In November 2024, the iGamingTextLab team attended SiGMA Malta, joining professionals from across the casino, betting, and affiliate sectors to exchange ideas, reconnect with partners, and explore where iGaming content is heading.

The conversations at the event reflected several trends and challenges that continue to shape content strategy across markets:

Hiring Challenges in Key GEOs

The demand for high-quality content remains strong, but maintaining consistency is a challenge for many operators, especially in emerging markets. In regions like South Africa or Ghana, for example, finding experienced writers who understand both iGaming and the local context can be difficult.

Some teams are forced to rely on individual authors without editorial support, which often leads to delays, quality issues, or costly mistakes in localized offers.

The Rise of Bite-Size and Caring Content

While short-form formats have long been dominant in social media, their influence is now clearly visible in SEO-driven content as well. Readability, clarity, and structure are top priorities.

At the same time, we observed growing interest in what many referred to as β€œcaring content”—a tone that avoids pressure and prioritizes clarity, respect, and trust. This shift reflects a broader industry trend toward more user-focused content practices.

Social Media Becomes Strategic

Another recurring theme was the growing role of content for platforms like Telegram, particularly in response to the rising popularity of Telegram casinos. Players increasingly expect to receive updates, offers, and support through these channels.

For content teams, this means adapting to a faster, more informal format:

  • Short, actionable posts
  • Lightweight tone
  • Gamified elements to encourage engagement

From SEO to social, from editorial structure to tone of voice, the key message from Malta is clear: content expectations are shifting, and successful teams are adapting by building workflows that combine quality, speed, and local relevance.

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