How to promote online casinos in Tier 2 GEOs

Geo-targeting is one of the key aspects in affiliate marketing. The success of your ad campaign and, consequently, your profit, largely depend on the region you choose. Interestingly, many webmasters focus on Tier 2 countries — a general category for nations with transitional economies, moderate income levels, and emerging markets. Tier 2 is a mixed bag, covering a wide variety of countries across different continents.

Before working with these regions, it’s important to consider several factors: the standard of living, technological development, local laws (cloaking can be used to bypass restrictions), language, cultural nuances, political climate, and more. In this article 888STARZ Partners team will discuss how to generate traffic to casino offers in Tier 2 countries and what you should keep in mind while promoting ad campaigns in these GEOs.

What is Tier 2 — a brief overview and country list

Regardless of the niche, as for today we’re focusing on Gambling and Betting, success is heavily dependent on your selected GEO. Tier 2 is a great choice to consider: it represents the second-most financially capable zone, covering CIS countries, sections of the European Union, the LatAm area, and the more developed nations of Asia and the Middle East. For a better view, here is an updated list of Tier 2 countries by continent:

Continent	Tier 2 Countries
Europe	Poland, Romania, Moldova, Hungary, Czech Republic, Greece, Croatia, Albania, Andorra, Slovakia, Bulgaria, Latvia, Lithuania, Estonia, Portugal, North Macedonia, Malta, Serbia, Montenegro, Bosnia and Herzegovina
Asia	China, South Korea, Japan, Sri Lanka, Philippines, Thailand, Vietnam, Malaysia, Indonesia, Hong Kong, Singapore, Cyprus, Turkey, UAE, Kazakhstan, Azerbaijan
Africa	South Africa, Morocco, Egypt
North America	Mexico, Dominican Republic
South America	Argentina, Brazil, Chile, Colombia, Peru, Uruguay

Working with Tier 2 GEO will be perfect for intermediate webmasters who already have experience in generating traffic to online casinos but are not yet prepared to face the intense competition and significant investments required for Tier 1 markets.

Key features of Tier 2 GEOs for Gambling

Tier 2 countries cover a wide geographic range across multiple continents, providing numerous opportunities for promoting online casino ad campaigns. When dealing with this GEO, consider the following major features:

Market and advertising

These markets are not oversaturated with complex ad campaigns or highly polished creatives, making it easier to capture the attention of potential players.

Global reach

Tier 2 offers significant traffic volumes, however the variances across nations might be significant. So before launching ad campaigns it is important to research the peculiarities of each GEO.

Moderate competition

Competition levels are moderate, providing a comfortable entry point. While it requires fewer resources than Tier 1, the Gambling vertical still demands a higher investment threshold from affiliates.

Linguistic and cultural diversity

The geographic and cultural diversity of Tier 2 countries involves adapting ad materials to specific markets, but in the meantime also opens up a wide range of targeting options.

Accessibility of payment methods

Payment options, including cryptocurrencies, are widely available in Tier 2 countries, which simplifies the payment procedure for users. However, it’s essential to determine which payment systems local casino operators accept and what methods are preferred by the target audience.

Affordable CPC and CPM rates

Cost per click (CPC) and cost per mile (CPM) rates are reasonable, allowing to test campaigns, evaluate creatives, and expand traffic without overspending.

Lower advertising costs

Unlike Tier 1 markets, starting here doesn’t require a huge upfront investment. However, spending for sectors such as Gambling and Betting should be reduced progressively.

Average payouts on offers

Gambling offer payouts are generally at a mid-level, and the competition isn’t overwhelming. The above factors provide a favorable environment for stable income.

High purchasing power

Users are eager to spend on well-known brands, but they approach lesser-known ones with caution. Therefore, success here requires bright and well-thought-out ad campaigns. Also a pleasant bonus is that the residents of this zone are not too demanding of advertising materials, so it is easier to interest them.

Loyal attitude to Gambling

In most cases, there are few legal restrictions on promoting Gambling offers. However, it’s recommended to do research on the specific regulations of each country before promoting ads.

Technological development

A key advantage of Tier 2 GEO is their technological growth. Most regions have no significant issues with payment methods, though some areas are still in the early stages of adopting online payment systems.

How to generate traffic in Tier 2 GEOs — strategies and tips

Now that we’ve covered the specifics of dealing with Tier 2 GEOs, let’s look at some major traffic-generating recommendations.

