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IronSource: Top advertising mediation platform
WakeApp continues its educational rubric for mobile app marketers “Source of the Month”.
Why are we doing this?
If earlier, in order for an application to become popular among users, it was simply necessary to create a unique program that has no analogues and connects the client and the service, today this is not enough. The number of applications in the app stores has reached unprecedented heights: 2.6 million in Google Play and almost 4.5 million in the Apple App Store (Statista).
The WakeApp team decided to help novice marketers, partners and specialists in the mobile app promotion market to be aware of the latest GEO trends and traffic sources and promotion features in them. This time we would like to introduce readers to an equally well-known source of traffic and a tool that specializes in promoting mobile applications – Iron Source.
IronSource is a top ad mediation platform and one of the largest mobile app monetization platforms operating in the mobile advertising market since 2010. The platform allows developers to monetize their products, and our clients receive large volumes of high-quality traffic from all over the world. Thanks to automatic costing mechanisms, for each ad impression, developers receive the highest possible payout, and advertisers receive a lead.
In November 2022, IronSource partnered with Unity to form the industry’s leading in-app creation and advertising platform.
Facts about IronSource:
- Industries: Gaming, Mobile App Installs
- Payment Models: CPA, CPC, CPCV, CPE, CPI, CPL, CPM, CPS, CPV, Flat Rate, Revshare / ROAS
- Audience:3 billion
- Applications: +80 000
- 87% of the top 100 Google Play and Apple Store apps are connected to IronSource
- In November 2022, IronSource announced the end of its merger with Unity Ads.
- 50% Research and Development
- Year of foundation – 2010
IronSource provides ready-made ad units with several modern ad formats. An advertiser can capture the attention of users through both impressive reward-per-view videos and interstitial ads and banners.
To attract traffic, it is proposed to use the following advertising formats:
- Rewarded videos. The format is most effective in building mutual trusting relationships with the audience through an equal exchange of values.
- Advertising that works on the principle of mini-shops. The user is presented with a list of actions for which he can receive some valuable reward. The tool allows you to increase revenue from traffic monetization, increase audience engagement, and keep it in the application longer.
- Interstitial video ads. A tool for monetizing traffic using creatives that involve the user going to the advertiser’s website within the software. Allows you to earn money without interrupting the user from using the application.
- Rewarded interstitial ads. A format for attracting large amounts of traffic within the application by rewarding users for watching videos. Appears during natural user transitions.
- The format with the simplest integration algorithm in the application and high demand from advertisers.
Each of the available IronSource formats is an effective tool for attracting potential audience within the application.
IronSource is one of the most popular ad mediation platforms to not only increase app revenue, but also increase your effective CPM. Through IronSource, you can work with several ad networks at once and integrate through a single SDK.
You can choose from 15 ad networks available on the platform. IronSource will manage them for you, which will save your time and make the process of attracting traffic as comfortable as possible. The uniqueness of IronSource is that with its help you can track key indicators such as: DAU, ARPDAU and engagement.
Ad networks connected to IronSource and using its traffic:
- AdColony
- AdMob
- Amazon
- AppLovin
- Chartboost
- Fyber
- HyprMX
- InMobi
- Maio
- Mintegral
- myTarget
- Tapjoy
- UnityAds
- Vungle
Today, IronSource is included in the arsenal of all major market players. A wide range of targeting options brings some advertisers more than half of all incoming traffic, which once again proves the effectiveness of the platform. The platform independently filters incoming traffic and filters out fraud and irrelevant users.
Features of IronSource:
- Access to detailed reporting tools to increase traffic monetization revenue.
- IronSource ads are rigorously tested and do not interfere with application performance.
- Access to auction rates in real time.
- A/B testing. The system offers 3 powerful testing tools to optimize the process of attracting traffic.
- Simple dashboard.
- Setting up an advertising stream with adaptation for different audience segments.
- Separate bids for each platform/publisher/app within the advertising campaign
- Separate rates for each geo within RK
- Integration with AppsFlyer: CPI and cost
- Creative Tracking
- Import bids / bids / CPI without waiting for a manager
- Disabling / enabling advertising campaigns on your own
- A/B testing of creatives: endcards, video
- Fast tech. support
- Full staking support by the IronSource team
Disadvantages of IronSource:
- Heavily loaded technical support
- No notifications to re-roll or stop an ad campaign
The funnel in IronSource is practically no different from other sources of in-app advertising. Users see in-app ads, click on the ad and go to the landing page and app card inside the marketplace. A large selection of high-conversion formats allows you to interest users in the advertised product and encourage them to switch.
High-quality optimization tools, a wide range of targeting options and highly efficient IronSource algorithms allow you to find interested target traffic and significantly save your advertising budget.
