Introduction: Why is it important to promote online casinos
Launching an online casino (for example, using a ready-made casino script) is only the first step towards success. Without effective marketing, even a quality website will remain without an audience. The online gambling industry is growing rapidly and is highly competitive: according to forecasts, the global online gambling market will reach about $153.6 billion by 2030 (in 2023 – ~$70.6 billion) (Online Gambling Market Size & Share Analysis Report, 2030). In such conditions, only projects with a well-thought-out promotion strategy have a chance to gain a foothold in the market. Experts note that casino promotion requires a special approach taking into account the specifics of the niche, and for success it is necessary to use several marketing channels at once (How to promote an online casino? – Wezom) Below we will look at the key ways to promote an online casino – from SEO and advertising to working with partners – and give practical recommendations for beginners who have launched their own online casino.
SEO-promotion: key aspects, keyword selection, link building
Search Engine Optimization (SEO) – the foundation for long-term promotion of a casino website. Organic traffic from search engines makes up a significant share of visits: on average, about 60% of users come to websites through search (How to promote an online casino? – Wezom). This channel cannot be ignored, because high-quality SEO ensures a constant influx of players without direct costs for each click..
Selection of keywords and content. Start by compiling a semantic core – a list of search queries relevant to the casino topic. Practice shows that in the gambling niche it is effective to work with low-frequency (long) queries, on the basis of which specialized content can be created (How to promote an online casino? – Wezom). Break keywords into groups and expand the site structure for them: create separate pages or sections for popular categories of queries (e.g. slot reviews, game rules, casino bonuses) (How to promote an online casino? – Wezom). Be sure to fill the site with original texts – do not copy the description of games from competitors. In the iGaming sphere, the problem of duplicate content is widespread, especially if you use typical online casino scripts; eliminating duplicates and adding unique materials increases the chances of the site to take high positions in search (Helpful SEO Tools for the Online Casino and Sports Betting Sectors | Sayu SEO BLog).
Technical SEO and Usability. Make sure your casino website is technically optimized: high loading speed, correct mobile version and clear navigation directly affect SEO and user retention. Gambling audiences come for entertainment, so if the site is slow or inconvenient, there is a high probability that the visitor will leave immediately. According to statistics, users are 50% more likely to leave a website if the page loads more than 2 seconds (Главные ошибки партнерского маркетинга | Affilka). That’s why it’s important to improve usability – adapt the interface for mobile devices, think through convenient menus and filters so that players can easily find games and information (How to promote an online casino? – Wezom). Also set up internal linking between pages (site sections) – this will make navigation easier for users and help search engines index your content better (How to promote an online casino? – Wezom).
Link building. For the competitive niche of online casinos, external links play a significant role. As the project develops, build up a quality link mass – place links to your site on authoritative resources of similar topics (gambling forums, gambling news portals, casino bonus catalogs, etc.) (How to promote an online casino? – Wezom). This increases the trust of search engines and can bring in interested users. Avoid “black” methods like spam links or hidden redirects – in an attempt to speed up SEO, some resort to tricks, but search engines quickly detect manipulations and can sharply lower the site in the search results or even ban it. (What SOFTSWISS does for SEO promotion of online casinos | SOFTSWISS). In general, casino SEO promotion is one of the most complex and long-term strategies, do not expect instant results (What SOFTSWISS does for SEO promotion of online casinos | SOFTSWISS). However, proper optimization (technical, content and link) will eventually ensure a stable flow of players from search and strengthen your brand’s position in the market.
Contextual advertising (PPC): how to use Google Ads and other platforms
PPC-advertising (Pay Per Click, pay per click advertising) – a quick way to attract traffic to a casino website through advertising. PPC includes Google Ads, Yandex.Direct, advertising networks Bing, Facebook Ads and others. The advantage of contextual advertising is instant coverage of the target audience for specified keywords or interests. For example, for the query “online casino registration bonus”, your ad can immediately show the user an offer from your site. However, in the gambling industry, PPC should be approached with particular caution.
Rules and restrictions. Major advertising platforms impose strict restrictions on gambling advertising. Ads shouldn’t violate laws and site policies: you cannot promise easy money on the game or target advertising to minors (How to promote an online casino? – Wezom). Google Ads, for example, it requires special certification and confirmation of the operator’s license before launching online casino campaigns (Running Gambling Ads on Google: Policy, Steps & Alternatives). In many regions, live broadcasting of gambling is completely prohibited by law. For example, in Ukraine, only state lotteries can be legally advertised, while in Russia, a certificate is required to promote online casinos. “Social casino” (confirming the absence of real money gambling), and in most European countries gambling advertising is allowed to be shown only with serious restrictions (How to promote an online casino? – Wezom). Before launching a PPC campaign, make sure it is legally clear – if necessary, consult with lawyers so that advertising does not lead to fines or account blocking.
