iGaming Advertising Explained

iGaming Advertising Explained

HilltopAds about iGaming niches, payouts, landers, creatives, and legalization for affiliate marketers

Ladies and gentlemen, welcome to the article! Place your bets on what it will be about or cheat your way by keeping on reading.

The iGaming industry is a holy grail for affiliate marketing, as the users are super-engaged, aggressive ad formats are allowed, and payouts are generous.

In this article, we will elaborate on iGaming niches, dig deeper into its popularity, provide suggestions on landers and creatives, give you a devil dozen of tips & hints, explore iGaming regulation worldwide, and wrap things up with a few useful tools. We’ve got a lot of work to do, so let’s waste not a single minute anymore.

iGaming explained

Internet gaming, a.k.a. iGaming, is betting on the outcome of a game online. iGaming is an umbrella term for Betting and Gambling. These two in turn consist of online casinos, bookmaking, lotteries, sports fixtures, crash games, coin tossing — anything where the outcome is predominantly luck-based.

The highly engaging nature of iGaming enables using relatively aggressive ad formats. With HilltopAds, you can launch iGaming Push notifications, Banners, PopUnders, Direct links, and Video ads.

The industry of iGaming is projected to yield more than $100,000,000,000 in 2024. Each subsequent year is expected to increase the revenue further. The market is growing, and legalization worldwide is in place, including the USA and Brazil — some of the biggest GEOs in the world.

An average user spends $550 annually. Considering that about 26% of people, i.e., 1.6 billion, are gamblers, there is enough room to make a profit. Speaking of which, let’s talk about the most common payout models.

Payouts in iGaming

RevShare offers perpetual payouts of 20–50% on average. This model works best when you achieve a high retention rate: the more user spends over time, the more revenue you generate. Typically, the model might be initially locked and is reserved for those, who generate traffic of quality. While you can find 75% RevShare offers, keep in mind that the best ones in the long run are those, where both product owner and affiliate earn their fair cut.

Cost-Per-Action (Acquisition) gives $50–250 on average. This is a flat commission when the affiliate is paid once for a target action, which can be Single Opt-In (SOI), Double Opt-In (DOI), First-Time Deposit (FTD), Lead form, or many other CPAs. True, you can find payouts as high as €1,000, but remember that at the end of the day, conversion rate (CR) is what matters the most for long-term profit.

The hybrid model is the combination of RevShare and CPA. Each component typically pays out humbler than straight-up RevShare or CPA. But sometimes the Hybrid model offers genuinely better terms, plus it’s just more flexible and forgiving — you get to enjoy the advantages of both models. Here is an example of a Hybrid, offering $40 CPA + 30% RevShare.

Suggestions for iGaming Creatives

No misleading claims. You may omit some details, but refrain from lying, period. That’s paramount if you want to maintain your brand’s reputation and keep players coming back. When designing your creatives, consider the following approaches:

  • Capitalize on a win-win scenario: provide your users with free spins or prizes for that — freebies for them, money for you.
  • Bring on stories of success: this approach is a conversion bomb for Tier-3 GEOs, like India or Brazil, where people dream about becoming rich overnight.
  • Accentuate having fun instead of guaranteed winning: that’s a good way to deliver on your promise and engage the users simultaneously.
  • Personalize the message: research your GEO and target audience, as Gen X and Gen Z would most likely have different preferences. The same message applies to genders, speaking of which…
  • Keep your biases in check: while the share of gambling men doubles the same of women (69% vs. 36%), ladies do play nowadays.
  • Harness the power of Fear of Missing Out: the good ol’ FOMO is the secret conversion ingredient. Why would a person opt for your offer right away, if there is nothing at stake?
  • Use clear Call-To-Action buttons: the user wants to play here and now. Your job is to make sure they get what they want by making a succinct, big, and bright CTA.
  • Tip #8: numbers make anything look better and more credible. They work even better when you throw in a bonus or discount.
  • Include the stars: C. Ronaldo (or L. Messi 😜) for football, Natus Vincere (NaVi) for eSports, or just salacious models for… anything.
  • Pay attention to details when going native: for example, when mimicking a local newspaper, use corresponding fonts and complement the news about hitting a jackpot with the information of how the lucky winner plans to spend their prize.Gamify your ads: iGaming and Gamification are a match made in heaven. Complement your landers with a lucky wheel or card picking. This helps to engage your users early on, and improve the retention rate.

