Uzbekistan, ASO, ROI 68.7%: We expected nothing less from One Partners

Uzbekistan is one of the most developed countries in Central Asia (second only to Kazakhstan) with an average income of about 390$. Naturally, the most solvent population is concentrated in large cities, such as Tashkent and Navoi. However, the country itself is not large: Navoi has a population of only about 130,000, while Tashkent has 3 million people (we recommend that you feel free to target residents of this city the size of Kyiv). 

The total population of Uzbekistan is about 35 million people with an Internet penetration rate of 83.3%. This means that about 29.5 million people use the Internet on a regular basis. As you might guess, gambling here is more of a way to earn extra money than just have fun. Officially, gambling is prohibited in the country.

The local (not very stable) currency is the Uzbek Soum. As of 21.05.25, the exchange rate is 12,889.77 Soʻm to 1 USD. There is a clear delineation of the audience: it consists of two layers - Russian-speaking and Uzbek-speaking. It is often about the way of thinking, and therefore, promotion will require different approaches, which will be discussed further.

In addition to gambling, you can also launch betting. Due to official bans, the connections used for betting are gray, but here are some of our observations:

• We use the national mentality and FOMO
• We characterize the national mentality as follows: respect for elders, friendliness, mutual assistance, and adherence to traditions (Uzbeks are an ancient people)
• Eid al-Adha and Ramadan are your no-no's when spilling on Uzbeks, as these are religious Muslim holidays

Gut. It's quite simple: one of the most popular categories for distribution is potency (Facebook/Instagram scheme as placement + pre-order + sales page), as we are dealing with a culture where the level of sexual education is (still) low due to religion and the influence of traditions. A standardized "European" presentation will not work in Uzbekistan, but it is possible to spill over into TikTok with more unobtrusive home production.

Crypto and debit cards are not the right time. Firstly, it is difficult to find an audience, and secondly, the country is dominated by Muslims, which means that it will be difficult to work with de-identification and the de-identification approach in general. Unless you disguise dating sites as sites for long-term relationships: the audience is conservative, values their anonymity, and the younger generation ≠ increased interest in trading and adalt.

According to Digital 2024, 8.7 million people actively used social media in Uzbekistan, which is 24.6% of the country's total population. It seems like not a lot, but it is not: it is enough to have good numbers both in social media outreach and in optimizing the sticks) As for the operating systems of smartphones, from which the vast majority of people access the Internet, we are talking about 10,01% iOS users and 89,89% (!) Android users. 

When covering Uzbekistan, it is important for the web to remain a little more restrained than usual: no explicit images (associations are better), aggression, or references to alcohol. Static with emotions, demonstration of winnings, and the Uzbek language work well. It's also cool to use local realities, such as the game of ashichki, a traditional Uzbek dice game that will evoke nostalgia and trust among the local Uzbek-speaking audience. 

In general, the audience likes simple, clear promises with a WOW effect - quick results or winnings. The visuals should be as clear and rhythmically calm as possible: cozy, trustworthy stories work better than aggressive videos/statics with dynamic transitions.

Two of your concerns when launching in Uzbekistan are localization for the slow Internet and local culture. It's a CIS country, so there are Russian-speaking people and Uzbek-speaking people. The difference between the two is that it will be more difficult to bring Russian speakers to the deputy. But it's easier to work with Uzbek speakers, but we consider such traffic to be of lower quality. In short, the choice is yours - but don't forget about the slow Internet and the Runet/local Internet, because it's the key to this geo's envelope.

Another point: the society here is patriarchal, so it is better to target men, which is what we did (target audience - men 25+). Sors - ASO.

Traffic was pouring in for offers from Parimatch Aff through the affiliate program One Partners.

Paid goal: FTD

Minimum deposit: 20000 UZS

Capa: 30 FTD

Not paid for:  

• Motivated traffic
• Setting the minimum deposit amount in creatives
• Multi-accounts, fraud, chargebacks