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FUELLING M&A WITH SEARCH
DATA IN IGAMING
Mattias Bergehed – Head of SEO
Agenda
2
• Why This Topic
• Review Of Process
• Key Metrics & KPIs
• Key Findings & Synergies
• Results of UK Acquisition & Organic Performance /games/
Introduction
3
SEO can never be a An After-Thought
4
Why This Topic?
Search Intelligence Data Should Support And Be Shared with the whole Group
Creates Great Synergies and Increases Awareness between various departments and stakeholders
The importance of Finding Scalable And Sustainable Methods for growing
organically
Decisions needs be Based on Data & ROI, has to be presented in way that is understandable (Board,
Investors etc)
5
Don’t Forget
Single Page Application built in JS
Didn’t attribute Organic customers
No Data in GA or GSC
How To Prioritize Over 15 000 Landing
Pages?
6
Review Of Process
Google Search
Console
Investigate Manually
BI & Data Department
Broad + Longtails
Segmentation
Sustainable keywords?
Google Desktop
Google Mobile
Top 100
Serp Result (top 30) Trends & Forecasts
DA (Referrals)
Technical SEO
Future
Opportunity
Technical SEO
(fetch time + crawl, content)
Search
Volume
7
Key Metrics – Markets & Properties
Domain
Authority
Organic
Score
Value
8
Market Landscape Casino – UK (Overview)
9
Key Terms Slots – Segmentation
10
Sustainable vs ? (Keywords)
11
Sustainable keywords - Expected Growth Volume
12
Sustainable keywords - Future Opportunity
13
Top performing sites across the Slot category
14
Creating Synergies and Valuable Insights
Better understanding of our competitors
On Page SEO (Content & Technical performance)
Referral links - Inspiration
Synergies with other departments
15
Holding Company Performance and Asset Coverage
16
DA Overview
Average DA - 52
Max - 72
Min - 22
17
Summary of Market
Search terms related to casino games has seen an growth of over 200% last
years
Same terms has an expected growth of over 250% in 2019
The “Big Boys” seems to be focusing on Sportsbook and are lacking On Page
RocketX has several properties performing well, but are lacking DA,
Acquiring their properties will increase our SoV to over 18% for casino game related
keywords
18
• LeoVegas acquires the assets of RocketX, including top brands such as 21.co.uk, Slotsboss, BetUK and UK Casino
for a total purchase price of 65 million GBP (EUR 73,5million)
Rocket X + Leo = True, January 11th
2018
Revenue increased with 76% to
164m€ 1Jan -30 June 2018
19
Performance /games/
Making the right prioritizations based on data, means that the most valuable
/games/ has got our love and attention
Trends and rankings are going on the right directions
20
Svanströms EL – Still Kicking Ass!
THANK YOU

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Mattias Bergehed | LeoVegas | Fuelling M&A with search data in iGaming | Elevate Brighton

  • 1. FUELLING M&A WITH SEARCH DATA IN IGAMING Mattias Bergehed – Head of SEO
  • 2. Agenda 2 • Why This Topic • Review Of Process • Key Metrics & KPIs • Key Findings & Synergies • Results of UK Acquisition & Organic Performance /games/
  • 4. SEO can never be a An After-Thought 4 Why This Topic? Search Intelligence Data Should Support And Be Shared with the whole Group Creates Great Synergies and Increases Awareness between various departments and stakeholders The importance of Finding Scalable And Sustainable Methods for growing organically Decisions needs be Based on Data & ROI, has to be presented in way that is understandable (Board, Investors etc)
  • 5. 5 Don’t Forget Single Page Application built in JS Didn’t attribute Organic customers No Data in GA or GSC How To Prioritize Over 15 000 Landing Pages?
  • 6. 6 Review Of Process Google Search Console Investigate Manually BI & Data Department Broad + Longtails Segmentation Sustainable keywords? Google Desktop Google Mobile Top 100 Serp Result (top 30) Trends & Forecasts DA (Referrals) Technical SEO
  • 7. Future Opportunity Technical SEO (fetch time + crawl, content) Search Volume 7 Key Metrics – Markets & Properties Domain Authority Organic Score Value
  • 8. 8 Market Landscape Casino – UK (Overview)
  • 9. 9 Key Terms Slots – Segmentation
  • 10. 10 Sustainable vs ? (Keywords)
  • 11. 11 Sustainable keywords - Expected Growth Volume
  • 12. 12 Sustainable keywords - Future Opportunity
  • 13. 13 Top performing sites across the Slot category
  • 14. 14 Creating Synergies and Valuable Insights Better understanding of our competitors On Page SEO (Content & Technical performance) Referral links - Inspiration Synergies with other departments
  • 15. 15 Holding Company Performance and Asset Coverage
  • 16. 16 DA Overview Average DA - 52 Max - 72 Min - 22
  • 17. 17 Summary of Market Search terms related to casino games has seen an growth of over 200% last years Same terms has an expected growth of over 250% in 2019 The “Big Boys” seems to be focusing on Sportsbook and are lacking On Page RocketX has several properties performing well, but are lacking DA, Acquiring their properties will increase our SoV to over 18% for casino game related keywords
  • 18. 18 • LeoVegas acquires the assets of RocketX, including top brands such as 21.co.uk, Slotsboss, BetUK and UK Casino for a total purchase price of 65 million GBP (EUR 73,5million) Rocket X + Leo = True, January 11th 2018 Revenue increased with 76% to 164m€ 1Jan -30 June 2018
  • 19. 19 Performance /games/ Making the right prioritizations based on data, means that the most valuable /games/ has got our love and attention Trends and rankings are going on the right directions
  • 20. 20 Svanströms EL – Still Kicking Ass!