writers reviewing casinos in Canada, for instance, or sports betting sites in the UK. We know they’ve never spent a penny at the platform they’re writing about.
Instead of actually using the site and documenting their findings, they’re just rewriting other people’s articles. That includes content that’s out of date, factually incorrect or simply fabricated. You’d be amazed how much iGaming content online is completely made up. And don’t get me started on AI.
Be sure to check out my casino content case studies if you want to see reviews with evidence of real money deposits and withdrawals.
Understanding the Player
There’s a long-running argument in the writing community between specialists and generalists. Some say a great writer is capable of transferring their skills to any niche, even if they have no experience. There’s some truth in that, actually – but iGaming is a little different.
Gamblers have a specific mindset. Unless you are one, you simply can’t know what we’re looking for. We’re not interested in wishy-washy buzzwords, and we can tell when you’ve never placed a bet in your life.
It’s not enough to highlight the size of a casino bonus, for instance. Real gamblers have had their fingers burned by wagering requirements. You can’t just promote “fast withdrawals” to a high roller. They’re regularly shifting five-figure sums around – they know extra security checks are coming.
I’ve been gambling since I turned 18. While studying, I set up a poker society and chaired it for three years. I discovered a love for horse racing at Perth racecourse. I’ve held VIP status at multiple online casinos. Everything in my portfolio showcases this experience.
Genuine Gambling Industry Knowledge
This ties into the previous point, but understanding the business of iGaming helps a writer to stand out. Placing bets is part of it, but it’s more of an advantage when content creators have tangible experience on the operations side.
It doesn’t necessarily have to be a senior role. Someone with experience in customer service will have a wealth of knowledge on the issues facing players. That definitely helps to get inside a gambler’s head.
However, a writer with hands-on experience of building gambling platforms, creating marketing campaigns and managing teams of traders and support agents is more capable of providing the insights a player wants to read about.
I gained 13 years of gambling industry experience prior to becoming an iGaming writer. Starting out as a cashier at William Hill, I became an odds compiler, then moved into product development. I was appointed Head of Online for Africa’s largest retail betting operator, and held senior operational roles on three different continents.
Persuasive and Authoritative Writing
A good iGaming writer should be fluent in the language they’re using. Native speakers obviously have an advantage in this area, as they’re more likely to understand the local gambling lingo.
It’s even more important, though, to write in such a way that convinces readers to trust you. A genuine understanding of players and the wider industry is useless if you’re unable to convert viewers into players.
This isn’t achieved through aggressive sales copy and bold claims. It comes from accurate and honest information – including the negative stuff – that builds authority and trust. Content that positions you as a leading authority persuades readers to take the next step.
I describe myself as an iGaming content writer, not a copywriter. I don’t write flamboyant sales copy – my content focuses on what real gamblers want to hear, not what a website is trying to sell.
Solid Fundamentals
Getting the basics right is probably the biggest disparity between writers and clients. When managing writing teams in the past, I burned through dozens of individuals who simply couldn’t deliver the simplest things.
I’m not talking about advanced industry knowledge here. I mean the most fundamental aspects of being a good iGaming writer. Things like delivering work on time, for example. Or creating content that actually hits the brief.
It goes without saying that writers must actually do what the client is asking for. Hitting deadlines and submitting content without spelling mistakes are screamingly obvious tips for new writers to adhere to. But you’d be amazed how many fall at these easy hurdles.
I provide clients with clear and direct communication. Response times are measured in minutes. Deadlines are never missed – in fact, the content usually arrives early. Nothing is lazily submitted without a thorough sweep for mistakes and to ensure the brief is met.
Need a Great iGaming Writer? Get In Touch
Why does my name consistently appear when you search for terms like “iGaming writer”? Because I’ve spent the best part of two decades using and building the products I write about.
My extensive gambling industry experience gives me a commercial and practical edge over my peers. I tick all of the boxes discussed on this page and more besides. So if you’re looking for genuinely authoritative insights and a unique voice, contact me now.
I don’t just provide interesting and well-researched iGaming content, by the way. You’re welcome to leverage the EEAT benefits that come with my name, by including a writer bio and links to my website and socials.