In recent years, online casino visitors have changed significantly: they react more quickly to trends, perceive information at a different pace, and interact with entertainment products in a distinct manner.
Mobile platforms, social media, and short formats have made user behaviour more dynamic. Thus, traditional approaches to traffic acquisition became less effective.
These modifications affect not only the ways of communicating with clients but also the entire marketing logic. To understand what drives conversions today, it is essential to consider how the attention and motivation of customers are evolving.
Industry experts Yaroslav Babich of the ZM team and Vladimir Bovtun, chief analytics officer, have compiled a prototype of modern gamblers and discussed the factors shaping new behaviour patterns.
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How the Player Profile Has Evolved
The iGaming industry is rapidly changing, and the audience is transforming along with it. Today, customer behaviour is significantly different from what it was 5 years ago.
According to Slotegrator, the average user profile was much simpler:
- Geography was focused on classic destinations — Europe, parts of North America, and some mature Asian markets.
- The age group was around 25–34 years.
- Content preferences were traditional: slots and live roulette confidently maintained leading positions.
- Mobile traffic was growing, but did not dominate yet.
- Welcome bonuses were much more effective than they are today.
The difference between Tier markets was also more obvious back then. Tier 1 offered a high LTV and average deposits. Tier 3 provided a significant customer base with a smaller check.
Now, the picture has changed. Tier 1 remains solvent, but the stability of ROI has decreased. This is due to severe competition, increasing traffic costs, and a more cautious attitude of gamblers toward the selection of a brand.
People check licences, read reviews, and are more likely to trust local platforms. The average check in Tier 1 remains higher, but the decision-making cycle has lengthened.
At the same time, interest in Tier 2 and Tier 3 has grown considerably. Over the past 2 years, these directions have become much more dynamic.
Markets in Latin America, Southeast Asia, India, and Africa offer a mobile and more loyal audience, while also having a lower acquisition cost. This makes them the first choice when scaling.
Vladimir Bovtun notes several major advances that have been gradual but are now evident.
The expert highlighted key trends for the past 5 years:
- The Tier 1 age category has grown. This is explained by the fact that in developed countries, the audience is more stable and perceives iGaming as part of their leisure time.
- Conversely, users in Tier 2 and Tier 3 are getting younger. Smartphones and easy access lower the entry barrier and attract new clients more quickly.
- The average deposit has grown by 10–20% across all markets. This is affected by inflation, revenue growth, and changing consumer habits.
- Tier 2 is showing the most rapid rise. Bets are becoming more frequent, and the overall solvency is higher.
- The age of entry into the industry has decreased. Platforms are attracting a younger, mobile audience that prefers dynamic entertainment.
- The share of quick decisions is growing. Crash formats are gaining popularity, whereas 5 years ago, the market was much more conservative and built around sports and classic slots. Now, the selection is much wider, and the demand is more diverse.
In general, the audience has become younger, more selective, active, and focused on immediate impressions. Users are more likely to make smaller deposits and choose short, rich formats that provide instant engagement.
Modern Online Casino Visitors: Who They Are
In 2025, these are normally clients aged 18–24: Generation Z. Their behaviour is quite different from older segments. They are more mobile, unaccustomed to long waits, and focused on quick results or emotional rewards.
Gen Z prefers platforms that make it easy to replenish the balance, withdraw winnings, and enjoy the process. Personal gadgets dominate and account for over 80% of transactions. This number continues to grow.
The expansion of the younger audience is directly related to social media and streaming portals.
To engage and retain new players, operators turn to:
- influencers;
- personalised solutions;
- gamification.
For example, in Australia, the information about gambling content is gaining popularity on Instagram and TikTok. In the UK, 21% of young casino visitors follow the news on entertainment brands and their activities through social media or streaming services. About 11% of these clients are female.
Advertising campaigns with the participation of influencers demonstrate a 30% lower customer acquisition cost compared to traditional digital channels.
Experts confirm these trends and add some nuances.
According to Yaroslav Babich of ZM Team:
Gen Z is characterised by a quick shift in focus. These are people who prefer short formats, instant emotions, and products that do not require waiting.
He notes that this behaviour reflects general Internet trends that should be considered when developing gambling solutions and promotion strategies.
Age Limit for Players
According to Yaroslav Babich, the decisive factor is not the year of birth, but the way clients think. Even users over 30 often behave like their descendants by choosing dynamic entertainment and wanting instant feedback.
In Tier 1, the age structure is almost unchanged. The majority of the audience is 28–35 years old, while among high rollers, there are gamblers over 50.
