The online gambling and iGaming industry has experienced tremendous growth in recent years, with more and more countries legalizing and regulating online gaming. This presents a huge opportunity for affiliate marketers looking to tap into this lucrative niche. However, succeeding in iGaming affiliate marketing requires a deep understanding of the industry, the key markets, and the most effective strategies and tactics.
In this article, we will take a deep dive into the iGaming affiliate marketing space. We'll explore the current state of the vertical, analyze the top geos, and share insights and advice from industry experts on what it takes to succeed in this competitive space. Whether you're an experienced affiliate marketer or just getting started, this guide will provide you with valuable information.
The current state of the iGaming industry
The global online gambling market has been on a steady upward trajectory and is expected to continue growing in the coming years. This presents an enormous opportunity for affiliates as iGaming operators rely heavily on the performance marketing model to acquire new players.
Several factors are driving this growth:
- Increasing legalization and regulation of online gambling in many countries
- Rapid advancements in mobile app technology making online gaming more accessible
- Changing attitudes and greater social acceptance of online gambling
- The COVID-19 pandemic accelerating the shift from offline to online entertainment
As more countries legalize online gaming, new markets are opening up, presenting fresh opportunities for iGaming operators and affiliates alike. The United States, in particular, has seen massive progress in recent years, with several states now allowing online sports betting, poker, and casino games. Latin American countries like Brazil and Mexico are also moving towards regulation, while established markets in Europe continue to thrive.
Understanding the differences between players from different regions is crucial for affiliates targeting these markets. For example, while European players are generally aware of the legality of gambling in their countries, many American players are still unaware that they can legally participate in iGaming in regulated states. Educating the audience and considering the unique traits of each market, such as cultural preferences, payment methods, and local regulations, is essential for crafting effective marketing strategies.
Choosing the Right sub-niche: Casino vs. Sports Betting
Another important consideration for iGaming affiliates is which vertical to focus on: online casino games or sports betting. While there are opportunities in both verticals, they each come with their own unique challenges and advantages.
Online casino
Online casino is the easiest vertical for new affiliates to break into, thanks to its simple concept and broad appeal. All you need to do if you're working with AI gaming, you need to find appropriate, really nice creative for the local players. Once you find an appropriate, really nice creative for the local brand, you'll be amazed with the results
Online casino games also offer the advantage of being "evergreen," meaning that they can be promoted year-round without the seasonal fluctuations that come with sports betting.
Sports betting
On the other hand, sports betting offers the opportunity to capitalize on the excitement and engagement surrounding major sporting events. A well-timed campaign around the World Cup, Euros, or the Super Bowl can generate a surge of traffic and new player sign-ups.
However, sports betting also requires a higher level of knowledge and expertise, both in terms of the sports themselves and the various betting markets and options available. Affiliates need to be able to speak the language of sports bettors and provide value through expert picks, analysis, and insights.
Ultimately, the choice between casino and sports betting (or pursuing both) depends on the affiliate's own strengths, interests, and target markets.
Choosing the right affiliate programs and partners
With so many iGaming brands and affiliate programs to choose from, how can affiliates ensure they are working with the right partners? The expert panel offered several key criteria to consider when evaluating potential affiliate programs.
- Brand reputation and longevity
One of the most important factors to look at is the brand's reputation and how long they have been operating in the market. Affiliates should wary of brand new operators with no track record. It's important to work with good products who divide the budget on two parts: first part on affiliate, second part on marketing, if the product does it, you'll have good LTV, you'll have good conversion, and this will make your life as an affiliate much better.
Another crucial consideration is whether the brand holds the necessary licenses and certifications for the markets they operate in. Working with fully licensed and compliant brands not only protects the affiliate from legal risks but also helps to build trust and credibility with players. Many gambling authorities share the information of licensed service providers publicly. For example, if you are working with the UK market you can use this website to check if the gambling service provider is licensed. If you are working with other geos, try to search for the gambling authority name of that country and search their website for a list of licensed operators.
Before signing on with an affiliate program, it's essential to carefully review the terms and conditions of the agreement. 99.9% of people in the world never review the terms. When you go to work with the affiliate program, please read the terms. Some operators promise a lot of KPIs but they may actually be included in the real partnership agreement, which in the end, after you go to the point where you need to get paid, will be a bad joke for you.
If any terms are unclear or raise red flags, don't hesitate to ask for clarification or walk away from the deal. It's better to be safe than sorry when it comes to your business and your income.
- Diversification and risk management
Finally, don't put all your eggs in one basket. Working with multiple affiliate programs and brands can help to diversify your risk and income streams. It also allows you to compare performance and identify which partners are delivering the best results for your traffic.
