TOP channels for attracting traffic to casino sites

Important from the doorstep

We work only in legal jurisdictions, with 18 +/21 + age filters, geo-targeting, license, RG block (limits/timeout/assistance) and advertising platform certifications. We exclude vulnerable audiences and self-excluded users.

1) AEO/SEO: "answers instead of promises"

The Point: Post-cookies and the era of AI responses require structured content and technical purity.

What to do: content hubs (game rules, RTP/volatility, bankroll, Responsible Gaming), schema. org (FAQ/HowTo/Organization), E-E-A-T (authors/redpolicy), fast mobile (CWV).

Where strong: Sustainable, high-confidence organic flow.

KPI: non-brand organic, CTR in SERP/responses, share of sessions, D7/D30 retention SEO traffic.

2) Search/Context (SEM): Brand + Safe Non-Brand

Bottom line: the intention is hot - but compliance is critical.

What to do: protect brand requests; non-brand clusters - "how to set a limit," "baccarat rules," "what is RTP." Gambling certification of platforms is required.

KPI: QS, CPA/FTD, CCL/deposit conversion, Payback, percentage of clicks on RG pages.

3) Programmatic Display & Native

The Point: Reach and craft targeting with white lists of publishers.

What to do: context + allow-lists, frequency caps, nativ with training longrides.

KPI: viewable reach, post-view uplift (geo-holdout), brand search, SEO/Direct increment.

4) CTV/OTT и Digital Audio

The Point: Scale with addressability and safe creativity.

What to do: 15-20 ″ videos with a visible RG message, QR/promo code; audio sponsorship from legal publishers.

KPI: geo-increment (AA tests), rise brand search, CPM-to-lift.

5) Influencers/Creators (21 +)

The Point: UX trust and native learning.

What to do: micro/mid-creators, whitelisting creatives, mandatory labeling, topics - rules, RTP, limits, payment security.

KPIs: D7/D30 cohorts with 7-day limit, onboarding NPS; avoiding "hype."

6) Affiliates 2. 0

The bottom line: partners who pay for quality, not "raw registrations."

What to do: quality-score (retention/LTV, chargeback, RG complaints), CPI models + cohort value bonus without worsening RG metrics; quarterly audits and blacklists.

KPI: LTV/CAC by partner, share of FTD→depozit - repetition, complaints/1000, RG incidents = 0.

7) Content marketing and PR

The point: trust and expertise.

What to do: guides, wagering calculators, open explanations of CUS/payments, product/compliance lead interviews, participation in Responsible Game Week.

KPI: referral traffic, coverage, brand search, Honesty and Security pages.

8) Partnerships (sports/media/esports) - where legal

Bottom line: association with local opinion leaders and formats.

What to do: only "green" markets, age filters, RG activities (donations to hot lines, training).

KPI: uplift direct/brand, local retention, PR index.

9) Referral programs (Friend-get-Friend)

The Point: Organic growth from satisfied players.

What to do: simple mechanics without hyper-stimuli, protection against fraud, RG-gardrails (exclude risk segments).

KPI:% traffic from referrals, quality of cohorts, complaints/fraud incidents.

10) ASO/PWA and traffic "ownership"

The bottom line: if there are legal applications - ASO; if not, PWA/web push in the white zone.

What to do: location of storks, screenshots of control functions (limits/timeout), fast PWA with offline help pages.

KPI: page conversion, retention app/PWA D1/D7, return via icon share.

11) Organic communities

Bottom line: knowledge and service support club.

What to do: forums/social networks 21 +, moderation, topics - rules, bankroll, Responsible Gaming, product updates; no "easy money" signals.

KPIs: community MAUs, proportion of visits from the community, CSAT by moderator response.

What exactly is impossible

Advertising in prohibited jurisdictions, targeting minors/vulnerable.

"Guaranteed win," false urgency, near-miss, dark patterns.

Reactivations for players with active RG flags/self-exclusion.

How to measure channel efficiency (not clicks)

Increment: geo-holdout/PSA tests, MMM; last-click - auxiliary only.

Cohorts: D1/D7/D30/D90 retention and LTV by source.

Service/quality: % payments ≤24 h, NPS/CSAT onboarding, share of tickets "where is my conclusion."

Responsible: the proportion of players with 7-day limits, the frequency of player-initiated timeouts, 0 risk reactivations.

90 Day Roadmap

Days 1-14 - foundation: Jurassic GEO audit, platform certification, RG guide to creativity; SEO/AEO audit, topic matrix.

Days 15-45 - pilots: search clusters (brand + safe non-brand), 2-3 bundles of Programmatic/CTV with geo-increment, 10-20 creators 21 + (whitelisting), 5-10 affiliates with quality-score, content longrides and calculators.

Days 46-90 - scale/control: expansion of the winning bundles, closure of "gray" sources, CRM onboarding D0-D7 (training/limits), a single Growth + RG + Service dashboard, monthly audit of creatives and partners.

Check sheets

Compliance/RG

Licenses/age/geo at all sites
Google/Meta/CTV/Programmatic Certification
RG block in each creative and on LP
Exclusion of vulnerable from retarget/reactivation

Channels

AEO/SEO hubs + data schemas
SEM: brand-protect + secure non-brand
Programmatic/CTV с geo-holdout
Creators 21 + (whitelisting)
Affiliates with quality-score and audits

Measurement

MMM/geo-splits, server-side conversions
D1/D7/D30/D90 and LTV cohorts by source
RG/Service metrics in one dashboard

Examples of secure messages

«18+/21+. The game is entertainment. The deposit and time limits are in the profile"

"Transparent rules and quick payouts. Monitor the status in real time"

"Need a pause? Timeout and assistance are available in two clicks"

Traffic in iGaming works when legality, a useful product and responsible marketing are connected. Put AEO/SEO and search as a base, add Programmatic/CTV and creators with whitelisting, keep strict quality control of affiliates and measure increment, not clicks. This is how you build not just a stream of visits, but a steady brand demand - without risking reputation and players.