EMERGING MARKETS
The key thing to note is that as regulated betting becomes normalised , the nature ( and value ) of searches changes , so the ability to pivot is key .
In this article , we ’ ll look at some of the observations we ’ ve made in the US states , Philippines , India and Brazil .
A moveable feast
What bettors search for in the early stages of regulation often results in two types of query : 1 . Searches from bettors who have had exposure to black and grey markets and who might be more informed about online betting than others
2 . Searches from those new to online betting and who might have more fundamental questions around how things work , safety , deposits and payouts and so on
In the early days of regulation in New Jersey , we saw informational queries like ‘ how to bet ’ regularly appear in the search landscape :
Query
How to bet on sports
Is sports betting legal in New Jersey
How to bet online
Is online betting illegal
How do betting odds work
Monthly search volume ( 2018 )
Fig 1 . New Jersey informational queries
Monthly search volume ( 2024 )
590 260
1,000 590
960 260
10 70
4,900 2,900
Whereas now , mature states see volume from transactional-intent queries relating to specific aspects of betting , including bonuses :
Query
Best signup bonus sports betting
Fig 2 . New Jersey transactional-intent queries
It ’ s important to look beyond the ‘ buzz ’ countries – particularly for smaller affiliates , startups and newer operators .
Prioritising markets where the overall size of the prize may be smaller but where you may have advantages over the competition is key . Real profit beats potential profit every time .
Looking east
Monthly search volume ( 2018 )
Investing in understanding audiences in less crowded markets could be a better use of time and cash than battling it out in markets dominated by well-funded behemoths who are over-investing .
With that in mind , in the Asia- Pacific region , the online gaming industry is growing rapidly and running into the billions with
Monthly search volume ( 2024 )
10 880
Bonus bets 1,900 590
What does spread mean in betting
280 5,400
Best bets today 1,600 33,100
Bet online 0 60,500
countries like the Philippines and India coming into increasing focus .
While we can ’ t ignore that China still accounts for a huge proportion of online betting despite having unambiguous laws against online gaming , other markets may be more immediately interesting for brands keen to ride the wave of regulation .
While
China still accounts for a huge proportion of online betting other markets may be more immediately interesting for brands keen to ride the wave of regulation
The Philippines has successfully accelerated the legalisation of online gaming since 2016 under the jurisdiction of the Philippine Amusement and Gaming Corporation ( PAGCOR ) and the Cagayan Economic Zone Authority ( CEZA ) meaning investigating local trends could reap rewards .
In English alone , some key terms that are being searched for include :
Query
Online sports betting
Monthly search volume ( 2024 )
2,900
Online casino 74,000
Legit online casinos
9,900
Online gambling 1,900
Lotto online
4,400
Fig 3 . Philippines English queries
In India , while gambling laws vary by state there seems to be some positive movement around more consistent rules , including updates
46 • iGBAFFILIATE . COM