Hello, community! When discussing gambling and iGaming in general, we’ve noticed that we rarely mention betting as a distinct phenomenon, a separate vertical. Today, we decided to fix this oversight and prepared a comprehensive review for you. Enjoy reading!
But before we dive in, we’d like to remind you that betting is also considered part of the iGaming industry. What exactly is this industry about? Check out our detailed review.
What is betting in general?
Betting is not just a vertical in affiliate marketing. It’s also an independent activity associated with placing bets on sports and sporting events. Overall, it’s a fairly classic type of wagering, almost traditional.
How do bets generally work? A person makes a wager with a bookmaker, who, in turn, offers their view of the odds for a specific scenario, expressed as a coefficient. If the player guesses correctly, they receive back their money plus the bookmaker’s share. Otherwise, everything stays with the bookmaker.
The betting vertical is essentially a category of promotional offers from bookmakers, where they invite affiliates to drive traffic to their sites. Affiliates typically earn commissions based on the losses of the players they refer. However, there are other payment models as well, which we will also discuss.
What payment models exist in betting?
The main reason people enter affiliate marketing is, of course, money. So, let’s start there.
Traffic in betting can be monetized through the following models:
- CPA – Not very common but still available. Payments are made for registering a new player or making a first deposit (FDP);
- RevShare – The bookmaker pays a percentage of the player’s losses to the partner;
- Hybrid – Combines payment for registration with a deposit and a percentage of the player’s losses.
These are the three main models found in most offers. However, there are also other, less common options. For example, purely CPL, or even CPI (cost-per-install). In the latter case, payment is made when a player downloads and installs the bookmaker’s mobile app.
It’s important to understand that, unlike CPA, profits from RevShare become noticeable and significant only in the long term. If you just want to test the vertical, it’s better to choose CPA offers.
Best GEOs for Betting
There may not be a “gene for gambling,” but certain countries are more inclined toward betting on specific sports events.
This isn’t a phenomenon. In poorer countries, people often dream of winning big money quickly. On the other hand, in Tier-1 countries, betting on sports is more about chasing the thrill. Consequently, countries in the middle can’t quite compete with Tier-1 and Tier-4. Tier-1 countries are the most solvent and interested in betting, while Tier-4 countries compensate for their lower purchasing power with cheaper traffic costs.
Additionally, Tier-4 countries like India or regions in Africa can be an ideal choice for beginners. The combination of demand for gambling and low traffic costs allows you to get a feel for the vertical, gain experience, and avoid losing your entire budget on the first campaign.
It’s Important to Analyze Your Target Audience
Besides choosing the right GEO, analyzing your target audience is equally crucial since your advertising campaign will revolve around it.
The profile of your target audience will depend on the sport and the country from which you are driving traffic. For instance, if it’s football, you can confidently target financially capable men aged 25–45 from Tier-1 countries.
Esports also have their own audience, consisting mainly of young people. Although older men might also bet on games like Dota 2, it’s better to target young males aged 20–25 to gain more leads.
Experts also recommend reaching out to advertisers for additional insights on the target audience. For example, understanding who tends to deposit the most in a specific region for certain sports is vital. The focus should always be on people who deposit funds, not just register.
Is Esports a Separate Branch of Betting?
It’s also important to mention esports, which has long been recognized as its own betting category.
Esports betting works similarly to traditional betting, but all events revolve around competitions in computer games like Counter-Strike, Dota 2, LoL, and so on.
In Tier-1 countries, esports consistently ranks high in terms of viewership. In fact, some esports finals attract more viewers than traditional sports like basketball in the United States.
Overall, if you’re not afraid to drive traffic from Tier-1 countries and have some experience in traditional betting, it’s worth allocating your budget to esports campaigns. Here, the audience comprises young, enthusiastic people, including many financially capable tech professionals, offering a real chance for high profits!
Conclusion
Betting is a classic and versatile vertical, offering opportunities to drive traffic from various countries, work with diverse target audiences, and achieve consistently high payouts. The key is to analyze the market, understand sports, and be ready to test campaigns. Competition is fierce, and carving out your niche can sometimes be quite challenging.
Do you run campaigns in the betting vertical, or do you avoid it altogether? Share your experiences in our Telegram community, where Ukraine’s most experienced affiliates gather!
Best regards, Your Geek!
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