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

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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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Mustangs Run Wild in Booming Games’ Latest Hit Mustang Hold and Win!

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Gallop into Big Wins with Mustang Hold and Win from Booming Games!

Step into the wild and untamed world of Mustang Hold and Win, where the free-spirited mustangs rule the reels. With a 5×3 grid and 25 paylines, this slot delivers an exhilarating experience with stunning visuals of the American wilderness. The game features Hold and Win mechanics, where landing 6 or more value symbols triggers respins that can lead to massive payouts. Collecting all 15 symbols activates the Grand Bonus, awarding an incredible 1000x your bet!

Keep an eye on the Wilds, which can stack across reels 2, 3, 4 and 5, and substitute for major and minor symbols to boost your chances of winning. Plus, triggering the Free Spins round with 3 scatters gives you 8 free spins, with the possibility of retriggers. During free spins, the Hold and Win feature can be activated, creating even more opportunities for huge rewards.

Whether you’re chasing mustangs or big wins, Mustang Hold and Win offers a thrilling ride with plenty of chances for adventure!

“With Mustang Hold and Win, our goal was to capture the spirit of freedom and excitement that defines the American frontier. The combination of Hold and Win mechanics, vibrant design and rewarding features delivers a truly exhilarating experience that players will want to return to again and again,” said Craig Asling, Director of Games at Booming Games.

The post Mustangs Run Wild in Booming Games’ Latest Hit Mustang Hold and Win! appeared first on European Gaming Industry News.

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Q3 2025 financial results: Ten Square Games delivers solid progress in portfolio transformation

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In Q3 2025, Ten Square Games Group recorded 4.4% q/q growth in bookings, reaching PLN 85.0 million, driven by the continued growth of Wings of Heroes and the entire flight simulation segment, as well as the addition of Trophy Hunter to the Group’s portfolio. At the same time, the Group advanced its strategic portfolio transformation by executing the rebuild process in its core titles. During the quarter, Ten Square Games successfully launched Trophy Hunter, which had a positive impact on Group’s bookings, finalized preparations for the global launch of Real Combat Simulator, and initiated work on a new prototype scheduled for market testing in Q4 2025 to broaden the Group’s future potential.

-“The third quarter of 2025 brought clear progress in delivering on the key pillars of our strategy: rebuilding the foundations of our core titles, accelerating the growth of Wings of Heroes, and investing in new projects. The successful launch of Trophy Hunter, combined with the dynamic growth of Wings of Heroes, helped offset weaker performance of our main titles and increase the Group’s total bookings. This shows that our ongoing initiatives are beginning to deliver tangible results.”
– said Andrzej Ilczuk, CEO of Ten Square Games S.A.

Global launch of Trophy Hunter

A major highlight of the quarter was the global launch of Trophy Hunter. The game generated PLN 3.2 million in bookings in its debut quarter, supported by PLN 6.1 million in marketing expenditures, and has maintained attractive retention and monetization metrics justifying continued scaling. Since launch, the Trophy Hunter team has executed an ambitious development roadmap packed with new arenas and features that further strengthen the product and keep players engaged. In Q4 2025, the game will be further expanded with a major new social feature and additional arenas. The new feature is designed to further boost player engagement.

Rebuild of the Group’s two largest titles

A key project in the third quarter of 2025 remained the transformation process of the Group’s two largest titles – Fishing Clash and Hunting Clash. Both teams continued intensive A/B testing aimed at improving player segmentation and the first-time user experience (FTUE), while also implementing a series of technical enhancements to improve game stability and performance.

The main challenge of this process lies in its time-consuming and large-scale nature – each A/B test typically lasts at least three months, and not all of them deliver positive results, often requiring the team to redesign and rerun tests. In addition, the number of tests that can be conducted simultaneously is limited to avoid distorting the results. Ongoing activities may temporarily affect game operations, player experience, and marketing activity levels.

Despite these challenges, a systematic, data-driven approach remains the most effective method to identify the root causes of game performance issues and to implement lasting improvements that can, over time, help restore growth in the Group’s flagship titles.

Scaling Wings of Heroes

In Q3 2025, Wings of Heroes recorded a 33.4% q/q increase in bookings, driven by record marketing investment and new social features that enhanced player engagement. The game’s strong performance, together with the continued stable growth of Real Flight Simulator – one of the most advanced mobile flight simulation games on the market – strengthened the entire segment’s contribution to the Group’s results.

In September 2025, the Real Flight Simulator team launched the Real World Engine, delivering the most comprehensive visual and technical upgrade to date and setting new standards for immersion, realism, and navigational accuracy in a mobile flight simulation.

The systematic development of flight simulation titles and their stable growth help the Ten Square Games Group stabilize overall bookings and partly offset weaker performance in its main titles.

