Online Casino Affiliate Program: Excellent Traffic Conversion at Minimal Costs
The rapid development of digital technologies is giving gambling platforms’ owners new and more efficient ways to get online traffic. Modern operators have practically ceased to attract an audience on their own, shifting this task to partner networks and affiliates.
Affiliate Network from the Inside: The Principles of Its Operation
Affiliate services are a special format of marketing cooperation between an owner of a gaming project and a webmaster.
| The scheme of working with a gambling affiliate program | |
| The selection of a partner | A casino owner chooses the optimal cooperation model and forms a package of advertising materials. After registering in the system, the operator sends marketing proposals to the desired partner |
| The attraction of online traffic | An affiliate publishes the materials provided on his or her site. Besides, the partner is engaged in attracting active users. He or she arouses customers’ interest, motivates them to take a particular action, and creates a comfortable environment for communication |
| Active action | A potential client sees the ad and takes the action the advertiser needs (follows a link, registers on a gaming site, makes a deposit, etc.) |
| The accrual of commissions | An operator of a gaming platform pays monetary rewards to its partners for the traffic received. Affiliates are also interested in attracting active gamblers since the sum of fees depends on the volume and quality of online traffic |
The Situation on the Gambling Affiliate Market in Figures
The total turnover of the gambling industry in 2020 reached $2.262 trillion. The net revenues of gambling operators amounted to about $400 billion. More than $65 billion came from the online sector. At the same time, almost all traffic comes from affiliate networks.
Casino affiliate programs have been actively used by regional and international operators since 2014.
Here are the sums of average checks relevant for operators using casino affiliate programs in 2024:
- 15–100 dollars — the amount of payments to webmasters for attracted clients from Asia and Eastern Europe;
- 100–200 dollars — an average commission for users from the USA, Canada, Western Europe, and Great Britain;
- 1–3 dollars — the cost of attracting one player from the Russian Internet segment;
- 10–15 dollars — the price for involving one gambler from Europe and the USA.
Casino Affiliate Program: The Most Popular Payment Models
Affiliate services are divided into several types, depending on the proposed payment system.
In 2024, the following models are considered the best ones in the gambling market:
- Cost per Action (CPA). The service works in conjunction with targeted advertising offers. It pays webmasters only for certain actions performed by a client on an operator’s website (registration, depositing, participation in a specific game, etc.). The peculiarity of the model is a very short payback period.
- Revenue Share. The casino affiliate program is focused on organic online traffic and long-term engagement. The tool is widely used along with SEO promotion. A webmaster is paid a lifetime percentage of an establishment’s revenue from the attracted client.
- Hybrid. This is a complex model combining multiple pay-out options including RevShare and CPA. Most often, a package with hybrid tariffs is set on individual terms. The contract contains a clause on insurance against unpredictable traffic losses (for example, a webmaster covers a casino's expenses for large pay-outs to customers).
Besides the above-described models, the following types of affiliate programs are often used in the market:
- PPC (reward for clicks on advertising materials);
- PPV (payment for displaying banners on a webmaster's resource);
- PPS (commission from sales);
- PPL (payment for a specific action by analogy with the CPA model);
- referral system (internal rewards for attracting new affiliates).
The Most Effective Types of Advertising and Sources of Gambling Traffic
The best casino affiliates offer their customers a huge selection of marketing tools. The most popular of options are:
- banners (photos or videos with a brief description of services, new promotions, or brands’ offers);
- search forms (special programs for collecting primary information about users without the obligatory direct transition to an operator's website);
- link mass (direct text or graphic links to go to a seller's resource);
- widgets (graphic elements with information about an operator's website and his or her offers).
Affiliate networks are actively integrating new marketing programs, continuing to work with classic arbitrage formats.
According to statistics from Pin-UP Partners, more than 90% of traffic falls on the mobile segment in 2024. Therefore, the following sources bring the highest conversion:
Social Media
Despite strict limits on running gambling projects and a ban on the promotion of gambling services in some countries, Facebook is considered one of the most popular platforms for advertising casinos on social networks.
The service offers participation in its affiliate network with lots of advertising materials and powerful analytics.
Situational marketing is widely used to work with the platform. This is a type of interaction with the target audience. Its main task is to get ahead of competitors' offers.
In fact, a partner does not advertise a website directly, but the news from the world of gambling, offered by a customer. This solution provides more options for customising personal filters and allows operators to:
- promote their brands with minimal investments;
- expand the geography of the market;
- gain the trust of the audience quickly;
- find out the needs of customers unobtrusively.