How can a marketer use IronSource?
In order to start using the advertising network, you need to register here.
Fill in all the required fields: full name, password, company name, city and country.
After filling in the fields, an email will be sent to the specified email address. Confirm your email to complete registration.
Step 1. Create an advertising campaign
In the left menu, select the Promote item, and then in the opened window, click Campaign → +New.
S
- Specify the name of the advertising campaign
- Add a link to the application
- Choose a payment model
- Determine your minimum auction bid
Step 2. Filling in basic information
Step 3. Set up attribution
- Add click link (Click URL)
- Add a link to the impression (Impression URL)
Step 4: Targeting
- Advertising format. Choice of Interstitial or Rewarding video.
- Device type. Mobile phone or tablet.
- OS version. Android or IOS.
- Publication planning. By default, the campaign starts immediately after the settings are completed. If you do not plan to launch an advertising campaign right now, select “Set dates”.
Step 5. Setting the budget
- Allows you to set a single daily budget for all advertising campaigns.
- By countries. Allows you to set the daily budget for each country separately.
Interesting! The Iron Source functionality allows you to adjust and change the bid within the campaign by choosing certain publishers with higher CR, thus effectively allocating the budget.
Step 6. Setting up country targeting
With IronSource, you can create up to 15 ad groups depending on the GEO.
Step 7. Working with creatives
We can create our own unique creative or choose from those offered by the platform.
To create a creative you need:
- Specify a name for creative groups
- Choose ad format
- Video and carousel
- Video and full screen
- Video and interactive card
- game format
- Select language
Advertising is ready to go!
How is IronSource used at work in WakeApp?
Many of our clients are already connected to IronSource and are successfully getting positive traffic. I would like to note that IOS applications are especially well promoted in IronSource, the site complies with all Apple requirements regarding the preservation of personal data and respect for their confidentiality
The platform allows us to fine-tune the target audience, so our clients receive only relevant and profitable traffic. Extensive targeting settings allow you to comply with all the wishes of advertisers and attract only those users who are potentially interested in the product.
IronSource is one of the most popular ad mediation platforms that allows advertisers to drive high volumes of quality traffic using modern ad formats. Among marketers, IronSource is considered one of the most effective and popular sources of in-app traffic.
IronSource is one of the 30+ sources our media buyers use to promote their WakeApps.
For more than 5 years at WakeApp, we have been using this traffic source for the convenience of our clients, whose goal is to attract a young and, at the same time, solvent audience.
About the rubric: Every month we will issue instructions for promotion: by traffic source and by GEO traffic, talking about the features of promotion in a particular region, sharing prohibitions and life hacks when promoting in a particular source. Think of it as a mobile marketer’s desktop guide.
About us: WakeApp is an international mobile marketing agency with over 9 years of experience in the market. It is a leader in the development and promotion of gaming and non-gaming mobile applications in e-com, video streaming, food delivery, sport, utilities, finance verticals. Earlier in 2022, WakeApp received The Media Agency of the Year at Sigma Asia Awards, in 2021 the agency placed in 5 categories of the 13th edition of the AppsFlyer Performance Index XIII.

Latest News
INCENTIVE GAMES AND GOLDBET LAUNCH NEW FREE-TO-PLAY GAME ‘WINNING5’
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Incentive Games, a leading B2B games provider, has partnered with Goldbet, part of the Lottomatica Group Italy’s leading name in online gaming, to launch a new free to play weekly football game, Winning5.
The game gives football fans a chance to visit the Goldbet app each weekday to ‘collect’ a different Seria A team, selected at random, with play bonus slot, spots bonus, and a €2,000 shared jackpot up for grabs depending on how many of their teams win over the weekend.
The more winning teams players collect, the bigger the prize. From smaller wins for two correct results, to the ultimate reward for collecting all five teams, Winning5 offers players an engaging and free way to add fun to the weeks matches.
On game day, players can track their progress through real-time updates, powered by Incentive Games’ specialised data and analytics to deliver a seamless, engaging experience.
This is the first collaboration between Goldbet and Incentive Games as part of the company’s partnership with Lottomatica.
John Gordon, CEO and co-founder of Incentive Games, said, “Winning5 is designed to bring the thrill of weekend football to life, but in a way that’s free-to-play and accessible. We’re thrilled to partner with Goldbet, one of Italy’s most respected gaming brands, to deliver a product that keeps fans engaged and entertained from kick-off to the final whistle.”
Simone Occhiuzzi, Lottomatica Digital & i-Gaming Director, said, “Our objective is to ensure an ever-expanding for-fun offering for our customers. We are proud to have broadened our engagement bouquet with the introduction of Winning5, further enriching our customers’ for-fun experience.”
