SiGMA Market Report

The first SiGMA Market Report has simply been printed on-line.
The report is the results of a partnership between SiGMA Group and MECN’s Online Gambling Quarterly (OGQ) and targets Europe, particularly the UK, Germany, Sweden and Romania. It takes a more in-depth have a look at the advertising and marketing actions of on-line gaming operators, specializing in social media, web optimization, and internet online affiliate marketing. The article is accessible on the SiGMA News web page and accessible by scanning the QR code on the left. The information was collected in September and October 2023 and the report offers an outline of:

• The most lively operators on affiliate websites in Europe.
• The best-ranked operators and associates in Europe on Google.
• The most lively operators on social channels.
• Market capitalizations and up to date M&A offers.
Below are some first insights:
• William Hill (total), Winamax (Western Europe focus) and Fortuna Poland (Eastern Europe focus) are high on X/Twitter. On Instagram, Paddy Power leads in Western Europe, and Fortuna CZ does the identical in Eastern Europe.
• The main operators on betting affiliate websites: Bet365 (UK), Bwin (Germany), Betsson (Sweden), Unibet (Romania).
• The main operators on on line casino affiliate websites: Casumo (UK), Novoline (Germany), LeoVegas (Sweden), Unibet (Romania).
• The best-ranked operators for betting-related key phrases are Willam Hill within the UK and Tipico in Germany. The best-ranked operators for casino-related key phrases are Paddy Power within the UK and Novoline in Germany.
• Flutter leads the rating with a market capitalization of GBP 22.8 billion.
Figure 1: Top advertisers/manufacturers (playing web sites) on affiliate web sites (date of analyses 13/10/2023, supply, Online Gambling Quarterly)

Affiliate benchmarking
Scan this QR code for an interactive dashboard exhibiting the highest on-line playing advertisers/ manufacturers on affiliate web sites in Europe.
The high on-line playing advertisers/manufacturers on affiliate web sites in Europe Affiliates are one of many essential advertising and marketing and acquisition instruments of most on-line playing web sites. The report contains vertical/segment- and country-specific analyses that present the operators most featured on the web sites of key associates. The report adopted the next method:
• Affiliates within the high 50 on Google – For 20-30 betting- and casino-related key phrases the info centered on the affiliate websites that have been among the many high 50 Google search outcomes for key nations within the chosen areas.
• Subsequently, the analyses centered on the advertisers/ manufacturers (playing web sites) featured on every of the affiliate websites top-ranked on Google. The variety of associates which can be among the many high 50 Google outcomes varies from nation to nation and thus has an impression on the general rating of advertisers/manufacturers featured.
Betting-specific affiliate benchmarking
UK – The evaluation was based mostly on 129 affiliate web sites that made it into Google’s native high 50 search outcomes for 20-30 betting-related key phrases. Bet365, Unibet, and Betfred are main this rating.
Germany – The evaluation was based mostly on 75 affiliate web sites that made it into Google’s native high 50 search outcomes for 20-30 betting-related key phrases. Bwin, Bet365, and Betway are main this rating.
Sweden – The evaluation was based mostly on 135 affiliate web sites that made it into Google’s native high 50 search outcomes for 20-30 betting-related key phrases. Betsson and Unibet are main this rating.
Romania – The evaluation was based mostly on 83 affiliate web sites that made it into Google’s native high 50 search outcomes for 20-30 betting-related key phrases. Unibet, Betano, and Superbet are main this rating.
Casino-specific affiliate benchmarking
UK – The evaluation was based mostly on 64 affiliate web sites that made it into Google’s native high 50 search outcomes for 20-30 casino-related key phrases. Casumo, Bet365, and Videoslots are main this rating.
Germany – The evaluation was based mostly on 72 affiliate web sites that made it into Google’s native high 50 search outcomes for 20-30 casino-related key phrases. Novoline, LaPalingo, and Bwin are main this rating.
Sweden – The evaluation was based mostly on 126 affiliate web sites that made it into Google’s native high 50 search outcomes for 20-30 casino-related key phrases. LeoVegas and Betsson are main this rating.
Romania – The evaluation was based mostly on 81 affiliate web sites that made it into Google’s native high 50 search outcomes for 20-30 casino-related key phrases. Unibet and Betano are main this rating.
web optimization benchmarking – which operators are doing the very best job in web optimization?
As in most on-line industries, the rating in engines like google is an important success issue. Therefore, the next analyses goal to make clear which on-line playing operators are performing nicely in web optimization. To present some solutions, the next method was utilized:
• The high 50 Google natural search outcomes have been analysed for a number of key markets/nations. The native Google engines like google for every nation and about 20-30 country- particular key phrases have been used.
• A search end result was produced rating for each key phrase/nation/vertical and every web site ranked was given a reciprocal variety of “web optimization factors” relating to its rank (e.g., rank 1 = 50 factors, rank 2 = 49 factors, … , rank 50 = 1 level).
• For the ultimate rating, the model/web site with the very best variety of “web optimization factors” obtained the “web optimization rating” of 100. All different web sites got scores based mostly on their “web optimization factors” in relation to the rating of the highest model.
UK – web optimization benchmarking
In October 2023, the UK web optimization evaluation included 25 betting- associated key phrases and 23 casino-related key phrases.
Betting web optimization evaluation – William Hill leads the rating
Across all 25 betting- associated key phrases, William Hill leads the web optimization rating, adopted by Paddy Power and Sky Bet.
Casino web optimization evaluation – Paddy Power leads the rating
Paddy Power leads web optimization rating throughout all 23 casino-related key phrases, adopted by 888casino and Betfair.
Germany – web optimization benchmarking
In October 2023, the Germany web optimization evaluation included 20 betting-related key phrases and 25 casino-related key phrases.
Betting web optimization evaluation – Tipico leads the rating
Tipico leads web optimization rating throughout all 20 betting-related key phrases, adopted by Bwin and Interwetten.
Casino web optimization evaluation – Novoline leads the rating
Novoline leads web optimization rating throughout all 25 casino-related key phrases, Novoline takes the primary rank. Novoline was not capable of get into search ranks 1 or 2 for any of the key phrases analysed however had good rankings (e.g., ranks 3-10) for many of the key phrases (“amount as an alternative of high quality” – method). Runners-up are Tipico and NetBet.

