Warren Raaff

Professional background

Warren began his career in 2010 at Terranova, where he built a strong foundation in content writing across press releases, newsletters, and campaign materials, developing the ability to write clearly and at scale.

In 2013, he joined Ogilvy Public Relations as a Content Specialist, producing long-form content, blog posts, and digital copy for major brands while gaining experience in tone, audience targeting, and integrated campaigns.

He moved to Hellocomputer in 2016 as a Content Lead and Digital Copywriter, working across high-volume digital platforms and SEO-driven content. During this time, he developed a strong understanding of performance content, structuring content for readability, engagement, and search visibility across large-scale websites.

In 2019, Warren joined MSL (Publicis Groupe) as an Editorial & Content Director, leading content strategy and thought leadership across multiple industries. Alongside this, he expanded his iGaming expertise through freelance work focused on sportsbook and casino content.

As a freelance writer, Warren has worked extensively in the iGaming space, producing SEO-optimised content tailored to international markets. His work includes non-GamStop casino content, payment method guides, bonus breakdowns, and operator reviews, all written with a strong focus on clarity, compliance, and user value.

What Makes Warren An Expert

Warren’s expertise lies in combining editorial quality with performance-focused iGaming content. He understands how players search, what drives engagement, and how to structure content that balances compliance with conversion. His experience across SEO, PR, and digital campaigns allows him to create content that ranks well, reads naturally, and delivers measurable results.

Warren’s Top Tips

• Focus on value, not just volume: Content should solve a specific user need, whether that’s finding a trusted site or understanding a bonus
• Make bonuses clear and transparent: Clear explanations of wagering requirements and terms build trust and improve engagement
• Structure content for scanning: Strong headings and flow improve both SEO performance and user experience.
• Keep compliance in mind: Good iGaming content balances promotion with accuracy and responsible messaging.
• Optimise continuously: Content should evolve based on performance data, trends, and user behaviour.

Work Experience

Freelance – iGaming & SEO Content Writer (2018–Present) MSL (Publicis Groupe) – Editorial & Content Director (2019–Present) Hellocomputer – Content Lead / Digital Copywriter (2016–2019) Ogilvy Public Relations – Content Specialist (2013–2015) Terranova – Writer (2010–2012)

Education

University of Johannesburg – Bachelor’s Degree in Journalism

Q&A

Why did you get into iGaming content? It combines strategy, psychology, and performance. You’re writing for users who want clear answers quickly, and the content needs to deliver both usability and conversion.

What makes effective betting or casino content? Clarity and trust. If users understand the offer, the platform, and the terms, they’re far more likely to engage.

How do you approach SEO in iGaming? Start with intent. Understand what the user is looking for, then structure content to answer that clearly while supporting rankings through formatting and keyword use.

What advice would you give new players? Take time to understand bonuses and terms before playing. The details matter more than most people realise.