New projects

In Q3 2025, the Group focused on preparing for the global launch of Real Combat Simulator, which took place on October 7, 2025. The title, developed in a subscription-based model, is unique in the mobile market, with no direct competitors in its segment. With this launch, the Ten Square Games Group is testing the potential of the mobile flight combat game segment.

The launch took place without marketing support, and the game is scheduled to be featured on major distribution platforms at the beginning of 2026.

In Q3 2025, the Ten Square Games team worked intensively on a new prototype inspired by the proven gameplay model of Trophy Hunter and built on the Group’s experience from previous projects. The first market test, across two selected markets, will take place in Q4 2025. A decision regarding the further development of the prototype into a full game will be made no earlier than in the first half of 2026.

The project represents an attempt to broaden the Group’s portfolio beyond the segments in which Ten Square Games currently specializes, marking an important step toward greater diversification and long-term growth.

Financial performance

In Q3 2025, the Ten Square Games Group recorded bookings of PLN 85.0 million, representing an increase of 4.4% q/q, primarily driven by Wings of HeroesTrophy Hunter, and Real Flight Simulator. Adjusted EBITDA decreased to PLN 22.1 million, mainly due to the highest quarterly marketing investment in 2025. The net profit amounted to PLN 17.8 million. Cumulatively for the first nine months of 2025, the Group’s bookings totaled PLN 256.9 million, adjusted EBITDA stood at a strong PLN 79.6 million, and net profit increased by 24.3% y/y to PLN 65.2 million, confirming the financial resilience and efficiency of the Company’s operating model, despite lower overall bookings compared to the previous year.

The share of TSG Store in total bookings amounted to 20.3% in September 2025, reflecting the shift in Group’s portfolio and strong performance of titles without TSG Store integration.

Q4 2025 Focus and Outlook

In the fourth quarter of 2025, Ten Square Games Group will continue to focus on three strategic pillars:

  1. Rebuilding and optimizing core titles to stabilize performance and rebuild long-term value.
  2. Supporting the growth of Wings of Heroes and the flight simulation segment through continued product, supported by marketing investments in Wings of Heroes.
  3. Developing new projects with the potential to diversify and strengthen the Group’s portfolio.

The fourth quarter is traditionally a highly competitive period in digital marketing due to the holiday season. As a result, user acquisition costs are expected to rise, which may temporarily reduce marketing activity in selected titles.

The post Q3 2025 financial results: Ten Square Games delivers solid progress in portfolio transformation appeared first on European Gaming Industry News.

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Elantil partners with Wazdan to strengthen marketplace offering

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Pioneering platform solutions provider joins forces with award-winning software developer to bring a bold new world of games to Elantil’s Marketplace

Elantil, the ground-breaking platform solutions provider aiming to introduce an all-new “strategic backbone” to the iGaming industry, has announced it has further expanded its marketplace offering after partnering with award-winning content supplier, Wazdan.

Wazdan is multi-licensed, ICO/IEC 27001 certified studio that’s currently present in over 30 markets worldwide. Boasting a bumper collection of 250+ slots, table games and video poker titles, the provider has built a strong reputation for marrying innovation with entertainment while supplying partner-centric relationships that maximise growth and retention.

Committed to upholding the highest standards in responsible gaming and regulatory compliance, Wazdan is perhaps best known to players for its pioneering Collect To InfinityTM and Cash InfinityTM features and to operators for introducing Volatility LevelsTM that help them control their variance.

With all Wazdan content now available via a quick and hassle-free integration, Elantil’s Marketplace operators will be able to reach out to the supplier directly to form their own custom agreements, with this ensuring that costs are kept to a minimum and terms remain fully flexible.

This ensures that – unlike with a conventional game aggregator – Elantil partners have full control over the content and services that they choose to add as well as the duration of any contracts, helping them scale dynamically and at a pace in a way that best suits the needs of their business.

John Debono, Chief Technical Officer at Elantil, said: “With Elantil’s Marketplace offering operators a one-stop shop for all their iGaming needs, we’re delighted to be adding Wazdan titles to our impressive roster of content. Available via a simple, one-click integration, these high-quality games will help our clients expand their portfolios and reach new audiences worldwide.”

Andrzej Hyla, Chief Commercial Officer at Wazdan, said: “Having started out 15 years ago as a bunch of iGaming enthusiasts, Wazdan has become one of the fastest-growing studios around – and the relationships we form with partners has been a key part of that success. By making our content available in Elantil’s Marketplace, we’ll now be able to connect with even more operators worldwide, and we’re really looking forward to hearing how we can help them achieve their goals.”

The post Elantil partners with Wazdan to strengthen marketplace offering appeared first on European Gaming Industry News.

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