Analysis of Gambling Platforms’ Traffic: Step-by-Step Instructions

The profitability of iGaming portals directly depends on the level of user visits and conversion. Therefore, it is necessary to regularly check the quality of traffic to obtain good financial results.

Rosloto’s specialists have prepared instructions on how to work with the audience, analyse competitors, and create an effective casino promotion plan. We provide practical assistance in gambling project marketing.

iGaming Platforms’ Traffic: Key Information

It is one of the main indicators that RMG business owners need to work with. Thanks to this indicator, entrepreneurs can find out the real number of visitors to their portals for a specific period, such as a year, a month, a week, or a day.

The metric allows for evaluating:

• the scale and volume of the market;
• characteristics of the target audience;
• competitors’ advantages and drawbacks;
• demand in a particular entertainment niche.

In the iGaming industry, a website’s income directly depends on its traffic parameters. Projects with low rates cannot generate high profits, while constant visits guarantee stable revenue, positively affect monetisation and RoI, and attract partners.

A detailed analysis of the indicator provides essential information about platform features, such as:

• results of SMM activities;
• SEO promotion effectiveness;
• popularity of certain entertainment, etc.

Traffic levels must be studied both before and after the implementation of large-scale initiatives, including redesigning, adding new games, changing advertising channels, etc.

Analysis of Online Casino Statistics

Let us explore several central parameters and specifics of the process in detail:

Domain History

The name’s age is the time that has passed since it was registered. This indicator is crucial in SEO activities and determines an internet resource’s reputation. History does not directly impact ranking, but it can change the results of promotion.

Factors with positive effects:

1. Search engine trust. Systems esteem old domains, especially if such portals have valuable content and a regular audience.
2. Link mass. Throughout the operation, high-quality web back references can appear, significantly improving SEO indicators.
3. Stability. The long-term use of the same name indicates the reliability of the digital platform and the high demand for its content.

Nevertheless, a properly configured and optimised new domain can bypass an older project if the latter has not been updated for a long time and does not meet search robots’ requirements.

Entrepreneurs buy fresh names because they have a clean history without negative context, increasing the chances of the website’s success.

Using old and questionable titles may lead to the following issues:

• low quality of the link mass;
• penalties from search engines;
• mismatch with the topic (a sharp direction change negatively affects the positions).

Experienced SEO specialists prefer domains with a decent history, since they are easier to promote.

Portal’s Volume

With proper optimisation, algorithms display more web pages in the search results.

This part also depends on:

• each tab filling;
• the amount of links;
• content quality and expertise.

Exploring the portal’s features helps understand which engine the platform is adapted for. Experts recommend focusing on Google now.

Audience Analysis

Studying target gamblers allows for obtaining the following information:

• pages and content with top popularity;
• countries or regions of gamers’ residence;
• channels that attract the majority of visitors;
• people who play more often (men or women);
• frequently used devices (PCs, tablets, smartphones);
• time of day when the website usually hosts the most punters.

Operators are recommended to conduct the analysis, focusing on the unique IP addresses of casino enthusiasts.

Metrics that deliver accurate results:

1. New and regular gamblers. The parameter determines the number of first-time visitors and those who returned. If the second figure is high enough, gamers are attracted to the portal, its range of entertainment, bonuses, etc.
2. Sessions. This indicator shows how many pages a person viewed at one sitting. Usually, a user explores several sections per single attendance. Poor-quality content, navigation problems, and incorrect link placement decrease the metric.
3. Session duration. This analytical component determines the average time a player spends on an RNG platform during one visit.
4. Unique pageview. The number of tab explorations has a direct impact on indexing. For new projects (no more than 6 months), 100 scans per day is an excellent result. If the platform is over a year old and its numbers are low, the portal may have issues.
5. Time on page. The parameter determines how many seconds, minutes, or hours a user spends on one tab. Thanks to the metric, entrepreneurs can understand what games and categories are popular.
6. Bounce rate. The indicator shows the percentage of visitors who leave the page immediately after opening it. If the figure exceeds 50%, the content is of low quality or incorrectly optimised.
7. Conversion rate. It is the number of casino enthusiasts who performed the target action: launched the slot, replenished the account, etc.

Player Attraction Channels

There are several ways to motivate gamblers to explore the project. Direct traffic is users who come to the website by entering the URL in the browser address bar or by opening the page from bookmarks.

Other channels:

• affiliate — a reference in partner programs;
• e-mail — direct links in electronic messages;
• search — through Google and similar systems;
• ads — banners, social network messages, targeted content, etc.

Successful brands constantly monitor traffic. Analysis helps understand the best components:

• effective sources;
• frequent queries of punters;
• resultative marketing measures;
• connections between activity and the time of day.

When promoting a project, it is crucial to pay special attention to SEO aspects, since, in iGaming, the top productive transitions are from search engines and links from 3rd-party platforms.

Additional traffic can be obtained through:

• social networks;
• affiliate programs;
• personalised mailings.

Research of Competitors’ Offers

Operators are advised to conduct analytical studies of other niche businesses’ dynamics. The information collected allows entrepreneurs to adopt the successful experience of opponents and avoid mistakes during promotion.

