Attention Economics in iGaming: Who Creates Value and Who Imitates Movement

Evening, colleagues. Every time I listen to another panel about "the future of iGaming," I want to ask: guys, do you really understand what holds this market together? The answer is simple—attention. The expectation a player experiences when clicking "deposit." Everything else—facades, redesigns, influencers, investor presentations. Attention can't be bought with a logo or held with a speech about a "new mission." It can only be earned or lost. This is the core of attention economics in iGaming.

The Dopamine Engine

A player doesn't come to a product to see a beautiful shell. They expect:

• instant start,
• honest calculation,
• fast payouts,
• adequate support.

This is about the base. From a neurobiology perspective (yes, you can check the article on dopamine), what matters most isn't the win itself, but anticipation. People return to a product if the path from expectation to result is short and clear. Any delays, bugs, strange limits—and expectation turns into irritation. Hello churn.

Table: Who Holds Attention

Look at who actually moves the market. It's not those changing logos. It's teams that carefully track the expectation cycle. And yes, sometimes they do redesigns, but only after ensuring: the product inside is ready.

Partner Relationships: Queues for Attention

The same rules apply in the partner channel. If you've read my breakdown of live press releases and the play about salary theater, you know: many companies cover weak processes with loud speeches. Partners stand in line, trying to reach managers, who either stay silent or respond with templates. This isn't business—it's simulation. This relates to sensemaking and building honest marketing strategies in iGaming.

An honest approach is built on three pillars:

1. Transparency — SLA for processing requests, honest terms, clear reporting.
2. Knowledge exchange — not "we're the best because we're the best," but concrete cases, metrics, joint tests.
3. Investment in attention — participation in sensemaking sessions with partners, joint data analysis, risk sharing.

Only such relationships survive crises. Others dissolve at the first regulatory adjustment.

Why Redesign Won't Save You

The market's favorite game—instead of working on the product, order new branding. Invent a new palette, call it "evolution," shoot a video. The player doesn't benefit. They still come for a short path from expectation to result. And if everything inside is the same, a new logo only irritates. I laid this out in detail in the piece on redesign without strategy. Read it if you're planning to launch another rebrand without rebuilding processes.

AI and Attention

AI can help. Primarily—in segmentation and moderation. But only if it's embedded in marketing orchestration. When models predict churn, suggest personalization options, help support respond faster. But AI won't replace human control. Without teamwork, algorithms become bureaucracy that admires its own graphs.

Shifting Focus

If you want to stop playing at the vanity fair, here's what you can do:

1. Measure response time — how much time passes between a player/partner request and team response.
2. Update operational protocols — respect expectations.
3. Introduce sensemaking sessions — to avoid chasing "insights," run a sensemaking session. You'll see where the real pain is.
4. Share knowledge — publish case breakdowns, not victory slogans.
5. Track reach vs. trust — hype without trust gives a short spike and long toxicity.

FAQ

Why Do Players Keep Clicking "Deposit"?

Not because the industry radiates trust. Because the dopamine cycle still works. People hope for a win, for emotion. As long as the path is short, the cycle will live. Your job—don't make this path torturous.

How Can Partners Get Out of the Queue?

Set up SLA, introduce request tracking, formalize communications. Don't fear technology: API, dashboards, AI assistants. But remember, the main thing—respect for partner time.

What's Important to Show Investors?

Not a new logo. Show product metrics: retention, churn, NPS, request processing speed. Show how you invest in attention infrastructure. Then the presentation won't fall apart in a month.

Glossary Terms

This article references several key concepts from the Casinokrisa glossary:

• Attention Economics — The economic model where attention is the scarce resource
• LTV — Lifetime Value. The total revenue a customer generates over their entire relationship with a business
• Player Economics — The financial model of iGaming that analyzes player behavior, lifetime value, acquisition costs, and retention strategies
• Affiliate Marketing — A performance-based marketing model where affiliates earn commissions for driving traffic or conversions

Related Processes

• Sensemaking Process — Process for making sense of ambiguous information: gather data, create meaning map, identify patterns, generate actions
• Media Buying Optimization — Systematic approach to media buying: traffic analysis, creative testing, conversion optimization, scaling profitable channels

Related Topics

• iGaming & Business — Marketing, analytics, and business strategies specific to the iGaming industry
• Marketing Strategy — Digital marketing, performance marketing, strategic approaches to growth
• Digital Culture — Observations on how digital environments shape behavior, communication, and business

Related Terms

• CAC — Customer Acquisition Cost. The total cost of acquiring a new customer
• ROMI — Return on Marketing Investment. A metric that measures the revenue generated from marketing activities relative to the cost
• Traffic Arbitrage — Buying traffic from one source and monetizing it through another at a higher rate

Related Media

• Denis Denzil, Head of Affiliate: From Sports to Leadership in Financial Marketing — A conversation about how a sports background shapes the approach to managing affiliate programs and financial marketing
• Rafael Gabitov — 17 Years in Arbitrage: Diasp, Indigo, FBTool and Other Success Stories — A long-term perspective on traffic arbitrage: how tools and strategies have evolved over nearly two decades

External Links

• Attention Economics — a fundamental concept worth revisiting.
• Dopamine — to understand what's behind player expectation.

In Conclusion

iGaming doesn't need new heroes if they're playing the same masquerades. It needs teams that respect attention. Who know how to build product, support partners, speak honestly. Everything else—a fair. We can keep discussing logos and presentations, but the market survives thanks to those who quietly do the work. They don't make loud announcements, they just close "deposit" and "payout" in three clicks. And in this silence, there's more marketing philosophy than in all of LinkedIn.