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IronSource: Top advertising mediation platform

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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
  • Facebook
  • 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

  1. Specify the name of the advertising campaign
  2. Add a link to the application
  3. Choose a payment model
  4. Determine your minimum auction bid

Step 2. Filling in basic information

Step 3. Set up attribution

  1. Add click link (Click URL)
  2. Add a link to the impression (Impression URL)

 

Step 4: Targeting

  1. Advertising format. Choice of Interstitial or Rewarding video.
  2. Device type. Mobile phone or tablet.
  3. OS version. Android or IOS.
  4. 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

  1. Allows you to set a single daily budget for all advertising campaigns.
  2. 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:

  1. Specify a name for creative groups
  2. Choose ad format
  • Video and carousel
  • Video and full screen
  • Video and interactive card
  • game format
  1. 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.

G2E 2025

NOVOMATIC Delivers a High-impact Showcase at G2E 2025 in Las Vegas

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The NOVOMATIC booth #1259 was a true crowd magnet throughout all three show days of G2E 2025, attracting record visitor numbers and exceptional feedback from operators and partners. Combining innovative products with an energetic presentation, the company successfully translated its “Play like you own the Block” theme into a powerful on-site experience. Large LED video walls, street art-inspired visuals, and interactive highlights turned the booth into a dynamic meeting point that captured the authentic spirit of Las Vegas while emphasizing NOVOMATIC’s creative and forward-looking brand identity.

Brilliance perfected: U.S. debut of DIAMOND X 1.55J Quattro

The highlight of this year’s showcase was the U.S. premiere of the DIAMOND X 1.55J Quattro, which expands NOVOMATIC’s internationally successful DIAMOND X series with a new flagship cabinet. The model impressed operators with its striking 55” UHD J-curve screen, elegant silhouette and superior ergonomic design, setting new standards in player comfort and visual impact. A refined glass touchdeck and an integrated high-performance soundbar elevate the gaming experience, combining intuitive player interaction with immersive audiovisual quality.

In combination with the dedicated Sign Packages, the DIAMOND X 1.55J Quattro becomes a true centerpiece on any gaming floor. These signage solutions are available for configurations of four or six cabinets and feature perfectly harmonised LED animations and dynamic game content integration. This holistic design approach ensures that every DIAMOND X installation stands out as a premium showcase of technology, performance and style.

Together with the full V.I.P. X cabinet line – V.I.P. X Galaxy 2.65, V.I.P. X Royal 1.85, V.I.P. X Dream 3.43 and V.I.P. X Lounge 2.32 – the DIAMOND X 1.55J Quattro reflects NOVOMATIC’s engineering excellence and long-term reliability. Its modular setup and service-friendly concept make it a future-proof investment for both single installations and banked configurations. With its eye-catching sign solution, dynamic LED lighting and bold design, the presentation stood out as one of the true visual highlights of the NOVOMATIC booth.

Next-level content: linked progressives and game highlights

NOVOMATIC impressed operators and visitors alike with a powerful portfolio of new gaming content designed to deliver excitement and performance at every level. The latest addition to the company’s successful jackpot families, ULTRA BOOST 3 Treasures, premiered with three captivating titles – Grand Eagle, Mighty Taurus and Tiger Storm – combining proven mechanics with engaging bonus features and striking audiovisual effects.

Another major highlight was XTENSION LINK Evolution, the latest chapter in NOVOMATIC’s internationally acclaimed jackpot series. Building on the remarkable global performance of its predecessors, this new edition introduces fresh game concepts and enhanced jackpot dynamics for an even more captivating player experience. The XTENSION LINK series, now spanning Volume 3, Volume 4 and the brand-new XTENSION LINK Ultimate, continues to set benchmarks in entertainment and floor performance worldwide.

Also drawing strong attention was RISING TREASURES – Sizzling Hot Treasure Inferno, which expands the popular franchise with fiery Free Games and Xtra Spins. Another standout was the all-new “De la Isla!” Wide Area Progressive, which has been developed exclusively for the Puerto Rican market, reflecting NOVOMATIC’s focus on localized content and tailored game design. Each title showcases the company’s commitment to high-performing game mathematics, compelling player experiences and measurable ROI for operators, again confirming NOVOMATIC’s ability to combine entertainment and profitability in equal measure.

System innovation: Novo Unity Pro and NOVOVISION

At G2E 2025, NOVOMATIC also highlighted its cutting-edge system solutions that redefine efficiency and player experience in modern casinos. The latest version of Novo Unity Pro impressed operators with its flexible architecture and seamless integration of live, automated and electronic table games, including Roulette, Blackjack, Baccarat, Poker and Slot Games. Its modular design allows operators to precisely tailor layouts and functionalities to meet their venue’s needs, ensuring maximum entertainment and operational efficiency.

