CPA Networks
Ad networks
Let’s dive deeper into the gambling vertical definition through types of offers, traffic sources, creatives and advertising strategies.
Gambling Vertical Meaning
The Gambling vertical in affiliate marketing is the nice that covers various forms of online gambling, including casino games, card games like poker and blackjack, bingo, lotteries and more.
This diverse range caters to a broad audience, with each type of game attracting a different demographic. For instance, online casinos appeal to those who enjoy the thrill of slot machines and roulette, while poker and blackjack are favored by players who appreciate strategy-based games. Bingo and lotteries attract those who prefer games of chance with simpler rules.
While Betting falls under the category of gambling, it is also considered an independent vertical that entails its own approaches and strategies. If you want to learn more about promoting betting, you can read our comprehensive guide.
Cost Models for Gambling Vertical
In affiliate marketing, gambling offers operate primarily under 4 cost models:
- CPA (Cost Per Acquisition). Affiliates are compensated when completing a targeted action by users, for example making a deposit;
- RevShare (Revenue Share). Affiliates receive a percentage of the revenue generated by the player over their lifetime;
- Hybrid. A blend of CPA and RevShare, where affiliates get an upfront payment per player and then a revenue percentage over time;
- CPL (Cost Per Lead). Affiliates are paid for each lead who signs up and confirm their email address.
Target Audience for Gambling Vertical by Age and Gender
Gambling is often clouded by biases. It’s essential to put aside these prejudices and focus on the facts and statistics instead.
1. Age
The restrictions don’t apply only to people under 18 years old. All countries have their own laws in terms of the allowed age. The Greek government permits gambling from the age of 23, whereas in India, the legal age is 21.
Additionally, it’s important to note that these age restrictions can vary not just by country, but also by type of gambling. For instance, some jurisdictions may have different legal ages for participating in lotteries, casinos, or online betting. Moreover, certain regions might have specific regulations for foreign tourists, potentially differing from the rules applied to local residents.
2. Gender
There is opinion men is the only audience of money games platforms. However, the number of women interested in gambling is gradually increasing. According to UKGC data, about 40% of UK gambling activity is now carried out by women. Popular games among women are bingo and slots.
How to Make Money in the Gambling Vertical?
First of all, you need to find offers. It’s recommended to join an affiliate network that cooperates with direct advertisers, collects their offers and provides marketers with it. Usually these offers are unique and exclusive, so you won’t find them in public resources.
There is a list of the Best 13 Gambling CPA Networks that you can join to find lucrative offers from direct advertisers.
Then define the best traffic sources. Today affiliates choose social networks, SEO, teasers, push notifications, popunder, and other ways to attract users.
Choose the creatives that help to attract users and retain them until they make a purchase. There are diverse approaches how to make the creatives:
- Personalization: Use personal addresses in order to entice people. And the best way to use push notifications;
- Win-win solution: Show the uniqueness of the offer, suggest users a win-win game or lottery. Everyone likes gifts, so users will be happy to take part in Gambling activities;
- Storytelling: Tell users the story about an ordinary man who won a great sum of money like a million or even more. Don’t forget to add a name and a GEO of the person, for example, Jose from Brazil. This technique not only catches the attention but also forms a trust users relationship to the offer;
- CTA (Call to action): Use imperatives in your creatives. Also you can add emphasize like “right now”, “today” to grab the attention;
- Questions: To capture the interest of the audience, it’s essential to address the topics that resonate with them, such as their desire to earn money quickly. Ask a question and provide an answer immediately in the creative.
If you don’t have a possibility to make creatives by yourself, ask for help from the affiliate manager of your CPA network or program. But check the provided creatives to answer the criteria we’ve described above.
Traffic Sources for Gambling Vertical
Before considering the most promising, in our opinion, gambling ad networks, let’s give a chance to other familiar ways of promotion.
Classical channels to advertise Gambling
Here, we mention the most obvious traffic channels: Google Ads, YouTube and social networks.
1. Google Ads and YouTube
Google, together with YouTube, is considered to be the largest ad platform in the world. But it also has one of the toughest rules for the gambling sphere and absolutely reduces gambling ads for major markets like the UK, US, and Australia.
