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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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Esports World Cup 2025 Unveils Official Song of the Year and Full Opening Ceremony Line-up

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Til My Fingers Bleed” featuring DINO of SEVENTEEN, Duckwrth, and Telle Smith to debut live alongside Post Malone, Alesso, and Tina Guo at the Opening Ceremony in Riyadh on 10 July

The Esports World Cup Foundation (EWCF) today announced the release of “Til My Fingers Bleed”, the official Song of the Year for Esports World Cup 2025, alongside the full artist line-up for the tournament’s Opening Ceremony. Taking place on 10 July in Riyadh, the ceremony will feature live performances from DINO of SEVENTEEN, Duckwrth, and Telle Smith of The Word Alive, as well as GRAMMY-nominated producer and electronic music sensation Alesso, virtuoso cellist Tina Guo, and global music icon Post Malone, who headlines the event.

“Til My Fingers Bleed” is a high-energy, cross-genre collaboration that fuses K-pop, hip-hop, and rock, capturing the emotion, ambition, and global spirit of the world’s largest esports event. DINO, genre-blending rapper Duckwrth, and metalcore frontman Telle Smith each bring deep ties to gaming culture, from major esports performances to in-game collaborations.

Their live debut of the track will help open a seven-week tournament that is redefining the role of gaming in mainstream culture. The song was written and produced by Alex Karlsson and T.Ma, known for their work with BTS, G.E.M. and ATEEZ, along with Jared Lee (Duckwrth), who wrote the track’s rap verse.

“At its heart, the Esports World Cup is a global celebration of community – where gaming, creativity, and culture converge on the world’s biggest stage,” said Mike McCabe, Chief Operating Officer, Esports World Cup Foundation. “EWC Music, our official song, and the Opening Ceremony help define the identity of the tournament. They reflect the spirit of shared passion and the connective power of music and esports, setting the tone for an unforgettable summer and celebrating how music can elevate competition and deepen fans’ emotional connection to the sport.”

Of the exciting new track, Telle Smith of The Word Alive commented ‘Gaming has been a part of my life for as long as music has, so getting to bring a genre bending song to a global stage like this feels surreal. I’m honored to share the moment in Riyadh with Duckwrth and Dino, I think fans all over the world will love “Til My Fingers Bleed”’.

“From day one, the Esports World Cup has been created as a global stage for gaming culture across all genres.”, said Ariel Horn, Executive Producer, Esports World Cup Foundation. “Each artist on ‘Til My Fingers Bleed’ brings a unique sound that connects with players, whether they’re into sports, fighting, or action games. We’re excited to see how players and fans pick this track up around the world and hope they will embrace it.”

Viranda Tantula, Executive Creative Director, EWC Music, added: “Music is a universal language, and this is something it shares with gaming. What inspires us at this intersection of music and esports is the opportunity to shape new sounds for a truly global audience. We’ve always been drawn to creative experimentation, and with “Til My Fingers Bleed’, we wanted the collision of genres and international artists to reflect the same global mix of games and players that defines the Esports World Cup. The whole team has poured their hearts into this project, and we hope the community,  k-pop, hip-hop, and rock fans feel the energy in both the track and the show.”

Now available across all major streaming platforms, the song is accompanied by a cinematic visualiser on YouTube, and will be featured throughout EWC broadcasts, social content, and live performances throughout the seven-week event.

The release follows “Ascension (Alesso Remix)”, a reimagining of the Esports World Cup’s orchestral theme by Alesso, featuring acclaimed cellist Tina Guo. Both tracks are part of EWC Music, a long-term initiative launched in April 2025 to develop an original music identity for the tournament. The programme began with the recording of a four-track suite at Abbey Road Studios by award-winning composers 2WEI and Hollywood Scoring, and continues with global artist collaborations and live performances.

Through original scores, artist-led tracks, and live performances, EWC Music aims to elevate every moment of the Esports World Cup – from broadcast highlights to trophy lifts and stadium shows.

The Esports World Cup 2025 Opening Ceremony will be headlined by Post Malone. A nine-times diamond-certified artist and lifelong gamer, he has deep ties to the esports world – from streaming Warzone and PUBG to collaborating on in-game events, including his recent Apex Legends crossover. His exclusive performance at EWC 2025 will blend chart-topping sound with a tribute to gaming culture on the world’s biggest esports stage.

The official Song of the Year artists also bring strong music ties to gaming: Duckwrth’s “Start a Riot” featured on the Spider-Verse soundtrack, while The Word Alive’s “RISE” was the 2018 League of Legends Worlds anthem, now streamed over 300 million times.

The Esports World Cup 2025 will once again unite the global esports community in Riyadh, Saudi Arabia, bringing together over 2,000 elite players and 200 Clubs from more than 100 countries. Players will compete in 25 tournaments across 24 titles for a record-breaking $70+ million prize pool – the largest in esports history.

Tickets, including access to the Opening Ceremony, are now available at esportsworldcup.com.

