iGaming

Challenges

• ›Content classifiers heavily weight gambling terms — copy and imagery must be handled carefully
• ›Player acquisition lists often show elevated complaint rates during first-touch campaigns
• ›Regulated jurisdictions (UKGC, MGA, Curaçao) impose content and audit requirements
• ›Microsoft (Outlook, Hotmail, Live) applies particularly strict filtering to gambling verticals
• ›Bonus and promo emails to inactive players are a common source of reputation collapse

Our approach

• ›Isolated IP pools per brand and per market — no cross-contamination between regulated and unregulated books
• ›Separate transactional streams (KYC, deposits, withdrawals) from promotional traffic on distinct domains and IPs
• ›Segment-first sending: recent depositors and active players prioritised on the reputation build
• ›Content review with the marketing team on the first three campaign families
• ›One-click list-unsubscribe and preference centres enforced by policy, not opt-in

Deliverability recommendations

1. Suppress players inactive over 180 days from promotional streams unless individually re-engaged
2. Move KYC and payment notifications to a subdomain and dedicated IP separate from marketing
3. DMARC to enforce (p=reject) on transactional subdomains; monitor first, then enforce on marketing
4. Warm-up any new IP with recent deposits and openers before general promo blasts

Example engagements

• European sportsbook: consolidated seven fragmented ESPs into a single Northbound estate, moved KYC to a dedicated /29, complaint rate at Microsoft dropped from 0.42% to 0.06% within eight weeks.
• Regulated online casino group: warmed six new IPs across UK, DE and NL over 21 days; Gmail inbox rate stabilised at 91% on promotional broadcasts.

Examples are anonymised. Named references available under mutual NDA.

Questions