What is iGaming in Affiliate Marketing

iGaming is a rapidly growing market of online gambling activities such as casino games, sports betting, and poker. With the evolution of digital technologies and global internet accessibility, this high-ROI niche has become attractive to millions of users worldwide. For advertisers, iGaming offers vast opportunities to test different strategies and generate quick profits.

In this guide, we, the experts at ROIads ad network, will thoroughly explore all aspects of the iGaming vertical. We’ll cover the main types of games, market regulations, and effective tactics for media buyers. iGaming is a market with immense potential, and now is the perfect time to enter it and capitalize on its growth.

What is iGaming Vertical

iGaming, or online gambling, represents a global digital industry of internet-based gaming. This vertical includes online casinos, sports betting, poker, lotteries, and many other forms of gambling. Essentially, iGaming and gambling are synonymous terms that describe the same realm of online entertainment.

As technology and internet accessibility have advanced, iGaming has evolved into a global industry with impressive figures. According to Statista, the global online gambling market reached $74.2 billion in 2024, and it is projected to grow to $145.6 billion by 2029. This steady growth is driven by increased internet availability, the rising number of smartphone users, and a growing interest in online entertainment.

These figures demonstrate that the iGaming market is far more than just entertainment — it’s a massive business opportunity for media buyers. Affiliates and advertisers can implement various strategies to attract users and maximize profits. The earlier you enter this fast-growing industry, the more opportunities you’ll have to capitalize on its potential.​

What Types of Games Are Included in the iGaming Vertical?

iGaming encompasses a wide variety of gambling activities, each offering a unique experience for users.

1. Online Casinos

Online casinos remain the most popular form of iGaming. Players can enjoy games such as slots, roulette, blackjack, poker, and many others from the comfort of their own homes. Technologies like blockchain and Random Number Generators (RNG) ensure fairness in gameplay and transaction security.

2. Sports Betting

Sports betting is one of the fastest-growing segments of iGaming. Users can place bets on the outcomes of sports events like football, basketball, and horse racing. Interest in esports and fantasy sports is also growing, attracting a new and diverse audience.

3. Poker

Online poker continues to hold an important place in iGaming. Players compete in real-time in popular formats such as Texas Hold’em and Omaha. Tournaments with large prize pools draw both professionals and casual players.

4. Lotteries

Online lotteries allow players to participate in major international draws and instant-win games directly via the internet. This segment is growing in popularity due to its ease of participation and quick results.

5. Bingo and Other Games

Skill-based games like bingo, as well as card games and chess, are also part of the iGaming vertical. While these games may not be as widespread as casino or sports betting, they have a dedicated audience.

Why is the iGaming Niche Growing?

The growth of the online gambling industry can be attributed to several key factors:

• Technology: The development of the internet and mobile devices has made gambling more accessible than ever. Players can now engage in iGaming activities from any location and at any time.
• Convenience: Online platforms operate 24/7, allowing users to play whenever and wherever they prefer. This flexibility appeals to modern players looking for immediate entertainment.
• Innovation: Technologies such as Virtual Reality (VR) and blockchain are enhancing the gaming experience by making it more interactive and transparent. Blockchain, for example, provides secure and verifiable transactions, which increases trust in gaming platforms. 
• Global Reach: The legalization of iGaming in various countries is expanding the market, with significant growth occurring in regions such as Europe, North America, and Asia. This widespread acceptance is opening up new opportunities for both players and advertisers.

iGaming Regulation: What is the Legal Status of Gambling in Different Countries?

The regulation of iGaming varies significantly depending on the country and region. This is due to differences in legal systems, cultural norms, and approaches to gambling. In some countries, gambling is fully legalized and strictly regulated, while in others it remains prohibited or lightly controlled.

Understanding these differences is critical when selecting geos for your future advertising campaigns in the gambling vertical. A smart choice of regions with favorable legal frameworks can significantly increase the effectiveness of your activities.

Europe — The Leader in iGaming Regulation

Europe is one of the most progressive regions when it comes to iGaming regulation. Countries like the United Kingdom, Malta, Sweden, and Gibraltar offer the most reliable and strict licenses for operators, making these jurisdictions highly attractive for international companies.

