Definition
The "i" is for internet or interactive; the term covers every real-money gambling product delivered online. Operators compete for players in markets where the lifetime value of a depositing customer is high. That value is what funds the affiliate economy around the vertical: operators pay for first deposits or share the player's net revenue, and media buyers spend on traffic to produce those players.
iGaming segments
| Segment | Products | Seasonality |
|---|---|---|
| Casino | Slots, live dealer, table games | Steady; promotions drive peaks |
| Sports betting | Pre-match and live betting | Follows the sports calendar: leagues, cups, tournaments |
| Poker | Cash games, tournaments | Steady |
| Bingo and lottery | Draw-based games | Steady |
How iGaming is advertised
Popunders deliver the operator's landing page or a pre-lander with a bonus to cold traffic at volume; push and in-page push carry a bonus or a match-day hook; native cards and video pre-sell with a headline or a story; banners and interstitials keep the brand in front of visitors on relevant sites. Buyers run GEO by GEO because bonuses, languages and payment methods differ, and optimize by source ID on cost per FTD rather than on clicks or registrations.
Creative and landing-page requirements
Ad networks moderate iGaming creatives and landing pages against their own policies: the bonus shown in the creative must match the landing page, terms must be reachable from it, and the creative may not imply a guaranteed win or use brands the operator does not own. Reacheffect's requirements for iGaming creatives and landing pages are listed on its advertising policies page.
Related terms
| Term | Relation | Where defined |
|---|---|---|
| FTD | The conversion iGaming pays for | Term page |
| CPA | Payment model | Term page |
| Popunder ads | Volume format | Term page |
| Affiliate marketing | The acquisition model | Term page |
FAQ
What is the difference between iGaming and sports betting?
Sports betting is one segment of iGaming; the term also covers online casino, poker, bingo and lottery products.
How do iGaming affiliates get paid?
Per first-time deposit (CPA), as a share of the player's net revenue (revshare), or a hybrid of a smaller CPA plus a smaller share.