What is iGaming: Current Industry Trends, Creatives, and Laws
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Reviewed by the PropellerAds Compliance Team to ensure the information reflects current iGaming industry policies and best practices.
iGaming is the online vertical: playing games of chance or skill for real money over the internet — sports predictions, operator platform games, poker, bingo and lottery products, delivered through websites and mobile apps. In affiliate marketing, iGaming means the business of promoting those licensed platforms: driving registrations and first-time deposits, usually on CPA, RevShare or hybrid terms.
The market is big and still growing. Global online iGaming revenue reached an estimated US$121 billion in 2025 and is projected to pass US$123 billion in 2026, according to Statista Market Insights. Other trackers put 2026 anywhere between US$98 billion and US$122 billion depending on how they define the market, so treat any single figure as an order of magnitude rather than a hard number.
TL;DR
- iGaming is playing for money online: sports predictions, platform games, poker, bingo, lottery.
- A US$120bn+ market growing around 10% a year – which is exactly why affiliate competition is brutal.
- Rules are set country by country and change often. Your GEO decides what you can promote and what your creatives may say.
- You get paid for registrations and first deposits, so creatives and pre-landers matter more than raw volume.
Are you thinking about starting an iGaming affiliate campaign but know little of the specifics? You’ve come to the right place. Below we cover current industry trends and features, and how to attract more visitors to your offer with compelling creatives.
What is iGaming?
iGaming covers any activity where a user stakes money on an outcome online. In practice, that means four product groups: sports predictions, and operator platform games.
The wide choice of game types is one of the factors that make iGaming popular among users and affiliates. Also, this vertical is known for being one of the most profitable ones in the whole world. Thus, high profits are always associated with high competition and this is just the case for iGaming.
Indeed, finding your place under the sun in iGaming is not easy, since a lot of pretty old and established companies with deep pockets reap most of the harvest. Along with high competition, the iGaming niche is also known for being seriously regulated and the toughness of these rules vary from GEO to GEO.
The wide choice of game types is one of the factors that make iGaming popular among users and affiliates. Also, this vertical is known for being one of the most profitable ones in the whole world. Thus, high profits are always associated with high competition and this is just the case for iGaming.
Indeed, finding your place under the sun in iGaming is not easy, since a lot of pretty old and established companies with deep pockets ripe all the harvest. Along with high competition, the iGaming niche is also known for being seriously regulated and the toughness of these rules vary from GEO to GEO.
Features of iGaming: Evergreens and Latest iGaming Industry Trends
The features of iGaming constantly change and evolve to follow the latest gaming trends and regulations. And, while their features differ based on the platform, here are the main ones most platforms share.
- Variety of activities – games, surveys, fantasy sports – most modern platforms offer users a vast array of entertainments to choose from.
- Virtual and Augmented Reality – the latest trends in the iGaming industry, both technologies offer a real-life gaming experience.
- Cryptocurrency as a payment method – for a more secure, fast, and anonymous way to deposit and withdraw money.
- Progressive prize pools, bonuses, rewards, loyalty programs, and tailor-made events.
- Live streams – offer users live broadcasts of sports matches, on online platforms, and live games, on gaming websites.
How to Tailor the Right Creatives for Your Ads?
Creatives are essential in the iGaming industry as they can attract or repel visitors. You need to know what works and doesn’t work with your target audience, and which creatives are evergreen for the industry.
Here are some tips to design iGaming clickable creatives!
Use Eye-catchy Visuals
People rely on visuals, so you must choose images that match your visitors’ interest or intent.
Consider Pre-landers
Pre-landers are the transitional pages you see before the offer appears, acting as a warm-up for your future leads. For iGaming, a pre-lander might be a good idea, since it gives you some space to describe your unique offer, benefits, participation conditions, and whatever else can convince visitors to convert. So, experiment!
Have a Landing Page for Your Offer
Landing pages help convert visitors to users. Most iGaming CPA offers have them pre-made, but if yours doesn’t, make sure you tailor the one that contains relevant visuals and descriptions.
Aim for as Short as Possible Texts
No one enjoys reading essays online, especially in an industry where visuals rule. So, keep your written content straightforward, clear and as short as possible, even on pre-landers and landing pages.
Tell your audience what they get using precise numbers (e.g. 10% bonus) and simple CTAs, like a Register/Sign up here or Click for Bonus button.
