We look at eight marketing channels: Email newsletter banners, Email newsletter headlines, online banners, magazine ads, online press coverage, LinkedIn, SEO, and exhibitions/events. Across all analysed marketing channels, Evolution, BetConstruct, Betby, and Sportradar take the lead.

Key insights of B2B benchmarking in 2025 Q4

  • Evolution dominates – Same as in the last quarter, Evolution dominates the overall ranking, while having no stand at any event in 2025 Q4. It seems that Evolution is saving a lot of money by skipping most expos and using it for other channels.
  • Betby now top 3 – Betby seems very present, and this shows for the first time in our overall ranking. Betby reached rank 3 after Evolution and BetConstruct, mainly driven by press coverage and magazine ads.
  • Overview – Across all analysed marketing channels, Evolution, BetConstruct, Betby, and Sportradar took the lead.
  • Exhibitions / events – Analysed events in 2025 Q4: SiGMA Rome 2025, G2E 2025, SiGMA South Asia 2025 – BetConstruct, Light & Wonder, and Spribe had the biggest stands across all analysed shows.
  • Magazine ads – Betby, Novomatic, and Sportradar led the magazine advertising in key B2B/industry magazines.
  • Online press coverage – Elantil, Kambi, Evolution, and Betby had the highest press coverage (headlines).
  • Online banners – For Evolution, Playson, and Pragmatic Play we counted the most online banners on key industry trade websites.
  • Email newsletter banners – Playtech, Evolution, and 1xBet had the highest number of email banners in industry trade newsletters.
  • Email newsletter headlines – Kambi, Play’n GO, Evolution, and Betby had the highest number of email headlines in analysed newsletters.
  • SEO – SOFTSWISS and Altenar led the ranking across all analysed markets and verticals.
  • Social / LinkedIn – In the past three months, the LinkedIn pages of Alea and Relax Gaming had the highest number of organic posts. SOFTSWISS, Optimove, and Digitain had the highest number of paid ads/posts in the quarter.

Find more content in our data section.