Where does he reside? I don't think you can be a U.S. citizen and operate an online gambling site.
I have a poker informational site (
www.onlinepokerhq.com) that I use to drive traffic to the big poker sites. From experience, I can tell you that most of their affiliate programs are weak. I would recommend he spend time on that.
PPC traffic is really hard to come by. Hardly any of the search engines will allow PPC for gambling sites. eSpotting is about the only one left and I haven't had much luck with them.
He can probably do well if he attracts the big affiliates. As an affiliate of these sites myself, I would say the best way to do that is with a kick ass affiliate program.
Wish him luck for me
