iGaming SEO Case Study: TwinSpires Growth with Fortis Media

TwinSpires: Scaling Digital Success in Horse Racing Betting

TwinSpires operates specialized betting apps and comprehensive online platforms designed specifically for horse racing enthusiasts. Managing enormous activity, especially during major events like the Kentucky Derby, demands a highly sophisticated and scalable digital marketing approach. Adam highlighted the immense operational scale:

“On Derby day alone, our platforms manage around 4,000 transactions per minute, emphasizing the need for robust digital strategies.”

As the digital lead, Adam is responsible for user acquisition, engagement, and retention. To achieve these goals in such a fast-paced environment, he turned to SEO, not just as a tactic, but as a cornerstone of long-term growth.

Need for Specialized SEO Support

When Adam joined TwinSpires in 2016, the company recognized an opportunity to enhance its digital marketing through focused SEO and content marketing efforts. Initially, a solo effort, Adam quickly identified the importance of scaling:

“We needed to expand from just me to a specialized team to stay competitive.”

As the U.S. sports betting market expanded, TwinSpires faced increasing competition, necessitating a more sophisticated, strategic SEO approach.

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Why Fortis Media?

TwinSpires chose Fortis Media for several compelling reasons, particularly highlighting expertise, responsiveness, and a full-scale SEO solution under one roof. According to Adam:

“We needed an experienced, dedicated team, and Fortis Media provided exactly that. Their knowledge, responsiveness, and proven results stood out. I’ve never met anyone at Fortis I didn’t like.”

Early Impact and Strategic Growth

The collaboration with Fortis Media marked a significant turning point for TwinSpires’ digital strategy. Adam pointed out how the partnership allowed TwinSpires to expand significantly:

“We moved from basic SEO updates to a comprehensive strategy, combining technical SEO, outreach, and content creation. Fortis allowed us to execute at scale, something impossible as a one-person operation.”

This holistic approach quickly positioned TwinSpires as a leader in organic search, even outperforming direct traffic during significant events.

Achieving Real Results Through Strategic SEO

When asked about the measurable impact of the partnership with Fortis Media, Adam highlighted key metrics such as “share of voice” and conversion rates as clear indicators of success:

“We’ve sustained and grown our SEO share of voice in a highly competitive market. More importantly, we’ve significantly improved conversion and engagement, ensuring the traffic we attract genuinely interacts with our content.”

These achievements underscore the effectiveness of Fortis Media’s strategic approach, driving meaningful engagement and lasting growth for TwinSpires.

Game-Changing Strategies

One of the standout strategies implemented by Fortis Media involves data-driven PR and authoritative content placement:

“Fortis produces deep, data-driven content that attracts prestigious educational institutions and reputable news outlets. This has not only boosted our domain authority but significantly expanded our audience.”

These earned placements expanded TwinSpires’ reach beyond the traditional betting audience, connecting with new readers through content that informs, educates, and inspires.

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Adapting to Major Events

Events like the Kentucky Derby demand meticulous preparation and execution. Adam noted how Fortis’ proactive approach mirrors the event’s own preparation:

“The extensive preparation starting months before the Derby is critical. Fortis Media excels at building momentum well in advance, which amplifies our success when Derby day arrives.”

From September prep races through May’s main event, the SEO plan is structured like a race season: long-term training with a goal of peak performance at the finish line.

Strategic Brand Positioning

SEO has been instrumental in positioning TwinSpires’ brand amidst fierce competition:

“Fortis effectively places our content on third-party platforms, reaching diverse audiences. Their content isn’t merely promotional, it’s educational and engaging, which naturally attracts and retains users.”

This subtle but powerful brand-building approach has paid off with consistent increases in awareness, trust, and registrations.

Exceptional Communication and Collaboration

Communication has been a key strength of the Fortis-TwinSpires partnership:

“Our weekly meetings focus on competitive analysis, KPI tracking, and industry insights. Fortis consistently provides detailed, up-to-date information and is responsive to strategic adjustments.”

Future-Proofing with AI and Innovation

Adam emphasized the importance of adapting to emerging trends like AI-driven search:

“The shift towards AI and evolving search behaviors is profound. Fortis Media actively monitors and adapts to these changes, ensuring we remain ahead. Our partnership is proactive, not reactive, which is vital in such a rapidly changing landscape.”

Fortis also helped pioneer several custom SEO tools with TwinSpires, streamlining processes and surfacing insights that previously went unnoticed.

Personal Impressions and Recommendations

Adam’s visit to the Fortis Media office in Vilnius left a strong, positive impression:

“Visiting Fortis solidified my view, they genuinely care about our success. Their team is skilled, passionate, and deeply committed.”

His advice to potential clients underscores the critical role of SEO:

“If you’re in sports betting or iGaming, investing in SEO is essential. Partnering with Fortis Media is a strategic decision that pays off. They’re not just executing tasks, they’re deeply invested in your business’s success.”

The Recipe for a Successful Partnership

Adam summed up the partnership perfectly:

“Our relationship is built on communication, mutual respect, and shared ambition. Fortis isn’t just an external agency; they’re a true extension of our team. They share our goals, struggles, and victories, which makes our combined success even sweeter.”

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Looking Ahead

The TwinSpires and Fortis Media collaboration is a testament to what’s possible when a shared vision meets deep expertise. As digital ecosystems grow more complex and competitive, brands that want to lead need the right partner behind them.

At Fortis Media, we’re proud to be that partner and we’re just getting started. If you have any questions about this iGaming case study, want to explore our expertise further, or simply discuss how to grow your iGaming business, please get in touch today.