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

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!

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Frogo Wins “Anti-Fraud Innovation of the Year” at SiGMA Central Europe 2025
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Frogo has won the “Anti-Fraud Innovation of the Year” award at the SiGMA Central Europe B2B Awards 2025. The award recognizes companies that are redefining how businesses approach risk, security and operational transparency.
Unlike traditional systems focused on blocking individual cases of fraud, Frogo’s approach is built around strategic prevention and real-time decision support. The platform helps businesses to understand their data, predict potential risks and act before losses occur. It combines artificial intelligence, behavioral analytics, graph-based forensics and – most importantly – deep industry expertise in a single environment that enables teams to identify fraud patterns and adapt instantly to changing traffic or threat dynamics.
“We’ve always seen fraud prevention as more than a reactive process,” said Volodymyr Todurov, CEO at Frogo. “Our goal is to help companies think strategically about risk, to build systems that recognize patterns, not just red flags. That’s what makes prevention sustainable.”
The SiGMA jury highlighted Frogo’s ability to balance automation with flexibility, allowing companies across sectors such as iGaming, fintech and e-commerce to maintain both security and user trust. Businesses using Frogo can automate complex fraud checks, reduce operational noise and focus on making informed, timely decisions rather than manual investigations.
The post Frogo Wins “Anti-Fraud Innovation of the Year” at SiGMA Central Europe 2025 appeared first on European Gaming Industry News.
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BOS in debate with Svenska Spel and ATG on SvD Debatt on bonuses in the gambling market
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On November 7, the CEOs of the gambling companies Svenska Spel and ATG published an op-ed in one of Sweden’s main newspapers – Svenska Dagbladet – in which they propose a total ban on all bonuses in the Swedish licensed gambling market.
BOS – the Swedish Trade Association for Online Gambling – responds today in the same paper that such a ban would unilaterally benefit Svenska Spel and ATG commercially, at the cost of poorer consumer protection in Sweden. The latter is related to the fact that a total bonus ban is expected to contribute to an accelerated transition from legally licensed gambling to unregulated unlicensed gambling.
“The elephant in the room for consumer protection is that consumers are to such a large extent absent from the legally licensed part of the gambling market. Instead, they have chosen the unregulated unlicensed market to an alarming extent, partly because of the very generous bonus systems offered there. We should not have that kind of excesses with sky-high bonuses in the licensed market, but to completely ban any form of moderate bonus offer is to give up the fight of defending the licensed gambling market and its consumer protection,” says BOS Secretary General Gustaf Hoffstedt.
Svenska Spel’s and ATG’s debate article is available here: https://www.svd.se/a/nyky6B/bonusar-maste-bort-driver-pa-ungas-spelande-skriver-debattorer
BOS’ debate article is available here, signed by Gustaf Hoffstedt, published today, November 14: https://www.svd.se/a/GyvAK4/spelbolagschefer-driver-spelarna-till-olagliga-spel-skriver-gustaf-hoffstedt
A translated version of Gustaf Hoffstedt’s op-ed can be read below:
Svenska Spel and ATG sacrifice consumer protection
Tighten the conditions for licensed gambling companies even further, demand gambling company CEOs Anna Johnson and Hasse Lord Skarplöth, Svenska Spel and ATG respectively, on SvD Debatt. Today, all forms of programs for loyal gambling customers are already prohibited in the Gaming Act. Johnson and Lord Skarplöth want this ban to now be extended to the currently permitted bonuses for new gambling customers. All in the name of protecting the gambling consumer.
Their reasoning may seem logical to someone who is not more deeply familiar with the conditions in the gambling market. What the reasoning, however, completely ignores is the elephant in the room when it comes to consumer protection in the Swedish gambling market: that consumers are increasingly abandoning licensed gambling companies in favour of companies that operate outside the regulated gambling market. According to a recent study by ATG, one of the signatories of the op-ed, the share of unlicensed online casino gambling can now account for just over 40 percent of turnover. In the unlicensed gambling market, the absence of consumer protection is total. The Swedish state receives zero kronor in gambling tax there and zero kronor in profit from its own state-owned gambling operations.
