How a casino owner can make money in 2023

Online casino structure: what drives profit

Before talking about monetisation, it is important to understand how an online casino business is structured. It is not “a script with games”, but a full system where profit depends on several layers:

• Game portfolio. Slots, live casino, crash games, lotteries and other verticals.
• Platform. Bonuses, tournaments, personalisation, reporting, risk management, KYC/AML.
• Traffic and marketing. Where players come from, acquisition cost and how you retain them.
• Service. Support quality, payout speed, VIP handling, dispute resolution.

A stable platform such as SoftIGaming covers the technical and operational foundation, so the owner can focus on traffic, product and unit economics instead of endless development fire-fighting.

Core earning strategies for a casino owner

1. Bonus policy and promotions

• Welcome packs and free spins. A well-built welcome offer (deposit bonus + free spins) boosts first-time deposit conversion and sets the tone for the player’s future LTV.
• Cashback and rewards. Returning part of the losses, missions and quests increase engagement and reduce churn during “downswings”.

2. Managing RTP and volatility

• RTP control. Working with provider releases and RTP settings allows you to keep margin in the target range without turning the casino into an obvious “black hole” for the player.
• Game volatility. A mix of low, medium and high-volatility slots balances win frequency and size, keeping different player types interested.

3. Marketing and affiliate programs

• Affiliate network. Cooperating with webmasters and affiliates on RevShare, CPA or hybrid deals gives predictable traffic without giant media buying budgets.
• SEO and content. In the long run, organic traffic is one of the cheapest channels. Proper keyword work, localised content, game reviews and promos gradually push down acquisition costs.

4. UX and conversion

• Clean UX. The fewer clicks from landing to deposit and first spin, the higher the conversion. Simple registration, a clear account area and transparent bonus terms are crucial.
• Testing and analytics. A/B-testing promo blocks, landing layouts and registration/deposit funnels increases revenue without changing traffic volumes — by improving conversion on each step.

Affiliate programs: scaling revenue without own traffic

For a casino owner, an affiliate program is a way to scale without building a large in-house marketing team. You set up a transparent payout model (RevShare, CPA, hybrid), provide tracking links and creatives, and then monitor numbers: EPC, FTDs, retention, fraud share.

The SoftIGaming platform allows you to:

• see revenue and GGR per affiliate and per traffic source;
• control traffic quality (player activity, behaviour, chargeback risks);
• flexibly adjust terms and rewards for strong partners.

Launching your own online casino on SoftIGaming

If you start development “from scratch”, it is easy to spend a year and a big budget and still never reach break-even. A platform approach cuts the time-to-market down to weeks instead of months.

SoftIGaming provides:

• a ready back office with reporting on GGR, retention, bonuses and providers;
• integrations with slot and live-casino providers via official contracts;
• a flexible bonus engine (welcome packs, cashback, missions, tournaments, jackpots);
• a module for building and managing your affiliate program.

The owner is free to focus on strategy and traffic instead of “how to plug in a new provider” or “why GGR reports broke after the latest update”.

Casino brand: more than just a logo

By 2023 the market is crowded: players have seen dozens of projects and instantly feel the difference between a random “script” and a live brand. What pays off in the long run:

• Design and identity. Clean interface, recognisable colours and navigation logic directly influence trust and the desire to come back.
• Communication. Tone of emails, push campaigns, support, VIP handling and public reputation across review sites and forums.
• SEO footprint. Guides, reviews and news that build an information field around the casino and generate a steady flow of organic traffic.

On top of SoftIGaming you can build a brand from scratch — from visual identity to promo mechanics — without being locked into a rigid template.