iGaming affiliate marketing refers to the “iGaming” vertical (the activity of playing games for money, prizes, or rewards) in the online gambling industry. Affiliate marketing, in this case, is a form of recruiting new players through personalized links, that attribute the referred player to the partner who referred them.
Casino games, poker, sports betting, and other games of chance or skill are good examples.
This vertical is popular among iGaming affiliates because it is a rapidly growing, high-income sector. However, high payouts imply stringent approval requirements, stiffer competition, and tighter regulations across the globe.
But, if you know what you’re doing and can find the right offers to promote, you can make a lot of money in this vertical.
In this article, we’ll look at what the iGaming vertical in affiliate marketing is, why you – as a partner, should promote and profit from it.
What does iGaming mean?
iGaming refers to the act of gambling online, which can range from betting on sports to playing casino games. This industry has grown in popularity in recent years, thanks partly to its convenience.
Because so many people now own smartphones and laptop computers, it is easy to access online gambling sites from anywhere. And with apps that allow you to play for real money, you don’t even have to leave your house.
There are numerous types of online gaming, ranging from online casinos to multiplayer games, and it is estimated that there are more than two billion active iGamers worldwide. Despite its popularity, online gambling remains a contentious issue, with some countries outlawing it entirely.
The gamers industry is becoming more popular worldwide due to factors such as technological advancement, increased gambler trust in online payments, and increasing digital culture.
iGaming Facts
After the United States Supreme Court ruled in 2018 that sports betting is legal, online gambling companies began expanding their sports betting sectors, contributing to the iGaming industry’s market expansion.
The market is booming and expected to expand further in the coming years. More than 30 new igaming markets have emerged since 2015. According to VIXIO Gambling Compliance, online gaming and gambling revenues in the US market alone will exceed $18 billion by 2025!
With so much room for expansion, it’s no surprise that many affiliate marketers are looking to enter the gambling and gaming vertical. It’s a tempting market to enter because of the high payouts and simple approval process.
The global online gambling industry is expected to be worth more than $92.9 billion in the United States by 2023.
The market is worth approximately 59 billion dollars, implying that it will double in the next decade or two.
iGaming Niches to Focus On
The niches that fall under the iGaming and online casino verticals are as follows:
| iGaming Niche | Affiliate Strategy | Benefits |
|---|---|---|
| Sports Betting 🏀 | Partner with sports influencers, provide exclusive promo codes, and offer high commissions for sign-ups. | Increased exposure, higher conversion rates, and strong community engagement. |
| Slots 🎰 | Create engaging content like slot tournaments and offer attractive bonuses for affiliates to promote. | Attracts high-traffic players, boosts player retention, and increases revenue. |
| Blackjack 🃏 | Provide strategy guides, exclusive tables, and high commissions for affiliates. | Engages strategic players, enhances brand loyalty, and boosts player retention. |
| Roulette 🎡 | Offer unique roulette variants, high commission rates, and exclusive bonuses. | Attracts diverse players, increases engagement, and boosts brand reputation. |
| Lotto / Lottery 🎟️ | Promote big jackpot draws, offer syndicate options, and provide affiliates with engaging promotional materials. | Attracts a broad audience, boosts ticket sales, and increases site traffic. |
| Bingo 🎱 | Create community events, offer attractive bonuses, and provide affiliates with social sharing tools. | Builds a loyal community, increases player interaction, and enhances site engagement. |
| Scratch Cards 🎫 | Provide exclusive scratch card games and high commissions for affiliates. | Attracts casual gamers, increases repeat visits, and boosts revenue. |
| Dice Games 🎲 | Offer unique dice game variants and high commissions for affiliates. | Attracts niche players, increases engagement, and enhances brand loyalty. |
| Online Sports Betting 🏅 | Collaborate with sports websites, offer real-time odds updates, and provide high commissions. | Drives high traffic, boosts sign-ups, and increases betting activity. |
| Online Casino Games 🎮 | Provide a wide variety of games, offer exclusive bonuses, and high commissions for affiliates. | Attracts diverse players, increases engagement, and boosts overall revenue. |
| Online Poker ♠️ | Create exclusive tournaments, offer strategy guides, and high commissions. | Engages strategic players, boosts player retention, and enhances brand reputation. |
| Online Bingo 🎲 | Promote community events, offer attractive bonuses, and provide social sharing tools for affiliates. | Builds a loyal community, increases player interaction, and boosts site engagement. |
