What does iGaming offer?
iGaming offers a variety of monetization options and niches to explore, from sports betting and online games to eSports, fantasy sports, social games, sweepstakes, and more. This diversity allows you to test different offers to find those that generate the best results for your target audience.
Flexibility is also a strong point, allowing a combination of short-term campaigns, like betting on major events, with long-term strategies, like social games where engagement is continuous. The key to success is experimentation and data analysis to identify the most profitable offers.
How to get traffic for iGaming: “Free” Sources
Among traffic sources, “free” options can be valuable, especially for direct advertisers, but also benefit affiliates and media buyers.
SEO (Search Engine Optimization)
SEO is an essential strategy for attracting organic traffic. With an updated website optimized with iGaming-specific keywords, you can attract high-value traffic without significant advertising investment. Examples of content include reviews of betting platforms, sports event reviews, and beginner guides. SEO may take time to yield results, but once well-executed, it provides a steady flow of qualified users.
Social Media
Platforms like Instagram and TikTok are good options for iGaming, especially with affiliate links in bios. It’s important to create engaging content, like videos and stories, and maintain an active presence. Influencer campaigns also work well, especially with those already active in the gaming niche.
Telegram
Telegram has gained traction as an effective platform for attracting organic traffic. The tip is to redirect users from other social networks to exclusive channels on Telegram, where valuable content can be shared, and iGaming offers promoted. Engagement on this platform tends to be high, with fewer restrictions for affiliates.
Twitch
Twitch remains an interesting platform to promote iGaming, mainly through live streams. Many streamers partner as affiliates, playing and promoting iGaming offers naturally. Authentic interaction with the audience can result in higher conversion rates. However, be mindful of Twitch's policies, which have become more restrictive.
How to get traffic for iGaming: Advertising Networks
Advertising networks are a stable and regulated option for iGaming campaigns. Networks like PropellerAds are more receptive to the sector, especially with CPA (Cost per Acquisition) models.
Ad Formats and Bidding Models
1. Onclick (Popunder): This format guarantees maximum reach during the testing phase, allowing for a large volume of impressions quickly.
2. Push Notifications: After the initial test, it’s recommended to scale the campaign with push notifications, such as Classic Push and In-Page Push, which increase engagement.
3. Search Exit: This format captures users actively searching for iGaming or related topics, offering a valuable conversion opportunity.
Which GEOs are the most promising?
Some emerging markets are standing out, such as Kenya, Nigeria, and Morocco, with low competition and accessible budgets. In more established markets, like South Africa, competition is higher, requiring larger investments. In Asia, India emerges as a promising emerging market but with strict regulations. In Latin America, Brazil is also an attractive market but highly competitive.
Best time for iGaming campaigns
The iGaming sector tends to have conversion peaks during major sporting events, such as the World Cup and Super Bowl. These events offer ideal moments to launch campaigns, as the audience tends to engage more in sports betting and predictions.
Creatives for iGaming campaigns
The creatives used in campaigns are crucial to success. Images of women, athletes, and football team flags work well, as long as they are appropriate and visually appealing. Pre-landers with giveaways or quizzes also increase conversion.
Short, direct, and persuasive texts with clear CTAs are essential. Pay attention to each offer’s restrictions, as many do not allow the mention of bonuses or the use of brand logos.
What is the best way to optimize iGaming campaigns?
* Test different operating systems: iOS and macOS tend to have higher CTRs, while Android offers higher traffic volume.
* Adjust bids based on results: When the CTR is high, but traffic is low, increasing the bid or ad frequency can improve results.
* Separate campaigns by GEO: Dividing campaigns by GEO and platform makes performance analysis and optimization easier.
* User Activity Segmentation: Use segmentation focused on more engaged users to maximize the budget.
What makes iGaming traffic special?
iGaming traffic has specific requirements, such as the need to follow strict regional regulations. In the United States, for example, not all types of games are allowed, and laws vary by state.
It’s crucial to be aware of these rules before launching campaigns in certain markets. Additionally, advertising platforms impose their own restrictions.
On TikTok, for instance, iGaming can be mentioned, but direct ads are prohibited in many regions. Meanwhile, Facebook and Instagram allow ads but require specific approvals and certifications of brand legality.
Summary
The iGaming market offers vast potential, but success depends on adapting campaigns, optimizing ads, and respecting regulations. With the right tools and strategies, you can make the most of this sector and achieve significant results.
