Our guest’s bio in a few words: 

• Over 25 years of experience in SEO, performance marketing, and AI-powered strategies.
• Oversaw more than €2 billion in global advertising budgets.
• Instrumental in launching BetMGM’s transition to online in the U.S. market.
• Specialises in crisis management.
• Deep expertise in affiliate marketing, building, and scaling programs in highly competitive sectors.
• Regular speaker at international conferences (Affiliate World, SEO/Marketing summits).

Early Failures and Major Lessons

The first business Sergejs tried to build was a student travel startup. Big idea, tons of excitement, but he soon learnt his first lesson: great ideas are worth little if they don’t come with proper skills. “Even a cool idea requires thorough research, analytics, and proper forecasting and planning. When we were young and excited, we had an amazing idea that students would enjoy traveling. However, we learned that execution is equally important.”

Next up: a discount platform, long before Groupon. A solid team of 10 passionate minds, and an idea that clicked: “We created a website to provide discount codes for potential buyers across different services and products. We believed it was a perfect way for companies to meet their clients and for clients to save money. The idea was strong. We gathered a very good team of ten people who were passionate about the topic.”

But they launched only in Latvia, limiting their reach. “The biggest mistake from my perspective was that we decided to go locally. The model did not work from a financial perspective.” Over time, the team lost motivation: “We started with ten people and lost team members throughout that journey. I remember we finished the project with only two people.”

Lesson learned loud and clear:

Discovering the Passion for Marketing

Sergejs didn’t start as a marketer, but rather went into coding. He enjoyed developing websites for a while, working with medium-sized companies, but soon realized that building a website is not enough. It’s very important to get the traffic.

Seeing a client site hit top spots hooked him: “When I saw my client’s website in the top positions, it provided a personal rush of achievement. It was very rewarding for my ego, and it paid well.” And then his first big break — being noticed abroad, when Sergejs was headhunted to come to London to work in a boutique marketing agency from Eastern Europe.

Managing €2 Billion in Budgets

Now we finally arrive at the big figures. “So what is the mindset behind such big budgets, and what are the life rules to control and not just to control but effectively manage those budgets?” Vasilii asks. Yes, handling €2 billion isn’t just math — it’s a mindset. Sergejs’ answer? Focus on ROI, always.

“The size of your budget is less important than your return on investment. If you can forecast, analyze, and provide tangible results — delivering a strong return on every dollar or euro spent — then the budget can grow.”

The idea is simple: build a portfolio that could absorb failures that will be there anyway. Campaigns will fly, others will fail, some others still will fall in between — but if your return on investment in general is in the black and the clients are happy, you’re doing well.

Risk management demanded careful budget allocation. One of the really good examples Sergejs had was with a viral video campaign where his team allocated 10% of the budget, and the target was to go viral. But if the campaign was to fail, they would not accrue any real losses for the client because only 10% of the budget was allocated. This calculated approach to uncertainty became the foundation of sustainable campaign management.

Case Study: BetMGM Launch

The BetMGM launch became Sergejs’ biggest test and the most high-profile campaign. MGM, one of the largest gaming organizations in the United States, had a vision to expand online. Despite their land-based success, they recognized their lack of experience and understanding in the digital space. They possessed nearly unlimited resources and a strong passion to establish an online presence.

MGM didn’t mess around with resources.“We’ve been given very little time not only to launch the new brand, but also to start competing with existing players.” Sergejs watched their team explode from a few dozen people in a New Jersey office to over 700 employees as the campaign gained momentum.

But the real challenge was compliance. Online gambling’s state-by-state patchwork meant sports betting was legal in one jurisdiction and banned across the state line.

The execution was flawless when it mattered — MGM’s online ambitions became reality without the compliance headaches that sink other operators.

Crisis & Recovery: Traffic Crash to Scaling Teams

After BetMGM, Sergejs joined an affiliate company and walked into a disaster. Google’s algorithm update had crushed the affiliate company’s flagship websites — 80% of their traffic vanished overnight: “When I joined the organization, I arrived at the office to find it looked quite sad and gloomy due to the many empty desks.”

It was a grind with twenty-four-seven schedules. Sergejs got backing from the founders, and they started dissecting problems market by market: “I received excellent support from the founders. We began pinpointing the issues in different markets and implemented changes rapidly. It was a period of intense stress and long hours, but within just a few months, we managed to recover all the traffic.”

Recovery turned into growth. Revenue climbed, hiring resumed, and those empty desks filled up again. “We began in a gloomy, dark place and ended in an environment full of light, joy, and smiles.”

Traffic recovery was only half the battle. Brand perception mattered just as much: “It wasn’t only about the traffic — it was about the image and how we portrayed the brand. This is a very important part of public relations.”

The PR push went beyond customers. They needed talent, especially from Ukraine and other European markets:

Linkbuilding, Brands vs Affiliates, and SEO Today

Sergejs laughs when talking about the “ancient times” when link building was simpler: “In the past, link building was almost entirely organic; you could publish an article, and it would naturally attract links from other websites. Nowadays, you must invest significant time and money to provide enough value to earn those links.”

The winning formula combines everything — good links, bad links, crowd links, blog links. Google wants to see natural link profiles that prove you’re earning attention through real value, not manipulation.

Brands have advantages but face their own problems: “Building a SEO brand can be somewhat easier, but you must also contend with brand parasites.”

AI in Marketing: Content, Custom GPTs & Tools

On AI content, Sergejs is sharp. Using ChatGPT to pump out quick articles for traffic is pointless, in his opinion — the quality of the content would be poor, and the value of the content is minimal. But AI becomes powerful when you use it right. For example, to analyze big chunks of data, to create a unique angle, or to find unique facts and combine them with human expertise

Sergejs has seen pure AI articles perform well and generate traffic, but that’s not the standard approach. Custom GPTs take this further. “Custom GPTs are a tailor-made solution. When you use a custom GPT, it solves your specific problems and helps you achieve your own goals.”

His toolkit is straightforward: “We rely heavily on ChatGPT and OpenAI. I love the tool and its capabilities. In second place is Perplexity, which is amazing for research. The third is Google Gemini. I’m not a big fan, but I always try it to see how it’s developing.”

Philosophy & Work-Life Balance

Sergejs handles pressure the way most people should but rarely do — he gets outside. “Nature walks, the seaside, and the forest can provide tranquility. I started attending meditation and tried to combine work with sports as part of finding a work-life balance.” However, he admits: “I try to work 24/7 and spend the remaining time on restful activities.”

His take on Gen Z splits two ways. The old-school answer says they need to grind like previous generations did — work hard, suffer through it, earn their stripes. The evolved answer recognizes that if their approach achieves their goals, work-life balance matters more than tradition.

Sergejs mentions that Latvia anchors him. He calls it “the best place to live”. It is beautiful, safe, and has an amazing culture and wonderful people.

Money, Regrets & Advice

Sergejs started selling when he was twelve, and the first money came early: 

His biggest personal investment was British education — Oxford attempts, University of London success, all self-funded. Albion was his dream, and it was all the more enjoyable because he managed to fund his education independently.

And the deepest regret? “Not launching the discount website globally. After I saw how Groupon developed, I realized the project’s full potential. I think it was my biggest mistake.” Sometimes timing and persistence matter more than the idea itself.

His favorite advice balances planning with presence: “It is important to plan ahead, but it’s also important to live in the moment.”

Conclusion

Sergejs’ career tracks marketing’s evolution—from Google crashes to BetMGM launches, from keyword stuffing to AI content. His journey illustrates how marketing reinvents itself. Sergejs represents marketers who built their expertise through multiple technology cycles with a combination of technical depth, strategic thinking, and personal grounding. And perhaps this is exactly what’s needed for a sustainable success in our industry.

