How PR Boosts Conversion in iGaming: The RockApp Experience
Media Strategy Instead of Pixel Hunting
With third-party cookies disappearing and tracking becoming less effective, iGaming marketers are looking for new ways to grow. The focus is now on PR, brand awareness, and sports sponsorships.
According to RockApp, brands that use media strategies see a 30% increase in conversion and retain users better than competitors.
Study: PR vs. Pure Performance
RockApp conducted an A/B test with two iGaming brands entering the same market. All parameters—from budgets to creatives—were identical. The only difference:
- Brand A ran a PR campaign, participated in local sports events, and was featured in the media.
- Brand B relied solely on performance marketing without public exposure.
Results:
| Metric | Brand A (with PR) | Brand B (no PR) |
|---|---|---|
| Conversion reg2dep | 48% | 26% |
| Growth in branded searches | Yes | No |
| Sustained effect post-campaign | Present | Absent |
Why PR Works
- Trust. Users are more likely to convert when they see the brand in the media or associate it with a well-known football club.
- Awareness. In an environment with limited tracking, the user journey starts with brand recognition.
- Acquisition Cost. PR reduces the cost per registration by increasing organic traffic.
- Lasting Effect. Even after the campaign ends, traffic and branded searches remain high.
PR as a Performance Tool
PR is no longer just the “cover” of a campaign — it’s a core part of it. When user behavior tracking is fragmented, every early brand touchpoint becomes a step toward conversion. This is confirmed by both RockApp’s practice and industry research.
What Marketers Should Do
- Plan PR and media together with performance. It’s not “after” — it’s “before.”
- Invest in awareness. Sports sponsorships, media presence, thought leadership — it works.
- Don’t be afraid to invest in the top of the funnel. No trust means no clicks.