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Performance Marketing: Successful Promotion of iGaming Portals

Experts of Rosloto will share information about the goals and features of the popular method of promoting web casinos. You will also learn how to organise successful advertising and optimise the running costs of an already existing business.

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About the Concept

Performance marketing in gambling: concept

It is a strategy for promoting casino projects, which is aimed at achieving measurable financial results (KPI).

The volume of this indicator depends on the goals set. In the iGaming industry, these are:

  • increase in the number of completed leads (registrations);
  • increase in the number of downloads of a mobile casino app;
  • reduction of the CPL;
  • increase in the gaming site’s conversion rate;
  • increased ROI.

Such campaigns are aimed at attracting internet users. Much less often, they are organised by the owners of land-based casinos and gambling halls.

To implement this business model, digital tools with the widespread involvement of information technology are actively used. The main task for advertisers is to understand which channels provide the maximum result for a casino and develop a step-by-step plan using these digital resources.

Benefits of the Popularisation Tool

It has several advantages:

  1. Measurability and relevance of results. Business owners always know the cost of an attracted lead and have information about ROI. Performance promotion gives specific results that are easy to link to KPI parameters.
  2. End-to-end control. It is easier to monitor a campaign when the actual numbers are always at hand. If for some reason, the subtotals do not meet the planned indicators, the chosen strategy can be easily adjusted.
  3. Integrated approach. There are different marketing methods: SEO, SMM, as well as contextual and native advertising. Entrepreneurs collaborate with affiliate networks, private webmasters, popular streamers, and opinion leaders.
  4. High efficiency. It consists of many factors, including the measurability of results, end-to-end control, an integrated approach, etc. The main thing is that operators pay only for the final result, which is measured in KPI metrics.

Wide-Used Promotion Tools

Casino promotion: popular tools

Specialists prefer to apply instruments and channels original to online marketing.

SEO Instruments

The tool is based on search engines. Most often, advertisers are guided by Google and Yandex.

The task of marketers is to bring the site to the top of user requests so that the link to the online casino is on the first page of search results.

Bots of the described platforms follow the algorithms that index the resource according to several key parameters:

  • availability of an adaptive mobile version;
  • technical metrics (playback speed, absence of broken links, robots.txt and sitemap.xml files, safe flat mirror);
  • filling in tags and meta tags (the presence of title, description, h1–h3, and img alt increase the relevance of casino pages);
  • quality of the text, audio, and video materials (uniqueness, expertise, compliance with a given topic).

Promotion on Social Networks

SMM marketing works on VKontakte, Facebook, Instagram, Telegram, and some other media. Specialists also often use Twitch, TikTok, and YouTube.

The choice of an advertising resource is made by taking into account the characteristics of the audience:

  • demographic nuances (age, gender, country of residence);
  • interests;
  • social status, and other factors.

SMM promotion is closely related to target advertising. Banners, videos, and texts are shown only to those users who meet the specified criteria.

Operators can create a thematic group or a page in the selected network. It is also worth interacting with opinion leaders — successful gamblers and bettors, streamers, and popular bloggers.

The promotion of an iGaming location in messengers involves partial restrictions. To advertise their projects, entrepreneurs need to obtain written permission from the site’s administration.

Native Advertising

Most often, native content is designed in the form of videos, banners, and informational articles. Its main advantage is the lack of association with traditional types of promotion, which increases the confidence and loyalty of customers.

Features of this tool include:

  • unobtrusive marketing (of such products as online casinos, slot machines, and platforms with live dealers);
  • higher placement of results: CTR is 20% higher compared to conventional marketing channels;
  • increase in the brand recognition;
  • no restrictions on this type of advertising.

E-Mail Newsletters

It is an effective solution for retaining gamblers and increasing the number of re-registrations. Business owners can inform their clients about current promotions, special offers, profitable bonuses, and new releases.

The tool is closely related to the development of creatives. The key message should be clear, concise, catchy, and useful.

The effectiveness of creatives can be checked via A/B testing. The tool helps entrepreneurs to determine the preferences of customers and optimise the advertising budget.

It is worth tracking and analysing the competitors’ creatives using specialised internet services:

  • Advances;
  • AdMobiSpy;
  • Post Monitor;
  • SpyOver, and others.

