iGaming in affiliate marketing: how to succeed in the niche

What is iGaming in affiliate marketing?

iGaming is a vertical in affiliate marketing area, uniting under the term the products and services related to online casinos and sport betting activities. The industry includes various parties: brands, operators, affiliate programs, CPA and advertising networks that specialise in the iGaming traffic. In affiliate marketing the iGaming niche is often used to describe CPA-offers related to both Gambling and Betting verticals.

iGaming is also a vast affiliate marketing community that regularly holds all manner of Gambling and Betting related conferences with industry experts, marketers and entrepreneurs. Such events are taking place all over the world regarding any iGaming traffic area as the industry itself develops at a rapid speed along with new products. So do the iGaming trends, an important part to pay attention to in a very fast changing market like this.

What is RichAds?
🔝 High quality push and pop ads,
🔼 domain redirect and native traffic source,
🔝 buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
⏫ domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
⏫ ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.

Is iGaming vertical even worth your attention?

Currently the online Gambling market is expanding in all directions, as for now its revenue is expected to reach $97 billion by 2024 with the next 5-year annual growth rate at 6.4%! According to RichAds platform’s reports on the best geos and verticals, almost every region now is of interest from North America to Europe, Asia and Africa as Gambling ads find targeted audiences practically anywhere.

Important to consider the recent changes into online casino and bookmaker regulations across many countries of South America, Europe, CIS and Asia. For example, Brazil being a highly trending geo for iGaming offers for the past 2 years, in December 2023 introduced a so-called ‘Law on bets’ that would allow local brands to operate upon licensing. Such relaxations of laws might lead to attracting new brands, services and products along with engaging new audiences.

iGaming traffic peculiarities in affiliate marketing

By overall observation, the average iGaming offers’ audience consists primarily of males in their 20s, of course not without exceptions. For example, according to Start.io’s reports on gambling users in Indonesia, young women make 68% of them there. Such details are important to consider while preparing iGaming ads creatives to directly address the audience.

How country Tiers affect advertising online casino and sports betting offers

The affiliate marketing classification of geos by Tiers applies to iGaming vertical as well while also having additional meaning. Basically, a Tier might indicate the generalised perception of such activities by gamblers themselves. For example, the lower Tier iGaming audiences take gambling as a risky way to earn some money, while the higher Tier countries’ users gamble just to have fun. Addressing the correct basic point of interest might sufficiently increase response and conversion rates for your ad campaigns.

You can learn more about regional promotion specifics in our recent article on differences between Tier 1, Tier 2 and Tier 3 geos in affiliate marketing!

Advertising restrictions on popular traffic sources

Such ad platforms as Facebook and Google Ads evaluate the promotion content according to strict guidelines, including those powered by local legal status of online casinos and bookmakers. Eventually, any popular traffic source aims to restrict Gambling ads making a marketer’s day full of avoiding bans and setting up cloaking. Gambling advertising networks like RichAds make the exception by offering alternative ad formats and independent moderation policy for promoting iGaming offers.

What is RichAds?
🔝 High quality push and pop ads,
🔼 domain redirect and native traffic source,
🔝 buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
⏫ domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
⏫ ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.

Common payout models for iGaming offers

iGaming is among the top verticals in affiliate marketing and that increases industry standards pretty fast. Affiliate programs and CPA networks provide various conversion models for marketers, while for iGaming traffic the most popular are:

• CPL (Cost per lead).
  The conversion model by which the targeted action is users’ contact details such as email or phone number. For iGaming offers the leads might be the ones who complete registration on online casino or sports betting platforms.
• FTD (First time deposit).
  A very popular payout model which prioritises the very first payment performed by a lead from the iGaming advertisements.
• RevShare (Revenue share, %).
  This model guarantees paying marketers a percentage from the revenue of the once redirected player.
• Hybrid (CPA + RevShare).
  The hybrid conversion flow might combine the mentioned commission types and pay for each or in total accordingly. For example, some iGaming offers might offer a first deposit + customer lifetime value percentage cooperation plan.

Effective sources for iGaming traffic

Emphasising the fact that popular traffic sources like Facebook and Google Ads pose severe challenges in advertising iGaming offers, marketers turn to less strict advertising means. Such could be advertising networks like RichAds that possess traffic volumes sometimes exceeding the popular platforms and allow to run campaigns by more welcoming content guidelines.

