At Smadex, we know the iGaming industry is evolving fast, with brands moving beyond scale to focus on quality, retention, and long-term player value. That’s why we sat down with Jordon Weissman, Head of Sales US, to explore what growth partners should really deliver, how to navigate complex regulations, and the strategies shaping iGaming success in 2026.

“When an iGaming brand chooses a growth partner today, they should be looking beyond just scale and focusing on partners that can deliver sustainable, data-driven user acquisition. The reality in iGaming is that not all installs or even first deposits are the same, so the right partner needs to demonstrate the ability to optimize toward quality players, long-term value, and retention.

Transparency and adaptability are even more critical. The best partners give advertisers clear visibility into where spend is going, how campaigns are performing, and continuously evolve their strategy as regulations, channels, and player behavior shift. In a category as competitive and fast-moving as iGaming, success comes from working with partners who combine strong technology, deep performance, industry/ legal expertise, and a willingness to collaborate closely to find what actually drives profitable growth.”

“Navigating state-by-state regulation is one of the biggest challenges in iGaming. The key is building a growth strategy that is flexible by design. Every market has its own rules around targeting, creative, and messaging, which means partners like Smadex need technology and teams that can quickly adapt campaigns without slowing down momentum.

A strong partner should also be able to help navigate the licensing and legal frameworks that vary across states, ensuring campaigns are structured in a way that aligns with each market’s regulatory requirements from day one. From our perspective, it comes down to combining strong compliance guardrails with performance agility. That means leveraging advanced geo-targeting, localized creative strategies, and real-time optimization to ensure campaigns are always aligned with the regulatory environment in each state. When you have the right infrastructure and clear communication, it’s possible to stay fully compliant while still moving quickly and capturing growth opportunities as new markets open.”

📢 Check out our iGaming Growth Guide for a deep dive into strategies that help marketers reach high-value players while staying compliant.

“One of the most exciting shifts we’re seeing is that iGaming Brands are taking a more thoughtful approach across the funnel, balancing acquisition, engagement, and retention. Campaigns and budgets are now planned with smarter, data-informed decisions rather than just chasing installs.

CTV is definitely becoming a meaningful part of that mix. As streaming inventory has scaled and programmatic buying has matured, iGaming brands are increasingly using CTV, especially around live sports and premium content that aligns naturally with betting audiences.

More broadly, the shift for 2026 is toward full-funnel, data-driven media strategies where CTV, mobile, and programmatic work together to identify, acquire, and retain higher-value players rather than simply chasing volume.”

“As the US iGaming market matures, the strategy has shifted from pure acquisition volume to identifying and scaling the highest-value players. Early on, many operators were focused on rapid market share, but as markets stabilize, brand competition increases, etc, the emphasis is increasingly on player quality, retention, incrementality, and lifetime value.

That shift is changing how brands approach media buying. Instead of optimizing campaigns around general acquisition, Brands are leaning more heavily into data-driven targeting, predictive modeling, and post-install signals to identify players who are more likely to deposit, stay active, and generate long-term value. The goal isn’t just to acquire users, it’s to acquire the right users.

From a growth partner perspective, that means aligning campaign optimization with down-funnel KPIs and real player value. The brands that succeed in this phase will be the ones that treat acquisition less like a volume game and more like a disciplined investment in long-term player value and incrementality.”

“In a crowded iGaming market, the advantage comes down to making smarter decisions faster and having the confidence to understand complex regulatory requirements. At Smadex, we leverage AI machine learning to combine data, unique media buying capabilities, and transparent real-time programmatic technology to help brands uncover the players who are most likely to drive long-term value. That means campaigns are optimized continuously across supply, media-mixes, and creative to reach high-quality users at the right moment.

Our Algorithims allows brands to see performance transparently, test strategies at scale with regulatory confidence, and adjust in real time. This is especially critical in a competitive landscape where speed and precision matter.”