Affiliate marketing in iGaming is a science. Paid acquisition is optimised down to the penny. CRM programmes trigger personalised messages based on player behaviour patterns that would impress a data scientist. The iGaming industry has refined almost every marketing channel to its theoretical limit. Almost every channel. PR remains the glaring exception — underused, misunderstood and overlooked by an industry that could benefit from it more than most.
Kooc Media, a PR distribution agency operating across iGaming and cryptocurrency since 2017, has built a service specifically to close this gap. The agency provides iGaming companies with guaranteed article placements on news sites it owns, global press distribution through hundreds of partner outlets, and editorial support from a team that writes about gambling every day. For an industry that has mastered the art of acquiring players but struggles to convince them to stay, PR is the missing layer — and Kooc Media is making it accessible.
The Last Unconquered Channel
Walk the floor of any iGaming conference and you will find stands dedicated to affiliate technology, programmatic advertising, social media tools, SEO platforms, CRM systems and email automation. What you will not find is a meaningful number of exhibitors offering PR services to gambling companies. The industry has collectively decided that press coverage either does not work for gambling brands or is not worth the effort.
Both conclusions are wrong. Press coverage works exceptionally well for iGaming companies. The problem has always been access. Traditional PR agencies pitch stories to external journalists who, more often than not, decline to cover gambling content. Mainstream editors see it as too risky or too niche. Even dedicated gambling trade publications prioritise established operators over emerging brands. The hit rate for iGaming PR pitches through traditional channels is low enough to make most operators give up after one attempt.
Kooc Media’s model avoids this problem entirely. The agency does not depend on external publications to agree to run a story. It publishes through news sites it owns — Blockonomi, CoinCentral, MoneyCheck, Parameter, Beanstalk and Computing — all of which are listed on the brands page. These publications cover gambling, cryptocurrency, finance and technology, and their editorial calendars are controlled by Kooc Media.
When an iGaming client needs an article published, it goes through the agency’s internal editorial review and onto the owned sites. No pitching. No external gatekeepers. No hoping. The placement is guaranteed and the article is typically live within hours.
“The iGaming industry gave up on PR because the traditional model was not built for them,” said Michelle De Gouveia, spokesperson for Kooc Media. “We built a model that is. Guaranteed placements, fast turnaround, global distribution. It is PR designed around how the gambling industry actually operates.”
What iGaming Companies Are Missing Without PR
The absence of press coverage creates problems that most iGaming companies do not fully appreciate until they see the difference it makes.
Trust at first contact. Every player evaluates an iGaming brand before depositing. They search the company name and base their decision partly on what they find. Press coverage from independent publications is the strongest trust signal a player can encounter during that research. Without it, the company looks unverified regardless of how polished its website is.
Authority in competitive markets. iGaming is fiercely competitive in every vertical. Online casinos compete with thousands of other casinos. Sportsbooks compete with dozens of other sportsbooks in every regulated market. The brands with visible media coverage occupy a higher tier in the player’s mind than those without it. Press coverage is a differentiator that cannot be copied by matching a bonus offer or adding another game provider.
Longevity in search results. Paid advertising stops working the moment the budget runs out. Affiliate links compete with every other affiliate promoting the same brands. Press articles on high-authority domains stay indexed and continue ranking for months or years. Each article is a permanent asset that keeps delivering value long after the campaign that created it has ended.
Credibility beyond players. iGaming companies do not only need to impress players. They need to impress payment processors evaluating risk, game providers choosing distribution partners, licensing authorities assessing applications and investors considering funding rounds. Press coverage on recognised publications supports every one of these relationships.
Distribution That Reaches Every Audience
Kooc Media’s owned sites provide the guaranteed foundation for every campaign. The agency’s gambling PR packages extend reach through a partner network that includes hundreds of additional websites and thousands of syndicated outlets across finance, business, technology and entertainment media globally.
At premium distribution levels, iGaming articles land on platforms that carry weight far beyond the gambling sector. Business Insider, Bloomberg, Benzinga, MarketWatch, USA Today and Dow Jones feeds have all published content distributed through Kooc Media’s network. For an iGaming company, a placement on Bloomberg tells the world something very different from a placement on a niche gambling forum. It says this is a serious business operating at a scale that mainstream financial media finds noteworthy.
