Performance Marketing

Player Acquisition (PA) Networks

Affiliate Marketing Structures

Affiliate marketing is particularly important in Gaming due to regulatory restrictions on direct advertising in many jurisdictions. Affiliates operate review sites, comparison portals, tipster communities, and bonus aggregators that drive high-intent traffic.

1. Creative Testing & Optimisation

Continuously A/B test ad creatives (video, static, native) to identify highest-performing variants within regulatory constraints. Test different hooks, game showcases, bonus messaging, and calls-to-action. Winning creatives should be scaled while underperformers are paused. Ensure all creatives comply with local gambling advertising regulations and include responsible gambling messaging where required.

2. Cohort-Based Budget Allocation

Analyze performance by player cohort (registration date, channel, creative, geo) to identify high-LTV segments. Allocate more budget to channels and creatives that drive players with strong deposit frequency and monetisation. Pause or reduce spend on cohorts with poor retention or low ROAS. Pay particular attention to geo-specific performance due to regulatory and cultural differences.

3. Incrementality Testing

Run geo-holdout tests or randomized controlled trials to measure true incremental lift from campaigns. Not all registrations are incremental—some players would have found your site organically. Understanding incrementality prevents over-attribution and wasted spend on campaigns that don't drive true growth. This is especially important when evaluating affiliate vs. direct channels.

4. Automated Bidding & Machine Learning

Where available and compliant, leverage platform algorithms that optimise toward your target CPD or ROAS. Feed conversion events (registrations, FTDs, qualified players) back to ad platforms to improve targeting. Machine learning can identify high-value players more efficiently than manual targeting, though gambling ad restrictions may limit available optimisation features.

5. Retargeting & Re-Engagement

Create performance campaigns targeting lapsed players (7+ days inactive) with special offers, reload bonuses, or new game launches. Retargeting typically has lower CPD and higher conversion rates than cold acquisition. Use email, push notifications, and display retargeting to bring players back. Ensure all reactivation messaging complies with responsible gambling guidelines.

6. Affiliate Relationship Management

Build strong relationships with high-performing affiliates through competitive commission structures, exclusive bonuses, and dedicated support. Top affiliates can drive significant volume of high-quality players. Monitor affiliate traffic quality closely to prevent fraud and bonus abuse. Consider tiered commission structures that reward affiliates for player quality, not just volume.

7. Geo-Specific Optimisation

Different regions have vastly different CPD, LTV, and ROAS profiles due to regulatory environments, competition, and player behavior. Licensed markets (UK, Malta, New Jersey) have higher CPD but also higher LTV and regulatory protection. Emerging markets may have lower CPD but require different payment methods and bonus structures. Optimize bids, creative, and offers by geo for maximum efficiency.

Set Clear KPI Targets

Define target CPD, FTD rate, D7 ROAS, and payback period before launching campaigns. Without clear targets, you can't determine if a campaign is successful. Targets should be based on your player LTV curve, vertical (sports betting vs. casino vs. poker), and regulatory environment.

Implement Robust Attribution

Use tracking platforms and affiliate networks that accurately attribute registrations and FTDs to specific campaigns. Proper attribution is essential for calculating true ROAS and optimizing budget allocation. Implement server-side tracking where possible to avoid cookie-blocking issues. Track both last-click and multi-touch attribution to understand the full player journey.

Balance Scale and Efficiency

Don't optimise purely for lowest CPD—you may sacrifice scale. Find the optimal CPD where you can acquire sufficient volume while maintaining positive ROAS. Scaling often requires accepting slightly higher CPD to reach broader audiences. Monitor both efficiency metrics (CPD, ROAS) and volume metrics (FTDs, active players) simultaneously.

Prioritize Compliance

Ensure all performance marketing campaigns comply with local gambling advertising regulations. This includes age restrictions, responsible gambling messaging, bonus terms transparency, and prohibited targeting (minors, self-excluded players, vulnerable groups). Non-compliance can result in fines, license suspension, and reputational damage that far outweigh any short-term acquisition gains.

Monitor Fraud and Bonus Abuse

Implement fraud detection systems to identify suspicious registration patterns, duplicate accounts, and bonus abuse. Work with affiliates to prevent incentivized traffic and click farms. Track player quality metrics (deposit rate, average deposit value, churn rate) by source to identify low-quality channels. High registration volume with low FTD rates often indicates fraud or poor traffic quality.

Test and Iterate Continuously

Performance marketing requires constant optimisation. Test new channels, creatives, landing pages, bonus offers, and targeting strategies regularly. What works today may not work tomorrow as competition increases and player behavior evolves. Maintain a structured testing roadmap and document learnings to build institutional knowledge.