How to promote online casinos in Tier 3 countries?
The population in Tier 1 and Tier 2 GEOs has a high average income, which is why traffic from these countries is accepted at higher rates, attracting most webmasters to target these regions. However, for the same reason, competition in these GEOs is significantly higher, making it challenging for both beginners and even experienced mediabuyers to successfully drive traffic.
At the same time, Tier 3 regions have recently been gaining traction in the affiliate marketing community, as their lower purchasing power is offset by high traffic volumes and minimal competition. In the latest article on the 888STARZ Partners blog, we will explore the specifics of generating traffic for Gambling offers in Tier 3 countries, key aspects to consider when launching ad campaigns, and give tips on making high-converting creatives.
What is Tier 3: regional characteristics and GEO list
Tier 3 countries are those where the population has low purchasing power due to relatively modest wages. While Tier 3 is often associated with African regions, countries from this category can be found on almost every continent.
Because of lower income levels, lead costs in these regions tend to be lower than in Tier 1 and Tier 2 GEOs. However, this drawback is more than offset by the vast traffic potential — audiences in Tier 3 countries are less saturated with offers and generally more receptive to advertising. To give you a clearer picture of these markets, we’ve compiled an up-to-date table of Tier 3 countries:
| Continent | Tier 3 countries |
| Europe | Moldova, Albania, Bosnia and Herzegovina, North Macedonia, Kosovo |
| Asia | India, Pakistan, Bangladesh, Nepal, Myanmar, Laos, Cambodia, Mongolia, Uzbekistan, Tajikistan, Kyrgyzstan, Turkmenistan, Afghanistan, Yemen, Syria |
| Africa | Nigeria, Kenya, Ghana, Tanzania, Senegal, Ethiopia, Angola, DR Congo, Sudan, Cameroon, Chad, Zambia, Zimbabwe, Benin, Mozambique, Mali, Burkina Faso, Rwanda, Uganda, CAR, Guinea, Somalia, South Sudan, Niger |
| North America | Guatemala, Honduras, El Salvador, Nicaragua, Haití |
| South America | Bolivia, Venezuela, Paraguay |
Driving traffic from Tier 3 GEOs is suitable for beginners who want to gain experience in affiliate marketing while not investing a lot of budget and avoiding high competition.
Key features of Tier 3 countries for Gambling promotion
Promoting Gambling in Tier 3 markets is quite different from running traffic in wealthier regions. These countries have several unique characteristics that need to be considered:
Lower competition
Competition in Tier 3 countries is relatively low compared to Tier 1 GEOs, as large media-buying teams and experienced solo webmasters prefer to drive traffic from wealthier regions at higher rates. In Tier 3, beginners with small advertising budgets usually operate, as this market is much easier to enter and allows for capturing a share of the large local traffic volume.
Low advertising costs
The cost of all types of advertising (e.g., CPC or CPM) in Tier 3 is significantly lower than in Tier 1 and Tier 2 countries. This is due to the lower incomes of the population and the underdeveloped economy in the country. However, as mentioned earlier, for the same reason, lead costs from Tier 3 countries will be more affordable than in top-tier GEOs.
High traffic volumes
The population in Tier 3 countries is often higher than in more developed regions. Take Nigeria, for example, with a population of 235 million people, or India, which has 1.459 billion. Moreover, in underdeveloped countries, the population is usually younger, more receptive to the internet and digital advertising. As a result, Tier 3 regions can provide high traffic volumes, despite the high level of fraud in some regions.
Predominantly mobile users
Since few people in struggling economies can afford a full-fledged PC, the vast majority of the population in Tier 3 GEOs access the internet via mobile devices. For this reason, it is crucial to adapt all advertising materials for mobile viewing.
Limited access to payment systems
In many Tier 3 regions, access to international payment systems (Visa, Mastercard, etc.) is restricted. Users most often rely on cash or lesser-known services for payments. Therefore, it is essential to research a country’s payment restrictions in advance and, if necessary, choose local payment methods that will not create difficulties for the local population.
Strategies for driving traffic to Tier 3 regions
We’ve covered the key characteristics of Tier 3 markets when running iGaming traffic. Now, let’s move on to practical strategies and recommendations that can help you launch successful advertising campaigns for online casinos in these GEOs.
Understand the local audience
Most Tier 3 countries have their own unique cultural features, with religion often playing a significant role in people’s lives. Additionally, local populations may speak rare and complex languages. These differences in mentality and preferences require careful adaptation of advertising materials. Before launching an ad campaign, affiliates should study current trends and popular news in the chosen country, as capitalizing on timely events can generate many leads in a relatively short time.
If you’re driving traffic from Tier 3 GEOs to Gambling and Betting offers through the 888STARZ Partners program, you won’t need to spend time localizing content for the local language. Through your personal manager, you can request ready-made and adapted creatives for any GEO, including Tier 3 countries, completely free of charge.