To learn more about the Esports World Cup, visit esportsworldcup.com and follow the Esports World Cup Foundation on LinkedIn. Esports World Cup: Level Up, the five-part documentary directed by Emmy Award-winner R.J. Cutler, is now streaming exclusively on Prime Video.

The post Esports World Cup 2025 Unveils Official Song of the Year and Full Opening Ceremony Line-up appeared first on European Gaming Industry News.

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LGUs, state university get Php20-M emergency vehicles from PAGCOR

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The Philippine Amusement and Gaming Corporation on Thursday, June 26, turned over ten Patient Transport Vehicles (PTVs) worth Php20 million to several local government units and a state university to enhance their emergency medical services.

During the turnover ceremony at the PAGCOR Corporate Office in Pasay City, six PTVs were awarded to the municipalities of Palanan, Quezon, San Isidro, Cabagan, San Mariano, and San Pablo, all in Isabela province.

The City of Parañaque, the municipalities of Tanauan in Batangas and Balabac in Palawan as well as the Mariano Marcos State University (MMSU) in Ilocos Norte also received one PTV unit each.

Each vehicle is fitted with a GPS navigation system and essential medical equipment such as an ambulance stretcher, oxygen tank, wheelchair, and first aid kit.

PAGCOR Chairman and CEO Alejandro H. Tengco joins officials from nine local government units and the Mariano Marcos State University for a photo opportunity during the turnover of 10 Patient Transport Vehicles (PTVs) last June 26, 2025.

PAGCOR Chairman and CEO Alejandro H. Tengco said the PTV distribution is part of the agency’s efforts to improve healthcare delivery and to enhance access to medical services especially in geographically isolated communities.

“We want to ensure that even remote areas have the means to respond to medical emergencies. This is part of PAGCOR’s commitment to reach communities that need government support the most,” Mr. Tengco said.

“‘Yan po ang hangad ng PAGCOR; salamat sa pagkakataong makatulong at makapaglingkod sa inyo,” Mr. Tengco told the PTV recipients during the turnover event.

PAGCOR Vice President for the Corporate Social Responsibility Group Ramon Stephen Villaflor (2nd from left) and Assistant Vice President for Community Relations and Services Eric Balcos (far left) hand over the ceremonial vehicle key to Atty. Christopher A. Mamauag (3rd from left), Mayor of Cabagan, Isabela.

Mayor Christopher A. Mamauag of Cabagan, Isabela – a town where travel to tertiary hospitals takes several hours – expressed gratitude for the assistance and said the vehicle will significantly boost the town’s emergency response capabilities.

“Kami po ay nagpapasalamat kay President Ferdinand Marcos Jr., at sa PAGCOR, sa pamumuno ni Chairman Alejandro Tengco, sa pagpapaunlak sa aming kahilingan na magkaroon ng Patient Transport Vehicle para sa aming mga kababayan sa bayan ng Cabagan.

“Malaking tulong po ito at gagamitin namin ito ng wasto,” he said.

Each patient transport vehicle donated by PAGCOR is equipped with a GPS navigation system, an ambulance stretcher with mounted restraining system, medical oxygen, a wheelchair, and a first aid kit.

 

The post LGUs, state university get Php20-M emergency vehicles from PAGCOR appeared first on European Gaming Industry News.

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Evolution Launches First Live Casino Studio in the Philippines

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Evolution has announced that its first-ever live casino studio in Asia went live today.

Located in Cebu, the Philippines, the studio marks a significant milestone in Evolution’s Asia-Pacific expansion and serves the regulated Philippine online gaming market, which is the first licensed iGaming jurisdiction in Asia.

The new operation launches in partnership with  One Visaya Gaming Corporation (OVG), an industry leading company which operates with strict adherence to PAGCOR’S (Philippines Amusement and Gaming Corporation) code of conduct. This collaboration allows Evolution to offer its trusted live casino content to operators licensed in the Philippines.

Evolution’s state-of-the-art live casino studio in Cebu will initially offer Baccarat tables. Lightning Roulette and other game shows — including Marble Race and the standout Super Color Game, designed especially for players in the Philippines — are due to launch later this year. This new studio marks a major step in Evolution’s commitment to delivering localised, fully compliant entertainment tailored to regional markets.

Gionata La Torre, Evolution’s Chief Executive Officer for Europe, said: “We’re proud to launch our first live casino studio in Asia in the Philippines and be part of its regulated online gaming market. This new studio is a major milestone in our long-term commitment to the region. Partnering with OVG allows us to deliver world-class live content tailored to local preferences through licensed operators.”

La Torre added: “With player favourites available from day one and more exciting titles on the way, our focus remains on quality, innovation, and localisation — the keys to building trust and lasting engagement in any market.”

For trade press and media enquiries, please contact:
Amy Riches, Head of Marketing, [email protected]

For investor enquiries, please contact:
Carl Linton, Head of Investor Relations, [email protected]

 

The post Evolution Launches First Live Casino Studio in the Philippines appeared first on European Gaming Industry News.

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