The NOVOVISION casino management system showcased advanced functionalities for comprehensive casino management, player tracking, and responsible gaming. With a future-proof platform based on the latest technologies, NOVOVISION continues to set new standards for transparency, security, and data-driven decision-making – empowering operators to optimize their venues’ performance and elevate the player experience across all touchpoints.

Sabine Stoppel, Managing Director of NOVOMATIC Americas, said: “Our team delivered a seamless performance from concept to show floor. By combining a deep local market understanding with global innovation, NOVOMATIC continues to create sustainable impact and long-term partnerships.”

Jakob Rothwangl, Managing Director of NOVOMATIC Americas, said: “G2E 2025 demonstrated what is possible when strong teams, bold ideas, and customer confidence come together. Play like you own the Block is more than a theme – it defines how we think, act, and create value in every market.”

Thomas Schmalzer, VP Global Sales & VP Product Management, NOVOMATIC AG, said: “G2E once again confirmed the global relevance of NOVOMATIC’s innovations. From cabinet design to game performance, our products inspire confidence and deliver results. We sincerely thank our customers and partners for their trust, loyalty, and ongoing collaboration, which continue to drive our mutual success.”

The post NOVOMATIC Delivers a High-impact Showcase at G2E 2025 in Las Vegas appeared first on European Gaming Industry News.

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CasinoWebScripts

CasinoWebScripts Launches Revamped Crypto Casino Platform with Advanced Features

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CasinoWebScripts, a leading provider of casino software and game content, has released its newly upgraded cryptocasino platform. The launch strengthens the company’s position as a top solution for operators who want full control, flexibility and innovation in the blockchain gambling space.

With over 15 years of experience in iGaming development, CasinoWebScripts has redesigned and expanded its digital-currency casino solution to deliver a cleaner interface, faster performance and a broader range of tools that give operators a genuine competitive edge.

New Lobby UI and Improved User Experience

At the core of the update is a reworked lobby interface. The new design is clean, responsive and modular, so operators can display games, promotions and categories in a way that matches their brand identity. The platform optimises game grouping, filter logic and launch speeds across desktop and mobile devices to provide smoother navigation and faster content access.

Key Advantages of the Platform

CasinoWebScripts’ cryptocasino platform introduces a powerful feature set that few other providers combine in a single package:

• Provably Fair Replay for In-House Games — every spin or game round can be verified through transparent, cryptographical algorithms

• Compatibility with Any Cryptocurrency — operators can integrate any coin supported by their wallet infrastructure, without being limited to specific tokens.

• Comprehensive In-House Tools — the platform includes a complete suite of management and marketing features such as a bonus system, reward-code system, daily login wheel, affiliate module and more, all built to the highest standards.

• Flexible, Fair Pricing — pricing models scale with the operator’s growth, ensuring fairness and transparency from launch to expansion.

• Source Code Licensing & Exclusive Rights — operators can purchase full source-code access for complete customization and branding control. Exclusive licensing is available for those who want proprietary game content.

Oscar Stevens, Business Development Manager at CasinoWebScripts, said: “This launch focuses on what operators actually need — transparency, control, and independence. With provably fair replays, full crypto compatibility, and source-code options, our platform gives clients the freedom to own and shape their casino business entirely.”

The post CasinoWebScripts Launches Revamped Crypto Casino Platform with Advanced Features appeared first on European Gaming Industry News.

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12Bet

12BET’s Customer-First Approach Earns Shortlist for Best Customer Service at EGR Operator Awards

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12BET, shaping the igaming landscape since 2007, has been shortlisted for “Best Customer Service” at the EGR Operator Awards 2025. This recognition highlights 12BET’s commitment to building trust, transparent interactions and placing customer satisfaction at the heart of its operations. Being named a finalist shows how 12BET’s service philosophy sets new standards in responsiveness, empathy and professionalism across its global player community.

In 2025, 12BET strengthened its customer-first approach with honest communication and transparent service. A structured Trustpilot review programme invited genuine feedback from long-standing users, building public trust while informing service improvements. This reflects 12BET’s belief that customer feedback should not only resolve issues but also inspire continuous learning and evolution.

“We are proud to be recognized for Best Customer Service at the EGR Operator Awards. Customer trust is the foundation of our brand, and this shortlisting honors the dedication of our teams who serve players with integrity and care. Every interaction is an opportunity to reinforce our values and strengthen our relationship with the community,” 12BET Spokesperson Rory Anderson said.

The post 12BET’s Customer-First Approach Earns Shortlist for Best Customer Service at EGR Operator Awards appeared first on European Gaming Industry News.

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