Search traffic in iGaming generates the highest profit. That’s why brands are lining up to grab their share of SEO traffic in tier 1-3 GEOs. However, where can you find iGaming SEO success in 2025? The top experts from the SEO world believe that this is time for Africa.
In this interview with Andrii Palyvoda, Already Media’s Project Development Director, we will deeply dive into 2025 SEO trends and aspects of working with African countries.
What is the role of a Project Development Director in a company that drives SEO traffic?
The role involves making sure that traffic keeps coming in. With that in mind, I have two stories that overlap, not run separately, as they often intersect.
On the one hand, it’s about building another team (we already have numerous, of course) that will focus on Africa and look for and analyze new projects and products for possible collaboration in some form.
What does the concept of “team” mean to you?
The team is about trust and unconditional respect. The team is the part of you that you “enter” to achieve outstanding results.
Already Media’s primary focus is Asia, Africa, and Latin America. Do you handle all regions or focus on specific ones?
My focus is on Africa, but I’m not limited to this region. If an interesting project comes up, my priority is the project’s potential, not just the GEO.
So, if we’re talking about new projects, then yes, it’s most likely Africa. But if there’s an interesting partner or potential acquisition, the only limit is the project’s potential, not the region.
Is cheap traffic from tier-3 GEOs a myth or reality?
It’s a reality for sure. Just compare CPA in the US/Europe to Africa—the difference can reach up to 10 times. However, it all comes down to the goals and perspective on the future of the market.
What sets working with African GEOs apart? How do strategies and key audience retention metrics differ?
If we’re talking about business strategies, do they differ? No, because the company has a unified approach, one CEO, and no other processes involved.
The company has a goal, a strategy or path to achieve that goal, a notional roadmap, and the metrics we expect to hit. The rest is just a matter of comparing the plan with the results, adjusting, and making decisions.
As far as the audience is concerned, we were talking about solvency, which affects ARPU and, in turn, impacts LTV—this is vital to consider. In some segments, the average number of accounts per player is higher than in Europe, which also affects RR and, consequently, LTV.
This is about how technical solutions enter the market, shaping the look and tech component of projects. It’s a broader trend of digital socialization, which also requires consideration in the acquisition strategy.
Does search engine optimization for Africa differ from working with other regions?
Kind of, but not really. Nothing groundbreaking has been introduced in this region that SEO specialists haven’t already heard of or dealt with (ranking factors, types of sites, links, and so on).
Of course, you still need to analyze TOP SERP positions to see what they’ve done to rank high. There are clusters, basically, with no outreach at scale, and those where newly registered domains with minimal boosts are popping up. Then, of course, clusters where the formula is “classic”: long & expensive & tons of work.
So, to keep it short, yeah, it’s different (especially since I’ve worked with the US before). However, the main distinction is the type of sites ranking top and the features that pushed them to the top positions.
What languages do you use the most for Africa?
Basically, It’s pretty standard: English, French, Swahili. The plan is to cover more than 10 local languages.
Did you track any major changes in the iGaming market in 2024? What are your predictions for iGaming SEO 2025?
The changes are constant as the market is always changing and keeps growing.
It’s interesting to see how AI is making its way into new areas, like creating dealers and impacting live games (not just data analysis). And when it comes to VR/AR—although it’s still pretty expensive for most people, as it gets cheaper, it could really change the game.
As expected, the industry is getting more regulated. Some countries have introduced licensing, and others are tightening it significantly, which has led to a rise in demand for the offshore segment.
The most important thing is that the share of mobile users is growing, and the industry is steadily shifting towards mobile. Personally, I still know many operators that get more than half of their revenue from desktop users. New markets, technologies, and, most importantly, younger populations will drive a “rethinking” and radically new strategies.
I think iGaming 2025 could be exciting, as AI development’s pace is impressive. It’s reshaping reality, and if it’s “properly mixed” with the human craving for dopamine… it could create an explosive mix. The pace of legalization and regulation in leading countries, both for the iGaming niche and cryptocurrencies, could also result in a major market shift between players.
And the ongoing expansion of mobile technologies, turning our phones into supercomputers, is making iGaming and Crypto far more accessible to a huge number of new potential users.
It feels like we’re on the brink of significant changes. It’s not just about speed and progress, but a complete shift of mindset, and that’s what’s fascinating.
Conclusion
As we see, Africa will be a key market for SEO in 2025. As we see, Africa will be a key market for SEO in 2025. According to Andrii Palyvoda, the region presents significant opportunities, especially with its growing mobile user base and evolving digital landscape. Already Media is actively moving in this direction, focusing on building a presence in Africa and exploring new project opportunities. The company recognizes the immense potential and is preparing for the changes ahead.
