What is Customer Demographics and Target Market of Gambling.com Group Company?

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Who is Gambling.com Group's Target Audience?

Understanding customer demographics is key for success in the online gambling sector. A major strategic move in early 2025, the acquisition of Odds Holdings, Inc., significantly reshaped the company's market presence.

This acquisition brought sports data services and a substantial recurring subscription revenue stream, expected to exceed 20% of 2025 revenue. This diversification highlights the need to adapt to changing customer needs and market dynamics.

What is Customer Demographics and Target Market of Gambling.com Group?

Founded in 2006, the company initially focused on sports content for Asian soccer fans before rebranding and shifting to online casino content for Western Europe. Its expansion into the U.S. market after 2018, alongside acquisitions like RotoWire.com, broadened its customer base. In Q1 2025, the company reported record quarterly revenue of $40.6 million, a 39% year-over-year increase, and delivered over 138,000 new depositing customers (NDCs). This performance underscores the importance of understanding its customer base, which can be further analyzed through a Gambling.com Group Porter's Five Forces Analysis.

The primary customer segments for Gambling.com Group are twofold: online gambling operators who utilize its affiliate marketing services and, increasingly, direct consumers engaging with its informational websites and sports data platforms.

B2B: Online Gambling Operators

The business-to-business segment consists of online gambling operators seeking to acquire new players. Gambling.com Group acts as a performance marketing partner, connecting these operators with potential customers.

B2C: Direct Consumers

The business-to-consumer segment includes individuals interested in online casino gaming, sports betting, and fantasy sports. These users engage with the company's content for information and data.

B2C Demographics Overview

While specific demographic data for direct users isn't publicly detailed, the broader online gambling market typically attracts a diverse adult audience. There's a growing trend of tech-savvy, mobile-first users across various income brackets.

Revenue Drivers and Shifting Focus

The company's core revenue stems from affiliate marketing, with marketing services revenue growing 13% year-over-year to $30.7 million in Q1 2025. A significant growth area is sports data services, which saw revenue increase by 405% to $9.9 million in Q1 2025, largely due to a strategic acquisition.

Evolution of the Target Market

The company's target market has evolved, moving beyond traditional affiliate marketing to encompass direct consumer subscriptions for sports data. This shift is driven by strategic acquisitions and the expansion of regulated sports betting markets, particularly in the U.S.

• Marketing services revenue reached $30.7 million in Q1 2025.
• Over 138,000 new depositing customers were delivered in Q1 2025.
• Sports data services revenue grew to $9.9 million in Q1 2025.
• Recurring subscription revenue accounted for 24% of total Q1 2025 revenue.
• The acquisition of Odds Holdings significantly impacted the sports data segment.

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The core needs and preferences of Gambling.com Group's audience, both players and operators, center on reliable information, trust, and tangible value within the online gambling sphere. For consumers, this translates to easily finding regulated platforms, comparing attractive odds and bonuses, and accessing unbiased reviews to make informed choices.

Information Accessibility

Customers seek readily available, accurate information on regulated gambling sites. They want to compare odds, bonuses, and features to make the best decisions.

Trust and Regulation

A primary concern is identifying reputable operators within a crowded market. Customers prioritize platforms that are licensed and adhere to strict regulatory standards.

Entertainment and Potential Gain

Beyond practical needs, users are driven by the entertainment aspect of gambling and the potential for financial rewards. This psychological driver fuels engagement.

User Experience and Convenience

Ease of access, intuitive navigation, and seamless mobile compatibility are crucial. Customers expect a smooth and enjoyable experience across all devices.

Addressing Market Complexity

The company tackles the challenge of navigating diverse regulations and identifying trustworthy operators. Their portfolio of premier branded websites provides curated content.

Real-Time Data Demand

Market trends show a growing demand for real-time data, particularly odds. The integration of advanced technology addresses this need for both consumers and businesses.

Customer feedback and evolving market demands, such as the increasing need for real-time data and personalized experiences, have been instrumental in shaping the company's product development. For instance, the acquisition and integration of OddsJam's advanced technology in January 2025, capable of processing over one million requests per second, directly addresses the critical need for up-to-the-minute odds data for both individual players and enterprise clients. This commitment to tailoring offerings extends to marketing efforts, where the company utilizes data analytics and AI-driven strategies to deliver highly targeted promotions and content. This approach enhances personalization for specific player segments, ultimately boosting user engagement and aligning with the core Mission, Vision & Core Values of Gambling.com Group.

Key Customer Preferences

Understanding the Gambling.com Group customer profile reveals a need for curated, reliable information and a seamless user experience. The company's strategy focuses on meeting these demands to attract and retain its target market.

• Access to regulated and trustworthy online gambling sites.
• Comparison of competitive odds and bonus offers.
• Reliable reviews and guides for informed decision-making.
• Aspiration for entertainment and potential financial gain.
• Ease of access and mobile compatibility.

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Gambling.com Group has established a significant global footprint, with its primary operations centered in the United States and Ireland. The company also maintains offices in North Carolina, Florida, Malta, and Jersey, underscoring its international reach. It operates over 50 websites, available in more than 10 languages, and covers 19 national markets within the online gambling sector, encompassing both iGaming and sports betting.