| eSports Betting 🎮 | Partner with eSports influencers, offer real-time odds updates, and provide high commissions. | Engages a younger audience, boosts sign-ups, and increases betting activity. |
| Live Dealer Games 📺 | Promote the immersive experience of live games, offer exclusive bonuses, and high commissions. | Attracts high-value players, increases engagement, and boosts player retention. |
| Mobile Gambling 📱 | Develop user-friendly mobile apps, offer mobile-exclusive bonuses, and high commissions. | Increases accessibility, boosts engagement, and drives higher conversion rates. |
| Fantasy Sports Betting 🏈 | Partner with fantasy sports websites, offer exclusive bonuses, and provide high commissions. | Attracts strategic players, increases engagement, and boosts sign-ups. |
| Virtual Sports Betting ⚽ | Offer engaging virtual sports events, provide real-time updates, and high commissions for affiliates. | Attracts diverse players, boosts betting activity, and increases site traffic. |
| Social Gambling 👫 | Create social casino games, offer in-game purchases, and provide social sharing tools for affiliates. | Builds a strong community, increases player interaction, and boosts revenue through microtransactions. |
| Horse Race Betting 🐎 | Partner with horse racing websites, offer real-time race updates, and provide high commissions. | Attracts niche players, boosts betting activity, and increases site traffic. |
| Skill-based Game Betting 🎯 | Develop unique skill-based games, offer high commissions, and provide exclusive bonuses. | Engages strategic players, increases engagement, and boosts overall revenue. |
| Cryptocurrency Casinos ₿ | Promote the benefits of crypto transactions, offer exclusive bonuses for crypto users, and high commissions. | Attracts tech-savvy players, increases security, and boosts international player base. |
| In-Play/Live Betting 🔴 | Provide real-time betting opportunities, offer exclusive in-play bonuses, and high commissions. | Engages players in real-time, increases betting activity, and boosts overall engagement. |
| Social Casinos 👫 | Develop engaging social casino games, offer in-game purchases, and provide social sharing tools for affiliates. | Builds a strong community, increases player interaction, and boosts revenue through microtransactions. |
How do Affiliate Conversions Count in the iGaming Niche?
When promoting an offer in the gaming vertical, keep in mind the common conversion flows (also known as payout models) in this industry.
As an affiliate, you will receive a gaming commission for each player you refer to an iGaming site, but the amount you receive is dependent on the player’s participation in the game.
There are currently only a few conversion flows for the entertainment verticals, and these are:
- Cost per lead (CPL) The CPL campaign is a straightforward model where affiliates are compensated for every lead they direct to the advertiser. Think of it as you being the guiding hand, showing potential customers the door to the advertiser’s world. In the context of online casinos, a lead might be a new player who registers for an account, downloads the casino software, and logs in for the first time. Every successful lead means money in your pocket.
- Cost per Action on a First-Time Deposit (CPA on FTD) The CPA on FTD is an extremely prevalent payout model in affiliate marketing. In this setup, you’re rewarded when the leads you generate take significant action, like making their first deposit on the casino platform. The amount you receive could be a fixed sum set by the advertiser or affiliate network, or a certain percentage of the player’s initial deposit.
- Revenue Share The revenue share model is generally offered to iGaming affiliates who’ve demonstrated the quality of their traffic. In this case, you receive a portion of the losses incurred by the players you’ve referred over a specified period, often monthly. It’s a partnership model where you and the advertiser share in both the risks and rewards.
While these are the most common, some networks also accept hybrid payments. This is the point at which the affiliate is compensated for both the referral’s first-time deposit and the referral’s losses in the game for the previous month.
The iGaming vertical is an exciting and rapidly growing niche for affiliate marketers. The market is expected to grow by more than 30% in the coming years, so now is an excellent time to get involved.
The power of data-driven loyalty strategies in iGaming
If you are serious about maximizing player lifetime value (LTV) of your players and driving their engagement, here are some insider strategies that combine data, psychology and innovative trends for one purpose: keeping players coming back for more.
Mobile analytics: Know what keeps them coming back
Everyone’s playing on their phones these days, and mobile analytics is your secret weapon.
Want to keep players engaged?
Track their habits: when they play, what they play and how long they stick with it. This is not just data, but also insights into what drives your players.
Use this data to optimize bonuses, recommend games and send personalized incentives at the right moment. Make sure your player experience is so seamless and enjoyable that they will not even consider going elsewhere.
