PIN-UP Partners: Traffic Source Trends in 2025 

Last week, we explored the data-driven approach to creative development at PIN-UP Partners, exploring how strategic brand positioning and cultural adaptation are reshaping performance marketing in the evolving iGaming space.

But even the most converting creative means little without the right traffic foundation beneath it. The intersection of traffic acquisition and regulatory compliance has become increasingly complex, particularly for gambling affiliates operating across diverse global markets.

To understand how successful operators are adapting their traffic strategies, we continue our conversation with Margarita Ershova, Affiliate Team Lead at PIN-UP Partners. Her perspective reveals not just what's working now, but how forward-thinking affiliates are positioning themselves for success in an increasingly regulated and competitive environment…

Q. Which traffic sources are proving most effective for gambling affiliate marketing in 2025, especially considering the advertising restrictions on major platforms like Facebook and Google for casino content?

A. For example, push traffic remains one of the leading sources by volume in Tier-2 and Tier-3 markets. In the CIS region, bundles with Telegram still perform well — it's one of the few channels where you can build trusted communication and foster a loyal audience.

Short video formats like TikTok and YouTube Shorts show high engagement in several regions. We’re actively testing approaches that align with platform advertising policies and local regulations.

Q. How do traffic source preferences vary between your casino and betting verticals, and what sources are driving the most valuable long-term players versus quick depositors?

A. ASO, SEO, and contextual advertising remain the top sources for high-quality traffic — they consistently bring in engaged users with strong LTV.

At the same time, channels like Facebook, in-app advertising, and push notifications can generate significant volumes, especially in casino verticals. However, to work with them effectively and scale results, a solid retention strategy is essential.

In betting, the warm-up funnel is typically longer, and the engagement format plays a key role.
The most valuable players don’t come for a bonus or a one-time offer — they come through content. When users are initially engaged, informed, and see the value upfront, they’re more likely to convert and stay.

Q With geo-targeting being crucial for gambling compliance, how are you optimising traffic sources for specific markets like India's unique regulatory environment versus more established markets in the Americas?

A. Much of the work begins before the GEO is even launched — this is a fundamental approach, without which it’s impossible to operate effectively in today’s environment.

Within the team, we gather comprehensive information in advance: current regulations, legal specifics, payment and advertising restrictions, and insights into which approaches actually work in the region.

Without this level of preparation and adaptation — whether it’s for local regulations, user behaviour, or payment infrastructure — the budget is simply wasted.

This is especially critical in markets like India, where the landscape is volatile and success depends heavily on fine-tuning and deep understanding of the local context.

Q. What emerging traffic sources or platforms are you testing for gambling affiliate marketing, and how do you evaluate new channels given the strict compliance requirements of the industry?

A. We’re open to actively testing any authorised traffic sources — as long as there’s mutual trust and a willingness to share expertise with our partners. Our transparent KPI system enables us to quickly evaluate traffic quality, provide feedback, and scale volumes efficiently.

Margarita's insights paint a clear picture of an industry in transition, where regulatory pressures have made strategic diversification essential. The affiliates who master this balance between spreading risk across multiple compliant channels while maintaining performance will find themselves well-positioned to capitalise on the significant opportunities that remain in global gambling markets, while those who resist adaptation may find their traffic sources—and their businesses—increasingly constrained.

All traffic acquisition strategies mentioned are implemented in full compliance with applicable local regulations, advertising platform policies, and responsible marketing standards. No promotional activities are conducted in jurisdictions where online gambling is prohibited.