Germany to apply major iGaming updates by 2026
Germany could soon fix key problems in its iGaming laws, including confusing deposit limits, stake restrictions, and IP blocking rules.Experts from the DOCV (Germany’s...
How to Grow Casino Traffic? Online Casino Traffic Secrets in 2025
There are 2 major tasks to solve when launching casino or sportsbook projects:
- To come up with a high-quality website and service for players
- To engage those players!
If you need a guide on acquiring casino traffic and why it’s essential for iGaming operators, you came to the right place.
Before jumping to the ins and outs of where to get casino traffic from, let’s, first of all, understand what it is and why many iGaming operators aim to attract casino players.
Understanding Casino Traffic Fundamentals
Why should you be able to understand where your traffic comes from and how it’s behaving? It helps optimize marketing strategies, and target the right audience. You can focus on attracting visitors, but with the goal of attracting the right visitors you’ll likely increase your conversions way more.
What is casino traffic?
Casino traffic refers to targeted traffic directed toward gambling operators such as casinos or sports betting sites. It can be generated through many channels, including Search Engine Optimization (SEO), paid advertising, and affiliate marketing.
Different Stages of Casino Traffic
- Cold Traffic: Users with no previous exposure to your brand.
- Warm Traffic: Visitors familiar with your platform but not yet converted.
- Hot Traffic: Returning users ready to deposit/engage.
We know that driving casino traffic, especially high-quality traffic, is necessary for a successful iGaming operator. It’s easy to fall into the trap of chasing large volumes, but without quality, this traffic simply won’t convert. But how do we differentiate high-quality online casino traffic from one of lower quality?
High-quality traffic means users who are genuinely interested, more likely to convert, and have higher lifetime value. On the other hand, large volumes of low-quality traffic might boost your numbers on paper, sure, but are unlikely to meet the end goal of meaningful engagement (or revenue).
Key Factors When Purchasing Online Casino Traffic
When we’re talking about gambling traffic, first we have to understand what will help your business grow. Before you buy casino traffic:
1. Make sure it hits your core audience and converts well.
Think about what is appealing enough to draw people in: Usually, it’s attractive deals, different payment methods, and an easy signup process.
Players are always on the lookout for the best deals, so:
2. Promoting your casino loyalty programs and bonuses will be the main game-changer.
As for the quality of your casino traffic:
3. Take a look at its user data.
It is very important for keeping your traffic high-quality, improving conversion, engagement, and retention rates.
After understanding what to look for in gambling traffic and how to optimize your conversion rates, you’ll naturally wonder how and where to buy casino traffic to grow your business. This leads us to the main topic of this article…
How to Buy Online Casino Traffic?
There is an impression that there are countless options when it comes to buying casino traffic and many different ways to do it as well. This goes away right after you launch your own casino brand. Chances are, you’ll find that the affiliates you knew, traffic providers you met at an event, and email marketing gurus you had a beer with are not sufficient to accomplish this task. Either they don’t possess the resources they have stated before or their resources are very limited to lift off your project.
So, there are five main ways of acquiring casino traffic:
- Affiliate Marketing
- Traffic Providers
- Traditional and Digital Marketing Campaigns
- iGaming SEO Strategies
- Paid advertising and retargeting
These options seem pretty self-explanatory at first, however, driving casino traffic can be tricky to master, due to the large number of variables casino brands have to deal with, especially relating to regulatory compliance in a lot of markets.
Affiliate Marketing
Known as a tried and true online casino marketing strategy for gaining exposure, promoting, and advertising your online casino in front of the right people, affiliate marketing offers a list of benefits for iGaming operators, including:
- Affiliates handle much of the marketing effort for you.
- It’s relatively easy to start working with affiliates.
- With Commission models you pay only after you have already received your gambling traffic.
How Affiliates Generate Valuable Online Casino Traffic
There’s many types of iGaming affiliates, each with their own methods of driving casino traffic that converts well, the main ones being:
- Blogs or review sites that write casino reviews, bonus comparisons, and guides.
- Streamers and video creators that stream slot sessions and share big wins.
- Social media influencers on that post casino content, bonus codes, and quick reviews.
In all cases, your traffic comes from their optimized content, targeting the right players at the right time.
If you’ve gotten this far, the next question you’ll likely ask yourself is…
Where to Find Casino Affiliates?
You can start the old-school way. One of the simplest ways to find affiliate websites is to google keywords, such as:
- Best online casinos
- Top online sportsbooks
- Best online slots in *name of a country*
- Latest casino bonuses
- Assured bets websites
Most of the websites Google brings up will be affiliate sites. But the truth is, without a decent portfolio of integrated casino vendors and competitive bonus offers for players, it won’t be easy to stand out. This method is also quite slow and cumbersome, as you’ll have to assess the quality of each prospecting affiliate one at a time, to make sure you don’t run into any potentially fraudulent iGaming affiliates.