Top-ranked affiliate web sites
So far, just a few associates (e.g., Oddschecker) have been capable of set up their very own (world) model fame. Therefore, the Google rating is of key significance for many associates. To put together the web optimization rating for associates, the identical methodology as for the operators’ websites was utilized.
Top-ranked associates – UK
The UK web optimization evaluation included 25 betting-related key phrases and 23 casino-related key phrases. For betting-related key phrases, Olbg.com and Bookies.com reached the very best web optimization rating.
For casino-related key phrases, Casino.org and Gambling.com reached the very best web optimization rating.
Top-ranked associates – Germany
The Germany web optimization evaluation included 20 betting-related key phrases and 25 casino-related key phrases. For betting-related key phrases, Wettbasis.Com and Wettfreunde.Net reached the very best web optimization rating. For casino-related key phrases, Casinoonline.de and Onlinecasinos deutschland.com reached the very best web optimization rating.
Top-ranked associates – Sweden
The Sweden web optimization evaluation included 21 betting-related key phrases and 28 casino-related key phrases. For betting-related key phrases, Bettingstugan.se and 1X2.se reached the very best web optimization rating. For casino-related key phrases, Casino.org and Casinofeber.se reached the very best web optimization rating.
Social media benchmark analyses – variety of followers
Overall, the Top 5 operators for highest variety of followers on X (previously Twitter) from the nations included within the analyses have been Paddy Power, Bet365, Unibet, William Hill and FanDuel Sportsbook. The Top 5 operators for highest variety of followers on Instagram from the nations included within the analyses have been PokerStars, Barstool Gambling, FanDuel Sportsbook, Paddy Power and Wplay.
Market capitalizations
The report contains an evaluation of the market capitalisation of some Europe-focused publicly traded firms lively within the on-line playing trade. The common market capitalization of the businesses analysed is GBP 3.1 billion.
Flutter on high
Flutter leads the rating with a market capitalization of GBP 22.8 billion. It is adopted by Evolution (GBP 16.8 billion) and Entain (GBP 5.9 billion).
P/E ratios
The P/E ratios present image of the worth of the corporate. Zeal/Tipp24 leads the rating with a P/E ratio of 56. The common P/E ratio of the pattern analysed is 22.
Market cap in relation to Q2/2023 revenues
The report additionally presents the market capitalization in relation to the latest quarterly revenues (on this version: revenues in Q2/2023). For operators, the web gaming revenues have been taken, and for all others (tech suppliers, associates, et. al.), the income associated to on-line playing (if reported). In some instances, the revenues reported may not be solely comparable, however the evaluation signifies the market dynamics. Evolution has the very best market cap / income ratio. Evolution leads the rating in market capitalization in relation to the latest quarterly income with 44. The common ratio of the businesses analysed is 12.
Disclaimer: The info supplied are believed to be appropriate on the time of publication however can’t be assured. Data, findings, and suggestions are based mostly on the very best accessible data on the time of publication and are topic to vary over time.