In the name of good consumer protection, the 40 percent lost to the unlicensed gambling market outweighs the 60 percent who still play licensed. This is because most high-volume gamblers are found among the 40 percent. High-volume gamblers are not synonymous with problem gamblers, but it is among these 40 percent that Swedish consumer protection needs to reach. Which it does not do today.
We believe that everyone agrees and is concerned that gambling among young people under the age of 18 is a growing problem, but to claim that this is due to the welcome bonuses that are currently offered to adult players, without mentioning how today’s young people learn to play for money through so-called skins and loot boxes in their favourite games, is not serious. Especially since data from our neighbouring country Denmark clearly points to the latter as the main reason for the increase in youth problem gambling there.
A high proportion of legally licensed gambling is achieved through striking a balance between consumer protection and gambling pleasure. The gambling consumers must themselves want to be in the licensed gambling market. If this is not achieved, the entire system will collapse.
The gambling authority Spelinspektionen has asked gambling consumers why they prefer to play unlicensed in Sweden to such a large extent. Among the main explanations is always the absence of loyalty programs for existing customers. Now Johnson and Lord Skarplöth also want to remove the possibility of giving a bonus to a new gambling customer. If they get their way, we probably haven’t seen the bottom yet in how low the proportion of legally licensed gambling can fall. As a reference, the Netherlands can be mentioned, whose gambling authority KSA recently announced that the proportion of illegal gambling now accounts for more than half of their gambling market.
So why are Svenska Spel and ATG acting in this way? Well, because even in a shrinking legal gambling market, there are market shares to defend. Both of these gambling companies, which emerged from the Swedish gambling monopoly, took significant market shares with them from the start when the Swedish gambling market was reregulated in 2019. The fact that their competitors, who in many cases start with zero customers on their data base, are prohibited from offering a bonus when a new customer is recruited is of course tempting for the old monopolists.
But they bite their own tail. Because with demands for further restrictions on the legal licensed gambling market, they can only defend their market share in an increasingly shrinking license market.
This is sad to see, because the Swedish gems ATG and Svenska Spel, where in the latter case all Swedes are part-owners of the company, could instead have shown leadership in defending a sustainable gambling license market. These two companies could have brought together the gambling market, or at least the members of their own trade association, for some common good. However, they ignore this and run solo games for short-term benefit for themselves, but not for Sweden and above all not for consumer protection in the gambling market.
Gustaf Hoffstedt, Secretary General, BOS – The Swedish Trade Association for Online Gambling
The post BOS in debate with Svenska Spel and ATG on SvD Debatt on bonuses in the gambling market appeared first on European Gaming Industry News.
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Explore the Galaxy with BGaming’s Star Trek™: The Next Generation
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Rapidly expanding content provider brings an iconic franchise to life with Star Trek: The Next Generation
Popular iGaming content provider BGaming boldly goes where no slot studio has gone before with the release of Star Trek: The Next Generation.
The slot honours the legacy of the show, beaming players into a new dimension with an entertainment-first approach that will please Star Trek fans and newcomers alike.
Star Trek: The Next Generation is a feature-rich adventure that captures the atmosphere and excitement of the legendary sci-fi show. Players will encounter iconic characters from the series, including Captain Jean-Luc Picard, Worf, and Data. Sci-fi sound effects play as the reels spin, while intergalactic-style animations bring the action to life, immersing players in the fast-paced bonus features.
The slot uses a 5×5 set-up, with 3,125 ways to win on every spin, with a cascading win mechanic, ensuring the action never lets up. It also boasts an impressive RTP of 96.46%.
Bonuses are inspired by popular elements from the show, with players able to enjoy Next Generation Free Spins, a Respin Bonus round, and the Warp Speed Wheel, with out-of-this-world wins of up to x10,000 the stake available. Players will also have the option of buying their way into the Respin Bonus and the Free Spins round for x30 and x75 their stake, respectively.
Igor Bondarenko, Product Owner of Publishing at BGaming, said, “We are massive sci-fi enthusiasts at BGaming, so it is an honour to bring one of the greatest sci-fi properties of all time to the reels with Star Trek: The Next Generation.
While this is a celebration of the show’s legacy, the gameplay is engaging enough to attract players who have never seen the series, while also satisfying long-time Trekkies.”
The post Explore the Galaxy with BGaming’s Star Trek™: The Next Generation appeared first on European Gaming Industry News.
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