Casino apps are among the biggest spenders in mobile advertising. Real-money casinos and sportsbooks buy players in licensed markets, and social casino games, which use virtual coins, buy players everywhere. Both pay high prices, because their best users are worth a lot.
Two kinds of casino app
| Real-money casino and betting | Social casino | |
|---|---|---|
| Money | Players deposit and win real money | Virtual coins, bought with in-app purchases |
| Licence | Required in every country or state | Not a gambling licence; app store rules apply |
| App stores | Allowed only in permitted countries, published by the licensed operator | Widely available |
| Pricing | Mostly CPA per first deposit | Mostly CPI and ROAS targets |
How they buy users
- Mobile ad networks and exchanges, using mediation and in-app bidding. See top mobile ad networks.
- Rewarded and playable ads inside other games, where players can try a slot mini-game.
- Social and video platforms, where policies allow and licences are verified.
- Affiliates and publishers with sports and gaming audiences, especially for real-money apps.
Measurement after privacy changes
Apple's App Tracking Transparency framework, introduced in 2021, made it harder to track users across apps on iOS. Casino advertisers responded with more contextual targeting, aggregated measurement and direct partnerships with publishers whose audiences they trust. That shift favours sites and apps with clearly defined gaming and sports audiences.
What it means for developers and publishers
If you build casual games, casino advertisers are likely to be among your highest-paying buyers, and you can decide in your network settings whether to accept them. If you run a site about mobile games or sports, casino app offers can be a strong fit for in-text links and reviews. Either way, measure results in eCPM so you compare like with like.