It can get overwhelming to try to find the perfect match for your brand and even more frustrating to communicate with those affiliates. This is where AffPapa’s Best iGaming Affiliates come in. We have compiled a list of the best affiliates for online casino and sportsbook websites, you’ll just have to browse the list and reach out to their managers. Overall, we have more than 1800 registered affiliates who you can connect with by registering at AffPapa.com.
Access AffPapa’s Quality Affiliates
Whether you’re looking for affiliates who specialize in online casinos, sportsbooks, or both, AffPapa’s iGaming directory will have you covered with the quality traffic your brand needs.
Why choose AffPapa for your traffic needs? We connect iGaming operators with the most reliable and high-quality traffic sources. Our iGaming directory connects operators with affiliates that bring in the right players and turn them into loyal customers. As an AffPapa-registered operator, you’ll have:
- The option to filter affiliates by target geography, player demographics, and more.
Whether it is targeted at Sports/Esports, Casino/Ecasino, or P2P, you can browse through our list of affiliates, and connect directly with their managers through AffPapa’s platform.
- Access to a range of affiliate services, including SEO-driven content, promotional materials, etc.
- Tools and insights you need to optimize your traffic acquisition strategy.
Below, you will also find a list of some of AffPapa’s affiliates who are ready to work on driving your casino traffic:
Vita Media Group
Products: Sportsbook, Casino
GEOs: Austria, Canada, Denmark, Finland, France, Germany, Greece, Ireland, Netherlands, New Zealand, Norway, Poland, Sweden, United Kingdom, United States
Deals: CPA, PPC, Hybrid
Betting.com
Products: Sports, Esports
GEOs: Finland, Germany, Norway, Poland, Sweden, United States
Deals: CPA
Slots Calendar
Products: Casino
GEOs: Canada, Germany, Romania, United Kingdom, United States
Deals: CPA, Rev Share, Hybrid, Fixed Fee
Gamblizard
Products: Casino
GEOs: Canada, France, Germany, Italy, United Kingdom
Deals: CPA, Rev Share, Hybrid, Fixed Fee
Mr.Gamble
Products: Casino
GEOs: Canada, Estonia, Finland, Norway, United, Kingdom, United States
Deals: CPA, Rev Share, Hybrid, Fixed Fee
Casino Guru
Products: Casino
GEOs: Argentina, Belarus, Brazil, Colombia, Georgia, Kazakhstan, Mexico, Russian Federation, Ukraine, Venezuela
Deals: CPA, Rev Share, Hybrid, Fixed Fee
Bojoko
Products: Casino, Live Casino
GEOs: Canada, Finland, United Kingdom
Deals: Rev Share, CPA, Hybrid
LegalBet
Products: Sportsbook
GEOs: Russia, Kazakhstan, Belarus, Spain, Other
Deals: Rev Share, CPA, Fix, Hybrid
Smart Casino Guide
Products: Sportsbook, Casino, Live Casino
GEOs: Western Europe, Nordics, Italy, New Zealand, Other
Deals: Rev Share, CPA, Hybrid
GamblersConnect
Products: Casino, Live Casino, Lottery, Sportsbook
GEOs: United States, Finland, Germany, United Kingdom, Other
Deals: Rev Share, CPA, Hybrid Fix
Avoiding Fraud: How to Buy Quality Casino Traffic?
A big disadvantage, especially in affiliate marketing, is its vulnerability to fraud, happening mainly due to its performance-based nature. However, this disadvantage is fairly easy to overcome. Thanks to the affiliate tracking and anti-fraud solutions available on the market, operators can protect themselves and their legitimate partners against lower-quality firms. How to avoid iGaming affiliate fraud? Keep these steps in mind:
- Always check the affiliate’s reputation/website/traffic
- Research iGaming affiliate fraud cases on discussion forums
- Check the affiliate site’s SSL Certificate (HTTPS), terms and conditions/privacy policy
- Work with affiliate networks/affiliate management solutions that offer fraud protection
- Search for iGaming affiliates on established directories
One effective way to simplify this process is by using AffPapa. As a trusted iGaming directory and connection platform, AffPapa reviews both affiliates and operators for secure partnerships and minimizes the risk of fraud.
iGaming Traffic Providers
Traffic providers are similar to affiliates in terms of driving traffic to your website. However, there is a fundamental difference between them and affiliates– you have to pay traffic providers beforehand, hence, all the risks of monetizing iGaming traffic rely entirely on your shoulders.
An iGaming traffic provider works with the principles of traditional marketing, which forgoes many of the benefits of affiliate marketing, such as its pay-as-you-go nature, flexibility, and scalability. One of the largest downsides of using traditional marketing services is that a subpar marketing campaign can cost the operator a lot and deliver very little value. This can happen by:
- Targeting the wrong audience
- Having poor promotional materials that don’t attract potential players
On the brightside, driving casino traffic through iGaming traffic providers is less susceptible to fraud. Considering that most traffic providers offer reasonable pricing, their services can be worth trying out.
