The Turkish iGaming Market: Insights and Mistakes

Interview with Stas, Team Lead of CPA at 1win Partners

Turkey has become one of the most discussed iGaming markets in recent years. It attracts affiliates and operators with its massive audience, strong average checks, and rapidly growing demand for online entertainment — while simultaneously scaring many off with strict regulations, unstable payment solutions, and constantly shifting rules.

We spoke with Stas, Team Lead of CPA at 1win Partners, who has been managing teams working with the Turkish market for several years and understands the risks and opportunities of this GEO better than anyone. In this interview, he explains what separates a successful launch from a failed one, which mistakes media buyers make most often, and why Turkish bank payouts have become the centerpiece of high-performing creatives.

Which traffic sources perform best in Turkey?

According to Stas, Turkey is a social-media-first market, especially when it comes to Instagram and Facebook:

“FB and Instagram are the most popular platforms among Turkish users. Their combined audience from Turkey exceeds 50 million people.”

The high density of users makes Meta platforms the core channels for scaling. Media buyers highlight their stability, predictability, and ability to generate substantial high-quality traffic even in competitive conditions.

What makes the market challenging — but also potentially more profitable?

The biggest challenge in Turkey is regulation and the oversight of ‘gray’ payment methods.

“The GEO is heavily regulated. Payment systems can become unstable because they’re closely monitored and constantly pressured.”

Paradoxically, these strict restrictions create an advantage: lower competition and higher user value, with stronger average checks compared to CIS markets. A successful launch in Turkey typically delivers returns above the industry average.

How long should you test Turkey before making objective conclusions?

There is no universal timeline.

“There’s no exact period. Every month brings new factors — new slots, local events, payment systems shutting down or stabilizing. And you always have to account for the regulator.”

Turkey is a dynamic GEO, and working with it requires constant adaptation. The ones who succeed are those who test regularly and avoid making long-term assumptions based on a single good period.

What most often causes conversion drops?

Stas emphasizes that payment systems are the number-one factor:

“If we’re talking about the registration-to-deposit conversion, payment solutions are what reduce it most often.”

Even strong creatives and quality traffic won’t save the funnel if the user cannot complete a payment conveniently.

Which behavioral patterns indicate that a player will return?

The most valuable Turkish players are those who quickly transition into active gameplay:

“The highest-LTV users are those who come through slot-based approaches and make 3–4 or more deposits within a short time frame.”

This is a direct signal that the content resonated, and the payment flow feels comfortable to the user.

Which creative types resonate best with the Turkish audience?

Working with Turkey requires localization, emotion, and a trustworthy tone.

“Slot approaches absolutely need the Turkish language, references to the lira, emotional cues, and showing winnings being credited to a Turkish bank.”

Turkey is a market where cultural and visual context is critical. Conversion strength depends heavily on emotional impact — how bright, dynamic, localized, and value-driven the creative is. The stronger the emotional connection, the higher the conversion.

How can you tell when an approach stops working?

According to Stas, the signs are immediate:

“Traffic activity drops day by day, and click-to-registration conversion decreases — even if payment systems remain stable.”

A decline in audience interest is a signal to switch hypotheses, not to force a dying funnel.

When is it time to completely change your launch strategy?

If the market is stable but the funnel is not, it’s important to be realistic about its prospects.

“If the average check is low, activity is zero, and the traffic doesn’t pay off for either the product or the affiliate — the approach must be changed. Especially if the GEO itself is stable.”

A common mistake among media buyers is blaming the product when the real problem lies in positioning or poor creative direction.

Which games deliver the best retention among Turkish players?

Turkish players love spectacle and high dynamics.

“The best retention comes from games with massive multipliers — up to x500. Candy themes, gods, and similar visuals perform especially well.”

The emotional component outweighs the rational one: users return for vivid and rewarding experiences.

Conclusion

The Turkish market is a mix of opportunity and strict limitations. Those who succeed are the ones who:

• work with traffic systematically
• adapt quickly to payment ecosystem changes
• continuously test new approaches
• localize creatives to cultural nuances
• evaluate performance based on deposit behavior, not just clicks

With the right strategy, Turkey offers high average checks, strong LTV, and long-term scalability — which is exactly why it remains one of the most attractive markets for affiliates.