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iGaming acquisition research

Organic Growth Funnel Research

Research and models for casino and sportsbook player acquisition, conversion and retention.

Independent papers, funnel analysis and browser tools that show how organic search traffic becomes registered, verified and depositing players, and how to measure each step without fooling yourself.

Explore Funnel Lab View Research Papers

Illustrative organic acquisition funnelOrganic search clicks: 100,000. Landing visits: 68,000 (68% of the previous stage). Registrations: 12,240 (18% of the previous stage). Verified accounts: 8,690 (71% of the previous stage). First-time depositors: 4,171 (48% of the previous stage). Retained accounts: 2,544 (61% of the previous stage). Illustrative model, not measured data.OrganicSearch Clicks100,000startArrive from searchLandingVisits68,000(68%)Read the pageRegistrations12,240(18%)Create an accountVerification8,690(71%)Pass age and IDFirst-TimeDeposits4,171(48%)First depositRetainedAccounts2,544(61%)Active later
Illustrative model built from the site's default inputs, rounded at each stage. Not measured operator data.

10Research papersOn organic acquisition

6Measurement guidesTracking and reporting

6Funnel stagesFrom click to retention

4Markets coveredUK, US, CA, AU

Interactive research tool

Organic Acquisition Funnel Explorer

Explore how organic search traffic converts into registered, verified and depositing players. Change any step and every later stage updates, because each rate is a share of the stage before it.

Open Funnel Explorer

Adjust conversion rates to model different scenarios

  1. Organic Search Clicks

    100,000

  2. Landing Visits

    68,000

  3. Registrations

    12,240

  4. Verification

    8,690

  5. First-Time Deposits

    4,171

  6. Retained Accounts

    2,544

Each rate is a share of the stage before it. Counts are rounded at every stage. Illustrative model, not measured data.

Calculator

Registration-to-FTD Calculator

Model how changes at each stage after the landing page affect the number of first-time depositors.

%

%

%

Estimated FTDs

4,171

12,240 registrations, 8,690 verified

Illustrative: rates you enter, rounded at each stage. Not a forecast.

Calculator

Cost per Registration and FTD

Divide what you spent on organic content by the registrations and first-time depositors you attribute to it.

Cost per registration$0.82

Cost per FTD$2.40

Not customer acquisition cost (CAC), cost per acquisition (CPA) or return on investment (ROI). It excludes costs you did not enter and all revenue.

Per month: $3,333.33 of content investment over the period you chose.

Funnel research

Where Players Drop Off

The step with the lowest rate loses the most people relative to its size. In the default model that is the move from landing page to registration.

Step conversion rate at each funnel stageOrganic Search Clicks 100%. Landing Visits 68%. Registrations 18%. Verification 71%. First-Time Deposits 48%. Retained Accounts 61%. Illustrative model, not measured data.0%25%50%75%100%100%OrganicSearch Clicks68%LandingVisits18%Registrations71%Verification48%First-TimeDeposits61%RetainedAccounts
Bars show the share of each stage that reaches the next one (the first bar is the starting point). Illustrative model, not measured data.

Your scenarios

Funnel Scenario Library

Compare cautious, middle and optimistic rates side by side. The starting values are this site's model defaults, not industry data, so replace them with your own.

Your scenarios. Starting values are this site's model defaults with five points either side. They are not industry benchmarks; replace them with your own figures.
Funnel stepCautiousMiddleOptimistic
Clicks to landing
Landing to registration
Registration to verification
Verification to FTD
FTD to retained
FTDs per 100,000 clicks

Open the full scenario library

Methodology

Our Research Approach

We read regulators, laws and platform documentation, quote them with dates, and build transparent models that you can rerun. We do not use operator data, interviews or surveys, and every illustrative number is labeled.

Learn About Our Methodology

  • Primary sources

    Regulators, laws and platform help pages, each dated

  • Funnel modeling

    Stage-by-stage step rates with rounding stated

  • Market context

    Rules for the UK, US states, Ontario and Australia

  • Editorial review

    Every fact checked against its source before publishing

Latest research papers

Insights & Analysis

Papers on organic acquisition, registration and retention measurement for licensed casino and sportsbook sites. Each one is educational and built on sourced rules and illustrative models.

View All Research Papers

Research desk

Questions about organic funnel measurement?

Send a correction, a source or a question about a model. A person reads every message.

Contact the editors hello@casinoorganicfunnel.online