Latest News

5996 Conversions for iGaming Offer with PropellerAds’ Social Traffic Type [Case Study]

Published

1 year ago

October 31, 2024

PropellerAds’ Social Traffic Type feature helped a media buying team reach a whooping 5996 conversions for their iGaming promotion. This is a significant result given that iGaming is a highly competitive niche in South Africa and Nigeria, with Europe slowly but steadily approaching them.

We asked the team how they achieved that and they shared their success secrets and challenges.

Important Information on iGaming in South Africa and Nigeria

Before we proceed with the case study, it’s important to mention that South Africa and Nigeria’s iGaming platforms have low average deposits. However, they see frequent deposits, which helps maintain good ROI for affiliates.

The Offer and Campaigns: A Combination of Traffic Sources

Our client is an affiliate of a licensed iGaming company. They’ve launched as many as 300 ad campaigns, combining various traffic sources to maximise target audience reach.

Here’s a summary of all the information we got from them on their offer and campaigns:

Earning method: They use the RevShare model, with each registered user counting as a conversion. The optimization efforts were based on their leads and performed by our partners.
Target audience and GEO: iGaming enthusiasts from South Africa and Nigeria and people interested in sports.
Campaign period: June – July 2024.
Landing page: All users who click on their ads are redirected to the registration page of the iGaming brand’s official site.
Traffic sources: They combine multiple sources, including PropellerAds, Google Ads, and Facebook. And, while all these sources bring in good traffic, PropellerAds excels by offering the best quality leads.
Ad formats from PropellerAds: In-Page Push and Popunder/Onclick. These are the most commonly used ad formats for iGaming advertisers as they perform the best. Still, some of our partners opt for Push notifications instead, since it depends on your offer specifics (and requires testing).
Tracking: They used their own tracker.

Creatives Reinvented: Tips on Creating Captivating Visuals

Creating something unique in the iGaming vertical is a challenge given the high competition and everything that has already been invented. However, the guys from the media buying team tested some slight changes to classic creatives and found out that these little tweaks made a big change.

Here are the two things they added to typical ads that lead to more clicks:

Match date: Adding the date of the game is like adding a deadline to an offer – it creates an urge for fans to act and click. And, yes, the media buying team saw a positive effect of this tweak, bringing in more leads.

The teams playing: By including who’s playing, you send a clear message to the fans, reaching out to the right ones. No one likes guessing games.

Experimenting: The Key to Campaign Optimization

Launching 300+ campaigns within a month allowed the media buying team to try out different things. They could make data-driven decisions on which creatives to go with based on the results they got from their ads.

Let’s see what they experimented with and how that helped them optimise their promotions for best performance.

Popunder vs Social Traffic Type

The guys from the media buying team wanted to find out if a specific ad format could reduce conversion costs. They tested Popunder vs Social Traffic Type and discovered that the latter one achieved that.

A few words about Social Traffic Type: at PropellerAds, Social Traffic Type is an Onclick/Popunder targeting that helps advertisers cover only ad zones with social traffic that comes from the most widely-used networks, like Instagram, Facebook, and more.

This traffic type allows you to reach real social media users with no restrictions usually implied by social networks, especially when it comes to iGaming.

Here’re the results of their experiment:

Campaign	Popunder traffic	Social Traffic Type
Impressions	96 707 232	61 639
Conversions	5 938	58
CR	0,01%	0,09%
CPL	11.6	8.01

From this, it can be seen that Social Traffic Type drives a lot less traffic to the landing page, thus less conversions. However, it offers a higher CR compared to Popunder. With that in mind, it can be concluded that Social Traffic Type is a less expensive, yet effective method.

Campaign Optimization

After realising that Social Traffic offers a more cost-effective solution compared to the Popunder variant, the team aimed to enhance their results. Curious about the potential impact, they set out to refine their approach, applying the same campaign optimization techniques they’d used successfully in the past. The goal was to perfect their strategy and push performance even further.

The result

Nothing changed! None of the optimization actions were effective and the conversions remained the same.

Why did this happen?

According to our optimization specialist, it may be because Social Traffic Type consists of only active users regularly engaged in iGaming activities.

Why is this good?

Because there’s no need for further campaign optimization when using Social Traffic Type.

Targeting Broader Audience

Our clients also widened their target audience. They focused on all mobile Android users, with iOS users being targeted once in a while. This resulted in higher CR and ROI even though the minimum deposit amounts are lower compared to the US and European markets.

Daily Budget Reduction

Our partners decided they wanted to see if less money spent on ads will change the traffic volume. Their daily budget was $500-$1000 and it turned out to be enough for constant conversion flow.

Wrapping Up

So, what have we learned from this case study?

In-Page Push and Popunder ad formats are really effective in the iGaming vertical.
Making slight changes to your creatives like adding match dates, players/teams’ names, and bonus information can make a big difference in your campaigns’ success.
Try Social Traffic Type.
Widen your audience.
Include Tier 3 GEOs in your target zones. Although the deposits are lower, their high frequency makes up for it.
The number of registered users and deposits shows the success of your campaigns.

Launch for Success with PropellerAds

PropellerAds is the go-to option for many advertisers in the iGaming vertical as they have various niche-specific tools for optimising campaigns.

Here’s what they offer to clients:

High-quality traffic for offers in numerous verticals: iGaming, Finance, Utilities, Social, and more.
Multiple ad formats and traffic types, including Push, Popunder, In-Page Push, Interstitials, Survey Exit (users who just completed a survey), Social Traffic Type and more.
Unique tools for targeting specifically iGaming audience – Demographics and Interests Targeting.
Great optimization tools like Subzones optimization.
Cross-continent reach: Apart from serving African countries, they also work with clients from other continents offering traffic to all imaginable GEOs.

Maximise your iGaming offer conversion rate with PropellerAds!

Related Topics:iGaming Latest-News PropellerAds Social Traffic Type

Wladimir P.

Prague Gaming & TECH Summit 2025 (25-26 March)

Latest News

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

20 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

Latest News

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

20 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

20 hours ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: