Top push ad networks

Gambling Ads Guide: Creatives, GEOs and Ideas in 2024

Gambling advertising is a vibrant and booming market that promotes a diverse range of offers from casinos, lotteries, bookmakers, and other gambling entities. Although gambling itself is controversial when it comes to countries’ adoption, the industry reaches a staggering 2 billion people, accounting for over 26% of the global population.

And as it turns out, advertising greatly impacts the industry, according to the Gambling Commission. A remarkable 34% of respondents reported that advertising had prompted them to spend money on gambling activities. The astounding success of gambling advertising is ample incentive to venture into this market if you haven’t done so already. 

In our comprehensive guide, we will share the best gambling ads creatives and enlighten you on effective strategies to advertise.  Keep reading or move on to the top gambling ads examples at once.

Gambling in Affiliate Marketing: Offers and Cost Models

Gambling offers in affiliate marketing can cover various forms of online gambling, including casino games, card games like poker and blackjack, bingo, lotteries and more. 

This diverse range caters to a broad audience, with each type of game attracting a different demographic. For instance, online casinos appeal to those who enjoy the thrill of slot machines and roulette, while poker and blackjack are favored by players who appreciate strategy-based games. Bingo and lotteries attract those who prefer games of chance with simpler rules.

Popular gambling offers

While Betting falls under the category of gambling, it is also considered an independent vertical that entails its own approaches and strategies. If you want to learn more about promoting betting, you can read our comprehensive guide.

In affiliate marketing, gambling offers operate primarily under 4 cost models:

  • CPA (Cost Per Acquisition). Affiliates are compensated when completing a targeted action by users, for example making a deposit;
  • RevShare (Revenue Share). Affiliates receive a percentage of the revenue generated by the player over their lifetime;
  • Hybrid. A blend of CPA and RevShare, where affiliates get an upfront payment per player and then a revenue percentage over time;
  • CPL (Cost Per Lead). Affiliates are paid for each lead who signs up and confirm their email address.

How to Advertise Gambling Offers

As the online gambling advertising market expands to an anticipated $1.9 billion in 2023, the competition intensifies, making the need for strong campaigns crucial.

Push notifications (including in-page push), pop ads, and direct click ads (domain redirect) are among the advertising formats that work well with gambling themes. These formats have their own advantages, since when they are used, no special restrictions are imposed on advertising, compared to other traffic sources.

Classic push ads and in-page push

Push notifications play a pivotal role in effective gambling advertising. These notifications directly reach users, capturing their attention with compelling headlines, personalized content, and enticing incentives. Users need to subscribe to receive push notifications

Click to enlarge:

Push ads examples (desktop/mobile)

The format gaining momentum as a highly effective advertising format is an in-page push ads. They appear within the user’s browser, delivering relevant information and promotional content. They offer a non-intrusive way to engage users and don’t require a subscription. 

Click to enlarge:

In-page push ads examples (desktop/mobile)

Advertisers can use both push and in-page push notifications to enhance their gambling advertising strategies.

Pop ads

Pop ads also known as pop-up ads or pop-up windows, is also a viable format for gambling advertising. These ads appear in separate windows or tabs, typically triggered when a user clicks on a link or interacts with a website. Pop ads can deliver targeted messages and promotions to users, providing an opportunity for increased engagement.

Sample of a pop ad

Direct click ads

Direct click ads show up when the user makes a mistake while entering their search queries. Interestingly, these misguided users tend to be highly engaged, as they are actively searching for something specific. This presents a unique opportunity for advertisers, as these users are particularly receptive to relevant advertisements in their current mindset.

Direct click ad format

These formats are offered by many ad networks, which provide a plethora of tools to configure ad campaigns. Moreover, ad networks boast a vast subscriber base for push notifications, as they collaborate with numerous publishers, resulting in a substantial pool of engaged users. 

