iGaming Marketers Flag AI Homogenization Risk
Senior B2B marketing figures across the iGaming supply chain have identified the loss of brand personality to AI-generated content, and an over-reliance on vanity metrics, as among the biggest threats facing the sector's marketing practices.
The comments came as part of SBC News' ongoing Marketing Leaders series, which brought together Martin Hodges (Co-Founder and CMO, BetComply), Robin Becker (Director of B2B Marketing, Hub88), Michael Baker-Mosley (Founder, Triumph B2B), Seda Baburyan (Marketing and Partnership Manager, PartnerMatrix), Dorota Gruszka (Head of Marketing, Booming Games) and Pierre Pulis (Marketing Director, BETBY) to discuss where B2B marketing is headed.
The panel's comments come as B2B iGaming marketing budgets face growing scrutiny from leadership teams asking for clearer attribution between marketing spend and commercial outcomes, a theme that has run through earlier instalments of SBC News' Marketing Leaders series this year.
A Warning For Marketers
Hodges said AI itself is not the core threat if used properly, describing it as a tool that frees up time for strategic thinking.
"The real threat is when everyone starts using it to say the same thing," he said. "If every company is producing polished but generic content, brands lose their personality. That's when marketing becomes forgettable."
He also warned against marketers chasing impressions and clicks over relationships, arguing that in B2B iGaming "most business still comes from trust, reputation and conversations," and that he would rather spark five genuine discussions than reach 50,000 people who never convert into clients.
The Wider Discussion
The wider discussion, spanning affiliate, platform, compliance and content-side perspectives, reflects a sector grappling with fast-moving regulatory change and new technology at the same time as trying to differentiate supplier and platform brands in an increasingly crowded B2B marketplace.
Several contributors pointed to the same underlying tension: tools that make content production faster and cheaper also make it easier for competitors to look and sound alike, putting a premium on genuinely distinctive positioning and long-term relationship building over short-term reach.
The panel's comments come as B2B iGaming marketing budgets face growing scrutiny from leadership teams asking for clearer attribution between marketing spend and commercial outcomes, a theme that has run through earlier instalments of SBC News' Marketing Leaders series this year.
Casino Games Hub
Adapting To Changes
Seda Baburyan, Marketing and Partnership Manager at PartnerMatrix, pointed to a different structural threat: an industry that shifts strategy several times a year, resetting the clock on proving marketing return on investment (MROI) each time.
"Just as a campaign starts showing measurable return, the market changes and the strategy has to adapt again, which makes it hard to keep MROI stable over any real stretch," she said, warning that brands, including online casino operators, often mislabel spend as "awareness" simply because it cannot be tied to a clear commercial number - making it the easiest budget line to cut when scrutiny increases.
Other panellists in the series warned against pulling back marketing spend altogether during periods of financial pressure, arguing that in a crowded B2B iGaming market, reduced visibility creates an opening for better-funded competitors to take mindshare, even if it does not show up in short-term lead numbers.
