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Understanding the Impact of Invalid Traffic: How Online Betting Companies Can Protect Their Ads and Drive ROI
We are honored to publish this byline by Richard Metcalf, Director of Business Development EMEA, TrafficGuard. Make sure to let us know your comments below the article.
The global pandemic has undoubtedly caused a massive increase in the number of active users that gamble regularly. A global statistic from Casino.org suggests that almost 26% of the world’s population gamble, and the global gambling market is expected to grow from $76.79 billion to an impressive $127.45 billion by 2025, according to Research and Markets.
Betting companies are having to distinguish themselves in such a highly competitive and evolving market by investing in digital campaigns and using premium ad networks. However, many of these channels may not be properly equipped to deal with invalid traffic and ad fraud, and as a result, could be losing large amounts of money every day to fraudsters.
The level of financial and competitor growth within the industry has created a strong attraction from fraudsters, and gambling companies can fall prey with little to no knowledge this is even occurring. And, with the betting industry only saturating further, companies cannot afford to suffer from low ROI and poor campaign performance.
Understanding the Risk of Ad Fraud
The risks associated with virtual gambling are unfortunately heightened with such lucrative rewards on offer and many betting companies deploy protection to help minimise the risk of fraudulent transactions or unethical behaviour. However, there is a real lack of awareness around ad fraud within gambling, and many companies don’t realise the level of impact it’s having on them.
Ad fraud is any traffic that is maliciously created and used to target companies’ advertising budgets, and is a subset of invalid traffic, meaning any advertising engagement that is outside of the target of an advertising campaign.
Here are just some of the ways ad fraud is threatening your ad campaign:
- Bots – Bots are programmed to emulate human behaviour and vary in levels of sophistication and can do anything from clicking and viewing ads to watching videos. Promo abuse bots that click on paid search ads and then run scripts to claim free bets or free spins are highly prevalent in online gaming. As these bots ‘convert’, delivering misleading marketing metrics, it means you are likely optimising campaigns using the wrong data and towards winning more bot traffic.
- Browser-Related Fraud – For example, location fraud, which involves manipulating users’ location information to match the advertiser’s targeting criterion, and domain spoofing, when bad actors monetise the traffic from low-quality sites by manipulating the domains and making it appear to come from high-quality sources.
- Misattribution Fraud – A large volume of clicks on both affiliate and mobile campaigns are faked from a mobile device, even though the user never clicked the ad. If a user with a similar fingerprint then visits the target website and installs the app, the spammer receives credit for the conversion/install and is paid commission.
In reality, the result of ad fraud is inaccurate advertising results and wasted budget. One globally-renowned online betting company that was running a Google Ads campaign found that 23% of its clicks were invalidated, which equated to 28% of its advertising spend.
Without any prior visibility or protection, 71% of the gambling company’s wasted spend was attributed to just one of its campaigns. If the company had the visibility and awareness it truly needed to be able to address the problem, there was an opportunity to save $115,000, a mixture of media spend and potential losses in bonus deposits.
All gambling companies that run Google Ads campaigns are equally as vulnerable as this online betting company, which makes it crucial for marketers operating within this industry to proactively put themselves ahead of fraudsters with increased visibility, accurate analytics, and real-time protection.
Protecting and Saving Your Budget
With confidence in your data and analytics, the saving potential for gambling companies is around 10%, 7% higher than that of other verticals. The solution to invalid traffic starts with knowing exactly how it is impacting your business, and how you can combat it. With trustworthy data that analyses every bit of traffic quality, you can easily make a business case to combat bots, browser fraud and misattribution.
With visibility into the scale of the problem, betting companies can then properly evaluate the right solutions and the partner needed to help solve it. Once you’ve identified a partner with the right skills, technology and expertise for you, they can make an immediate impact.
Elimination with Prevention
Ad fraud currently dominates many betting companies globally, but a change of hands is within reach. Luckily, stopping invalid traffic doesn’t have to be complex or costly. In fact, the money you save will almost always outweigh your investment into stopping it, ensuring you can focus solely on making new savings.
