What does an online casino need to be successful? This is a puzzle with a lot of parts, and most of them are almost identical - these are your players, who are not easy, but must be involved in order to start a business and not stop. In this article, we will talk about the main trends in online casino and sportsbook marketing .

An effective marketing plan is an absolute must in the gambling industry. In a time when players have virtually unlimited choices, getting attention (and keeping it) is a constant, unequal battle. Operators constantly have to look for new ideas to make the platform stand out. 

The first part of our material on marketing for casinos and bookmakers focuses on attracting customers: building traffic through partnerships with affiliates, optimizing a website for search engines, advertising on television, radio and social networks, as well as digital marketing techniques. 

Affiliate Marketing 

For casinos and sportsbooks to thrive, they need a steady stream of new players. Affiliates specialize in creating content that generates a lot of followers. They enter into partnerships to monetize their traffic, and if the partnership is on the right terms, it's an absolutely win-win deal.


Affiliate or affiliate marketing is a form of performance marketing in which affiliates earn a commission on traffic directed to the business, which in turn only pays for successful conversions. As a result, the advertiser can evaluate their marketing budgets, as well as compare the effectiveness of partners with each other. 

This type of marketing is common in many industries and is extremely popular in online gambling. The iGaming industry has a huge affiliate space with conferences and events attracting thousands of visitors annually. 


There are two types of online casino affiliate marketing.

The first is when affiliates unite into an affiliate network. The online casino signs an agreement with the network, and banners and other advertisements begin to appear on affiliates' online resources. Partners in the partnership find each other on aggregator sites that serve as a kind of online marketplace for such contracts.

The second is when affiliates enter the network under the direct control of the online casino brand. Then all traffic from the affiliate network goes exclusively to one resource. This way of working with affiliates is less common and is mostly used by large, established brands. 


Experienced players who want to share their tips, strategies, reviews and opinions about the world of online gambling often start their own blogs. As in any other area, they try to build enough traffic to monetize and start making money from advertising. Over time, they build a loyal group of followers, and their readers begin to trust their opinions and recommendations. 


Streamers are popular figures on the Internet who broadcast their process of playing in a casino, for example, in slots, live. Viewers connect to see the streamer's emotional reaction when hitting the jackpot, and to hear their opinions on the games they play. They comment on the gameplay and often compare the games with each other and give them ratings. They are easiest to find on YouTube, but they often post content on their websites as well.

Casino portals and review sites 

Online casino portals that open doors to the world of online gambling are a common affiliate option. Players visit these resources for news, reviews, and bonus information. On such portals, there are still forums where players can complain about the service provided. Thus, these sites often become a place for resolving conflicts between players and casinos. 

Gamblers value casino portals for finding anything there, so these sites make effective partners.


Gambling affiliates like https://thebestcanadiancasinos.com/ are not required to be associated with gambling only. Different online casino players may have dissimilar interests, so partnering with influencers and content creators in other areas will help attract new groups of players. Many influencers, such as musicians, professional fighters, auto specialists, and many others, whose audience overlaps with the audience of online casinos, can become excellent affiliates if the partnership is well organized.

Affiliate compensation models 

There are several models of affiliate compensation that are common in the gambling industry.

Revenue sharing (RevShare)

The Revenue Share model is a model in which affiliates receive a percentage of the money lost by the players they have raised in online casinos and sportsbooks. RevShare is the most used compensation method in the affiliate marketing world because it motivates affiliates to generate relevant traffic and attract long-term, engaged players. The more players lose, the more content creators get. 

Casinos prefer RevShare as they only pay for successful conversions instead of blindly spending money on marketing and hoping for results with their fingers crossed. RevShare is also good at helping you evaluate affiliates with each other and understand which one is best for promoting your platform.

The percentage of income that a partner receives usually ranges from 20% to 45%. Naturally, more experienced affiliates take a larger share of their work than newcomers looking for opportunities to work with big clients.


Pay Per Acquisition (CPA)

Pay Per Acquisition or Cost Per Acquisition (CPA) is a model in which affiliates are compensated for attracting leads who perform certain actions on the platform, such as making a deposit or registering.

Typically, the CPA model is used by experienced affiliates with a good reputation. Affiliate programs that offer CPA reimbursement usually do so on an individual basis. 

Hybrid model

Some affiliate programs offer a hybrid model, where affiliates receive both payment for actions and a percentage of the income received from the player. 

Search Engine Optimization (SEO)

What is SEO?

Search Engine Optimization or Search Engine Optimization (SEO) is the process of calibrating and optimizing a website to rank higher in the search results of Google, Bing, and other systems. SEO is an essential part of marketing strategy these days, when the common wisdom says that if you can't be found on the first page of Google, you don't exist at all.

Search engine optimization is handled by experienced professionals who carry out a variety of creative and technical tasks. Just cramming keywords on every page of your site may seem like a good idea at first, but it won't work and your traffic won't grow. When optimizing your site, remember that you are dealing with algorithms whose job it is to satisfy the user's needs and help them find what they are looking for. 

Trying to please everyone is not to please anyone. Generic keywords with high search rates are inevitably fraught with huge competition. Instead, clearly define your audience, research their tastes and habits, and pick the keywords that best suit them. 

The best keywords (and this is especially true for newer online casino brands) are long, detailed and specific queries. Despite the low traffic volume, they will help target your target audience with less fierce competition. 

There are several tools to help you find the best keywords for your platform. 

Doorway resources are web pages designed to rank high for search queries and then redirect the resulting traffic to another site. Search engines perceive such sites as a form of manipulation (in the same way as keyword overload) and actively try to avoid such sites in the SERP. Doorways are not a good method of driving traffic (you never know when Google is de-indexing them), but these pages are a good indicator of keyword value. 

High bids for advertising through Google Adwords are also a good indicator that a query is engaging customers.