In 2025, there’s no universal strategy for iGaming campaigns.
Choosing between casino and sports betting depends on the market, player behavior, and regulations.
To maintain a strong ROI, affiliates and advertisers must tailor campaigns to each GEO’s unique dynamics.

📊 iGaming in Europe — 2024 Snapshot

• Casino: €21.5B (online)

• Sports Betting: €13.7B (online)

• Lotteries: €7.1B (online)

While lotteries still dominate in total GGR, casino and betting are driving most of the online growth — especially across mobile and live formats.

🎰 Where Casino Leads

Malta, Estonia, Latvia
Over 70% of GGR in these markets comes from online casinos.
Reasons: liberal licensing, strong slot demand, and mobile-first UX.

Best-performing setups:

• Formats: Push, In-Page Push, Popunder, Video Pre-Roll

• Creatives: free spins, jackpots, tournaments, bonuses

• Landing pages: fast, emotional, and designed for quick action

💡 Tip: Test several landing page types — from minimal to gamified.
Emotion-driven layouts and instant rewards deliver the best CR.

⚽ Where Betting Dominates

Cyprus, Slovakia, Greece
Up to 74% of GGR comes from sports betting — especially live formats and national leagues.
Players are emotionally engaged and react best to context-based ads.

What works:

• Formats: Push, Popunder, Video Pre-Roll

• Creatives: local teams, live odds, fast payouts

• Timing: launch campaigns before or during major matches

💡 Tip: Use local sports context and clear emotional triggers — users engage more when they recognize teams and tournaments.

♠ Where Niche Verticals Thrive

Belgium — Bingo, France — Poker, Germany — Lotteries
These GEOs are heavily regulated and require tailored creatives.

Recommendations:

• Always verify local licensing rules

• Avoid aggressive visuals or misleading CTAs

• Focus on brand trust and neutral design

🔍 Campaign Checklist

✔ Identify which vertical converts best in your GEO
✔ Review local ad regulations (especially in DE, FR, NL)
✔ Analyze GGR to estimate monetization potential
✔ Test formats: Push, Pop, In-Page, Video Pre-Roll
✔ Localize landings — language, visuals, payment preferences
✔ Use GEO targeting by country (regional or city-level available via manager request)

⚙ How RiverTraffic Helps

RiverTraffic is a direct-buy SSP platform built for performance marketing.

What you get:
✅ Core ad formats: Push, In-Page Push, Popunder, Video Pre-Roll
✅ Country-level targeting in-platform
✅ Regional and city-level setup via account manager
✅ Campaign analytics by zone, device, and GEO
✅ Expert guidance on format selection and optimization

💡 Note: RiverTraffic account managers help advertisers choose the right formats and improve campaign efficiency — but do not interfere with product or payment flows.

🧠 Final Takeaway

The choice between casino and betting isn’t about preference — it’s about data.
Those who adapt to local laws, player habits, and seasonality gain stronger retention and conversion rates.