So what does it take to choose a good iGaming offer for promotion? Are there that many pitfalls?

In this article experts from N1 Partners and RichAds ad network are sheding the light on finding the best iGaming offer!

N1 Puzzle Promo is in full swing, bringing together both veteran affiliates and ambitious newcomers. Each participant chooses their own tools, traffic sources, brands, and GEOs — but the ultimate goal is the same: maximize the profit from their traffic. And to do that, selecting the right and relevant offer is crucial. In this collaboration with N1 Partners and RichAds team, it was discussed how to choose an iGaming offer. 

Who are the experts from N1 Partners and RichAds?

Before getting to the actual best practices and tips, let’s see the experts from N1 Partners and RichAds, who are sharing insights:

Daria Maichuk Affiliate Manager at N1 Partners

Veronika Ponomareva Head of Customer Service at RichAds

 

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What is RichAds?

Ad network for telegram ads, high quality push and popunder ads, domain redirect, native and display traffic source, buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM), domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC), ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.

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How to choose an iGaming offer

Now that you’re familiar with the ones who possess the expertise, it’s time to test it! Here, we asked the experts from N1 Partners and RichAds a dozen of the most important questions on determining the profitable iGaming offer.

1. What parameters of an iGaming offer should be analyzed first before launching?

 

Daria Maichuk

"Start with the GEO: is gambling legal, how competitive is the market, and how solvent is the audience? Then check the payment model (CPA, RevShare, Hybrid) and the funnel: registration flow, minimum deposit, and site usability. The product matters too — top providers, live casino, sports, esports, localization, and bonuses. Finally, look at retention: how long players stay active and what campaigns keep them engaged."

Veronika Ponomareva

"First of all, it’s the payout conditions, brand and its reputation on the market, as well as the funnel flow and the content of pre-landing/landing pages to pay attention to. Many things can affect a campaign’s result such as verification before the first deposit, the lack of locally popular payment methods support and the the first deposit amount."

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2. How can a beginner determine the potential of an offer? Which metrics should they focus on to avoid wasting budget?

 

Daria Maichuk

" Key metrics are Conversion Rate (CR), Earnings Per Click (EPC), and Click-Through Rate (CTR). A low CTR usually means the offer doesn’t match the audience or creatives. Test multiple landers — welcome pages and reg forms typically perform best. Also consider First Time Deposits (FTD) and retention, as they reflect the long-term potential of an offer."

Veronika Ponomareva

"Cost per registration, cost per conversion and ROI — are basic yet the most crucial things to look at. Potential means the long-lasting profit, so pay attention to the LTV (Lifetime Value). An offer could have a moderate EPC, but if the player retention is high and brings many secondary deposits, then the LTV would be extremely high accordingly. Ask your manager about the LTV of the offer in the required geo."

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3. How does a brand’s license affect the choice of GEO and traffic?

 

Daria Maichuk

"White licenses allow affiliates to work in regulated markets and run campaigns on official ad channels like Google Ads, FB, and TikTok. Grey licenses are also usable, but platforms often restrict or ban them, so affiliates need strong moderation skills."

Veronika Ponomareva

" The licensing topic is highly important due to the fact that it determines the legality of traffic and what sources are acessible. Strict licenses (MGA, UKGC) approve only the cleanest traffic (mostly PPC and SEO). The traffic is very expensive, but provides quality leads. Curacao license gives more freedom as you can work with push-traffic, teasers and popunders. High risks come with no license at all as well as the accessible traffic sources are very limited."

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4. Which three GEOs currently deliver the highest ROI in iGaming, and why?

 

Daria Maichuk

" Germany: high purchasing power, stable LTV and retention, large deposits, strong conversion.
Canada: fast-growing, high trust in licensed brands, boosting CR and retention.
Australia: players spend more, stay active longer, and convert well into deposits."

Veronika Ponomareva

" Depends on the traffic source we’re looking at, for example, if it’s either push or pop, then Bangladesh, Brazil and South Africa are currently on top."

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5. How can you understand whether an offer fits your main traffic source (FB, PPC, push, etc.) before testing?

 

Daria Maichuk

" Beginners often test blindly, but it’s possible to know in advance. FB and Google are the most widespread sources. Google traffic is highly engaged because players search for the product themselves. Facebook is harder for retention, but we work actively to improve it, especially for this audience, where push campaigns are essential. Push/Pop works for most offers, though CR is lower. If an offer has working apps (ASO), it can also be promoted through stores."

