Gambling Market Regulation, Casino Promotion, and Customer Acquisition: First Georgia iGaming Affiliate Conference

Publication date: 06 nov 2019

Gambling Market Regulation, Casino Promotion, and Customer Acquisition: First Georgia iGaming Affiliate Conference

On October 18, Smile-Expo held the first Georgia iGaming Affiliate Conference in Tbilisi. The event was dedicated to the development of the online and offline gambling industry as well as the application of affiliate marketing in iGaming. Besides, experts analyzed the structure of the Georgian gambling market.

The conference brought together leading gambling industry representatives: casino managers, affiliate network representatives, government officials, webmasters, arbitrage experts, marketers, SEO specialists, taxation professionals, and many others.

What did speakers talk about?

The conference was opened by Alex Sudadze, founder of Bitcoin Embassy Georgia. He revealed the specific nature of blockchain and bitcoin. A separate part of his presentation was dedicated to the application of the first digital currency in the gambling business.

Sviatoslav Slaboshpitskiy, Head of SEO at Digital Choo, made a presentation on SEO tools in iGaming. According to him, the development of niche online resources can help to gain efficient results. He recommends monitoring the outcome of your operations and developing platforms with the highest performance. The speaker also gave tips on SEO team building. He believes that content creation should be entrusted to single-discipline specialists. By the way, he advised designing tutorials for newcomers.

Dmitriy Makarov, CEO at Zlodei Advertising Agency, and Gleb Sanzharevsky, Chief Marketing Officer at Zlodei, talked about the brand promotion on such platforms as YouTube and Twitch. Speakers ensure that advertising via influencers produces a better effect than direct promotion. Besides, they stress that user stories and memes improve ad quality.

Nikola Minkov, CEO at Serpact, focused on snippets. The expert emphasized three types of Featured Snippets: a table, a list, and a paragraph. A zero block in the search results is an efficient and free way to attract users to the online resource.

Ketevan Bitskinashvili, a representative of the Ministry of Finance of Georgia, told the audience about the regulation of the Georgian gambling market. Reportedly, the cost of gambling permissions and tax rates vary based on a range of factors, including a venue type and its location. Casinos featuring hotels with 80+ rooms have the right to tax concessions.

Ms. Ketevan stated that the Georgian Revenue Service had already issued 214 gambling licenses. 20 land-based casinos are operating in the country now.

Giorgi Gvenetadze from Adjarabet analyzed online casino customer acquisition. He explains that the core feature of ads used by Georgian casinos is the placement of luxury cars on banners. Moreover, Giorgi mentioned the advantages of the local gambling market.

What was discussed at the panel discussion?

The event featured a panel discussion comparing characteristics of online and offline casino operations as well as their customer engagement methods.

The discussion involved Shota Amiranashvili, Casino Manager at Peace Casino, Levan Kavtaradze, a representative of Pokermatch, and Giorgi Gvenetadze from Adjarabet. Lavrentiy Gubin from Shangri La Casino was an invited guest.

According to experts, land-based casinos will never totally shift to the online space. This is because virtual gambling platforms fail to provide clients with the same vivid impressions of visiting conventional venues.

By the way, participants examined the most in-demand kinds of gambling entertainments, highlighting roulette as one of the most popular user-friendly games as of today. At the same time, we can see a decreasing number of poker lovers. Speaking about gambling industry trends, experts noted casinos accepting cryptocurrencies.

One more issue considered within the discussion was the regulation of gambling businesses. Experts think that states failing to regulate the gambling market deprive their budgets of additional revenues and encourage corruption with the shadow economy.


Participants and guests kept discussing business matters at the afterparty. They enjoyed live music, Georgian sweets, and beverages. The party created all the necessary conditions for establishing useful business contacts.

We express our gratitude to the Afterparty Sponsor, NOFLEAD gambling resource, helping to carry out the afterparty in an extremely comfortable environment.

Exhibition area, sponsors, and participants

The event arranged an exhibition area with stands by companies offering various iGaming solutions. Conference sponsors were exhibitors as well.

Exhibition Area Sponsor was SoftGamings, a provider of advanced online casino solutions. Its range of products consists of 3000+ games, betting software, turnkey gambling platforms, White Label Internet casinos, etc.

Badge and Bag Sponsor was Digital Choo marketing agency. The company has launched successful advertising campaigns for Parimatch, PokerMatch, and so on.

Afterparty Sponsor was NOFLEAD. The platform offers a wide list of games of chance: sports betting, poker, video slots, table games, keno, etc.

Lanyard Sponsor was ZLODEI advertising agency. Its main area of expertise is the integration of advertising into streaming and blogging content.

One more exhibitor was IBCCS TAX, an international company providing advice on business operations and growth.

The conference also engaged, an affiliate network uniting affiliate programs of operators working with digital money.

We express our gratitude to speakers, sponsors, and exhibitors for participation in the event. We look forward to seeing you at our next events dedicated to gambling and affiliate marketing.

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