• United Kingdom: The UK Gambling Commission (UKGC) is one of the most respected regulators in the world. The UKGC ensures compliance with fair play standards, player protection, anti-money laundering policies, and operator responsibility. A UKGC license is considered the gold standard for reliability.
• Malta: The Malta Gaming Authority (MGA) is well-known for its licensing approach. Malta is an international hub for iGaming operators due to its low taxes and clear regulatory requirements. MGA licenses many major companies, including online casinos and sportsbooks that operate globally.
• Sweden: In 2019, Sweden introduced a new licensing system for online gambling, allowing operators to obtain Swedish licenses to legally operate in the country. The regulator, Spelinspektionen, focuses on player protection and responsible gambling.
• Gibraltar: Despite its small size, Gibraltar is recognized as one of the world’s main centers for online gambling, thanks to its flexible tax system and strong regulatory framework.

North America — A New Wave of Legalization

In North America, iGaming regulation varies significantly between the United States and Canada.

• United States: In the U.S., online gambling regulation is handled at the state level, resulting in a wide variety of laws. For example, states like New Jersey, Nevada, and Pennsylvania have fully legalized online casinos and sports betting, with their regulators strictly overseeing operators. In contrast, states such as Texas and Utah still prohibit gambling entirely. Notably, a 2018 Supreme Court ruling gave each state the right to independently regulate sports betting, leading to a wave of legalization across the country.
• Canada: In Canada, iGaming is also regulated at the provincial level. The province of Ontario recently introduced its own licensing system for iGaming operators through the Alcohol and Gaming Commission of Ontario (AGCO). This allows licensed operators to legally offer their services to players in Ontario.

Asia — A Complex and Diverse Market

Asia is one of the most challenging and heterogeneous markets for iGaming, where laws and their enforcement vary significantly.

• Philippines: The Philippines is one of the few places in Asia where online gambling is legal and regulated. The Philippine Amusement and Gaming Corporation (PAGCOR) licenses both local and international online operators. This has positioned the Philippines as a major hub for operators targeting Asian markets.
• China: In China, online gambling is strictly prohibited. The only exceptions are state-run lotteries. The Chinese government actively blocks international websites and prosecutes players who attempt to participate in online gambling.
• India: The regulation of online gambling in India remains ambiguous. Some states, like Sikkim and Nagaland, have legalized online casinos and sports betting, while in other parts of the country, such platforms remain illegal.

Africa — An Emerging Market

The regulation of gambling in Africa is also gradually evolving, although with a wide variety of approaches:

• South Africa: Online sports betting is legal in South Africa, and local operators can obtain licenses. However, online casinos and other forms of gambling remain prohibited.
• Nigeria: Nigeria is the largest online gambling market in West Africa. Despite the underdeveloped regulatory framework, some operators continue to operate legally thanks to the National Lottery Regulatory Commission.

Australia and Oceania

• Australia: In Australia, gambling regulation is enforced at the federal level through the Interactive Gambling Act 2001. Online casinos are prohibited for Australian residents, but sports betting and lotteries are legal and regulated by the authorities.
• New Zealand: New Zealand allows its residents to gamble on foreign online platforms, though local operators are restricted to offering only state-run lotteries and sports betting.

Key Features of the iGaming Vertical in ROIads

At ROIads advertising network, where affiliate marketers and teams can buy Gambling traffic for casino promotion, we place special emphasis on the gambling and betting verticals. These are our primary focus areas, through which we deliver the highest volumes of traffic for advertisers.

• Our top geos for сasino vertical include countries such as Indonesia, Philippines, Thailand, Bangladesh, and Turkey.
• Meanwhile, the top geos for sports betting vertical are South Africa, Bangladesh, Thailand, Mongolia, Burkina Faso, and Azerbaijan.

These regions are characterized by a high demand for gambling, making them particularly attractive for your future advertising campaigns.

Brief Overview of the ROIads Ads Network

ROIads is an advertising network specializing in delivering traffic through formats such as push and pop ads. These formats are highly effective for the gambling vertical due to their ability to grab users’ attention and generate a high level of engagement and response.

Unlike platforms such as Facebook and Google Ads, ROIads offers minimal restrictions, making it easier to launch campaigns without running into issues with moderation or approvals. 

