Publication date: 09 Jul 2025
In the gambling and betting verticals, advertising drives growth, but not all iGaming advertisers can sustain themselves. In our new article on 3S.INFO, let’s explore why some projects fizzle out within a month, while others endure for years.
- In the first part, “Types of iGaming Advertisers: From Professionals to Scammers”, we explored different types and models to help partners work with reliable counterparts.
Why Is the Quality of Advertisers Declining in Gambling and Betting?
Due to intense competition and easy market entry, many unreliable operators emerge, employing aggressive marketing and deceitful tactics. Let’s explore the main causes of this issue.
Rising Competition and Easy Market Entry
- Numerous white-label solutions allow launching a casino within 2–3 weeks without a fully professional team.
- The absence of economic and technical barriers fuels an influx of amateurs who lack expertise in customer service and unit economics.
Infrastructure Simplification
- Scripts and templates are readily available, making brand creation more affordable.
- However, these projects often lack well-defined marketing and product strategies.
Goal: Quick Monetization
Projects aimed primarily at capturing FTD before closing down.
- No retention efforts, no investments in CRM, analytics, or customer support.
- Low LTV, high churn rates, burned channels, and damaged branding.
Stricter Regulation and Pressure on the Legal Sector
- Acquiring licenses is becoming increasingly difficult and costly.
- Legal brands bear significant expenses but must compete with gray projects.
- Regulators often struggle to curb the shadow sector, leaving reputable companies at a disadvantage in the short term.
Social Media and Ad Platform Blocks
- Advertising platforms (Meta*, TikTok, Google) have tightened moderation.
- Direct promotion of offers is impossible without cloaking or workarounds.
- Even legitimate projects must seek alternative channels.
- *Meta Corporation is deemed extremist in Russia.
Staff Shortage
- The iGaming niche is perceived as a “goldmine,” but many newcomers are unprepared for the workload. Learn more about recruitment challenges in the interview “Do What You Truly Love” on 3S.INFO, featuring Elena Rzianina, CEO and Founder of Lenkep Recruitment.
- The departure of experienced professionals to other industries lowers the overall level of expertise.
Quick Fixes Instead of Strategy
- Massive use of aggressive creatives, clickbait, and pre-lands with fake reviews.
- Neglect of analytics, LTV enhancement, and user experience.
- No focus on retention. Traffic is delivered in one direction only.
How to Identify an Unreliable iGaming Advertiser?
- No public information available: neither reviews nor case studies.
- Unable to find manager’s contact details. Domain was recently created.
- Too-Good-to-Be-True Terms: Offers like 70–80% RevShare, instant payouts, no contracts.
- No official agreement, offer terms, or accountability.
- Ignoring requests for payment confirmation or clarification.
Collaboration with untrustworthy iGaming advertisers can lead to loss of budget, time, accounts, and reputation. Before engaging, it’s essential to:
- Verify the prospective advertiser’s legal status, domain history, and licensing credentials.
- Review feedback, case studies, and thoroughly examine working conditions.
- Operate through trusted CPA networks that provide guarantees.
Long-term success in iGaming is achievable only with partners committed to mutual trust and mutual benefit, not deception or illusions of quick profits.
How to Find a Responsible Advertiser in Gambling and Betting?
The market for online casinos and bookmakers is flooded with new projects of uncertain reputation. Many hide true terms of cooperation, manipulate data, and delay payments. How can you avoid scams without verified rankings or reviews?
Criteria for a Responsible iGaming Operator
1.Legality and Licenses
Valid offshore or local licenses, such as: MGA (Malta), UKGC (UK), KSA (Netherlands), DGOJ (Spain), GGL (Germany).
Holding a license entails adhering to stringent requirements:
- Transparent payment systems.
- Player protection measures.
- Regular platform audits.
- Compliance with AML/KYC regulations.
2.Responsible Gambling
- KYC Checks: Identity verification, age validation, source of funds assessment.
- Ability to set limits on stakes, deposits, and losses.
- Self-Exclusion Option.
- Addiction Support: Provide links to resources like GamCare, BeGambleAware, and others.
3.Ethical Marketing Practices
- Honest Advertising: No misleading claims such as “100% win,” “instant payouts,” etc.
- No targeting of vulnerable groups: minors and dependent individuals excluded.
- Transparent bonus and promotion terms.
4. Security and Fairness
- RNG Testing: Certified random number generators tested by reputable bodies like eCOGRA, iTech Labs, GLI.
- Data Protection: Compliance with GDPR regulations.
- Anti-Money Laundering (AML) Systems.
- Clear contact details, support channels, documents, and company history publicly available.
Responsible advertisers focus on sustainability rather than squeezing traffic for short-term gains. For affiliates or ad networks, selecting a partner should start with evaluating transparency, licensing, payment history, and reputation. A quality-first approach ensures longevity in this competitive landscape.
Want a PDF Checklist: “How to Choose an iGaming Advertiser”? Write to us, and we’ll prepare it for you!
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