Verticals
Social Casino
Free-to-play casino games such as slots, poker and bingo played with virtual coins that cannot be cashed out, monetized through in-app purchases and ads.
Social casino games look like casino products, slots, poker or bingo, but players use virtual coins that cannot be cashed out. Because nothing of real value can be won, most jurisdictions do not treat them as gambling, and ad platforms handle them separately from real-money gambling, usually with lighter rules but still with age restrictions. Check each platform's current policy before launching.
The economics come from in-app purchases of coin packs and from ads, with a small share of payers carrying the revenue. Acquisition therefore optimizes for purchase events and ROAS rather than deposits. For iGaming buyers it is a neighbouring market: the same slot mechanics and often similar creatives, but a different conversion event, and game inventory such as Unity's reaches players who are already playing.
In buyer speech
“On the social casino app we optimize for purchase, not install; payers are a small minority and they carry the whole ROAS.”