v0.1Released 10 November 2026

The iGaming Marketing Power Map

A reference for operators, affiliates, suppliers and investors: the 62 channels a betting or casino brand uses to win and keep players, drawn as a wheel instead of a funnel.

The wheel

Five arcs around one axle

A funnel ends at the first deposit. A wheel does not end: each arc feeds the next, and Advocacy feeds Brand again. Pick an arc to see its channels, or the ring in the middle for the axle that every arc runs on.

The wheel turns clockwise. Each mark outside the ring is one channel: the nearer the rim, the closer it is to pure performance. The ring of blocks in the middle is the axle.

1, pure brand, paid for reach 5, pure performance, paid per outcome

    The friction layer

    Eight levers that slow the wheel

    Regulation does not take channels off the map. It adds friction to them, market by market. These are the eight levers regulators pull: what is in force, what is proposed or contested, and the kinds of channel each one hits.

      I have not tied the levers to individual channels yet. Until I can do it reliably, each channel carries its own regulatory flags in its row on the wheel.

      Benchmarks

      What a first deposit costs, where anyone has published it

      One source publishes share, cost, speed and payback by channel bucket. It is a vendor, so I grade it C and print it as it stands.

      The last row is the finding. TV and sponsorship sit in one bucket with referral, and no published source gives that bucket an acquisition cost, a speed or a payback. The brand side of the wheel is still bought without a public benchmark.

      Known gaps

      What this version does not know

      Version 0.1 has holes. I would rather list them than hide them.

        If you can close one of these, the form below is the fastest way to tell me.

        Help fix it

        Suggest a channel or a correction

        Tell me what is missing or wrong, and where you read it. I check every suggestion against its source before it goes into a version.

        Versions

        Version history and what is next

        • v0.110 Nov 2026

          First release: 62 channels in five arcs, 9 enablers at the axle, 8 regulation levers and the first benchmarks.

        Next

        • v0.2Planned

          A page for every channel, with examples by market.

        • v0.3Planned

          The regulation layer by country.

        • v1.0Planned

          The brand-demand gauge at the axle, fed by live data.

        Each version goes out by email on the day it ships. Get the next version by email

        Every version of the site and its artifacts is in the changelog.