Here are the top 3 well-known and trusted iGaming traffic providers and their offerings:
Traffic | Products | GEO | Deals | Contact | |||||||||||
 GlobalGate |
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| The team at Global Gate Solutions has been working in the gaming and marketing scene for more than 17 years. They offer different services, including PPC, SEO campaigns, SMS and email campaigns as well as YouTube and Twitch marketing campaigns. | |||||||||||||||
 HasTraffic |
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| HasTraffic offers a multi-channel platform which contains targeted traffic. These channels include push notifications, SMS, emails, social media (such as banners and influencers), and much more. | |||||||||||||||
 Clickadu |
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| Clickadu position themselves as advertising network for variety of channels with unique competence, and experience in enhancing monetization for publishers and advertisers. | |||||||||||||||
Other Channels for Driving Casino Traffic
Besides affiliates and traffic providers, there’s a whole world of channels that’ll drive your casino traffic.
- iGaming SEO Strategies bring long-term organic visibility.
- Paid advertising and retargeting via PPC ads & CPM campaigns to reach potential players and re-engage those who have already shown interest.
- Digital marketing, including PR for brand mentions, email marketing for targeted offers, bonuses, updates to subscriber lists, and influencer marketing with streamers/content creators on YouTube, Twitch, TikTok, and Instagram.
Of course, there are also traditional marketing campaigns that have been around for much longer, and are considered a trusted way to build up brand recognition and credibility. These will work especially well in highly regulated markets/regions where digital reach is limited: TV commercials, print ads, and event sponsorships can drive visibility and attract quality casino traffic.
How to Calculate ROI in Casino Traffic Buying?
Traffic becomes an unnecessary expense when its costs outweigh its returns. Before investing serious money, make sure you’re tracking the right metrics:
1. CPA (Cost Per Acquisition)
EX: IF YOU SPEND 500$ AND RECRUIT 10 NEW PLAYERS, YOUR CPA IS 50$.
2. LTV (Lifetime Value)
EX: IF THE AVERAGE PLAYER DEPOSITS $200 IN 6 MONTHS, AND YOU PROFIT 20% ON THIS, THEN LTV = $40
You want to check and make sure your LTV is greater than CPA; if not, consider making some adjustments to your campaigns.
3. Conversion Rate
EX: 1,000 VISITORS AND 25 REGISTRATIONS = 2.5% CONVERSION RATE.
4. Retention Rate
How Does Geographic Targeting Work for Online Casino Traffic?
The quality of your casino traffic depends on if you’re attracting the right players, which, in it’s turn, depends on whether they’re in the right location. Geographic targeting helps casino operators focus their marketing on players who are legally able (and likely) to register, make a deposit, and stick around.
Why is geo-targeting important for online casinos? Simple: every country has different laws on gambling. Some, like the UK, Sweden, and Malta, have strict licensing requirements. Others limit or even block any type of gambling ads. If you don’t pay attention to where your traffic is coming from, you are very likely wasting your budget on players you can’t even legally accept—or worse, run into compliance trouble.
Besides the legal side of things, players from different regions have different preferences, especially when it comes to payments. For example:
- Players in Germany usually prefer Sofort or Giropay.
- In Scandinavia the go-to options are Trustly and Swish.
- Canadian players prefer Interac.
- PIX and crypto payments are becoming more and more common all over Latin America.
If you’re sending the same offer to everyone without taking into consideration where they are, you’re probably leaving your money on the table. To avoid being too generic with your offers, always match your promotions, currency, and payment methods to the preferences of the local market.
Situational Example: Let’s say you’re launching a “€500 Welcome Bonus.” If your ad is showing in countries that prefer USD or local currencies like SEK (Swedish Krona) or CAD (Canadian Dollar), your conversion rates will likely drop. With geo-targeting, you can:
- Show a €500 bonus ad to European audiences.
- Show a $500 CAD bonus to Canadian players.
- Exclude regions where your casino isn’t licensed.
Conclusion: Advantages of Choosing AffPapa Affiliate Partners
Casino traffic plays a big role in the success of a casino brand, as an iGaming site needs an evolving base of loyal customers to grow. That’s exactly why so many operators turn to affiliate marketing. In contrast to one-off ad buys or generic traffic providers, affiliates are real partners who know how to connect a casino brand with players who are actually looking for what it offers.
And when it comes to finding affiliates you can rely on, AffPapa’s iGaming directory simplifies that process. The platform is built to help you cut through the noise and match your casino or sportsbook with reliable affiliates who understand iGaming regulatory compliance, have traffic sources and customized player retention strategies.
One last piece of advice to wrap this article up: Explore your options carefully to find what works for you, focus on building steady casino traffic, and don’t forget that AffPapa is always ready to help!
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