It may seem like there is a younger audience, but this is more likely the effect of a channel. Such kind of engagement is more visible in the public sphere and creates the perception of a growing customer base of a certain category.
Priority Areas in the Online Casino Niche
Game preferences also reflect new habits. According to Babich, the popularity of modern content is often determined by hype: what streamers show, discuss, and actively promote on social media reaches the top. Therefore, the market continues to invest heavily in crash and casual entertainment.
Even with a low LTV, it helps retain the user share. The average deposit has remained generally stable, with a persistent high-roller vacancy: Tier-1 markets still have clients who can deposit from €10,000 to €15,000 as their first bet.
Behaviour changes here are minimal, although analytics allow for testing different approaches and understanding how the audience responds to new releases without any extra costs.
What Motivates Customers
The reasons why gamblers come and stay on casino sites are becoming more complex. Encouragement is composed of several elements, each working in conjunction with the others.
Many operators are currently using a cohort bonus scheme, where the rewards for the first, second, and subsequent deposits are clear beforehand. People are gradually introduced to the benefits that await them and the conditions that lead to the VIP status with extended privileges.
The teams of arbitrageurs only have influence in their zones.
The main mechanisms that produce real results include:
- full synchronisation of the funnel with the offer;
- a well-thought-out push notification system.
It is also important that the content itself is designed to appeal to potential high rollers. Quick wins make a good first impression, but if people immediately withdraw their funds, it does not provide any tangible benefit to either the affiliate or the operator.
Settlement methods should be given special attention. They should be familiar and popular. Thus, in Canada, there are several in-demand payment options that users recognise instantly. This can speed up the decision to replenish an account.
However, if complex, unfamiliar services with multiple verification steps appear on the screen, gamblers simply close the form and leave.
Casino owners should understand that there is no single secret to working with traffic.
Only a combination of factors can bring success:
- a transparent bonus system;
- a quick initial response;
- convenient financial solutions;
- correct communication at all stages.
How Behavioural Analytics Helps Increase ROI
The increase in return on investment ratios is directly related to the high-quality processing of data about the actions of customers. Affiliates need to accurately understand the habits and demands of their audience.
To do this, it is important to rely on a comprehensive picture:
- monitor trends and dynamics of the content by regularly requesting information from advertisers;
- study user interaction with the product: the duration of sessions, popular positions, and activity in the VIP segment;
- evaluate decision-making speed, including the time to first account replenishment and re-deposit;
- check which factors increase or decrease engagement;
- build the most accurate “first touch” to expand the FTD flow.
Only this approach will make it possible to scale marketing campaigns and improve ROI.
Trends That Have Affected the Acquisition of Customers
Over the past few years, the dynamics of the iGaming landscape have noticeably accelerated. Formats are being updated more frequently than before, and traffic-based approaches remain effective for months, not years.
These modifications have influenced both user behaviour and acquisition methods — from the choice of channels to funnel construction.
Content Preferences
The rapid popularisation of casual mechanics has had the greatest impact on changes in the wishes of players.
According to Yaroslav Babich, it was precisely these decisions that set the pace for the market and effectively reshaped it:
In 2 years, the casual format has literally captured the niche. The first wave was the growth of Plinko, but back then, it was not dominant yet. “Sweeter” design options like Bonanza and classic slots such as Book of Ra and Olympus stayed on top.
According to the expert, a year ago, approaches were less systematic, and the audience was more diverse. People were not switching between brands this actively: the trend for monthly product updates was only just gaining momentum. Meanwhile, priorities in games and formats were changing gradually.
This dynamic helped retain clients within entertainment platforms, but at the same time, it disrupted the stability of marketing strategies. Players responded more strongly to hype and trends, but they quickly lost interest.
As a result, the purchase of traffic began to work within the same user base with similar acquisition approaches. The flow evened out so much that by 2025, the differences had almost disappeared.
The audience became more homogeneous: many releases are designed for a single type of clients, and the gap between local markets has significantly narrowed.
What Has Changed in Terms of Control and Technology
The transformations that have increased pressure on the industry include tighter regulation. Vladimir Bovtun explains that requirements have become stricter in virtually all key GEOs.
The most common reforms include:
- new moderation rules;
- expanded package of documents for certification and licensing;
- additional requests from advertising platforms.
Many companies could not withstand the additional burden, and only those that were able to adapt remained in the niche. Meanwhile, their operating and legal costs increased, and margins fell. This has led to a decline in ROI and more severe competition.
