Tips for Marketing a Casino Game with Examples and Statistics for 2022

Tips for Marketing a Casino Game with Examples and Statistics for 2022

by Andrea Knezovic

Since this is a very competitive market, marketing a casino game can be very difficult.

Especially if you have no idea what you’re doing.

But don’t worry, we got you covered.

We have put together a guide that will show you the ins and outs of casino mobile game marketing.

You’ll learn:

  • Which casino games rule the top charts
  • Who are the most successful casino game publishers
  • Practical tips for marketing a casino game
  • Ad examples from top casino games
  • Casino game statistics for 2022

Ready to make your casino game a success?

Top 10 Casino Games

Google Play

Here are the top-grossing free casino games on Google Play in the US. (SensorTower, free data)

  1. Jackpot Party Casino Games (SciPlay)
  2. Slotomania™ Slots Casino: Slot Machine Games (Playtika)
  3. Cash Frenzy™ Casino – Top Casino Games (SpinX Games)
  4. POP! Slots ™- Play Vegas Casino Slot Machines! (Playstudios Inc.)
  5. Lotsa Slots (SpinX Games)
  6. Cashman Casino Las Vegas Slots (Product Madness)
  7. DoubleDown Casino Vegas Slots (DoubleDown)
  8. Huuuge Casino Slots – Best Slot Machines (Huuuge Games)
  9. House of Fun™️: Free Slots & Casino Games (Playtika)
  10. Lightning Link Casino Slots (Product Madness)

Apple App Store

These are the top-grossing free casino games on Apple App Store in the US. (SensorTower, free data)

  1. Slotomania™ Slots Casino: Slot Machine Games (Playtika)
  2. Cashman Casino Las Vegas Slots (Product Madness)
  3. DoubleDown Casino Vegas Slots (DoubleDown)
  4. Jackpot Party – Casino Slots (Phantom EFX)
  5. Bingo Blitz (Playtika)
  6. Cash Frenzy™ Casino – Top Casino Games (SpinX Games)
  7. Lightning Link Casino Slots (Product Madness)
  8. World Series of Poker (Playtika)
  9. POP! Slots ™- Play Vegas Casino Slot Machines! (Playstudios Inc.)
  10. Jackpot Magic Slots (Big Fish Games)

5 Tips for Marketing a Casino Game in 2022

Want to put your casino game on the map? Here are some actionable tips for marketing a casino game you can try right now!

casino game players types

1. Understand Different Types of Casino Players

When it comes to marketing a casino game, you first need to know who’s your audience and what motivates them to play.

Here are the types of casino players you need to differentiate in order to target them successfully.

Excitement Casino Players

For these casino players, it’s all the excitement. They’re not motivated by winning so much as by the thrill of playing casino games. When marketing to this type of casino players, you need to highlight that your game is exciting and all about having fun.

Relaxation Casino Players

Just like many other gamers, these casino players just want to pass the time and relieve the stress of their daily lives.

Social Casino Players

For many casino players, the social aspect of casino games is very important – they want to play with friends or against other users.

Multipurpose Casino Players

Finally, there are casino players that like all of the above – excitement, relaxation, as well as the social aspect of casino games.

mobile game video ads

2. Choose Creatives Wisely

Marketing a casino game is all about creatives – it’s what can make or break your mobile game.

Since casino mobile games are oftentimes virtual slot machines Las Vegas is famous for, your creatives should reflect that. It’s all about bright colors and flashy images that demand user attention.

Use those recognizable layouts of coin-operated slot machines and make it dynamic and exciting. And, of course, don’t forget about the cash – dollar bills and coins are what attracts casino players.

When possible, localize your creatives – that allows you to reach a worldwide audience. This is particularly important for your ad copy. Translate it in different languages and optimize the text so that it’s culturally relevant.

mobile game ads split testing ab

The final advice for casino game creatives is testing. Be diligent when it comes to A/B testing because that’s the scientific way of evaluating the performance of your creatives.

After you create dozens of variations and extensively test them, you’ll notice the different patterns that emerge. For example, you might find that creatives using red, blue, and yellow color perform better. And that 15-second video ads convert the most users.

That type of data will allow you to come up with a winning formula for creatives that works every single time.

facebook lookalike audience

3. Audience Segmentation: Target Lookalike Audiences on Facebook

Finding and acquiring high-quality users is an essential part of marketing a casino game and profiting from it. This can be done by targeting lookalike audiences.

