Germany as one of the top Tier 1 economies is a very attractive market for online gambling. Stable economy, high income population and wide spread of the internet creates perfect conditions for growth of interest in gambling. Despite strict laws, demand for gambling is growing and advertisers are looking for ways to promote their offers on this promising market.
We, as experts in advertising from ROIads ad network, have prepared for you an article where we will break down the best ways to advertise gambling traffic in Germany. In this material we will look at different traffic sources, compare them and tell you about the ideal tools to promote gambling in this geo.
Economic Landscape of Germany’s Gambling Market
Germany is one of the top economies in Europe which makes it a very attractive market for online gambling. According to the International Monetary Fund (IMF), Germany’s GDP in 2023 was over 4.5 trillion dollars which makes it one of the biggest economies in the world. This high standard of living makes Germany a promising market for various entertainment niches including gambling.
High Income and Willingness to Spend on Entertainment
Average annual income per capita in Germany is over 42 000 USD which means the audience is monetizable. German consumers are spending heavily on entertainment, and online gambling is a significant part of it. According to Statista, online gambling revenue in Germany in 2024 will be almost 2 billion dollars and will grow to 2.6 billion dollars by 2029.
Demographics of Online Gambling in Germany
Online casinos in Germany attract a wide range of audience but most players are young men. According to start.io, 53.3% of all players are between 25-34 years old. The second largest group is 18-24 years old (36.4%). The older age groups are less active in gambling with players above 55 years old being only 3.7%.
And here’s some more info about what devices Germans prefer: around 80% of the population uses mobile devices which makes mobile traffic very important for gambling campaigns. With the development of technology and widespread high-speed internet, players have comfortable access to games from any device.
Is Gambling Legal in Germany?
Gambling regulations in Germany have changed a lot since the Interstate Treaty on Gambling (GlüStV) was introduced in 2021. This treaty legalized online casino, poker and sports betting but introduced strict restrictions on some formats — for example live dealer games and table games.
The goal of the new law is to balance the legalization of gambling and the protection of players from addiction. Despite the restrictions this market is still growing fast thanks to clear rules that give operators and players certainty.
Where to Buy Gambling Ad Traffic in Germany
Reviewing the gambling market in Germany can inspire any media buyer — a developed country, economy is growing, niche income is growing and it’s the perfect time to launch effective campaigns. Now let’s look at the best sources to buy gambling traffic in this country.
Google Ads and Social Media
Using Google Ads for gambling faces many obstacles. In Germany there are strict moderation rules and gambling requires licenses. Campaigns are often getting blocked or rejected and the cost per click (CPC) can be very high due to high competition. Despite the big reach, conversion through Google Ads can be lower than expected due to targeting limitations and campaign approval issues.
Advertising in social media like Facebook is not always the best solution. Although the platform allows targeting based on behavior and interests, most gambling is blocked by the moderation policy. Even if you manage to launch the ad, moderation can be unpredictable which increases the risk of budget loss. As a result — high CPC and difficulties with launching campaigns.
Search Optimization
Many gambling operators also use SEO. But results take time, especially in a niche with such high competition. And SEO requires serious investments in content, links and technical aspects before you start seeing traffic. For fast launching campaigns this type of promotion is not always the best solution.
Push and Pop Ads in Ad Networks
When Google Ads and social media create so many obstacles, ad networks offering push and pop traffic become the most appealing and effective solution. With networks like ROIads, advertisers can launch campaigns for gambling offers without strict moderation restrictions.
- Push ads deliver notifications directly to users’ devices, ensuring instant interaction and high click rates (CTR). This format is perfect for gambling campaigns with bonuses and limited offers.
- Pop ads, which open in a new browser window, ensure high visibility. This is one of the most affordable formats for mass reach, especially when the goal is to drive large amounts of traffic at a low cost (CPM).
| Ad Formats | Cost | Features |
| Facebook Ads | $0.50 – $1.00 СPC | Precise targeting, broad reach, strict moderation |
| Google Ads | $0.40 – $0.80 CPC | High competition, wide network, strict moderation |
| Push | $0.07 – $0.14 CPC | Instant interaction, easy moderation |
| Pop | $3.9 – $7.0 CPM | High visibility, simple setup, easy moderation |
Quick Overview of ROIads — Perfect Gambling Traffic Source
- Global Coverage: ROIads offers access to traffic in 150+ countries, including top markets like Indonesia, Turkey, and Germany.
