What to do with casino traffic from countries you can't serve
Updated 14 October 2026. General information, not legal advice.
If your casino can't accept a visitor because of their country or payment method, you can turn them away, block them at the door, or send them to a partner casino that is licensed to take them. Only the last option can earn you revenue, and only if the destination casino is licensed for the visitor's country.
Why casinos get visitors they can't accept
A gambling licence covers specific markets. The UK Gambling Commission, for example, says an operator needs a licence to serve British consumers wherever the operator is based. Its own example is a casino based in Malta whose website can be played from England, Scotland or Wales. Other regulators apply the same idea to their own countries, and our market guides cover several of them.
Casino websites still attract visitors from everywhere, through search, affiliates and brand awareness. A visitor from a country where the casino holds no licence can see the site but can't register, so the visit ends there.
Payments cause the same problem. Processors can decline by country, card type or currency, and in many markets players expect a local method such as iDEAL in the Netherlands, Swish in Sweden or PIX in Brazil. If your casino doesn't offer it, the visitor can't deposit.
Your three options
- Show a "not available in your country" message. Simple, and sometimes required. It earns nothing.
- Block the visitor completely. Where a regulator requires blocking, do that. It also earns nothing.
- Send the visitor to a partner casino licensed to accept them. If the visitor registers there, you can earn a fee.
Which options are open to you depends on the rules in your own markets and in the visitor's country. Take legal advice for the countries you serve.
What makes sending a visitor elsewhere compliant
The destination has to be licensed for the visitor's country. A casino without that licence can't lawfully accept the player, and regulators act against unlicensed offers. The Danish Gambling Authority, for instance, says unlicensed operators are ordered to stop and can have their websites blocked through the courts.
We cover this in detail in Is it compliant to send restricted casino traffic to other casinos?
How Adboundary handles it
Adboundary shows visitors you can't convert a screen of partner casinos that can accept them. You set rules by country and payment method, so only the visitors you choose see it. Everyone else sees your casino as normal.
Adboundary verifies every partner's licence before it can receive traffic. You can brand the screen and choose which partner casinos are shown or blocked.
Setup needs no code. We set it up for you and it embeds on your site with an iframe. A technical integration is available if you prefer one. You receive a fixed fee (CPA) for each player you send, and the reporting dashboard shows your traffic and your earnings.
What to track
Look at your visits by country and by payment method, how many of those visitors can't convert, and what that traffic earns once you act on it. The Adboundary reporting dashboard shows your traffic and your earnings in one place.