Suggestions for iGaming Landers

  • Aim at 3 seconds: your landers ought to convey all the info needed in 3 seconds. Don’t throw in too many visuals, clarity is of greater importance here.
  • Translate phrases instead of words: “withdrawal” might relate not only to funds but to military tactics as well. “Money withdrawal” on the other hand leaves no ambiguity, or at least diminishes it to an acceptable level.
  • Use local date format, currency, and grammar nuances: for instance, in French headings only the first letters are capitalized. Dollars might be the official currency of not only the USA but also Ecuador or New Zealand. Finally, 01/02/24 is February 1 in Europe but January 2 in the US.Don’t make them think: if you managed to evoke the emotions, the last thing you want is to force your user into thinking about how to launch a game. Keep the clarity of your landers as high as possible.

13 Things to Consider about iGaming

iGaming niches are diverse: online casinos, sports betting, poker, crash games, and eSports betting — they all rely on a unique set of settings, funnels, creatives and target very specific audiences. On the one hand, there is a lot of room to specialize in one niche, but on the other, shifting between the niches might take some time to get used to.

Competition analysis: analyze competitors' strategies, tactics, and performance to identify opportunities and differentiate your affiliate business. This is where SWOT analysis and Business Model Canvas can help you plan out things better.

Affiliate networks are your best bet: they provide creatives, tools, and guidance. Make sure to read the reviews, frequent forums, and ask fellows online to get as much info as possible. Remember that the same offer might be available on several networks, so if you feel uneasy — split your traffic between two partners to counter shaving and other mischievous activities. Pay close attention to the offer terms, conversion rate, and cookie duration.

In-depth exploration is better than money splurging: identify the target audience based on demographics, interests, and behaviors. Tailor marketing strategies and content to resonate with this audience. Consider factors like age, gender, interests, and preferred gaming verticals.

PPC channels deliver results now: HilltopAds helps with various promotional channels to reach potential players: Video, Display, Pop ads, In-Page Push notifications, and Direct links.

SEO and keywords are organic drivers: implement effective Search Engine Optimization (SEO) strategies to improve organic visibility and drive traffic to affiliate sites. Research relevant keywords, optimize meta tags and descriptions, and create high-quality content.

Content marketing is good for direct traffic: create engaging content that educates, entertains, and attracts potential players. Content formats may include reviews, guides, tutorials, news updates, and promotional offers. Optimize content for search engines and social media platforms.

Tracking and analytics are essential for data-driven decisions: implement robust tracking mechanisms to monitor campaign performance, track conversions, and optimize marketing efforts. Use analytics tools to gather insights into user behavior, engagement metrics, and conversion rates, like BeMob, Keitaro, AdsBridge, AppsFlyer, Voluum, RedTrack, Binom, or PeerClick.

Continuous learning brings the competitive edge: stay updated on industry trends, regulatory changes, and new technologies affecting the iGaming landscape. Attend industry conferences, join online communities, and network with other affiliate marketers.

Strong networking makes the affiliate marketing journey easier: foster positive relationships with iGaming operators, affiliate managers, and industry stakeholders. Communication, collaboration, and trust are essential for long-term success in the iGaming affiliate space.

Compliance and responsible gambling improve retention rate: adhere to ethical standards and promote responsible gambling practices. Display clear terms and conditions, age restrictions, and responsible gambling resources. Avoid misleading or deceptive marketing tactics.

Legal age might be not 18. Make sure to research your regulated GEO of choice to find out when people are allowed to place bets. It doesn’t always work upward, as, for example, in Malawi five-year-olds can place their bets. What did you do, when you were 5 years old 😂?

Dura lex sed lex (the law is harsh, but it is the law): understand the legal landscape in the target markets. Some countries have strict regulations or outright bans on online gambling. Ensure compliance with licensing requirements and advertising regulations by scrolling to the next section.

iGaming Legalization Status Worldwide

As of February 22, 2024, there are 79 regulated markets, 46 unregulated, and 70 banned. For your convenience, we’ve prepared the table with all these GEOs:


Not regulated


Africa: Angola, Chad, Mayotte, Comoros, Eswatini, Gambia, Ghana, Guinea, Kenya, Mauritius, Nigeria, Reunion Island, Rwanda, Senegal, Seychelles, Sierra Leone, Uganda, Zimbabwe

Asia: The Philippines (licensees may not accept locals), India, Georgia (land-based casino license required by law), Armenia