Google Ads and Contextual Advertising
This is a set of ads that are shown to users based on their interests, search queries, and online behaviour. Contextual advertising consists of a headline, ad text, and a direct link to a seller's website.
Here are the advantages of these tools:
- marketing proposals are shown to interested users who are looking for similar goods and services;
- payments for the advertising are carried out according to the PPC scheme (only if a user clicks on an ad and goes to a customer's resource);
- an operator chooses the maximum allowable price per click independently.
Mailing in Messengers
This is a relatively new method when a webmaster works with a ready-made user base. His or her task is to generate targeted offers and send them to potential customers via mobile platforms.
As a rule, entertainment Telegram channels, specialised news sites, and mobile landing pages with high-quality information content bring the highest conversion.
SEO Traffic
Almost all niche tools are aimed at getting the fastest possible result. SEO promotion is an exception here. Its effectiveness can be assessed only after 4-6 months. Moreover, a well-structured program will continue to attract online traffic even several years after its launch.
According to research by marketers Pin-Up Partners, monthly investments in SEO are more than $3 million. The return of the program is more than 1,000 first deposits from the whole volume of new gamblers.
Criteria for Choosing a High-Quality Affiliate Network
It is worth making a final decision in favour of a particular service only based on a thorough analysis of such factors:
System Orientation
There are a lot of multidisciplinary programs in the market. However, specialised networks adapted to the gambling industry are the best variant here.
If there are too many different types of offers in a platform’s catalogue, a potential client will not be able to navigate the system easily. Besides, he or she will risk getting non-core traffic that does not generate income.
Geo
According to PMaffiliates reports, the highest traffic rates are brought by the emerging markets currently: Ukraine, India, Kyrgyzstan, etc.
Affiliate programs focused on specific regions should provide their clients with the following tools and services:
- the adaptation of advertising materials to the local language;
- the publication of announcements according to the time zone of a particular country;
- the use of Geo instruments in ads;
- the analysis of the local market’s peculiarities (for example, statistics on the prevailing types of traffic, approximate user profiles, frequency of visits, etc.).
Catalogue of Tools
An online casino with an affiliate program should have such features:
- A module for processing general statistics. These are complex databases that reflect the effectiveness of current strategies (from the number of clicks on an advertisement to the sum of all bets since the start of cooperating with a webmaster).
- Analytical data on gamblers. A multi-level program is used for assessing the actions and behavioural reactions of each client. When applying the tool, you can predict user activity schedule, the likelihood of a subsequent return to the platform, as well as the need to expand or customise bonus offers.
- Cohort analysis. This is a traffic volume indicator for a certain time. The main task of the program is to calculate the player's average check and the frequency of bets.
- Additional reporting. The catalogue of a system may contain various auxiliary services, for example, statistics on referral transfers, filters for analysing mobile traffic, analytics on promotions, reports on “negative” players for a certain time, etc.
Pay-Out Format
One of the key indicators of a high-quality affiliate program is the availability of reliable and secure payment instruments. The more services are available, the wider the audience outreach.
The list of the most popular and recognisable solutions includes:
- bank transfers from plastic and electronic cards Visa/MasterCard;
- international online services (Skrill, Neteller, others);
- regional payment systems (Maestro, UMoney, etc.);
- programs with support for cryptocurrency transactions (PayPal, WebMoney, and others).
Technical Support
The operator of a gambling platform should be able to contact the support service at any stage of working with the program. Moreover, clients of a system should be provided with optimal solutions to standard tasks and constant feedback from personal managers for resolving atypical issues.
Some platforms, in addition to customer support, offer participants specialised cases and advanced training programs.
The Main Things about iGaming Affiliate Programs
Participation in casino affiliate programs is one of the most convenient, safest, and fastest ways to receive high-quality traffic.
- The average check for attracting a new player using an affiliate program is $1–3 for the Russian-speaking market. The price for a gambler in other countries is about 10-15 dollars. At the same time, the profitability indicator can make up more than 1,000% for experienced affiliate marketers.
- The best affiliate models in 2024 are CPA, RevShare, and hybrid. These types of programs will allow you to get the optimal result in a short time and carefully monitor the attraction costs.
- Social networks are one of the most popular online traffic sources. Almost all platforms offer a large selection of built-in marketing services. However, Facebook remains the best solution here (even though there are some significant restrictions on gambling advertising).
- When choosing an affiliate program, it is imperative to consider Geo characteristics. The service must provide up-to-date language packs, programs for publishing materials following the time zone of the desired country, and adapt ads to local market specifics.
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