iGaming marketing by people who have sat on the operator side
Eight years running acquisition for licensed sportsbook and casino brands: PPC, paid social, programmatic, in-app, ASO, affiliates and SEO across regulated markets. We know what compliance will sign off, what the networks will certify and what actually moves FTDs and NGR. Based next to Gibraltar, working with operators, affiliates and B2B suppliers anywhere.
Why generic agencies struggle with iGaming
Every channel in gambling has a rulebook the agency down the road has never read: Google gambling certification per country, Meta’s licensing review, app-store policies for real-money apps, affiliate compliance, bonus-term advertising rules, self-exclusion exclusions, and markets that flip from grey to regulated overnight. Most agencies learn this on your budget.
The economics are different too. A lead is not a customer until they deposit, a first deposit is not profit until they retain, and the affiliate you pay on CPA may be cannibalising your own brand search. If the agency reports clicks and CPL, it is measuring the wrong thing. We report FTDs, cost per FTD, early retention and NGR per channel, with attribution that survives the postback chain.
And then there is scale. In-app campaigns, programmatic across DSPs, ASO in multiple stores and languages, affiliate deal structures: these are operator-level disciplines. We have run them inside operators, which is why we can run them for suppliers, affiliates and smaller brands who cannot hire a whole team.
Channels we run
PPC and brand protection
Google and Microsoft Ads with gambling certification per market, brand-term defence against affiliates and competitors, and search campaigns measured in FTDs.
Paid social
Meta, TikTok and Snapchat where licensing allows, with creatives that pass review and audiences built on deposit value, not clicks.
Programmatic
Display, video and CTV across DSPs with gambling-approved inventory, whitelists, and frequency control. For brands with real budgets.
In-app and ASO
User acquisition for real-money apps: store optimisation, in-app networks, MMP setup and fraud control.
Affiliate management
Programme setup, partner recruitment, deal structures (CPA, rev share, hybrid), compliance monitoring and cannibalisation checks.
SEO
Operator and affiliate SEO: content that passes compliance, link strategy in a market where everyone buys links, and brand SERP control.
Tracking and attribution
Postbacks, MMP, GA4 and BI reporting that tie every channel to FTDs, retention and NGR. The first thing we fix on most accounts.
Consultancy and audits
A second pair of operator-side eyes on your acquisition: channel mix, budgets, agency performance, market entry. Fixed-fee, written, no retainer required.
How an engagement works
- 01
Call and NDA
Who you are (operator, affiliate, supplier), which markets and licences, what you spend and what FTDs cost you today.
- 02
Acquisition audit
Accounts, tracking, creatives, affiliate programme, compliance exposure. A written report with the leaks and the opportunities, priced as a one-off.
- 03
Plan and setup
Channel mix, budgets per market, certification and tracking in place before spend. Creatives and landing pages built to pass review.
- 04
Run and report
Weekly optimisation, monthly reporting on FTDs, cost per FTD, retention and NGR per channel. Fee as a retainer or a percentage of spend.
Related work
Racket Breaks
Full booking funnel built and optimised for UK customers: the same conversion discipline applied outside gambling.
OnlineGames.cat
Automated content pipeline for a gaming news and reviews site, built to publish at volume without reading like a content farm.
Nathan & Josh
Brand-deal media kit for content creators: the influencer side of acquisition, done properly.
iGaming marketing: questions operators and affiliates ask us
Primarily UK, Spain, Gibraltar-licensed brands and the wider EU, plus LatAm for Spanish-language campaigns. We have run certified campaigns in regulated markets and know the process for new ones. For a market we have not worked in, we say so and price the learning curve in.
Yes. For affiliates we run PPC where allowed, SEO, paid social and content; for operators we also run and audit the affiliate programme itself, including deal structures and cannibalisation checks.
We handle the Google gambling certification and the Meta licensing review per market, which means preparing the licence documents, landing pages and account structure so the application passes first time. We have done it many times.
Audits and consultancy are fixed-fee. Ongoing management is a monthly retainer for smaller accounts or a percentage of spend for larger ones. Affiliate programme management is usually a retainer plus a performance element. All agreed in writing before we start.
For proper attribution, yes: read access to FTD and NGR data per source, or postbacks to our tracking. Without it we are reporting clicks like everyone else, and we would rather not.
In Sotogrande, 15 minutes from Gibraltar, which puts us next door to one of the largest operator hubs in Europe. We work remotely with clients in Malta, the UK and elsewhere, and meet in Gibraltar or at the industry events (SBC, SiGMA, ICE).
Want an operator-side view of your acquisition?
Send us a message and we will tell you where the budget is leaking before you commit to anything.
Send my URL on WhatsApp