The SEO impact amplifies every placement. Each article on a high-authority domain strengthens the company’s brand-name search results. Multiple placements across diverse authoritative sites create a wall of professional coverage that dominates the first page of Google, pushing down competitors, negative content and low-quality listings.
Built for Every Corner of iGaming
Kooc Media’s service is not a one-size-fits-all package repurposed from another industry. It is built for the specific needs of iGaming companies across the entire sector.
Online casinos get launch coverage, licensing announcement articles, game library expansion pieces, promotional campaign press releases and ongoing brand-building coverage. Crypto casinos benefit from the additional depth of Kooc Media’s crypto PR services, ensuring that blockchain payment integrations and provably fair technology are communicated accurately to crypto-native audiences.
Sportsbooks and betting exchanges get coverage tied to market launches, regulatory approvals, product innovations, sporting event tie-ins and technology upgrades. The editorial team understands the sports betting calendar and produces content that aligns with the moments when bettor attention peaks.
Poker platforms and bingo operators get coverage that breaks through the media silence surrounding their niches. These verticals receive disproportionately little press attention relative to their market size, which means even a modest PR campaign delivers outsized brand visibility.
iGaming software studios get B2B coverage for new game launches, platform features, integration announcements and partnership deals. Press articles on finance and technology publications support sales teams and business development efforts in ways that industry newsletters and trade show conversations alone cannot match.
Service providers, affiliate networks and payment processors get coverage that establishes credibility and documents company milestones for an audience of potential partners evaluating whether to do business with them.
The Editorial Difference
Content quality determines whether press coverage builds trust or undermines it. An article that reads like a marketing brochure does more harm than good. It signals to readers that someone paid to have it placed, which immediately erodes the credibility the coverage was supposed to create.
Kooc Media’s in-house writers produce content that reads like journalism. The tone is factual and measured. The language is specific rather than vague. Claims are supported rather than inflated. The result is articles that sit naturally alongside genuine news content on the publications where they appear.
The team covers every type of iGaming story — launches, partnerships, licensing milestones, technology announcements, executive appointments, funding rounds, promotional campaigns, market expansions, award recognitions and regulatory developments. Clients who prefer to write their own content can submit it for editorial review. Most choose the in-house service because the writers already know the industry and can move from brief to finished article faster than most operators can produce their own copy.
Compliance as Standard
Gambling advertising regulations are becoming stricter in every major market. Responsible gambling messaging requirements, restrictions on promotional claims, age-targeting rules and jurisdiction-specific advertising codes all impose constraints on what iGaming companies can say in promotional content. A press release that violates these standards can trigger regulatory consequences that far outweigh the cost of the PR campaign itself.
Kooc Media’s editorial team writes compliance-aware content as standard practice. Their experience spans iGaming and cryptocurrency, both heavily regulated sectors where careless promotional language creates real legal and licensing risk. Every article is written within regulatory boundaries from the first draft onward.
“Our clients can publish the content we produce with complete confidence,” said De Gouveia. “It promotes their brand effectively and it keeps them safe. In a regulated industry, that combination is not optional. It is essential.”
Starting a Campaign
Fixed-price packages offer iGaming companies an immediate entry point with confirmed placements, editorial support and full link reporting at a known cost. Custom campaigns provide flexibility for operators with specific publication requirements, geographic focus, multi-brand needs or ongoing monthly coverage schedules.
About Kooc Media
Kooc Media is a PR distribution agency specialising in iGaming, cryptocurrency, fintech and technology. The company owns and operates multiple news websites and distributes press releases and sponsored articles through a global partner network. Founded in 2017, Kooc Media provides content creation, guaranteed placements, newswire distribution and managed campaigns for online casinos, sportsbooks, betting platforms, poker rooms, iGaming software providers, blockchain projects and digital finance companies.
Kooc Media’s gambling PR packages are available now through the company’s website at https://kooc.co.uk.
