AI is Changing Organic Traffic. And iGaming Marketers Need to Pivot.
October 16, 2025
By Efe Baysal, iGaming Industry Manager & Programmatic Strategist at Match2One
SEO has been one of the most reliable acquisition channels in the iGaming industry for over a decade.
It’s been our tool for scaling brand visibility, capturing high-intent traffic, and driving cost-effective growth, all within the limitations of strict ad platform policies.
But that era is ending.
AI is Reshaping Search, and It’s Not in Our Favor
Google’s new AI Overviews fundamentally change how people interact with search results. And the early data is clear: the clicks are disappearing.
A recent Barron’s report showed staggering losses:
- TripAdvisor: –34% traffic
- Starbucks: –41%
- Netflix: –23%
- News/media: –17%
- E-commerce sites overall: –9%
These aren’t seasonal drops. They’re systemic shifts.
Google claims AI Overview usage is growing by 10% weekly. Users are getting full answers directly in the SERP, without visiting a single website.
If you’re an iGaming operator or affiliate that relies on long-tail SEO content like “best casino bonuses” or “sportsbook odds,” you’re not just losing traffic—you’re losing visibility, intent, and ownership of the user journey.
Why This Hits iGaming Especially Hard
iGaming has always been a uniquely challenging digital vertical. With strict ad platform restrictions and a high CPA, SEO is one of the few scalable levers the industry has.
This is how AI is making SEO less valuable:
– AI is scraping and summarizing your content
– Searchers are skipping your site entirely
– Your content ROI is collapsing
Even established media giants are reeling.
Business Insider recently laid off 21% of its editorial staff, directly attributing the decision to traffic drops from AI-driven changes.
What happens to affiliates and content-heavy operators? The ripple effect is already underway.
So, What Should iGaming Marketers Do?
This moment is a strategic inflection point. Here’s how I believe the most forward-thinking brands will adapt:
1. Diversify Beyond SEO-Heavy Models and Affiliate Sources
Organic search can no longer carry the acquisition burden alone. Smart brands are rebalancing their mix with:
- Programmatic advertising
- Retargeting campaigns
- Push notifications & in-app engagement
- CRM-based reactivation strategies
2. Rethink Content for an AI-Era
Forget keyword density. Think defensible, brand-owned content. Invest in:
- Interactive tools and calculators
- Video explainers, game tutorials, and player journeys
- Experience-driven storytelling that AI can’t replicate
3. Own Your Data. Fully.
In a world of disappearing cookies and platform control, first-party data is your competitive moat.
- Build better CRM pipelines and improve conversion journeys
- Track LTV and behavioral signals
- Use predictive modeling for smarter audience segmentation
4. Keep it simple: Use AI to Fight AI
Yes, AI is hurting SEO, but it can dramatically improve your paid media performance.
With the right DSP setup, you can:
- Automate bidding based on engagement & conversion trends
- Personalize creatives at scale
- Reach the right user at the right moment, even as organic reach fades
5. Stay Agile, Always
This is not a one-time shift
As search behavior continues to evolve, the winners will be those who test, pivot, and evolve their strategies, not those who wait for traffic to bounce back.
The Bottom Line
Organic traffic is no longer a guarantee. AI isn’t coming, it’s already here!
If you’re in iGaming, the landscape is shifting beneath your feet.
But with the right tools, channels, and mindset, this disruption can become an opportunity to build a more resilient, data-driven growth strategy.
At Match2One, we’re already helping leading iGaming brands make this transition with AI-optimized programmatic advertising, first-party data activation, and cross-channel acquisition strategies that scale beyond Google.
Efe Baysal