Top Gambling Ads examples

When creating gambling ads, especially in the form of push notifications, consider these practices:

  1. Promote a win-win scenario

Highlight games or gambling opportunities where the potential for winning is clear and appealing. Offer enticing rewards such as deposit bonuses or free spins as prizes to encourage users to participate. This creates a sense of excitement and increases the value of engaging with your gambling platform.

  1. Share success stories 

Tap into the human inclination to compare oneself with others by showcasing success stories of ordinary individuals who have achieved significant wins through your gambling platform. These stories inspire potential users and instill a belief that they can experience similar success as well. 

  1. Emphasize entertainment and fun

Position your gambling ads as sources of entertainment and enjoyment rather than solely focusing on financial gain. Use vibrant visuals and catchy slogans that evoke excitement and create a positive association with your brand. This approach can attract a broader audience and make gambling seem like an enjoyable experience.

  1. Personalize the appeal

Tailor your gambling creative ads to directly appeal to individual users, using personalized messages. By addressing users directly, you can create a sense of exclusivity and increase their engagement with the ad.

  1. Create a sense of urgency

Make users feel like they’re on a deadline by giving them time-limited offers or exclusive promotions. Phrases like “Limited time offer” or “Exclusive for today only” can compel users to take immediate action and increase their desire to participate in your gambling activities.

  1. Use clear call-to-action 

Ensure that your gambling ads have a clear and concise call-to-action, directing users on how to engage further. Whether it’s inviting them to sign up, download an app, or explore specific games, a strong call-to-action leads users to take the next steps.

The following step of the funnel is the gambling target page. Align with your target audience to hit the nail on the head.

Since the majority of your potential customers are men, the approach using images of girls always works.

Additionally, the numbers are attractive too when they indicate the discount or bonus amount.

By understanding and implementing gambling advertising ideas, you can capitalize on the evolving landscape of online gambling advertising, delivering ads that not only attract but also engage and convert users.

Target Audience by GEO, Age and Gender

Gambling is often clouded by biases. It’s essential to put aside these prejudices and focus on the facts and statistics instead.

Gender

There is opinion men is the only audience of money games platforms. However, the number of women interested in gambling is gradually increasing. According to UKGC data, about 40% of UK gambling activity is now carried out by women. Popular games among women are bingo and slots. 

Age

The restrictions don’t apply only to people under 18 years old. All countries have their own laws in terms of the allowed age. The Greek government permits gambling from the age of 23, whereas in India, the legal age is 21.

Additionally, it’s important to note that these age restrictions can vary not just by country, but also by type of gambling. For instance, some jurisdictions may have different legal ages for participating in lotteries, casinos, or online betting. Moreover, certain regions might have specific regulations for foreign tourists, potentially differing from the rules applied to local residents.

Geo

Choosing the right GEOs for online casino ads can be tricky as well, as gambling may be illegal in many countries. It is crucial to ensure that the selected GEOs have legalized gambling activities. Prioritize countries where gambling is legally permitted and regulated to avoid any legal complications. Examples of countries with legalized gambling include the United Kingdom, Malta, Gibraltar, Isle of Man, and Curacao.

Targeting countries with a higher income level (tier-1) is advisable too, as affluent audiences are more likely to be willing to take financial risks. However, it’s not worth writing tier-3 countries off. The advent of cryptocurrencies has influenced all countries.

We’ll share some of the insights on GEOs across tiers:

Tier-1 (the wealthiest countries)

Focus on countries with a higher average income level, as this audience is more likely to have disposable income and be willing to engage in gambling activities. GEOs such as Germany, the USA (some parts wherein gambling is legalized), and the UK are known for their affluent populations. 

Tier-2 (less competitive)

In 2022, Europe will dominate the market with a 41%+ market share. This is explained by gambling legalization in different countries, such as Italy, Spain, France. So such countries can be seen as a “blue ocean” for affiliates.

Tier-3 (low-income countries)

The increased use of internet services and crypto adoption will contribute to increasing interest in gambling in tier-3 countries. Together with the economic growth of Asia Pacific, these trends have had a great impact on the gambling industry in underdeveloped countries from a positive view.

