Conversation with Mathilda Schneider: Content Strategist at Gamblizard

**AffPapa** interviewed Mathilda Schneider, Content Strategist at Gamblizard, to discuss iGaming content trends, challenges, and engaging strategies.

**Yeva:** What originally brought you into iGaming content strategy? Was it planned or more of a happy accident? How did you end up in Gamblizard?

Calling it a ‘happy accident’ would be oversimplifying things. Let’s say it was a mix of curiosity, calculated steps, and fascination with digital trends. What drew me in was the sector’s rapid growth and the technological innovation it promised. Gamblizard, though, came into the picture as a deliberate choice. The company’s commitment to transparency and meaningful content creation resonated deeply with me. Here, I found an opportunity to shape content strategies that don’t just sell a product but inform players. I wasn’t the only professional who joined Gamblizard thanks to a happy not-such-an-accident. Mila Roy, our content strategist at Gamblizard Canada, for instance, was covering sports when she first started writing about iGaming on the side. I remember she told our team that what struck her was how much misinformation existed on the web in the first place. Some affiliate review sites threw around flashy bonus numbers with no real context. So, I guess it was her journalistic instinct that kicked in. Gamblizard offered Mila a space where she could apply her skills to create content that was actually useful.

**Yeva:** Gamblizard is pretty well-known among casino enthusiasts. What’s your go-to content strategy? How do you keep your content relevant and appealing?

At Gamblizard, we believe content should be three things: insightful, accessible, and ethical. User-centric. Casino-related information, be it bonus terms or bonus value calculation, can often be pretty complex for casual players. For this reason, our core strategy across all Gamblizard geolocations revolves around bridging that gap – transforming daunting data into digestible and user-friendly. To keep our content pertinent, we proactively track industry trends, regulatory updates, and player preferences. In this regard, integrating real-time data analytics into our daily workflow helps us align our content with what our audience needs. But beyond numbers, we maintain an editorial philosophy centered on honesty. Because trust, once earned, is the most valuable currency in iGaming.

**Yeva:** How do you measure the success of your content? Are there any key factors that you focus on?

Success at Gamblizard isn’t measured in clicks alone. It’s about engagement and conversions, surely, but by no means unimportantly about credibility and adherence to our ethical code of conduct. At Gamblizard, we assess performance through a combination of qualitative and quantitative metrics. Our Content and SEO teams cooperate extremely closely to monitor them. These are the number of engaged sessions or the average time spent per session, to name a few. For instance, pages such as deposit bonuses showed varying engagement levels in December. This made us update our keyword strategy and refine calls to action. Currently, those pages have shown a significant positive percentage change from the baseline traffic, which indicates successful SEO optimization. Beyond numbers, the quality of our content is measured by our editorial standards, counteracting misinformation in a time of the proliferation of AI-created content. Each piece undergoes checks for plagiarism and AI content levels to maintain originality and a human touch. Our internal benchmarks require content to have less than 10% detected AI elements and less than 5% plagiarism to keep material trustworthy. So, above all, we believe success is measured by trust. If users see us as a reliable guide rather than just another affiliate, we’re doing things right.

**Yeva:** What changes have you seen in the iGaming market in terms of content trends and user behavior? Any shifts you’re currently adapting to?

Germany’s iGaming market is evolving, and so are player expectations. There is a growing demand for content that not only entertains but also informs and protects. Players want more than just lists of promotions; they seek expert insights on game mechanics, bankroll management, and fair play. To address this, we integrated more expert notes that explain game mechanics, risk management, and the psychological aspects of gambling. Another trend is the rise of mobile-first gaming. Users consume content differently now – they have shorter attention spans, prefer video summaries, and interact more with mobile-optimized formats. We’ve recalibrated our content structure to align with these habits. Additionally, with cryptocurrency gaining traction, there’s heightened interest in crypto gambling in Germany. So our content strategy now includes security-focused evaluations and risk assessments associated with depositing with crypto.

**Yeva:** What’s your take on AI and automation becoming mainstream in content strategy? What impact did it have? Where do you draw the line between human touch and generated content?

Now more than ever in the past two years, we see that AI is a game-changer. Automation brings undeniable benefits. Streamlined operations.