By Nahraine Aziz
Magic Word Media is proud of the specialist iGaming content we deliver to our clients and the value it adds to their sites.
Thanks to our specialist industry knowledge, we provide high-quality, informative, and engaging SEO-optimised casino content to some of the biggest names in the business.
When you engage our services, you get a team working on your content with a background in iGaming. We know it’s a beast of an industry and heavily regulated, and we understand how important it is to get your content right.
Customer-facing content in the casino and sports betting business must meet industry standards for its target markets. We understand that getting it wrong can damage a brand’s reputation and, in turn, damage your business, which is why we’re committed to always getting it right.
Strong iGaming background
For those of us in the industry, the names of slot game mechanics spring effortlessly to mind. You can reel off the top crypto casino brands at the drop of a hat and know exactly which US states permit you to do what. For outsiders, it’s a minefield.
As many of us have grown alongside the industry, we have amassed years of information and developed an almost innate understanding of this incredibly complicated jurisdictional landscape.
We have deep roots in where it all began, so we’re good at what we do. Founder Simon Young was head of content at PokerStars for ten years, while all our writers have worked in iGaming companies previously (or worked with them for over four years).
Simon Young, Managing Director
It's critical to have a solid baseline knowledge, from the technology and terminology to the types of games and the developers who make them. You need to know your Pragmatic Plays from your Hacksaw Gamings, your video poker from your live-action game shows, all the prominent names and most popular games, and who won what at last year’s Global Gaming Awards.
When we write content for casino site operators and affiliate sites, we justifiably claim to be experts in the field.
iGaming writing and our relationship with players
We also have a solid relationship with our readers at Magic Word Media. Understanding things from the players’ perspective is essential so we can write to suit their needs. We take the time to research what they enjoy, what inspires them, and what they like about the games they play.
When you speak to an audience about something they’re passionate about, your delivery needs to be convincing.
Part of any successful marketing strategy is studying your customers and learning what makes them tick so you can best deliver what they are looking for, whether that’s products, information, or expert advice. As writers, our job is to talk to players through our articles, so the better we know who they are, the better we can address their needs.
That goes for players in different countries as well as those at home. Because we write for international clients, we target players with different cultures, interests, and preferences. What’s successful in one country isn’t necessarily what works in another, and we make sure we know what those differences are so we can deliver compelling content that works.
To further this, we can offer iGaming content writing in multiple languages, not just English.
Casino writing for regulated markets
As casino content writers, we must understand the importance of working in a regulated industry and ensuring that our content meets regulations.
We have a responsibility to protect readers and our clients. Part of that is knowing that what you say and how you say it is just as important as who you say it to. As a client, you want us to know exactly what we can and can’t promote and to whom.
Writing for the UK gambling market
The gambling industry in the UK is well-established and well-regulated by the UK Gambling Commission. It has stringent rules when it comes to online gambling and the products available to UK casino players.
The UKGC announced in May 2024 its intention to make further reforms to its legislation following the government’s 2023 white paper on gambling reform. In slots specifically, the max bet is set to be reduced to £2.00 per spin for young players under 25 and a £5.00 stake limit for adults 25 years plus.
The Commission has already banned features such as autospin and bonus buys in an attempt to improve player protection, features that many European players can still enjoy freely. As such, we must adjust our content to ensure these factors are considered in the copy we produce.
Writing online casino content for Europe, Canada, and further afield
As we go further afield, things can get even more complicated. Some countries have zero online gaming legislation, making it feel a little like the Wild West. Whereas others, like the US, where a whole social casino subculture has arisen as a result of real money casinos still being very much illegal across much of the country.
In Canada and the US, legislation is determined on a state-by-state basis. This means that what works in one state or province isn’t necessarily going to be appropriate for another. In Ontario, for example, you can't write about bonuses. You’ve also got to be over 19 to gamble in Ontario, whereas, in Alberta, like the UK, you can play as soon as you turn 18.
Much of Europe is regulated for online gambling, with minimum age requirements that range between 18 and 21. A few European countries, like Poland, have restrictions on certain gambling activities and others, such as Luxembourg or Hungary, where it’s still illegal to gamble online.
Having a firm understanding of these various intricacies ensures we can deliver effective and compliant content for our clients to use worry-free.
Gambling legislation worldwide
It’s not just about the changes we see locally; iGaming is a fluid industry, with new markets regulating constantly and countries developing their gambling legislation to suit changes in technology, public sentiment, and other social and environmental factors.
Our iGaming content writers must stay informed about these changes as they develop, which requires following the news, conducting regular research, and having check-ins to update the rest of the team on any new developments that may arise.
The importance of responsible gambling for casino content writers
Educational responsible gambling content is a big part of what we do—not just because we have to, but because we want to. With our knowledge comes responsibility, and we have a duty of care towards our readers as much as we have an obligation to our clients.
What responsible gambling means for writers
We’re human and affected by what happens in the real world. We want to deliver a clear message about the importance of being responsible and protecting yourself when playing online casino games.
Having a background in iGaming means we’ve seen the vulnerabilities players can face in unregulated jurisdictions and first-hand the improvements that correctly implemented regulations can make for players and operators alike.
We love that our clients are legitimately passionate about it, too; they want that message to be displayed loud and clear. And we are more than happy to oblige.
Understanding our client expectations
Many of our clients have high expectations when it comes to reinforcing the safer gambling message. They want to ensure they’re adhering to the obligations of their licences, but they also want to protect the industry's integrity at large.
We have one client, for example, for whom we write content across three well-known sportsbook and casino brands. This client insists we mention their responsible gambling pages in every article to ensure their players always have access to safer gambling resources.
It’s not just here in the UK; it’s globally as well. Another big client, a global crypto casino and sportsbook, also likes us to mention responsible gambling in every piece and link to their myriad resources and safer gambling tools.
It’s refreshing to know that our clients care as much as we do—it feels like we’re all on the same page when it comes to protecting players and the industry. We are all too aware of our responsibility working in a regulated space like gambling.
How iGaming industry expertise benefits clients
Our iGaming customer base is varied. We write for casino and sportsbook operators, affiliate sites, software development studios, and many other iGaming-related services worldwide.
The Magic Word Media writing team has the skill and industry insights to easily adapt their writing to match the tone of voice of your brand, suit the markets you operate in, and meet the needs of your target audience.
Our industry knowledge ensures we always deliver top-quality content that is engaging, factually accurate, and provides the information your customers want to read.
If you’d like industry experts to write your online casino and iGaming content, contact the Magic Word Media team to get started with your iGaming wizards today.