Switzerland is an expensive, complex and closed market. But with the right strategy, it is one of the most stable Tier-1 GEO for In-App with a predictable economy and a strong LTV.

According to industry reviews, the Swiss online gambling market is growing moderately and without " explosions”: in the middle of the decade, its volume is estimated at about $6 billion per year, and the CAGR (average annual market growth rate) is around ~2.4%. This explains the nature of CH well: the market is really stable and monetary, but it is not massive — there is no infinite volume, but there is the quality of the player and the high value of one installation. Therefore, in comparison with other Tier-1 countries (for example, Germany) The cost of attraction in Switzerland is often significantly higher. But expensive entry is compensated by purchasing power and more mature behavior: users are willing to spend more, the average deposit is usually 20-30% higher than in Eastern European GEOS, and with good Retention, high LTV begins to overlap expensive CPI already on the horizon of the first month. (CPI in Switzerland can be €50-100 per installation, while in Germany - 30-70) Paying users, a strong iOS share, a high level of trust in the product — all this creates conditions under which you can go into a plus even with an expensive CPI.

In this article, we will analyze Switzerland without illusions:

how regulation works and why it is one of the most protectionist markets in Europe;
who exactly makes up the audience and why the cultural mix affects creatives.
why German is the base language for launching, but English is not a universal solution;
how a high share of iOS changes the purchase strategy.
what creatives work in a country where trust is more important than high-profile promises?
why the scale here is built through stability, and not through volume.

Why Switzerland?

Switzerland is not about a mass geo or cheap traffic. This is an expensive market that, with the right strategy, can produce a stable and predictable economy.
High purchasing power and mature user behavior create conditions under which even with a high traffic price, you can go into a plus due to the quality of deposits and retention. Therefore, it makes sense to consider Switzerland not as a quick test, but as a GEO, where accurate localization, proven partners and accurate work with the funnel are important.

Let's look at the metrics for Switzerland from our Tier-1 GEO review:

Swiss GEO Stats

Let's immediately focus on the GDP indicator: Swiss users are willing to spend more, but they do it consciously and rationally: they pay close attention to registration, filter out questionable offers more strongly, and choose a clear, neatly packaged product more often. If you get into the segment, this can give you an economic advantage: the average deposit in CH is usually 20-30% higher than in Eastern Europe, which means that a high LTV can pay for an expensive CPI.

Interest in Switzerland is based on five factors: a high level of income for the population, a potentially high LTV, a smaller share of gray traffic, and a more mature user.

Next, we will analyze each of these factors in practice — how they affect the approach to creatives, the launch strategy, and the final economy.

Rules of the game: one of the most closed markets in Europe and a working approach to launch

Switzerland is one of the most protectionist markets in Europe in terms of online gambling: you can play online, but only within a narrow licensing perimeter. Any foreign-looking proposals without a Swiss license (or without a partnership with a local licensee in the permitted model) in reality rest not so much on “legal formalities” as on enforcement mechanisms: blockages, blacklists and pressure on infrastructure.

Who regulates the market
ESBK / Federal Gaming Board (FGB) — responsible for the casino sector (including online casinos as an extension of the land-based casino license) and also fights against unlicensed online casinos through blocking tools.
Gespa is the regulator for lotteries, sports betting and skill-games (and also participates in access-blocking through its lists).

Licensing works according to the principle “online games for money are prohibited, except for licensed providers”. At the same time, licensing is arranged so that a foreign operator cannot enter the market directly.

System solution for the restrictions
Under the conditions described above, Switzerland is a GEO that cannot be "run on crutches". The company must take into account local reality: sensitivity to domains and routing, high competition, expensive traffic, and funnel quality requirements.

Profit Rental acts as an infrastructure partner: we provide agency accounts and access to key In-App sources-Moloco DSP, ironSource, Unity Ads and 10+ other sites-through which teams scale to Tier-1 GEO. With us, there are no restrictions from In-App sources: you will be able to easily upload to all geos.

We provide a clear start and stable operation: access to sources, help with strategy and configuration, accelerated approval of creatives, and support for specialists with practical experience in making In-App campaigns a plus.

Audience solvency: who they are and how they think

According to the Federal Statistical Office (FSO), the permanent population is 9,051,029, of which 2,479,888 are foreign citizens (that is, about 27% of the population). If you look more broadly, the share of those born outside the country is even higher — 32.2% in 2024, that is, about one in three residents has a migration origin.

The audience is solvent, but not dimensionless, and creatives and meanings should be as universal and trusting as possible: a significant part of the population has a cultural background that is not necessarily "traditionally Swiss".