If you want to get more grains of wisdom from Sergejs Ponomarjovs, check out his LinkedIn page. And of course, stay tuned for more articles about affiliate marketing and all things Internet with Peaky Ads.

Сообщение AI marketing, US elections, Custom GPTs: Sergejs Ponomarjovs & 2 BILLION $ campaigns появились сначала на Peaky Ads Agency.

About Craig

Craig’s been at this for over 20 years. He’s taken every hit Google could throw, burned and rebuilt sites, and somehow always comes back stronger. He’s spoken at SiGMA, Affiliate World, and now he’s running SEO strategy at ODIS Global — the company that basically owns the aged-domain game.

India’s Regulatory Reality

India isn’t just another growth market — it’s a billion-user gold rush with iGaming revenues forecast to smash $8.6B by 2027. But if you’re expecting a neat SEO playbook, forget it. 

Craig Campbell agrees. The regulatory picture is messy, shifting state by state and game by game. Some verticals run into walls, others slide through loopholes. SEO still works the same way in theory — rank, get traffic, get players. But add in dozens of languages and local naming quirks, and Western SEO tactics start to wobble fast. One keyword works in one state, bombs in another. If you’re used to tidy, regulated markets, India will eat you alive.

Despite these complexities, Craig maintains that core principles remain constant: 

Market Economics and Player Behavior

India’s player economy also flips Western assumptions. Disposable income averages just $1,200 per year — meaning ARPU is small. But scale makes up the gap: 

Cricket dominates the cultural map, with football gaining traction. There’s hockey, badminton, volleyball too. But sports betting isn’t where the cash is. As Craig bluntly puts it, slots alone drive around 25% of traffic, with blackjack and table games close behind. So, the 80/20 principle is super clear here.

AI Content and Algorithm Differences

Craig’s blunt: if you’re spamming AI content in the U.S. or UK, don’t expect it to last. He says most projects get nuked around month four or five. But in India or other markets where Google’s algo is basically stuck in 2016 it’s a totally different story. You can run AI-heavy sites for ages and barely get touched.

“In India,” Craig says, “when everyone’s churning out AI text, even minor tweaks give you an edge.” In Tier 1, those tweaks won’t save you; in Tier 2, they can carry you far.

Surprisingly, in India, subdomains are still “the new hack”. Technically, they’re treated as separate sites, but for some reason, they inherit juice fast. Nobody knows why, but right now, it’s working:

Subdomains on aged domains appear to be ranking very quickly and very well. I should note that a subdomain is technically seen as a separate website from the root domain. However, for whatever reason, they are currently working very effectively.

Craig finished by reminding everyone: no matter how much SEO evolves, you still need links. Full stop:

SEO will always involve on-page, technical, and UX elements, all of which are super important. However, link building remains a significant component, and I don’t believe that has changed over the years.

Grey-Hat Strategies That Work

Describing the digital landscape, Vasilii put it like that:

But visibility doesn’t come clean. Link building remains a critical component of SEO. It is essential for building power and authority for websites. What Craig still finds works very effectively in most markets is utilizing aged domains and similar strategies. As he puts it:

And beyond traditional SEO, traffic acquisition requires creativity. You need to be quite creative with it, especially when operating in a restrictive environment. As Craig said, methods like using generic Meta ads to attract users and then redirecting them to a website can be necessary. This is because generating traffic can be difficult when contending with regulations and prohibited activities.

This is how Craig describes funnel strategies: “In the form of a quiz, luring people in to answer something like, ‘What are the top sports in India?’ The user enters the quiz or submits an answer, and is then redirected to a login or a bonus page to sign up.” The core philosophy being: “You have to get the traffic from that platform to your casino without explicitly telling users to come and gamble. The central question is, how do you do that?”

Keyword Strategy and Game-Specific Targeting

Craig says cricket’s the obvious one — people play it non-stop, so searches never end. Easy win if you’re targeting sports bettors:“Cricket was always the top sport just by default in terms of how often those guys played it.”

Craig’s advice is: exploit game-specific searches, as they are highly effective. If two teams are playing tonight, that exact matchup keyword like “India vs Pakistan live odds” will surge. Even when the match ends, the queries still deliver traffic. Operators that pull those pages down are leaving money on the table.

In casino, intent is king. Phrases like “real money roulette” convert because they filter out free-play users: «Even terms like blackjack, roulette, and poker are frequently searched. Phrases such as ‘play poker for real money’ also generate significant search volume.”

Popular Indian games also offer big opportunities:“There are many different games there. I could try to list them all, such as slots like ‘Hit Rich’ and others that are fairly popular. Games like ‘Teen Patti’ are also very highly searched.”

Conversion Optimization

Craig says that you can drive traffic all day long but if nobody signs up, it’s pointless. Conversion is the real metric. The competitive window is narrow: you’ve got about 2 seconds to catch them, so he says test everything — buttons, offers, layouts — because that’s all the time you get.

Learning from competitors is also essential: “You’ve always just got to look at the best performing websites. The answer is there. You don’t have to reinvent the wheel. See what the top performers are doing — and do that kind of thing.”

Apparently, companies spend literal millions testing layouts, promos, etc. That’s how serious it is: “There’s people out there who’ve spent hundreds of thousands if not millions and millions of pounds on conversion rate optimization, trying and testing different layouts, different offers, different this, different that.” Campbell’s point: if you’re not investing here, you’re already behind.

Ranking is worthless if your page doesn’t convert, but CRO dies if you can’t rank. The craft is blending both: high-visibility and high-conversion on the same page.

“You need to get the balance between a page that ranks well and a page that converts well. So where are these things positioned on the page? That is very difficult because when the user lands on it, it’s got to be in their face. It’s got to be super easy. It’s got to be super quick.”

Craig’s closing note: research, prep, and diversify. Don’t just chase big keywords — mine long-tail, play with parasite SEO, and always be ready to pivot.

Want more?

Go stalk Craig on LinkedIn or binge his YouTube channel. And hit subscribe on Peaky Ads if you like hearing unfiltered marketing talk without the corporate sugarcoat.

Сообщение India SEO Deep Dive Black Hat Tactics появились сначала на Peaky Ads Agency.

In the “Where Is My Money?” podcast, Peaky Ads CEO Vasilii Gamov and Olalekan Joseph Oyekunle (iGaming Expert) share an in-depth analysis of the Kenyan iGaming market. Here’s a structured recap of their expert discussion, with added commentary, figures, and insights.

Why does Kenya stand out among iGaming GEOs?

Kenya’s digital infrastructure and youth-driven audience set it apart in Africa’s iGaming landscape. Over 88% of bettors use smartphones, and over 70% of all transactions are processed via M-Pesa, a dominant mobile money platform.

Why Kenya stands out

• Youthful demographic: Most players are between 18 and 35.
  
• Tech-savvy users: Internet access rate is 40.8% (mainly via smartphones).
  
• Market forecast: By 2029, Kenya’s market is expected to reach $1.03 billion GGR and 1.6 million active players. Sports betting alone is projected to hit $159.2 million.

Kenya’s market is distinguished by a young, tech-driven audience that prefers mobile betting over traditional desktop platforms,

Olalekan Joseph Oyekunle

iGaming Expert

Regulation for iGaming: structured but demanding

Kenya operates one of Africa’s most transparent yet demanding regulatory systems, managed by the Betting Control and Licensing Board (BCLB).

To operate legally in Kenya, companies must:

• Register a local entity — this applies to all companies, even if they are foreign.
  
• Submit a detailed business plan that complies with BCLB standards.
  
