Why efficient acquisition has become the new competitive advantage.
The rules of player acquisition are changing.
Across regulated iGaming markets, operators are facing rising acquisition costs, stricter advertising regulations and increasing competition from locally licensed brands. Success is no longer determined by who spends the most, it belongs to those who spend the smartest.
The UK perfectly illustrates this shift.
According to the UK Gambling Commission, online Gross Gambling Yield (GGY) reached £1.55 billion in Q1 2026, a 7% increase year-on-year, while online bets and spins rose to 26.8 billion (+7%). Yet despite continued revenue growth, the average number of monthly active accounts fell slightly to 13.4 million (-1%), highlighting an increasingly competitive market where operators are fighting harder for the same players.
Commercial pressures have intensified further following one of the most significant tax changes the UK industry has ever seen. Since April 2026, Remote Gaming Duty (RGD) increased from 21% to 40%, dramatically increasing the tax burden on online casino operators. Combined with evolving compliance requirements and rising customer acquisition costs, profitability is now under greater scrutiny than ever before. As a result, UK licensed operators are placing greater emphasis on marketing efficiency, attribution and sustainable player value rather than simply increasing media spend.
Against this backdrop, one marketing channel continues to be underestimated: programmatic advertising.
Many operators still view programmatic as a branding tool with limited commercial value. In reality, it has evolved into one of the most effective ways to support full-funnel acquisition while maintaining control, transparency and compliance in regulated markets.
At TBD.Media, we believe programmatic is no longer optional: it has become a strategic advantage.
Here are five myths that could be costing operators players.
Myth 1: “Programmatic is only for brand awareness.”
This is probably the biggest misconception in digital marketing.
While programmatic excels at building awareness, its real strength lies in influencing the entire customer journey.
Very few players discover a betting brand and register immediately. More commonly, they first encounter a sportsbook while reading football news, watching Connected TV, listening to a podcast or browsing premium sports content. Days later, they search for the brand on Google or click through an affiliate review before registering.
Programmatic creates those earlier touchpoints.
Rather than competing with Paid Search or Affiliates, it makes them more effective by increasing brand familiarity and creating demand before purchase intent exists.
For mature regulated markets like the UK, where player growth is slowing and competition is intensifying, that early influence can become a decisive competitive advantage.
Myth 2: “Programmatic doesn’t work in regulated markets.”
The opposite is true.
Regulated markets are where programmatic delivers some of its greatest value.
Enterprise demand-side platforms (DSPs) such as The Trade Desk (TTD) provide sophisticated controls that help licensed operators advertise responsibly while remaining compliant with local regulations.
Campaigns can be configured using:
- Geographic targeting
- Age restrictions
- Premium publisher allowlists
- Brand safety controls
- Content suitability filters
- Frequency caps
Instead of chasing maximum reach, operators can prioritise quality audiences in trusted digital environments.
For licensed operators navigating increasingly complex advertising rules, that level of control has become essential.
Myth 3: “Google Display already does the same thing.”
Google Display Network remains an important channel, but it represents only part of the available digital ecosystem.
Platforms such as The Trade Desk provide access to premium inventory across the open internet, including:
- Premium news publishers
- Sports media
- Connected TV (CTV)
- Digital audio
- Mobile applications
- Private Marketplace (PMP) deals
- Curated premium inventory
This allows operators to reach potential players wherever they consume content, not only when they’re actively searching for betting-related terms.
The Trade Desk Perspective
Today’s consumer journey spans multiple devices and media environments.
A football fan might watch highlights on Connected TV, browse BBC Sport during lunch, listen to a sports podcast while commuting and only later search Google for betting odds.
The Trade Desk enables advertisers to activate campaigns across these touchpoints while maintaining transparency, premium inventory access and advanced measurement capabilities.
As third-party cookies continue to disappear, omnichannel advertising across the open internet will become increasingly important for sustainable player acquisition.
“As acquisition costs continue to rise, operators need every media investment to work harder. Our research shows that omnichannel campaigns are 1.5x more persuasive, while each additional channel can reduce CPA by an average of 14%. For licensed operators, combining premium programmatic inventory with channels such as Paid Search, SEO and Affiliates is becoming a key driver of more efficient customer acquisition.”
— The Trade Desk
Myth 4: “Programmatic can’t be measured.”
Measurement has evolved significantly.
The real challenge isn’t measurement: it’s attribution.
Too many marketers continue to judge every acquisition channel using last-click conversions.
Paid Search captures existing intent. Programmatic helps create it.
When upper-funnel media is evaluated only through last-click CPA, its contribution is inevitably undervalued.
Today’s operators can measure far more than clicks, including:
- View-through conversions
- Assisted conversions
- Incrementality testing
- Brand search uplift
- Cross-device attribution
- Reach and effective frequency
The question should no longer be:
“Did display generate the final click?”
Instead, marketers should ask:
“How much did programmatic improve the performance of every other acquisition channel?”
Myth 5: “Programmatic is too expensive.”
Following the increase in Remote Gaming Duty, every marketing investment is under greater scrutiny.
Operators now retain less revenue from every gaming pound generated, making efficient customer acquisition more important than ever.
The good news is that programmatic offers remarkable flexibility.
Campaigns can begin with relatively modest budgets, allowing operators to test audiences, creative messaging and premium publisher environments before scaling investment.
Programmatic can help operators:
- Build awareness before major sporting events
- Generate demand before search volumes increase
- Support affiliate activity
- Test new creative concepts
- Improve the performance of lower-funnel channels
It isn’t designed to replace Paid Search or Affiliates.It’s designed to make them work harder.
Why omnichannel marketing matters
Today’s players don’t consume media in one place.
They move seamlessly between Connected TV, premium sports publishers, mobile apps, streaming platforms, podcasts and desktop browsing throughout the day.
By the time they search for an operator, they’ve often been influenced by multiple digital touchpoints.
The most successful acquisition strategies reflect this behaviour.
Paid Search captures intent.
SEO builds long-term visibility.
Affiliates provide trusted recommendations.
CRM maximises player lifetime value.
Programmatic connects each of these channels by creating awareness and consideration before consumers actively enter the market.
The result isn’t simply more reach. It’s a more efficient acquisition ecosystem.
The Bottom Line
The UK market is entering a new era.
Higher taxation, stricter regulation and greater competition between licensed operators mean that marketing can no longer be measured purely by volume or last-click CPA.
Efficiency has become the new competitive advantage.
Programmatic advertising is no longer just a branding channel. When integrated into a broader acquisition strategy, it enables operators to build stronger brands, improve media efficiency and maximise the effectiveness of lower-funnel channels such as Paid Search, SEO, Affiliates and CRM.
At TBD.media, we believe the future of player acquisition lies in full-funnel, omnichannel marketing. By combining strategic planning with performance media and premium programmatic activation through platforms such as The Trade Desk, we help licensed operators build more resilient acquisition strategies and achieve sustainable growth in regulated markets.
Sources
- UK Gambling Commission – Market Overview: Operator Data to March 2026.
- UK Government – Changes to Gambling Duties.
- Office for Budget Responsibility – Betting and Gaming Duties.
- The Trade Desk & PA Consulting – The Alchemy of Omnichannel (2024).
- The Trade Desk – Omnichannel Advertising Insights.
