Free spins, free bets, cashback — for the player, these are appealing perks; for the operator, they are a significant cost. Generous promotions can quickly boost traffic, but they also erode margin and create the risk of operating at a loss. The key lies in precise mathematics: how to calculate a bonus so that the player stays engaged, while the business remains profitable.

What is a bonus for the player — and for the operator?
For the player, a bonus is “extra” money to try a game without risk. For the operator, it is an investment in attracting or retaining a user, which should pay off through bets.

Bonuses are not just gifts. They are a managed financial tool, whose effect depends on multiple variables — from wagering requirements to the RTP of the game where the free spins are applied.

What determines the cost of a bonus?
Suppose an operator gives 100 free spins on a slot with a 96% RTP, with a €0.10 bet. At first glance, it seems like a €10 giveaway, but:

• Expected return for the player: 100 × €0.10 × 96% = €9.60
  
• Expected “loss” for the operator: €10 − €9.60 = €0.40
  

So, theoretically, the operator “loses” €0.40 per bonus. In practice, many players do not use the full bonus, fail to meet wagering requirements, or lose their winnings afterward.

How bonuses affect margin
Margin in gambling is the percentage of profit from the total volume of bets.

When an operator launches an aggressive bonus campaign, it can:

• Increase the number of bets (through higher traffic and activity)
  
• Simultaneously reduce profitability (due to the “free” money)
  

If bonus terms are calculated incorrectly, the operator can run at a loss, especially if players engage in low-risk strategies like even-chance betting or bonus hunting.

Common mistakes in bonus management

1. Too low a wagering requirement
   A 10x playthrough on cashback or free bets is a gift for experienced players. Such a bonus can be easily “cashed out” without giving profit to the operator.
   
2. Inappropriate games for the bonus
   Free spins on a slot with 97% RTP and low volatility. Players receive stable returns, while the operator suffers a loss.
   
3. No GEO or profile restrictions
   Bonuses may attract the wrong users — for example, bonus hunters, multi-accounters, or arbitrage players.
   

How to measure bonus program effectiveness
Key metrics:

• EV of the bonus (Expected Value): shows the average cost of one bonus to the operator.
  
• ROI of the bonus campaign: how much each invested euro brings back. If ROI < 1, the bonus is ineffective.
  
• LTV of the acquired player: how quickly the bonus pays off. Sometimes a “negative” bonus can be profitable if the player stays long-term.
  

How operators manage bonuses wisely

• Flexible segmentation: new players receive registration bonuses, VIPs get cashback, reactivated users get personalized free spins.
  
• Restrictions and protection: geo-filters, restrictions on high-risk games, monitoring for abuse patterns.
  
• A/B testing and analytics: what works better — 50 free spins or 100% deposit bonus? Only data can give the answer.
  

Conclusion: why bonus mathematics is key to success
So how do bonuses affect margin? Directly. Each bonus is a bet on the future. It can either increase player LTV and bring profit, or erode margin and hit financial results.

For operators, it is crucial not just to distribute bonuses, but to calculate each promotion precisely. Otherwise, the business risks turning into charity.

For players, a bonus is an opportunity — but one with rules that must be understood. Often, behind what seems like a free perk, there are real wagering conditions.

The world of search is changing: today, users can see your website without even typing a query into Google. This is all thanks to Google Discover — a personalized feed that shows articles, videos, and news based on user interests. For affiliates, this opens up a unique opportunity to gain free, targeted traffic and strengthen their brand presence.

What is Google Discover?

Google Discover is a personalized recommendation feed visible to every Google user on their smartphone — in the Google app, Chrome, and other services. Unlike search, Discover suggests content on its own, tailoring it to each person’s interests. The feed displays not only news but also evergreen content, which remains relevant for a long time.

How Does Google Decide What to Show?

Discover works similarly to social media by analyzing user behavior and interests. It takes into account:

• Search history (what users have searched for previously)
  
• Activity on YouTube, Google Maps, and Chrome
  
• User location and local interests
  
• Personal interest profile built from overall Google activity
  

Why Does This Matter for iGaming Affiliates?

In the iGaming industry, traffic is fuel. The higher the cost per click, the fiercer the competition for every second of user attention. Discover helps you go beyond paid traffic and reach an audience that hasn’t searched for your product yet but is potentially ready for it.

Here’s why affiliates should pay attention to Google Discover:

• Free traffic that comes to you. Once your site appears in Discover, it can get thousands of impressions and clicks without any ad spend. This is especially valuable for affiliate projects, where every click impacts revenue. Traffic peaks usually last 3–5 days, but during this time, you can capture the attention of tens of thousands of users.
  
• Attracting a new audience. Discover exposes your content to people who might not have found you otherwise. This is your chance to convert “cold” traffic into engaged leads.
  
• Brand recognition. The more often you appear in the recommendation feed, the higher the chance users will remember you. In iGaming, trust in the source directly affects conversions and user engagement.
  
• Revenue growth. Discover brings in an audience already interested in the topic, which can increase leads, ad views, and ultimately affiliate commissions.
  

How to Get Featured in Google Discover

Google decides what to show, but certain factors increase your chances:

Technical Requirements:

• Indexed pages (accessible to Google)
  
• Responsive design (works well on any device)
  
• Fast loading speed (optimized images, minimized code)
  
• Minimal intrusive ads and pop-ups
  
• High-quality images (at least 1200 px wide) with the meta tag max-image-preview:large
  

Content Requirements:

• Unique, useful, and accurate content (no copy-paste)
  
• Demonstrated expertise (E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness)
  
• Topics relevant to your target audience (use Google Trends, Exploding Topics)
  
• Content updates (refresh articles with new data)
  
• Clear, precise, and non-clickbait headlines
  

Content Restrictions:
Google strictly monitors Discover content. Prohibited materials include content that:

• Incites hate
  
• Contains fake news or misinformation
  
• Offends people
  
• Covers 18+ topics
  
• Promotes violence, cruelty, or unhealthy lifestyles
  

How to Know If Your Site Appeared in Discover

Google Search Console provides a special Discover report (available when your site has enough impressions). It shows which content appeared in the feed, along with impressions and clicks.

Why Discover Is Especially Important for Affiliates Now

Many traditional traffic sources are becoming more expensive and less effective. Discover allows you to reach audiences through new channels without increasing ad spend. Moreover, Google’s algorithms actively promote quality content, letting small sites compete with large players.

Conclusion

Google Discover is not an alternative to SEO, but a powerful complement. It is an additional channel for attracting users, leveraging trust and audience interests.

Want to know which topics are trending and how to get into Google Discover? Contact the affiliate managers at Samurai Partners — we’ll guide you on creating content that drives traffic and boosts your revenue.