Hello, community! Each of us tries to squeeze the maximum from available traffic. A large number of clicks without conversions is much worse than fewer clicks with a high conversion rate. That’s the baseline truth.
You can influence conversions in many ways. One key lever is motivating customers to perform the target action—legally. That means only with methods your advertiser approves or tools they provide directly.
One of the main ways to increase conversions in bookmakers and iGaming is to use welcome bonuses. But a plain “+150% to the first deposit” hardly surprises anyone anymore (even though it still works—and we’ll talk about it). Modern bookmakers are getting more inventive, which benefits affiliates as well.
Today we’ll cover how modern sportsbooks attract new players, what they offer at the start, and what they use later to support LTV. And if you’re not fully clear on what bookmaker offers are, check out our in-depth guide!
What Are Free Bets?
One of the most common bonus types in modern sportsbooks is the free bet. Literally, it’s a “no-cost bet,” and that’s exactly how it should feel to a potential player. A free bet lets you:
- Place a risk-free wager—great marketing for audiences who are on the fence.
- Avoid spending personal money (and who doesn’t like free stuff?).
- Introduce certain “buts” that still nudge players to deposit—for example, withdrawal conditions where a wager must be met using real balance, etc.
So as you can see, it’s not that simple.
Sportsbooks grant a free bet under specific conditions—e.g., making a deposit of a certain amount. Winnings may also be subject to a wagering requirement. If a client wins ₴100 with a free bet and the wager is x3, they must “turn over” that amount three times before they can withdraw.
There are also bookmakers that go further and offer a free bet with no deposit at all. Usually the requirement is completing verification; this may scare off some users, but the allure of “free” often wins.
A no-strings free bet is typically smaller than a post-deposit one. Still, the more lenient the conditions, the better the traffic converts—which can turn into serious profit down the road if you work on RevShare.
A free bet lets a player “test-drive” a sportsbook before putting their own money at risk—and this marketing works very well. So if you see offers with a no-deposit free bet, that’s a potential big plus for us.
Bet Insurance (Stake Refund)
Another similar “gift” is stake insurance. Here’s how it works: a player places a bet, loses, but the sportsbook reimburses the stake amount—either as cash back to the balance or as a free bet.
Many confuse stake insurance with a free bet. The key difference: to insure a stake, the player must first place it with their own funds. In other words, they must have deposited already—which matters when you’re on CPA or FDP.
This bonus targets more experienced players. Over the long run, it often looks more promising—and more profitable—than a free bet. Remember our note about RevShare above.
First-Deposit Bonus
This is the classic model not only for sportsbook offers but for iGaming overall. The principle is simple: a player tops up their balance by a certain amount and receives a 100–200–300% bonus.
They can’t withdraw it until it’s wagered. The bonus comes with wagering requirements that typically make cashing it out later unlikely. In any case, we receive our payout within FDP, so there’s no downside for us.
First-deposit bonuses still work well—even though most active players understand wagering. Yes, such bonuses slightly increase the risk that players end up in profit and our RevShare balance dips. But if you’re paid for the first deposit event, there’s no risk for you.
How Do These Bonuses Help Affiliates?
Why are we detailing these bonuses? Because they are our main instruments for driving players to sportsbooks.
Our core task is to select offers that provide generous, relevant bonuses for new players—and to ensure the player continues receiving perks throughout their lifetime. That way, lead LTV grows, and we earn not only “here and now” but also in the long run.
Finally, use these bonuses in your ad campaigns: highlight benefits clearly in creatives, or build pre-landers on top of them for better warming. No misleading—only real bonuses the player will receive after registration.
Conclusion
Modern bookmakers have a strong toolkit for converting traffic into leads—and we can leverage it in our campaigns. Today we reviewed the main bonus types you’ll find on nearly every platform. There are also more niche options we can cover in future materials—just say the word.
Do you work with bookmaker offers? Share your success stories in our Telegram community—the best Ukrainian hub for affiliate marketing!
Sincerely, your Geek!