Why iGaming Brands Ignore Agency Pitches — and How to Get a Reply
Agency pitches go unanswered not because the traffic is bad, but because the message is. Here's how to build a first message to a brand from four blocks, with examples, follow-ups and a checklist.
Contents
Affiliate and acquisition managers at iGaming brands get pitched by agencies all the time. Most of those messages read the same: “We're a full-service agency, we cover all GEOs, we have our own accounts, let's jump on a call.” Nobody ignores them out of spite. There's simply nothing in the text that tells the reader why you're worth their time.
A message that gets a reply follows a clear structure. Below: why brands go quiet, a four-block structure, a bad and a good example, a follow-up cadence and the channels to use.
Why brands don't reply
It usually comes down to one of six reasons:
- No relevance. The message could go to any brand without changing a word — and the recipient can tell.
- No proof. Everyone writes “experienced team” and “quality traffic.” There's nothing to verify.
- No concrete offer. It's unclear what exactly you're offering: which GEO, source, volume, payment model.
- A heavy next step. “Let's do an hour-long call” asks a stranger for their time with no clear upside.
- Wrong recipient. The message went to a generic inbox or to someone who doesn't own traffic acquisition.
- Doubts about how clean you are. For a licensed brand, lines like “we get around any restrictions” are a reason never to reply.
The structure: four blocks
1. Relevance: why this brand
The first line answers the question “why am I writing to you specifically?” Anchor it to something visible from the outside: the brand launched in a new GEO, added a sportsbook alongside its casino, is expanding its affiliate program or got licensed in a new country.
2. One piece of proof
Not a list of achievements, but one fact that matches the brand's task: a case in the same GEO and vertical, with the result in relative numbers. One strong argument gets read; five average ones don't. We covered how to package that kind of case in our guide to agency case studies.
3. A concrete offer
Source, GEO, rough volume, payment model. For example: “a test on Facebook traffic in [GEO], up to [N] FTDs in the first month, CPA or Hybrid.” Specifics show you understand how the brand thinks about money. If you're unsure which model to propose, see our breakdown of CPA vs RevShare vs Hybrid.
4. An easy next step
Ask for something that's easy to give: “Shall I send over a one-pager?”, “Who's the best person to talk to about this GEO?”, “15 minutes next week?” A question that can be answered with a yes or a no lowers the barrier.
The subject line
If you're reaching out by email or on LinkedIn, the subject line is the first block the recipient sees. “Partnership proposal” says nothing. “Facebook traffic for [GEO]: test up to [N] FTDs” immediately shows the source, the market and the format.
A bad example and a good one
Both examples are made up: the numbers are illustrative, and names are replaced with placeholders in square brackets.
Don't do this
“Hi! We're a team of professionals with extensive iGaming experience. We work with all GEOs and traffic sources, our traffic is high quality and our terms are the best on the market. We'd love to work together! When would be a good time for a call?”
What's wrong: not a word about the brand and not a single verifiable fact. “All GEOs” sounds like “none of them properly,” and a call with no reason behind it is a heavy ask.
Do this instead
“Hi [Name], I saw that [brand] launched its casino product in [GEO] — we run Facebook traffic in that GEO. Last quarter we ran a similar project for a licensed casino brand: within eight weeks we brought CPA 15–20% below target while keeping the share of repeat depositors stable. We could offer a test: up to [N] FTDs in the first month, CPA or Hybrid, 18+ only and within Meta's rules. Shall I send over a one-pager with the case and terms?”
Why it works: the first line shows you've done your homework on the brand. Then comes one piece of proof with context, a concrete test with a payment model and compliance guardrails, and a question that can be answered in one word.