Switzerland is indeed multilingual, but the main language is German: according to Swissinfo, about 66% of permanent residents indicate German as the main language (in everyday life it is often a dialect, in communication it is standard German). French is about 23%, Italian-about 8%.
It is logical to build the main creative pool in German, and connect French/Italian in separate branches for regions and scaling.

As for psychology: Switzerland is a market where gambling is more often perceived as entertainment/service, rather than as a quick income. This logic can also work with devices: in Switzerland, iOS accounts for about 54.7% of the mobile share, which means that the bet on the iOS audience and iOS bundles in the purchase can be justified.

What is important to consider when launching?

High entry threshold
Switzerland is an expensive market. Not all teams can log in here due to the high cost of traffic. Here, CPI is higher, competition for quality inventory is higher, and, as a result, a larger start-up budget is required.
To scale up, you need to be prepared for more expensive purchases,testing with a budget margin, and careful work with the economy. For example, to get 500-1000 installations, you may need €100-200 thousand.

Quality is more important than volume
GEO is small in size, so the quality of traffic is critical here.
It is important not just to "buy volume", but to achieve payback for the advertiser.
So the target CPA for successful scaling must be less than even half the LTV:

CPA < LTV/2

If LTV is €400, the acceptable CPA will be < €200
If the CPA is acceptable and lower than alternative sources or channels — the budget will be expanded. If the economy doesn't converge, there will be no scaling.

Working with creatives
Not everything "clings" from the first launch. You need to be prepared to refine your creatives and test different approaches. In this GEO, the following are particularly important:

accurate delivery,
trust,
meeting the audience's expectations,
no aggressive triggers.

These abstracts can be included in test impressions. At the start, collect an A/B package of 5 creative options (different hooks, visual accents, wording, but the same funnel) and spin each option to the same volume, for example, 10,000 impressions each. After that, fix the basic metrics (primarily CTR) and leave in rotation only those who confidently pass the CTR threshold > 2%, and rework the rest and run the second iteration. This approach quickly cuts out non-connecting ideas and helps you find working messages without draining your budget for long tests.

Small market size
Switzerland is not a mass market. In terms of volume, it can be compared with Austria or Norway. It has a limited scale, gradual growth, and no explosive downtrend. Here, the strategy of gradual expansion is important, not aggressive marketing: after all, creatives can burn out faster on a small audience.
In order to avoid burnout in a small market and maintain a stable economy, it is important to calculate the maximum coverage in advance and plan creative rotation. For example, if your actual daily volume is about 5-10 thousand unique users, the audience quickly becomes saturated with the same message, and the frequency of impressions begins to hit the effectiveness. Therefore, you should plan to regularly update your creatives about once every 10-14 days.

Creatives for Switzerland: pain → solution

In this section, we will analyze creatives according to a clear principle: for each thesis, we first fix the key pain and psychological barrier of the audience, and then give a practical solution.

Service and trust, not random luck
Pain: people don't want to look naive, they value their data very much, they are afraid of getting into a muddy product, and they are careful when registering.
Solution:

Premium app design that creates the effect of reliability, control, transparency, and convenience: Today, any AI agent for UI vibecoding can handle this task.
instead of “hit the jackpot” triggers, a comfortable experience is more suitable

Important: If you need help launching and testing creatives in the selected geo, please leave a request in our bot. We will help you build your strategy, adapt your approach, and bring your campaign to a stable result.

Clear and neat UI:
Pain: in Switzerland, “product quality” is strongly read in terms of visual: crooked UI/fonts/bad graphics = distrust.
Solution:

clean layouts, minimal visual noise.
references of premium fintech applications.
short offer in 1-2 lines + clear CTA.

Bonuses without inflated promises
Pain: The audience likes benefits, but doesn't like being promised the impossible.
Solution:

bonus as a nice addition, not a last chance.
avoid language that may be interpreted as misleading about the payoff/outcome. Switzerland additionally has separate restrictions around online slots/poker/online casinos, including time windows and requirements that advertising does not encourage excessive gambling.

Conclusion

Switzerland is a Tier-1 market where discipline wins: low volume, high traffic price, strong iOS audience, and increased sensitivity to trust and localization. At the same time, you need to keep in mind the reality of restrictions and the possibility of circumventing them with Profit Rental.

Therefore, the working strategy here looks simple: accurate localization for the German language, a premium appearance without promises of easy money, a bet on analytics and proven partners who have many years of experience, expertise and think long-term.

If you want to fill in Switzerland or other geos with In-App without unnecessary tests and drains at the start, go to our Telegram bot, we will help you build a starting setup and choose a working approach for your offer.

And subscribe to our Telegram channel Profit Rental-there are cases, insights and practical analysis on all kinds of GEO in the In-App.

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