The game is now live for all eligible Goldbet customers in Italy.
The post INCENTIVE GAMES AND GOLDBET LAUNCH NEW FREE-TO-PLAY GAME ‘WINNING5’ appeared first on European Gaming Industry News.
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Future-Ready iGaming: Denis Kosinsky, COO of NuxGame, Discusses AI, Innovation, and Scalable Growth
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Denis Kosinsky, Chief Operating Officer at NuxGame, joins us for an exclusive conversation ahead of HIPTHER’s European Gaming Congress 2025.
NuxGame, a leader in delivering powerful B2B iGaming solutions from turnkey casinos and sportsbooks to crypto gaming and modular aggregation, is a General Sponsor of this year’s Congress. With expertise spanning AI personalization, blockchain integration, and real-time analytics, Denis will bring his insights to the EGC panel “Leveraging AI for Competitive Advantage.”
Denis, as COO of NuxGame, you coordinate strategic growth and product innovation. What do you see as the most urgent priorities for iGaming operators today?
From our daily work with operators, we see personalization as one of the most urgent priorities in iGaming today. Players expect the same tailored experience they get from platforms like Netflix or Spotify, where everything feels made just for them the moment they log in. We work closely with our operators to make that possible. Whether it’s helping a slot-focused brand surface the right providers or enabling personalized campaigns by player behavior, our goal is to shorten the path from idea to go-live. With access to more than 16,500 games from over 130 providers, integrated loyalty and tier systems, and advanced analytics, operators can test, optimize, and launch personalized experiences quickly without heavy development cycles. This speed to market is critical. When operators can react fast and deliver relevant content at the right time, players stay engaged, retention grows, and brand loyalty follows naturally. That’s exactly where we focus on helping our partners move fast, personalize smarter, and scale sustainably.
NuxGame offers a multitude of solutions: casino, sportsbook, crypto integration, game aggregator. How do you make sure that your platform stays modular and scalable, and still manage to provide a stable experience for operators and players?
Our platform is built on a modular architecture that allows each business unit such as sportsbook, casino, payments, and back office to operate independently while remaining fully connected within a unified ecosystem. This structure ensures a stable and consistent experience for both players and operators, even when new features are introduced or updates are deployed. Each module can be developed, scaled, or maintained separately, which improves reliability and reduces the risk of system-wide issues. Through standardized APIs and controlled data flows, the business units collaborate efficiently while maintaining autonomy, ensuring high performance and a seamless experience across all platform components.
You’ll be joining the panel on AI in iGaming. How do you see artificial intelligence transforming the industry in the next few years – particularly in areas like player personalization, fraud detection, and operational efficiency?
AI is already reshaping iGaming in powerful ways. In fraud detection, it can uncover complex behavior patterns that traditional monitoring often misses, such as linked accounts or unusual bonus activity. These systems continuously learn from platform data, helping operators reduce losses and improve security. Predictive models are also becoming key in decision-making. They forecast player lifetime value, churn risk, and engagement potential, allowing operators to act early with targeted campaigns or retention offers. The same technology supports smarter CRM and marketing, helping teams focus on the players who matter most. Operationally, AI is improving efficiency through automated KYC verification, odds monitoring, and compliance checks. New AI agents now assist with platform configuration and content generation, enabling faster creation of campaigns, layouts, and recommendations. For players, AI brings true personalization. Instead of hundreds of random games, they see the few most relevant titles, offers, and providers. Operators who apply these capabilities effectively will build deeper engagement, trust, and long-term loyalty.
Gamification and blockchain are big parts of the NuxGame strategy. Could you share how these technologies are boosting engagement and retention for your clients?
Gamification and blockchain are redefining how operators drive engagement and retention, and at NuxGame we focus on turning every interaction into a reason for players to stay active. Our Achievements system rewards players for meaningful actions such as first deposits, login streaks, or consistent gameplay, while event-based notifications deliver these rewards at the right moment to sustain excitement. We extend engagement even further with loyalty programs, leaderboards, and platform chat that connects players directly within the gaming environment. Players can celebrate live wins, share achievements, and compete in real time, creating a social layer that strengthens the overall experience. Another popular feature is Spin Wheel, where operators can offer customized rewards ranging from free spins to bonus credits or unique prizes. It adds instant gratification and keeps players returning for another chance to win. Blockchain technology completes this ecosystem by powering fast, secure Web3 wallet onboarding and transparent crypto transactions, building player confidence from the very first interaction. Together, these features create a seamless, rewarding, and community-driven experience that keeps players engaged and operators growing.
With over 16,500+ games from 130+ providers on your platform, content aggregation is obviously your strength. How do you build partnerships that keep your portfolio diverse, compliant, and competitive?