AllPushNetworks team advice:

Consider nations with a cultural inclination towards gambling. Some countries, such as the USA, Australia, and China, have a long-standing tradition of gambling and a significant portion of their population actively participates in gambling activities.

Tips for Boosting Your Gambling Ad Campaigns

To optimize your gambling ad campaigns within advertising networks, consider these strategies:

  1. Consider seasonality: Focus your advertising efforts during the spring and summer months when casinos tend to be more popular;
  2. Target specific timeframes: Initiate your campaigns in the evenings or during weekends, when people are generally more open to engaging in gambling activities;
  3. Separate campaigns for mobile and desktop: Take advantage of the increasing mobile traffic by creating two separate campaigns, one optimized for mobile devices and another for desktop users;
  4. Implement personalized content: Tailor your advertisements to resonate with your target audience, highlighting specific games, bonuses, or promotions that may appeal to them;
  5. Utilize remarketing strategies: Implement remarketing campaigns to re-engage users who have shown interest in your gambling offers but haven’t converted yet;
  6. Ensure compliance with regulations: Familiarize yourself with the legal and regulatory requirements of the countries or regions you are targeting to ensure your advertising campaigns remain compliant. This is usually spelled out in the content policy of gambling ad networks.

Conclusion

Effective ad strategies for gambling offers involve leveraging push notifications, creating compelling ad creatives, and targeting the right geographic markets. Continuous testing, optimization, and segmentation of ad campaigns while ensuring compliance with regulations are vital. By implementing successful examples of gambling ads, affiliates can tap into the immense potential of gambling offers and achieve significant success in engaging users.

Anna Mardas
Anna Mardas brought together her background as a copywriter in digital marketing. Now, she's got a solid grasp on affiliate marketing, especially when it comes to understanding the following niches: Gambling, Adult, Dating, Sweepstakes and Crypto. Anna stands out for her thorough research and insightful reviews of ad networks, offering her readers valuable knowledge.

Gambling advertising is a vibrant and booming market that promotes a diverse range of offers from casinos, lotteries, bookmakers, and other gambling entities. Although gambling itself is controversial when it comes to countries’ adoption, the industry reaches a staggering 2 billion people, accounting for over 26% of the global population.

And as it turns out, advertising greatly impacts the industry, according to the Gambling Commission. A remarkable 34% of respondents reported that advertising had prompted them to spend money on gambling activities. The astounding success of gambling advertising is ample incentive to venture into this market if you haven’t done so already. 

In our comprehensive guide, we will share the best gambling ads creatives and enlighten you on effective strategies to advertise.  Keep reading or move on to the top gambling ads examples at once.

Gambling in Affiliate Marketing: Offers and Cost Models

Gambling offers in affiliate marketing can cover various forms of online gambling, including casino games, card games like poker and blackjack, bingo, lotteries and more. 

This diverse range caters to a broad audience, with each type of game attracting a different demographic. For instance, online casinos appeal to those who enjoy the thrill of slot machines and roulette, while poker and blackjack are favored by players who appreciate strategy-based games. Bingo and lotteries attract those who prefer games of chance with simpler rules.

Popular gambling offers

While Betting falls under the category of gambling, it is also considered an independent vertical that entails its own approaches and strategies. If you want to learn more about promoting betting, you can read our comprehensive guide.

In affiliate marketing, gambling offers operate primarily under 4 cost models:

  • CPA (Cost Per Acquisition). Affiliates are compensated when completing a targeted action by users, for example making a deposit;
  • RevShare (Revenue Share). Affiliates receive a percentage of the revenue generated by the player over their lifetime;
  • Hybrid. A blend of CPA and RevShare, where affiliates get an upfront payment per player and then a revenue percentage over time;
  • CPL (Cost Per Lead). Affiliates are paid for each lead who signs up and confirm their email address.