Veronika Ponomareva

" Facebook and Google Ads are following strict guidelines on accessible content regarding iGaming offers, so it’s a common headache for marketers to test offers there and co-exist with moderation rules. Push and pop traffic doesn’t apply so many demands to the advertising content, so they’re way more preferrable for promotion means. So are Telegram Mini Apps, by the way, since they feature more tolerant moderation by advertising networks and fresh relevant audience."

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6. Top 3 traffic sources for iGaming in 2025?

 

Daria Maichuk

"Google: high-intent users, precise targeting.
Facebook: huge reach, flexible creative testing.
SEO: long-term stability, independent of traffic costs, especially effective for RevShare."

Veronika Ponomareva

"Telegram Mini Apps: fresh audience, broad opportunities for advertising formats and extremely relevant users who come from casual games and tap-to-earn clickers.
Push-notifications: proven traffic source with high CTR and pre-made user bases that provide easier outreach to converting players.
Popunders: high CR and cost-effective means for promotion, since quality landing pages are usually enough to convert impulsive gamblers."

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7. Do your affiliates drive traffic through Telegram and what are the specifics? What do you think about mini-app traffic?

 

Daria Maichuk

"Yes, we’ve seen such cases, but most affiliates still prefer other sources. Data is still limited, but we’re closely monitoring Telegram and mini-app traffic and see strong potential here."

Veronika Ponomareva

"For us it’s a channel that we actively explore, since introducing Telegram Mini App ads showed us how much of a potential they hold straight away. First of all, TMAs themselves offer a global coverage and outreach to a variety of potential leads for the iGaming products, coming from all over games and applications. In fact, since the moderation policies there are independent from the official Telegram Ads platform, that gives additional interest to this traffic."

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8. How many FTDs are needed to objectively evaluate an iGaming offer?

 

Daria Maichuk

"PPC: 20–30 FTD.
Facebook (slots): 20–30 FTD.
Facebook (crash games): at least 100 FTD.
In-app: around 100 FTD."

Veronika Ponomareva
"At least 30 FtD, but to evaluate the offer properly it’s best to look into the player activity in the long run, the average amount of the deposits and other in-depth metrics."

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9. Which KPIs do you recommend for testing: ROI, FTD, deposit, or retention?

 

Daria Maichuk

"We often use soft KPIs. On average, we expect the avg dep count to be >=2. Sometimes we also track the ratio of total deposits to partner payout."

Veronika Ponomareva

"It’s a complex matter as hitting the KPIs is usually the result of a combination of factors getting along."

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10. What should affiliates do if an offer “drops” after two weeks — switch or optimize?

 

Daria Maichuk

"If results were good initially, optimize creatives and targeting. If not, check whether the creatives included slots actually available in the product. Our managers always provide updated slot and targeting recommendations."

Veronika Ponomareva

"Optimize the campaign, examine the metrics, check the creatives, change landing pages – try to find the correlation to this in the traffic performance."

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11. Which statistical indicators show that an offer can be scaled?

 

Daria Maichuk

"The main sign is stable positive ROI over several days or weeks. Also look at the funnel (click → registration → deposit) and player retention."

Veronika Ponomareva

"Simply, a more or less stable ROI is the main indicator here."

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12. How to scale an offer within one source without lowering CR?

 

Daria Maichuk

"Increase budgets gradually — 10–20% every 1–2 days. Scale your best-performing bundles first. Always refresh creatives: without new content, audiences burn out and CR declines."

Veronika Ponomareva

"The same level scaling is the key. If by creatives, then create new combinations of creatives and landing pages. If by the audience — gradually add more newcomer oriented targetings, instead of increasing the bids on the current ones. Just test everything by degrees."

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Conclusion

N1 Puzzle Promo was the starting point of making marketers achieve higher results through the competition and challenges in the iGaming promotion, but some topics must be covered also. If you’ve ever wondered — is there a way to choose an iGaming offer and know exactly what you signed up for, then you’ll truly find the expertise shared here relevant. Everything to pay attention to, from crucial metrics to accessible traffic sources and currently profitable geos for iGaming niche — explained by experts of N1 Partners and RichAds!

RichAds ad network has been working with the iGaming vertical for years now, regularly sharing expertise with marketers on blog and affiliate conferences. Giving access to a self-serve ad platform for launching campaigns in over 220+ geos on such traffic as Telegram Mini Apps, push, pops, in-page, domain redirect, display banners and native, the shared expertise is comprehensive and up-to-date. Run profitable campaigns on RichAds’ high-quality traffic!