Our goal at NuxGame is to provide operators with the same experience they would have if they integrated directly with each individual game provider, while delivering a much higher level of efficiency, automation, and control. What makes us different is not only the scale of our portfolio, with more than 16,500 games from over 130 providers, but the quality and depth of data we deliver for every game. We go beyond simple content aggregation by sending complete and enriched game metadata through our API. This includes detailed information such as bonus exposure, available provider promotions, tournament participation, and automated big-win checks. Most providers do not share this level of data, which makes it a key advantage for our partners. By providing it through the API, we eliminate a large amount of manual work for operators, simplify campaign management, and allow instant personalization and reporting. It is not just about having a large and diverse game portfolio. It is about giving operators the tools and real-time data they need to create dynamic, localized player experiences and make smarter business decisions. This is the foundation of our approach at NuxGame and what defines us as a true technology partner rather than just an aggregator.
NuxGame has been a pioneer in cryptocurrency integration. How do you balance the opportunities of Web3 with the obstacles of regulation, security, and user adoption in gaming?
Crypto and Web3 offer huge opportunities for iGaming, but success depends on security, compliance, and user experience. At NuxGame, we built our crypto solution to feel familiar to users of leading exchange platforms, with seamless wallet connections, real-time balances, and instant transactions. The system supports BTC, ETH, USDT, and other major assets, with Web3 wallet integration and direct crypto purchases for fast onboarding. For operators, it delivers built-in fraud prevention, risk monitoring, and compliance-ready reporting. This combination of trust, speed, and intuitive UX makes crypto adoption easy for players and expansion safe for operators.
So what’s next for NuxGame? Are there particular markets or partnerships you’re most excited about as you continue to expand?
We are putting a strong focus on the US market, particularly on enabling operators to launch faster within the sweepstakes model. This segment is growing rapidly but comes with complex regulatory and technical requirements. NuxGame is fully prepared for it with dual-currency logic, built-in compliance automation, and a complete payment orchestration layer that eliminates the typical setup delays operators face. Our platform provides a ready-made, legally tested foundation, so clients can go live without spending months on integrations or legal reviews. Combined with affiliate management, engagement tools, and modular scalability, operators can focus on growth rather than setup. The sweepstakes model is a major opportunity in the US, and our goal is to make NuxGame the go-to solution for fast, compliant, and profitable entry into that market.
Thank you, Denis, for sharing your vision and perspective on how technology is shaping the future of iGaming. We’re excited to hear more from you live on stage at the European Gaming Congress 2025!
Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw
Secure your spot, connect with NuxGame, and discover how leading innovators are redefining the industry.
The post Future-Ready iGaming: Denis Kosinsky, COO of NuxGame, Discusses AI, Innovation, and Scalable Growth appeared first on European Gaming Industry News.
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KingMidas Games and SpinOro Announce Strategic Partnership to Expand Global Reach
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KingMidas Games, a leading iGaming provider, has announced a strategic partnership with SpinOro, a trusted and innovative content aggregator and game provider. The collaboration will see SpinOro take up KingMidas Games’ portfolio of high-quality and cutting-edge titles, and distribute them to operators across Europe, Latin America, and other key markets worldwide.
Through this partnership, operators connected to SpinOro’s aggregation platform will gain access to KingMidas Games’ diverse catalogue of immersive experiences, ranging from next-gen titles and exclusive IP-driven content to classic and feature-rich slot offerings. The integration is expected to go live in late 2025.
“This partnership with SpinOro reflects our shared ambition to connect global operators with premium and differentiated gaming experiences,” commented Sean Auret, Global Head at KingMidas Games. “SpinOro’s reputation for trust, reliability, and innovation makes them an ideal partner as we continue expanding our presence across key markets. Together, we’re creating opportunities for operators to deliver content that speaks to local audiences while maintaining global appeal.”
Jeff Letlat, COO, SpinOro, added: “KingMidas Games’ reputation for bold ideas and next-generation creativity complements our own commitment to bringing operators a portfolio that feels both innovative and commercially impactful. By adding their unique style and forward-thinking titles, we’re not only enriching the variety available to our partners but also ensuring players gain access to experiences designed for the digital-native generation. It’s exactly the kind of collaboration that keeps our platform fresh, diverse, and future-ready.”
The collaboration highlights both companies’ dedication to quality, innovation, and growth in an increasingly competitive iGaming landscape. By combining KingMidas Games’ creative game development with SpinOro’s extensive distribution network and technical expertise, the partnership aims to bring players around the world closer to the next generation of entertainment experiences.
The post KingMidas Games and SpinOro Announce Strategic Partnership to Expand Global Reach appeared first on European Gaming Industry News.
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