How to Advertise Gambling Offers

As the online gambling advertising market expands to an anticipated $1.9 billion in 2023, the competition intensifies, making the need for strong campaigns crucial.

Push notifications (including in-page push), pop ads, and direct click ads (domain redirect) are among the advertising formats that work well with gambling themes. These formats have their own advantages, since when they are used, no special restrictions are imposed on advertising, compared to other traffic sources.

Classic push ads and in-page push

Push notifications play a pivotal role in effective gambling advertising. These notifications directly reach users, capturing their attention with compelling headlines, personalized content, and enticing incentives. Users need to subscribe to receive push notifications

Click to enlarge:

Push ads examples (desktop/mobile)

The format gaining momentum as a highly effective advertising format is an in-page push ads. They appear within the user’s browser, delivering relevant information and promotional content. They offer a non-intrusive way to engage users and don’t require a subscription. 

Click to enlarge:

In-page push ads examples (desktop/mobile)

Advertisers can use both push and in-page push notifications to enhance their gambling advertising strategies.

Pop ads

Pop ads also known as pop-up ads or pop-up windows, is also a viable format for gambling advertising. These ads appear in separate windows or tabs, typically triggered when a user clicks on a link or interacts with a website. Pop ads can deliver targeted messages and promotions to users, providing an opportunity for increased engagement.

Sample of a pop ad

Direct click ads

Direct click ads show up when the user makes a mistake while entering their search queries. Interestingly, these misguided users tend to be highly engaged, as they are actively searching for something specific. This presents a unique opportunity for advertisers, as these users are particularly receptive to relevant advertisements in their current mindset.

Direct click ad format

These formats are offered by many ad networks, which provide a plethora of tools to configure ad campaigns. Moreover, ad networks boast a vast subscriber base for push notifications, as they collaborate with numerous publishers, resulting in a substantial pool of engaged users. 

Top Gambling Ads examples

When creating gambling ads, especially in the form of push notifications, consider these practices:

  1. Promote a win-win scenario

Highlight games or gambling opportunities where the potential for winning is clear and appealing. Offer enticing rewards such as deposit bonuses or free spins as prizes to encourage users to participate. This creates a sense of excitement and increases the value of engaging with your gambling platform.

  1. Share success stories 

Tap into the human inclination to compare oneself with others by showcasing success stories of ordinary individuals who have achieved significant wins through your gambling platform. These stories inspire potential users and instill a belief that they can experience similar success as well. 

  1. Emphasize entertainment and fun

Position your gambling ads as sources of entertainment and enjoyment rather than solely focusing on financial gain. Use vibrant visuals and catchy slogans that evoke excitement and create a positive association with your brand. This approach can attract a broader audience and make gambling seem like an enjoyable experience.

  1. Personalize the appeal

Tailor your gambling creative ads to directly appeal to individual users, using personalized messages. By addressing users directly, you can create a sense of exclusivity and increase their engagement with the ad.

  1. Create a sense of urgency

Make users feel like they’re on a deadline by giving them time-limited offers or exclusive promotions. Phrases like “Limited time offer” or “Exclusive for today only” can compel users to take immediate action and increase their desire to participate in your gambling activities.

  1. Use clear call-to-action 

Ensure that your gambling ads have a clear and concise call-to-action, directing users on how to engage further. Whether it’s inviting them to sign up, download an app, or explore specific games, a strong call-to-action leads users to take the next steps.

The following step of the funnel is the gambling target page. Align with your target audience to hit the nail on the head.

Since the majority of your potential customers are men, the approach using images of girls always works.

Additionally, the numbers are attractive too when they indicate the discount or bonus amount.

By understanding and implementing gambling advertising ideas, you can capitalize on the evolving landscape of online gambling advertising, delivering ads that not only attract but also engage and convert users.

Target Audience by GEO, Age and Gender

Gambling is often clouded by biases. It’s essential to put aside these prejudices and focus on the facts and statistics instead.