• Apply for separate sports betting and online casino licenses (if planning to run both niches).
  

Licensing Requirement	Details
Local company registration	Mandatory for foreign and domestic operators
Licensing authority	Betting Control and Licensing Board (BCLB)
Estimated licensing fee	$20,000–$25,000 (case-specific)
Online-only licenses available	Yes, including casino and sports betting

Taxation for iGaming in Kenya: deep dive

Tax policy in Kenya is fixed and applies primarily to players:

Player behavior: volume over value

Kenyan players wager little but often. With relatively low wages, the average bet size is small, but the number of wagers is high.

Typical player profile

• Daily bet size: $1–$3.
  
• Monthly betting volume: 15 bets per user.
  
• Income: $250–$300/month (urban average).
  
• Live betting preference: 60% of players favor real-time betting.

Despite the small bet sizes, operators can still achieve profitability through volume-driven acquisition and clever retention tactics.

There is also a VIP tier of players — typically business owners or entrepreneurs — who bet between $10 and $15 daily and respond well to personal outreach and exclusive offers.

Bonuses & retention: what players expect

A bonus strategy is everything in a market with high competition and low loyalty.

Effective bonus types for iGaming in Kenya:

• Welcome bonus.
  Extra funds or free bets upon signup.
  
• Deposit bonus.
  Matches the percentage of the initial deposit.
  
• Cross-vertical bonus.
  A reward for switching between sports and the casino.
  
• Loyalty points.
  Redeemable for bets or cash.

Retention also requires local support teams, VIP managers, and personalized offers. Players in Kenya are highly responsive to direct communication, primarily through SMS and mobile push notifications.

Key payment methods in Kenya

The Kenyan iGaming ecosystem could not function without M-Pesa, with over 30 million users, it enables near-instant deposits and withdrawals via mobile phones.

Operators are strongly advised to implement multiple payment methods to ensure business continuity and avoid user frustration during technical downtimes.

Marketing sources for iGaming in Kenya

In Kenya, marketing is vibrant but tightly regulated. The BCLB must pre-approve all advertising, including slogans, jingles, and SMS campaigns.

Popular marketing channels

• Billboards (especially digital ones — only allowed during 6–9 PM).
  
• Local radio is particularly effective in rural areas.
  
• SMS marketing is legal if pre-approved.
  
• Affiliate and influencer marketing, through blogs and football pages.
  
• TV and print are less dominant than mobile formats.

SMS marketing: legal and effective
Unlike in Europe or North America, where SMS is often considered spam, Kenya treats SMS as a white-hat channel, so long as it’s registered and approved.

This makes SMS one of the most direct and reliable outreach tools, especially in areas with poor internet penetration.

Risks and challenges to expect

Despite its attractiveness, Kenya’s iGaming market has its friction points.

Key risks for operators:

• Policy instability.
  Tax rates can change with little notice (e.g., 10% → 20%).
  
• Slow approvals.
  BCLB’s bureaucracy can delay campaigns or launches.
  
• Technical downtime.
  Mobile payment systems may fail without proper redundancy.
  
• Fierce competition.
  Over 50 licensed operators plus offshore rivals.
  

Operators must also consider compliance fatigue, especially if they plan to expand cross-border into multiple African markets. Kenya may be more structured, but its rules shift fast.

What is the future of iGaming in Kenya?

Kenya’s iGaming evolution isn’t just about growth — it’s about diversification. As football seasons come, operators must offer more than sports betting.

Growing verticals to choose from:

• Crash games (e.g., Aviator)
• Virtual sports
• Esports betting
• Mobile-friendly casino games

Cultural relevance also matters. In Kenya, English-speaking leagues like the Premier League dominate. In francophone Africa, the Ligue 1 or other European leagues take precedence. Constantly localize by language and fanbase.

Conclusion

Kenya’s iGaming market offers scale, speed, and structure, but it is not without its share of work. The opportunity is real for operators who understand the nuances and can adapt to the local mindset.

As Joseph summed it up:

Want more content like this?

Check out the Peaky Ads podcast archive.
Visit our blog at https://peakyads.com/blog/.

Сообщение Kenya iGaming Market: Opportunities, Regulation, and Marketing Tactics появились сначала на Peaky Ads Agency.

Martins Lasmanis, CEO of Media 24

• Experience: 16+ years in SEO and affiliate marketing
• Specialty: iGaming websites with a focus on casino review platforms
• Interests: Crypto investing, surfing, sustainable startups, and family travel
• Philosophy: Build something once and make it work for years

In this exclusive conversation, Martins reveals how a €90K content gamble saved his business, why 20% of affiliate earnings vanish to scams, and how to lead an empire without losing family time.

From Fish Factory to Web Entrepreneur

Martins didn’t grow up with VC funding or affiliate mentors. His first job paid €100 per month working at a fish factory at age 12. By his late teens, he was building scrappy websites, monetizing with AdSense, and selling freelance gigs. With no blueprints, just trial, error, and a clear goal: own something that scales. Those early ventures laid the foundation for what would later become his first digital marketing agency. Eventually, he found iGaming. Combining his technical SEO skills with a knack for spotting profitable opportunities, he began building affiliate sites. Fast-forward: Media 24 now runs multiple casino affiliate sites across various GEOs. All fully bootstrapped and profitable.

Media 24: Building a Business From the Ground Up

Launching Media 24 wasn’t without its risks. Martins launched Media 24 with personal savings and revenue from previous projects. And the first two years, they ran at a loss, because SEO isn’t an instant win. But when it clicks, it scales. 

Today, Media 24 is cashflow-positive and aggressive. But that wouldn’t have happened without eating dirt early on. Even today, content creation is the company’s single largest expense, sometimes hitting €90,000 per month. Yet, Martins sees this as an investment rather than a cost, because good content is the foundation of any successful affiliate site.

He also notes that starting small is still possible. You can build your first site for €5K–10K, it’s possible if you do the content writing yourself. Just stop expecting instant payouts.

When asked if he plans to leave SEO anytime soon, Martins is clear: he isn’t looking to exit, sell, or jump ship anytime soon. Media 24 remains the priority, with a focus on scaling, optimizing current assets, and possibly expanding into new verticals when the time’s right. The key isn’t diversification for its own sake, it’s picking your shots and knowing when you’ve earned the right to go wider.

The Challenge of Casino Content

Let’s get this straight: SEO is no piece of cake, but casino SEO is a whole different beast. Unlike sports betting, where you can farm traffic on live events that give you something new to talk about every day, casino content has to hit differently. Casinos are static, and that means evergreen content has to be 10x better and deeper. Reviews can’t be lazy, because you’re not going to update them weekly.

This philosophy shapes Media 24’s approach. Rather than pumping out generic reviews, the team is focused on building what Martins calls a “really good review website.” The goal is to provide content that remains valuable long after it’s published: deep-dive breakdowns, updated bonus comparisons, and data-driven recommendations. Not the fastest way to rank, but one of the few ways to stay ranked long-term.

Case study: Google Drops the Hammer in 2024

Picture this: it’s Q4, you’ve built up a high-performing casino affiliate business. And then Google’s update wipes out 30% of your traffic overnight. There were no warnings. You have no fixes. And all your rankings are gone.

At such moments, most people slash budgets. Martins doubled down and spent €90K on content in a single push. Because if you wait for Google to forgive you, you’re already dead. That’s not a quote from a gambler — it’s from someone who’s played the long game, bet on fundamentals, and turned content into compounding ROI. And it’s about smart strategy and investing in quality work.

