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Gambling and cryptocurrency – a logical and trendy combination. The regulatory nuances and constraints in both of these industries have compelled players in this market to be inventive in their promotion, actively experimenting with traffic acquisition channels.
Whether you’re taking your first steps into the realm of crypto-casinos business or you’re already an experienced player in the market, this article will be equally beneficial. We are dissecting this matter using the example of the largest crypto-casino, bc.game.
So, let’s first enumerate the traffic sources for such projects that are apparent:
- Affiliate marketing, also known as arbitrage
- SEO promotion
- Social media and influence marketing
- Referral sources
Now, let’s delve into more detail. When we talk about affiliate marketing, various methods and tools may come to mind, including SEO. However, let’s distinguish between Paid Traffic Arbitrage and SEO.
Paid Traffic Arbitrage
This popular tool is surrounded by numerous myths. Essentially, arbitrage involves directing traffic through external channels with payment based on actions (CPA) or through RevShare (revenue share). In the crypto-casino industry, the RevShare model is most commonly used. It is a payment model for online advertising where the advertiser receives a percentage of the revenue generated from working with the acquired customer throughout the entire collaboration. Where to source traffic, whether from teaser networks, using advertisements through trusted Google Ads or Meta Ads accounts, or through SEO via partner sites, is entirely in the hands of webmasters. This is the beauty of affiliate marketing, as payouts are based on results.
*It’s worth noting that the highest value for a casino comes from players who come willingly, already wanting to play and actively seeking it, rather than those who come on impulse. Therefore, traffic generated from teaser networks or banners is considered low-quality.
International SEO for crypto-casinos
Now, let’s take a look at the traffic sources for bc.game. As we can see, organic traffic accounts for more than 20% (>3M). SEO is a reliable tool, akin to Swiss watches, but it doesn’t yield quick results. When it comes to SEO for crypto casinos, you need more than just experience in crypto, betting, or offline casinos.
It all starts with geography. Undoubtedly, the USA, UK, and Canada are gambling havens, but they are also highly competitive markets characterized by strict regulation and requiring substantial budgets. If your casino is new, it is advisable to exercise extreme caution with these regions and consider initially targeting other countries. Each geographical region requires localization tailored to the local target audience, encompassing language and cultural nuances, as well as accounting for the search preferences of your target audience through appropriate translation and localization of your website. For example, in Eastern Europe, it’s crucial to consider the Yandex search engine.
A robust backlink profile on a localized site, geared towards a specific geographic region, signals to search engines that your casino is an authoritative resource in that area. Geography also influences link-building strategy, making it more challenging due to the focus on an adult audience and society’s negative perception of the gambling industry overall. In some projects, it may be necessary to consider the use of a Private Blog Network (PBN) – a network of controlled resources for link-building. However, when using 301 redirects, extreme caution is advised, and if implemented, it is best entrusted to experienced professionals.
Social media & Influence marketing
Undoubtedly, social media and influencers go hand in hand. Predictably, the leading sources of traffic for bc.game are YouTube and Twitter.
The primary content includes game reviews, live streams, casino overviews, reviews, giveaways, successful wins, and tricks. Singular placements are undoubtedly less effective, which is why bc.game engages in long-term contracts with bloggers, leveraging a larger number of micro-bloggers and a smaller number of prominent ones.
A particular emphasis should be placed on the format of game streams in crypto-casinos, a topic we discussed not too long ago. Despite the complications introduced by casino streamer bans on platforms like Twitch, influencers are finding alternative avenues, such as kick.com.
As we previously mentioned, the kick.com platform was created by the founders of the crypto-casino stake.com following the blocking of gambling streams on Twitch. Currently, a significant portion of streams on kick.com revolves around slots and gambling games. The popularity of this streaming platform is on the rise.
Referral Sources
35% of all traffic to bc.game comes from referral sources, amounting to approximately 1.8 million users per month. The top 3 referral sources are faucets, which constitute almost 70% of the referral traffic, equivalent to around 1.2 million users. It is worth noting that these faucets are popular not only for bc.game but also for several other major crypto casinos.
The vie-faucet dashboard with one of the many banners on bc.game through bitmedia
It’s a highly understandable solution in the crypto-casinos industry, one that small crypto-casinos don’t often utilize. The uniqueness lies in the fact that faucets provide their users with “easy money” – cryptocurrency for completing various small tasks, whether it’s downloading apps/games, solving captchas, or anything else. The target audience of faucets aligns perfectly with crypto-casinos. It’s probably challenging to come up with a more relevant referral source, isn’t it?
