The United States, with its vast potential and promise of immense profit, is the ultimate goal for many affiliate marketers in the iGaming niche. However, the journey to success on US soil is a challenging one, filled with complexities and nuances.

This article focusing on iGaming in the USA, delves into the intricacies of the American iGaming market, exploring the evolution of iGaming, the current legal landscape, popular channels, and traffic sources, and the unique traits of the local audience.

The Evolution of iGaming in the USA

The American iGaming market has seen significant changes since the inception of online casinos in 1994. These casinos initially operated under the regulations of the Federal Gaming Commission. However, in 2006, a ban on deposits and withdrawals using bank cards was enacted, leading iGaming operators to embrace cryptocurrencies and e-wallets.

The process of iGaming legalization is an ongoing saga in the USA. For instance, Ohio only recently joined the ranks of states allowing betting. According to M&C Saatchi Performance, the country’s collective volume of sports betting is anticipated to soar to a staggering $16 billion by 2026.

The Online Gambling market in the United States is anticipated to achieve a remarkable revenue of US$19.14bn by the year 2023, displaying a steady annual growth rate (CAGR 2023-2028) of 11.61%, resulting in a projected market volume of US$33.15bn by the year 2028.

The Current State of iGaming in America

iGaming in the USA Stats

As of 2023, six states have legalized online casinos – New Jersey, Pennsylvania, Michigan, West Virginia, Connecticut and Delaware. Added to this, around 35 states allow online sports betting. This patchwork of regulation has created a complex but promising landscape. The six states with full igaming generated a record $1.52 billion in Q3 2022, a 26% jump from the previous year. With major markets like New York and California considering legalization, rapid growth is anticipated in the coming years.

Roughly half of the states have legalized or regulated online gambling in some form or another as of 2022, and more states are expected to expand their access to online gambling in the future. However, navigating the intricate regulatory framework of iGaming can be an overwhelming and complicated task due to the fragmented nature of the regulations. 

Lucrative Markets to Target in the USA

USA iGaming States

The tri-state area of New Jersey, Pennsylvania, and Delaware offers established iGaming markets with over 10 million potential players. These states generated over $1.3 billion in iGaming revenue in 2021. Other states to consider include:

  • Michigan: Launched iGaming in 2021, a fast-growing market worth $463 million in 2022 revenue.
  • West Virginia: Small market but iGaming revenue doubled from 2020 to 2021.
  • New York: Not yet legalized but a bill is in progress, massive potential market.
  • California: Considering legalization, could add over $2 billion a year in gaming revenue.

The main sources of iGaming ads include websites, popunders, native ads, push ads, context ads, search systems, social media, and in-app ads. Paid search traffic and traffic boosting are also significant, as people tend to trust websites from top positions. The more efficient your SEO is, the higher your position in the online search, leading to more organic traffic and, ultimately, more earnings.

The Unique Traits of the Local Audience

Nearly ten percent of U.S. adults who bet on online and in-person casino games did so at least once a week as of September 2021. Millennials and Gen Z are particularly active in the online gambling scene. A study by LaneTerralever in conjunction with Jefferies in 2022 found that 48% of millennials and 36% of Gen Z have only wagered online.

SEO Optimization for iGaming

Mastering the iGaming SEO game is crucial for success in this competitive industry. Key strategies include finding the right keywords, understanding what your competitors are doing, offering unique content, and aiming for a killer backlink profile. Local iGaming SEO is also essential if you operate in more than one market, as you need to be up to date with the current regulations all the time.

Strategies for Affiliate Marketers in the iGaming Niche

Affiliate marketers can employ several strategies to promote iGaming products in the US effectively. Here are some key strategies:

  • Understand the Market and Competitors: Understanding the market's wider context is vital to ensuring an affiliate program is as strong as possible. This includes understanding competitors and their strategies.
  • SEO Optimization: The efficiency of your SEO determines your iGaming resource’s position in the online search. SEO helps businesses rank higher in search engine results pages (SERPS), which translates into more traffic and leads.
  • Use of Advertising Networks: Advertising networks help companies and affiliates fuel their campaigns with quality leads in a short time. They offer colossal reach, flexible targeting, lower costs per 1,000 impressions, and various ad formats.
  • Offer Competitive Commissions: Given the popularity of the affiliate channel among today’s operators, those hoping to launch one themselves will need to find a way to attract affiliates, ensuring they’re more attractive to work with than their competitors. Many reputable iGaming brands offer generous affiliate programs with 25-50% commissions on a player’s losses.
  • Utilize Influencers: iGaming businesses can utilize bloggers and influencers for their marketing. There are plenty of influencers who are into gaming or who share their lifestyle including gaming. An iGaming business can work with such influencers to add their affiliate links on their websites or social media.
  • Provide Marketing Materials: To generate more revenue from your iGaming affiliate program, provide your affiliates with useful marketing materials they can use to promote your online casino.
  • Stay Updated with Trends: Stay updated with trends in the iGaming industry and adjust your affiliate strategy accordingly. What worked last year may need tweaking today. Constant testing and optimization and providing real value to your audience are proven strategies to build those relationships and keep improving your efforts over the long term.

