As we look ahead to 2025, the digital marketing landscape continues to evolve rapidly, and performance marketing in iGaming is no exception. With the constant changes in customer behavior, technology, and regulatory frameworks, businesses must adapt quickly to maintain competitive advantages. At RockApp, we’ve outlined the most important developments and strategies that iGaming operators should embrace for sustained growth in 2025.
Shift Toward User-Centric Marketing: The Age of Personalization
One of the most significant shifts we’ll see in 2025 is the continued dominance of personalized marketing. According to AppsFlyer’s “State of Gaming App Marketing 2024” report, over 75% of gaming apps are expected to invest in more personalized user experiences by leveraging first-party data. This approach enables brands to engage users on a deeper level, offering them tailored content, ads, and promotions based on their preferences and behaviors.
Personalization isn’t just about using names or recommending relevant games anymore. It’s about creating an entire ecosystem of user-centric experiences that drive conversions.
The Rise of AI and Automation in Ad Campaigns
Artificial intelligence and automation will be major driving forces in performance marketing for iGaming in 2025. According to a report by Google Analytics, 69% of marketers expect to use AI for ad targeting by the end of 2025. Automation allows brands to optimize ad spend, streamline media buying, and deliver real-time creative adjustments - critical for staying competitive in an ever-changing market.
AI-powered predictive analytics will help iGaming brands not only segment their audiences more effectively but also forecast customer behavior, allowing for smarter budget allocation. RockApp has already integrated AI into our campaigns, optimizing everything from bidding strategies to identifying high-value players. Expect automation tools to evolve and become more intuitive, helping marketers deliver the right message at the right time.
The Continued Growth of Mobile-First Strategies
Mobile-first is no longer just a trend, it’s the norm. By 2025, it is projected that 80% of global online traffic will come from mobile devices, according to App Annie’s latest mobile industry report. For iGaming brands, this shift will necessitate mobile-optimized websites and apps and also mobile-first advertising strategies.
Innovative mobile formats such as in-app ads, rewarded video ads, and interactive experiences will continue to grow in popularity. Users are looking for engaging and seamless experiences, and this is especially true in the gaming sector. In fact, mobile gaming revenue in 2025 is expected to surpass $100 billion globally, a staggering 45% increase from 2020, as reported by Newzoo.
Video and Interactive Content Take the Lead
Video content continues to thrive, and in 2025, it will be an even more powerful tool in iGaming marketing. According to Google, video ads on platforms like YouTube and Twitch already account for a significant portion of digital ad spend, and this trend will continue to rise, with video expected to represent over 80% of all internet traffic by 2025.
Live-streamed gaming events, interactive video ads, and shoppable videos will drive engagement and conversions. For iGaming, this opens up new opportunities to engage users through live dealer games, tournaments, and real-time gaming updates, all while providing advertisers with valuable engagement metrics. The goal is to attract players and create an immersive experience that keeps them coming back for more.
Investing in Emerging Markets: A New Growth Frontier
Looking to the future, emerging markets will be an area of tremendous opportunity for iGaming companies. As regulatory frameworks evolve, regions like Latin America, Africa, and Asia will become key growth drivers for the industry. The increasing mobile penetration in these regions will make it easier for iGaming operators to reach new players.
For example, Statista forecasts that mobile penetration in Sub-Saharan Africa will increase by over 20% by 2025, creating a booming market for mobile gaming. Similarly, Latin America’s online gaming market is expected to grow by 12% annually, driven by younger, tech-savvy populations.
The Evolution of Programmatic Advertising in iGaming
In 2025, programmatic advertising will continue to revolutionize how iGaming brands target and engage their audiences. As digital ecosystems become more fragmented, programmatic buying will allow advertisers to reach users at scale, using real-time data to optimize ad placements and budget allocation. Marketers will increasingly rely on machine learning algorithms to automate media buying decisions, ensuring that their ads are shown to the right audience at the right time.
What’s particularly important for iGaming brands is the rise of cross-channel programmatic strategies, which allow marketers to connect with users across different platforms: whether mobile, desktop, or in-app. As highlighted by AppsFlyer, effective programmatic strategies in 2025 will include a heavy focus on first-party data and contextual targeting, reducing dependency on cookies, and improving targeting efficiency.
The precision and scalability offered by programmatic advertising make it a cornerstone for performance-driven marketing in the iGaming industry.
Conclusion: Adapt or Fall Behind
The digital and performance marketing landscape is changing rapidly, and iGaming companies must be ready to adapt. Personalization, AI, data privacy, video content, and emerging markets are all set to shape the future of marketing in 2025. As we enter this new era, brands that embrace these trends and continuously innovate will be best positioned to succeed.
At RockApp, we’re constantly analyzing market shifts and implementing cutting-edge strategies to ensure that our clients stay ahead of the curve. The future is bright for those who are ready to embrace the changes that 2025 will bring.
