How to create a converting gambling creative: best formats + useful tips
Affiliate marketers are fully aware that the gambling vertical is one of the most profitable. But to ensure a consistently high ROI, you need to thoroughly work out your creatives. After all, that’s what determines the click cost and conversion rate. Let's figure out how to create a well-converting gambling creative.
Which format to choose: video or image
Affiliates usually go for videos when promoting gambling offers. After all, video allows you to convey more data and the essence of the ad message. While images are worse at hooking the audience, but they are easier on the budget since this ad format is cheaper. Still, it all depends on the approach, the skill level, how well the audience was warmed-up and other factors. Which is why even image creatives can result in a high conversion rate, when it comes to gambling.
Main formats of gambling creatives:
- success story
- wheel
- news piece
- emotions
- Bank's push notifications
Does the creative depend on the GEO?
Of course it does! And the first thing you need to keep in mind is the language. Because if you’re targeting Poland, then your creatives need to be in Polish, if it’s the USA — in English, etc. (many manage to forget about this). Here you need to understand that in some countries people can be bi- or even trilingual — you need to keep all this in mind. Especially when setting up a campaign, if you launched one in English for Canada, then you should specifically target users with an English device interface.
The second point - you need to understand what message in the creative will be appropriate for a particular country, for the mentality of its population. For example, in TIER-3 countries, people go to casinos hoping to make serious bank, whereas in TIER-1 and TIER-2 countries it’s merely a form of entertainment, a way to get that dose of adrenaline.
That’s why:
- If you focus on TIER-3 countries, focus on “big winnings”.
- If your focus is Europe or the US, then place the emphasis on the emotions.
Common mistakes
There’s no way to avoid mistakes, and some affiliates in their gambling creatives place the focus exclusively on the winnings. Yes, this is an effective approach when working with TIER-3 countries, but it has one crucial drawback — such creatives will attract only those who will come to the casino, make 2-3 (at best) deposits, lose it all and leave. In other words, the affiliate even risks the advertiser cutting their payout for the low-quality traffic.
Mislead is the second common mistake. Ads often feature info about bonuses. Something like, 200% for your first deposit and 200 free spins. A decent approach, not to mention that many gamblers pick out casinos specifically based on the size of the welcome bonus. But if the actual bonus doesn’t match the one you promised, you’re guaranteed to anger your target audience. You’ll end up with the user not making a deposit and you not getting a lead.
Useful tips
And to end this article off - a couple of useful tips and tricks that will make your gambling creatives as effective as possible:
- Include the company’s logo in your creative (and if you’re promoting an app, then the company’s icon), so that the person will be mentally prepared for such a casino icon appearing on their smartphone.
- Create a new unique creative for each ad account to avoid being banned.
- To make sure your creos take up as much space on the user's screen as possible, make them square to make them more noticeable.
- When creating an emotionally charged video, add not only a “happy streamer” to it, but also a push notification about the user winning and money being transferred to their account.
Basically, there is nothing supernatural and super difficult in creating a good effective gambling creative. But don’t forget that advertisers may have their own requirements and restrictions regarding their creatives, so it’s best to go over your campaign with the manager before launching it.