By combining proactivity with visibility, betting companies can make enormous savings and address invalid traffic with confidence and ease. With many betting companies globally only looking to scale their digital marketing further, now is the time to understand your advertising losses and prevent them to achieve maximum growth and success.
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GR8 Tech is implementing a series of platform-wide enhancements designed to help operators maximize performance during the year’s biggest sporting event. With the World Cup expected to drive massive traffic, repeated betting surges, and intense competition for player acquisition, these updates focus on the areas that most directly impact operator results. The improvements aim to help partners convert more traffic, retain more players, and extract greater value throughout the entire tournament journey.
“World Cup traffic by itself does not guarantee better results. What matters is how well operators can turn that attention into acquisition, conversion, retention, and long-term player value,” said Denys Parkhomenko, Chief Product Officer at GR8 Tech. “That is where our focus is right now. We are enhancing the sportsbook experience, expanding engagement and loyalty tools, and advancing our crypto capabilities to help partners make the most of the biggest opportunity of the year.”
Key Areas of Focus
1. Sportsbook
The sportsbook is receiving a comprehensive upgrade, including redesigned navigation for easier event discovery, improved campaign visibility, and enhanced Bet Builder functionality. Additional updates include quick-access, player-specific markets and new Odds Boost features, balancing player appeal with margin control.
2. Engagement and Retention
GR8 Tech is expanding its loyalty and bonus systems with a VIP-focused program, automated bonus mechanics, more flexible bonus selection, and enriched casino and sports-related engagement tools. The update also includes updated tournament settings and the introduction of new game content to enhance player retention.
3. Crypto
The company is strengthening its crypto offering with early-stage player segmentation based on wallet transaction history, more flexible VIP and risk management before first deposit, and smoother wallet-based payments, including ramp payments and direct top-ups via WalletConnect and other wallets.
Across the platform, these updates are designed to help operators capitalize on the World Cup’s peak traffic, delivering measurable improvements at every stage of the player journey. Detailed release notes will follow, highlighting specific product enhancements and the developments shaping GR8 Tech’s World Cup-ready platform.
GR8 Tech – Platform for Champions
GR8 Tech is an award-winning provider of high-performance sportsbook and iGaming solutions that empower operators to lead and win in competitive markets. Its portfolio includes Crypto Turnkey and Hyper Turnkey solutions, ULTIM8 Sportsbook, Infinite Casino Aggregation, and the proprietary affiliate management platform Aff.Tech.
With a geo-specific, operator-first approach, GR8 Tech delivers practical innovations that drive measurable results quickly and efficiently. Trusted by top operators worldwide, the company has over 100 successful deployments and multiple industry recognitions, including Platform Provider of the Year at the SBC Awards 2025.
The post GR8 Tech Unveils Major Platform Enhancements Ahead of the World Cup appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
QTech Games, the leading game aggregator for emerging markets, has announced a groundbreaking partnership with Sentient Gaming Group, giving its platform clients access to a next-generation live-casino catalogue featuring the world’s first interactive AI live-dealer experience.
Sentient brings unprecedented realism to digital live casino gaming by combining advanced AI with real-time gameplay, allowing players to interact directly with AI dealers and characters in immersive casino environments. This creates a personalized, highly engaging experience that elevates traditional online table games.
The first release, AI Roulette with Amanda, introduces a fully interactive AI croupier who engages with players while delivering a classic European roulette experience. Available exclusively through QTech Games, the launch marks the debut of AI-powered live casino entertainment on a global scale.
Sentient is already expanding its portfolio with additional AI characters, new table games, branded experiences, and multiple language options. Each AI dealer is designed with a unique personality and specialization, learning from player interactions to provide a more authentic and personalized user experience.
The partnership delivers five key USPs:
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World-First AI Live Casino – introducing a new gameplay category with fully interactive AI dealers.
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Next-Gen Croupiers – intelligent, engaging AI dealers delivering a more immersive casino experience.
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Exclusive Global Launch with QTech – AI Roulette with Amanda debuts exclusively on the QTech platform.
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Real-Time Interaction – players can chat and interact dynamically with AI dealers.
