At Samurai Partners, we pay special attention to the selection of GEOs for promoting our products and services. Our focus is on Tier-1 and Tier-2 countries — and this choice is based on several key factors:
- High-quality players: Users from these regions demonstrate high engagement and purchasing power, which supports steady business growth and sustainability.
- Established gambling culture: Many Tier-1 and Tier-2 countries have a long history and strong traditions in gambling, which ensures continuous interest and trust in the products we offer.
- Low fraud levels: Strict legal frameworks and effective regulatory systems in these GEOs significantly reduce the risks associated with fraud.
- Stable payment systems: Reliable and efficient payment infrastructure ensures a smooth user experience and minimizes potential financial losses.
Let’s take a closer look at five of our favorite GEOs: Australia, Norway, Canada, Switzerland, and the Netherlands.
1. Australia
- Population: ~26 million
- GDP per capita: ~$60,443
- Popular devices: Mobile phones and tablets dominate due to high smartphone penetration.
- Gender & age: Over 70% of adults engage in gambling; average player age is 34.
- Popular slots: Big Red, Queen of the Nile, and 5 Dragons are fan favorites.
- Offline gaming culture: Land-based casinos and gaming lounges are widespread and actively operating.
2. Norway
- Population: ~5.4 million
- GDP per capita: ~$75,420
- Popular devices: Desktop and mobile devices are equally popular.
- Gender & age: About 64% men and 36% women gamble; a large share of users is aged 25–45.
- Popular slots: Mega Joker, Starburst, and Gonzo’s Quest are top picks.
- Offline gaming culture: Physical gambling venues are limited, but the state lottery and online gambling enjoy strong popularity.
3. Canada
- Population: ~38 million
- GDP per capita: ~$52,085
- Popular devices: Mobile is the leading platform, especially among women (55% prefer smartphones).
- Gender & age: 54% male and 46% female audience; the 35–55 age group makes up around 40%.
- Popular slots: Book of Ra, Thunderstruck II, and Immortal Romance are widely played.
- Offline gaming culture: Land-based casinos have been legal since 1999 and remain popular, though online gambling is gaining traction fast.
4. Switzerland
- Population: ~8.7 million
- GDP per capita: ~$87,963
- Popular devices: Desktop and mobile usage is nearly evenly split for online gambling.
- Gender & age: Around 60% of players are male; the main age group is 30–50 years old.
- Popular slots: Sizzling Hot, Mega Fortune, and Jackpot 6000 are among the top picks.
- Offline gaming culture: Land-based casinos are legal and widely available, supporting a mature gaming ecosystem.
5. The Netherlands
- Population: ~17.5 million
- GDP per capita: ~$58,061
- Popular devices: Mobile devices dominate, particularly among the younger population.
- Gender & age: About 65% of players are male; most are between 25 and 40 years old.
- Popular slots: Book of Dead, Starburst, and Mega Moolah are favorites.
- Offline gaming culture: Land-based casinos are present, but the recent legalization of online gambling has caused a surge in interest.
Comparing Tier-1 vs LATAM
When comparing Tier-1 markets with LATAM in the context of gambling, Tier-1 stands out in terms of regulation, transparency, and payment systems, while LATAM is leading in market growth, user engagement, and opportunities for operators.
Tier-1 is better for long-term, stable operations, whereas LATAM offers fast growth potential and aggressive marketing options. LATAM’s market is massive, the audience highly involved — but it comes with payment issues and higher fraud risks.
For Samurai Partners, the key difference lies in ROI, launch complexity, and fraud risk.
| Criteria | Tier-1 | LATAM |
| Competition | High – tough entry, expensive leads | Medium – less saturated market |
| Lead cost (CPA/CPI) | High ($50–$200) | Medium/Low ($10–$50) |
| Traffic quality (LTV) | High – players deposit more, stay longer | Medium – many freebie seekers |
| Fraud & chargebacks | Minimal – strong payment regulations | High – frequent chargeback attempts |
| Conversion rate (CR) | 3–7% – financially capable users | 10–20% – easy deposits but lower LTV |
| Regulation | Strict – KYC, licensing, compliance required | Flexible – gray-zone operation often possible |
| Payments | Convenient – Visa/Mastercard, PayPal, crypto supported | Issues – card blocks, unstable options |
| Creatives & funnels | Strict rules – hard to innovate | Freedom to test, aggressive creatives allowed |
| Return on investment | Moderate but stable | High, but with increased risk |
🧠 Samurai Partners’ Conclusion
Choosing the right GEOs isn’t just about geography — it’s a strategic decision about partners and positioning. At Samurai Partners, we build our policy around balancing stability and growth. That’s why we rely on Tier-1 countries as a foundation for long-term development, while treating LATAM as a testing ground for rapid scaling.
We understand that each GEO requires a tailored strategy, level of responsibility, and creative flexibility. In Tier-1, it’s about quality, trust, UX, and legal compliance. In LATAM, it’s all about speed, adaptability, and bold experimentation.
Our real strength is the ability to adapt our strategy to any region — accounting for culture, behavioral patterns, and digital maturity. We don’t just drive traffic — we build bridges between markets, maximizing the profitability of every segment.
🤝 So if you’re looking for a partner who sees beyond the analytics — Samurai Partners is already here.