#1: Local languages and attributes

First and foremost, focus on selecting the appropriate language for your own creatives. Don’t assume that English fluency gives you a significant advantage while promoting online casinos. Take into account the fact that many Tier 2 countries have not only one, but multiple official languages.

Avoid relying on online translation tools like Google or DeepL for creating ads, as the locals can easily spot poorly translated content, which undermines trust and makes it harder to engage your target audience. The best approach is to hire an experienced freelance translator or even a native speaker.

Incorporating visual elements and an adapted communication style will also significantly increase trust and engagement of the audience. One of the simplest yet most effective localization techniques is adding national attributes. For example, using country flags, local currencies, and cultural symbols in your creatives makes them more relatable and understandable for your Tier 2 GEO target audience.

#2: Mindset and trends

To stay one step ahead of others and create highly competitive offers, it’s not enough to simply communicate with your audience in their language. Here you also need to stay on top of trends and understand the local cultural environment.

There are plenty of examples where a lack of understanding of a GEO’s mentality led to failed ad campaigns, significantly impacting webmasters’ profit. This is especially true for Asian GEOs, where societal values and corporate culture differ greatly from those in Europe.

It’s worth mentioning that even citizens of wealthy nations have different perspectives. For example, in Tier 2 regions, online casinos and slots are no longer viewed as a vice, but rather as a casual way to spend the time on an entertainment site or have some fun with a hint of thrill. As a result, obtaining a minimal deposit in certain locations is often easier.

In terms of trends, a popular slot or a fashionable cryptocurrency casino with a unique offer targeted to a certain GEO can earn large profits for webmasters in a short period of time. When choosing an offer, be prepared to perform a mini-research on the GEO and check with your affiliate program’s support team.

#3: Traffic sources

When it comes to traffic sources, there isn’t much of a difference across GEOs. In Tier 2, webmasters commonly rely on popular social networks and conditionally free traffic. Low-cost push traffic is widely used as well, alongside ASO and SEO strategies.

The choice of traffic source can sometimes be limited by the affiliate program or advertiser, so it’s crucial to consider their requirements when selecting an offer. In some cases, only premium traffic is allowed, while others permit traffic from push notifications and pop-unders.

It’s important to note that each GEO has its own preferred platforms and websites frequently visited by the target audience. A prime example is Baidu, China’s local search engine, which serves as an alternative to Google.

Ultimately, a creative approach and persistence are what enable webmasters to discover untapped sources and profit in areas that others overlook. Even in GEOs where online shopping is still in its early stages, amateur webmasters can earn a good income.

#4: Content marketing

High-quality content forms the basis for further casino promotion. Creating step-by-step guides that explain how local casinos operate, highlight the benefits of playing on international platforms, and provide tips for choosing reliable gambling sites can significantly increase trust and authority.

Using AI tools can assist develop high-quality and informative content. Regularly updating your blog with newest trends, including bonuses, new items and popular games, can attract your target audience and improve your online casino site’s search engine ranking.

Keyword planning is also an equally important approach to rank higher in the SERPs. GEO-specific keywords are important since terms like “best casinos in Sri Lanka”, “no deposit bonuses for Mexican players”, or “top slots for Brazilian reals” clearly target what customers in those locations are looking for.

Tools such as Google Ads, Rank Tracker, and Serpstat can assist in identifying valuable keywords. Focusing on long-tail keywords with particular queries, such as “how to claim no deposit bonuses in Colombia”, can further narrow down irrelevant audiences.

#5: Optimization of the landing page

Your landing pages must be designed to generate traffic effectively from search engines. Highlight key benefits such as the freedom from gambling restrictions (if applicable), welcome bonuses, and a diverse selection of slots. To encourage quick user registration, use simple and appealing calls-to-action (CTAs) like “Sign up now to get a 200% bonus” or “Receive 100 free spins for creating an account”.

On top of that, you should be 100% sure that your pages look good and load quickly. They must be mobile-friendly, as a substantial portion of casino traffic is generated by smartphone and tablet users.

#6: Link building and retargeting

Establishing authority through backlinks can be a game-changer. Focus on acquiring links from reputable sources within the Gambling industry, such as forums, review sites, and international iGaming editions. A mention in a review on a well-known casino comparison platform can drive significant traffic and increase SEO rankings. Additionally, consider guest posting on websites that appeal to local players interested in offshore gambling, since these platforms provide both trust and valuable backlinks.

