Gambling.com Group Limited (GAMB): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at a company that's clearly not resting on its laurels, and honestly, the late 2025 picture for Gambling.com Group Limited is all about aggressive scaling and smart product pivots. If you're tracking the shift from pure affiliate marketing to owning high-margin data streams, this is your case study. We see North America fueling a 56% revenue jump in Q2, pushing them toward a $\sim$$165 million full-year revenue target, all while maintaining a rock-solid 91.2% gross margin in Q3. Let's break down exactly how their Product, Place, Promotion, and Price strategies are setting them up for the next leg of growth-it's defintely not the same playbook as last year.

Gambling.com Group Limited (GAMB) - Marketing Mix: Product

The product element for Gambling.com Group Limited centers on digital media, performance marketing, and proprietary data services aimed at the global online gambling and sports betting industries. This offering is a combination of content-driven platforms and high-margin subscription tools.

The core offering remains performance marketing for iGaming and sports betting operators. In the second quarter of 2025, this segment, categorized as performance marketing, generated $25 million in revenue, marking a 3% year-over-year increase. This stream is designed to acquire new depositing customers for operator clients across various national markets.

There is significant product diversification into high-margin sports data services, primarily through the integration of OddsJam and OpticOdds. These data services are designed to assist consumers and power enterprises in sports betting and fantasy sports. Revenue from these sports data services quadrupled year-over-year to reach $10.0 million in Q2 2025, representing 25% of total revenue for the quarter. Furthermore, recurring subscription revenue, which is a key component of this data offering, climbed 415% to $10 million in Q2 2025, accounting for 25% of total quarterly revenue.

Breaking down the revenue by the primary vertical shows the relative contribution of the established and growing segments as of Q2 2025:

The recent acquisition of Spotlight.Vegas adds a new land-based casino/entertainment vertical to the product portfolio. This platform, an online booking service for shows and local attractions in Las Vegas, was acquired for an upfront payment of $8 million, with up to $22 million in performance-based payments through 2027. Gambling.com Group anticipates this asset will contribute at least $8 million in net revenue in fiscal 2026.

The digital footprint supporting these services is extensive. The portfolio includes over 50 owned and operated websites in more than 10 languages across 19 national markets. Key branded properties that form the foundation of the product distribution include:

• Gambling.com
• Bookies.com
• Casinos.com
• RotoWire.com

The product development focus also includes enhancing existing assets, such as rebranding the RotoWire platform and introducing new fantasy football tools ahead of the NFL season in July 2025. The company also holds stakes in OpticOdds and BonusFinder.

Gambling.com Group Limited (GAMB) - Marketing Mix: Place

Place, or distribution, for Gambling.com Group Limited centers on digital accessibility across regulated jurisdictions, ensuring their content and data services reach the intended audience through owned digital platforms.

North America remains the primary focus for growth and distribution strength. The region delivered a 56% revenue increase, reaching $19.1 million in the second quarter of 2025. This performance underscores the successful digital placement of their marketing and data services within the expanding US regulated landscape.

The company's global footprint is established across 19 national markets, with content localized in over ten languages. This broad distribution network allows Gambling.com Group Limited to serve a diverse, international consumer base.

Strategic placement is keyed to regulatory timelines. The company is positioned for the launch of legal sports betting in Missouri, scheduled for December 1, 2025, which is factored into the full-year 2025 revenue guidance. While the outline mentions expansion into Spain, Italy, and Ontario in late 2025, the confirmed operational scope as of Q3 2025 covers the existing 19 national markets.

The digital distribution platform serves as the primary channel. The company delivered more than 101,000 New Depositing Customers (NDCs) to clients in the third quarter of 2025, despite organic search headwinds. This shows the volume of traffic being channeled through their digital properties.

Here's a look at the key distribution and performance metrics from recent quarters:

The distribution strategy is clearly leaning into owned and controlled digital assets, which is evidenced by the growth in their sports data services division, which saw revenue jump 304% year-over-year in Q3 2025 to $9.2 million. This segment relies on direct placement of data tools like OpticOdds and OddsJam to enterprise clients and subscribers.

Key distribution channel highlights include:

• Digital platform reaching consumers across 19 markets.
• Focus on direct-to-consumer subscription revenue, which was 24% of total Q3 2025 revenue.
• Strategic readiness for the December 1, 2025 sports betting launch in Missouri.
• Continued investment in traffic diversification to reduce reliance on single search engine placements.

The company's distribution model is shifting to be less dependent on pure performance marketing traffic and more on sticky, high-value data subscriptions, which represent a more stable placement for their product offerings.