Cost and strategy. Online casino advertising is one of the most expensive in terms of cost per click. Competition for advertising space is high, driving up prices. The average is estimated to be cost per click for popular gambling queries can reach £30–60 (Pay Per Click Management | PPC Cost for Online Casinos | Sayu) (≈ $40–80). This means that the budget, say, in £10 000 can only bring in a few hundred clicks, so setting up a campaign incorrectly can quickly “eat up” your money. It is important for beginners to carefully select keywords and bids: do not immediately chase the most popular queries (“casino online”, “play casino”) – They are expensive and broad. It makes more sense to focus on mid- and low-frequency queries that exactly match your offer. This tactic will bring more targeted clicks for the same money. (Pay Per Click Management | PPC Cost for Online Casinos | Sayu). Be sure to track your performance: set up analytics and conversions (registrations, deposits) for advertisements. This will allow you to calculate the cost of attracting one player (CPA) and its average value. For example, if you pay $50 for a player who brings in $200 in revenue on average, the ad pays off. If the CPA exceeds the profit, the strategy needs to be changed – adjust the ads, target audience or display locations.
Alternative advertising networks. Besides Google and social networks, there are specialized advertising networks for gambling – they can be less strict about the subject matter. These include teaser and push-networks, pop-under advertising, native-advertising platforms where gambling offers are allowed. In 2025, the gambling vertical continues to gain momentum, but classic channels (Google, SEO, SMM) become more complicated due to rules and cost, so arbitrageurs (marketers) actively use alternative traffic sources (Top 10 Gambling Ad Networks in 2025 — RichAds Blog). If you are having trouble advertising on the largest platforms, it makes sense to test specialized networks (For example, PropellerAds, RichAds, PopCash and others.), where can you buy traffic by model CPC or CPM for gambling offers. However, even there you need to carefully monitor the quality of the audience and comply with the laws. In general, PPC advertising can quickly provide an influx of new players, but it is demanding in terms of budget and competencies: for a beginner, it is optimal to start with small campaigns, hone the settings and only then scale up investments in contextual advertising.
Affiliate programs: principles of work and effective strategies
Affiliate Marketing Today it is considered one of the most effective ways to promote online casinos (Affiliate Marketing: What It Is and How It Works in Online Casinos| SOFTSWISS). The essence of the affiliate program is simple: you attract webmasters, bloggers and other platforms (partners) to cooperate, who bring players to you for a commission fee. In essence, you delegate part of the marketing to external partners and pay them only for the result – for each attracted user (CPA model) or a percentage of the income from the player (Revenue Share).
The popularity of the affiliate channel in the gambling business is constantly growing. The global affiliate marketing industry is estimated at approximately $17 billion and is widely used in online gambling (The Main Mistakes of Affiliate Marketing | Affilka), since the variety of platforms and formats allows you to reach almost any audience. For casinos, partners are a valuable source of traffic, which, with the right approach, often provides the lion’s share of new registrations. Many well-known online casinos build networks of hundreds of affiliates: from large aggregator portals to small reviews and streamers who recommend their brand.
How does this work? You create your affiliate program (or connect to an existing affiliate network) and offer cooperation to webmasters. The partner places referral links, banners or promo codes that lead to your casino site. When players come through these links and start playing, the partner receives a reward according to the terms. Standard payment models:
– RevShare – percentage of the casino’s income from the attracted player (for example, 25-50% of the user’s loss). This model is attractive to affiliates due to long-term profit, so many top partners choose it.
– CPA – a fixed payment for each new player, paid after the player performs an agreed action (for example, registers and makes a deposit).
– Hybrid schemes – a combination of RevShare and CPA, or additional bonuses for fulfilling plans.
Effective Strategies for Working with Partners. For an affiliate program to develop successfully, a casino operator must build trusting and mutually beneficial relationships with affiliates. Here are some recommendations:
– Competitive terms of cooperation. Explore the offers of competing casinos: what commission do they offer, do they have any negative balance limit, payout threshold. Try to make your offer attractive – flexible commission system, no practice of “cutting” income. If possible, offer individual conditions for strong partners (for example, an increased percentage for top affiliates).
