Let assume that I know about on line gambling (from friends, TV, off-line and e-mail advertising) – usually this fact is associated with a casino brand. In this case, i can search for casino related information, but not for other on line casino (may be later after big losses when I’m looking for free money 
)
I agree, traffic come from SEs (75% from google) – but I’m not so sure
about players. My question (for affiliate managers) is what is the part(%) of players and casino profit that come from a WEBMASTER affiliate program? In special for brand names. (I think a few brand casino make 90% or more inn the industry).