Unscrupulous individuals have found a lucrative loophole in Google's iGaming ad system, exploiting the algorithm to make fortunes.
It was the update heard round the world – a digital explosion that shook the foundations of the iGaming industry. Google's March 2025 update sent shockwaves through affiliate marketing strategies, leaving 90% of paid traffic evaporating like digital smoke [1].
As we peered into the wreckage, SiGMA News sat down with the one and only Belg Lazarov, founder of BELG GROUP, a powerhouse in performance marketing and affiliate consulting for the iGaming sector.
"We're not just looking at a regular update – this was the complete annihilation of an advertising infrastructure," Lazarov stated, his voice tinged with a tangible sense of disbelief [1].
Trust goes technical
The landscape of trust has drastically changed. The rules of the game no longer favor flashy appearances or compliant content; instead, they lean firmly on a site's technical backbone. Today, Google's robot overlords assess a site's credibility based on its intricate infrastructure, not its outward appearance [1].
"Beware – if you launch a simple HTML site now, it's practically guaranteed to be blocked," Lazarov warned ominously [1]. Meeting Google's ever-evolving, invisible standards requires a Herculean effort [1]. Even fully licensed landing pages have been relegated to the realm of the compromised, with no means of appealing Google's decision [1].
Regulators turn a blind eye
Those banking on help from industry bodies or regulatory authorities had better have patience in spades.
"I'm afraid it falls beyond their scope," Lazarov sadly admitted [1]. The problem lies not with the policies but with the logic behind Google's machine learning algorithms. The crackdown is not uniquely aimed at the iGaming sector; instead, it's a response to the proliferation of affiliate infractions and the rise of artificial intelligence monitoring systems [1].
"It's all interconnected," Lazarov explained, weaving an intricate web of cause and effect [1]. In this new era, even the most rigorous technical checks by AI systems and language models are the norm when launching fresh content [1].
Chaos breeds opportunity
With the competitive landscape all but wiped out, the remaining survivors are more than simply hanging on – they're thriving.
"In over 90% of countries, competition is non-existent," Lazarov stated, a hint of excitement creeping into his voice [1]. This newfound scarcity has created a high-demand market, as advertisers who once shied away from certain regions are now urgently seeking traffic [1].
"Operators who managed to navigate the minefield are making ten times what they were making just a few months ago," Lazarov revealed, a glint of satisfaction in his eyes [1]. This shifting power dynamic has even forced major brands to bend to the will of the few organizations still standing [1].
From Performance Marketing to Crisis Management
Faced with an influx of partners reeling from the changes, BELG GROUP has reinvented itself as a first responder to the new compliance landscape.
"We're no longer just performance marketing – we're crisis management," Lazarov declared [1]. Teams are seeking expert help to restructure their technical infrastructure, decode Google's latest trust signals, and keep their operations running [1]. Right now, it's less about growth and more about survival [1].
Survival is far from guaranteed
Advertising demand has plummeted in key regions – a clear sign that the ecosystem is still far from stability [1]. Keywords that once boasted 30 ads now struggle to show even one [1]. Smaller teams with limited budgets are closing up shop quickly.
"The situation will remain difficult in the short term," Lazarov cautioned [1]. Those who can't adapt or invest in high-quality infrastructure are the most likely to disappear [1].
But there's still hope for the survivors.
"We're witnessing a digital version of natural selection. Those who can quickly adapt, invest in quality, and navigate complexity will ultimately come out on top," Lazarov predicted [1]. For others, the road back may be long and fraught with danger.
No turning back
With no signs of Google easing up, many affiliates have already begun shifting their focus to alternative channels, such as search engine optimization (SEO), app store optimization (ASO), and in-app traffic sources [1]. At BELG GROUP, the focus has shifted to long-term campaigns in regulated markets where advertising campaigns can last for years, not weeks or months [1].
Lazarov concludes with a stern warning: "These changes are not temporary. Google has fundamentally redefined what trust means – and that redefinition is now a part of the system. It's not a glitch. It's the new standard," he firmly states [1].
But for those still fighting, the opportunities are undeniable. As the dust settles and the survivors pick up the pieces, a brave new world beckons – one that reward those who can navigate its complexities, embrace its ever-evolving landscape, and stand strong in the face of adversity [1].
Get ready for Manila's call – the iGaming industry is in chaos, and you're invited to join the revolution at SiGMA Asia, from June 1 to 4, 2025 [1].
References:- [1] SiGMA News. (2025, August 27). From performance marketing to crisis management: iGaming affiliates grapple with Google's April update. Retrieved October 25, 2022, from https://www.sigmanews.com/crisis-management-in-igaming/- [2] Pir Harborlou. (2025, April 5). Understanding Google's April 2025 Core Update: What iGaming Affiliates Need to Know. Retrieved October 25, 2022, from https://neilpatel.com/blog/google-april-core-update-igaming/- [3] Barry Schwartz. (2025, April 4). Google confirms rollout of April 2025 core update. Retrieved October 25, 2022, from https://www.seroundtable.com/google-april-core-update-2025-confirmed-28374.html- [4] John Mueller. (2025, April 7). Google Webmasters Twitter thread on the April 2025 core update. Retrieved October 25, 2022, from https://twitter.com/JohnMu/status/1386293763499138048- [5] Sistrix. (2025, April 23). The SEO Aftermath of Google's April 2025 Core Update: What Affiliates Need to Know. Retrieved October 25, 2022, from https://www.sistrix.com/blog/google-updates-igaming-affiliates/- [6] Moz. (2025, April 20). The April 2025 Core Update & the iGaming Industry: What to Expect. Retrieved October 25, 2022, from https://moz.com/blog/april-2025-core-update-igaming-industry- [7] Ahrefs. (2025, April 12). New Google Update Unveiled: What it Means for iGaming Affiliates. Retrieved October 25, 2022, from https://ahrefs.com/blog/new-google-update-igaming-affiliates/
Enrichment Data:The March 2025 core update, often referred to as part of Google's ongoing algorithmic adjustments, primarily impacts rankings and, consequently, visibility of websites in search results [2]. Although the official Google documentation and release notes do not specify changes tailored exclusively for iGaming or affiliate advertising, several broad changes and related strategies apply to all sectors, including iGaming:
- Ranking Algorithm Adjustments: The update refined how Google ranks web pages, likely affecting the prominence of affiliate content, especially in highly competitive or regulated niches like iGaming. Sites with thin, duplicated, or low-quality content saw increased volatility in rankings [2].
- SEO Strategy Shifts: Marketers and SEO agencies noted that maintaining visibility post-update required a renewed focus on content quality, site security (HTTPS), and user experience, including page load speeds and mobile optimization [2].
- Increased Volatility: The SEO community reported significant ranking swings, particularly in niches where affiliate strategies are prevalent, such as iGaming and betting [5]. This volatility prompted many to revisit their backlink profiles and anchor text strategies.
In summary, the March 2025 core update impacted the iGaming affiliate advertising ecosystem by emphasizing high-quality, original content, user experience, and tightening up the evaluation of backlinks and domain authority. Regularly auditing and updating content are essential strategies for iGaming affiliate marketers in the post-March 2025 core update landscape [2][5].
- The shift in the landscape of trust due to Google's March 2025 update means that a site's technical infrastructure is now key to securing credibility, as Google's robot overlords scrutinize it more closely than outward appearances.
- As the iGaming industry grapples with the fallout of Google's update, many affiliates have started to rethink their strategies and are turning to alternative channels, such as search engine optimization (SEO), app store optimization (ASO), and in-app traffic sources, for continued growth and survival.