Minimizing the risk of non-payment and ensuring a steady income stream is a top priority for iGaming affiliates. Conducting thorough research before partnering with an advertiser is essential. Key factors to consider include the advertiser's track record, licensing, and terms and conditions. Building a strong personal brand and maintaining open communication with affiliate managers can also help mitigate risks and foster long-term, mutually beneficial partnerships.
Consistently delivering high-quality traffic is the best guarantee of getting paid. By focusing on the lifetime value (LTV) of players and working with reputable products, affiliates can establish a solid foundation for success. Monitoring key metrics, such as click-to-registration and registration-to-deposit ratios, can help affiliates optimize their campaigns and ensure they are driving valuable traffic that meets advertisers' expectations.
We made lists of the best advertisers in the casino and sports betting niches. You can check them out here:
Emerging traffic sources and advertising trends
As the iGaming industry grows and evolves, so too do the opportunities for affiliates to reach and acquire new players. Staying on top of emerging traffic sources and trends is essential for staying ahead of the competition and driving long-term success.
- The rise of influencer marketing
While organic traffic generated by content sites has been the primary driver in the past, influencer marketing is rapidly gaining traction and has already surpassed organic traffic volumes in some cases.
By partnering with popular influencers in the gaming, sports, and lifestyle verticals, affiliates can tap into engaged audiences and benefit from the trust and credibility that influencers have built with their followers. However, it's important to choose influencer partners carefully and ensure that their content and audience aligns with your brand and target market.
Affiliates should use influencer partnerships to expand their reach and engage with their target audience effectively. Influencers can help build trust and credibility, as their followers often perceive their recommendations as more authentic and trustworthy compared to traditional advertising.
- New platforms and opportunities
New traffic sources, such as Telegram stories, are also emerging as promising channels for iGaming affiliates. Telegram, with its recent launch of Telegram Stories, is one platform to watch.
Other platforms like Twitch, TikTok, and messaging apps like WhatsApp also have several new features that present opportunities for affiliates to reach new audiences and promote iGaming brands in innovative ways. The key is to understand the unique characteristics and user behavior on each platform and tailor your approach accordingly.
When it comes to ad creatives and angles, aligning the advertising funnel with the promoted product or bonus is crucial. Breaking the logic of the funnel can lead to poor results and high bounce rates.
Affiliates should also be mindful of the specific regulations in each geo, such as restrictions on bonus promotions, to avoid compliance issues that could jeopardize their partnerships with advertisers. Adapting creatives to local preferences, such as featuring popular sports teams or celebrities in sports betting ads, languages, payment providers, etc can significantly boost engagement and conversion rates.
Top Geos for iGaming
To succeed in iGaming affiliate marketing, it's crucial to understand the unique characteristics, preferences, and behaviors of players in different geographical markets. Let's take a closer look at some of the top geos for iGaming:
1. United Kingdom
The UK is one of the most mature and lucrative online gambling markets in the world. With a well-established regulatory framework and a population that enthusiastically embraces online betting, the UK presents a great opportunity for affiliates.
Key insights:
- Sports betting, especially football, is hugely popular among British players
- Casino games and online slots also have a significant player base
- UK players value trust, security, and responsible gaming practices
- Bonus offers and promotions are effective but must adhere to strict advertising rules
To succeed in the UK, affiliates must focus on creating high-quality, engaging content and offering unique value propositions to stand out from the crowd. Compliance with the UK Gambling Commission's regulations and guidelines is essential to maintain a sustainable presence in this market.
2. Sweden
Sweden is another strong, regulated market in Europe with a thriving online gaming industry. Swedish players are known for their high levels of digital adoption and openness to online entertainment.
Key insights:
- Online casino games, particularly slots, are favorites among Swedish players
- Esports betting is growing rapidly in popularity, especially among younger demographics
- Swedish players appreciate transparency, fairness, and socially responsible gaming
- Localized content and payment methods are important for building trust
Affiliates targeting the Swedish market should prioritize partnering with licensed affiliate programs/ casino operators and create content that promotes responsible gambling practices. Compliance with the Swedish Gambling Authority's regulations is essential to maintain a presence in this market.
3. Germany
Germany is another mature iGaming market in Europe, with a significant player base and a regulated environment. German players are known for their preference for high-quality products and a seamless user experience.
Key insights:
- Online sports betting is popular, with football and handball attracting the most players
- Slot games dominate the online casino vertical in Germany
- German players value privacy, security, and prompt payouts
- Understanding and adhering to the strict regulatory requirements is essential
4. United States
The US iGaming market has been rapidly expanding as more states legalize online gambling. Since the U.S. Supreme Court overturned PASPA in 2018, many states have moved to legalize and regulate sports betting, with some also allowing online casino games. This has opened up massive new opportunities for affiliates.