Top iGaming Affiliate Networks in the USA

Below are some of the top iGaming affiliate networks that have done pretty well in the USA market. Check out the best ones to get a brief overview of their commission model along with some other aspects of these top casino affiliate networks.


7starpartners Review

The 7Starpartners Affiliate Program is a leading choice for iGaming affiliates in the US market. It offers a robust portfolio of 11 unique online casinos and sportsbooks, with new high-converting brands released regularly. The program provides a transparent calculation system and pays all commissions by the 20th of each month. Affiliates can earn up to 60% in revenue share, with the commission starting from 45%.

The program is known for its prompt payments, quick customer support, and detailed reporting system. 7Starpartners also provides high-quality marketing materials to attract potential customers. This program is a reliable and profitable choice for those looking to promote top casino brands in the US market.

Bet365 Partners

Bet365 Review

The Bet365 Affiliate Program is a prominent partnership opportunity for those targeting the US market in the iGaming affiliate space. Affiliates can earn a 30% commission on sales generated through their unique links. The program is designed to be lucrative for those who can effectively market Bet365's comprehensive range of betting products, including sports betting, casino games, and more.

Bet365 ensures that affiliates have access to a variety of marketing tools to help them attract and retain customers. These tools include dynamic banners, live odds banners, and more, which can be used across different platforms to maximize reach and engagement. The program also offers detailed reporting, allowing affiliates to track their performance and optimize their strategies for better results.

To become a Bet365 affiliate, applicants must meet certain criteria, including promoting responsible gambling and having a website with relevant content and user engagement. The program is known for its commitment to compliance and responsible gambling, which is crucial in the regulated US market.

PinUp Partners

PinUp Partners

The PinUp Partners is a leading iGaming affiliate network that has emerged as quite a preferred choice among affiliates. With a focus on online casino and betting products, PinUp Partners provides competitive CPA, Revenue Share, and Hybrid offers, with a base commission of up to 40% Revshare and up to $50 CPA. The program is known for its high-conversion landing pages, personalized service, and detailed statistics, ensuring affiliates can effectively track their performance.

Affiliates can also benefit from a diverse range of promotional materials and a minimum payment threshold of just $15. With thousands of events, extensive bonus systems, and a profitable sportsbook, PinUp Partners offers a comprehensive platform for affiliates to maximize their earnings.


GG Affiliates Review

The GGAffiliates program offers a lucrative opportunity for affiliates in the iGaming sector, particularly in the US market. As a part of this program, affiliates gain access to a world-class poker brand, GGPoker, with a broad market reach.

The program offers competitive deals tailored to suit individual needs, including RevShare plans for affiliates seeking substantial long-term earnings. Affiliates are rewarded with real cash every month for the traffic they direct to the platform. The program also boasts easy player tracking and prompt commission payments, making it an attractive choice for those looking to tap into the thriving online poker market.


Poshfriends Review

The Poshfriends Affiliate Program is a dynamic platform for affiliates focusing on the US iGaming market. It offers a partnership with two renowned brands, Casino-X and JoyCasino, providing a diverse range of games and betting options. Affiliates can earn up to 45% in revenue share, with CPA options reaching up to $500 per active player, and hybrid deals combining CPA and revenue share.

The program is designed with in-house tracking software for detailed performance monitoring and supports a variety of payment systems for convenient commission withdrawals. With a minimum payout of just $20 and bi-weekly payments, Poshfriends caters to affiliates seeking regular earnings. The program's commitment to providing effective promotional materials and dedicated support makes it a competitive choice for affiliates aiming to capitalize on the lucrative US market.

The Future of iGaming in the USA

The future of iGaming in the USA looks promising. The industry's economic impact has risen by 26% since 2017, and understanding the digital landscape has never been more critical. The Online Gambling market in North America is expected to reach a revenue of US$25.22bn by 2023. However, the journey to success in the iGaming industry is not without its challenges. Navigating the intricate regulatory framework of iGaming can be an overwhelming and complicated task. But with the right knowledge and preparation, iGaming can be a profitable and rewarding niche.

Few Questions you might have for iGaming in the USA

Is iGaming legal in the USA?

iGaming legality varies by state, with both state and federal laws applicable.

What future trends are expected for iGaming in the USA?

Expansion and technological innovations like Blockchain are predicted in the future trends of iGaming.

How do iGaming affiliates earn money?

Affiliates earn through revenue share, CPA (Cost Per Acquisition), or hybrid deals.

What are the risks in iGaming affiliate marketing?

Risks include regulatory changes, non-payment by programs, and market competition.

In conclusion, the American iGaming market offers immense opportunities for affiliate marketers. However, to tap into this rich market, one must understand the evolution and current state of iGaming in the USA, navigate the complex legal landscape, identify popular channels and traffic sources, understand the unique traits of the local audience, and master SEO optimization for iGaming.

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