Every quarter, the OGQ analyses the marketing activities of B2B suppliers to the online gambling industry. We look at eight marketing channels: exhibitions/events, magazine ads, email newsletter banners, email newsletter headlines, online banners, online press coverage, LinkedIn, and SEO/GEO.

Across all analysed marketing channels, BetConstruct, Pragmatic Play, SOFTSWISS, and Evolution take the lead.

Key insights of B2B benchmarking in 2026 Q3

Biggest movers up – Merkur made the largest gain in the rankings compared with last quarter.

Exhibitions/events – Analysed events in 2026 Q3 include, for example, SBC Lisbon 2026, iGB Live 2026, SiGMA North America 2026, G2E Las Vegas 2026. EGT Digital, BetConstruct, and Soft2Bet had the biggest stands across all analysed shows (weighted analysis).

Magazine ads – BetConstruct, Betby, and Soft2Bet led the magazine advertising in key B2B/industry magazines.

Social / LinkedIn – In the past three months, the LinkedIn pages of BetConstruct and Sportradar had the highest engagement. Optimove and SOFTSWISS had the highest number of paid ads/posts in the quarter.

Online press coverage – Evolution, Merkur, and Playtech had the highest press coverage (headlines).

Online banners – For Play’n GO, Pragmatic Play, and Fast Track, we counted the most online banners on key industry trade websites.

Email newsletter banners – 1xBet, Playtech, and iGP had the highest number of email banners in industry trade newsletters.

Email newsletter headlines – Evolution, SOFTSWISS, and Playtech had the highest number of email headlines in analysed newsletters.

SEO/GEO – SOFTSWISS and BetConstruct led the ranking across all analysed markets and verticals.

Find more content in our data section.