Europe: Austria (state monopoly), Belarus, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia (land-based casino license required), Czechia, Denmark, Estonia, Finland (state monopoly), France, Germany, Greece, Hungary (state monopoly), Ireland, Italy, Netherlands, North Macedonia, Poland (state monopoly), Romania, Spain, the UK, Gibraltar, Norway (state monopoly), Latvia, Lithuania, Macedonia, Moldova, Montenegro, Portugal, Slovenia, Sweden, Switzerland

North America: Antigua and Barbuda, Virgin Islands (USA), Belize, Saint Kitts and Nevis, Aruba, Canada, Curacao, Dominica (licensees may not accept local players), Dominican Republic (licensees may not accept local players), Greenland, Nicaragua, Panama, the United States

South America: Brazil, Colombia, French Guiana, Argentina, Falkland Islands, French Guiana, Suriname, Venezuela

Oceania: French Polynesia, Fiji, Vanuatu, New Caledonia, New Zealand, Papua New Guinea, Solomon Islands

Africa: Ethiopia, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Cape Verde, Central, African Republic, Congo, Djibouti, DR Congo, Eritrea, Equatorial Guinea, Gabon, Côte d'Ivoire, Lesotho, Liberia, Madagascar, Malawi, Morocco, Mozambique, Namibia, Niger, Sao Tome and Principe, South Sudan, Swaziland, Tanzania, Togo, Uganda, Western Sahara, Zambia, Zimbabwe

Asia: Mongolia

Europe: Andorra, Faroe Islands, Kosovo

North America: The Bahamas, Barbados, Bermuda, Costa Rica, Grenada, Guatemala, Haiti, Honduras, Saint Lucia, Saint Vincent and the Grenadines, Saint-Martin

South America: Bolivia, Ecuador, Guyana, Mexico, Paraguay, Peru, Falkland Islands

Oceania: Kiribati, Micronesia, Nauru, Northern Mariana Islands, Palau, Samoa, East Timor, Tonga

Africa: Algeria, Egypt, Guinea-Bissau, Libya, Mali, Mauritania, Somalia, South Africa, Sudan, Tunisia

Asia: Afghanistan,Azerbaijan, Bahrain, Bangladesh, Bhutan, Cambodia, China, Indonesia, Iraq, Iran, Israel, Japan, Jordan, Kazakhstan, Kuwait, Kyrgyzstan, Laos, Lebanon, the Maldives, Myanmar, Nepal, North Korea, Oman, Pakistan, Qatar, Saudi Arabia, Singapore, South Korea, Syria, Tajikistan, Thailand, Turkey, Turkmenistan, the UAE, Uzbekistan, Vietnam, Yemen

Europe: Albania, Cyprus, Iceland, Russian Federation

North America: Cuba, Guadeloupe, Martinique, Puerto Rico, Turks and Caicos Islands

South America: Chile, Ecuador, French Guiana, Uruguay, Trinidad and Tobago

Oceania: Australia, Samoa, Tuvalu

Hopefully, this list will help to plan out your iGaming campaigns better. Remember that the “not regulated” status does not prohibit online playing. In fact, this might be the best status for you, since you have to comply with fewer regulations and do as you please.

Useful resources

We’ve prepared a few useful links, when entering iGaming vertical, consider the following:

  • iGaming Business (iGB): a B2B magazine, founded in 2003 and focusing on the online gaming industry
  • Slotegrator: an interactive map, displaying iGaming regulation worldwide
  • American Gaming Association: an interactive map, displaying iGaming regulation in the United States of America
  • Zapsplat: free sound effects, like applause or wheel spinning
  • Pixabay: royalty-free image gallery
  • Google Trends: to bid on the right keywords

Coupled with HilltopAds expertise, these links will help to improve your performance and make your marketing journey more thought-out.


The iGaming industry is booming, set to surpass $100 billion in revenue by 2024. With legalization expanding globally, profit opportunities are abundant, driven by an average user spend of $550 and a vast gambling audience.

Payout models like RevShare and CPA offer different benefits, while creative strategies focusing on transparency, storytelling, and personalization enhance engagement. Effective marketing requires understanding niche markets, competitor analysis, and strategic partnerships with affiliate networks.

Compliance with regulations and responsible gambling practices is essential, alongside awareness of global legalization statuses. Luckily, HilltopAds is here to assist you at every step of your marketing journey. Contact us whenever needed — your profit is our biggest reward.