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-optimized 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-optimized 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 optimized 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 optimized 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.

Frequently Asked Questions

Is my small local business a good fit for your digital marketing services?

Yes — we work with businesses of varying sizes across Milton Keynes and the UK, tailoring scope to budget and growth goals.

Do you work with regulated industries such as gambling or finance?

We regularly work with regulated sectors, including gambling, and factor compliance and advertising restrictions into strategy and campaign execution.

Can you help businesses outside Milton Keynes or only local clients?

We serve local, regional and national clients across the UK and Europe, and can manage remote projects end-to-end.

How long does it take to launch a full white-label casino site?

Typical launches for full white-label builds range from 8–20 weeks depending on integrations, compliance checks and content requirements.

What is a realistic timeline to see SEO results for a competitive vertical?

In competitive verticals measurable organic improvements typically appear within 3–6 months, with significant visibility gains often taking 6–12 months.

How quickly can you set up and start running PPC campaigns?

We can set up and launch initial PPC campaigns within 1–3 weeks, with early performance data available after the first 2–4 weeks.

How much should I budget for a complete marketing program including site build, SEO and PPC?

A complete program typically starts around £25,000 for a basic build plus ongoing SEO and PPC retainers from £1,500–£5,000 per month depending on scale and ad spend.

What are your typical fees for ongoing management of SEO and PPC?

Our management fees generally range from £800–£3,000 per month per channel depending on scope, with transparent reporting and scalable plans.

Can you provide examples of similar projects and measurable outcomes?

Yes — we publish case studies and can share anonymised performance metrics and client references for comparable acquisition and conversion work.

How do you handle GDPR and data protection for tracking and marketing?

We implement GDPR-compliant tracking, cookie consent and data handling procedures and can coordinate with your legal team to ensure requirements are met.