Progress Play Case Study

Case Study: ProgressPlay / Ace Lucky Casino — Building and Scaling a White-Label Casino Brand to 10,000+ First-Time Depositors

Client: ProgressPlay / Ace Lucky Casino
Services: Full White-Label Casino Build · SEO & Content Marketing · PPC Acquisition · Affiliate Program Development · Conversion Optimisation
Website: www.progressplay.com
Location: United Kingdom, Europe, Global

Client Overview

ProgressPlay is a leading iGaming white-label casino platform powering dozens of online casino and sportsbook brands across the UK and Europe.
Under their white-label system, Ace Lucky Casino was launched as a new online casino offering 1,000s of slot, table and live-dealer games.

Milton Keynes Marketing, led by Christian Strutt, was responsible for building and scaling the brand from concept to a successful acquisition-ready operation — managing all technical, marketing and affiliate growth channels in-house.

The Challenge

  • Launch a brand-new casino website from scratch under the ProgressPlay platform.
  • Create a high-volume content ecosystem with 1,000+ SEO-optimised game reviews.
  • Build and manage an affiliate program attracting 100s of active partners.
  • Drive new depositing players (FTDs) through a combination of SEO, PPC and affiliate marketing.
  • Develop 100s of bespoke affiliate landing pages for tracking, testing and conversion.
  • Deliver measurable player acquisition results with a focus on ROI and scalability.

Objectives

  1. Build a fully compliant casino brand website and content structure.
  2. Develop and manage an affiliate acquisition ecosystem with multi-tier tracking.
  3. Deliver rapid player growth through paid search and organic traffic.
  4. Generate 10,000+ FTDs while maintaining sustainable acquisition costs.
  5. Prepare the brand for successful sale and handover to another marketing agency.

Strategy & Approach

1️⃣ Website & Content Build

  • Designed and built AceLuckyCasino.com from the ground up on the ProgressPlay framework.
  • Created 1,000+ unique SEO-optimised game reviews, including slots, live dealer and table games.
  • Structured internal linking to strengthen category and game-specific rankings.
  • Integrated tracking and conversion reporting systems aligned with ProgressPlay’s back-office.

2️⃣ Affiliate Program Development

  • Built a dedicated affiliate portal supporting 100s of affiliates with real-time stats and custom links.
  • Created over 100 bespoke landing pages for affiliate campaigns and A/B testing.
  • Designed affiliate toolkits — banners, reviews, dynamic landing templates, and bonus feeds.
  • Recruited affiliates via email outreach, iGB Affiliate, and targeted LinkedIn campaigns.

3️⃣ SEO & Organic Growth

  • Conducted extensive keyword research across casino, bonus, and slot verticals.
  • Implemented technical SEO, schema markup and optimised site structure for scale.
  • Built a sustainable backlink strategy through outreach, guest posts and affiliate reviews.
  • Result: thousands of organic players delivered directly via SEO.

4️⃣ PPC Campaign Management

  • Launched paid search and display campaigns across Google Ads and Bing Ads.
  • Deployed geo-targeted ad sets optimised for UK and tier-1 EU markets.
  • Optimised ads for player LTV and cost-per-FTD efficiency.
  • Result: hundreds of new depositing players per month from PPC channels alone.

5️⃣ Conversion Optimisation & Analytics

  • A/B tested multiple funnel and registration journeys.
  • Integrated heatmapping and analytics to identify friction points.
  • Delivered higher conversion rates from both organic and paid traffic.

6️⃣ Exit & Sale

  • Scaled Ace Lucky Casino to over 10,000 verified FTDs within operational lifetime.
  • Sold the brand and player base to another casino marketing agency after proven success.

Results

  • 10,000+ First-Time Depositors (FTDs) generated through SEO, PPC and affiliates.
  • 1,000+ game reviews created for sustained organic traffic growth.
  • 100+ affiliate landing pages built and distributed.
  • Hundreds of active affiliates recruited and retained.
  • Full sale of the brand and player base following consistent revenue delivery.

Tech Stack & Tools

  • ProgressPlay White-Label Platform
  • WordPress CMS · Google Ads · Bing Ads
  • Google Analytics 4 · Search Console · Hotjar
  • Affiliate Tracking Software · A/B Testing Tools
  • SEO Toolkit: SEMrush · Ahrefs · Screaming Frog

What We Delivered

  • Full casino brand build under ProgressPlay.
  • Scalable SEO and content ecosystem.
  • Paid search strategy delivering consistent FTDs.
  • End-to-end affiliate program creation and management.
  • Successful brand exit with proven ROI and acquisition metrics.

Want Results Like This?

If you’re an iGaming operator or affiliate brand looking to launch or scale a casino platform, book a free consultation or explore our Casino Marketing and SEO services with Milton Keynes Marketing.