iGaming is one of the most mature CPA verticals: the economics are built around the first deposit, and both sides know exactly what a player is worth. This page explains how FTD-based buying works for licensed casino and betting offers, which KPIs matter beyond the first deposit, and what we need from you to run traffic responsibly.
You submit the offer with vertical, GEOs, payout model and KPI definition.
Both sides confirm in writing what is billable, what is capped and what is prohibited.
A capped pilot on agreed sources with postback verification.
Sources and creatives are filtered by your approval data, not just conversion counts.
Volume grows only on cohorts that meet the agreed KPI.
In casino and betting, the standard billable action is the FTD — a first deposit of at least an agreed minimum by a new player. Some deals add qualifiers: a wager requirement, a second deposit, or baseline activity before the conversion is approved. Payouts are typically fixed per FTD, on revshare (a percentage of net gaming revenue the player generates), or hybrid — a smaller fixed amount plus a revenue share. The traffic partner buys media at their own cost and is paid only for players who pass your validation. Because player values differ enormously by GEO and brand, payout levels are always negotiated per offer — there are no universal market rates, and we do not quote them before reviewing your economics.
A first deposit is the entry ticket, not the business. Sustainable iGaming deals track the cohort further: repeat deposit rate, net gaming revenue per player, retention at day 7 and day 30, and the share of bonus hunters and multi-accounts. When you share this cohort data with the buying side, sources can be optimized toward players who stay — not just players who deposit once. Define in the brief which of these metrics gate scaling: for example, volume increases only when the repeat deposit rate of the previous cohort holds at your agreed level. This protects your margin and gives the buyer a clear quality target.
iGaming traffic comes from several format families, each with its own player profile: in-app and mobile display, push and in-page push, video and rewarded formats, search-driven landing funnels, and influencer or streamer traffic. What works depends on your brand positioning and GEO: mass-market casino brands often scale on in-app and push volume; betting brands around live events perform on content-aligned placements. Source transparency matters more in iGaming than anywhere else — you should always know which placements produced your players, both for quality and for licensing audits.
iGaming GEOs fall into three practical groups: regulated markets where you need a local license to advertise, markets where offshore-licensed operators commonly advertise, and markets where gambling advertising is prohibited. We run offers only where your licensing situation allows it, and we ask for license confirmation during onboarding. Tier-1 regulated GEOs deliver the highest player values and the strictest rules; emerging GEOs deliver volume at lower values. A sensible structure is to pilot in one or two GEOs, prove cohort quality, then expand. Tell us your license coverage in the brief, and we will tell you honestly where we can and cannot run.
Gambling ads carry strict rules everywhere: no targeting minors, no misleading win promises, responsible gambling messaging where required, and platform-specific restrictions. As the advertiser you are responsible for the legality of your offer and creatives in each GEO; as the buying side we enforce your creative rules on our sources and stop placements that violate them. We do not run cloaked funnels, misleading pre-landers or any setup designed to evade platform review — those setups end with blocked accounts and clawed-back conversions, which serves neither side. Note: in licensed verticals (gambling, trading, pharma-adjacent nutra), the advertiser is responsible for holding the required licenses and following the laws of each target GEO and the rules of every traffic source. We do not help bypass platform policies or legal restrictions.
Reports, postbacks and disputed conversions are handled against written KPI terms and logs on both sides. Payout models, schedules and hold periods are agreed individually per offer and confirmed in writing before traffic starts.
FTD is a first deposit by a new player, of at least the agreed minimum amount, made within the agreed attribution window. Validation happens against your system data: the deposit exists, the player is new, and any agreed qualifiers are met.
Revshare and hybrid models are possible for established brands with reliable revenue reporting. The structure — percentage, duration, negative carryover — is negotiated per offer. For new partnerships we usually start with a capped FTD pilot before discussing revshare.
It depends on your license. Give us your licensed GEOs in the brief; we confirm where we have suitable traffic and where advertising is restricted. We do not run offers in GEOs where your licensing does not permit it.
Payout must exceed the media cost of acquiring a depositing player in your GEO, plus the buyer's margin and fraud costs. Share your player lifetime value and target margin in the brief — we will tell you whether the economics work, rather than guessing a number.
Through source filtering, device and behavioral signals, and reconciliation against your fraud reports. Conversions you reject as fraud are reviewed against logs; sources that systematically produce them are cut from the rotation.
Yes. Daily and per-GEO caps are standard practice and recommended, especially in the pilot phase. Caps are lifted stepwise as cohorts pass your quality gates.
Ones that follow the rules: no guaranteed-win claims, no misleading bonuses, age-appropriate presentation. High-performing setups usually show the actual product and the real offer terms. We follow your creative guidelines and platform policies in every placement.
License confirmation for target GEOs, a tracking postback (Keitaro, Everflow, Affise, TUNE, CAKE or your own), KPI definition with validation rules, caps, and creative guidelines. The offer brief template lists everything.
Short brief — we reply through your messenger.