Why SEO Still Beats Everything Else

Martins has been doing SEO for 16 years, and still loves it. Because it pays you back long after the work is done. Paid traffic turns off the second you stop paying. Social is great until the algorithm changes. But with SEO, you build something once, and it keeps working. It’s also a lifestyle. Martins travels to conferences, connects with operators and affiliates, and gets the freedom that paid media just doesn’t offer. He notes that the SEO community is unique, and everyone can be both a competitor and a collaborator.

When Promoting Internally Goes Wrong

iGaming’s growing fast, but growth without guardrails is a recipe for disaster. Martins has seen it happen too many times: teams promote from within, slap a title on someone with zero real-world marketing expertise, and then hand them a six-figure budget. What could go wrong? Operators dump cash into acquisition channels without KPIs, tracking, or even a basic sanity check. They “optimize” based on gut feeling and then wonder where the margins went. If you’re not manually checking performance or running proper attribution, you’re basically lighting money on fire.

It’s especially dangerous when working with affiliate networks that are built to move fast and not always with full transparency. This lack of oversight can cascade, resulting in inefficient spending and an unclear understanding of what’s truly driving growth. That’s not growth — it’s chaos in a suit.

Fraud, Black-hat Tactics, and Long-Term Strategy Battles

Let’s be clear: iGaming SEO isn’t white and fluffy, it never has been. Martins has no illusions about the niche. We’ve had it all — fraud, scams, fake bonuses, hijacked redirects. And if you’re not watching your back, you’ll end up sending your hard-earned traffic to someone else’s wallet.

One troubling trend Martin mentions is the rise of black-hat SEO and AI-generated content, which can quickly flood the market with low-quality material. It ranks, but only for a while. Google’s not stupid, and eventually those pages tank, and the “SEO expert” who sold you the dream is already running another burner site.

Martin also touches on the use of parasite SEO, slapping casino content on a high-DR unrelated site to piggyback on their authority and fast-track rankings. While effective in the short run, he warns this method lacks the stability: you don’t own it, you can’t control it, and when it crashes, you’re back to zero.

Ultimately, Martin advocates for a long-term SEO strategy focused on quality content and solid foundations rather than quick wins. Provide real content, real structure, and real value. That’s how you build something that doesn’t collapse every time Google sneezes.

A Financial Philosophy Built on Growth

Today, Martins’ income mainly comes from his salary as CEO, but he’s increasingly shifting toward dividend-based wealth growth. Most of Martins’ monthly spend goes to one thing: family. He’s married and a father of three. It’s about travel, experiences, and memories. No flashy cars. No overhyped real estate. Martins makes careful decisions that buy him time, presence, and headspace. Martins isn’t someone who spends recklessly, but he does reward himself with meaningful purchases. For example, he owns a Rolex watch, purchased to celebrate his first dividend payout. For Martins, it’s symbolic and represents a milestone rather than luxury for luxury’s sake.

While SEO is his main focus, Martins isn’t shy about exploring other avenues. One of his recent investments is a startup aimed at reducing plastic waste. His investment portfolio also includes cryptocurrencies like Bitcoin and Ethereum, along with a selection of stocks. However, he’s not the type to obsess over charts or check prices daily.

Notably, Martins manages all of his finances himself. He doesn’t have a financial advisor because he prefers to understand where every euro goes. It’s about control and learning from every win and every mistake.

Final Thoughts

Martins started with €100 a month from a fish factory. And now he runs one of the leanest, sharpest iGaming affiliate businesses in Europe. It’s not just a story of survival. It’s about building smart and spending even smarter. Also, his story is more than just about iGaming or affiliate marketing success, it’s about building a life that balances professional ambition with personal fulfilment.

Want More From Martins? Follow him on LinkedIn, subscribe to Media 24’s updates. And we’ll be back to spill more marketing tea.

Сообщение SCAM, MONEY, SEO: Martins Lasmanis VS Googlepocalyps появились сначала на Peaky Ads Agency.

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Use promo code «peakyads» on a $200 deposit and unlock additional $25.

The dashboard in general is very intuitive: it lists all the tabs one needs on the left-hand side of the screen — creatives, targeting, metrics — all on one page and just a click away.  Creating a campaign is within a single page: choose your format, geo, budget, creatives, and tracking macros, hit save, and you’re good to go.

Beyond setup, the dashboard is rich in analytics. Real-time stats, macros, and traffic source breakdowns help you spot underperformers and quickly change your approach. A manager’s suggestions (like recommending fitting traffic sources) often pop up right alongside your dashboard options:

EVADAV’s FAQ for advertisers and publishers is a whole hub  in itself: this resource is designed to get you up and running fast — whether you’re a beginner or a seasoned pro.

• Information on supported formats.
• Details on acceptable creatives and prohibited content.
• Insights into geographic, device, and browser targeting.
• Instructions on campaign moderation, frequency capping, and blacklisting.
• Assistance with code installation and widget setup for publishers.
• Tips on maximizing earnings through effective ad placement.

Whether you’re setting up your first campaign or optimizing an existing one, this guide has you covered. If you have any remaining questions, you can always contact your personal manager through your account or reach out to the support team via Skype, Telegram, or email.

EVADAV’s Ad Formats

When you dive into EVADAV AD NETWORK, you’re stepping into a whole toolbox of formats designed to work in perfect harmony — whether you’re monetizing a site or launching a campaign. Let’s run a quick breakdown of how each format delivers value.

Popunder

• For publishers: these ads open behind the main window, ensuring visibility without disrupting the user. Easy to integrate, adaptive across devices, and based on CPM — you earn per impression while maintaining UX integrity.
  
• For advertisers: popunders deliver results with high CPM rates and solid conversion in niches like igaming, finance, dating, and sweepstakes. It’s a format with solid traffic volume and scaling potential.

Push Notifications

• For publishers: a push subscriber base is game-changer — these instant notifications bypass ad blockers and land directly on user devices.
  
• For advertisers: with over 2–3 billion daily impressions, push gives you direct access to opted-in audiences. Low CPC and high CTRs make it perfect for more assertive campaigns across dating, gambling, finance, and utilities verticals.

In‑Page Ads

• For publishers: like a well-placed billboard — non-intrusive, iOS-friendly, and friction-free. With no opt-in needed, these are seamless monetization on autopilot.
  
• For advertisers: it feels native to readers but performs even better than push—CTR is reported to be 25% higher. Ideal for traffic-sensitive verticals.

Native Ads

• For publishers: these blend in so well they feel like an editorial piece — non-disruptive, but still labelled to prevent banner blindness.
  
• For advertisers: native formats deliver CTRs up to eight times higher than banners. Perfect for long-term content campaigns, especially in finance and e-commerce verticals.

And a special mention — programmatic integration. If you want automation, EVADAV , as a programmatic ad platform supports programmatic routes — APIs and RTB-ready integration to accelerate bidding, simplify workflow, and tap premium inventory. Ideal for scaling at professional speed.

These formats aren’t just diverse — they’re complementary. Publishers can seamlessly  maximize earnings while maintaining UX integrity. Advertisers can tailor each format, leveraging volume to match campaign objectives for different verticals.

EVADAV TRAFFIC GROUP Pros & Cons: Is This Ad Network Right for You?

To talk about pros and cons of EVADAV AD NETWORK , we will rely on users’ opinions that can be found online, because it’s one thing to flip through the catalogue of ad formats, and it’s another to actually launch ad campaigns or integrate ads into your web resources.

