FTD (First Time Deposit)

Publication date: 12 July 2024

Imagine this: you’ve been running ads for a new online casino for a week, gathering interested users, guiding them through the funnel… And then, the moment of truth arrives—a player makes their first deposit. For you, as a traffic arbitrage specialist, this moment is the financial outcome you’ve been working towards. This very first payment is what the acronym FTD stands for, and it serves as the foundation for many affiliate programs in the world of iGaming.

What is FTD (First Time Deposit) in Affiliate Marketing?

What is FTD in gambling, in simple terms? To put it simply, FTD is the first deposit a new player makes into their gaming account after registration. It’s a key conversion metric for an affiliate, signaling that “cold” traffic has turned into a “hot,” paying customer, or in affiliate slang, a “depositing player.”

The term itself comes from classical marketing, where the concept of a “first purchase” exists. It migrated into traffic arbitrage with the development of affiliate marketing, becoming a universal measure of success and the primary currency in the relationship between the advertiser (the casino or betting operator) and the partner (the affiliate). Initially, FTD was a simple binary event: a deposit was made, and the affiliate received a fixed payout. However, its meaning has become more complex over time. Today, advertisers often set conditions: a minimum deposit amount (e.g., from $20), the use of a specific payment method, or even mandatory account verification before the funds are credited. Thus, FTD has evolved from a simple action into a complex, yet critically important, metric that directly impacts return on investment (ROI).

The Context of Using FTD in Affiliate Marketing and iGaming

In traffic arbitrage, FTD most commonly represents a CPA (Cost Per Action) model, where the action is precisely the first deposit. The advertiser pays the partner an agreed-upon amount for each attracted player who meets the FTD condition. This is a classic and the most popular model for beginners because it is transparent and predictable. Success in FTD arbitrage directly depends on choosing the right combination of offer + traffic source + GEO. For example, Canada is known for high payouts, while Argentina or the Philippines are known for high audience engagement, opening up different opportunities for the affiliate.

Practical Application (Case in Point)

Let’s consider a hypothetical but realistic case. An affiliate tests a niche casino with an offer of “FTD = $150” for the Canada GEO. They choose thematic Telegram channels, where the audience is already interested in gambling, as the traffic source. A series of creatives is created, featuring reviews of slot games available at that casino, emphasizing easy registration and fast withdrawals.

As a result of the campaign, a registration (Sign-Up) costs about $15. The conversion rate from registration to first deposit (FTD) is 20%. Therefore, the cost per depositing player (Cost per FTD) is $75. With a payout of $150, the affiliate’s net profit per player is $75. This example shows how important it is to track not just the final FTD, but all stages of the funnel, using a specialized tracker.

FTD vs. Other Payment Models: How to Choose

Although FTD is a cornerstone, it’s not the only model in affiliate marketing. To understand its place, it’s useful to compare it with alternatives. The main difference is that FTD is a one-time reward for a specific action at the beginning of a player’s lifecycle, while other models focus on the customer’s long-term value (LTV).

Pros, Cons, and Pitfalls of Working with FTD

Working with FTD offers has undeniable advantages, but it also comes with nuances.

Pros:
The main advantage is predictability. You know exactly how much you will earn for the target action, making it easy to calculate campaign profitability (ROI). This greatly simplifies budget planning and bid management. Furthermore, the FTD model minimizes the affiliate’s risk. You don’t depend on whether the player continues to play or withdraws their winnings later. Your task is to bring them to their first deposit, and that finalizes the deal.

Cons and Nuances:
The primary drawback is the limited income ceiling. If you attract a “whale” player who will bring the operator thousands of dollars, you will only receive the standard FTD payout. This can be unfair in terms of the traffic’s long-term value. Another critical nuance is the offer terms. Always read the rules carefully. Some operators require that the deposit is not only the first but also that the player doesn’t withdraw it immediately (so-called “anti-bonus hunting”). Also, pay attention to the minimum deposit amount and allowed payment systems, which is especially important when working with exotic GEOs like Bangladesh or Vietnam.

Common Mistakes When Working with FTD

1. Ignoring Post-Approve. The joy of a large number of approved FTDs can turn into disappointment when the operator conducts a post-approval (subsequent quality check of the traffic) and denies payments for deposits made using VPNs, duplicate accounts, or other methods that violate the rules. Always work with clean traffic, especially in strictly regulated markets like Spain.

2. Focusing Only on Offer Payout. Choosing the offer with the highest FTD rate is not always the best strategy. Casinos with a poor reputation, a complicated verification process, or slow payments will have a low conversion rate from registration to deposit, negating the benefit of the high rate. Research the operator’s reviews before starting.

3. Underestimating the Importance of the Landing Page. Many affiliates focus on traffic but skimp on creating a high-quality landing page. The landing page should not just call for registration but should lead the user to the idea of an easy and profitable first deposit, explain the steps, and talk about the bonus. Technologies like PWA can significantly increase conversion.

4. Incorrect Attribution and Data Loss. Using an unsuitable tracker or incorrect setup can lead to FTDs being attributed to the wrong traffic sources. As a result, the affiliate scales ineffective channels and turns off working ones. Always test the tracker-offer combination with a small amount of traffic before a full launch.

5. Ignoring the Second Deposit (STD). A successful affiliate looks not only at the conversion to the first deposit but also at the percentage of players making a second deposit (STD). A low STD rate is a red flag, indicating that you are attracting disloyal traffic or that the operator has poor retention and playthrough. This is a direct signal to optimize the campaign or change the offer.

Tips and Lifehacks to Increase FTD Conversion

So, how can you increase the likelihood that a registered user becomes a depositing player? Here are some practical tips.

FAQ

What is the difference between FTD and a Deposit?

FTD is always the *first* deposit of a specific player. A deposit is *any* deposit, including the first, second, third, and so on. In the context of affiliate marketing, FTD is the paid action, while subsequent deposits are usually only accounted for in RevShare or Hybrid models.

What is more profitable for an affiliate: FTD or RevShare?

There is no definitive answer. FTD is profitable for testing, for traffic with low retention, or when you need quick returns. RevShare can be much more profitable in the long run if you can attract loyal, active players. Many start with FTD and then, after gaining expertise, switch to hybrid models or RevShare.

Can an operator not credit an FTD?

Yes, and this is a common issue. Reasons can vary: the player used a bonus code not through your link, violated the rules (e.g., created multiple accounts), the deposit didn’t meet the minimum amount, or it was made using a prohibited payment system. To minimize risks, always study the affiliate program terms and conditions in detail.

Want to apply this tool in practice and find profitable offers with payment for the first deposit? Check out current offers on the 3SNET CPA network. To dive deeper into the topic, we also recommend our reviews on specific markets: how to drive traffic to casinos in India or promote sports betting in Nigeria. And to stay up to date, follow the sporting events schedule.

Valentina Lanskaya

I cover iGaming and the affiliate industry. I write articles ranging from conference reviews and knowledge base content to pieces...

19 articles

Author profile