Gambling platforms use traffic arbitrage to attract new users

The gambling business in Ukraine continues to develop at a rapid pace, and, as recent years have shown, it is not hampered by war or other disasters. To attract new users to online casinos, they use any legal methods. One of the methods that gambling business participants constantly use is traffic arbitrage, which will be discussed in our article.

What is traffic arbitrage?

Traffic arbitrage is a digital marketing strategy through which marketers and publishers make profits by exploiting the difference between the cost of acquiring web traffic and the revenue generated from it. In practice, traffic arbitrageurs buy web traffic at a low price and resell it at a higher price. These specialists manage the flow of traffic, redistributing it from one source to another to obtain maximum profit.

Essentially, traffic arbitrage involves buying web traffic at a low cost from one source and redirecting it to another platform where the cost per visitor is higher, thus profiting from the difference in price.

In Ukraine, online casinos often use CPA networks - platforms on which advertisers and a webmaster, a specialist in attracting targeted traffic (blogger, website owner, PPC specialist) interact with each other.

Advertisers pay publishers who use CPC (Cost Per Click) networks according to the number of clicks on their ads

Publishers buy traffic at a discounted cost and use traffic arbitrage to drive traffic to their websites or landing pages that display CPC ads.

The publisher receives a fee when visitors click on the ads shown and makes money on the difference between the profit on clicks and the cost of attracted traffic.

Another source of traffic for gambling business in Ukraine is CPM (Cost Per Mille) networks. This traditional arbitrage model involves paying for displaying advertisements and is designed for Internet resources with high traffic.

According to License Gentleman, author of a popular gambling blog, successful iGaming companies focus their marketing efforts on one specific market rather than trying to conquer several markets at once. They also avoid spreading their budget across many platforms.

Focusing on one marketing medium is critical, especially when you're on a budget. Diversifying too early can lead to insufficient data and a waste of resources, says the blogger.

Social media continues to dominate the digital marketing world. Particular attention is paid to such large platforms as Facebook, Instagram and TikTok, each of which has its own characteristics and advantages for webmasters.

Facebook has always had strict rules and advertising requirements, but this does not prevent experienced arbitrageurs from finding ways to circumvent the restrictions. Creating thematic communities, actively working with interesting content and a carefully planned strategy for promoting offers allows you to achieve high results.

Instagram, which is inherently visual, is ideal for gambling advertising due to its abundance of visual media such as photos and short videos. Here, webmasters can effectively use promotional advertising and collaboration with bloggers.

TikTok opens up unique opportunities for arbitrators to promote gambling offers thanks to short viral videos and streams. The platform allows you to demonstrate the process of playing in online casinos, attract audiences to participate in competitions and communicate directly with potential players.

Collaborating with popular content creators on platforms like TikTok, where visual content is important, opens up new opportunities for promotion. Bloggers with a large audience can attract attention to gambling offers using native promotion through referral links or promotional codes.

Creating your own creative content is another powerful method. Using popular TikTok trends and music can help create viral videos that will attract attention to offers and increase brand awareness.

One such innovative method is to launch viral challenges on social networks. These challenges related to gambling or sports motivate users to create their own content, which allows them to expand the audience of the offer and increase engagement.

Contextual advertising, in particular through Google Ads and Bing Ads, despite high competition and restrictions, continues to be one of the most effective ways to attract the target audience. Thanks to careful selection of keywords and precise targeting, webmasters can achieve high results in promoting gambling offers.

Push messages and email marketing open up additional opportunities to interact with your audience. These methods allow you to work with a “warm” audience by building the right communication and marketing funnel.

Teaser networks and ASO (App Store Optimization) are also effective tools for working with audiences, allowing you to attract attention with the help of attractive titles, images and optimization of mobile applications for search in app stores.

In each of these methods of promotion, it is important to find a personal approach, taking into account the specifics of the audience and the features of the platform. The ability to adapt to changing market conditions and a creative approach to content creation are key factors for the success of traffic arbitrage in the gambling vertical.