Among other factors of influence, the expert highlights the following:
- Limits on the data collection. Privacy policies, new requirements for cookies, and consent systems have made analytics significantly complicated. Building models and individualised funnels now demands a much more careful approach, and the quality of available information has declined.
- Rise of opinion leaders. Influencer marketing has transformed from a secondary tool into a full-fledged source of traffic. Users are gladly following recommendations from media personalities, especially native ones, so companies are seeking long-term contracts with successful bloggers.
- Changing expectations of the audience. The segment is moving toward acceleration: shorter sessions, engaging dynamics, and simple mechanics. Accordingly, crash solutions and instant scenarios are becoming more popular — customers want quick results, not lengthy or complex processes.
- Expansion of the content offer. While the industry was previously divided between slots and sports, the current range of formats is now much broader: from live streaming to hybrid products with the elements of social engagement.
New Realities of Audience Engagement
Due to the tightening of the advertising environment, iGaming operators and affiliate marketing teams are forced to change their approach to traffic management. The acquisition cost is increasing, and traditional schemes are failing to produce long-lasting results.
One of the defining moments known as the “Great Andromeda” was the change in Facebook algorithms. After that, promotion services began to work differently, and this immediately influenced creatives which passed moderation and combinations capable of succeeding.
Yaroslav Babich believes that the major shift today is that the traditional approach of using spy services has effectively lost its effectiveness. The gambling niche is being forced to refocus on truly unique solutions: creatives and concepts that cannot simply be replicated or adapted according to the template.
The expert notes that this has made the operation of platforms both more challenging and interesting. On the one hand, professional teams now have the chance to stand out due to their originality. On the other hand, any attempt to “copy and finalise” has ceased to give results.
Only those who can create content from scratch, work carefully, and take into account the new rules and restrictions of advertising platforms may run a prosperous business.
Which Creatives Work in iGaming Today
According to specialists, the ability to make advertising materials that are not fraying within a couple of days, do not conflict with the platforms' internal filters, and still attract the sincere interest of the audience is now valued more highly.
The rapid development of artificial intelligence tools has served as a powerful impulse for change. With the advent of deepfake services, the production of visuals has accelerated. Synthesised images and videos are now appearing everywhere.
Against this background, creatives that rely not on showiness but on clear and stable formats perform best.
According to Babich, the most reliable are:
- news inserts that fit perfectly into the feed;
- reactions without the involvement of celebrities, delivered as naturally as possible;
- short and simple gameplay demo.
At the same time, visuals have also changed significantly. Their presentation is becoming lighter and more casual, regardless of the casino solution.
While the emphasis used to be put on quick and big wins, today's customers respond differently to motivation. The value for them lies in the process of playing, not in the illusion of instant results.
The goal of creatives is to restore the feeling of enjoyable entertainment instead of the promises of easy money.
Competition as a Separate Challenge
Gambling products have become disproportionately more numerous than just a few years ago, and maintaining the attention of clients has become much more difficult.
People are constantly roving between brands, so it is important for operators to regain casino visitors using tools such as:
- retargeting;
- remarketing;
- personalised approach;
- strengthening of interest through creative presentation.
Teams working with social traffic cannot deal with retention in full, but they must consider this dynamic when making creatives. The future effectiveness of campaigns depends on how accurately the visuals and presentation correspond to the market situation.
Effective Triggers and Available Channels
The industry has gradually abandoned straightforward promotional elements. Promises of instant and huge wins, specific amounts of deposits, or overly aggressive appeals no longer have the desired response. Customers are tired of such messages, and marketing platforms perceive them less as well.
At the same time, the role of channels has also changed. Despite the growth of competition, the following research sources still produce the best return:
- PPC;
- SEO;
- ASO.
Yaroslav Babich notes that they traditionally bring back a familiar audience — those people who arrived through social media, studied the product, and later searched for it themselves. These users are more motivated than others, meaning they deposit more often and generate a higher LTV.
Social media platforms (Facebook, YouTube, and TikTok) remain important points of first contact, but the previously mentioned portals deliver reliable conversions. They close the final steps of the funnel and bring back gamblers who previously showed interest.
This creates a new channel mix: social networks continue to provide initial interaction, while search engines attract the most engaged clients, turning them into a stable traffic flow.
How Local Specifics Form Successful Funnels
According to Yaroslav Babich, universal models no longer exist — only constant testing can bring good results. The reason is simple: players react differently depending on the country.
In some places, the market is small and well-established, while in others, recognisable combinations of solutions and game preferences have already been established.
Therefore, any funnel must be adapted to local specifics, taking into account:
- language;
- present-day context;
- cultural characteristics;
- issues that concern the audience at a particular moment.
