Most iGaming marketing companies pick one lane and guard it like a parking spot. The SEO agency does SEO. The media buyers buy media. The AI startup sells you a dashboard and a very confident demo. We tried working that way. It holds up right until a project needs all three on the same Tuesday.
So in 2023, a group of practitioners who had ranked sites, run traffic and shipped tools with their own hands built ALL STARS Media: a holding of four specialist divisions that share people, data and domains. I’m Daniil, chief editor here, and this is the first post on Starlog. Fittingly, it’s about why the whole thing exists.
The problem with doing one thing well
Specialization is great. Isolation isn’t. Here’s how a typical launch goes when every piece lives in a different company.
The SEO team builds a site and settles in for months of waiting on organic traffic. The traffic team buys clicks to a landing page nobody optimized. The content team writes 200 pages without knowing which ones the media buyers can actually convert. And the AI tool everyone paid for sits in a browser tab, lonely and unloved.
Nobody is doing a bad job. They’re just doing it in separate rooms, with separate data, and finding out what the other room learned three months too late. In a niche where a Google update, a platform policy or a new regulator can flip a market in a week, three months is roughly a geological era.
We didn’t want a better handoff between those rooms. We wanted fewer walls.
Four divisions, one constellation
Yes, the star metaphor is intentional. We’ll keep it to one per post, I promise. Each division runs its own vertical and has its own leads, KPIs and clients:
- SEO Stars. iGaming SEO specialists, link builders and developers who know the niche inside out, from casino review sites to sportsbook affiliates. If you want the full picture of how we approach organic, start with our iGaming SEO playbook.
- AI Stars. LLM products, automation and data tools that make every other division faster. The rule is simple: if a tool doesn’t survive daily use by our own teams, it doesn’t leave the building.
- Esport Stars. Esports projects, communities and media, built by people who actually play. Not people who watched one Major and bought a jersey.
- Growth Stars. Performance traffic, partnerships and funnels across 10+ GEOs. That covers affiliate deal structures, influencer campaigns and the short-form video that feeds them.
On paper, that’s four companies. In practice, it’s one group chat that occasionally gets very loud.
What “under one roof” actually means
“Synergy” is the word that makes everyone in a meeting quietly check their phone, so let’s skip it. Three things are actually shared across the group, and each one changes how projects run.
People. An SEO lead can pull in an AI engineer for an afternoon without a contract, a brief and three weeks of procurement. A media buyer can ask the content team why a page converts, and get an answer before lunch.
Data. What Growth Stars learns about which GEOs and funnels convert feeds what SEO Stars builds next. What SEO Stars sees in the SERPs tells the content team which formats Google currently tolerates. (Editor’s note: in iGaming, “tolerates” is the honest verb.)
Domains. We own a portfolio of 1,650+ domains. That means we test on our own assets before we touch a client’s, and when an algorithm update lands, we see it across hundreds of sites at once instead of guessing from one.
The honest downside: coordinating four teams is harder than running one. Priorities collide, calendars collide, opinions collide loudly. We pay that coordination tax on purpose, because the alternative is paying it in missed launches.
Audit, Build, Launch, Scale
Every project across the group runs through the same four stages. It sounds like a consulting slide. The difference is that the same people stay on the project through all four.
- Audit. Read the market, the SERP and the numbers before anyone writes a line or buys a click. That includes the rules: what you can advertise, where and through whom changes from GEO to GEO, which is why we keep a living guide to gambling advertising regulations.
- Build. Sites, products and teams, in-house. No outsourced “we’ll figure out the tech later.”
- Launch. Ship fast across GEOs. Fast is not the same as reckless: a launch that gets a domain flagged in week two is just a slow failure with good intentions.
- Scale. Compound across the group. What worked in one GEO becomes the template for the next, and every division gets the lessons, not just the one that learned them.
Lera, our Head of Launch, will break this process down properly in a later post. She has opinions about step three. Strong ones.
Why Starlog exists
We’ve been learning in private for years: in internal chats, post-mortems and spreadsheets with names like “final_v3_REAL”. Starlog is where we start doing it in public.
Here’s what to expect:
- Field notes from four divisions. SEO, AI, affiliate traffic, influencers, video, esports, market analytics and regulation, written by the people doing the work.
- What we tested and what broke. Including the experiments that embarrassed us. Those are usually the useful ones.
- Opinions. We’ll tell you what we’d do and what we wouldn’t, and why. You’re free to disagree; the comments on LinkedIn will let us know.
- A regular rhythm. Monthly digests, quarterly breakdowns of Google updates, and recaps from the industry events worth the flight.
What not to expect: “top 10 tips” recycled from other recycled lists, and AI content nobody bothered to edit. As the person whose actual job is editing it, I take that last one personally.
What we won’t do
No grey traffic, no cloaking, no promises of guaranteed rankings, and no content that sells gambling as a way to make money. Not because we’re saints, but because shortcuts in this niche have a short half-life and a very long hangover. We’ve watched enough projects learn that the expensive way.
So, why four divisions?
Because iGaming traffic doesn’t respect org charts. A ranking problem turns out to be a content problem, which turns out to be a tooling problem, which turns out to be a market that changed its rules last month. Having all four answers in the same building means we stop guessing which one it is and start fixing it.
If you’re an operator, an affiliate or a creator and something in this post sounds like the problem on your desk right now, that’s exactly why we built this. Get in touch, tell us what you’re working on, and we’ll tell you honestly which of our divisions can help. Sometimes it’s all four. Sometimes it’s none of them, and we’ll say that too.