Running iGaming traffic in the US, with Traffic Balance's Anastasiia Gepolova

Anastasiia Gepolova, Head of Marketing at Prague-based media buying studio Traffic Balance, joins Keitaro CMO Ivan Rud in the fourth Behind The Clicks episode to discuss US iGaming traffic. She covers state rules, paid search, player expectations and operator deals.

In this episode

• Gepolova says Traffic Balance began in Europe and the UK and entered the US a few years ago; since the 2018 Supreme Court decision each state sets its own rules (1:30, 2:01, 3:01).

• New Jersey and Nevada allow online and offline betting, some states only in-person, and southern states oppose it; players must be 21 or older, and states tend to work with big licensed operators such as FanDuel and DraftKings (4:00, 4:30, 5:01).

• Search engines need a licence state by state, she says, and paid search clicks can cost up to $100 against big operators; SEO needs sites that suit different cultures (7:04, 7:31, 22:31, 23:01).

• She says 95% of players use mobile, her team targets ages 35 and over for lifetime value, and Americans expect human support, known brands and clear bonus terms (9:02, 9:31, 12:30, 13:02).

• On deals, operators usually start with revenue share, CPA often has traffic caps, US net 30 can mean two months, and large operators ban a thousand-plus keywords (27:30, 28:01, 28:31, 29:02).

• Her team works only with licensed operators, citing responsible gambling; she advises research, expecting early losses, quality over quantity and A/B testing by state (25:31, 34:00, 34:30, 37:32).

Interview from Behind The Clicks by Keitaro Tracker, published on YouTube.