GVC Case Study

Case Study: GVC Holdings / Entain — Building Two White-Label Casino & Bingo Brands from Scratch

Client: GVC Holdings (now Entain Group)
Brands: Gravy Train Bingo · Summit Casino
Services: Full-Site Build · SEO & Content Marketing · PPC Acquisition (Google & Microsoft Ads) · Affiliate Program Development · Player Acquisition Strategy
Website: www.entaingroup.com
Location: United Kingdom & Europe

Client Overview

GVC Holdings (now Entain Group) is one of the world’s largest iGaming operators, with a portfolio of global brands including Ladbrokes, Coral, and PartyCasino.
Milton Keynes Marketing was commissioned to build, market, and scale two new white-label casino and bingo projects — Gravy Train Bingo and Summit Casino — targeting the fast-growing UK casual gaming audience.

Both brands were developed from the ground up: complete web builds, technical SEO, content production, PPC, and affiliate marketing — with a focus on delivering measurable player acquisition growth and long-term ROI.

The Challenge

  • Build two compliant casino/bingo websites from scratch under the GVC white-label framework.
  • Create 100 % original, large-scale SEO content to compete with major affiliate and operator sites.
  • Drive rapid growth in organic traffic and first-time depositors (FTDs).
  • Launch and manage paid-media campaigns across Google Ads & Microsoft Ads.
  • Design and expand a UK-focused affiliate program recruiting thousands of publishers.
  • Maintain brand integrity and compliance within GVC/Entain standards.

Objectives

  1. Develop and deploy both Gravy Train Bingo and Summit Casino as high-performance white-label brands.
  2. Achieve > 100 000 organic clicks/month through technical SEO and content scaling.
  3. Generate thousands of verified FTDs via paid media and organic search.
  4. Build a multi-tier affiliate network of 1 000 + UK partners.
  5. Deliver transparent analytics and performance reporting for Entain’s internal teams.

Strategy & Approach

1️⃣ Website Development & Content Strategy

  • Full website builds, UI/UX design, and brand positioning for both projects.
  • Created 2 000 + pages of optimised content covering games, bonuses, and guides.
  • Implemented structured data, internal linking and SEO architecture for large-scale crawling.
  • Built localisation layers to target UK search intent for “bingo bonus”, “new casino sites”, etc.

2️⃣ Technical SEO & Performance

  • Implemented site-wide schema markup and Core Web Vitals optimisation.
  • Developed high-volume keyword strategy focused on bingo and casino verticals.
  • Ongoing link-building campaigns from reputable affiliate portals and gaming blogs.
  • Result: Over 100 000 organic clicks per month and top-page rankings for multiple high-value keywords.

3️⃣ Paid Search Acquisition

  • Managed PPC accounts across Google Ads and Microsoft Advertising.
  • Built intent-based ad groups for casino and bingo segments.
  • Implemented audience segmentation and conversion tracking via GA + Tag Manager.
  • Delivered thousands of FTDs through consistent optimisation of bids, copy and landing pages.

4️⃣ Affiliate Program Development

  • Built a custom affiliate portal to onboard and track > 1 000 UK bingo and casino affiliates.
  • Designed affiliate toolkits including banners, data feeds, and content packs.
  • Negotiated strategic partnerships with major affiliate networks to expand reach.
  • Result: A thriving performance-based ecosystem driving sustainable player acquisition.

5️⃣ Data & Reporting

  • Connected CRM, Google Analytics 4 and back-office metrics for real-time reporting.
  • Delivered performance dashboards for SEO, PPC and affiliate traffic.
  • Provided monthly ROI and acquisition reports aligned to Entain’s KPIs.

Results

  • 100 000 + organic clicks per month across Gravy Train Bingo and Summit Casino.
  • Thousands of FTDs generated from SEO and PPC combined.
  • 1 000 + active affiliates onboarded within the first year.
  • Significant uplift in brand authority and revenue pipeline.
  • Successful long-term integration of both properties within the Entain ecosystem.

Tech Stack & Tools

  • WordPress CMS · GVC White-Label Framework · Google Ads · Microsoft Ads
  • GA4 · Search Console · Data Studio · Affiliate Tracking Software
  • SEMrush · Ahrefs · Screaming Frog · Tag Manager

What We Delivered

  • Two complete white-label casino & bingo brands built from the ground up.
  • Large-scale SEO ecosystem delivering 100 000 + monthly clicks.
  • Paid-media acquisition generating thousands of FTDs.
  • Full affiliate program infrastructure with 1 000 + partners.
  • End-to-end performance management with measurable ROI.

Want Results Like This?

If you’re an iGaming operator or affiliate network looking to launch or scale your own casino or bingo brand, book a free consultation or explore our Casino Marketing and SEO services with Milton Keynes Marketing.