Focus on Bonuses
Having bonuses as your main offer is a winning iGaming creative. Although most website visitors have already decided to play, offering a bonus or a freebie in return is a winning strategy as they reduce the risk of loss. What is more, bonuses always give one a competitive advantage, so make sure you shout out loud about them.
Some of the most common offers are a welcome bonus, free trials, and sweepstakes. There are also special events (tournaments and loyalty clubs) for returning players.
Be Consistent
Visual consistency is a key marketing element in the iGaming industry. Therefore, when designing your creatives, such as pre-landers, banners, and ads, ensure they share the style and colors of the landing page and the game promoted.
Refresh Your Creatives
Regardless of how successful and well-designed your creative is, refreshing its design reduces its efficiency over time. Users get bored seeing the same design and stop noticing them. This leads to fewer ad/offer clicks, reducing the conversion rate. It’s called “banner blindness”, when users just stop noticing ads, because they have already seen them a hundred times.
So, make sure you redesign your creatives by adding new images and messages once in a while and testing their efficiency.
For a breakdown of iGaming ad formats — Popunder, Push, In-Page Push, Native, and more — see:
iGaming and Laws: When Is an iGaming Site Legal?
Of course, for an iGaming business to be legal, it must comply with the country’s gaming laws. Keep in mind that every country has different regulations that every owner/affiliate must know. And, while the laws may vary from one country to another, they all require the iGaming business to have the following:
- A license from a reputable authority
- Responsible gaming features
- Financial security protocols
Now let’s take a closer look at the crucial one – the license.
Why is the License Essential for an iGaming Business?
The license ensures the business adheres to the regulations of the country/state, offering safe and secure gaming, fair play, and preventing gaming-related crimes. Hence, every iGaming business holding a license from a gaming authority is legal.
The license can be obtained from a reputable gaming agency within the area of operation. For instance, the UK Commission is the regulative body in the UK whereas the Malta Gaming Authority (MGA) is the licensing agency in and outside the EU. And, in the US, each state has a different gaming regulatory agency from which a company needs to get a license. If you are an affiliate, make sure to collaborate with licensed brands only.
Note: Verify the current position for your specific GEO and offer with your advertiser and your traffic source before you launch. This is not legal advice.
Frequently Asked Questions
Q: What is iGaming?
A: iGaming refers to digital activities involving competitive play on online platforms. This includes online games, sports predictions, fantasy sports, and other interactive entertainment formats where outcomes involve skill, chance, or both. The term covers both real-money and free-to-play formats on regulated platforms.
Q: What ad formats are used in iGaming advertising?
A: The most common formats include Popunder ads, Push Notifications, In-Page Push, Native Ads, Display/Banner ads, Interactive Ads, Telegram Mini Apps. Each format suits different campaign objectives — from broad user acquisition to re-engagement and brand awareness. See the full breakdown in the article on the iGaming ad formats.
Q: Is iGaming legal?
A: The legal status of iGaming varies by country and product type. Many markets — including the UK, Malta, and a growing number of US states — regulate and permit licensed iGaming operations. Affiliates and advertisers should verify the regulatory status in each target market and work only with licensed operators.
Q: What is a first-time deposit (FTD) in iGaming?
A: A first-time deposit (FTD) is the first real-money deposit a new user makes on an iGaming platform after registering. It is one of the primary conversion events tracked in iGaming affiliate and performance marketing campaigns, alongside registrations and active player milestones.
Q: What GEOs are most active in iGaming advertising?
A: Tier-1 markets such as the US, UK, Canada, and Australia have high advertiser demand and stricter regulatory requirements. Tier-2 markets — including Brazil, Mexico, Poland, and India — offer strong growth and lower entry costs. Campaign strategy, including format selection and creative approach, typically differs significantly between these tiers.
Q: Where can I find iGaming traffic for my campaigns?
A: Performance advertising networks, programmatic DSPs, and affiliate networks are the main sources of iGaming traffic. For a detailed breakdown of traffic sources and how to evaluate them, see:
Final Thoughts
iGaming has become the top choice of many advertisers and affiliate marketers in the last several years since it’s popular and highly profitable. However, the great competition makes it hard for affiliates to stand out.
Try your luck with iGaming: create highly clickable creatives, make sure they resonate with users’ intent and interest and feature appealing visuals, clear and short messages, and bonuses. And, don’t forget to affiliate only with licensed iGaming businesses!
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