Usually, 2 or 3 industry leaders and several young brands with a stable audience are selected for research. Additionally, the list of companies should be regularly updated, with interesting startups added.

There are several methods for detecting competitors:

1. SEO analysis. Study the keywords relevant to the platform to understand who also uses them and has achieved noticeable positive results.
2. Region of operation. Find and explore digital brands working in the same country as your website.
3. Attention to the main aspects. To obtain relevant research results, 4–5 primary opponents are enough.

Evaluation of Key Parameters and Characteristics

At the first stage of the analysis, it is necessary to study:

• website features — structure, functionality, content volume, etc.;
• direction — it should correspond to the operator’s portal;
• domain and age — long-standing, properly optimised platforms are indexed better, and gamblers and partners trust them more.

Entrepreneurs should also pay attention to young, rapidly developing projects that attract a large audience. Studying their successful promotion experiences will provide helpful information.

Among the technical indicators, the web resource’s loading speed should be analysed. If the pages open too slowly, users will not wait and will go to competitors. Swiftness has a positive effect on indexing indicators.

The server response code is also essential. It informs how effectively the portal builds relationships with search engines. The presence of duplicate tabs will decrease the positions.

Tech files play a significant role in promotion. The following data is written in Robots.txt:

• platform structure;
• recommendations for systems;
• pages hidden from search algorithms;
• prohibition of indexing specific online pages.

Meanwhile, Sitemap.xml provides information on the regularity of content updates and processing priorities.

Mobile Platform

Since 2021, Google and similar systems have started focusing first on casino versions for portable devices and then on indexing desktop websites.

The design of an application should completely repeat the visuals of the traditional internet platform. Nevertheless, mobile portals remove certain functions, some options are hidden in the menu, and the amount of content visible to users may decrease.

Link Mass Analysis

There are 2 groups of such references:

• external — published on 3rd-party online resources;
• internal — help users go through the pages of digital casinos.

Outside links are divided into 2 categories:

• natural — distributed by gamblers, leaving reviews or sharing with friends;
• purchased — created by SEO specialists and published (for money) on 3d-party resources, thanks to which it is possible to attract a solvent audience.

Working with references requires attention. The Google Penguin algorithm checks all links, and if they lead from poor-quality portals, the project’s position will be lowered.

Search bots also examine the following characteristics of such references:

• context;
• naturalness and age;
• dynamics of mass growth.

Interlinking with authoritative websites provides a positive effect. Anchors in the form of avatars, images, etc., give an excellent result.

Quality of Portal Content

First of all, texts are analysed. Search engines evaluate:

• article expertise;
• structure correctness and clarity;
• uniqueness and usefulness of descriptions.

Interesting, helpful information that meets search queries is considered relevant. Adding infographics also attracts readers.

Solutions for Evaluating Traffic

Many instruments are used to study the audience. Let us explore the most efficient ones:

Google Analytics

The service offers a wide range of functions, has many additional options, and boasts a multitasking interface.

The solution is available in 2 versions:

1. The free system is suitable for small brands and individual users.
2. The paid variation is the best choice for large-scale projects.

The tool allows for receiving data on traffic, acquisition channels, audience characteristics and behaviour, etc. The platform is capable of generating 70 different reports and offers over 500 segmentation filters.

SimilarWeb

The program is designed to analyse applications and mobile versions of websites. The tool scrutinises the operator’s and competitors’ platforms.

Detailed statistics are collected on parameters, such as:

• traffic sources;
• search queries;
• external/internal links, etc.

Whois

The service checks domain characteristics: its owner, history, age, and other important information. Additionally, the tool allows for finding available names and detecting which DNS servers the owner of a specific title uses.

Open Web Analytics

This free product delivers analytical data on 50+ metrics, including:

• conversion;
• bounce rate;
• unique pageviews;
• traffic volume and quality, etc.

Seogadget

It is another instrument that does not require payment. Its purpose is to conduct deep qualitative research. The service collects data on the portal’s positions, helps select keywords, and assists with placing internal links on the iGaming portal.

The Main Things About Analysing Gambling Traffic

Such a study can help you evaluate the success and potential of your RMG project.

Central notions from the article:

• The traffic level is the most critical metric. You can take different periods for research: a year, a month, a week, or a day. Explore the situation dynamically since it will allow you to see changes in indicators.
• A detailed analysis of tech and other aspects delivers deep data. The pool covers the domain’s age and history, the portal’s volume, the characteristics of the target audience, the speed of opening pages, etc.
• Traffic on competitors’ platforms should also be scrutinised. It will allow you to understand opponents’ strengths and find optimisation errors. Their experience can be successfully used to promote your online casino.

Our company provides comprehensive services to promote gambling projects. We employ different methods (SEO, SMM, targeting, etc.) that guarantee prosperity. Feel free to contact us to access them.

Rosloto’s team also offers the following:

• preparation of a business plan;
• games from reputable providers;
• development of a turnkey online casino;
• creation of slots based on customer sketches;
• assistance in obtaining a licence, and much more.