Azerbaijan

Azerbaijan is classified as a Tier-3 market, with positive economic indicators. GDP growth was 5% in 2024, with a per capita value of over $9000. The average salary is $350-$400, equivalent to 595-680 AZN. Living standards are assessed as average, especially in smaller cities where costs are much lower. With a stable economy, the population still has money for entertainment, including online casinos and betting at bookmakers.

Cultural and psychological peculiarities

In the Azerbaijan market, an important factor is the authority of the older generation, whose opinion is listened to, which creates trust in trusted sources. These characteristics can be taken into account when developing advertising creative, emphasising recommendations from trusted influencers. Azerbaijanis are generally sociable and value personal communication, which favours the dissemination of information about products through trusted channels. However, it is necessary to take into account the high level of religiosity - more than 97% of the population professes Islam. Accordingly, advertising campaigns should adapt to local traditions, avoiding active promotion on religious holidays such as Ramadan.

Language and targeting

The main language of communication is Azerbaijani, so all creatives and text materials should be prepared in it. At the same time, audiences over 40 years old may perceive content in Russian, which can also increase the reach of the target audience. The most suitable cities for advertising campaigns are Baku, Ganja, Sumgait and other large population centres where more solvent audiences are concentrated.

Sports and betting engagement

Football, chess, wrestling and volleyball are popular in Azerbaijan. National sports such as zorkhana and chovgan play an important role in cultural life, which creates a sustained interest in sporting events and betting. Building on popular sporting events and highlighting betting on local and international competitions can significantly increase audience engagement.

Gambling potential

Azerbaijan is a leader among CIS countries in terms of gambling traffic, demonstrating steady growth in this segment. The government is considering legalising casinos, which could significantly strengthen the market's position. At the same time, access to traditional traffic channels is expected to become more difficult, which will require more flexible strategies. The main target audience remains men over 30 years old with high incomes, seeking to get vivid emotions from gaming.

Main traffic sources and recommendations

For effective promotion in the Azerbaijani market, it is important to take into account the specifics of audience behaviour in the digital environment. The leading search engines are Google, Yandex and Bing, and social networks such as Instagram, Facebook, Pinterest, YouTube and Twitter have high user activity, opening up opportunities for the formation of a steady customer flow. The main internet service providers are Aztelecom and Bakinternet, while the leading mobile operators are Azeronline and Baktelecom.