Skip to main content

iGaming Glossary

What is deeplink?

A deeplink is a specific URL or link that directs users to a particular section or page within a website or application, bypassing the homepage or generic landing pages. In the iGaming industry, deeplinks are often used in affiliate marketing, advertisements, or internal navigation to streamline the user experience by leading players directly to relevant content, such as a specific game, promotion, or registration page.

Deeplinks work by encoding the destination path within the URL. When a user clicks a deeplink, it triggers the system or browser to open the associated app or website and navigate to the exact content specified. This may involve integrating parameters, such as tracking codes, to collect data on the user's journey.

For example:

  • Standard link: www.casinoexample.com
  • Deeplink: www.casinoexample.com/signup?ref=affiliate123

In the example, the user is directed to the signup page, and the referral code tracks the affiliate source.

Deeplinks are used to enhance usability, streamline marketing campaigns, and improve conversion rates. In iGaming, deeplinks are invaluable for:

  1. Guiding players directly to promotions, events, or games.
  2. Tracking affiliate and marketing campaign performance through embedded parameters.
  3. Increasing user engagement by reducing clicks and simplifying navigation.
Read more: What is affiliate marketing?
  1. Affiliate Marketing: An affiliate might promote a specific casino bonus and use a deeplink to send users directly to the bonus claim page. Example: A blogger reviews an online slot and includes a link that takes readers directly to that game.
  2. App-to-app navigation: A push notification for a live poker tournament uses a deeplink to take players straight to the tournament lobby.
  3. Social media campaigns: An Instagram ad promoting a first-time deposit offer includes a deeplink that directs users to the registration form with the bonus pre-applied.
  1. Improved user experience: By removing unnecessary steps, deeplinks ensure users reach their desired content faster.
  2. Higher conversion rates: Direct access to targeted content reduces drop-off points in the user journey.
  3. Enhanced tracking: Embedded parameters allow detailed performance analysis of campaigns and affiliate efforts.
  4. Personalized marketing: Deeplinks can be tailored to individual users, making offers more relevant.

For iGaming brands:

  1. Integrate analytics tools to monitor the performance of deeplink campaigns. Platforms like Google Analytics or proprietary tracking solutions can help assess click-through rates and conversions.
  2. Optimize links for mobile devices, ensuring they work seamlessly with app integrations.
  3. Test regularly to ensure deeplinks direct users to the correct pages and provide the expected experience.
  4. Use dynamic deeplinks for adaptability across multiple devices and platforms.

For players:

  1. Check links for authenticity, especially those received via third-party sources, to avoid phishing scams.
  2. Opt into notifications or email campaigns to receive personalized deeplinks to promotions or games.