For example, among the best traffic sources for iGaming offers are:

• Native ads in Telegram Mini Apps.
  A revolutionary advertising format by RichAds that allows to show ads on Telegram Mini Apps (mostly clickers). The Telegram advertisements in mini-applications look somewhat similar to push notifications while already providing potentially interested players acquisition. For now, we are the first and only ad network to launch this format and already this Telegram traffic exceeds 70 million users worldwide! The minimal cost per click on Telegram ads at RichAds starts from $0.015.
• Push advertising notifications.
  The attractive looking creatives of push ads provide a perfect entry point for gambling audiences, calling into the advertising funnel. Push traffic addresses the already interested users as such notifications require people to accept receiving them on a publisher’s website. This feature allows push traffic to accumulate a vast audience size as users keep receiving notifications as soon as they turn online regardless of the page. There are over 220 geos available for iGaming promotion on push ads at RichAds, while the price starts from $0.005 per click.
• Popunder (clickunder) ads.
  The pop ads traffic especially for the iGaming niche covers the entire world as this is one of the most affordable and effective formats. The only required creative for popunders is a landing page that users get redirected to after clicking anywhere on a publisher’s site with a special script. The landing page, sometimes a pre-lander, presents the offer straight away which approaches the impulsive audiences well and shows an overall high CR. At RichAds pop advertising demonstrates high performance for online Gambling offers and costs minimum $0.5 by CPM payment model.

What is RichAds?
🔝 High quality push and pop ads,
🔼 domain redirect and native traffic source,
🔝 buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
⏫ domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
⏫ ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.

5 tips by RichAds on how to advertise iGaming vertical in affiliate marketing

Since we have been working with iGaming traffic for years now while marketers constantly launch advertising campaigns all over the world, we can share some expertise on how to run Gambling ads on our platform. Below you will find top 5 advices on iGaming advertisements by RichAds!

1. Ask managers about converting traffic sources and optimal campaign settings

After a deposit from $500 on your RichAds account, you will be assigned a personal manager who will assist you with advertising campaign launching and setting up, along with sharing whitelists. Managers can also help with choosing the optimal bid, evaluating the daily budget and adjusting optimization parameters. Currently, we also provide free creatives for marketers who desire to test our new Telegram ads in mini-applications!

2. Launch in Performance Mode to increase optimization efficiency

This optimization flow is set to determine and add fresh whitelists of top converting sources into the ad campaigns on a weekly basis. Performance Mode automatically evaluates if the publisher or website bring results and prioritise them among other sources. This mode is available for all users at RichAds and matches both newbie and experienced marketer’s needs of comfortable and efficient optimization.

3. Add 5-10 creatives to address various audiences

To cover as much attention from gamblers as possible, it’s important to add several creatives (recommended from 5 to 10) that target different kinds of players. The same goes to the landing pages as well, but with an exception that for pop ads it’s required to run separate campaigns for testing multiple landers. Approaches must address similar but diverse categories of players, for example, based on socio-demographic parameters or intentions of the gamblers in the targeted region.

4. Separate mobile and desktop devices targeting campaigns

It’s highly recommended to divide campaigns that are aimed for mobile and desktop devices at RichAds to prevent from overpaying for traffic. The CPC and CPM bids on different devices might vary, which could pose challenges during costs optimization on sources. Plus to that, the audiences of Gambling ads who play on web and mobile might not merge and be separate player bases.

5. Utilise auto optimization tools to determine the best performing sources

Our platform also features several optimization tools for seamless optimization process on automated basis. Target CPA mode will be adjusting the bids on parameters to increase performance from sources. You might also set up Automated rules that will filter traffic sources into white- and blacklists by set performance criterias. Micro bidding instrument allows you to set custom bids on targeting options manually to prioritise driving traffic from profitable sources and not overpay for non-converting ones.

The features are available only after connecting one of the supported conversion trackers on RichAds platform. That is required to automatically adjust campaign parameters with all the neccessary information on traffic performance collected by ad trackers!

What is RichAds?
🔝 High quality push and pop ads,
🔼 domain redirect and native traffic source,
🔝 buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
⏫ domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
⏫ ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.

Where to find iGaming offers?

To get your hands on online casino and sports betting offers you might address affiliate programs or CPA networks that operate within the iGaming industry. For example, Yellana CPA network that was launched by RichAds in 2023, is specialised in online Gambling vertical featuring over 700 exclusive offers. Don’t forget to check what sources are approved for promotion in each affiliate network, as some CPA platforms might reject certain traffic.

