Not long ago, affiliate marketing in iGaming worked on a simple principle: the faster you pushed traffic, and the more of it you delivered, the bigger the payout.
However, the industry has matured. Operators are no longer willing to invest heavily in undifferentiated traffic streams in the hope of a lucky conversion. Expectations have risen: affiliates must now deliver not only scale but also predictability, transparency, and consistent quality.
At the heart of this shift is traffic segmentation – a strategic approach that enables both advertisers and affiliates to manage campaigns with far greater precision, setting new benchmarks for collaboration across the industry.
The strategic value of segmentation was highlighted at Sempro Fest, where Valentyn Halchuk, Head of Business Development at Makeberry Affiliates, shared his team’s experience. By applying strict segmentation, Makeberry Affiliates drives traffic worth millions of dollars each month, and its Facebook buying has earned a reputation as the best in the market.
Why traffic segmentation matters
Traffic segmentation is the practice of dividing a broad stream of traffic into distinct categories – by quality, source or creative – to give advertisers and affiliates greater control over campaign performance.
In the traditional ‘mixed funnel’ model, all traffic streams are combined and sold at an average price. This approach works only as long as high-quality traffic dominates. Once the proportion of lower-quality traffic increases (for example, when formats such as Chicken Road appear in standard Facebook slot campaigns) performance collapses. Conversions drop, and advertisers often pause the campaign.
Segmentation prevents this domino effect. By directing traffic into clearly defined streams – crash traffic into crash offers, slot traffic into slot offers – each segment operates as an independent business unit. If one segment starts underperforming, it can be switched off without disrupting the rest of the campaign.
The benefits of traffic segmentation
Segmentation replaces the uncertainty of a mixed funnel with a clear view of campaign performance. Affiliates can easily identify which segments are delivering and which need optimisation. This visibility not only streamlines day-to-day management but also builds trust with advertisers, who value the assurance that campaigns are being actively managed rather than left to chance.
In a mixed model, media buyers may suddenly shift focus from one traffic type to another, creating imbalances that harm performance. Segmentation reduces this volatility by allowing bids to be concentrated on the strongest streams. The result is higher profitability and far more predictable campaign outcomes.
In mixed funnels, fluctuations between high- and low-quality traffic make results difficult to forecast. Segmentation helps stabilise this process. It also frees up valuable resources: rather than spending time on constant campaign monitoring, analysts and account managers can focus on higher-level strategic tasks.
When traffic is clearly segmented, advertisers know exactly what to expect, while affiliates can demonstrate the quality they deliver and the price it commands. This transparency builds trust, reduces friction and allows campaigns to scale smoothly – without the risk of being paused after every 30 or 50 deposits.
How to segment traffic effectively: Expert insights from Valentyn
There are many ways to approach traffic segmentation, but according to Valentyn, 2 methods consistently deliver the best results:
1. Segmentation by funnel type
Preland – a proven way to build demand before the primary conversion. This approach works particularly well for slot offers with free spins and, in some cases, can deliver higher CR and C2D rates than sending traffic directly to a registration form.
Direct – best suited to audiences already prepared to register or make a purchase.
PWA (Progressive Web App) – an effective solution for mobile users. Having an app icon on the device and enabling push notification subscriptions significantly improves retention and lifetime value (LTV).
iOS/Android apps (via WebView) – always test how products are displayed within WebView to avoid conversion issues such as broken layouts, malfunctioning payment flows or unsecured HTTP redirects.
APK – typically used in Tier 3 markets, where apps are often removed quickly from Google Play. APKs can deliver strong retention but require additional setup and ongoing monitoring to maintain performance.
2. Segmentation by creative type (illustrated through 3 traffic sources)
PPC traffic
Branded keywords – typically deliver the highest-quality traffic, although payouts are lower. For this stream, a HYBRID deal is usually the most effective model.
Cross-brand keywords – traffic quality is slightly lower, but still decent. This approach involves buying traffic on one brand’s keywords and redirecting players to another brand. It is important to monitor costs carefully and ensure that the brand whose keywords you are bidding on does not block your activity.
Slot keywords – strong-quality traffic with high retention rates.
Generic keywords – can convert well and attract high-value players with payouts of up to €1,000 per user, though they are harder to source.
Crash game keywords – generally deliver lower-quality traffic than other types. However, with the right bidding strategy and placement, they can still be profitable. A recommended ROI is around 70% of payout within one month.
Not recommended:
Bonus hunters (no-deposit keywords or no-deposit bonuses) – very low-quality traffic with a short lifecycle.
Unapproved branded keywords – carry a high risk of losses due to brand-protection measures.
App traffic (ASO, UAC, In-App)
Segmentation for app traffic follows a similar logic to PPC, but with a few important nuances:
Age restrictions – it’s essential to set a strict 18+ limit to prevent low-quality audiences, such as underage users, from entering the funnel. These audiences will not deposit and only distort performance metrics.
Short lifecycle – apps are often removed from stores within 2 to 3 weeks. To maintain efficiency, affiliates should use trusted rental services and rigorously test multiple variations until the most effective setup is found.
Facebook traffic
Classic and mainstream slots well-established approaches with high-performance stakes, highly valued by advertisers. The main drawback is the intense competition.
Live slots – formats featuring hosts and dynamic presentation styles engage audiences for longer periods, resulting in stable retention. These creatives are especially popular in markets like India and Italy.
Crash games (Chicken Road, Plinko, Aviator) – this segment has quickly become saturated, with approximately 70% of affiliates now active in it. While crash games generate high traffic volumes, they typically attract lower-value audiences with shorter LTV. In comparison, crash retention averages 3-4 months, whereas traditional slots retain players for 6-12 months or longer.
Brand spoofing – imitating well-known brands in creatives can produce fast results but comes with a high risk of account bans and significant legal exposure.
News-style creatives – storytelling built around a time-sensitive trigger can attract quality players, but concepts usually only last for about two weeks before being copied. Success relies on rapid scaling.
Social casino – marketed as ‘games for fun’, these products often attract players with genuine gambling interest who can be gradually converted into real-money offerings. Retention is stronger, and quality higher than that of crash audiences, though still lower than classic slots. A notable drawback is the reliance on vertical creatives.
Lotteries and scratch cards – a common entry point for players seeking excitement, who can later be guided into classic casino funnels.
Celebrity creatives – when the right talent is chosen, celebrities can drive high-quality traffic. However, caution is crucial: using political figures in creatives presents significant legal risks.
For further insights into traffic segmentation, visit the Makeberry Affiliates Telegram channel.
