A few years ago, the logic was simple. If you wanted strong results, you focused on Tier-1 Europe. Germany, Scandinavia, and other high-income markets were seen as the safest option. CPA was high, players had strong purchasing power, and markets were stable. Many affiliates focused mainly on first deposits and scaling volume.
Today, this approach is no longer enough.
Traffic costs have increased, competition has intensified, and what really matters now is not CPA alone, but how long a player stays active — in other words, LTV.
At Winandyou Partners, working with affiliates across multiple European GEOs, we clearly see that the best LTV doesn’t always come from the most expensive markets. It comes from the right mix of player behaviour, trust, and acquisition cost.
Tier-1 Europe: Strong and Stable LTV, but Slower Payback
Germany and Scandinavian countries remain some of the strongest markets in terms of long-term value. Players tend to have higher income, stable habits, and strong trust in licensed platforms due to strict regulation.
However, traffic is expensive and competition is intense, meaning acquisition costs take longer to recover. Tier-1 works best for affiliates focused on long-term scaling rather than quick returns.
Tier-2 Europe: Balanced Costs and Retention
Markets like Portugal and other Southern European countries have become increasingly attractive. Traffic is more affordable while player behaviour remains solid.
Mobile usage is high, and many players continue activity after the first deposit, naturally increasing LTV. Competition is more manageable, allowing faster testing and scaling with lower risk. These GEOs often offer quicker cost recovery while maintaining strong long-term value.
Scandinavia: High Quality Players
Scandinavian markets may be smaller in volume, but player quality is consistently high. Trust in online payments and strong mobile adoption lead to excellent retention. While traffic costs remain high, these GEOs are valuable for affiliates focusing on quality over scale.
Eastern Europe and Balkans: Fast Recovery Potential
Eastern Europe and Balkan markets have evolved significantly. Traffic is more affordable, testing is easier, and payback periods are typically shorter. Mobile usage is strong, payment infrastructure is improving, and trust continues to grow. Even with smaller deposits, performance can be efficient due to lower acquisition costs.
What Actually Drives LTV
From our experience, GEO alone doesn’t define LTV. Key factors include trust in the platform, availability of local payment methods, mobile usage, market competition, and how well the product fits local behaviour.
Conclusion: The Best LTV Comes from Strategy
There is no single GEO that always delivers the best LTV. Tier-1 offers stability but requires patience. Tier-2 provides strong balance between cost and retention. Eastern Europe and the Balkans allow faster recovery and easier scaling.
The affiliates seeing the strongest results today are those who focus on retention, analyse player behaviour, and build long-term strategies rather than chasing the highest CPA.
Join Winandyou Partners
At Winandyou Partners, we work closely with affiliates across European markets to identify GEOs that perform best over time. Join Winandyou Partners, test different markets, and share your results with our affiliate community.
Ksenia has extensive hands-on experience in affiliate marketing, having worked as a media buyer and affiliate for several years across multiple verticals. Throughout her career, she managed traffic from a wide range of sources, tested funnels, and collaborated directly with advertisers and networks.
For the past six years, she has also been writing in-depth articles, reviews, and analytical guides about affiliate marketing. Her work has appeared on well-known industry blogs and platforms, where she covers topics such as traffic sources, compliance, creatives, tracking, and campaign optimization.
Today, Ksenia combines practical experience with editorial expertise, contributing as a guest expert to various affiliate marketing projects and helping educate both beginners and experienced affiliates.
Ratmir started his copywriting career back in 2016. He is now editor-in-chief with an MA with Honors in Linguistics.
His primary expertise is in affiliate marketing, EdTech, education, IT, and sports.
Ratmir specializes in content marketing, content management, proofreading, and translation.
