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Mattias Bergehed | LeoVegas | Fuelling M&A with search data in iGaming | Elevate Brighton


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The iGaming industry has seen huge growth over the last five years, as market regulations drive players online.

Using share of voice data as customer insight, LeoVegas have successfully entered new markets and devised an astute M&A strategy.

Mattias tells us how LeoVegas elevated their search strategy in eight fast-moving markets, across 1,200 different products.

Published in: Marketing
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Mattias Bergehed | LeoVegas | Fuelling M&A with search data in iGaming | Elevate Brighton

  1. 1. FUELLING M&A WITH SEARCH DATA IN IGAMING Mattias Bergehed – Head of SEO
  2. 2. Agenda 2 • Why This Topic • Review Of Process • Key Metrics & KPIs • Key Findings & Synergies • Results of UK Acquisition & Organic Performance /games/
  3. 3. Introduction 3
  4. 4. SEO can never be a An After-Thought 4 Why This Topic? Search Intelligence Data Should Support And Be Shared with the whole Group Creates Great Synergies and Increases Awareness between various departments and stakeholders The importance of Finding Scalable And Sustainable Methods for growing organically Decisions needs be Based on Data & ROI, has to be presented in way that is understandable (Board, Investors etc)
  5. 5. 5 Don’t Forget Single Page Application built in JS Didn’t attribute Organic customers No Data in GA or GSC How To Prioritize Over 15 000 Landing Pages?
  6. 6. 6 Review Of Process Google Search Console Investigate Manually BI & Data Department Broad + Longtails Segmentation Sustainable keywords? Google Desktop Google Mobile Top 100 Serp Result (top 30) Trends & Forecasts DA (Referrals) Technical SEO
  7. 7. Future Opportunity Technical SEO (fetch time + crawl, content) Search Volume 7 Key Metrics – Markets & Properties Domain Authority Organic Score Value
  8. 8. 8 Market Landscape Casino – UK (Overview)
  9. 9. 9 Key Terms Slots – Segmentation
  10. 10. 10 Sustainable vs ? (Keywords)
  11. 11. 11 Sustainable keywords - Expected Growth Volume
  12. 12. 12 Sustainable keywords - Future Opportunity
  13. 13. 13 Top performing sites across the Slot category
  14. 14. 14 Creating Synergies and Valuable Insights Better understanding of our competitors On Page SEO (Content & Technical performance) Referral links - Inspiration Synergies with other departments
  15. 15. 15 Holding Company Performance and Asset Coverage
  16. 16. 16 DA Overview Average DA - 52 Max - 72 Min - 22
  17. 17. 17 Summary of Market Search terms related to casino games has seen an growth of over 200% last years Same terms has an expected growth of over 250% in 2019 The “Big Boys” seems to be focusing on Sportsbook and are lacking On Page RocketX has several properties performing well, but are lacking DA, Acquiring their properties will increase our SoV to over 18% for casino game related keywords
  18. 18. 18 • LeoVegas acquires the assets of RocketX, including top brands such as, Slotsboss, BetUK and UK Casino for a total purchase price of 65 million GBP (EUR 73,5million) Rocket X + Leo = True, January 11th 2018 Revenue increased with 76% to 164m€ 1Jan -30 June 2018
  19. 19. 19 Performance /games/ Making the right prioritizations based on data, means that the most valuable /games/ has got our love and attention Trends and rankings are going on the right directions
  20. 20. 20 Svanströms EL – Still Kicking Ass!
  21. 21. THANK YOU