– Timely payments. Never delay the payment of earned commission. Late payments quickly undermine trust: partners may decide that you are dishonest and stop working with you (The Main Mistakes of Affiliate Marketing | Affilka). Set up automated payments through the system or always keep a reserve of funds to pay on time.
– Providing materials and support. Provide affiliates with all the necessary advertising materials: banners, logos, promo texts, tracking links. The easier it is for an affiliate to promote your brand, the better the results will be. Assign an affiliate manager who will promptly answer questions, share updates (for example, about new bonuses or tournaments that the affiliate can promote).
– Analytics and transparency. Use modern partner management software (for example, special platforms like Affilka, Income Access и др.), so that partners have access to their players’ statistics and income. Lack of information about results may cause doubts among partners (The Main Mistakes of Affiliate Marketing | Affilka). Transparent reports and honest traffic accounting are the key to long-term cooperation.
– Attracting a variety of affiliates. Look for partners in different segments: these can be review sites, player forums, social networks, streaming platforms. Each platform brings its own audience. For example, some partners specialize in attracting slot lovers through blogs with game reviews, while others are professional arbitrageurs who customize advertising for your offer. Combine different approaches to reach a wide audience.
Affiliate programs are beneficial because you pay for the players you’ve already brought in, rather than paying in advance for ad impressions. But there are risks, too: you need to monitor the quality of traffic (so that affiliates don’t attract scammers for the sake of commission), comply with license terms (affiliates must also advertise you legally), and be prepared for the fact that affiliate income is a significant expense item. However, properly structured affiliate marketing often provides the best ROI among all channels for attracting players to online casinos. (Affiliate Marketing: What It Is and How It Works in Online Casinos| SOFTSWISS). For beginners, launching an affiliate program can be a powerful boost to the project’s promotion if you manage to interest the first active partners and build honest relationships with them.
SMM and content marketing: working with social networks, blogs, videos and streaming
Social Media Marketing (SMM) and content marketing are important elements of casino promotion aimed at creating a community around the brand and engaging the audience. Social platforms (Facebook, Instagram, YouTube, TikTok, Twitter и др.) are used daily by millions of potential players of different ages, and their presence increases the recognition of the casino.
Working with social networks. To start, it makes sense to create official casino pages on popular networks (where allowed by the rules). Through such pages and groups, you will be able to communicate with the audience on a more informal level. Publish a variety of content:
– News and updates of your online casino: launch of new games, new bonuses, results of promotions (for example, names of big winners of the week).
– Educational and entertaining content: explanation of game rules, tips on betting strategies, interesting facts about gambling. Such content does not look like direct advertising and is valuable for subscribers.
– Interactive: hold contests and giveaways among subscribers (for example, free spins for reposts), respond to comments, encourage users to share their gaming experience. Live interaction increases audience loyalty.
– Memes, polls, reactive content: if the casino has its own “voice” on social networks, this helps to stand out and be remembered. The main thing is to maintain a balance between entertainment and advertising, and not to violate the rules of the site (for example, do not post openly gambling content where it is prohibited).
Keep in mind that many social networks restrict direct gambling advertising just as strictly as Google does. Therefore, the emphasis should be on content marketing – Providing interesting information around which a community of players gradually forms. For example, you can run a blog on the casino website or a separate information portal: publish articles with reviews of new slots, ratings of the best games of the month, interviews with professional poker players, etc. Such a blog solves two problems at once: it improves SEO (new pages with keywords appear) and engages users, holding their attention. If your casino script sales website provides customers with template content, be sure to improve it – add unique articles, create a news section to stand out from similar platforms.
Video content and streaming. In recent years, the format of streams – live video broadcasts of the gameplay – has become extremely popular. On streaming platforms (first of all Twitch и YouTube Live) A community has formed around streamers playing online casino games. During the pandemic, stream views have skyrocketed: in the first half of 2022 alone, Twitch viewers watched a total of 244 million hours of gambling-related broadcasts, more than in all of 2020 (Online Gambling Rises on Twitch). The slots category is regularly included in the top 20 most viewed on Twitch (Online Gambling Rises on Twitch). This means that thousands of potential customers are spending their time watching other people play, chatting, exchanging tips. Casinos can use this trend to their advantage.
There are two main approaches:
– Own video content. You can launch an official YouTube channel of the casino, where you can publish review videos of new games, show prize draws, share stories of winners. Such a channel will work as an addition to the blog – it will attract people who prefer the video format. In addition, videos can be distributed on social networks and embedded on the site.