As for the upsides, users note the following:

• High‑quality, convertible traffic: many users report strong ROI, especially in verticals like finance, dating, and e‑commerce — a key indicator of their targeting quality.
• Flexible ad formats and powerful targeting: whether it’s pops, push, native, banners, or in‑page messaging, and CPC to CPA models — EVADAV offers the full toolkit to support diverse campaign strategies.
• Responsive and professional support: marketers mention timely responses and hands‑on help.
• Beginner‑friendly platform: the interface is clean and intuitive, with built‑in analytics that make campaign monitoring a breeze — even for newcomers.
• Welcoming small publishers: this ad network for publishers has no minimum  thresholds and a friendly entry for indie bloggers and niche sites, but they can yet scale easily when they are ready.
• Cutting‑edge infrastructure and modern tech stack: up‑to‑date mobile ad delivery systems, efficient review processes, and a proactive technical team.
• The referral program: users also mention it as a solid plus, quoting “$50 for advertisers spending $500+, 5% from publishers’ spend”.

And by way of weaker points, there are mentions of a learning curve (the network is extensive and it might take some time for a newcomer to fully navigate its services), higher competition in certain popular verticals (like dating or iGaming), which can affect margins, and the lack of a WordPress plugin, though most users still find the integration manageable through existing third‑party plugins or header tag tools.

Conclusion

EVADAV TRAFFIC GROUP is a powerful, all-around solution for those who want more than just a simple ad network. It’s a cluster of companies  that combine media buying expertise, extensive ad format options, specialized divisions, and education initiatives — designed to maximize profits across numerous verticals. Whether you’re a publisher looking to monetize your inventory or a media buyer searching for high-converting campaigns, EVADAV brings a scalable, flexible approach backed by years of industry expertise.

Сообщение EVADAV TRAFFIC GROUP Review 2025 появились сначала на Peaky Ads Agency.

The post explains the core difference between short-term SEO tactics and the process of building long-term digital products. Below, you’ll find out why MightyTips and SlotsJudge stand out, what defines an actual SEO product in 2025, and why technical execution without product thinking is no longer enough!

In the article, you’ll find expertise from:

• Evgenii Aralov, CEO of SEOBROTHERS
• Eugene Ravdin, Head of PR at SEOBROTHERS
• Jekaterina Dubnicka, Head of Marketing at SlotsJudge

Why do SEO products need to be more than just websites?

The SEOBROTHERS team doesn’t treat SEO as a standalone activity. It’s part of the product lifecycle. Their core principle is that rankings, traffic, and revenue should emerge from building something meaningful—something users trust and want to return to.

This means structured architecture, editorial credibility, ongoing content operations, and a recognizable brand. The focus is not on manipulating algorithms but on building ecosystems.

Benchmarking product-led SEO vs affiliate-first sites

SEOBROTHERS tracks how various industry players have fared over the past year. The performance differences between product-led and thin affiliate sites are more evident than ever.

How editorial strategy shapes modern SEO success

When Eugene Ravdin moved from editorial work at UEFA.com to SEOBROTHERS, he brought a reader-first mindset that fits the current trajectory of Google’s ranking philosophy.

Google has raised the bar. Simply matching keywords to pages is no longer sufficient.

Instead, relevance is determined through:

• Authorship and accountability
• Real topical expertise
• Clarity of purpose
• Internal coherence and hierarchy
• Clean technical execution

Editorial quality and SEO are no longer separate workflows; they’re now aligned.

MightyTips: example of a modular, multilingual SEO product

MightyTips is structured like a knowledge base for new or casual sports bettors. Its value lies in simplifying complex markets and helping users find trustworthy bookmakers.

Core features of MightyTips:

• Educational content on betting types and strategies
• In-depth sportsbook reviews with UX breakdowns
• Daily match predictions with tipster performance tracking
• Localization and full native-language support

“MightyTips isn’t for sharp bettors. It’s for regular people who want to understand how betting works, and do it confidently.” — Eugene Ravdin.

SlotsJudge: using slot reviews as primary traffic drivers

SlotsJudge avoids aggressive bonus-driven acquisition and focuses instead on product exploration. Slot games are treated as discovery tools that lead to conversion, not just as monetization units.

“We guide users through the slot experience first. If they enjoy it, they’re more likely to register. That’s a better signal than chasing clicks with coupons.”  — Jekaterina Dubnicka.

The editorial direction includes:

• Interactive demo modes
• Hands-on slot reviews
• Custom video content
• Feature breakdowns (RTP, volatility, special mechanics)

“This isn’t gamification for show. We’re connecting it directly to engagement metrics and retention curves.” — Jekaterina Dubnicka.

How do you scale content production with AI workflows?

SEOBROTHERS uses AI, but not to automate content unthinkingly. Instead, they treat AI as a toolset for structured drafting and internal testing.

“We use ChatGPT, DeepSeek, and other models. However, the outcome is shaped by our templates, quality controls, and editorial review. It’s not set-and-forget.” — Evgenii Aralov

Content production flow includes:

• Prompt scripting for intent-based page structures
• Consistency in terminology and formatting
• Human rewriting and expert validation
• Technical QA: schema, linking, metadata

Key insight: AI-generated content can match or exceed human-written content—if embedded within editorial logic and refined with intent.

SEOBROTHERS’ 2025 link-building framework

Their link acquisition strategy focuses on minimizing risk while building defensible authority. Volume is deprioritized in favor of contextual placement and long-term domain trust.

“The page context matters more than domain context. A clean blog post with one natural link outperforms a ‘topical’ homepage loaded with backlinks.”

How do you launch an SEO product from scratch?

Today, launching a platform like MightyTips isn’t an agency project; it’s a capital investment. The landscape is more competitive, the benchmarks are higher, and product expectations are real.

“You’d need at least $500,000 to build something like MightyTips. It’s not a question of getting a writer and buying links. It’s an operating business.” — Evgenii Aralov.

Key requirements for SEO products:

• Technical SEO and IA team
• Product and content leads
• Editors with niche literacy
• Visual and UX support
• Budget for PR, link development, and tooling
• A two-year time horizon before break-even

Why does fundamental SEO now look like product development?

If there’s a single takeaway from this conversation, Google no longer rewards SEO hacks. The ranking environment favors platforms with substance—operationally, editorially, and structurally.

“We’re not building pages. We’re building brands, media, and systems. That’s what it takes to remain competitive now.”  — Evgenii Aralov.

What SEOBROTHERS is doing isn’t so-called “advanced SEO.” It’s cross-functional product thinking applied to content ecosystems.

Conclusion

Building an SEO product today means focusing on structure, quality, and long-term user value. 

The SEOBROTHERS expertise shows that sustainable growth comes from strong content systems, real editorial processes, and investment in the brand, not shortcuts

Сообщение How to Build SEO Products That Rank? SEOBRTOTHERS’ Expertise появились сначала на Peaky Ads Agency.

On Peaky Ads’ podcast, its CEO, Vasilii Gamov, and iGaming Sales Expert, Olalekan Joseph Oyekunle, elucidated the dynamics currently shaping the Senegalese iGaming market. 

In this piece, the PeakyAds team will recap what they had to say while providing background and analysis.

Market Overview: Rapid Growth with Centralized Regulation

In Senegal, gambling is regulated by two main governmental entities: the Ministry of Interior and the Ministry of Economy and Finance.

They oversee compliance and licensing. LONASE also has a unique position, monopolizing the nation’s lotteries and sports betting. As Joseph explained: «LONASE is the primary gatekeeper of Senegal’s internet gambling market. Without them, access is not possible.»

Legal gambling formats include:

• Lotteries (state-controlled)
  
• Sports betting (monopolized by LONASE)
  
• Casino gambling (licensed venues)
  
• Poker (only within licensed casinos)

This tightly controlled environment poses both a challenge and an opportunity — while access is restricted, the centralized framework offers clarity and structure for those who enter.

Sports Betting: Dominant Vertical in the Region

Sports betting is by far the most dominant vertical in Senegal. Football, in particular, is deeply embedded in the culture.

