Exploiting Google iGaming Advertising: Uncovering the Wealth for Those Manipulating the Algorithm
Digital Pow-wow 2025: Google's March Update Lays Waste to iGaming Affiliate Landscape
The Google Core Update of March 2025 hit like a digital freight train, decimating affiliate advertising tactics in the iGaming sector. Within days, up to 90% of paid traffic vanished, leaving affiliates and operators in a panic. For many, this wasn't just a routine update - it was a complete annihilation of an existing advertising structure.
SiGMA News secured exclusive insights from Belg Lazarov, founder of BELG GROUP, a performance marketing and affiliate consultancy specializing in the iGaming sector.
"We're dealing with up to 90% of affiliate traffic vanishing," Lazarov said. "Even established and licensed operators couldn't get ads approved. This update was the most devastating change ever seen in iGaming performance marketing."
Trust needs Technicals
The rules of trust have drastically changed. A polished appearance and compliant content are no longer enough. Today, a site's technical structure determines whether Google will allow ads to display. According to Lazarov, the algorithm now assesses a site's credibility based on its underlying technical structure rather than its user interface.
"If you launch a simple HTML site today, it's practically a goner," he warned. "It's a matter of complying with a series of invisible and constantly evolving expectations from Google's machine learning systems."
Google even classified fully licensed landing pages as "compromised sites," without offering appeal options or answers to support calls.
"It took a massive effort," Lazarov explained. "We scurried to test, burn our budget, and delve into the heart of Google's new trust systems for nearly two weeks."
Crickets from Regulators
Those seeking help from sector regulators or industry bodies will have to be patient.
"I'm sorry to say, but there's no assistance from these entities," Lazarov said. "It's not their responsibility - and it couldn't be."
He attributed the problem to the platform's logic rather than policy infractions. The crackdown isn't specifically targeted at the gaming sector, but a response to recurring affiliate infractions and the surge in AI-powered monitoring systems.
"It's all interconnected," he concluded. "Due to the large number of affiliate infractions, we're witnessing a barrage of stricter updates, conducting detailed technical checks on fresh content, to combat automated, AI-powered monitoring systems."
Staring Down Opportunity
With the space virtually empty, competition has plummeted. "In about 90% of countries, there's practically no competition," Lazarov said. This has sparked a clamor for traffic, leading to a high-demand situation.
"The volume of traffic requests from advertisers has quadrupled," he revealed. "Advertisers who previously shied away from certain regions are now actively purchasing traffic with minimal hesitation."
Those who survived the clean-up aren't just hanging on - they're thriving. "Those who understand the path are making ten times more than they were a few months ago," Lazarov revealed.
The relationship between affiliates and operators has forever changed. Global brands, once in control, now find themselves having to adapt.
"Major brands that refused to sell traffic at market prices due to their strong media presence are now willing to negotiate," he specified.
From Performance Marketing to Crisis Management
Confronted by a flood of queries from partners in the new compliance climate, BELG GROUP has established an exclusive technical support department.
"This isn't just about performance marketing," Lazarov said. "It's crisis management. We're helping teams restructure their infrastructure, decipher the new Google confidence signals, and keep operations running. Right now, it's about survival, a blend of consulting and rescue mission."
Survival Not Guaranteed
Advertising demand has plummeted in significant regions - a clear indication that the ecosystem is still far from stable. Keywords that once had 30 ads now barely display one. Smaller teams with limited budgets are closing up shop quickly.
"In the short term, the situation will remain challenging," Lazarov cautioned. "Smaller teams are likely to vacate the market, and medium-sized players are on the brink due to failed tests and depleted budgets."
But who will endure? The strong will rise from the ashes.
"We're witnessing a sort of digital natural selection," Lazarov declared. "Those who can adapt quickly, invest in quality, and navigate complexity will prevail. For others, the recovery will be long and arduous."
The Future Awaits
As Google shows no signs of backing down, many affiliates are transitioning to alternative channels.
"I know several teams in the market that are shifting to other traffic sources, like SEO, ASO, In-App, because they can't cope with the pressure from Google," said Lazarov.
At BELG GROUP, the focus is on long-term campaigns in regulated markets.
"Our goal moving forward is to scale in large, regulated markets where the average lifespan of an ad campaign stretches beyond weeks and months - into years."
He concludes with a warning: "These changes are here to stay. Google has fundamentally redefined trust, and that redefinition is already written in stone. It's not a bug. It's the new standard."
But for those still striving, opportunity persists.
"The good news is that there's a way out - but it demands technical prowess, patience, and ingenuity. Those who can ride out the storm will reemerge stronger than ever."
Manila calls - and the entire industry is answering. Join over 20,000 participants and 350 speakers in Manila, the largest iGaming event in Asia, from June 1 to 4, 2025 at SiGMA Asia.
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- Within the iGaming sector, the rules of trust have drastically changed due to a redefinition of credibility based on a site's technical structure rather than its user interface, as suggested by Belg Lazarov.
- The Google Core Update of March 2025 led to a likely vacating of the market by smaller teams with limited budgets, according to Lazarov, as advertising demand has plummeted in significant regions and the ecosystem is still far from stable.
- Due to the crackdown on affiliate infractions and the surge in AI-powered monitoring systems, the iGaming landscape is witnessing a barrage of stricter updates, conducting detailed technical checks on fresh content, as Lazarov concluded.
- For those who can adapt quickly, invest in quality, and navigate complexity, there is a way out and the opportunity for a stronger, more productive organization in the redefined iGaming market, as Lazarov declared.