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Customizable AI Experiences – operators can request branded dealers, localized characters, and tailored experiences for their audiences.
Upcoming releases will include fully customizable live-dealer games such as Roulette, Blackjack, and Baccarat, combining classic formats with innovative features that provide fresh, interactive gameplay.
As a leading aggregator for emerging markets, QTech Games offers the broadest, regionally localized gaming portfolio, with native mobile apps, reporting and marketing tools, and 24/7 local-language support. The partnership with Sentient enhances the platform’s diverse offerings, providing operators with cutting-edge content to attract and retain players worldwide.
Kapil, AI Leader at Sentient Gaming Group, commented:
“Live-dealer products are in high demand globally, but Sentient’s next-gen croupiers take the experience to the next level. Our AI-powered tables combine roleplay, personalized interactivity, and real-time engagement, creating a revolutionary live-casino vertical. Launching AI Roulette with Amanda with QTech is a world-first example of this innovation. This partnership allows us to expand into emerging markets across Africa, Asia, and Latin America, delivering bespoke AI solutions that deepen engagement and brand loyalty.”
Philip Doftvik, CEO of QTech Games, added:
“Sentient immediately stood out as a pioneer in live-dealer gaming. Their AI croupiers are always on, responsive, and continuously learning from interactions, creating a highly personalized player journey. AI Roulette with Amanda is an exclusive, industry-first launch for QTech, and we’re excited to see how this innovative game resonates with audiences across emerging markets.”
The post QTech Games adds deeper AI-realism to its live-casino suite via Sentient Gaming Group appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Centurion Winner Grand Chance™
New from Inspired: Luck It Up™ and Centurion Winner Grand Chance™ available online & on mobile
Inspired Entertainment, Inc., a prominent B2B supplier of gaming content, systems, and solutions, has announced the introduction of Luck It Up!
and Centurion Winner Grand Chance, now accessible to operators in the UK and Maltese iGaming sectors.
Luck It Up! is the newest addition to the immensely popular Cash Bank series, featuring an Irish theme this time. The game features a Free Spins Bonus that activates when four or more four-leaf clover cash symbols appear in the base game, granting eight free spins. A pseudo-persistence element gathers cash symbols while playing the base game to increase the Cash Bank and randomly activate the Wheel Bonus Game, allowing players to spin for more free spins, access the Cash Bank Bonus, or one of four Prize Pots: Mini, Minor, Major, or Grand. Extra options such as Bonus Buy, Fortune Spins, and Gamble provide players with more opportunities to boost their winnings or quickly access the Free Spins Bonus round. Luck It Up! becomes part of Inspired’s growing collection of enjoyable medium-volatility, Irish-themed games, aimed at providing seasonal thrills and all-year amusement.
Centurion Winner Grand Chance expands on the achievements of the award-winning Golden Winner Grand Chance, now featuring Inspired’s iconic Centurion character. In the core game, Bonus symbols accumulate in a golden coin pot, leading to the activation of the Free Spins Bonus, where players choose their number of spins and initial position on a progression trail. Upon arriving at the trail’s end, a formidable x10 multiplier is triggered on all Centurion collectors, resulting in significant win possibilities and thrilling celebratory gaming experiences. The Grand Chance coin enhances the experience by offering one of four prize pots, introducing jackpot-style excitement to a well-established mechanic that combines known gameplay with a cherished theme.
Claire Osborne, Managing Director of Interactive at Inspired Entertainment, said: “These launches highlight our focus on delivering content that blends proven mechanics with strong themes players can instantly connect with. Luck It Up! re-enforces our strength as the home of the seasonal game, joining a growing portfolio of fun Cash Bank titles that resonate greatly with players globally. Centurion Winner Grand Chance features one of our most beloved characters, the mighty Centurion, and pairs him with the hugely popular Grand Chance mechanic, a combination that’s a recipe for success! Together, these titles showcase how we continue to evolve familiar gameplay in ways that keep players engaged and excited.”
The post New from Inspired: Luck It Up™ and Centurion Winner Grand Chance™ available online & on mobile appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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