• Push: This format allows short, vibrant messages to be delivered directly to users’ screens, making it ideal for attracting new players to casino or betting platforms. Push notifications are effective due to their high visibility and direct contact with the user, ensuring immediate engagement.
• Pops: Pop ads open a new window behind the active browser, offering a subtle but noticeable way to draw attention to casino or betting offers. The main advantage of pop ads is that they don’t require complex creatives. All you need are well-designed pre-landing and landing pages that capture attention and quickly lead users to the desired action.

Key advantages of working with ROIads:

Effective Strategies for Promoting iGaming: Tips for Advertisers and Media Buyers

We’ve explored the potential of iGaming in affiliate marketing and understood the advantages of using the ROIads advertising network for launching such campaigns. Now, let’s move on to practical tips for those who are inspired and ready to work in this niche. While the iGaming niche is undoubtedly one of the most profitable, success depends on leveraging effective creative approaches and properly configuring your advertising campaigns.

How to Promote iGaming? The Key to Winning Over Your Audience

For media buyers or advertisers, the primary task is attracting the right target audience — one that is ready to register, make a deposit, or start playing. This requires a deep understanding of your audience and a creative approach. In the iGaming vertical, it’s essential to consider the following factors.

• Study Your Audience: The core iGaming audience typically falls into two categories: players seeking profit and the thrill of gambling, and those who play for entertainment. It’s crucial to distinguish between these motivations and create tailored creatives for each group.
• Use Bonuses and Promotions: One of the most effective promotional tools is offering bonuses and promotions. Advertising campaigns that emphasize “free spins,” “deposit bonuses,” or “exclusive offers” are highly effective at attracting new users and encouraging them to register.
• Create a Sense of Urgency: In the iGaming vertical, it’s vital to create a sense of urgency or uniqueness. For example, ad creatives can include countdown timers for the promotion’s end or exclusive offers for the first 100 registered users.

Top 6 Ideas for iGaming Creatives with Push Ads

High-quality push creatives play a key role in successful gambling promotion campaigns. They must instantly capture attention, deliver a clear message, and motivate the audience to take immediate action. Based on our experience, we’ve compiled six popular approaches that will help you create effective creatives.

1. Focus on Big Wins and Attractive Bonuses

The first category of creatives emphasizes the promise of large wins and exclusive bonuses. Bright images of happy winners paired with phrases like “Win a Million Easily!” or “Exclusive Bonus to Start” stir excitement and curiosity. These creatives are designed to appeal to users seeking quick, easy earnings. A call-to-action (CTA) like “Try Your Luck” serves as a powerful motivator for those who crave the thrill of gambling.

2. Use Slot Machine and Casino Visuals

This set of creatives focuses on classic casino symbols like slot machines, roulette, and the “777” icon. These familiar visuals instantly signal a gambling theme and help attract experienced players. Bright and dynamic images of the gameplay evoke a sense of fun and excitement, making the ads visually appealing. The call-to-action (CTA) “Register and Get Bonus” further encourages users to take immediate action.

3. Limit Offers by Time

Creating a sense of urgency is one of the most effective ways to prompt users to act immediately. These creatives focus on time-limited offers, using phrases like “Only Today!” or “Hurry Up!” Adding visuals of countdown clocks enhances the urgency and encourages quick action, making this approach perfect for short-term promotions or exclusive bonuses that require immediate engagement.

4. Feature Cash and Guaranteed Rewards

Using images of cash and bank transfers is a powerful tool in the gambling space. These creatives emphasize guaranteed bonuses and 100% rewards, attracting users looking for risk-free opportunities. Familiar visuals of money transfers and banknotes, combined with messaging about guaranteed wins, build trust and motivate users to take advantage of the offer.

5. 100% Bonus for Everyone

Creatives featuring messages like “100% Bonus for Everyone” or “Get Your Bonus After Registration” appeal to a wide range of users by promising rewards for all. The use of emojis and friendly faces grabs attention and evokes positive emotions. Calls to action such as “Register Now” or “Claim Your Bonus” motivate users to seize the opportunity and move towards registration without delay.

6. Offer Personalized Bonuses

Creatives focused on exclusive offers, such as “Only Today!” create a sense of a unique opportunity available to only a limited number of users. These creatives push the audience toward immediate action, as users fear missing out on an exclusive reward. Using CTAs like “Play and Win” or “Claim Your Bonus” makes the process easy and appealing for the user, driving engagement and boosting conversions.

