AI marketing trends in 2026.

iGaming Marketing: A Shift Back to Human Connection in 2026?

The past year presented some challenges for iGaming marketers, but as we look ahead, it seems the industry might be gearing up for a change. Two key trends from the year could shape marketing strategies in the coming months: a move away from brand-focused campaigns towards performance marketing, and the increasing use of AI-generated content.

The Long Game: Why Brand Still Matters

While there’s no magic formula for allocating marketing budgets, many companies shifted towards performance marketing recently. This was partly driven by external factors, such as tax increases impacting marketing budgets. Another factor is the way metrics are measured. Platforms often overemphasize their own contribution to conversions, overlooking the impact of brand-building activities like TV ads.

However, data suggests that investing in brand building can actually provide a better long-term return on investment. Cutting brand spending to chase short-term results might not be the wisest move. Traditional performance marketing metrics can also misrepresent the true picture, especially in iGaming, where the link between brand investment and short-term performance is often underestimated.

Fighting the “AI Slop”

The rise of AI presents a tricky situation. On one hand, it can help enhance marketing materials and player experiences. On the other hand, the internet is becoming flooded with low-quality, generic AI-generated content. As a result, people are increasingly craving authentic, high-quality content created by humans. Studies show a growing preference for “human” creativity over AI-generated content.

Why? Because relying too heavily on AI can make a brand seem cheap and untrustworthy. While it might seem innovative, this approach can backfire. Remember the betting platform that used AI to create an ad? While the effort was noted, it was also criticized for feeling impersonal, leading some viewers to distrust the brand.

Looking Ahead

The brands that succeed in the coming year might be those that return to emotionally intelligent, human-feeling creative content. Think of social media campaigns that are high-quality, funny, and memorable – they build brand awareness and drive sales because audiences connect with them. The demand for unique, relatable content is likely to keep growing.

In the future, iGaming companies might start to question the real value of AI-generated content and shift back towards a more human-focused approach to advertising. At the same time, using more sophisticated measurement models could lead to a rebalancing of priorities, with more emphasis on brand building. It could be the year when businesses realize that strong, creative, human-led marketing content drives more sales in the long run.