Beyond the Basics: Converting IPL Traffic into High-Value Affiliate Revenue

In this second instalment of our exclusive series with PIN-UP Partners, we explore advanced strategies for maximising ROI during cricket’s most lucrative season.

The opening matches of IPL 2025 have already shattered viewership records, with digital platforms reporting unprecedented engagement across India and surrounding markets. Building on our first article where we covered the fundamentals of tapping into cricket’s passionate audience, we now turn our attention to the critical question that separates profitable campaigns from money-draining experiments: what actually converts?

What traffic sources actually convert?

If done right, IPL campaigns can perform well across a variety of sources. In fact, in this GEO, even conditionally free traffic sources (local TikTok-style apps) are showing solid results. But if you’re just getting started or want to scale smart, here are the top sources to prioritise:

Cricket-focused platforms

Cricket is the main traffic driver in India, and websites dedicated to the sport are some of the best entry points for reaching highly engaged users. Sites like Cricbuzz, Cricket World, Flashscore, or Sofascore — these aren’t just scoreboards; they’re content hubs packed with insights. These platforms show how top Indian operators run their funnels and creatives. A common pattern:
●      Simple message (usually centered around a welcome bonus)
●      Recognisable player images or team’s logos
●      Static visuals + dynamic elements (team logos, odds, match countdowns)

You can build your own creatives using the same playbook. And if you need a hand with visuals or ad logic, just reach out to your manager or message us directly on Telegram — we’re happy to help.

Twitch or Kick

Influencer marketing has proven its strength in the betting vertical — and in cricket, it performs exceptionally well. Just look at the 2023 IPL final: it broke the record for simultaneous live streams with 10.7 million viewers on Hotstar, highlighting the surging popularity of cricket streams.

These streams aren’t just about watching — they’re highly interactive. Viewers discuss match moments, break down bets, and get emotionally invested in what’s happening on-screen. One of the most effective conversion formats is live betting during the stream, where the streamer explains their picks and reacts in real time. It creates a powerful sense of connection and authenticity.

For new users, this format also removes a lot of friction — they get to see how betting works in the moment, making it feel more accessible and exciting.

Facebook (Meta)

The classic that never dies. Facebook still crushes it in India and Bangladesh — no surprise there. The platform works especially well when you combine trending IPL match hype, familiar player images, and emotionally-driven messaging. Test different formats — static banners, videos, carousels — and FB can easily become one of your top sources of cricket traffic.

To help you get started, here’s a quick cheat sheet for campaign settings:

Target age & devices

Broad segments: 23–64, 24–64, 25–64

Narrow segments: 21–45, 23–55

Devices: Android 8.0+ / iOS 13.0+ (or Android 9.0+ depending on the offer)

Top Indian regions to target

Andaman and Nicobar Islands, Andhra Pradesh, Assam, Delhi, Gujarat, Haryana, Kerala, Maharashtra, Nagaland, Odisha, Rajasthan, Tamil Nadu, West Bengal, Daman and Diu, Goa, Bihar, Madhya Pradesh, Uttar Pradesh, Chhattisgarh, Telangana.

And don’t forget about big cities like Mumbai, Delhi, Bangalore, and Hyderabad, where income levels are higher and users tend to spend more.

Formats:

●      PWA – works the same way it does in other GEOs. Same pros and cons.

●      APK – believe it or not, even in 2025, many Indian users still prefer downloading APKs out of habit

ASO

Working with ASO is hands down one of the easiest and most effective ways to bring in high-intent users. A well-optimised app page — with the right description, keywords, ratings, and visuals — can generate a ton of organic traffic.

The key is to leverage the hype around IPL. Mention popular teams and players in your title and keyword strategy, use dynamic match-related screenshots, and make sure your visuals are clean and eye-catching.

Don’t overlook search queries related to competing apps, both local and offshore. Interesting to know that offshore brands often have a higher trust level among local users, mostly because people assume these platforms are safer. That’s important to keep in mind when selecting your ASO keywords.

Some of the most-searched offshore brands in India include: Betway, 1xBet, Parimatch, Dafabet, Bet365, Melbet, Stake, 10Cric, BetOnline, Bovada, Rajabet.

On the local side, things get trickier. Online betting laws in India vary by state — and in many places, it’s not legal at all. That’s why platforms like Dream11 (fantasy sports) are crushing it. Users create virtual teams made up of real players and earn money based on how their picks perform.