Key Metrics in Performance Marketing

Advertisers focus on such KPIs as:





Conversion rate

The indicator illustrates the ratio of the number of target actions to the total number of users.

Effective actions depend on the objectives of the performance campaign. These are registration, deposition of funds, following the link, etc.


Bounce rate

The metric reveals weaknesses in the layout of the site, for example, problematic pages or sections of the landing page that are worse indexed by search engines



To calculate this indicator, operators need to divide the advertising budget by the number of registered gamblers (new players on the site). The lower the indicator, the higher the effectiveness of performance promotion



The metric shows the profitability of specific channels (SEO, SMM, e-mail) within a performance plan.

To determine the CPL, the costs for each advertising push are divided by the income received from its launch


Return on investment

The parameter is calculated as the difference between the online casino profit and marketing expenses, divided by the total amount of the advertising budget.

Entrepreneurs strive for 100% ROI. The higher it is, the more effectively specialists promote web gambling platforms


Average order value

To determine the indicator, the income of an operator for a specific period (week, month) is divided by the number of active users.

It is advisable to compare AOV with similar indicators for the previous period or with data presented by competitors.

Average order value is an important metric for the evaluation of the feasibility of adding new in-game tools (such as tournaments or missions)

The Nuances of Developing a Performance Strategy

Performance strategy development: nuances

The task consists of several steps:

Definition of Goals

There can be many of them but the common denominator is always the same: an increase in profits and the payback on advertising costs. Most often, marketers use SMART technology.

The abbreviation SMART includes the main performance criteria of the task and is deciphered as:

  • specific;
  • measurable;
  • achievable;
  • relevant;
  • time-bound.

The goals depend on the direction and scale of the gambling business, the mission of the enterprise, as well as individual and other factors.

Dealing with the Analytics

Experts evaluate the current work of online casinos, taking into account:

  • financial indicators (income, expenses, profitability, the number of active users);
  • filling of the site (the catalogue of entertainment, information about the operator, usability of the platform, availability of expert articles and training materials);
  • loyalty program (reactions of users to bonuses and in-game tools);
  • analysis of the competitive environment and legal framework;
  • effectiveness of previous advertising campaigns;
  • goals of performance promotion.

Strategy Development

The main actions of specialists at this stage are:

  • selection of 5–10 main KPI metrics;
  • search for channels from which to attract internet traffic;
  • choosing tactical tools;
  • development of promotional materials and creatives.

Based on the gathered data, a media plan is formed. It contains a detailed schedule for the placement of advertising. Specialists take into account many factors, such as promotion channels, time and duration of videos, subtypes of the audience, scheduled costs, and expected results of the campaign.

The media plan helps to systematically manage the online casino promotion and effectively allocate the advertising budget.

Control over the Performance Campaign

To assess intermediate and final results, business owners can use:

  • public services (Google Analytics, Yandex.Metrika);
  • paid programs (Roistat, CoMagic, Ringostat, OWOX BI);
  • data from the internal CRM system (financial reporting, information about the number and duration of sessions, the size of the average check, reactions of customers to the offered bonuses, and new releases).

It is important to be able to see intermediate achievements since it allows you to change channels or other nuances regarding target punters and optimise current costs.

The Main Things about the Beneficial Promo Tool

It is commonly used to develop the popularisation strategy for wagering projects.

  • The benefits of such a solution include its high efficiency, end-to-end control, measurability of results, as well as an integrated approach.
  • It is possible to use different traffic sources. It includes SEO, SMM marketing, and others.
  • Great attention should be paid to the quality of creatives. Target messages should be short, concise, understandable, and memorable.
  • Among the key metrics, we can name the conversion rate, the CPO, the AOV, and the ROI.

The studio Rosloto provides professional online casino marketing services.

We use different methods to achieve the best results and attract and retain as many gamblers as possible.

From us, you can purchase the following solutions:

One-click purchase!

For all questions, please contact our managers.


Check the information used to contact us carefully. It is necessary for your safety.

Fraudsters can use contacts that look like ours to scam customers. Therefore, we ask you to enter only the addresses that are indicated on our official website.

Be careful! Our team is not responsible for the activities of persons using similar contact details.

Contact our manager and get detailed information about Rosloto
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Clara Hazel
Author: Clara Hazel
iGaming business expert
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