Here’s how it works.

Put simply, lookalike audiences are audiences who are very likely to be interested in your casino mobile game because they resemble your existing user base.

The key is to identify users who have spent some money (high LTV users) and those with high engagement, i.e., users who are actively playing your game.

You need to upload your mobile game’s user data into Facebook and identify what your users have in common – interests, traits, behaviors, demographics, location, etc.

Then you target users who ‘look’ similar to your high-quality users.

Facebook allows you to create up to 500 different lookalike audiences, and you can exclude certain audiences.

Lookalike audiences should be smaller since you’re targeting a very specific group of people.

However, even though it’s small, that audience will have a high interest in casino games. This makes it effective and cost-efficient. It results in acquiring high LTV users that are more likely to spend in your game and become loyal players.

However, CPIs tend to be higher for lookalike audiences.

But on the other hand, unlike broad audiences, small lookalike audiences result in higher CTR and improved ROAS.

app store optimization graphic

4. Use App Store Optimization to Your Advantage

The casino mobile game market is crowded – it can be very lucrative and many developers want a piece of that cake.

That’s what makes it so hard to stand out among thousands of casino games in the app stores.


Be smart about app store optimization.

Don’t think that following some basic app store optimization tips for mobile games will do the job.

You probably already know that attention-grabbing visuals are very important – your game’s icon, trailer, screenshots. Choosing the right game title, keywords, and description is also essential.

All of that is fine and dandy, but you need to take it one step further.

marketing a casino game app store optimization

App Store Optimization is a Science, Not Art

Instead of doing guesswork, you need to study what your competitors are doing and test everything.

Even though ASO does require creativity, it all boils down to science and data.

Designers might be convinced the design is perfect, but testing can show they were wrong. Relying on your instincts is not a smart strategy when it comes to ASO.

Let’s take game icons as an example.

You have probably noticed that most casino mobile game icons look pretty similar. Images of colorful slot machine reels, playing cards, and a general Las Vegas-esque vibe is prevalent.

In fact, there are even greater similarities amongst other mobile game genres. Do sideways portraits of angry dudes screaming sound familiar?

Here’s the thing.

Game icons are mercilessly A/B tested, especially if we’re talking about top mobile game publishers.

Nothing is left to chance.

gamerefinery icon analysis mobile game test

There are even tools that can analyze the design, style, and colors of your icon and tell you how good it is according to the game genre.

So it’s no wonder that when a winning design formula emerges, it becomes a trend and everybody copies it.

Even though it’s not that original, it makes sense that slot machine reels would be appealing to casino gamers. A/B tests have proven that.

That’s why it’s smart to keep up with casino trends. However, that doesn’t mean you can’t put your spin on it and make it stand out. Pun intended.

Another example is casino game titles. You’ll often find words like “slots”, “spin” or “roll” in casino game titles. That’s because those keywords work – it’s what users search for in the app store.

monopoly bingo casino game

5. Partner Up with Established Brands

As it was mentioned before, this is a very competitive market. New casino mobile games are launched on a daily basis.

Luckily, there’s another trick you can use to gain an advantage over your competitors – team up with popular brands that have a large following.

By doing that, you leverage established brands to make your casino game a hit. When users see a brand they love and trust implemented in a new casino game, they’re inclined to install it.

Here are some examples of casino mobile games that did just that:

  • Monopoly Bingo
  • Wizard of Oz Slots
  • CSI: Slots
  • Game of Thrones Slots Casino

Wondering how to get a famous brand to partner up?

Ask. It’s that simple.

I can hear you say, “We’re an indie game studio, there’s no way we’ll get a famous brand to team up with us.”


Tiny Rebel Games, an indie game studio, got permission from the BBC to create a game based on Dr. Who.

Can you guess how they did it?

Yes, they asked.

BONUS: Legal Knowledge Is Essential for Casino Games

Casino mobile game developers are met with many challenges other developers don’t have to think about.

When it comes to real-money gambling, you need to make sure your casino game is in line with all state and federal laws.

Since different countries have different legal jurisdictions when it comes to gambling, it’s crucial that you equip yourself with legal knowledge. It is even recommended that you consult an attorney with experience in this field.

