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 optimized 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.

Frequently Asked Questions

Is your agency suitable for a small local business in Milton Keynes?

We work with SMEs in Milton Keynes and across the UK, tailoring scope and pricing to local and regional needs.

Do you have experience working with regulated industries like gambling and betting?

Yes, our team has managed SEO, PPC and affiliate programs for regulated gambling brands while adhering to UK and EU compliance requirements.

Can you scale services if we want to move from local to national marketing?

We design strategies that scale from local campaigns to national roll-outs, adjusting targeting, content and budget as you grow.

How long does it take to build a new website and start seeing search performance?

A full-site build typically takes 8–16 weeks depending on complexity, with measurable SEO progress often visible within 3–6 months.

What is the usual timeline to see results from PPC campaigns?

PPC can drive traffic within days, but meaningful conversion and ROI insights usually emerge after 4–12 weeks of optimisation.

How long will it take to set up an affiliate program?

Setting up an affiliate program commonly takes 6–12 weeks, including recruitment, tracking setup and initial offers.

What sort of budget should I expect for SEO and content marketing?

For sustained SEO and content activity in the UK market clients typically budget from £1,000–£5,000+ per month depending on goals and competition.

How much do you charge to manage Google and Microsoft Ads?

Managed PPC fees vary by account size but commonly include a monthly management fee of 10–20% of ad spend or a fixed retainer starting around £500–£1,000 per month.

Can you provide references or case studies from similar projects?

We can share sector-relevant case studies and client references on request, including examples of acquisition and affiliate success.

Will we have a local point of contact in Milton Keynes during the project?

Yes, clients receive a dedicated account manager who coordinates local and remote resources and is available for meetings in Milton Keynes or virtually.