Every industry has agencies that speak its language. Technology companies have PR firms that understand product launches and funding rounds. Financial services brands have agencies that know how to navigate regulatory sensitivities. Even cannabis companies, once considered untouchable by mainstream PR, now have specialist firms competing for their business.
The iGaming and betting industry has been waiting for the same thing. Despite being one of the largest digital entertainment sectors on the planet, gambling companies have been forced to make do with PR agencies that either do not understand their business or refuse to work with them entirely. Kooc Media, a PR distribution agency that has operated in the gambling and crypto sectors since 2017, has positioned itself as the answer to that wait.
The agency now offers a dedicated global PR service for online casinos, sportsbooks, betting platforms, iGaming technology providers and every other business operating within the gambling ecosystem. The service includes guaranteed article placements, in-house content creation, international distribution and full campaign transparency.
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Why It Took This Long
The PR industry’s reluctance to work with gambling brands is not new, but it has become increasingly absurd as the iGaming sector has grown. Twenty years ago, online gambling was a niche industry with uncertain legal standing in most countries. PR agencies could reasonably argue that the reputational risk of working with betting companies outweighed the revenue.
That argument collapsed long ago. Online gambling is now legal and regulated in dozens of countries. iGaming companies are listed on major stock exchanges. They employ thousands of people across multiple continents. They pay significant taxes. They sponsor the most-watched sporting events in the world. By any objective measure, the iGaming industry has earned its place in the mainstream.
Yet most PR agencies still treat it like a back-alley operation. Compliance teams flag gambling as restricted. Business development teams decline enquiries from betting brands without even hearing the brief. The handful of agencies that do accept gambling clients tend to operate locally with limited reach and no guarantees on coverage.
The result is an industry full of companies with sophisticated marketing operations that have a gaping hole where PR should be. Operators run world-class affiliate programmes, invest in cutting-edge personalisation technology and manage player experiences across dozens of markets, but cannot get a single article placed on a mainstream business publication.
Kooc Media was built specifically for this situation. The agency exists to serve industries that traditional PR firms ignore, with gambling PR and crypto PR forming the core of its business since day one.
“We did not have to be convinced that iGaming was a legitimate industry worth representing,” said Michelle De Gouveia, spokesperson for Kooc Media. “We have been in this sector since we started. We understand the businesses, we understand the audiences and we understand what kind of coverage actually makes a difference.”
What the Service Looks Like
Kooc Media has built a PR model that does not depend on the goodwill of external journalists or editors. The agency owns and operates multiple established news publications including Blockonomi, CoinCentral, MoneyCheck, Parameter, Beanstalk and Computing. These sites cover finance, technology, cryptocurrency and iGaming and have developed strong domain authority and consistent readerships over several years.
This owned network is the engine behind guaranteed placement. When an iGaming or betting brand commissions coverage through Kooc Media, the article appears on these sites. There is no pitch email. No editorial negotiation. No possibility of rejection. The placement is booked and the placement is delivered.
Reach then extends internationally through a partner distribution network that spans hundreds of media outlets and thousands of syndication feeds across multiple regions. Operators selecting premium packages can secure coverage on major global platforms including Business Insider, Bloomberg, Benzinga, MarketWatch and USA Today.
Kooc Media’s editorial team handles content creation for clients who need it. The writers produce press releases specifically calibrated for the iGaming sector, balancing industry terminology with the accessible language that mainstream publications expect. Operators with in-house copywriters can supply their own material and use the agency for placement and distribution only.
Turnaround is fast. An operator can move from initial briefing to live published coverage within a single day. After distribution completes, a comprehensive report detailing every placement with live links is delivered to the client.
What Happens When Betting Brands Actually Get Consistent Coverage
Most iGaming executives have a general sense that PR would benefit their business. What often surprises them is how many different parts of the operation it touches.
The player acquisition pipeline improves at its widest point — awareness. Before a player can be converted through a landing page or retained through a loyalty programme, they first need to know the brand exists and trust it enough to consider signing up. Press coverage on recognisable publications creates that initial awareness and trust simultaneously. A player who encounters a betting brand through an article on a finance or news site arrives at the operator’s website with a fundamentally different mindset than one who clicks through a banner ad. They are already predisposed to view the brand as credible.
Organic search visibility strengthens progressively. Every article on an authoritative publication generates a backlink to the operator’s website. Search engines treat these backlinks as endorsements of the site’s relevance and authority. For betting brands competing on terms like “best online casino,” “top sportsbook,” “iGaming platform,” “sports betting operator” or “online gambling sites,” those endorsements translate directly into improved rankings. An operator running consistent monthly PR campaigns builds a backlink profile that delivers compounding organic traffic without corresponding increases in ad spend.
Brand resilience develops through accumulated coverage. Every business faces difficult moments — a regulatory investigation, a public complaint, a competitor’s smear campaign. An iGaming brand with an extensive library of positive press coverage across dozens of publications has a buffer that an operator with no media presence does not. When someone searches for the brand during a challenging period, the positive coverage provides context and balance that would otherwise be absent.
Business development opens up in unexpected ways. iGaming companies pursuing partnerships, investment, acquisition opportunities or entry into new regulated markets all benefit from demonstrable media presence. A sportsbook applying for a licence in a new jurisdiction looks stronger with a portfolio of press coverage than one submitting paperwork with no public profile whatsoever. An operator courting investors can point to consistent media visibility as evidence of market position and brand strength.
Built for Every Corner of the Industry
The iGaming ecosystem extends far beyond casinos and sportsbooks. It includes poker networks, bingo platforms, lottery operators, fantasy sports providers, esports betting companies, betting exchanges, gambling software developers, payment solution providers, compliance consultancies and affiliate businesses.
Kooc Media’s standard packages deliver guaranteed placements across the agency’s owned publications and partner network with optional content creation and detailed reporting. These packages suit businesses maintaining regular media visibility through ongoing news flow — product updates, market entries, partnership announcements, regulatory achievements, executive appointments and seasonal campaigns.
Custom campaigns address the moments that require more strategic planning. A casino group completing a major acquisition needs corporate coverage placed across financial media. A sportsbook launching operations in three new countries simultaneously needs coordinated press distribution timed to each market. A gambling technology company unveiling a next-generation platform needs B2B-focused content reaching operator decision-makers globally. An iGaming brand integrating blockchain technology or cryptocurrency payments needs content that communicates effectively to both traditional gambling audiences and crypto-native players.
Kooc Media manages all aspects of these campaigns from planning and content production through scheduling and post-campaign reporting. The agency serves as a full outsourced PR department for companies without dedicated communications staff and as a specialist global distribution partner for those with established teams looking to extend their reach.
A Sector That Deserves Better
The iGaming industry has outgrown the PR limitations that were placed on it years ago by agencies that never bothered to understand it. The businesses are legitimate. The markets are regulated. The audiences are massive. The stories are worth telling.
What was missing was a PR partner built from the ground up to serve this sector without hesitation, without apology and without the limitations that come from trying to retrofit a mainstream agency model onto an industry it was never designed for.
“iGaming deserves the same calibre of PR support that every other major industry receives,” said Michelle De Gouveia. “That is not a radical statement. It is common sense. And it is exactly what we deliver.”
About Kooc Media
Kooc Media is a PR distribution agency founded in 2017, specialising in iGaming, crypto, fintech and technology. The company operates its own network of news publications and distributes content through a broad global partner network to deliver guaranteed media coverage. Services include press release writing, sponsored articles, homepage placements, newswire distribution and complete campaign management.
Kooc Media’s gambling PR packages are available now through the company’s website at https://kooc.co.uk.
