Grandstand CEO: SEO Will Remain Essential Despite Challenges

Grandstand CEO Kevin McCrystle asserted on the company's analyst call that search engine optimization (SEO) will remain a crucial component of their strategy despite ongoing challenges. Speaking on 13 August, McCrystle acknowledged the need to diversify beyond organic search to navigate potential impacts from future Google search updates.

Impact of Regulation and Market Dynamics

Addressing concerns on offshore spam across international markets, McCrystle indicated improvements in Google’s handling of spam. However, he noted regulatory hurdles in certain regions, such as the UK, where cost per acquisition (CPA) has decreased by around 15%. Despite these setbacks, North America's market exhibits significant growth, including in the SEO segment.

"It's not down everywhere," McCrystle stated, highlighting that SEO remains integral to their future plans. Grandstand aims to lessen its reliance on SEO by developing direct user relationships, enabling the sale of subscriptions, fintech products, and event tickets, alongside affiliate platforms.

Industry Shifts and Competitive Pressures

SEO faces increasing pressure from the emergence of zero-click results and large language models (LLMs). Manuel Stan, CEO of Catena Media, recently emphasized a need to reduce dependency on SEO. Similarly, previous remarks from Charles Gillespie, former Grandstand CEO, echoed concerns over Google's actions regarding affiliates in the black market casino sector.

The European Commission's antitrust probe into Google at the end of 2025—investigating potential violations of competition law—underscores the broader challenges affiliates face in leveraging SEO effectively.

Financial Performance Amidst Transition

Financially, Grandstand reported a Q2 revenue of $37.8 million, a 5% decrease year-on-year. This decline stemmed from reduced marketing revenue, though offset by growth in data revenue. Adjusted EBITDA dropped 44% to $7.7 million, with a gross profit dip of 14% to $31.8 million. Despite these figures, Grandstand maintains its full-year revenue guidance between $165 million and $170 million, with adjusted EBITDA expectations of $45 million to $50 million.

Strategic Rebranding and Future Outlook

Last month marked a significant change as the company rebranded from Gambling.com Group to Grandstand, signaling its strategic pivot and future growth ambitions. Looking forward, McCrystle remains optimistic about SEO, even as the company diversifies its revenue streams further.

In summary, SEO remains a key part of Grandstand's approach, although balanced with new strategies to mitigate the risks associated with its exclusive reliance on organic search.