The iGaming industry is hot. No, we take that back. It’s SUPER hot. Global online gambling revenue is projected to reach around $126 billion in 2025 and could climb to nearly $200 billion by 2029. Mobile dominates the landscape (as usual, really), accounting for close to 80 percent of play worldwide. For publishers and affiliates, this means a constant demand for traffic, campaigns, and placements that convert players into first-time depositors (FTDs).

But the opportunity comes with fierce competition. Lots of operators compete for the same users, regulations are tightening, and acquisition costs can be pretty high if you do not manage them carefully. The good news is that with the right mix of formats, targeting, bidding, and funnel design, publishers can turn their inventory into a reliable iGaming revenue engine.

We wrote a full guide for you, with tested strategies, case study insights, and practical tactics you can apply today.

But first - a short introduction to iGaming: it’s the digital side of gambling, covering everything from online slots and poker rooms to sportsbooks and live dealer tables. Instead of walking into a casino, players can spin reels, bet on tonight’s match, or join a blackjack table from their phone or laptop. 

In order to do well in monetizing iGaming, you need to understand the audience and the lingo. Players are not casual scrollers; they are engaged, high-intent users who respond to clear signals of value. Sports bettors look for better odds, special combo bets, and wording that sounds like real sports talk. Casino players are driven by free spins, jackpots, and exclusivity, while poker fans care about rakeback and tournament guarantees. The closer your messaging and traffic flows match the mindset of these players, the higher your conversion rates and long-term revenue will be.

‍Win by Focusing on High-Performing Ad Formats

Not all ad formats perform equally in iGaming. The vertical thrives on formats that intercept users during high-intent moments, cutting through the insane noise of social feeds.

Popunders remain the “workhorse” for iGaming affiliates. They deliver a landing page directly, bypassing the need for flashy creatives. When executed with a strong lander or pre-lander, they convert at scale. Daily volumes can be massive, and CPM rates remain accessible even in competitive geos.

AdMaven’s Content Lockers let you place valuable content behind a simple action wall, such as signing up or depositing. For iGaming, this means offering “unlock” guides, free spins, or betting tips only after the user registers with a partner site. The format filters out casual clicks and keeps only high-intent players moving forward. For publishers, it boosts eCPMs and FTDs while giving users a clear sense of value, making it one of the most effective tools to turn engagement into revenue.

Social Bar and In-Page Push ads add flexibility. These units support multiple creative skins, icons, and interactive elements. Affiliates report up to 10 billion monthly impressions available globally. Testing different skins and prompts allows the data to decide which variation captures the most clicks.

Emerging channels like Telegram are becoming viable too. With the rise of mini-apps and high CTR performance, it is worth testing in regulated markets where it is permitted.

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Build Funnels that Filter for Intent

Sending all traffic straight to a registration page is a common mistake. Interactive pre-landers consistently outperform direct registration flows because they filter for user intent before the sign-up stage.

Simple mechanisms like quizzes, polls, spins, or sports prediction wheels can increase engagement and weed out low-quality clicks. A football fan asked to predict the outcome of tonight’s match is more likely to deposit after landing on a sportsbook, because he’s already in the mood. For casinos, a wheel offering free spins creates a sense of instant reward.

These pre-landers also provide valuable behavioral signals. Publishers can see which angles attract serious players, then feed that back into bidding and targeting.

Split Campaigns by Device and OS

Performance differs dramatically between operating systems. iOS users do not behave like Android players, and Windows users convert differently than macOS. Running one blended campaign means overpaying in some zones and underbidding in others.

The practical move is to split campaigns by OS and device from day one. Launch four separate campaigns: iOS, Android, Windows, and macOS. Adjust bids individually and cut unprofitable versions without touching the winners. This simple segmentation often reduces eCPA by double digits.

‍iGaming Timing: Watch the calendar

iGaming runs on excitement. When there’s a big match, a tournament final, or a major fight, traffic shoots up and players are ready to bet. That’s why smart affiliates don’t spread their budgets thin all year - they load up around these moments.

The winning play is simple: start building creatives and pre-landers about two weeks before the event, then crank up bids and refresh offers a few days before it starts. This way, you ride the wave of attention instead of getting lost in the noise.

For example, during the 2024 UEFA Champions League final, affiliates who followed this strategy doubled or even tripled their FTDs compared to normal weeks, all while keeping CPA stable because the audience was already primed to convert.

Bidding Strategies that Protect Profit

Picking between CPM and CPA isn’t just a personal choice - it depends on where your campaign is in its lifecycle.

Start with CPM. This gives you volume and allows you to map zones, test placements, and see where conversions cluster. CPM traffic is usually cheaper per impression, and you can gather intelligence quickly.

Graduate to CPA Goal or hybrid deals only after you understand time-to-deposit and have postbacks configured. Otherwise, you risk losing volume when the network flags you as inefficient. Hybrid models - a mix of CPA payout with revenue share - are attractive in regulated markets where lifetime value is measurable.

Smart CPM tools are also useful. These second-price auctions let you set a maximum CPM cap while the system automatically bids just above the next highest competitor. The result: you win quality impressions at lower average prices than first-price auctions.

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Don’t you Stop Optimizing!

The real profit in iGaming comes from smart optimization. Once testing is done, sharpen your setup:

• Whitelist winners: put more spend into placements that deliver steady FTDs.
  
  
• Blacklist losers: cut zones that burn money without giving results.
  
  
• Use custom bids: if one zone is converting cheap, raise its bid on its own instead of boosting everything.
  
  

These tweaks may look small, but together they lower your CPA and keep campaigns running strong over time.

‍Creatives That Drive Action

Creatives that highlight bonuses, free spins, or clear odds outperform generic branding. Keep messaging short, urgent, and specific. Remember - it’s a noisy environment, and users don’t have patience or time for elaborate messages.

Good practices include:

• Pairing creatives with ongoing sports events (“Bet on tonight’s final, get 100% bonus”).
  
  
• Highlighting exclusivity (“Only new players get 50 free spins”).
  
  
• Keeping steps minimal (“Register. Deposit. Play.”).
  
  

Do not underestimate license badges, testimonials, and customer support signals on landing pages. Players deposit more confidently when they see legitimacy.

Compliance: The Foundation You Cannot Ignore

OK, so this isn’t a very “sexy” subject, but it’s one we can’t ignore. Your monetization efforts will fall apart if your campaigns are against regulations. Platforms like Google, Meta, and X permit iGaming advertising, but only under strict conditions:

• Licensing: Operators must hold valid licenses in the target GEO. Affiliates should partner only with licensed brands to avoid bans.
  
  
• Age gating: Ads must target only users aged 18 or 21+, depending on jurisdiction.
  
  
• Geo restrictions: Some states or provinces ban online gambling altogether. Use precise geo-targeting to avoid restricted areas.
  
  
• Disclosures: Bonus offers and odds boosts must be transparent, with terms and conditions accessible.
  
  

Always maintain an updated compliance checklist for each platform and market. Rules change often, sometimes monthly. A single violation can result in account bans that are difficult to reverse.

So, What’s the Bottom Line on iGaming?

The iGaming space is huge, fast-moving, and full of profit for publishers who know how to tap into it. Success comes from using the right ad formats, splitting campaigns by device, timing spend around big events, and constantly optimizing. Add smart funnels, flexible bidding, and a focus on player value beyond the first deposit, and you set yourself up for real long-term gains.

Compliance is non-negotiable - but if you balance it with sharp execution, you do more than survive, you grow.

2025 is the year to get in the game. Don’t just watch others cash in - register with AdMaven today and start turning your traffic into winning iGaming campaigns.

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