The best results are achieved by options that can be seamlessly integrated into the gamblers’ everyday environment. In some places, these are popular mechanics, in others, exciting news or events, and sometimes a local “delicate subject” that turns an entertainment product into a distraction.
This approach makes the funnel natural and understandable for users.
The expert notes that such work is especially important for Tier-1, as competition in these regions is higher and the audience is more demanding.
New Approaches to Campaign Testing and Optimisation
Today, checking and setting up advertising campaigns in the iGaming industry looks very different from what it was a few years ago. The market has become more competitive, verification costs have increased significantly, and traditional tools like spy services no longer have the same effect.
According to Yaroslav Babich, the main trend is focus on ROAS — the actual return on investment in advertising. Despite the difficulties with the implementation of this model, it opens up enormous potential for the niche.
Vladimir Bovtun adds that the approach to testing linkages has become comprehensive. Today, it is not just a single banner or channel that is evaluated, but the entire user journey: from the first click to activity within the product.
The iGaming analyst highlights key points that are taken into account when talking about the checking procedure:
- Long-term metrics instead of instant indicators. The focus is shifting from quick results like the first deposit to sustainable parameters such as retention, LTV, and the quality of traffic.
- Cost control and reallocation of the budget. There is a clear scaling strategy, which ensures all actions are calculated and verified in advance.
- Automation and machine learning for traffic distribution and content adaptation in real-time. This speeds up and improves accuracy, helping to quickly and with minimal expenses identify effective combinations and optimise campaigns.
- Long-term testing. Instead of assessing immediate response, audience behaviour dynamics over several days or weeks are now evaluated. This approach allows operators to create more stable, predictable campaigns based on actual data rather than assumptions.
How to Adapt Content: the Key to Success in Different GEOs
The effectiveness of iGaming campaigns depends heavily on how clear and relevant the entertainment product is to players in specific regions. Unsuccessfully configured content may fail to generate the desired response, regardless of the quality of the campaign itself.
Yaroslav Babich emphasises that literate adaptation plays a crucial role:
In some GEOs, localisation is crucial to success. For example, in bilingual Canada or in Spanish and Portuguese markets, speaking to the audience in the right language is extremely important.
In more specific regions, such as Korea, machine translation distorts the meaning and fails to communicate context. Relying only on English-language creatives in such circumstances rarely brings results.
Vladimir Bovtun agrees with his colleague. He is confident that linguistic adaptation of gambling solutions is crucial. It is also necessary to consider intonation, slang, and speech patterns: these elements directly impact trust, brand perception, and audience reaction. The more natural and accurate the language, the easier it is to establish contact.
Cultural fit is equally important. Local holidays, popular sporting events, colour schemes, and visual symbols — everything should be close to players.
This is where a proper customisation of creatives comes to the aid: it is not just translation, but the reinterpretation of the entire concept, from design to text.
The same message can be perceived differently in various countries, and proper localisation allows operators to preserve its precise meaning and evoke the desired response.
Thanks to such careful preparation, campaigns become more personalised, and the audience perceives iGaming brands as familiar and understandable.
The Main Things about Changing Approaches to Casino Marketing
Modern bettors are very different from the previous generation of customers. Understanding these modifications helps entrepreneurs more accurately tailor advertising campaigns and increase return on investment.
Key factors that affect the engagement strategy:
- Mobility and reaction speed. Most players actively use smartphones and prefer short formats, as well as instant decisions.
- Age and mindset are more important than year of birth. Even adult clients focus on dynamic entertainment and instant response.
- Cultural and linguistic adaptation is critical. Localisation of creatives, appropriate language, intonation, and cultural elements directly impact trust and engagement.
- A combination of factors improves results. Transparent bonuses, quick initial response, convenient payment methods, and accurate communication are only effective in combination.
- ROAS and comprehensive analytics. The estimation of advertising ROI based on the entire user journey, long-term metrics, and automation allow casino owners to optimise campaigns and scale their business projects.
- Adaptation to local GEOs. There are no longer any universal models — only flexible customisation for specific regions ensures stable traffic and conversions.
- Content and creatives. Simple, clear, and personalised formats that can be seamlessly integrated into the client environment work best.
These trends are shaping a modern approach to audience engagement and retention, where success depends on a comprehensive strategy and an accurate understanding of the behaviour of players.
If you want to launch and promote an iGaming platform, please contact Casino Market specialists. We will help you implement an online project, integrate popular software, adapt creatives for local markets, and select effective promotion tools.
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