Casino & CRM Content Creator

WLC is a white-label online casino solutions provider. We design, build, and operate end-to-end casino platforms that enable our partners to launch and grow their own online casino brands. Our all-in-one solution combines technology, operations, and ongoing support, with a focus on reliability, scalability, and compliance.

WLC is a global business with a team of 110+ iGaming professionals. Our team operates across Europe, Latin America, the Philippines, and beyond.

Position Summary

We are seeking a Malta-based iGaming writer with proven experience in both casino & sportsbook content and CRM marketing campaigns. This role combines SEO-driven content creation with high-converting player communications across email, SMS, and onsite messaging.

The Casino & CRM Content Creator is responsible for creating, managing, and optimizing customer-facing content across CRM channels for the company’s online casino brands. This includes ensuring all messaging is engaging, conversion-focused, and aligned with brand voice, promotional strategies, and regulatory requirements.

Working closely with the CRM and Casino team, the role supports the execution of targeted player lifecycle campaigns aimed at increasing engagement, retention, and lifetime value. The ideal candidate has a strong understanding of the online casino and sportsbook player journey, promotional mechanics, and market-specific compliance requirements.

Key Responsibilities

Duties will include but are not limited to: 

• Plan, manage, and execute content across all CRM channels (email, SMS, push, in-app, and onsite messaging).

• Create, proofread, and optimize engaging, conversion-focused copy tailored to different brands, audiences, and player segments.

• Develop and adapt messaging for all player lifecycle stages (onboarding, activation, retention, reactivation, VIP).

• Collaborate with CRM teams to align messaging with segmentation, lifecycle strategies, and campaign objectives.

• Work closely with design, product, and promotions teams to ensure accurate and consistent communication of offers, bonus mechanics, and game launches.

• Maintain a structured CRM content calendar aligned with promotions, seasonal events, and product releases.

• Manage localization and translation workflows to ensure culturally relevant, market-specific messaging.

• Ensure all communications comply with responsible gaming standards and regulatory requirements.

• Maintain content consistency and version control across multiple brands and CRM platforms.

• Analyse campaign performance (CTR, engagement, conversion rates) and continuously optimize messaging.

• Identify opportunities to improve engagement through personalization and data-driven strategies.

• Create SEO-optimized content including casino reviews, slot/game guides, sportsbook pages, and betting content.

• Optimize content based on keyword strategy and search intent to support acquisition.

• Collaborate with CRM/retention teams to improve overall conversion, engagement, and player lifetime value.

Requirements

• Proven experience in iGaming content writing (casino + sportsbook)

• Hands-on experience writing CRM campaigns (email, SMS, push)

• Strong understanding of player behaviour and lifecycle marketing

• Familiarity with bonuses, promotions, and betting mechanics

• Knowledge of SEO principles and content optimization

• Excellent written English

• Must be located in Malta.

Benefits

• Competitive salary and benefit package
• Hybrid working environment
• Modern Office