Be aware of regulations
In many Tier 3 regions, gambling laws are influenced by religious beliefs (e.g., gambling bans in Muslim countries) or political ideologies (e.g., strict censorship in North Korea and Myanmar). These restrictions can significantly complicate the promotion of gambling offers.
Before running traffic in Tier 3 GEOs, carefully research local regulations to determine whether online gambling platforms are legal and how they are regulated. This can help you avoid account bans and other compliance-related issues that could negatively impact your conversion rates. Running campaigns in prohibited regions without proper knowledge could lead to serious legal consequences.
Promote suitable offers
As mentioned earlier, Tier 3 audiences generally have lower disposable incomes, meaning they are unlikely to afford expensive products or services. In the case of online casinos, high-end platforms with large deposit requirements and high withdrawal thresholds are not the best fit for these markets.
For many users in developing countries, online casinos are seen as a way to quickly make money rather than a form of entertainment. Additionally, Tier 3 players tend to be less selective when choosing gambling platforms. This makes it easier to promote lesser-known or newly launched operators that haven’t yet built a strong reputation within the gambling community.
Choose the right traffic source
In some Tier 3 countries, globally popular social platforms like Facebook and Instagram may not be as effective as local alternatives. For example, in China, most users rely on WeChat and Douyin (the local version of TikTok), while in Africa, entirely different platforms dominate. Before setting up ad accounts and launching campaigns, research the most relevant traffic sources for your target region. In some cases, you may not need to experiment with new platforms and can stick to classic traffic sources.
Additionally, consider alternative traffic sources for gambling offers, such as cost-effective push traffic with broad reach or mobile apps. These methods work well due to the widespread use of mobile internet, push notifications, and App Store Optimization (ASO). A casino-related app installed on a user’s smartphone can send push notifications, increasing the chances of repeat deposits.
Optimize landing pages
Without optimizing landing pages, any ad campaign will be less effective than it could be. Important information about the promoted casino should be clearly presented, including key aspects for Tier 3 GEOs such as generous first-deposit bonuses, low withdrawal thresholds, and a wide variety of games: slots, crash games, live dealers, etc. The call-to-action (CTA) must also be clearly formulated to motivate players to visit the promoted platform. Phrases like “+100$ added to the balance for the first 100 users” or “today only, all new players get 30 free spins in slot XXX” are ideal for attracting Tier 3 audiences.
Equally important are the design and loading speed of your landing page. Remove unnecessary elements, keep the text concise, and ensure the layout is clean and easy to navigate. Many Tier 3 countries struggle with slow internet speeds, so if your landing page takes too long to load, users will likely abandon it. Finally, don’t forget mobile optimization. Across Asia and Africa, over 70% of users access the internet via smartphones and tablets. A mobile-friendly landing page will significantly improve your conversion rates.
Recommendations for online casino creatives in Tier 3
The approach to creating creatives for Tier 3 differs somewhat in terms of designing promotional materials compared to more advanced GEOs. Due to the low income levels, online casinos are seen by locals as a source of income rather than leisure. Therefore, iGaming creatives should include:
- Colors:
Green and gold are directly associated with money and wealth. - Visual effects:
Classic “money rain” effects also work well since the local population isn’t yet oversaturated with such cliches. - Localization:
Using the local language and currency in creatives enhances relatability. - Emotions:
Bright expressions of joy associated with luck and big wins. - Benefits:
Discounts, bonuses, and promotions will undoubtedly attract players seeking quick profits with minimal investment. - Theme:
Slots, cards, and dice — classic casino attributes naturally resonate with the target audience. - Social factor:
Limited access to higher education in Tier 3 countries means that “rags-to-riches” success stories (e.g., how a neighbor or small-town resident got rich from slots) can serve as powerful triggers.
However, certain taboos apply to creatives in some Tier 3 regions and should be used cautiously or avoided altogether. First, if the country is predominantly muslim, creatives with erotic content will be negatively received even by avid players. Second, video creatives are better avoided due to slow internet speeds that hinder video loading and deter clicks.
Nevertheless, faster internet is gradually reaching underdeveloped African and Asian countries, enabling locals to engage more actively in Gambling and Betting. So don’t waste time — start driving traffic to Tier 3 GEOs while it hasn’t become mainstream among others!
Conclusion
Although Tier 3 GEOs are often overlooked, thinking they’re only for newcomers, they can actually deliver consistent and high returns. The key is to understand the local audience, choose the right traffic sources, select relevant offers, and tailor your creatives to fit the local culture. When you take a strategic, all-around approach, the profit gap between Tier 1 and Tier 3 countries may not be as wide as it seems.
With so many Tier 3 countries to consider, even seasoned webmasters can struggle to pick the best GEO. To save time and ensure you’re making the right choice, just partner with 888STARZ Partners! Your personal manager will take care of everything, providing you with the best offers for your GEO, including exclusive in-house products with top market rates. Welcome on board!