Regulation also brings compliance challenges. Affiliates need to navigate restrictions on advertising, understand licensing requirements, and ensure responsible promotion of gambling. Regulatory environments vary significantly by country and region.
Every year, we have new states getting licenses, and we see some projects which are growing very big and working with the whole US.
However, many Americans, even in regulated states, are not yet aware that they can legally gamble online. Educating consumers and navigating the complex patchwork of state-by-state regulations is a crucial role for affiliates in the US market. While regulations vary by state, the potential is immense as awareness and acceptance of online gaming grows.
Key insights:
- Sports betting is the largest vertical, driven by the popularity of leagues like the NFL, NBA, and MLB
- Casino games, especially slots, are gaining traction in states where they are legal
- US players are value-driven and respond well to bonuses, free bets, and promotions
- Tailored content and geotargeting are key to success in this diverse, state-by-state market
5. Brazil
Brazil is on the cusp of regulating its online gaming market, with the potential to become one of the largest in Latin America. As the regulatory framework takes shape, first-movers have an advantage in capturing market share.
Key insights:
- Football betting reigns supreme in this geo, given the nation's love for the sport
- Casino games, poker, and bingo are also popular verticals
- Mobile penetration is high, making mobile-first strategies crucial
- Localization, including Portuguese language content and local payment methods, is essential
6. India
India is another emerging market that has great potential in iGaming. Like Brazil, India is a vast country with a diverse population, requiring affiliates to understand and cater to regional differences in player preferences and behaviors.
- Cricket is a particularly popular sport in India
- Affiliates targeting this market should consider incorporating cricket-related themes and events into their marketing strategies.
- Understanding local payment methods and cultural nuances is also crucial for success in the Indian market.
Succeeding in these diverse markets requires a deep understanding of local player preferences, cultural nuances, and regulatory landscapes. Affiliates who can adapt their strategies, create tailored content, and build trust with their target audiences will be well-positioned to capitalize on the immense opportunities in the iGaming space.
Expert insights and advice
To gain further insights into what it takes to succeed in iGaming affiliate marketing, we reached out to several industry experts. Here are some of their top tips and recommendations:
1. Focus on value and trust
The key to long-term success in iGaming affiliation is building trust with your audience. Provide genuine value through your content, only recommend reputable and licensed operators, and always prioritize responsible gaming practices. When you put your audience first, the revenue will follow.
2. Localize your content and strategies
One size does not fit all in iGaming. Each market has its unique player preferences, cultural nuances, and regulatory quirks. To succeed, you must localize your content, tailor your promotions, and adapt your strategies to resonate with your target audience in each geo.
3. Stay on top of industry trends and changes
The iGaming landscape is constantly evolving, with new markets, regulations, and technologies emerging all the time. To stay ahead of the curve, affiliates must be proactive in staying informed about industry developments, attending conferences and events, join online affiliate marketing forums for the iGaming niche like AGD Forum and network with other professionals. Adaptability is key in this dynamic space.
4. Diversify your marketing channels
While SEO and content marketing remain important, the most successful iGaming affiliates are diversifying their marketing mix. Explore paid media, social media, email marketing, and even offline channels to reach your target audience. Continuously test, refine, and optimize your campaigns to find the right balance for each market
5. Prioritize mobile optimization
With the majority of online gaming now happening on mobile devices, affiliates must prioritize mobile optimization across their websites, landing pages, and marketing campaigns. Ensure your content loads quickly, displays properly, and provides a seamless user experience on all screen sizes. Mobile-first thinking is no longer optional – it's a necessity.
6. Invest in data and analytics
Data is the lifeblood of effective affiliate marketing. Invest in robust tracking and analytics tools to monitor your campaigns, identify top-performing content and promotions, and make data-driven decisions. The insights gleaned from your data will help you continuously improve your strategies and stay ahead of the competition.
By following these expert recommendations and adapting them to your specific target markets and audiences, you can position yourself for success in the competitive world of iGaming affiliate marketing.
Conclusion
The iGaming industry presents a wealth of opportunities for savvy affiliate marketers who are willing to put in the time and effort to understand the nuances of this complex and dynamic space. By staying on top of industry trends, localizing your strategies for key geographical markets, and continuously testing and refining your approaches, you can carve out a profitable niche in the world of online gambling.
As the industry continues to expand and evolve, the most successful affiliates will be those who prioritize trust, value, and responsibility above all else. By putting your audience first, staying compliant with regulations, and adapting to the ever-changing landscape, you can build a sustainable and rewarding iGaming affiliate business for years to come.