Stay fresh by picking up on hot gaming trends
If you want your players to stay, you need to stay fresh. Trends like virtual sports betting are on the rise, and for good reason: players are hungry for new, exciting ways to get involved. Incorporate the latest trends to give your players a sense of novelty and excitement so they’re always discovering something new.
Show your players that you’re on the cutting edge, and they’ll stick with you because you are the best platform.
Get smart with in-game monetization
Player retention isn’t just about keeping players, —it’s about getting them to spend money while they’re there. This is where smart in-game monetization comes into play. Exclusive bonuses, VIP perks, tournaments, even customizable avatars — these aren’t just bells and whistles.
They’re opportunities that make players feel engaged. If you give them reasons to unlock features or grab limited-time bonuses, they’re not just playing, they’re engaged.
Use the Esports wave to tap into new target groups
Esports is a movement that’s attracting a whole new audience.
Expand your platform to include esports betting or event streaming to capture the attention of younger, tech-savvy gamers who crave a platform that “gets” them. Once they’re hooked on esports, they’ll explore what else your site has to offer — and keep coming back to enjoy the unique experience that only you provide.
Player with Affiliate
You see, affiliate marketing is one of the most powerful tools you have to attract players. But to make it really work, you should partner with affiliates who know mobile gaming, esports or other niches of iGaming. Give these affiliates real-time insights, show them what converts, and make sure they know you’re serious about quality. If they are armed with data and backed by your expertise, they will recruit quality players who are more likely to stay with you.
Ready to Step Up Your Game?
Are you ready to step up your game in the exciting world of iGaming affiliate marketing? Then, it’s time to equip yourself with the right tools. If you run a casino or a gaming network, try Scaleo – an iGaming affiliate marketing software designed specifically for the gambling industry. With Scaleo, you’ll have everything you need to maximize your efforts and drive your success in the online casino affiliate space.
Don’t miss out on the opportunity to take your affiliate marketing to the next level. Try Scaleo today and unlock your full potential in the iGaming industry!
What Is iGaming Affiliate Marketing?
In affiliate marketing, iGaming is a dynamic sector in which affiliates promote online gambling platforms and earn a commission in return. These platforms include online casinos, poker rooms and sports betting sites. As an affiliate, you direct potential players to these platforms through your marketing efforts, such as content marketing, SEO, email campaigns, and more. As a partner, your earnings are usually based on the revenue generated by referred players, their deposit amounts, or simply the number of contacts you refer. It’s an exciting field that requires an understanding of both online marketing and gambling industry regulations.
How is affiliate marketing helping iGaming companies?
Affiliate marketing is helping iGaming companies in several ways:
1. Generating leads and driving traffic to their websites. 2. Increasing brand visibility and awareness in the market.
Improving customer acquisition and retention rates. 3.
4. Providing a cost-effective marketing strategy for iGaming companies.
Which are the top online casino software providers?
Some well-known gambling software providers include Playtech, Microgaming, NetEnt, and Evolution Gaming.
These providers specialize in developing and supplying software for online casinos, sports betting platforms, and other gambling websites.
What is iGaming?
iGaming is an umbrella term that refers to any gaming website where participation in the game is paid with real money. This includes sports betting, gambling, online casinos and lotteries.
Who are iGaming affiliates?
Can be individuals, companies, or even large networks specializing in online marketing.
They own websites, blogs, social media channels, or email lists related to gambling, sports, or entertainment.
Possess strong marketing skills and a deep understanding of the iGaming industry.
Build trust and engagement with their audience, who are potential players for iGaming platforms.
What do iGaming affiliates do?
Create content (reviews, guides, news, etc.) promoting specific iGaming platforms and their offerings.
Use various marketing channels (SEO, PPC, social media, email marketing) to reach their target audience.
Track player acquisition and engagement through affiliate links and cookies.
Earn commissions based on the revenue generated by players they refer (often based on deposits, wagers, or net win).
What are the types of iGaming affiliates?
4 main types include: Content affiliates: Focus on creating valuable content (guides, reviews, comparisons) to attract and inform potential players.
Media buying affiliates: Utilize paid advertising like PPC campaigns to drive traffic to iGaming platforms.
Social media affiliates: Leverage their social media following to promote iGaming brands through engaging content and influencer partnerships.
Loyalty affiliates: Focus on retaining existing players through exclusive offers and personalized communication.
Do iGaming Affiliates Need to Comply with Regulations?
Yes. iGaming is a highly regulated industry, and affiliates must comply with local laws and licensing requirements.
Responsible gambling practices are crucial, and affiliates need to promote them responsibly.
Last Updated on November 1, 2024
