Google’s iGaming ad grenade opens a goldmine for the few who cracked the code
The March 2025 Google Core Update landed like a digital grenade, obliterating affiliate advertising strategies across the iGaming world. In a matter of days, up to 90 percent of paid traffic vanished, leaving affiliates scrambling for answers and operators locked out of their own campaigns. For many affiliates, this wasn’t a routine update. It was a complete collapse of their advertising infrastructure.
SiGMA News gained exclusive insights from Belg Lazarov, founder of BELG GROUP, a performance marketing and affiliate consultancy specialising in the iGaming sector.
“We’re talking about up to 90 percent of affiliate traffic wiped out,” said Belg Lazarov, Founder of BELG GROUP. “Even well-established, licensed operators couldn’t get ads approved. For many, this update marked the most destructive shift in performance marketing for iGaming to date.”
Trust is now technical
The rules of trust have changed. Visual polish and compliant content no longer cut it. Behind-the-scenes architecture now plays a decisive role in whether Google lets your ad see the light of day. According to Lazarov, the algorithm now evaluates site credibility through a lens shaped by infrastructure, not an interface.
“If you launch a basic HTML site today, you’re almost guaranteed to get blocked,” he warned. “It’s about satisfying a set of invisible, evolving expectations from Google’s machine learning systems.”
Google flagged even fully licensed landing pages as ‘Compromised Site’ with no recourse. It ignored or rejected certification applications and support tickets en masse.
“It took serious effort,” he explained. “We spent nearly two weeks testing, burning budgets, and digging into the core of Google’s new trust systems.”
No lifeline from regulators
If affiliates were hoping for relief from industry bodies or gambling regulators, they’ll be waiting a long time.
“Unfortunately, this is outside of their competence,” said Lazarov. “There is no support from these authorities, nor can there be.”
Lazarov explains that the issue doesn’t stem from policy, but from platform logic. The crackdown isn’t necessarily anti-gambling in spirit, but a response to systemic affiliate violations and the rise of AI-powered trust enforcement.
“It’s a directly connected story,” he added. “Because of numerous violations by affiliates, we’re now seeing strict updates that involve much more thorough technical checks of newly launched content, powered by new AI and LLM systems.”
Desperation breeds opportunity
In the vacuum left behind, competition has plummeted. “In about 90 percent of countries, there’s virtually no competition,” said Lazarov. That’s led to a frenzy of demand.
“The number of traffic requests from advertisers has increased tenfold. Advertisers who previously avoided working with certain country pools are now eager to buy that traffic without hesitation.”
Survivors of the purge are not just scraping by. Many are thriving. “Those who have figured out the right approach are now earning ten times more than they did just a few months ago,” Lazarov revealed.
This has caused a dramatic shift in affiliate-operator relationships. Global brands that once dictated terms are now on the back foot.
“Major global brands that previously refused to sell traffic at market rates because of their strong media presence are now willing to bend and offer even better terms just to maintain a stable flow of traffic.”
From consultancy to rescue mission
With requests flooding in from partners unable to navigate the new compliance terrain, BELG GROUP launched a dedicated support division.
“This isn’t performance marketing anymore; it’s emergency management,” said Lazarov. “We’re helping teams rewire their infrastructure, decode Google’s shifting trust signals, and stay above water. It’s less about growth now and more about staying alive. It’s part consultancy, part rescue mission.”
Survival isn’t guaranteed
Ad availability has nosedived across key regions, which is an obvious sign that the ecosystem hasn’t stabilised and may not for some time. What was once a 30-ad keyword is now lucky to see a single entry. And smaller teams, already operating on thin margins, are folding fast.
“Short term? It’s going to stay rough,” Lazarov warned. “Smaller teams are likely to exit the market entirely. Even some mid-sized players are running out of runway due to failed tests and budget burns.”
But the survivors? They’re forging themselves in fire.
“There’s a kind of digital natural selection happening. Those who can adapt quickly, invest in quality, and navigate complexity will win big. For the rest, it might be a long road back.”
What comes next
With Google showing no signs of reversing course, many affiliates are already pivoting to new channels.
“We know many teams in the market that are either shifting to other traffic sources — SEO, ASO, In-App — because they simply can’t withstand Google’s pressure,” said Lazarov.
At BELG GROUP, the focus is now on long-term campaigns in regulated markets. “Moving forward, our clear focus will be on scaling into major regulated markets, where the average lifespan of an advertising campaign is measured in years, not just weeks or months.”
His final warning is blunt: “These changes aren’t temporary,” said Lazarov. “, and they’ve baked it into the system. This isn’t a glitch. It’s the new standard.”
But for those still standing, the opportunity is there.
“The good news is that there is a path forward, but it requires technical sophistication, patience, and creativity. The ones who survive this wave will be stronger than ever.”