A 2022 study revealed that approximately 29.09% of the population actively participates in sports betting. An estimated population of around 18 million translates to roughly 6 million bettors, a substantial and engaged user base.

The data displays a variety of accounts of gambling behavior:

• 63.26% are motivated by the desire to make money
• 20.56% get a thrill from the game
• 32.81% are more inclined to watch sports after placing a bet

This emotional engagement provides a powerful user retention incentive. Individuals don’t simply bet; they invest, support, and interact with their games and teams on a deeper level.

Alternative Betting Niches

Football is the crowd favorite, but it’s not the only game in town. Emerging verticals include:

• Crash games, especially Aviator, are what Joseph calls “the most attractive vertical to players.”
  
• Virtual sports and table games
  
• Basketball and cricket, which are gaining ground among younger audiences

For more minor affiliates and niche operators, these less saturated segments offer viable entry points into the market.

Market Competition: Space for New Entrants

Despite the booming interest in betting, the market is not yet saturated.Currently, the most dominant international operator is 1xBet, with only a handful of local platforms.

Unlike more mature markets like Kenya or Nigeria, Senegal offers a «first-mover advantage» for well-prepared operators. The regulatory gate is strict, but the field is open.

Licensing Process in Senegal

Entering the market legally requires a structured approach:

1. Register a local company
   
2. Submit a comprehensive business plan.
   
3. Apply through LONASE for a license.
   
4. Deposit a minimum guarantee (financial security for player payouts)

This relatively swift process appeals to new entrants, especially those who are flexible and willing to localize their approach.

Payment Infrastructure: Mobile Money Domination

Just as in many parts of Africa, mobile money is the foundation of financial transactions in Senegal. 

Local services include:

• Orange Money
  
• Wave
  
• Free Money

“Mobile money platforms dominate the payment landscape. They are essential for deposits and withdrawals,” said Joseph.In 2022 alone, mobile transactions in Senegal reached a staggering 12 trillion CFA francs, showcasing how integral mobile payments are to daily life and the iGaming experience.

Effective Marketing Strategies for Senegal

Marketing in Senegal requires a highly localized and culturally sensitive approach. The following strategies have proven most effective.

Mobile marketing

SMS campaigns and app notifications work well due to the universal use and limited internet bandwidth.

Social media advertising

Platforms like Facebook and Instagram allow precise targeting. However, crafting messages that resonate with local culture and languages is essential.

Influencer and affiliate marketing

“Influencers today prefer fixed payments over revenue share. Operators must allocate budgets to attract and retain them,” Joseph explained.

Operators like 1xBet structure collaborations using contractual agreements with clear KPIs, such as the number of FTDs (First-Time Depositors).

Offline promotion

Traditional channels still work well:

• TV and radio ads
  
• Billboards
  
• Street activations using brand ambassadors to engage with the public

“We send young, energetic people into the streets to promote the brand. It’s very effective here,” said Joseph.

Localized content

Offering content in French and local dialects enhances trust and engagement. Operators should invest in regionally relevant branding and communication.

Challenges vs. Opportunities in Senegal’s iGaming Sector

As with any emerging market, there are challenges and opportunities in Senegal’s iGaming industry. Operators must be ready to work around a draconian regulatory framework and compete with several existing operators. But the nation’s young population and nascent digital infrastructure offer compelling reasons for those willing to be flexible.

Key challenges

• Regulatory compliance, especially for offshore operators
  
• High competition from dominant players like 1xBet
  
• Limited transparency in licensing costs and procedures

Key opportunities:

• A growing young and digital-native population
  
• Increasing smartphone penetration
  
• Underserved verticals like crash games and local sports
  
• Room for custom-tailored partnerships with local influencers and affiliates

Joseph summarized it well: “The major challenge is compliance, but the opportunities lie in the receptive audience and the growth of digital infrastructure.”

Vasilii and Joseph emphasized the importance of mutual trust and shared responsibility in influencer relationships. Prepayment should be partial, based on clear contracts and deliverables: “Know your partner, then pay 50–60% upfront. Balance the rest after targets are met,” Joseph advised.

Conclusion

Senegal provides a vibrant, rapidly developing iGaming market ripe for innovation. Operators can establish foundations for success by learning local law, developing culturally sensitive marketing drives, and investing in online and offline media.

Vasilii concluded, “Senegal is a breath of fresh air in the African iGaming ecosystem. If you do it right, there’s space, demand, and a path.”

Stay tuned with Peaky Ads for more insights and cooperate with us to boost your marketing efforts to the moon!

Сообщение Senegal’s iGaming Landscape: Opportunities, Challenges, and Growth Strategies появились сначала на Peaky Ads Agency.

This article by Peaky Ads provides a complete breakdown of Mikael’s insights: how a game provider operates, how you can plug into their ecosystem as an affiliate or media buyer, and how real case studies prove the value of working directly with the product side.

What is a game provider and why should affiliates care?

Galaxsys is a game developer behind titles like Plinko, Aviator, and Chicken Road. Mikael’s team is responsible for B2B integrations with casinos, co-branded campaigns, creative distribution, and community engagement.

“Most affiliates don’t fully understand how the relationship between a web and a provider works. But it can be a huge win for both sides,” Mikael explains.

Unlike affiliates, who profit mainly from bringing in deposits or players, game providers earn only when a player spends money in their games. Their share is typically around 5–10% of GGR (Gross Gaming Revenue), while affiliates can earn Rev Shares up to 70%.

“You bring in a $100 deposit — $50 of that might go to you directly. Us? We get maybe $10, and only if the player plays our titles,” he adds.

Why should affiliates work with game providers?

The industry’s common myth is that working with providers wastes time because “they don’t pay for traffic.” Mikael is here to debunk that.

He argues that game providers can be valuable long-term partners, offering affiliates a wide range of support:

• Creative materials
  
• Retargeting mechanics
  
• Budget co-sponsorship for influence and brand campaigns
  
• Direct introductions to top-performing casinos

“A lot of the time, we don’t even know that affiliates are sending traffic to our games. But if you reach out, we can help you do it better,” Mikael says.

Real example: Creative collaboration that converts

One of the most effective collaborations Galaxsys has run is with Pin-Up. Together, they launched multiple creative and product campaigns, from custom game builds to retargeting flows that brought players back to the tables.

Turning the Hamster trend into casino traffic

When the Hamster Combat game on Telegram went viral, Galaxsys and Pin-Up launched their arcade-style spin-off built around Plinko mechanics. The game leveraged the trend and pulled in massive numbers:

• 150,000 new players in the first month
  
• Full influencer and affiliate participation
  
• VIP party activation in Amsterdam to keep partners engaged

“The team at Pin-Up told us later that the party helped them retain their top affiliates,” Mikael shares.

Retargeting inside the game environment

Galaxsys also helped Pin-Up run a brilliant retargeting campaign using in-game pixel data. 

How it worked

• Galaxsys integrated a pixel into their games.
  
• They passed behavioral data to Pin-Up.
  
• Pin-Up then retargeted those players with personalized offers.

Results

• +40% increase in bets placed
  
• +30% boost in total wagered volume

“If you run your casino or have the infrastructure to use this setup — we already know it works,” Mikael says.

How a game provider supports the funnel

Game providers aren’t just code shops — they’re full-stack partners with assets that can support multiple stages of your conversion funnel. 

Here’s how Galaxsys collaborates with partners.

Influence and awareness campaigns

Galaxsys actively co-funds influencer streams and branded campaigns.

“If you’re working with a streamer — great. Have them play our titles, and we’ll top up your media budget,” says Mikael.

This helps scale early-stage acquisition and boosts player trust through recognizable games.