When it comes to the U.S., real-money gambling online is legal in only 3 states, Delaware, Nevada, and New Jersey, according to attorney Martin D. Owens who specializes in the U.S. gaming law.

So how do casino game publishers get around some of these hurdles?

Well, oftentimes, changing game mechanics only slightly can be enough for your game not to fall under the technical definition of gambling.

It’s also a good idea to have multiple versions of your casino game so that every different version complies with the specific laws of a country. This ensures that your product will be 100% legal and safe for users.

For example, PokerStars has as much as 11 versions of the same game.

marketing a casino game ad examples 2020

Marketing a Casino Game: Ad Examples from Top Casino Games

One of the best ways to become successful at marketing a casino game is by learning from leading casino game publishers.

In the following section, I dissect ad examples from top casino games. You’ll find out what kind of advertising techniques are used in these ads and why they’re so effective.

Zynga Poker

Video Ad Breakdown

Platforms: Facebook, Instagram, Audience Network

Duration: 00:30

This is a classic ad for poker casino games. It’s pretty simple and straightforward – there’s a poker table, recognizable casino music, and big rewards.

An important aspect of social casino games is playing against friends or other users. That’s what makes virtual poker fun.

This is very clear in the ad, as we’re shown real users who are behind that poker table.

Since there’s no real money in Zynga’s Poker, the gameplay is all about performance, accumulating rewards (chips, money, etc.), and in-app purchases that unlock new features. Poker players are motivated by making progress and wanting to master this game.

All of that should be highlighted in casino game ads.

The end of Zynga Poker video ad shows a player who has just won $1,045,000,000 which is very alluring to all poker players.

This Zynga Poker video ad focuses on one important aspect of playing poker – the art of bluffing. It puts users’ poker skills to the test by challenging them to spot bluffs in the game.

That dare is communicated directly to users which makes them install the game immediately.

The third example of a Zynga Poker video ad is all about mobile game influencer marketing. There’s a series of ads featuring famous comedians playing poker and giving advice to other players.

Granted, if your marketing budget is limited, you’re probably not going to be able to get high-profile influencers to promote your casino game. However, there are micro-influencers you can team up with and make your game more attractive to users.

zynga poker casino game ad copy example 2020

Zynga Poker Ad Copy Analysis

Let’s start with some examples:

  1. It’s all part of the game. Can you spot the biggest bluff at the table?
  2. Enjoy the game of poker with millions of players! ♠️♥️♣️♦️
  3. Practice to become a pro. Become a pro with Zynga Poker. Just like magic.
  4. Words of wisdom from the kings of comedy and the poker table. Raise!
  5. Hit the tables with 1,000,000,000 FREE CHIPS!

When writing an ad copy for your social casino game, focus on the most interesting and unique features of the game.

You can see that clearly in Zynga Poker ad copies.

The first ad copy focuses on bluffing, which is a big part of poker – it challenges players to spot the biggest bluffs.

The second ad copy highlights the multiplayer feature of the game – poker players want to play against real users.

The third ad copy speaks to the end goal of every poker player – to become a pro – and suggests Zynga Poker is the perfect way to practice and achieve that.

The fourth ad copy is about offering advice from famous comedians who play poker and recommend this game.

Finally, the fifth ad copy is all about attracting users with free rewards – chips are the most valued possession in poker games.

House of Fun

Video Ad Breakdown

Platforms: Facebook, Instagram, Messenger, Audience Network

Duration: 00:16

This video ad is all about creating excitement, and that is achieved by using several different techniques.

First of all, the video ad is visually stunning and unique – it’s colorful, well-designed, and full of fun effects that keep your eyes glued to the screen.

What Playtika does really well with its social casino games is incorporating those recognizable slot machine visuals, but making them unique and exciting. That’s very clear in their video ads and it makes them stand out.

In this video ad, you can see their Fairy Bliss slot machine which is full of unicorns, magic mushrooms, shiny crowns, and of course, lots of coins. There are actually 777 different slot machines from famous Las Vegas Strip casinos in the game.

Sound is also important for casino video ads. You can hear the slot machine and coins, which is triggering for casino players.

