Imagine: you’ve been running ads for a new online casino for a week, gathering interested users, guiding them through the funnel… And then comes the moment of truth – the player makes their first deposit. For you, as an affiliate marketer, this moment is the financial result you’ve been aiming for. It is this first payment that the abbreviation FTD hides, which serves as the foundation of many affiliate programs in the iGaming world.
What is FTD (First Time Deposit) in affiliate marketing?
What is FTD (First Time Deposit) in gambling in simple terms? In short, FTD is the first deposit a new player makes into their gaming account after registration. It is a key conversion metric for an affiliate marketer, signaling that “cold” traffic has turned into a “hot,” paying customer, or, in affiliate slang, a depositing player.
The term comes from classic marketing, where there is the concept of a “first purchase.” It migrated into traffic arbitrage alongside the growth of affiliate marketing, becoming a universal measure of success and the main currency in relationships between the advertiser (casino or sportsbook operator) and the partner (affiliate). Initially, FTD was a simple binary event: a deposit was made – the affiliate received a fixed payout. Over time, its significance has become more complex. Today, advertisers often set conditions: a minimum deposit amount (for example, €30), the use of a specific payment method, or even mandatory account verification before funds are credited. Thus, FTD has evolved from a simple action to a complex but critically important metric that directly affects return on investment (ROI).
Context of FTD in affiliate marketing and iGaming
In traffic arbitrage, FTD is most often a CPA (Cost Per Action) payment model, where the action is the first deposit. The advertiser pays the partner an agreed amount for each referred player who meets the FTD condition. This is the classic and most popular model for beginners, as it is transparent and predictable. Success in FTD arbitrage directly depends on the correct choice of the offer + traffic source + GEO. For example, Brazil is characterized by high stakes, while Argentina or Australia have highly engaged audiences, which opens different opportunities for the affiliate.
Practical application (Case in Point)
Let’s consider a hypothetical but realistic case. An affiliate is testing a niche casino with an offer “FTD = €50” for the France GEO. SMS campaigns are chosen as the traffic source. An SMS text is created focusing on easy registration and fast withdrawal. Next, a reliable SMS service, Netmill, is used, which is perfect for fast and convenient casino SMS campaigns thanks to its user-friendly interface and quality support.
Netmill Case
We take 10,000 SMS for the casino campaign at a cost of €0.04 per SMS, totaling €400.
About 95% of messages are delivered (9,500 SMS), with an 8% CTR resulting in 760 clicks.
Of those who click, approximately 20% register, giving around 152 registrations.
Then, about 30% of registered users make their First Time Deposit, resulting in 46 FTD.
With an average payout of €50 per FTD, the revenue is €2,300, and the net profit after SMS costs is €1,900.
This example demonstrates the importance of tracking not only the final FTD but all stages of the funnel using a specialized tracker.
Tips and hacks to increase FTD conversion
How can you increase the likelihood that a registered user becomes a depositing player? Here are some practical tips:
- Simplify the path to depositUse short links that lead directly to the registration page with a highlighted “Deposit” button.
- Use triggers
The best trigger for the first deposit is a welcome bonus. Create a sense of urgency and exclusivity. - Choose the right payment systems
Each GEO has its most popular payment methods. Make sure to use the method most commonly used by your audienc
- Test and analyze
There is no universal solution. It is necessary to continuously test texts, sender IDs, and calls-to-action.
