How to promote gambling with adult content: practical tips

Adult is a controversial vertical associated with 18+ content. However, you probably won’t be surprised to learn that it can be very profitable.

Today, we will talk in more detail about how spicy advertising can rapidly promote gambling offers. 

Why are adult content and gambling a winning combination? Which formats work best? How to launch advertising on adult sites? Read about this and more in our new article. 

Why is adult traffic the best option for promoting gambling?

Adult traffic is ideal for promoting gambling and betting.

It’s no secret that such ads are now actively blocked or subject to strict restrictions.

So what are the advantages?

In general, adult sites are quite popular these days. People visit them to get certain emotions. iGaming is also a source of emotions. So when a fan of private tabs in their browser sees an ad for an online casino or bookmaker with flashy animations, their interest grows. 

In addition, there are a number of other advantages that show that adult content is perfect for gambling:

• Fewer restrictions on advertising. Just look at those sites… it’s clear that there are no strict restrictions there. Therefore, gambling offers are easier to get through and almost never get blocked. Accordingly, there are no permanent bans — no major problems with statistics.
• The ability to use different advertising formats: native, video, banners, etc.
• Unlike Facebook and Google, adult sites do not require anti-detection, proxies, farms, etc. 
• Top coverage. A lot of attention is focused on 18+ platforms. Ads can be shown a billion times a month here. Just imagine that. As a bonus, people who like adult sites are often considered to be fans of online gambling. So, as we already mentioned, combining these two things can generate more interest in your offer.
• Tests are easy to do, and the statistics are mostly clear. On adult platforms, you can test the formats you need at a low cost.
• Low competition. Yes, media buyers are starting to work more actively on adult sites, but this still does not create strong competition. 

What formats to use when working with gambling on adult sites?

Here, we can highlight several key formats: pop-unders, video creatives, and banners. It is recommended to pay attention to the level of the country you are working with. 

Here are some approximate statistics:

In Tier-1 countries, pop-unders are the most popular — 49.1%, followed by video creatives — 43.1%. If we consider the option with banners, their popularity is only 7.8%.

In Tier-2 countries, pop-ups also remain in first place (40.3%); videos — 30.5%, and banners — 29.2%.

In Tier-3, pop-ups account for as much as 82.7%. Videos (13.1%) and banners (4.2%) are not yet very popular with users and are therefore not as widespread.

So what should I choose?

It is recommended to combine videos and pop-ups. This method can increase the number of bets and deposits, as it attracts users with dynamic images.

Yes, it has long been clear that videos are gaining momentum and are perhaps the most effective advertising format. But why are pop-ups still popular? 

The power of pop-ups lies in their simplicity. They are easy and understandable for users. 

Tips for working with adult traffic: what is better to use in advertising?

When working with any vertical, consider which approaches work best here. Since there are fewer restrictions on 18+ platforms, you can give your imagination free rein and approach advertising with less caution.

• Let’s start with the basic adult theme – creatives with a hint of eroticism. Explicit animations significantly increase conversion rates.
• Native advertising. Make your ads look like they are “part” of the content on the site. Then the fact that it is an “ad” will not be so obvious, which will attract more attention.
• Emphasize easy and quick earnings. Spicy themes heighten emotions and even motivate some people. So if your ad fits into the site’s image, it will evoke even more of those emotions. At such moments, “easy money” will no longer seem like fantasy to users.

How to launch an advertising campaign on adult sites?

We’ve talked about the advantages, now let’s take a look at launching an ad.

• First, choose a reliable affiliate program. 
• Think about the creative. We recommend preparing several options with different approaches and formats so that you can test them and choose the best one.
• Set up your targeting. Understand your target audience, the country you are targeting, etc.
• Regularly track analytics. Here, you need to constantly monitor statistics to understand if you are moving in the right direction.

In summary

Surprisingly, adult content is a very promising vertical for promoting gambling offers. Both are representative of gray topics. 

There are fewer restrictions on 18+ platforms. This means only one thing: ads will hardly be blocked, creatives can be more interesting and more explicit (which is always a plus for increasing user interest).