Quick answer: Tier 1 countries are the wealthiest, most competitive advertising markets, usually the US, UK, Canada, Australia and much of Western and Northern Europe. There is no official list. For casino and sports betting affiliates, a country only counts as tier 1 if online gambling is also legal and licensed there, and you're allowed to promote it.
I'm Rihards, founder of Seven Affiliates, and I've spent five years in iGaming. Picking your countries (GEOs, in affiliate speak) decides what a player is worth before you've written a single word.
Think of tier 1 as the fancy club with the velvet rope. [Straightens collar. Is not let in.] The drinks cost more, the crowd spends more, and there's a bouncer at the door checking IDs. In iGaming, that bouncer is the regulator, and he takes his job very seriously.
Which countries are tier 1?
It depends who you ask, because every ad network keeps its own list. They all agree on the big ones (the US, UK, Canada, Australia, Germany) and argue about the edges. Two definitions, word for word:
| Source | How it defines tier 1 | Notable inclusions |
|---|---|---|
| Lunio | "The most desirable countries advertisers want to advertise in. The wealthiest with the highest levels of disposable income. Highest levels of competition, expensive CPCs." | Australia, Austria, Belgium, Canada, the Nordics, France, Germany |
| RichAds | "Tier 1 countries are the most desired GEOs for advertising, while the most difficult to work with." | 23 countries, including Poland, the Czech Republic, Slovenia and Portugal |
So Poland is tier 1 on one list and not on another. It's like asking three friends whether a restaurant is fancy: one checks the prices, one checks the tablecloths, and one just checks whether there's a dress code. All three are right, which is extremely annoying.
Why does tier 1 traffic pay more?
Because players there have more money to spend, and every advertiser knows it. Higher player value means operators pay more per player, and higher competition means clicks cost more too. Lunio's definition sums it up in three words: "expensive CPCs".
That's the deal with tier 1: bigger rewards, bigger bills. If you're buying traffic, you pay club prices at the bar before anyone has deposited anything. If you're earning organic traffic through SEO, you mostly just pay in patience, and a little in your will to live.
For deal choice, this matters. Expensive paid traffic in tier 1 usually needs faster payback, while organic tier 1 traffic suits long-term earnings. Our guide to CPA vs RevShare explains which model fits which traffic.
What makes a country tier 1 for iGaming?
For casino and sports betting, wealth isn't enough. The market also has to be regulated, open to online gambling, and big enough to matter. Here's what some of the biggest regulated markets report, in their regulators' own words:
| Market | Official figure | Period | Source |
|---|---|---|---|
| UK | £8.3 billion remote casino, betting and bingo gross gambling yield (up 6.9%) | April 2025 to March 2026 | Gambling Commission |
| Ontario | C$82.7 billion in wagers, C$2.9 billion in gaming revenue, 50 operators | Year to 31 March 2025 | iGaming Ontario |
| US | $10.74 billion iGaming revenue (up 27.6%), $16.96 billion sports betting revenue | 2025 | American Gaming Association |
| Sweden | SEK 28.2 billion licensed market (stakes minus winnings) | 2025 | Spelinspektionen |
| Denmark | DKK 4,309 million online casino gross gaming revenue, now the largest segment | 2025 | Spillemyndigheden |
Different currencies and measures, so compare the size of each market to itself over time, not to each other.
Regulated also means rules, and those rules follow you. Germany, for example, bans deposit- and revenue-based pay for affiliate links, and the UK caps bonus wagering. Our guide to compliance rules for gambling affiliates covers them market by market. The velvet rope has terms and conditions, and yes, the bouncer has read them.