Gambling.com Group Limited (GAMB) - Marketing Mix: Promotion

Gambling.com Group Limited is aggressively funding its market share pursuit through increased promotional investment. Sales and marketing spending was reported up 58% in Q1 2025 compared to the prior year period. This spend aligns with a strategy to aggressively pursue market share globally.

The promotional focus has demonstrably shifted from a reliance on traditional search engine optimization (SEO) toward a broader omnichannel marketing strategy. This involves increased activity in paid media, social channels, and email marketing. The CEO noted this pivot is critical as Google's Core algorithm update continues to erode search-driven traffic. This strategy is fundamental to maintaining dominance in traditional search and positions Gambling.com Group Limited to capture and monetize high-intent traffic from next-generation AI tools, as noted during the Q2 2025 earnings call.

A key component of the broader promotional reach is the media partnership with Gannett Co. Inc. This multi-year strategic agreement leverages Gannett's extensive U.S. media landscape, including USA TODAY and over 200 authoritative local publications. The goal is to deliver expert insights to Gannett's highly engaged audience, which is cited as more than 47 million sports fans.

Building deeper relationships with end-users is supported by strategic acquisitions and brand development, such as the RotoWire brand refresh, which was completed ahead of the NFL season. This move supports an AI-resistant content moat by focusing on authority and data-driven personalization. Recall that RotoWire was acquired for an aggregate purchase price of $27.5 million in early 2022, a business that previously boasted over 100,000 paid subscriptions and more than 17 million unique web visitors in the 12 months preceding the deal.

The effectiveness of the overall promotional and marketing push is evidenced by customer acquisition metrics. In Q1 2025, Gambling.com Group Limited delivered over 138,000 new depositing customers (NDCs) to its clients. This figure represents a 29% year-over-year climb in customer delivery.

Here are some key promotional and related financial metrics from the Q1 2025 reporting period:

The company's promotional activities also include industry recognition events. Gambling.com Group Limited launched the 2025 program of the American Gambling Awards, which features 12 distinct categories and is produced by Society Awards, the firm that has produced awards for the Golden Globes and Emmys. The 2025 celebratory dinner is scheduled to be held at the Michelin-starred Italian restaurant Torrisi in New York City.

The shift in focus is also reflected in revenue composition, which supports the investment in these promotional channels:

• Subscription revenue in Q1 2025 was $9.9 million, growing 405.2% year-over-year.
• Subscription revenue accounted for 24.4% of total Q1 2025 revenue.
• Marketing services revenue in Q1 2025 was $30.7 million, up 13% year-over-year.
• Advertising on site and other revenue in Q1 2025 was $5.0 million, up 29% year-over-year.

Gambling.com Group Limited (GAMB) - Marketing Mix: Price

You're looking at how Gambling.com Group Limited (GAMB) prices its services, which is really about how they capture the value they create for operators. Effective pricing here means setting up agreements that reflect the high value of quality, compliant traffic. It isn't about a sticker price on a shelf; it's about the structure of the deal you strike with the gambling operators.

The overall financial expectation for the year sets the stage for these pricing negotiations. Full-year 2025 revenue guidance is approximately $165 million, which represents a 30% year-over-year growth rate. This growth suggests strong pricing power or increasing volume across their performance marketing agreements.

Here's a quick look at the key financial targets shaping the pricing environment for Gambling.com Group Limited (GAMB) as of late 2025:

The core of the pricing mechanism rests on the revenue model. The company relies heavily on performance marketing, which is where the price is directly tied to the customer acquisition success. This model is the primary driver of the top line.

The composition of revenue shows where the pricing leverage is applied:

• Performance marketing (CPA, Rev Share, Hybrid) accounted for 63.3% of Q1 2025 revenue.
• Recurring subscription revenue from sports data services is a growing component, representing 24% of Q3 2025 revenue.

That high gross margin, recorded at 91.2% in Q3 2025, is a big deal for pricing strategy. It means the cost to deliver the service is low, allowing for aggressive yet profitable pricing structures in the performance marketing space, like higher Cost Per Acquisition (CPA) rates or more favorable Revenue Share percentages, while still maintaining strong profitability on the bottom line.

The shift toward recurring subscription revenue, now at 24% of Q3 2025 revenue, introduces a different pricing dynamic-more predictable, subscription-based fees for data access, which contrasts with the variable, performance-based pricing of the main segment. Honestly, balancing these two pricing approaches helps smooth out the overall financial profile.