– Collaborations with streamers. Find popular streamers or YouTube bloggers who are known for their interest in gambling and offer them cooperation. For example, a streamer can hold a game session on your casino site (possibly with a casino-provided balance for the game), demonstrating the functionality and games of your brand to viewers. In exchange, you can pay the streamer a fixed fee, or provide an affiliate code (the streamer will receive a percentage of players who come through his link). This native advertising format looks less intrusive: viewers see real gameplay, big wins (if they are lucky) and show interest. It is important to choose opinion leaders whose audience coincides with your target audience – these can be both big world names and local enthusiasts.
Don’t forget about platform rules: Twitch, for example, recently tightened its policy on gambling streams, banning direct links to some casinos. Therefore, cooperation with streamers should be built taking into account these restrictions (perhaps, only promoting certain licensed projects). However, working on social networks and with content is a relatively inexpensive way to attract and retain an audience. It takes time and creativity, but it creates a buzz around your casino brand community. Players who subscribe to your updates and feel involved are more likely to become loyal customers.
Working with opinion leaders and influencers
Promotion through opinion leaders (influencers) largely overlaps with SMM, but we will highlight it separately due to its special significance for the gambling sphere. Opinion leaders are popular personalities trusted by a certain audience. In the context of online casinos, these can be:
– Popular Twitch and YouTube streamers broadcasting gameplay (slots, poker, etc.).
– Bloggers leading channels/blogs about entertainment, eSports, finance or luxury lifestyle, whose audience potentially overlaps with gambling topics.
– Famous professional poker players, eSports athletes, media personalities ready to advertise a casino brand.
Why does it work?? An influencer’s audience is usually highly engaged and loyal to them. If a favorite streamer or blogger recommends a certain online casino, demonstrating the game on it, their subscribers are highly likely to follow the link out of interest or trust. This word-of-mouth effect in digital implementation often gives a better conversion than cold advertising. This is especially noticeable among the young audience aged 18-30, who are increasingly less responsive to banners, but actively spend time on YouTube and Twitch.
Strategies for working with influencers:
– First, study who influences your target audience. For example, if you are targeting the CIS market, these could be popular Russian-language casino streamers on Twitch or YouTube channels with slot reviews. In the Western segment, there are well-known million-follower streamers, such as Roshtein, xQc, Trainwreckstv and others.
– Next, establish contact and offer cooperation. The format depends on the influencer: large bloggers are interested in sponsorship contracts (fixed payment for integration or a series of streams), while lesser-known ones may agree to an affiliate model (referral income).
– Discuss the terms: transparency and compliance with the platform’s rules are important. For example, a Twitch streamer, in order not to violate the policy, may not be allowed to place a direct link to your site in the description, but he can show the logo and mention the name of the casino verbally, providing a link through his blog or social networks.
– Assess the risks: the influencer’s reputation must be impeccable or at least without scandals, otherwise your brand may be associated with negativity. Also make sure that the influencer will reach your audience by geo and interests (there is no point in ordering advertising for Europe from a blogger whose followers are mainly in Asia, where you do not work).
– Track results: give unique promo codes or referral links to influencers to measure how many registrations they bring and how these players perform (deposits, LTV). This will help you understand the ROI of each collaboration.
Example of a successful case: Crypto casino Stake.com owes much of its explosive popularity to an aggressive influencer campaign. The platform has partnered with several of the biggest English-language streamers Twitch (такими как xQc, AdinRoss, TrainwrecksTV), integrating your brand into their broadcasts (Online Gambling Rises on Twitch). As a result, millions of viewers learned about Stake, which significantly expanded the company’s customer base. Another example is PokerStars, which regularly attracts famous poker players and streamers to host online tournaments and broadcast them live (Online Gambling Rises on Twitch). Of course, it is difficult for newcomers to get such large opinion leaders right away, but you can start with niche influencers: local famous players, administrators of popular gambling communities, Twitch channels with an average audience. Properly structured work with opinion leaders significantly increases the recognition of online casinos and creates trust in the brand due to the “human face” in advertising.
Email-Marketing and CRM strategies
Attracting new players is only part of the task. Equally important hold on users so that they come back and bring in repeat income. This is where the most important things come to the fore. email-marketing and use CRM (Customer Relationship Management) for personalized communications.