Custom game development

Galaxsys has delivered custom-branded versions of its core games or even full reskins when a trend or cultural moment has called for it.

“See a viral moment in your GEO? Come to us. We can reskin fast and test the concept together,” highlights Mikael.

SEO sites built by affiliates, powered by provider data

Galaxsys doesn’t have a dedicated SEO department, but they have first-party user data at scale. That allows SEO-based affiliates to build authority sites with real traction.

Games as a traffic channel

For Mikael and his team, games aren’t just content but acquisition funnels.

That includes:

• Streaming-driven interest and push traffic
  
• In-game triggers that connect to Telegram bots (even in gray/black-hat flows)
  
• Virality through visual mechanics and behavior-driven engagement
  
• Familiarity and gameplay repetition that increases LTV

“Tower Rush, for example, runs on RNG. But the player feels like they can beat the timing. That feeling is what keeps them engaged,” Mikael points out.Galaxsys runs performance campaigns around Tower Rush in Venezuela, bringing in over 10,000 new players monthly.

Why don’t affiliates cooperate with game providers more often?

Mikael admits there are internal blockers to affiliate collaboration. Most of Galaxsys’ resources go toward product, not traffic. Teams focus on game development, casino partnerships, and tournament mechanics, not affiliate management.

There’s also a broader industry assumption that game providers only matter for branding, not performance. That’s simply incorrect.

“People treat us like a YouTube funnel — great visuals, but not built for performance. That’s just not true,” Mikael points out.

5 ways affiliates can work with game providers today

Let’s see on the Galaxsys example what a game provider offers to affiliate teams to explore deeper collaboration:

1. Influencer campaigns.
   Co-branded drops, budget sharing, campaign support, and viral hooks.
   
2. Creative assets and data.
   Ready-made creatives plus performance data for retargeting, optimization, and testing.
   
3. Custom game skins.
   Reskin games to fit your market, theme, or trend — fast.
   
4. Access to GGR and player behavior data.
   Use Galaxsys data to build intelligent segmentation and retarget flows.
   
5. Casino network access.
   Galaxsys is integrated with over 1,000 casinos, meaning you can test offers across multiple brands with one product.

Conclusion

Working with a game provider isn’t just about supporting their brand — it’s a strategic entry point into sustainable, diversified funnel structures.

As Mikael Poghosyan put it, “We don’t just make games. We build products you can monetize. And we want to do it together.”

Want more insights like this? Subscribe to the Peaky Ads YouTube channel for deep-dive interviews from Riddick’s Yerevan Meetup and other useful podcasts, explore our blog for tested strategies, or get in touch to start building your performance stack — powered by real marketing professionals.

Сообщение How to Work with a Game Provider in Affiliate Marketing? появились сначала на Peaky Ads Agency.

Recently, on the Peaky Ads podcast, iGaming growth strategist Alanas Ivšinas appeared to dispel how both extremes are achievable—and, more importantly, how affiliates can set themselves up for success.

Here we will break down his journey to lucrative affiliate collaborations, including how a single operator brought in more than $4 million in net gaming revenue (NGR) via a hybrid deal.

Understanding the landscape of iGaming affiliate marketing

The terrain is more complex and competitive than ever for anyone entering the iGaming affiliate market in 2025. Alanas said the affiliate space has matured significantly over the past decade.

“There was a time when you could launch Facebook traffic in any country without cloaking or even worrying about GDPR. That world is long gone.” Alanas explains.

These trends have created a bifurcation in affiliate success: well-resourced affiliates scale, while small players struggle to enter without a deep focus on niche markets and creative deal-making.

Evaluating the right offer: metrics that matter

Whether you’re promoting a sports betting app or an online casino, not all affiliate offers are equal. Alanas emphasized that too many affiliates accept subpar terms, especially when they don’t know what to ask for.

“Ask for brand-specific statistics. Don’t rely on network averages. One brand might convert 5x better than the others, but you’ll never know unless you ask,” highlights Alanas Ivšinas.

Key metrics to evaluate affiliate offers

1. Conversion Rate (CR).
   How many registrations become depositing players?
   
2. Net Gaming Revenue (NGR).
   How much are your referred players generating?
   
3. Negative Carryover Policies.
   Does the brand zero out your earnings after a losing month?
   
4. Bundled vs. Isolated Brands.
   Are your earnings spread across weak-performing brands?
   
5. Payment Reliability.
   How consistently and quickly does the brand pay?

What makes a bad brand?

Alanas stressed that while affiliate networks may promise sky-high commissions, some brands cannot deliver them when it matters.

Characteristics of bad brands

• Poor tracking systems
  
• Delayed or missed payments
  
• Inflated promises without proof
  
• Weak customer support for players
  
• Lack of transparency on traffic performance

“Brands that don’t invest in infrastructure or fail to honor terms erode affiliate trust—and ultimately burn the relationship,” he added.

CPA, RevShare, or Hybrid: Which commission model wins?

Choosing between CPA (Cost Per Acquisition), RevShare, or Hybrid deals is one of the most crucial decisions an affiliate can make. Alanas advised matching the commission structure with the nature of your traffic.

“Hybrid models make the most sense when you want to hedge your risk but also believe in your traffic’s long-term value,” says Alanas.

From zero to $4 million: Hybrid model case study

The most compelling story from the podcast is how a single player generated over $4 million in NGR. Here’s a condensed timeline of how it unfolded!

The funnel breakdown

1. Traffic type.
   SEO targeting crypto and sports keywords.
   
2. Initial setup.
   Site ranking for crypto sports betting in emerging markets.
   
3. Deal structure.
   $150 CPA + 40% RevShare, no admin fees.
   
4. Player acquisition.
   A single user from Vietnam deposited over $9 million in 9 months.
   
5. Affiliate earnings.
   More than $2 million earned on a 40% RevShare structure.

“We didn’t know then that this one player would change the entire revenue model for us. But we negotiated hard to ensure the upside was ours to keep.” Alanas says.

This success wouldn’t have been possible with a flat CPA deal, proving the immense upside of hybrid models when managed well.

Negotiation: the art that affiliates must master

Data from Affiliate Insider reveals that only 12% of affiliates negotiate their terms, but those who do can see a 20–40% increase in earnings.

Alanas broke it down into clear steps to negotiate a better affiliate deal:

1. Bring data to the table.
   Show CTRs, bounce rates, conversions, and audience profiles.
   
2. Request custom terms.
   Don’t accept boilerplate contracts.
   
3. Leverage KPIs.
   Offer NGR-based bonuses or position-based incentives.
   
4. Be transparent.
   Declare test deposits and outline your expectations.
   
5. Be flexible.
   Offer trial placements or phased onboarding.

“Affiliate managers are more likely to work with you if they believe you’re building a long-term business, not just a campaign,” highlights Alanas.

SEO vs. PPC: Which gets better deals?

Affiliate managers value SEO traffic more highly than PPC, due to its perceived stability, loyalty, and cost efficiency.

SEO vs PPC offer comparison

This difference means PPC affiliates often face CPA caps, risk clauses, or limited brand selection. In contrast, SEO affiliates can often secure lifetime RevShare and build compounding monthly income.

Pitfalls and traps: how to avoid them?

Even experienced affiliates fall into traps hidden in contracts and fine print.

Common red flags in affiliate agreements:

• Negative carryover.
  Wipes out future RevShare after a single high win.
  
• High baselines.
  Payout only begins after hitting 20+ FTDs.
  
• No source reporting.
  You can’t optimize without knowing what’s working.
  
• Delayed payments.
  Watch for patterns in delayed wires or unclear processing.
  
• Lack of transparency.
  Avoid brands that won’t clarify terms.