Gender

There is opinion men is the only audience of money games platforms. However, the number of women interested in gambling is gradually increasing. According to UKGC data, about 40% of UK gambling activity is now carried out by women. Popular games among women are bingo and slots. 

Age

The restrictions don’t apply only to people under 18 years old. All countries have their own laws in terms of the allowed age. The Greek government permits gambling from the age of 23, whereas in India, the legal age is 21.

Additionally, it’s important to note that these age restrictions can vary not just by country, but also by type of gambling. For instance, some jurisdictions may have different legal ages for participating in lotteries, casinos, or online betting. Moreover, certain regions might have specific regulations for foreign tourists, potentially differing from the rules applied to local residents.

Geo

Choosing the right GEOs for online casino ads can be tricky as well, as gambling may be illegal in many countries. It is crucial to ensure that the selected GEOs have legalized gambling activities. Prioritize countries where gambling is legally permitted and regulated to avoid any legal complications. Examples of countries with legalized gambling include the United Kingdom, Malta, Gibraltar, Isle of Man, and Curacao.

Targeting countries with a higher income level (tier-1) is advisable too, as affluent audiences are more likely to be willing to take financial risks. However, it’s not worth writing tier-3 countries off. The advent of cryptocurrencies has influenced all countries.

We’ll share some of the insights on GEOs across tiers:

Tier-1 (the wealthiest countries)

Focus on countries with a higher average income level, as this audience is more likely to have disposable income and be willing to engage in gambling activities. GEOs such as Germany, the USA (some parts wherein gambling is legalized), and the UK are known for their affluent populations. 

Tier-2 (less competitive)

In 2022, Europe will dominate the market with a 41%+ market share. This is explained by gambling legalization in different countries, such as Italy, Spain, France. So such countries can be seen as a “blue ocean” for affiliates.

Tier-3 (low-income countries)

The increased use of internet services and crypto adoption will contribute to increasing interest in gambling in tier-3 countries. Together with the economic growth of Asia Pacific, these trends have had a great impact on the gambling industry in underdeveloped countries from a positive view.

AllPushNetworks team advice:

Consider nations with a cultural inclination towards gambling. Some countries, such as the USA, Australia, and China, have a long-standing tradition of gambling and a significant portion of their population actively participates in gambling activities.

Tips for Boosting Your Gambling Ad Campaigns

To optimize your gambling ad campaigns within advertising networks, consider these strategies:

  1. Consider seasonality: Focus your advertising efforts during the spring and summer months when casinos tend to be more popular;
  2. Target specific timeframes: Initiate your campaigns in the evenings or during weekends, when people are generally more open to engaging in gambling activities;
  3. Separate campaigns for mobile and desktop: Take advantage of the increasing mobile traffic by creating two separate campaigns, one optimized for mobile devices and another for desktop users;
  4. Implement personalized content: Tailor your advertisements to resonate with your target audience, highlighting specific games, bonuses, or promotions that may appeal to them;
  5. Utilize remarketing strategies: Implement remarketing campaigns to re-engage users who have shown interest in your gambling offers but haven’t converted yet;
  6. Ensure compliance with regulations: Familiarize yourself with the legal and regulatory requirements of the countries or regions you are targeting to ensure your advertising campaigns remain compliant. This is usually spelled out in the content policy of gambling ad networks.

Conclusion

Effective ad strategies for gambling offers involve leveraging push notifications, creating compelling ad creatives, and targeting the right geographic markets. Continuous testing, optimization, and segmentation of ad campaigns while ensuring compliance with regulations are vital. By implementing successful examples of gambling ads, affiliates can tap into the immense potential of gambling offers and achieve significant success in engaging users.

Anna Mardas
Anna Mardas brought together her background as a copywriter in digital marketing. Now, she's got a solid grasp on affiliate marketing, especially when it comes to understanding the following niches: Gambling, Adult, Dating, Sweepstakes and Crypto. Anna stands out for her thorough research and insightful reviews of ad networks, offering her readers valuable knowledge.

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