The Licence
Decides Where.
Nothing Else Does.
Casino, sportsbook, poker and lottery all live or die on which territories you are licensed for — and a campaign that runs perfectly in one market is refused outright in the next with identical creative.
Measured on first-time deposits and repeat deposits, not on registrations that a retention team can never convert.
02Four Products, Four Problems
These are grouped under one word and behave nothing alike. Different players, different deposit patterns, different seasons and different retention. Tap through them.
The highest volume and the shortest patience. Players decide in seconds and compare bonuses before they compare anything else. Deposits are frequent and small, retention is everything, and creative fatigues faster here than in any other gambling product.
03What The Markets Cost
Indicative ranges in USD, compiled from campaigns we have run and from operators we work alongside. Ranges, not guarantees — your product, your bonus structure and your retention decide where you land inside them.
| Market | Tier | CPL | First deposit | Channel reality |
|---|---|---|---|---|
| United States | Tier 1 | 55 – 110 | 280 – 550 | State-by-state regulation. Highest competition and highest player value. New Jersey, Pennsylvania, Michigan and West Virginia lead. |
| United Kingdom | Tier 1 | 50 – 95 | 250 – 450 | UKGC licensed only. Highest lifetime value in Europe. Account reviews frequent and thorough. |
| Australia | Tier 1 | 45 – 85 | 220 – 400 | Strict advertising rules. Excellent retention and a strong sportsbook culture. |
| Sweden | Tier 1 | 45 – 90 | 240 – 420 | Spelinspektionen licensing. Highest cost per lead among the Nordics, justified by lifetime value. |
| Canada | Tier 1 | 40 – 80 | 200 – 380 | Provincial licensing, Ontario strongest. High retention with competition below the United States. |
| Norway | Tier 1 | 40 – 75 | 230 – 400 | State monopoly creates high barriers. High-income players deliver excellent retention. |
| Germany | Tier 1 | 35 – 70 | 200 – 380 | Interstate Treaty plus state-level rules. Heavy compliance burden, strong deposit value. |
| Finland | Tier 1 | 32 – 65 | 190 – 350 | Veikkaus monopoly environment. High-income audience and solid retention. |
| Spain | Tier 1 | 30 – 60 | 180 – 320 | DGOJ regulation and recent advertising restrictions. Solid player base, moderate competition. |
| Brazil | Tier 2 | 15 – 35 | 90 – 180 | Legalisation wave and PIX payments. One of the best Tier 2 markets for casino and sportsbook. |
| India | Tier 2-3 | 7 – 18 | 45 – 120 | Huge volume with state-level differences. Lowest cost per lead, heavy competition on cheap traffic. |
| Philippines | Tier 3 | 8 – 18 | 50 – 120 | Strong digital adoption and PAGCOR influence. Among the lowest cost per lead globally. |
04Where It Can Actually Run
This is the part operators discover after the first suspension. Holding a licence does not mean a platform will accept you — approval is decided per market, per category, and it can be withdrawn after a policy change.
Licensed In Six Markets, Refused In Two
We have seen the same brand with identical paperwork approved in one country and declined in the next. The licence was never the deciding factor — business verification, domain history, payment profile and category classification all sit above it.
Most appeals fail because they answer the wrong question. The useful work happens before submission, not after the refusal.
05How The Work Runs
Tracking configured so the event fires where money arrives rather than on a button. Covered in this article.
Accounts, domains, creatives and pages exist before anything stops. A switch becomes an operation instead of a project.
Static, video and localised versions produced in-house. Eight angles tested rather than three. See ad creatives.
Pre-landers, bridge pages and landing pages designed toward the deposit rather than the registration. See landing pages.
A flag, a currency, a local payment method and a familiar face change more than any headline. Twenty markets means twenty builds.
Creative, pages, tracking and reporting in one place, so a leak gets found rather than argued about.
06Worth Knowing Before You Call
07One Link Of Many
Creative nobody stopped for, a page that loads slowly, tracking that fires in the wrong place — any one of them wastes the other two. Every link below is built in-house.
08FAQ
Acquires players through paid channels inside gambling advertising rules that differ by territory. Channel selection, creative production, pre-landers and landing pages, and tracking configured to first deposits rather than registrations.
No, and treating them alike is expensive. Casino runs steadily and fatigues creative fast. Sportsbook is a calendar business where costs collapse around fixtures and rise between them. Poker has a smaller, more sceptical audience with far higher lifetime value. Lottery is the cheapest to acquire and the smallest per deposit.
No, and this catches most operators. We have seen identical paperwork approved in one country and refused in the next. Business verification, domain history, payment profile and category classification all sit above the licence.
Tier 1 markets typically run 30 to 110 per lead with first deposits of 180 to 550. Tier 2 and 3 run 7 to 35 per lead with much smaller deposits. These are ranges compiled from campaigns we have run and from operators we work alongside, not guarantees.
In a small number of markets where gambling certification exists and you hold the licence for that territory. Everywhere else it is effectively closed, and anyone promising otherwise is selling you the attempt.
Meta in almost every market. Telegram converts unusually well because the audience is already there. Native placements open inventory social does not. Affiliates and streamers work when the partner is genuine.
In inherited accounts, around seventy percent of a campaign cycle not delivering. With proper asset separation and prepared replacements, twenty to thirty percent. Zero is not on offer from anyone honest.
The products, the markets and licences you hold, what a result means to you, and whatever has been tried before including what failed. Nothing else is required.
Less Bureaucracy.
More Work.
Specialists assigned to your account, decisions explained before they run, and a number at the end that means something. Start the conversation — it costs nothing and you will leave it knowing more than you arrived with.
Case files · Crypto marketing · FTD calculator · Glossary
Further reading: iGaming marketing strategy for 2026 · Telegram marketing for iGaming · TikTok advertising for iGaming · Meta ad account bans
Reviewed and updated November 2026