Additionally, you might find hot Gambling offers in our article on the best CPA offers for affiliate marketers that we regularly update with our partners!

Where to buy iGaming traffic?

RichAds is a recognized top Gambling advertising network that has been operating with iGaming traffic across various formats since 2018. We are regular guests at iGaming conferences and events where we share our expertise along with winning awards such as for ‘The best iGaming traffic source’ by SiGMA Europe 2022! Among other recognition is first place at ‘The best break out traffic source’ competition by Affiliate World Dubai 2024.

We have been providing users with the opportunity to drive traffic on iGaming offers from high efficiency ad formats like push and pop ads for years now, with starting price of CPC $0.005 and CPM $0.5 respectively. Currently, we are the only seller of Telegram ads in mini-apps, a unique traffic source by RichAds that targets the most popular clickers’ audience and costs minimum $0.015 per click. The minimal deposit to start on the platform is $150 and supported payment methods include wire transfer, bank cards, Capitalist, Payoneer.

You can learn more on traffic volumes and prices on the Insights panel at RichAds ad network. There, we display up-to-date data on our traffic and how much it costs sorted by ad formats and geos!

What is RichAds?
🔝 High quality push and pop ads,
🔼 domain redirect and native traffic source,
🔝 buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
⏫ domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
⏫ ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.

Online casino and sports betting ads examples in affiliate marketing

In this part you will find some examples of commonly used creatives and promotional pages approaches for iGaming vertical explained by RichAds!

1. Push ads creatives examples for iGaming ads

The Gambling ads creatives on push notifications are expected to attract users by addressing them with a short sum-up on the offer and catchy call-to-action. The popular approaches emphasise various elements like high RTP, betting odds and bonuses upon registration. iGaming audience is vast and very diverse, so it’s better to try utilising all available approaches in the campaigns to determine the ones with the highest response rate.

2. Pre-landing pages examples for online Gambling and Betting offers

Such pages are very popular for iGaming offers promotion as they help users to better understand the offer by interactive elements or other advanced engagement increasing activities. Leads usually get redirected to the pre-landing pages by clicking an advertisement or straight away from publisher’s website in case with pops, so occassionally they become the entry point into the funnel. Commonly, pre-landing pages offer users free spins on a fortune wheel for bonuses or prizes upon registration. After completing all the interactions, users get redirected to the landing page to proceed the conversion action.

3. Landing pages examples for online casino and sport betting promotion

The end-point of the iGaming advertising funnel is a landing page that presents the final offer to the user. Gambling ads landing pages usually consist of a catchy headline, registration form highlighting and a strong call-to-action (CTA). This is the place where gamblers must complete the conversion action, so it should push players towards it as naturally as possible. Sometimes, landers become the very first stage, such as with pop traffic, so for this kind of occassions it’s better to follow certain check-up rules:

• Make sure the page is correctly localised.
  The landing page must be completely translated into the required language so users don’t experience inconveniences while exploring the offer. Also, check if all the locally popular payment methods are displayed as users generally prefer familiar ways to interact with online activities.
• Optimize page loading speed.
  No one will wait for an advertisement page to load, especially if they just got redirected to it directly from pops out of blue. It is recommended that the landing page’s loading time should be less than 1 second, as it’s the optimal time to appear for users and have a chance to attract them before being closed. For a fast hosting service you might look up TimeWeb, while to decrease server response time connect VPS or CDN, for example, Cloudflare.

Conclusion

Online gaming activities for money like Gambling and Betting are thriving in affiliate marketing in 2024, bringing a lot of innovative products and partnership possibilities across the globe. From iGaming operators to regular marketers, everyone is experiencing the industry development, but still there are many who struggle entering the niche. Here, we talked about everything one needs to know about iGaming traffic in affiliate marketing for a successful advertising journey!

We at RichAds have been providing quality iGaming traffic across every ad format of ours for a few years now, collecting experience and making industry observations. With us you can launch an advertising campaigns in Telegram Mini Apps, push, in-page, pop, redirect and native traffic for over 220 geos from Tier 3 to Tier 1! Advertise iGaming offers on top traffic by RichAds!

What is RichAds?
🔝 High quality push and pop ads,
🔼 domain redirect and native traffic source,
🔝 buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
⏫ domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
⏫ ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.