Follow-ups: how many and when
Silence isn't a no. The message may have been missed, parked for later or forwarded to a colleague. But nudging every day doesn't help either. A cadence that works looks roughly like this:
| When | What to send |
|---|---|
| Day 0 | The first message, built as described above |
| 3–4 business days later | A short nudge with a new detail: “One more thing: we can start a test in [GEO] this month” |
| A week after the second message | Value without pressure: a one-pager, an observation on the GEO or “Who's the best person to talk to?” |
| 2–3 weeks later | A soft close: “I understand this isn't a priority right now. I'll reach out when we have a case in your GEO” |
This is a guideline, not a law — adjust it to the channel and the market. The main rule: every follow-up adds something new instead of repeating “Did you see my email?”
After the soft close, pause for a month or two and come back only with a reason: a new case, a new GEO, freed-up capacity.
If they reply, but not with a yes
“Not right now” or “we already work with agencies” is the start of the conversation, not the end of it. A few lines that help keep it going:
“We already have Facebook agencies” — “Understood. We're not asking you to replace your current partners. We could take a separate GEO or format where you have less volume today — as a small test.”
“Send over your terms” — “Will do. So the terms are accurate, could you tell me which GEO is the priority and which model suits you better — CPA or Hybrid?”
“Not a priority right now” — “Thanks for getting back to me. When would be a good time to reconnect, and what would need to change for this to become relevant?”
Channels: where to reach out
- LinkedIn. The easiest way to find the right role: affiliate manager, head of acquisition, CMO. Your profile and your agency's page should back up what you write: verticals, GEOs, a clear description of your services.
- Email. The standard channel for more formal outreach. Find the person's direct work address rather than a generic info@ or partners@ inbox, and treat the subject line as part of the pitch (see above). Keep it short, with no heavy attachments.
- Telegram. A fast channel where a lot of the industry talks shop. But a cold DM from a stranger feels more intrusive, so brevity and a clear reason for writing matter even more here.
- Conferences. Industry events — ICE, iGB L!VE, SiGMA shows and others — give you what messaging can't: a face-to-face meeting. Book meetings in advance using the same four-block structure, and send a follow-up within a couple of days, while they still remember you.
- A warm intro through a partner. The warmest way in: you're introduced by a mutual contact, one of the brand's partners or an outsourced sales team. The brand already knows who you are and why it's worth talking to you.
An intro skips the hardest, coldest stage. That's what outsourced sales teams like Avero are built on: the team introduces Facebook and influencer agencies to brands and operators, matching them on traffic sources and GEOs — so the agency walks into the conversation with context already in place. More on our page for agencies.
Pre-send checklist
- I'm writing to a specific person who owns traffic acquisition, not to a generic inbox.
- The first line gives the reason: why this brand and this GEO.
- There's exactly one piece of proof with context: GEO, vertical, period, relative result.
- The offer is concrete: source, GEO, volume, payment model.
- The next step is easy — a yes-or-no question.
- The message reads on a phone screen without scrolling.
- No unverifiable promises and nothing about “getting around restrictions.”
- The brand is licensed in this GEO, and the offer fits local law, platform rules and 18+.
- If they say yes, I have a one-pager, an agency fact sheet and test terms ready.
- The date of the first follow-up is in my calendar.
FAQ
Should I write in English or in the recipient's language?
In the recipient's language. If you're not sure they're comfortable in a language you share, write in English: it's the default working language for international teams.
Can I attach a deck right away?
Better to offer it than to attach it: people are reluctant to open attachments from strangers, and “Shall I send it over?” gives them a reason to reply. If you do attach something, make it one page, not a twenty-slide deck.
Who should I write to if I don't know who handles traffic at the brand?
Look for roles: affiliate manager, acquisition manager, head of acquisition, CMO. At smaller brands, the CMO may run traffic buying personally. If you can't find the right person, ask anyone on the marketing team who covers your GEO: a short question is easier to answer than a pitch.
How many follow-ups is too many?
If there's no reply after three or four touches over several weeks, stop and come back later with a new reason. Nudges with no new information are more likely to hurt the agency's reputation than help.