Best Practices for Running iGaming Campaigns in Tier-2 GEOs
The iGaming vertical (sports betting, casinos, lotteries, poker, esports) is one of the most competitive — and profitable — in performance marketing. While Tier-1 GEOs bring high-value players, they’re also saturated with competition, strict regulations, and high CPMs.
That’s why many smart advertisers are shifting focus to Tier-2 GEOs: countries with growing online gambling demand, looser regulations, and lower traffic costs. But success here requires a different playbook than in Tier-1.Here are the best practices for running iGaming campaigns in Tier-2 markets.
1. Understand the Tier-2 Audience
- Demographics: Tier-2 GEOs often have younger, mobile-first audiences with rising disposable income.
- User behavior: Players are price-sensitive but open to promotions and bonuses. Trust and credibility matter — users prefer brands that feel “local” and safe.
- Popular verticals: Sports betting (especially football, cricket, basketball), slots, and lotteries dominate, with esports betting rapidly growing.
💡 Tip: Before launching, research local sports calendars and events — sports campaigns tied to national tournaments often outperform generic creatives.
2. Localize Creatives & Messaging
- Language is non-negotiable: Ads in local language convert significantly better than English-only campaigns.
- Cultural references: Use local celebrities, sports stars, or national colors/themes where compliance allows.
- Value proposition: Tier-2 audiences respond strongly to welcome bonuses, free spins, or cashback offers.
💡 Example: In LATAM, highlighting football betting promos resonates more than generic casino banners. In Eastern Europe, lottery-style jackpots and “big win” creatives drive higher CTR.
3. Optimize GEO & Payment Targeting
- GEO differences: Not all Tier-2 countries monetize equally. For instance, Poland and Romania have higher ARPU than Vietnam or Thailand.
- Payment methods: Players in Tier-2 often lack access to international credit cards. Local payment systems, e-wallets, and even cash vouchers can be deal-breakers.
- Mobile focus: 80–90% of traffic in Tier-2 iGaming campaigns comes from mobile (Android leading).
💡 Tip: Work with operators who support local PSPs (Payment Service Providers) — conversions will rise significantly.
4. Balance Compliance with Aggressive Marketing
- Regulations vary: Some Tier-2 markets are gray zones, others require licenses. Always check before scaling.
- Ad copy: Avoid overly “hard sell” wording like “100% guaranteed win” which can trigger compliance issues.
- Safer angles: Focus on entertainment, excitement, community, and promotions.
💡 Tip: Even in less regulated GEOs, building trust with responsible gaming messaging helps long-term retention.
5. Use Data to Scale Smarter
- Start broad: Launch multiple campaigns across different placements/PubIDs.
- Analyze quickly: Kill underperformers fast, reinvest in spots with strong CTR + FTDs (First Time Deposits).
- Event tracking: Don’t just track clicks → measure registrations, deposits, and retention.
💡 Pro Tip: In Clickaine, use transparent PubID data to whitelist the best-converting placements in each GEO. This cuts wasted spend and maximizes ROI.
6. Focus on Retention, Not Just Acquisition
- Why it matters: In Tier-2 GEOs, acquisition costs are lower, but player loyalty is weaker. Churn is high if you don’t keep users engaged.
- Retention levers:
- Regular bonuses & promotions.
- Push & email reactivation campaigns.
- VIP programs for high-value players.
- Regular bonuses & promotions.
Advertiser strategy: Work with operators who offer strong CRM support — it boosts your LTV (lifetime value) and makes campaigns more profitable.
🚀 Final Thoughts
Running iGaming campaigns in Tier-2 GEOs can be incredibly profitable — if you adapt to the audience and market conditions. Success comes from:
✔ Understanding local user behavior.
✔ Localizing creatives & payment flows.
✔ Staying compliant while still being aggressive.
✔ Optimizing based on real conversion data.
✔ Building retention into your strategy.
The opportunity is huge: lower traffic costs, growing demand, and less competition than Tier-1. Advertisers who adapt fast will capture these markets before they become oversaturated.👉 Ready to scale your iGaming campaigns?