To promote casinos, an advertiser has to receive a proper Authorized Buyers certificate issued by Google. And even then, further restrictions may be applied depending on the GEO targeting. So all your great efforts finally may lead to nothing. Anyway, it doesn’t mean you shouldn’t try and test the platform.
2. Social Networks
Social networks don’t favor gambling ads. For example, the policy of TikTok states that the “promotion, sale, solicitation of, or facilitation of access to casinos, gambling activities, sports betting, fantasy sports, lotteries, whether it’s an online or land-based establishment, where there is money cashing in and out is prohibited.” However, advertisers still contrive to promote their offers there with cloaking tools, creating fake profiles, account pharming, etc.
Indirect advertising
Two popular forms of indirect advertising are Search Engine Optimization (SEO) and influencer marketing.
1. SEO
In light of severe restrictions, many casinos base their promotion on their own websites. They develop the SEO core vastly and make the site super easy to be found and mega-friendly for users. The aim is to hit the highest lines in the search engine results on the most common search queries and implement direct user acquisition.
2. Influencers
it is typical for many users to do a little research before spending money. So they start from looking for ratings, listings, thematic forums, and reviews to find the best casino referring to needed region, preferences, and payment capabilities.
In such an environment, influencers come on stage. This is about well-known persons whose opinions affect and even determine where players would try their luck. Therefore, any contemporary gambling website has to be listed in different reviews shooted by influencers.
Affiliate marketing
While casinos and gambling portals are under strict jurisdiction in most countries, affiliate marketing is becoming the number one channel that generates quality traffic. Just as other traffic sources, ad networks also have some restrictions to promote gambling offers due to laws, nevertheless they give more freedom for advertisers.
How to Advertise Gambling Vertical: Ad Formats
Push notifications (including in-page push), pop ads, and direct click ads (domain redirect) are among the advertising formats that work well with gambling themes. These formats have their own advantages, since when they are used, no special restrictions are imposed on advertising, compared to other traffic sources.
1. Classic push ads and in-page push
Push notifications play a pivotal role in effective gambling advertising. These notifications directly reach users, capturing their attention with compelling headlines, personalized content, and enticing incentives. Users need to subscribe to receive push notifications.
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The format gaining momentum as a highly effective advertising format is an in-page push ads. They appear within the user’s browser, delivering relevant information and promotional content. They offer a non-intrusive way to engage users and don’t require a subscription.
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Advertisers can use both push and in-page push notifications to enhance their gambling advertising strategies.
2. Pop ads
Pop ads also known as pop-up ads or pop-up windows, is also a viable format for gambling advertising. These ads appear in separate windows or tabs, typically triggered when a user clicks on a link or interacts with a website. Pop ads can deliver targeted messages and promotions to users, providing an opportunity for increased engagement.
Top Gambling Ads examples
When creating gambling ads, especially in the form of push notifications, consider these practices:
- Promote a win-win scenario
- Share success stories
- Emphasize entertainment and fun
- Personalize the appeal
- Create a sense of urgency
- Use clear call-to-action
The following step of the funnel is the gambling target page. Align with your target audience to hit the nail on the head.
Examples of Pre-Landing Pages and Landings for Gambling Vertical
Since the majority of your potential customers are men, the approach using images of girls always works.
Additionally, the numbers are attractive too when they indicate the discount or bonus amount.
By understanding and implementing gambling advertising ideas, you can capitalize on the evolving landscape of online gambling advertising, delivering ads that not only attract but also engage and convert users.
Best GEOs for Gambling Vertical
The gambling market consists of the following regions:
- Tier 1 countries. Leaders in the gambling industry (US, UK, AU, JP, DE);
- Tier 2 European geos. The loyal audience to casino offers (FR, ES, IT, PT, HU);
- Tier 3 Asian countries. Low competition and light regulations (IN, ID, BD, TH, PH);
- LATAM markets. Fresh geo targeting for affiliates (BR, MX, AR, UY);
- CIS regions. Lower operating costs and access to emerging markets (RU, UA, KZ, UZ).