Another thing to remember is that not all visitors will convert on their initial visit — that’s where retargeting comes into play. By using retargeting strategies, you can display ads to users who visited your casino site but didn’t register or make their first deposit. These ads should remind users of the benefits they missed, such as limited-time bonuses, exclusive slot games, or crash games, motivating them to come back and take advantage of the offers for sure.

#7: Working with social media

Social media platforms like TikTok, Instagram, and Facebook are all great places for casino promotion. According to Statista research, their total audience exceeds 5.52 billion, with a sizable proportion coming from Tier 2 nations.

Partnering with influencers in the gaming and casino niche can be a powerful way to promote both local and international casinos. Bloggers may create engaging content that showcases the benefits of your site. For example, publish a video review or record a live stream comparing the bonus structure, game variety and user experience of playing at your casino.

Special attention should be given to Facebook ads. Despite restrictions in some GEOs, it remains an effective tool for reaching your audience. With precise targeting options, you can focus on local players interested in online gambling. Facebook Ads allow for demographic and interest-based targeting, enabling you to engage players most likely to convert while optimizing your marketing efforts.

What creatives for online casinos convert in Tier 2 markets?

When working with the Tier 2 market, it is quite possible to use the usual approaches for online Gambling and Betting. For instance, traditional offers with eye-catching designs, profitable deals, or the possibility of receiving a product / service completely free of charge tend to convert gradually. Also in this region we can see fast and stable internet, so video creatives will perform good as well. Such formats are highly engaging for the target audience, so you may try advertising the following categories of video content:

• Result-oriented videos.
  Demonstrate changes or victories over challenges. Videos featuring real-life success stories told firsthand do extremely well.
• Fact-based videos with native product advertising.
  This format is perfect for driving traffic through TikTok, Shorts, and Reels.
• Slide shows.
  A nice alternative for those who don’t want to spend time editing videos. Choose a high-quality voiceover and appropriate visuals. 

It is not worth adding dynamic elements that will lead directly to the landing, as this often frustrates Tier 2 residents. Instead of adding countdown timers about the end of the action, it’s better to use informative pre-landing pages. 

By the way, when making casino creatives for more advanced Tier 2 countries, it’s important to keep in mind that Gambling here is often seen as entertainment rather than a way to earn money. Therefore, relevant traffic to iGaming niche offers should be attracted by slightly different triggers. In other words, advertisements featuring suddenly rich housewives or lucky people who have won jackpots in casinos or online lotteries would not receive the same attention as for residents of Tier 3 nations.

The Tier 2 population is quite educated, so these users won’t buy products or services they don’t need. In order to help players make purchasing decisions, the pre-landing page should include the following:

1. A detailed description of the offer;
2. Results from use and successful cases;
3. Licenses and other documents confirming the site’s legality;
4. Additional conditions: bonuses, promotions, free spins;
5. Reviews from real users (with their photos).

In this region, legal regulations are simpler, there are far fewer blocks, and due to the lower payout levels, competition among webmasters is relatively low. Finally, here are examples of creatives that will convert in Tier 2 countries:

To promote in these GEOs, high-quality creatives and maximum effort are essential, especially if you’re dealing with an unknown product or service. Whenever possible, it’s better to promote well-known brands. If that’s not an option, stick to the previously mentioned recommendations.

Before launching an ad campaign, make sure to test various creatives adapted to the specific GEO to determine their relevance for the niche and avoid wasting your entire budget at once. Of course there are many factors to consider, but nobody said it would be easy: affiliate marketing is all about a continuous process of analysis, testing, bugs, bans, and finding the perfect combinations.

We hope this information was useful and added another important piece to the massive puzzle in your mind. It is advisable to study the peculiarities of each country before targeting it, because without analyzing the chosen GEO, it’s unlikely you’ll make relevant creatives that perform well and drive conversions.

Conclusion

Tier 2 GEO represents a unique segment for webmasters, combining relatively developed economies with a solvent audience. At the same time, competition here is lower compared to Tier 1 markets. It’s crucial to understand which gambling offers work best in specific countries to achieve positive results, cooperate with top partners and advertisers, and continuously gain experience.

Tier 2 is the most diverse in terms of countries, making support from an affiliate network invaluable. If you’re just starting with these GEOs, we recommend joining 888STARZ Partners. We work with over 100 countries worldwide, including Tier 2 regions such as Brazil, Mexico, Argentina, Sri Lanka, and Southeast Asian countries. For this Tier we offer a 35% RS + $80 CPA deal. Contact your personal manager right now and start generating traffic to the most profitable GEOs with us!