#41: They’ll Never Love Your iGaming Brand

If I had a dollar for every time I heard a CMO rave about “Brand Love,” I’d have enough to place a pretty hefty wager at any of the industry’s top operators.

The promise is intoxicating: foster a deep emotional bond with customers, and watch loyalty—and profits—skyrocket. It might work for Apple or Nike.

But in iGaming? It’s a risky detour that can lead you astray.

In today’s piece, I’ll explain why Brand Love is a mirage in iGaming—and what you should prioritise instead.

Buckle up. This isn’t your typical Valentine's tale of romance; it’s about reality.

The Measurement Mirage

First, let’s address the obvious question: how do you even measure Brand Love in iGaming? 

It’s like using a yardstick to quantify euphoria—completely impractical. Our sector is rife with unique dynamics: a player might wax poetic about your sportsbook after a big win, then turn venomous following a losing streak. This seesaw of sentiment isn’t just anecdotal, either.

Take Net Promoter Score (NPS). In most industries, NPS is a decent gauge of loyalty. In gambling, though, the average hovers at a jaw-dropping -27.7—among the lowest scores you’ll find anywhere. Even the top operators rarely edge into positive territory.

Yet that doesn’t stop them from enjoying healthy revenues. Bet365, for instance, doesn’t dominate through warm fuzzies; it dominates through competitive odds, trust, and a rock-solid platform.

The measurement conundrum deepens when you consider player behaviour: a typical UK gambler keeps three accounts, and nearly 20% of younger players juggle five or more. That’s not disloyalty—just smart shopping. 

So, what’s worth tracking instead?

Retention rates, active player days, lifetime value. Those metrics cut through the “love” smokescreen and show whether you’re delivering genuine value. Because in iGaming, consistency and trust beat vague emotional attachment every time.

The Financial Fallacy

Let’s talk about money, because ultimately that’s what matters. There’s this persistent belief that if players “love” your brand, the profits will follow. But in iGaming, the reality is far more practical.

Ask any serious bettor what really keeps them around: competitive odds, intuitive interfaces, quick loading times, and fast payouts. In fact, 58% of players cite reliable payments as a top loyalty factor, while 63% value speed and performance over anything else. That’s not “love”—it’s tangible value.

Look at Barstool Sports. The Barstool Sportsbook launched with a rabid fan base from its media brand, yet only captured about 4% of U.S. market gross gaming revenue before rebranding. If Brand Love alone sealed the deal, Barstool should’ve dominated. But players vote with their wallets, not their hearts.

So if you want to boost the bottom line, invest in what reliably moves the needle: better odds, frictionless onboarding, and robust retention tactics that keep players active longer. And yes, strong branding matters—it builds trust, lowers acquisition costs, and differentiates you in a crowded marketplace. But that’s not the same as eliciting goosebumps and wedding-proposal-level devotion from your audience.

Ultimately, Brand Love might look dazzling on a conference slide. Yet it’s the concrete stuff—consistent value, reliable products, transparent policies—that keep players coming back for more. Chase those, and your revenue growth will handle itself.

The Hubris Factor

Let’s talk hubris—that overconfidence that convinces us we can make players swoon like they do for Apple or Nike.

In iGaming, that’s wishful thinking at best. Why? Because unlike sneakers or smartphones, we’re literally taking people’s money. While we offer entertainment in return, the emotional bond players have with a gambling brand is rarely the same as they have with a life-enhancing gadget.

This is where responsible gambling tools become a crucial trust signal. Data shows 75% of players consider RG features—like deposit limits and self-exclusion—key loyalty drivers.

 They’re not craving “love” from an operator; they want to know the house respects their well-being and isn’t just out to siphon their bankroll. That’s the real currency of player retention in this space: proof you’re looking out for them even as they place bets.

Chasing Brand Love, on the other hand, distracts from the basics. Operators fixated on crafting emotional ad campaigns risk neglecting what actually matters—fair odds, transparent policies, swift payouts, and a great product that provides a great betting experience.

The bottom line? If you want loyal players, meet them where they are: with trust, responsibility, and consistent value. Because while sneakers and tech can charm people into borderline obsession, gambling brands thrive by earning respect, not infatuation.

Brand Matters—But Not Love

To be clear, I’m not suggesting branding is irrelevant in iGaming. Far from it. A strong brand builds trust, fosters recognition, and lowers the hurdles to both acquisition and retention. 

That’s brand equity—the tangible reputation you cultivate by delivering a consistent experience, fair odds, and responsive customer care.

But brand love implies a deep emotional bond—something people rarely form with a platform that takes their money.

Players value trust and utility over sentimentality, which explains why metrics like retention rate, customer lifetime value, and average revenue per user hold real weight.

They show how often people return, how much they’re spending, and whether you’re consistently meeting (or exceeding) expectations.

Nail those KPIs, and you’ll have a loyal core that sticks around because you’ve earned it. Chase warm-and-fuzzy “love,” and you risk blowing time and budget on a metric that’s neither cleanly measurable nor clearly tied to revenue.

In the end, iGaming brands succeed by delivering what players need, not by tugging at their heartstrings.

Final words…

So, will players ever love your brand the way they love a shiny new phone or their favourite sneakers? Probably not. But that’s no tragedy. The real opportunity lies in showing up—day after day—with rock-solid products, transparent operations, and a player-first mindset. If you genuinely respect your customers’ time and money, they’ll keep showing up too.

Maybe there’s a corner of the universe where gamblers write heartfelt poems to a sportsbook’s logo, but I wouldn’t bet on it. And that’s okay. You don’t need gushing adoration to succeed; you need to be the house that earns respect, trust, and repeat deposits through consistent excellence. In a world where slick ads and influencer hype get lost in the shuffle, authenticity is your best play.

So forget the dream of Brand Love. Let other industries chase those rainbows. Here, focus on substance over sentiment. Because the real payoff isn’t in a heart-shaped KPI—it’s in building a sustainable brand that players rely on, day in and day out. And that’s infinitely more rewarding than any fleeting flirtation with “love.”