The UK Gambling Commission’s (UKGC) latest regulations introduce strict limits on online slot stakes, with a maximum of £5 per game cycle for players aged 25 and over and £2 for those aged 18-24. These changes will have significant implications for PPC strategies across the iGaming industry, requiring recalibration across automated bidding channels, CRM, and cross-sell strategies. Here’s how operators should adapt their paid search approach to stay competitive and maintain profitability.
As a paid search manager, your first priority should be gathering data from your casino team. You need to match the average spin amount with the acquisition keyword, allowing you to assess the potential impact of the UKGC changes on your paid search KPIs.
1. Automated Bidding Adjustments Across Casino and Sports Terms
Automated bidding models will require major adjustments, not only for casino-related terms but also for sports betting, particularly football. Given that under-25s are a key demographic for football betting, the reduced cross-sell potential into online slots needs to be factored in.
The £5 game cycle limit will also impact older players and in some higher-value players reduce the likelihood that they will continue to play.
Operators should:
- Adjust automated bidding strategies to account for lower potential value from younger customers.
- Monitor football-related terms more closely to evaluate shifts in player behaviour. They are likely to skew younger than horse racing.
- Implement bid adjustments based on age-related segments (manual campaign experiment).
2. Table Games & Live Casino Considerations
While the new regulations directly impact slot play, table games and live casino games may also be impacted.
- Spin limits reduce play across all games
- Slot players may be open to try other games more frequently.
It’s crucial to:
- Analyse search term data to see if players shift from slots to alternative products.
- Adjust PPC strategies to optimise for high-value table game and live casino players.
- Identify opportunities for retention marketing to engage affected slot players.
3. Impact on Bonuses, Offers & CRM
Bonuses and offers will likely see a knock-on effect due to changes in slot play behaviour. With lower stake limits reducing overall player value, CRM teams need to reassess retention and engagement strategies:
- Refine promotional strategies to maximise lifetime value (LTV) under the new rules.
- Consider targeted bonuses for high-value players who may shift preferences to Live Casino.
- Evaluate the impact on loyalty programs and tailor messaging accordingly.
4. Demographic Targeting Reassessment
For example, high-value female slot players represent a significant segment that will be impacted by these stake limits.
To mitigate risks:
- Operators should run 50/50 campaign experiments with manual targeting and bidding.
- Allocate 50% of the budget to manual bidding while allowing automation to adjust over time.
- Closely analyse performance to determine the most effective bidding strategy for different demographics.
5. Recalibrating Conversion Tracking
With shifting player behaviours, conversion tracking needs an overhaul. Additional conversion points should be integrated to capture meaningful engagement signals, such as:
- Time spent on site and session depth.
- Engagement with alternative casino products.
- Deposit behaviours following slot play.
6. Adjusting Projections to Reflect the New Landscape
Operators must revise revenue and player value projections to reflect these changes. Key actions include:
- Updating LTV models to accommodate lower stakes per game cycle.
- Adjusting CPA (Cost Per Acquisition) benchmarks based on new player value calculations.
- Refining budget allocation between acquisition and retention campaigns.
7. Conducting Competitor Analysis
To stay ahead of the competition, it’s essential to analyse how other operators are adjusting to the UKGC’s new regulations:
- Monitor ad copy changes to detect shifts in promotional messaging.
- Track competitors’ keyword strategies and bid adjustments.
- Benchmark performance data to identify emerging trends in player behaviour.
Conclusion
The UKGC’s stake limit regulations will fundamentally alter the UK iGaming market, requiring a complete re-evaluation of paid search strategies.
By recalibrating automated bidding, adjusting KPIs, refining conversion tracking, and closely monitoring market trends, operators can navigate these changes effectively.
A proactive approach will ensure sustained profitability and long-term growth in an evolving regulatory landscape.
We can help with our detailed igaming and sports betting paid search audit service.