The key is to give the users the experience of being in one of those Las Vegas casinos – feeling that thrill without having to leave their home. That’s the main draw of casino mobile games.

house of fun casino game ad copy

House of Fun Ad Copy Analysis

Here are some ad copy examples from Playtika’s House of Fun:

  1. The Next Jackpot is Ready to ★POP★! 💰💰💰
  2. NEW HOF Album is Finally HERE❗Collect Cards 🎴 Complete Sets 👉 WIN HUGE 🎁 PRIZES. NEW: Prizes, Star Market, and a Joker🔥
  3. Come Back to the FREE SLOTS of FUN! The Next Jackpot is Ready to ★POP★

Each ad copy is designed to draw user attention and make them excited about the game.

One technique is using attention-grabbing keywords that speak to casino players. In this case – “jackpot”, “win”, “prizes”, “free slots”, “win”. You can also notice the strategic use of all caps and emojis.

It’s important to highlight new features and exciting game content – you can see that in the second ad copy.

In the third ad copy, you can notice it’s designed to get players to come back. It’s targeting users who have already installed the game but haven’t played in a while.

Lucky Day

Video Ad Breakdown

Platforms: Facebook, Instagram, Audience Network, Messenger

Duration: 00:26

Lucky Day ads are very different from Zynga Poker or House of Fun ads. That’s because this game allows players to win real money as well as rewards like Amazon gift cards.

That’s why the approach to ads is totally different – it’s all about the money.

Just look at the first scene of the video ad – a huge package full of bills that’s being opened right in front of our eyes. That’s something that will grab anyone’s attention immediately.

Then there are a couple of scenes of people winning real money by playing Lucky Day.

What makes this part of Lucky Day’s video ad so effective is that it shows real, ordinary people winning that money. This makes winning a real possibility for users who are watching the ad – users can see themselves in those people.

That’s essential for marketing a casino game that offers real cash prizes.

Since Lucky Day is based on raffles, lotto, and scratch cards players, you can also see the gameplay in the ad – the person scratching the card on their phone. Notice that it’s once again a real person with a real phone, not an animation.

Another prominent feature of all Lucky Day video ads, including this one, is captions.

In this case, it’s “I can’t believe it”. Others include, “Big winners every minute”, “What is she doing?”, “Shhh, I’ve won this much so far”. The purpose of the captions is to draw attention to the ad as well as create intrigue and excitement.

The outro scene states that Lucky Day is “giving away $12 million” and invites users to “download now”. This is a powerful call to action since real money is at stake.

lucky day casino game ad copy

Lucky Day Ad Copy Analysis

What’s interesting is that, at the moment, Lucky Day uses the same ad copy for all their video ads.

“I play every morning. ♥ ♥ ♥ this app!” – Parker C.

This is the same thing we’ve talked about in the video ad breakdown – it highlights real people who play this casino game.

However, it is recommended that you create more than one ad copy for your video ads.

Casino Mobile Game Marketing Statistics You Need For 2022

Marketing a casino game is all about data. It’s the way to gain an advantage over your competitors.

That’s why we have put together a large list of statistics that will help you benchmark your casino game.

In this section, you’ll learn about the following statistics for these casino mobile game metrics:

Data: GameAnalytics

Casino Mobile Game User Retention Statistics

Getting a lot of installs for your casino game is one thing, but the tricky part is getting users to keep playing.

That’s what makes user retention so important.

Since user retention is typically measured after days 1, 7, and 28, we’re going to focus on statistics for those days.

day 1 user retention statistics for casino games in 2021

Day 1 User Retention Statistics for Casino Games

In general, if a game has 35% day 1 retention or above, that’s considered really good.

The top 2% of casino games started off 2020 with a strong day 1 retention of 69.62%, and it hadn’t really strayed away from that too much, averaging at 60.37% for the whole of 2020.

Day 1 retention stayed pretty flat for all the remaining casino game categories. For the top 25%, it averaged at 34.12%, the median 50% averaged at 25.38%, and the bottom 25% averaged at 16.38%.

day 7 user retention statistics for casino games in 2021

Day 7 User Retention Statistics for Casino Games

As you might already assume, day 7 user retention is lower than day 1 retention for all game genres.

Players often lose interest after a few days of playing, which is why it’s hard to get them to keep playing for a week or more.

Considering casino games can get pretty repetitive, it’s crucial to add new content regularly – that can prevent users from getting bored.