Fantasy sports in India operate in a regulatory gray area — in many states, they’re considered skill-based games, not gambling. This loophole has opened the door for other platforms like My11Circle, MPL, and Gamezy, which also let users win real money through predictions. Keywords tied to these platforms are also worth targeting in your ASO strategy.

SEO

SEO is one of the most profitable traffic sources in betting. The Indian market is far from saturated, which means there’s still a chance to grab your spot in the GEO without the high costs for traffic acquisition you’d face in other Tier-3 countries.

What makes it even better is Google’s recent push to support smaller, local languages. In 2024, they launched several programs promoting content in regional languages, opening a window of opportunity if you’re thinking of launching non-English sites. Search volume is still growing in these languages, but this is a trend worth getting in on early.

If your focus is on English-speaking users, we’ve put together a list of hot keywords just for you (you can get more high-converting keywords and full SEO guidance from your manager).

Which landing & pre-landing pages should you use?

If there’s one thing years of experience in betting traffic have shown, it’s this: building your funnels around key events is one of the most effective ways to boost ROI. The IPL is a prime example. The strategy is simple — look ahead at the tournament calendar, pick out the most important matches (the season opener, major rivalries, or playoff games), and tailor your funnel to those games.

This gives your creatives and messaging a real-time edge, tapping into the excitement that’s already building among fans. If you don’t have the latest match calendar, your PIN-UP Partners manager can help — or you can grab it from the official IPL website.

To save you time, we’ve already prepared top-performing landing pages tested specifically for this IPL season. The early conversion data — off the charts.

How to make the most of IPL 2025

The IPL is one of the biggest traffic moments of the year in India and surrounding GEOs. And if you play it right, it can become your most profitable season. Here’s how to make the most of it:

Go mobile-first

IPL is a mobile-heavy event — over 92% of internet users in India are browsing on smartphones. That means your landing, prelanding pages, and ad creatives need to be optimised for mobile from the ground up. Fast load times, smooth navigation, and a clean, intuitive interface all directly impact your conversions and user retention.

Focus on retention, not just acquisition

If your funnel allows for any kind of direct interaction with users (push notifications, emails, in-app messages), use it to your advantage. After the IPL ends, it’s common to see some churn — users drop off once the big event is over.

But that drop isn’t inevitable. At PIN-UP Partners, we help extend user value by offering one of the broadest cricket lines out there, covering nearly every global event. Plus, we transition users into other verticals — crash games, slots, and live casino — keeping them active long after IPL ends. If you can mirror that approach in your retention strategy, your LTV will benefit big time.

Think local — especially with language

While English is widespread, India is a patchwork of languages and identities. Speaking to users in their local language can have a massive impact on trust and conversion. For example, running Bengali-language campaigns for fans of the Kolkata Knight Riders can create a stronger emotional connection — and higher engagement.

Even something as simple as localizing a few headlines or key phrases can drive better results, especially in regions where identity and culture are tightly tied to the team they support.

Use emotionally-driven creatives

In India, cricket is more than a game — it’s a shared national passion. The best-performing creatives are those that lean into this emotional connection. Show the thrill of a game-winning play, the joy of a fan celebrating, or the excitement of a live match moment.

And don’t forget bonuses — Indian users love bonus offers. Combine the thrill of cricket with the promise of a reward, and you’ve got a recipe for serious engagement.

Seize the moment — the timing is perfect

2025 is a unique moment to enter the Indian market. Right now, competition is still manageable, cost per lead is low, and the demand for high-quality betting products actually exceeds supply. That’s not something you see every day.

On top of that, many Indian users are wary of local platforms, thanks to a history of scams and unreliable services. International brands — especially those with a solid reputation — are seen as more trustworthy. That gives you a real advantage if you’re working with a global product that has the right support and infrastructure.

Ready to launch your IPL campaigns?

The new IPL season kicked off on March 22, 2025, and it’s going to run for several action-packed months — with millions of fans glued to their screens.

Sure, there are still a few stereotypes floating around about India: low deposit amounts, high competition, tricky monetisation… But give it another year or two, and people will be looking at this GEO very differently.

The Indian and Bangladeshi markets are booming — and those who get in now will be the ones cashing in later.

Don’t wait for everyone else to take the lead. Jump into our Telegram bot and start milking that cricket traffic for everything it’s worth!