North American Market Dominance

North America represents the company's strongest market, contributing the largest portion of its revenue. In Q1 2025, this region generated $21 million, marking a substantial 42% increase year-over-year. This growth highlights the success of its strategic expansion into the U.S. market following the repeal of PASPA in 2018.

UK and Ireland Performance

The UK and Ireland (UK&I) region also demonstrated strong performance, with revenue reaching $11.1 million in Q1 2025, an increase of 24% compared to the previous year. This consistent growth indicates a solid and expanding user base in these established markets.

European and Rest of World Growth

Other European markets experienced a significant revenue surge of 54% in Q1 2025, reaching $5.9 million. Revenue from the rest of the world saw the steepest year-over-year increase, climbing 63% to $2.6 million, showcasing the company's ability to capture new markets.

Strategic Acquisitions and Localization

The company's geographical expansion is further bolstered by strategic acquisitions, such as Odds Holdings, Inc. in January 2025, which enhanced its North American presence. Acquisitions of XLMedia's European and Canadian assets also played a key role. Gambling.com Group prioritizes localization, tailoring its websites with region-specific content, language, and regulatory compliance to resonate with diverse user interests and markets.

The company anticipates continued growth across all geographic regions in 2025, focusing on its performance marketing business. Potential upside is expected from new U.S. market launches, contingent on confirmed regulatory start dates, such as in Missouri. This strategic approach to market penetration and user engagement is central to understanding the Revenue Streams & Business Model of Gambling.com Group and its Gambling.com Group customer profile.

Key Geographic Focus

The primary operational focus is on the United States and Ireland, with a strategic expansion into multiple U.S. states post-PASPA. This dual focus allows for leveraging established markets while capitalizing on new opportunities.

Website Localization

The company operates over 50 websites in more than 10 languages, covering 19 national markets. This extensive localization strategy ensures content relevance and regulatory adherence for a diverse global audience.

Revenue Contribution by Region (Q1 2025)

North America led with $21 million in revenue (42% YoY increase), followed by the UK&I with $11.1 million (24% YoY increase). Other European markets contributed $5.9 million (54% YoY increase), and the rest of the world generated $2.6 million (63% YoY increase).

Growth Drivers

Growth is driven by strategic market entry, particularly in the U.S., and acquisitions that expand the company's reach. Anticipated new U.S. market launches are also expected to contribute to future gains.

Target Market for Gambling.com Group sports betting

The company targets individuals interested in online gambling and sports betting across various regulated markets. Its localized approach aims to attract a broad spectrum of users seeking information and access to these services.

Understanding Gambling.com Group's ideal customer

The ideal customer is likely an individual actively seeking information on online casinos and sports betting platforms. They value localized content, user reviews, and access to regulated markets, aligning with the Gambling.com Group demographics.

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Customer acquisition and retention for Gambling.com Group are driven by a strong performance marketing and content creation strategy. The company focuses on directing high-intent traffic to partner sites through its owned platforms, utilizing SEO, content marketing, digital advertising, and social media. This approach aims to attract and keep users engaged with the online gambling audience.

Performance Marketing & SEO Focus

The group excels at driving traffic through search engine optimization and content marketing. This strategy targets valuable keywords and creates lasting content to draw in organic visitors, a key component of the Gambling.com Group customer profile.

Digital Advertising & Social Engagement

Beyond organic methods, digital advertising, social media, and influencer marketing are employed. These channels aim to build genuine connections and leverage user-generated content to appeal to the online gambling audience.

Data-Driven Targeting & Personalization

Customer data and analytics are central to campaign targeting, with AI and machine learning enhancing personalization. This allows for more effective affiliate marketing campaigns, refining the Gambling.com Group demographics.

Strategic Acquisitions for Retention

The acquisition of Odds Holdings in January 2025 broadened service offerings with subscription products and enterprise clients. This diversification is a strategic move to improve customer retention and expand the Gambling.com Group target market.

The company's commitment to responsible gaming is also a growing element in its strategy, aiming to build trust and foster long-term customer loyalty. This focus on iGaming across markets has yielded strong results, with iGaming revenues increasing by 24% year-over-year in Q1 2025, indicating successful customer acquisition and retention efforts within the Gambling.com Group target market.

New Depositing Customers Growth

The company reported delivering over 138,000 new depositing customers in Q1 2025. This represents a significant 29% increase compared to the same period in 2024, highlighting effective customer acquisition strategies.

Acquisition Impact on Revenue

The acquisition of Odds Holdings is projected to contribute approximately $14.5 million in adjusted EBITDA for 2025. This demonstrates the financial impact of strategic acquisitions on the company's growth and revenue streams.

iGaming Revenue Surge

A strategic prioritization of iGaming has led to substantial growth. iGaming revenues saw a 24% year-over-year increase in Q1 2025, underscoring the effectiveness of this market focus.

Understanding the Audience

Understanding the Gambling.com Group's ideal customer involves recognizing their engagement with SEO-driven content and digital advertising. The company's efforts cater to individuals actively seeking online gambling information and opportunities.

Affiliate Marketing Sophistication

The company leverages advanced analytics, including AI and machine learning, for sophisticated affiliate marketing. This allows for precise targeting and personalization, crucial for reaching the right segments of the online gambling audience.

Customer Segmentation

Effective customer segmentation is key to tailoring marketing efforts. This includes understanding the demographics of players on Gambling.com Group platforms and the target market for Gambling.com Group casino reviews.

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