“Always ask the uncomfortable questions upfront. You’re not being rude — you’re protecting your business,” says Alanas.

Future outlook: What’s next for affiliate deals?

The iGaming world is moving toward stricter compliance, diversified traffic sources, and more creative deal structures. Alanas noted several future-facing trends.

Upcoming trends of 2025 and beyond:

• More compliance documentation.
  Especially in regulated markets.
  
• Growth of Crypto brands.
  Aggressive CPAs, higher volatility.
  
• Influencer marketing.
  TikTok affiliate campaigns up 73% YoY (Insider Intelligence, 2024).
  
• Agency-style affiliate models.
  Transparent cost-per-lead or cost-per-sale partnerships.

“We’ll see affiliates operate more like mini media agencies — with budgets, KPIs, and accountability,” says Alanas.

Conclusion

The difference between a mediocre affiliate career and a million-dollar one often comes down to the ability to negotiate, to think long-term, and to build meaningful relationships. 

Whether you’re a fresh affiliate or a seasoned veteran, Alanas’ core advice remains:

Negotiate, test, measure — and above all, never settle.The upside is enormous for those willing to treat affiliate marketing as a business, not just a side hustle. Don’t hesitate to cooperate with the Peaky Ads team; your marketing efforts will take off to the moon!

Сообщение How to Get the Best iGaming Affiliate Deal? появились сначала на Peaky Ads Agency.

Traffic is expensive, conversions are uncertain, and operators rely on you to send FTDs like clockwork. One click can make all the difference in this game. But what if we told you that an FTD does not have to cost $30 or even $10, but pennies?

These numbers aren’t magic – they are the results of a slick and precise retargeting mechanism.

In this article, as previously on the podcast, the Peaky Ads team and Sergey Sergienko, CEO of Kadam ad network, break down how retargeting is achieved in iGaming, why non-funnel traffic is wasting budgets, best-performing retargeting GEOs, and how Kadam empowers affiliates to make FTDs for pennies.

What is retargeting, and why is it a game-changer for iGaming?

Retargeting is engaging users who have already had some interaction with your product or brand – perhaps they visited your site, maybe even signed up, but didn’t deposit. Or they deposited once and never came back. These are your most valuable leads: warm, known, and already halfway down the funnel.

The classic example is a person visiting your website, leaving, and now they’re looking at your ads everywhere. That’s retargeting. And if it’s done well, it’s not just a reminder – it’s a conversion machine.

Retargeting is not «remarketing ads.» It’s about providing the right message at the right time, in the proper manner. In iGaming, push notifications simply work. Sergey highlights that push ads are the king of retargeting. They don’t depend on whether the user is online or not. We send push ads to their devices. So if they registered five minutes ago but didn’t deposit, they get an instant message – and boom, they deposit.

Why is a well-thought-out funnel a must for your traffic?

One of the most common mistakes new affiliates make is believing that some of their cold traffic will «just convert».

A good landing page or a good bonus will magically work. But real user behavior doesn’t play out according to this fantasy. In the gambling vertical, the user path is long and fragmented. A click is merely the beginning.

«Most users drop off between the click and registration. Then, more users drop off between the signup and the first deposit. If you’re not retargeting them, you’re losing money at every step,» Sergey explains.

Every drop-off in the funnel is a missed opportunity – and without a system to bring users back, you’re flushing your budget down the drain. Especially in expensive GEOs, where CPCs are steep and CPAs need to stay razor-sharp, retargeting becomes the only way to drive real profit.

Expert tips to build a high-performing funnel

A successful retargeting funnel is not the same for all audience types. It’s a stacked funnel with different user intent and behavior.

Here’s a common funnel structure:

• Visitors who did not register;
• Registered but didn’t deposit;
• Deposited once and never came back;
• Once-active players who have lapsed;
• Users who have deposited previously (re-deposit targets).

«Some clients have hundreds of audience segments. The more segmented your targeting, the more personalized your creatives – and the better your performance,» says Sergey.

Sergey also adds that they send as many as 30 push ads per user a day. That sounds aggressive, but it works. It’s about catching them when they’re warm and ready to act. 

Kadam also enables a rotation-based creatives approach. In case a free spin bonus offer fails, the system replaces it after several impressions, testing out variants until it finds a winner.

Top GEOs to test for retargeting

Retargeting performance is local – Kadam has boots on the ground in some of the hottest emerging markets and is ready to share insights.

Take Africa, for example. It’s Kadam’s second-largest region by volume, even leading LATAM by activity and growth, according to Sergey.

«We have a dedicated specialist for Africa. The continent is full of potential. But every country is different – language, culture, even religious calendars are involved,» he explains.

User language enters the equation, too. Users in India, for instance, who have English-language browser settings will be more likely to convert than Hindi-using users. Why? English-speaking Indians are generally more affluent. From a creatives point of view, GEO segmentation also matters: cricket in India, hockey in Canada, football in Europe. And for casino traffic, classic images like Wheel of Fortune, animal mascots, and free spins resonate.

Kadam: Why choose the network for retargeting?

Kadam is a full-service platform built for performance marketers. Unlike mainstream networks, Kadam allows clean, compliant promotion of verticals like betting and casinos, without bans or cloaking.

“Facebook won’t show ads on PornHub. We will. We work openly with iGaming, and you don’t need to hack your way around restrictions. You can just run your campaign,” says Sergey.

But compliance is just part of the value. Kadam also supports advanced tracking (pixel and event-based), fingerprint retargeting for cookieless targeting, and smart segmentation. That means you can retarget users even after they wipe cookies or switch browsers.

You don’t need to be a retargeting expert either – Kadam’s team helps you build strategies, craft creatives, and segment users based on behavior. Whether you’re targeting lapsed users or pushing for redeposits, you get hands-on support.

Real cases on retargeting: experience of Kadam

We asked Sergey directly about the real cases and figures of the Kadam team on the direction of retargeting. Right on the podcast, the CEO of the company opened the phone and frankly shared metrics for several audiences and GEOs. It’s worth noting that all situations are real, but we can’t name the operators due to NDA.

India

Redep cost: from $0.01
Reactivation cost: from $0.05
FTD: $2.5

Kazakhstan

Redep cost: $0.01
Reactivation cost: $0.07
FTD: $1.34

Canada

Redep cost: $0.03
Reactivation cost: $0.23
FTD: $6.5

Mexico

Redep cost: $0.01
Reactivation cost: from $0.20
FTD: $5

The key factors in achieving these results on retargeting

The metrics are really impressive. We had a reasonable question: how to achieve them and in what time frames?

Sergey’s answer: “The key to success is getting fast and accurate feedback and data so that you can work and optimize campaigns just as quickly. It’s no secret that from the very beginning you need to do tests on the order of 100-200 dollars a day, but it takes about 1-2 months to fully scale”.

Kadam records that 100% of the clients who launched retargeting at least for a test continue to work. And this is probably the best indicator of efficiency.

As you may have noticed, running retargeting in gambling is worth it, at the same time there’s real money and risks involved. So use all the information from this article and contact experienced intermediaries especially in the initial stages.

Conclusion

In affiliate marketing, especially in iGaming, you can’t just «buy traffic». You need to earn it. You need to build, segment, test, optimize, and retarget.

Retargeting is no trend or growth hack. It’s the cornerstone of profitability. It minimizes FTD spend. It offers users reactivations in pennies. And it turns traffic that would otherwise be lost into loyal, high-LTV players.

Go ahead and collaborate with Peaky Ads to boost all your marketing metrics related to profit!

Сообщение How Retargeting Saves Funnels and Turns Traffic into Cash? появились сначала на Peaky Ads Agency.