The tier 1 trap: rich countries that are closed to casino traffic
Some countries sit on every tier 1 list and are still off-limits for online casino. Australia is the classic example: under the Interactive Gambling Act 2001, it's illegal to provide online casino games such as roulette, poker, online pokies and blackjack to people in Australia, and generally illegal to advertise them there (ACMA).
| Country | On tier 1 lists? | Online casino open to affiliates? |
|---|---|---|
| Australia | Yes | No, online casino is illegal to offer |
| US | Yes | Only in states that have legalised it, such as New Jersey, Pennsylvania and Michigan |
| Italy | On some lists | Gambling advertising is banned almost entirely |
| UK, Ontario, Sweden, Denmark | Yes | Yes, through licensed operators and their rules |
This is where the club metaphor earns its keep. A tier 1 country with no legal online casino is a club with a velvet rope and no door behind it. You can stand there looking very well dressed. Nobody's getting in.
Tier 1 vs tier 2 vs tier 3 for casino affiliates
The tiers trade off cost, competition and player value. The table below is a general guide based on how ad networks describe the tiers, not hard data for any one country.
| Tier 1 | Tier 2 | Tier 3 | |
|---|---|---|---|
| Cost to buy traffic | Highest | Middle | Lowest |
| Competition | Fierce | Moderate | Lighter |
| Player value | Usually highest | Mixed | Usually lowest |
| Regulation | Often strict and licensed | Varies widely | Varies widely, sometimes unclear |
| Good for | Experienced affiliates with budget or strong SEO | Testing and scaling | Cheap volume, careful checks |
Beginners often chase tier 1 because the payouts look lovely, then discover the clicks look lovely to everyone else too. Starting in a tier 2 market you understand is not settling. It's the affiliate equivalent of learning to swim in the shallow end, and I say that as someone who would still be clinging to the side.
How to choose your GEOs as a casino affiliate
Pick markets where three things line up: the law lets you in, you understand the audience, and the brands you promote accept players from there. Everything else is detail.
| Check | Why it matters |
|---|---|
| Is it legal to promote online gambling there, and when? | Some markets ban it or restrict the hours |
| Are you allowed to be paid your way? | Germany, for example, rules out revenue-based pay for affiliate links |
| Does the brand accept that country? | A great player from a country your brand doesn't take is worth exactly nothing |
| Do you speak the language, or can you hire someone who does? | Translated content reads like translated content |
| Does your traffic match the deal? | Paid traffic in expensive markets usually needs faster payback |
Then track results by country from day one. Your gut will tell you Canada is doing brilliantly. Your spreadsheet will quietly disagree, and the spreadsheet is usually right, which is rude of it.
How we approach GEOs at Seven Affiliates
We're a global iGaming affiliate program covering online casinos and sports betting, with worldwide payouts. Which countries you can promote depends on each brand, so ask your account manager which brands accept your GEOs before you build content or buy traffic.
We offer CPA, RevShare and Hybrid deals, with RevShare calculated on NGR, 35% by default, and no negative carryover. Tell your account manager where your players come from and ask which brands actually want them. It's quicker than standing outside the club in your good shoes.
| Before you pick a GEO | Where to check |
|---|---|
| Which brands accept players from there | Your account manager |
| What the advertising rules are | Our compliance guide |
| Which deal suits your traffic | Our CPA vs RevShare guide |
FAQ
What are tier 1 countries?
Tier 1 countries are the wealthiest, most competitive advertising markets, with high disposable income and expensive clicks. Lists vary by ad network, but the US, UK, Canada, Australia and Germany appear on almost all of them.
Is there an official list of tier 1 countries?
No. Tiers are an advertising industry convention, and each network publishes its own list. Some include countries like Poland or Portugal, others don't.
Which tier 1 countries are best for casino affiliates?
Countries where online gambling is regulated and open, such as the UK, Ontario in Canada, Sweden and Denmark, plus US states that have legalised online casino. Always check that your brand accepts players from the country.
Is Australia a good GEO for online casino?
No. Australia's Interactive Gambling Act 2001 makes it illegal to provide online casino games to people in Australia, and generally illegal to advertise them there.
Should beginners target tier 1 countries?
Not necessarily. Tier 1 traffic is expensive and competitive. Many affiliates learn in a smaller market they understand, then move into tier 1 once their tracking and content are proven.
Know your GEOs? See how the Seven Affiliates iGaming affiliate program works, then apply here and tell us where your players come from.