The top 2% of casino games had better day 7 retention in the second half of 2020. Until June, it ranged between approximately 30% and 36%, while it went up to a range between 33% and 40% in the second half of 2020, making the annual average of 35.52%.

As with day 1 retention, day 7 retention remained fairly stable for other casino game categories. 

Average day 7 retention for the top 25% was at 13.75%, for the median 50% it was 8.15%, and for the bottom 25% of casino games, it amounted to only 3.46%.

day 28 user retention statistics for casino games in 2021

Day 28 User Retention Statistics for Casino Games

Retaining users after day 1 or day 7 is one thing, but retaining them after day 28 is a different beast.

All game genres, including casino games, see a huge drop in user retention after day 28.

Day 28 retention for the top 2% of casino games looks somewhat similar to that of day 7, just on a smaller scale. The yearly average was at 24.78%, and in the second half of 2020 it reached high percentages like 32.24% in August and 30.45% in November.

For the top 25% of casino games, the yearly average was at 6.95%, with a slight slump in Q2 when it reached a low of 6.15%.

There were no bigger changes for the median 50% and the bottom 25% of casino games that had yearly day 28 retention averages of 3.22% and 0.16%.

average session length tatistics for casino games in 2021

Average Session Length Statistics for Casino Mobile Games

Although average session length is dropping each year for all categories, there’s no worry for casino games.

This genre has a significantly higher average session length than all other mobile game genres.

Here are some numbers.

Average session length for the top 2% of casino games was relatively stable until June, when it got set off course and started declining. The yearly average was at approximately 59 minutes, and the lowest point was at 43 minutes in late November.

Session length for the top 25% of casino games was between 15 and 14 minutes in the first half of the year, and between 14 and 12 minutes in the second half of the year.

The median 50% of casino games were at 8 minutes in the first half of 2020, and went down to 7 minutes in the second half.

Session length for the bottom 25% of casino games was steady at 5 minutes throughout the year.

arppu tatistics for casino games in 2021

ARPPU Statistics for Casino Mobile Games

Average revenue per paying user is another crucial mobile game metric. It has a direct influence on the revenue you earn from your casino game.

Overall, ARPPU is getting lower for all genres year over year. The genres that still have a very high ARPPU are multiplayer, role-playing, and strategy.

For the top 2% of casino games, ARPPU was $66.78, on average, throughout 2020. It went from the highest value of $95.44 in February, to the lowest of $49.25 in December.

The remaining categories of top 25%, median 50% and bottom 25% casino games averaged at $18.18, $10.92, and $5.75 respectively.

arpdau tatistics for casino games in 2021

ARPDAU Statistics for Casino Mobile Games

Just like we saw with ARPPU, mid-core genres are the most successful when it comes to ARPDAU, more specifically, roleplaying and strategy games.

For the top 2% of casino games, the average ARPDAU in 2020 was at $1.61 with a drop off in the last quarter of 2020. The highest ARPDAU for the top 2% of casino games was at $4.41 in late April.

The ARPDAU for the top 25% of casino games averaged at $0.22 throughout 2020, doing best in Q2 and Q3. 

The situation wAs similar for the median 50% that averaged at $0.10, and the bottom 25% had the flattest line with an ARPDAU average of $0.04

conversion tatistics for casino games in 2021

Conversion Statistics for Casino Mobile Games

Conversion data tells you what is the percentage of users that made a purchase that day.

The conversion rate for the top 2% of casino games was all over the place. In Q1 of 2020, it was mainly . In April, it soared to 46.72% and then held steady between 35% and 40% until October when it dropped to 16.58%, and went even lower in December with 10.84%.

Overall, the yearly average for the top 2% of casino games was at 30.10%, despite ending the year at 10.84%.

The top 25% of casino games had an average conversion rate of 1.37% with no big fluctuations over the year.

The same goes for the median 50% and the bottom 25% of casino games that averaged at 0.88% and 0.49%.

CPIs in Tier 1 Countries for Casino Mobile Games

This is an average CPI and the data comes from ChartBoost. 

casino game cpi tier 1 countries cost per install

Final Thoughts on Marketing a Casino Game

Now we want to hear from you!

What do you think is the most challenging part of marketing a casino game? Do you need any help?

Let us know in the comments below.

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About Udonis

Udonis is an independent full-service mobile marketing agency that acquired more than 200,000,000 users for mobile games since 2018.

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