- Affordable Campaigns: Start campaigns with a low cost per click making it cost-effective for even limited budgets.
- Targeting Flexibility: Extensive options to customize targeting by geo, device, OS, and browser, ensuring precise audience reach.
- AI Bidding Technology: The AI-based bidding system optimizes traffic sources and boosts campaign performance automatically.
- Minimal Restrictions: Unlike strict platforms, ROIads allows gambling campaigns with fewer moderation concerns, enabling broader promotion opportunities.
Creative Strategies for Promoting Gambling in Germany
Now that we’ve covered the benefits of using the ROIads network, we need to not just run campaigns but also engage with the audience. The next step is to figure out which creative strategies work in the German market with push and pop ads. Let’s see which visuals grab the user’s attention and lead to high conversion rates.
Creative Strategies for Push Ads in Germany
- First Deposit Bonus
Creatives like the one above highlight bonuses for the first deposit, which work great for new players. Mentioning specific bonuses like “100% + 300 FS” and a clear CTA (“Deposit Now”) gets the user engaged.
Tip: The best strategy is to create ads in the native language of the country (in this case, German), but here we provide examples in English to make it easier for your to understand.
- Time Sensitive Offers
The second creative uses a countdown timer to create urgency, users have to act fast. This way conversions will be boosted by the fear of missing out.
- Social Proof
The third one shows the real user wins. Showing winnings and reviews builds trust with potential players and makes them want to try the platform. This works especially well for the German audience which values reviews and the experiences of other users. These creatives make the wins look easy.
- Slot Characters
The fourth creative uses slot characters like the bull from a popular game. This way it visually grabs attention and ties the offer to the game’s theme. Bright visuals and big bonuses make the user want to participate and act.
Creative Approaches for Pop Ads in Germany
For pop ads, unlike push ads, there’s no need to create special ad creatives. The entire focus is on having high-quality pre-landing or landing pages. Since pop ads direct users straight to the landing page, its performance becomes crucial. A well-optimized landing page should load quickly, be visually appealing, and convey clear, enticing messaging.
- Minimalistic Landing Page
The first one is minimalist, dark background and short messaging. This is compliant with German regulations, simplicity and no aggressive elements. The distinctive features are CTA and bonus info, to register.
- Engagement through Interactive Elements
The second one has a prize wheel on the pre-lander, gamification element. Users can test their luck, increasing their interest and motivation to participate. This creative makes excitement and keeps the user engaged.
- Visuals of Winnings
The third example shows big winnings through visuals, real time displays of amounts won. This creates social proof and makes players want to play and try their luck.
Tips for Germany Gambling Campaigns
Now, let’s recap the key guidelines for launching gambling campaigns in Germany. First, working with this geo requires understanding the specifics of Tier 1 countries, where gambling is more about entertainment and emotions than making money. Here are our key recommendations:
- Language and Currency Localization: Test creatives in German and English and make sure they are set to euros and local payment methods. For the native German population, creatives in German are key. Meanwhile, using English can be more effective for targeting expats and other international audiences in Germany.
- Mobile Optimization: Mobile traffic is huge in Germany so your pre-landing, landing pages and creatives must be mobile optimized.
- Creative Testing: Upload 5-10 different creatives and actively test them to find the best for your audience.
- Traffic and Sources: For this market avoid strict ad platforms like Google and Facebook. Use push and pop ads to minimize the risk of being blocked.
- Simple Landing Pages: German users love transparency. Use simple landing pages with clear offers, according to local laws and moderation requirements.
Conclusion
In this article, we’ve explored the key features of the German gambling market, including its economic appeal, legal restrictions, as well as the best gambling advertising traffic in Germany, traffic sources, and creative strategies. As a Tier 1 country, Germany offers significant opportunities for gambling advertising if campaigns are executed strategically. This guide will help you operate like a professional, from choosing the right ad formats to effectively testing creatives.
With ROIads, you can easily launch campaigns and maximize your performance by leveraging the best tools to scale in this promising market.
