31 January 2024

Betting – All About the Sports Betting Vertical

Hello! This is Push.House. We continue to explore popular verticals among advertisers in our advertising network. In today’s article, we will discuss another exciting affiliate marketing vertical – Betting.


In English, “bet” means a wager. The Betting vertical encompasses offers from bookmakers and tote services, allowing users to place bets on sports events. Today, this vertical is one of the most popular niches in CPA marketing, offering a wide range of popular offers across various geographical locations.

Typically, betting offers come directly from bookmakers, who act as direct advertisers and are highly interested in attracting quality traffic to their platforms. Like most online casinos, bookmakers’ most considerable activity occurred during the pandemic. Since the beginning of 2020, advertising campaigns from popular bookmakers and totalizators have become ubiquitous. Audiences show interest in this niche, positively impacting its popularity, growth dynamics, and the emergence of new offerings in the market.

For advertisers, the advertising model for betting offers is quite similar to gambling. The primary target action here is depositing after registration. Nowadays, most bookmakers offer free bets, motivating users to play by allowing them to test the platform’s capabilities and verify the actual potential for earnings.

Target Audience

If we attempt to create a profile of the average sports bettor, we get:

  • Male
  • 25-45 years old
  • Interested in sports
  • Resides near major cities or in metropolitan areas
  • Has a stable income, enabling regular betting

In some regions, the average age may vary depending on local laws, but 25 years is generally considered the minimum value for the average bettor.

Betting is more about interest than just the thrill of gambling. The primary sources of quality traffic on these platforms are sports enthusiasts. To place bets, one needs to have at least a basic understanding of sports and global events. For comparison, the majority of bets are placed on football events (about 80% of all bets), followed by hockey, basketball, tennis, and combat sports.

The number of bets on esports events has also grown with the increasing popularity of computer disciplines. Esports is gradually gaining popularity, attracting more attention from users seeking financial benefits from their favorite form of entertainment. Bookmakers merely provide an opportunity to predict possible outcomes.

Betting Payment Models

Advertisers choosing to promote betting offers can opt for several payment models. Currently, the main models in betting are:

  • CPA (Cost Per Action)

A classic payment model for a target action is most commonly encountered. The primary target action is depositing. This model is considered one of the safest but not the most lucrative, as the payout is independent of the deposit amount.

  • CPL (Cost Per Lead)

A variation of the CPA model, where the target action is registration. The CPL model can be divided into two categories:

– SOI (Single Opt-In) – conversion in one action. Payout is made when the user registers or subscribes.

– DOI (Double Opt-In) – conversion in two actions. Payout is made when the user registers and confirms the registration via email.

This model is rare due to the peculiarities of the vertical; registration does not guarantee the continued use of the service, negatively impacting the offered bookmaker’s bids.

  • CPS (Cost Per Sale)

The most popular model is where the advertiser receives a payout after the user’s first deposit. The payout percentage is set in advance, and the payment is granted only once for each unique user.

  • RevShare (Revenue Share)

One of the most common payout models among most bookmakers. In a RevShare partnership, the advertiser receives payments for every user deposit on the platform.

  • Hybrid

A mixed payment model that includes multiple variations of the models described above. For example: CPA + RevShare or CPL + CPA.

As with advertising other verticals, the payout amount may increase depending on the volume and quality of the attracted traffic.


Launch Betting offers on Push.House traffic



All betting offers can be divided into two categories based on their legality in the region and the presence of a license:

  • Legal

These are entirely legal bookmakers with an official license for gambling activities. The most common licencesare from Curacao or Malta.

Official bookmakers can be found in almost every Tier-1 and Tier-2 region. The advertising of their services is regulated by law, and official documents and banking details are required for registration. Players of official bookmakers pay taxes on their winnings and can expect total legality of transactions and secure withdrawals in case of winning.

  • Illegal

Numerous bookmakers operate in the market without any guarantees or licenses. The absence of licenses does not necessarily mean 100% scam from the affiliate program, but the trust level of such platforms is significantly lower.

Despite the lack of a license, these bookmakers gain popularity in the market due to higher rates and the possibility of winning larger sums.

Authorities and search engines regularly block such platforms, prompting bookmakers’ owners to use alternative connection methods, such as mirrors. Mirror sites are copies of official sites under different domains. Users are automatically redirected to the official hidden page when they click on one of them.

Betting and Gambling

The main principles of advertising betting and gambling are similar. Because of this, these verticals were long combined into a common category called iGaming. However, unlike sports betting, gambling is completely prohibited in most countries. States recognize the significance of sports betting for the economy and often make concessions, regulating the niche with local legislation. Despite this, many bookmaker offers allow users to play in online casinos.

Approaches to Creating Betting Creatives

Before discussing creative approaches, let’s recall why users place bets in the first place. This usually happens for two reasons. The first is winning. The second is additional interest. Any sporting event becomes much more enjoyable when, in case of victory, the winning team and the player himself take the reward.

The advertiser’s task is to convince users to place bets on the promoted platform. To achieve this, they can use:

  • Celebrity Endorsement

Betting Creatives example

There is a trend in sports where bookmakers become direct sponsors of entire teams, championships, or individual athletes. Use personalities familiar to a broad audience to attract attention to the offer. Sometimes, a celebrity collaborating with a bookmaker provokes more clicks than any free bet.

  • Event Marketing

Betting Creatives example

The importance of event marketing for betting offers has been discussed in another article. If you missed it, feel free to check it out here.

Betting Events 2023: A Advertiser’s Sporting Calendar
  • Bonuses and Promotions

Betting Creatives example

These are the most crucial tools for attracting new audiences to the platform. Bonuses allow users to test the platform’s functionality before making a deposit. In the case of winning, the bonus can be withdrawn or used for bets again.

  • Success Stories and Winning Emotions

Betting Creatives example

This classic approach is popular regardless of major tournaments and championships. Emotions from winning or success stories are great motivators for visitors to make a deposit.


Betting is one of the most popular and, at the same time, complex verticals. Advertising betting offers through push notifications is the most effective way to attract quality traffic. Utilize the functionality of our advertising network to achieve maximum profit and reach your goals. Best of luck!


Launch Betting offers on Push.House traffic

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