In this provided feature, FAMACS Agency outlines its approach to iGaming marketing and the strategies behind its expansion from Italy into more than 20 international markets.
In an increasingly competitive and global iGaming market, operators and affiliates need more than visibility: they need to attract qualified users, strengthen their brands and compete across search engines, AI platforms and social channels.
This is the approach developed by FAMACS Agency, an Italian digital agency specialising in gambling and iGaming that has expanded its operations across more than 20 countries since 2020.
FAMACS helps international operators and affiliates increase organic traffic, acquire new users, strengthen brand recognition and grow online communities. To achieve these objectives, the agency combines SEO, Link Building, Digital PR, content marketing and performance marketing within integrated strategies.
FAMACS can also rely on a network of more than 30,000 partner websites across international markets.
The agency’s growth has been recognised by the industry. In 2025, FAMACS was nominated for the EGR Awards in the Rising Star category and reached the finals of the Italian Gaming Awards for Best Marketing Campaign. In 2026, it returned as a finalist at the Italian Gaming Awards in the Emerging Excellence Award category and was nominated at the EGR B2B Awards as Marketing Services Supplier.
Diretta.it: +375% organic traffic in 12 months
One of the clearest examples of FAMACS’ results-driven approach is the work carried out for Diretta.it, one of Italy’s leading SEO affiliates.
Within twelve months, the website recorded a 375% increase in organic traffic and a 250% increase in monthly active users, while reaching 2,500 referring domains.
The project combined technical analysis, strategic planning, content development, authority building and continuous optimisation, with the aim of turning SEO into a sustainable acquisition channel rather than simply improving individual keyword rankings.
From AdmiralBet to Betway: helping iGaming brands grow
FAMACS has worked with operators including NetBet, Sisal, Betway, MarathonBet and Greentube, as well as affiliate companies such as Oddschecker, Better Collective, Kafe Rocks and iGamingNuts.
The agency adapts its work to different business objectives: increasing qualified traffic, improving product visibility, strengthening authority in competitive SERPs and supporting new registrations.
Long-term partnerships with AdmiralBet, StarVegas and Betway have played an important role in developing this approach.
With AdmiralBet and StarVegas, FAMACS has worked on SEO and content strategies designed to improve organic visibility and acquisition, including the production and optimisation of slot game product descriptions.
The collaboration with Betway also involved FAMACS Studios, the agency’s creative business unit, with video production, social media coverage and activations linked to Betway Scores and initiatives such as the Pitch Experience.
A similar approach was applied to Stake Casino, bringing FAMACS trackside at the 2025 Formula 1 Italian Grand Prix in Monza alongside the Stake F1 Team Kick Sauber.
Performance Marketing for tipsters and betting communities
FAMACS has also expanded its activities into the tipster market, helping personalities with established audiences acquire new subscribers and grow their communities.
The agency develops dedicated performance campaigns and manages the infrastructure behind them, including Business Manager configuration, advertising accounts, campaign monitoring and optimisation.
This allows FAMACS to work across different segments of the iGaming ecosystem, from major operators to professionals whose business is built around their audience.
From SEO to AI-driven search
The way users discover brands is changing. Alongside traditional search engines, generative AI and answer engines are creating new opportunities for visibility.
For this reason, FAMACS is expanding its expertise into GEO, AEO and optimisation for AI-driven search environments, while continuing to monitor the regulatory, technological and competitive differences between individual markets.
The objective remains the same: helping clients become more visible when users search for information, compare brands or discover products.
The FAMACS method: data and storytelling
At the heart of the FAMACS Agency approach is the combination of technical analysis and storytelling.
Data is used to identify opportunities and measure results, while creativity turns those insights into content, campaigns and experiences capable of attracting users.
SEO, Digital PR, Performance Marketing, content and social media therefore become different tools serving the same business objectives.
This combination of technical expertise, creative capabilities and direct knowledge of the gambling industry is the foundation on which FAMACS is continuing its international expansion, bringing expertise developed in Italy to the global iGaming market.
NYCE perspective: assessing an iGaming growth partner
Headline traffic gains are only one part of agency selection. Operators and affiliates should also ask how technical SEO, content, authority building and paid activity connect to registrations or other commercial outcomes, and which results can be reproduced across regulated markets.
The problem is closely related to why B2B iGaming products struggle to get discovered: a strong offer needs both findability and a clear path from attention to evaluation.
Explore suppliers and solutions in the NYCE Product Marketplace, or contact NYCE to discuss a commercial introduction.
Originally published in the NYCE Marketplace section on Yogonet on August 11, 2026.