iGaming Link Building Tips

Getting links for iGaming sites isn’t just about volume – it’s about relevance, authority, and getting Google to see you as a serious player in the space. 

Whether you’re running an online casino, sports betting platform, or iGaming affiliate site, this guide will walk you through the actionable steps to building PR-level backlinks that actually move the needle.

1. Leverage Data-Driven Content for Authority Backlinks

Why Data-Driven Content Works

In a high-stakes industry like iGaming, authoritative content is a goldmine for backlinks.

Journalists, bloggers, and news outlets love using credible data to support their stories, and that’s where you come in.

By creating data-driven content, such as reports on gambling trends or sports betting analysis, you’re positioning your brand as a trusted source that others want to link to.

According to SearchLogistics, high-quality articles or blogs with more than 3,000 words  receive more backlinks on average than content with less than 3,000 words.

How to Create Data-Driven Content

• Conduct surveys
• Analyze market trends
• Publish case studies

Keep an eye on major iGaming events for timely content that has high link-building potential.

2. Craft Industry-Specific Guest Posts

Guest posting still works if you do it right – by focusing on high-quality sites in related industries (sports, finance, lifestyle).

93.8% of link builders say link quality is more important than link quantity. When your guest post lands on a respected site, you gain exposure to a relevant audience while gaining a high-authority backlink.

How to Do It Right

• Target relevant sites. Stick to sites that overlap with iGaming, like sports publications, sport blogs, or lifestyle sites.
• Write in depth posts. A generic post won’t cut it. Craft content that adds value, whether it’s an analysis of betting strategies or a breakdown of new regulations.
• Include fresh angles

Example Outreach Template

Hi [Editor’s Name], I’m a [Your Position] at [Your Company] and a writer focused on iGaming trends. I’d love to contribute a post on [topic idea]. I think it’d really resonate with your audience, as it covers [specific angle].

3. Get Featured in Industry Roundups

Roundups give you quick access to high-quality links on reputable sites. They’re easy to scale and work well for iGaming brands since industry sites are always looking to feature top resources, tools, or insights.

How to Find and Get Featured in Roundups

• Search for Relevant Roundups: Use Google search operators like “inurl” or “best [topic] resources” to locate them. Look for industry-specific ones, like “Best Online Betting Tips” or “Top Gambling Blogs.”
• Pitch Your Content: For example, if you have an insightful blog post on “Betting Strategies for Beginners,” reach out to roundup curators with a quick pitch.

Outreach Email Example

Hi [Curator’s Name], I recently published a detailed guide on [topic], which I think would be a valuable addition to your next roundup. I’d be honored if you’d consider including it.

4. Partner with Casinos and Gaming Sites for Link Exchanges

Link exchanges may have gotten a bad rap, but when done right, they can still be effective. Rather than random linking, focus on partnerships with other gaming sites, casinos, or affiliates where link exchange makes sense.

How to Conduct Smart Link Exchanges

• Select Complementary Sites: Aim for iGaming sites with authority and relevance that complement, rather than compete with, your brand.
• Agree on Contextual Links: Contextual backlinks (placed naturally within content) are far more effective and safer than footer or sidebar links.
• Create Valuable Anchor Texts: Make sure anchor texts are relevant to the page they’re linking to. For instance, linking “online sports betting guide” to a related landing page is highly effective.

5. Build Links with Broken Link Building

How to Find and Fix Broken Links

• Identify Relevant Sites: Use tools like Ahrefs or SEMrush to find iGaming-related sites with broken links.
• Check for Broken Links: Tools like Screaming Frog can help you locate specific broken links on these sites.
• Offer a Replacement: If a sports betting site has a broken link to an outdated guide, pitch your up-to-date version as a replacement.

Outreach Template for Broken Links

Hey [Site Owner’s Name], I noticed a broken link on your page [URL]. It used to link to [old resource], but unfortunately, it’s no longer live. We recently published a [topic] that might serve as a helpful replacement.

6. Build a Scholarship Program for Edu Backlinks

While education-based links (like .edu domains) are famously tough to get, a well-organized scholarship program can be a smart way to earn them. Many universities link to scholarship opportunities, and a link from a .edu domain has high authority and SEO value.

How to Set Up an iGaming Scholarship

• Define the Scholarship Topic: Make it relevant to iGaming. You could sponsor a “Sports Analytics” scholarship or “Responsible Gaming Advocacy” award.
• Create a Scholarship Page: Detail the scholarship requirements, eligibility criteria, and submission guidelines on your website.
• Outreach to Universities: Contact financial aid departments and request to be listed on their scholarship resource pages.

This can be a long-term strategy, as it requires consistent outreach and follow-up, but the rewards are unmatched for authority and traffic.

7. Run Competitions to Attract Links and Mentions

Competitions generate buzz and engagement while bringing your brand in front of new audiences.

In the iGaming world, a well-structured competition can attract industry interest and naturally pull in links from forums, blogs, and social media sites that follow gaming, sports, or casino news.

Types of Competitions to Run

• Sports Betting Competitions: Offer a prize for participants who get the closest to predicting outcomes of sports games or matches.
• Casino Tournaments: Host online casino tournaments with incentives, encouraging participants to share and link to the competition page.
• Content Creation Contest: Encourage users to submit articles, videos, or reviews, with the best entries featured on your site.

When your competition generates excitement, you’ll see people linking back to it on their own platforms.

Need ideas for a link-worthy contest?

Let us help you with campaign creation and outreach tailored to iGaming.

8. Build Relationships with Industry Influencers and Podcasters

Collaborating with influencers – whether they’re active on social media, run a popular podcast, or both – can help you earn powerful backlinks and brand mentions.

This combination not only boosts SEO but also elevates your brand’s authority among serious iGaming enthusiasts.

How to Make the Most of Influencer and Podcast Partnerships

• Choose the Right Influencers and Podcasters: Focus on personalities with audiences that overlap with your niche. Look for those who cover sports betting, online casinos, or gaming strategy. These influencers already have trust with your target audience, making their backlinks and mentions far more impactful.
• Offer Exclusive Content or Insights: Stand out by offering unique value. Provide influencers or podcast hosts with exclusive insights, like “The Top 5 Betting Trends for the Upcoming Sports Season” or “Behind-the-Scenes at [Your Brand].” They’ll appreciate the fresh content, and you gain a valuable backlink and exposure.
• Feature Data-Driven Stories: Consider giving influencers and podcasters access to your latest data reports or survey results. For instance, “What iGaming Users Really Want in 2025” could be an enticing topic that both drives engagement and attracts quality links.

Pro Tips for Effective Outreach

• Go Multi-Channel: Reach out via email, but consider a secondary follow-up on their primary platform (like Instagram DM or LinkedIn message) to get noticed.
• Think Long-Term Partnerships: Rather than a one-off post, look for influencers and podcasters open to ongoing collaborations. This can include regular mentions or even a “Brand Spotlight” segment.

Want help from experts who know the iGaming world inside and out?

Our iGaming link-building team is ready to take your backlink profile to the next level.