The iGaming market continues to grow despite increasing regulation and rising competition. In times of change, adapting your strategy is more crucial than ever — from selecting the right regions for traffic acquisition to adopting modern player retention techniques and accounting for local market specifics.
This article highlights the key trends and promising regions for affiliates working with casino and betting products in 2025. The insights are based on analytics and the expertise of Already Media and its partners: Alpha Affiliates, Mostbet Partners, Melbet, Growe Partners, and Performance Lab.
Key iGaming Trends in 2025
- Mobile-First Approach and the Growth of Mobile Traffic
Mobile devices continue to dominate iGaming. According to Exploding Topics, as of early 2025, over 60% of all internet traffic comes from mobile, highlighting the importance of optimizing mobile UX to attract and retain users.
For affiliates, this means adapting creatives, landing pages, and funnels for mobile scenarios — simplified navigation, fast load times, a focus on visual formats, and vertical videos. The gap between mobile and desktop traffic keeps widening and remains steady across key markets. - AI, Analytics, and Personalization
Artificial intelligence is enhancing user behavior prediction, increasing LTV, and reducing churn. Personalized offers are becoming standard — both in ad creatives and player communications. - Traffic Growth During Sports Events
Sports betting remains dominant, especially during major sporting events. The expansion of regulated markets and the rise of AI-powered in-play betting have significantly boosted user engagement. SEO for betting products is now a critical channel for organic traffic. - Social Media as a Core Acquisition Channel
TikTok, Instagram, and X (Twitter) are becoming primary platforms for promoting betting and casino offers. Targeted ads, influencer collaborations, and native offers help attract and retain players. Creative and community-driven formats achieve better reach and engagement. - Live Dealers and New Interactive Formats
Live casino continues to lead the way. In 2025, fast-paced games with elements of streaming, gamification, and AR/VR are gaining traction. Affiliates that incorporate interactivity into their content see higher engagement and CTR.
Promising Regions for Affiliates in 2025
Insights from Partners and Already Media
“Our GEO selection strategy is always data-driven — based on player behavior, regulatory stages, and the ability to occupy a niche quickly. From experience, this combination of factors has helped us succeed in key markets. In Brazil, we entered six months before the 2022 World Cup — predicting a spike in betting interest and launching an SEO + PPC combo. It allowed us to test offers quickly, gain positions, and withstand the overheated market during the tournament. In India, our focus was mobile traffic, live betting, and IPL as the peak engagement period. Both cases confirmed the importance of timing and localization.
In Q1 2025, Asia became the main growth driver: 29M in traffic — a 249% increase compared to late 2024. Our top GEOs: India, Bangladesh, Pakistan. LATAM is still growing, with high engagement around sports events. GEOs worth noting: Brazil, Chile, Colombia. Africa is a mobile-first region with improving internet access and low competition. Tier-1 requires more effort but remains a stable source of high-quality players. We don’t chase universal solutions — we adapt, test, and scale what works.” — Already Media
“Canada, Australia, and Germany are key regions showing steady growth and strong potential. In Canada, we see a 45% reg-to-dep and 18% click-to-dep rate. Australia delivers 35% and 15%, respectively, with solid localization. Germany is the top performer: over 50% reg-to-dep, 24% click-to-dep, and an average deposit of €300+. These markets provide a strong base for scaling and sustainable growth in 2025.” — Alpha Affiliates
“Our top GEOs continue to be Azerbaijan, Kazakhstan, and Uzbekistan, with excellent conversion rates. Our top partners also see growth in Poland and the Czech Republic — both remain promising markets.” — Mostbet Partners
“Morocco is a promising GEO, but not for quick wins. The market is growing, average deposits are higher than in many other regions, and the audience is willing to play. But don’t expect instant profit — it takes effort to find working funnels.” — Melbet
“Definitely Argentina and Chile. Both markets have high potential — not just theoretically, but in practice. Chile is a stable and predictable market, still open to both brands and affiliates. Argentina is developing fast and starting to open up real opportunities for profit.” — Growe Partners
Conclusions
Mobile traffic, AI, and community engagement are the keys to retention and growth in 2025. Sports events provide short-term engagement spikes but require agility and speed from teams.
Social media is evolving into a full-funnel experience — from first contact to retention.
Regulated markets are tightening, and enforcement remains inconsistent across countries.
Affiliates must choose: go with “white” brands offering lower margins or work with unregulated operators — higher profit, but with legal risks. In 2025, the iGaming space belongs to agile, tech-savvy teams who adapt fast. Already Media will continue sharing market insights and supporting partners in discovering new growth points — with a focus on sustainability, creativity, and quality.