Tips for Pre-Landing and Landing Pages in Popunder Ads

When launching advertising campaigns using popunders, special attention should be paid to the quality of pre-landing and landing pages. These pages play a crucial role in conversion, as their task is to engage the user as much as possible and quickly guide them toward taking action.

1. Pre-Landing: Capturing Attention

The goal of the pre-landing page is to engage the user and spark their interest within seconds. The visuals should be bright and intriguing, such as a spinning wheel or an appealing bonus offer. It’s crucial to immediately highlight the benefits, like free spins, registration bonuses, or instant winnings. The user should see the promised reward and understand that registration will bring them tangible advantages. The text must be short and clear, encouraging action, with calls to action like “Try Your Luck” or “Get Your Bonus Now.”
Tip: Use animated elements like spinning wheels or pop-up prompts to keep attention and increase engagement.

2. Landing Page: A Simple Path to Registration

The landing page should focus on simplicity and clarity. After the pre-landing page has captured attention, the landing page must smoothly guide the user towards action. The information should be minimal: a registration form, bonus details, and a button for the primary action. The fewer distractions, the better — the faster and easier the registration process is, the higher the likelihood of conversion.

Tip: Break the process into a few simple steps with minimal input fields (e.g., name, email, password) and add visual markers that highlight the benefits — such as bonuses or free spins after registration.

Nuances of Launching Advertising Campaigns in the iGaming Niche

Launching an advertising campaign in the iGaming vertical requires special attention to a number of nuances that can significantly affect the efficiency and effectiveness of the ads. Here are several key points to consider when starting campaigns in this vertical:

1. Choose the Right Geos and Pay Attention to Regulation

Before launching a campaign, it’s essential to understand the regulatory environment and demand in the target countries. For example, in countries like Indonesia, the Philippines, and Thailand, there is a high demand for gambling, but you must also consider local laws regarding gambling ads.

2. Audience Segmentation

A successful iGaming campaign requires thorough audience segmentation. Divide your target groups based on their preferences, analyzing geos to determine their tier: some players seek quick wins, while others play for entertainment. Segmentation allows for more precise targeting, increasing conversion potential.

3. Creatives and Testing

Before launching, it’s crucial to create multiple creative variations and conduct A/B testing. iGaming creatives must be vibrant, dynamic, and instantly grab attention. Headlines and texts should focus on bonuses, instant wins, and strong calls to action. In one campaign on ROIads, you can upload up to 10 creatives.

4. Technical Targeting Setup

Make use of all available targeting tools when launching your campaign, including device, geo, OS, time targeting, and other parameters. This will help you aim your campaign more precisely at the intended audience.

5. Budget Optimization

At the beginning of the campaign, it’s advisable to use broad settings and a lower budget to test different traffic sources. As data comes in, you can increase the budget on the best-performing sources and optimize bids accordingly.

6. Using Micro Bidding

Micro bidding is an essential tool for optimizing bids across different traffic sources. It allows flexible bid management based on each source’s performance and increases bids where traffic delivers the best results. This feature helps you avoid spending on less effective sources and focus on maximizing ROI.

7. Using Whitelists and Blacklists

For more accurate campaign targeting, use whitelists and blacklists. Whitelists help focus on the best-performing traffic sources, while blacklists eliminate underperforming or problematic ones. You can always request ready-made lists from your personal manager at ROIads to improve campaign efficiency.

8. Monitoring and Optimization

After launching your campaign, it’s crucial to continuously monitor its performance. In the iGaming vertical, metrics can change quickly, so regularly tracking CTR, CPA, and CR data is essential. ROIads offers comprehensive real-time analytics, allowing you to make timely adjustments and optimize your campaign.

Conclusion

We’ve explored the iGaming vertical in great detail, covering its vast potential, the key strategies, and practical insights into launching successful campaigns. With this knowledge, you’re now equipped to approach gambling campaigns like a pro.

Now is the perfect time to tap into this rapidly growing market. Whether you’re a seasoned media buyer or new to the iGaming space, ROIads offers the tools and premium traffic sources you need to drive high performance. Join us today and start monetizing traffic from one of the most lucrative verticals in the industry!