Email-mailings. Despite the abundance of modern channels, good old email is still effective in gambling. Of course, you will send the newsletter to those users who have registered on the casino website and agreed to receive news (or at least have not unsubscribed). With the help of letters, you can gently push the audience to activities:
– Welcome-letter. After a new player registers, send a welcome letter thanking them for choosing your casino and providing brief information about the registration bonus (if any) and where to go for support. Statistics show that welcome letters are opened 3-4 times more often than regular promotional mailings (How to promote an online casino? – Wezom), so use this chance to make a good first impression.
– Newsletters. Send out news about important updates: new games, tournaments, new payment methods, big wins of other users (without personalities). This maintains interest and can bring “sleeping” users back to the site.
– Personalized promos. Analyze player behavior and segment your audience. For example, record who hasn’t logged in for a long time – and send them a letter with a personal offer: “We miss you! Here’s a 10 free spins bonus to get you back into the game.” Send exclusive offers to regular active players – for example, a deposit bonus on their birthday or an invitation to the VIP program.
– Digests and entertainment content. You can send a selection of interesting materials once a month or quarter: top winning games of the month, tips on responsible gambling, an interview with a casino manager. Such letters strengthen the connection without direct sales.
– Transactional and trigger letters. Always send notifications about deposits, withdrawals, jackpot wins, loyalty program status changes, etc. These automatic emails are important for the user to feel “remembered” and also serve as a security feature.
The key is not to be intrusive. Don’t turn your mailing list into spam with daily “fill in more money” emails. Think about the optimal frequency of emails and their content so that you provide value every time: either a profitable offer or interesting information. Modern email marketing tools (SendPulse, MailChimp, etc.) allow you to set up fine-grained automation: series of emails based on scripts, A/B testing of topics, etc. A beginner should use templates and best practices, and over time you will understand which emails your audience reads most willingly.
CRM and personalization. CRM-The system is the heart of data-driven marketing. In the context of online casinos, CRM collects all the information about players: demographics, what games they prefer, how much and how often they deposit, what promotions they are interested in and which are not. By using this data wisely, you can significantly increase the return on each client.
Firstly, data analysis will show you segments of players. For example, you have identified a group high-rollers (major players making large deposits) – they should be given special attention: personal manager, increased cashback, invitations to offline events. There is a segment of “rare guests” – those who made 1-2 deposits and disappeared; they should be revived through a series of letters with special bonuses “We want you back”.
Secondly, CRM allows you to launch loyalty programs. A standard level system (bronze-silver-gold-platinum, etc.) with the accumulation of points for bets encourages players to play more often in order to rise in level and gain privileges. A well-designed loyalty program helps to establish long-term relationships with customers, stimulate repeat visits and ultimately achieve revenue growth (How to promote an online casino? – Wezom). The CRM is responsible for user activity data, and it also takes into account the exchange of points for bonuses. Implement various incentives: from cashback and exclusive bonuses for VIP players to little things like merch or personal holiday greetings – all this increases LTV (lifetime value) client.
Thirdly, CRM allows you to automate trigger communications. For example, if a player reaches a new level in the loyalty program, the system automatically sends him a congratulation and a bonus. If someone has not logged in for 30 days, a reminder letter is sent. These actions occur according to specified rules without human participation, but create a feeling of care and involvement in the player.
Ultimately, using a CRM system helps casinos better understand their audience and build a personalized dialogue with them. This leads to increased customer satisfaction and loyalty, which directly affects revenue. (How to promote an online casino? – Wezom). Newcomers to the gambling business should think about retention methods from the very beginning: attracting a player is expensive, but losing him is easy, so each registered user is an asset that needs to be worked with through mailings, bonus offers and service improvements.
Tools and services for promotion (Ahrefs, SEMrush, Facebook Ads and others.)
Effective promotion of online casinos is impossible without the use of special tools. They will help you analyze data, find the best solutions and automate routine tasks. Let’s consider the main categories of services that will be useful to a gambling project marketer:
– SEO-tools (Keyword selection and competitor analysis): Popular services – Ahrefs and SEMrush. Both are comprehensive platforms for SEO audit and marketing. In essence, the functionality is similar: selection of keywords, evaluation of their competitiveness, tracking of site positions, analysis of link profile, etc. However, there are nuances: SEMrush is renowned for its powerful content marketing and optimization capabilities PPC, while Ahrefs considered one of the best for backlink analysis and studying competitor strategies (Ahrefs vs Semrush: Which SEO Tool Is Right for Your Business). In the context of online casinos, these tools allow, for example, to find out what queries and from what sites your competitors (other casinos) receive traffic, what keywords make sense for promotion in certain regions. They will also help to collect a large semantic core, spy on successful texts of competitors and find ideas for your own