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Understanding the Impact of Invalid Traffic: How Online Betting Companies Can Protect Their Ads and Drive ROI

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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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Baltics

HIPTHER Baltics: Vilnius 2026 Agenda Sets the Stage for the Region’s Next Era of iGaming Regulation & Fintech Integration

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The agenda for HIPTHER Baltics: Vilnius 2026 has officially been revealed, marking a defining moment for the Baltic region’s iGaming, fintech, and regulatory landscape.

Taking place on 21 April 2026 at the Hilton Garden Inn Vilnius City Centre, the conference launches HIPTHER’s new Baltics-focused series, a bold evolution designed to bring deeper, jurisdiction-specific insight and high-level dialogue to one of Europe’s fastest-transforming digital markets.

At its core, the Vilnius edition is built around a powerful theme:
“iGaming Regulation & Fintech Integration” — a convergence shaping the future of compliance, payments, and digital innovation across the region.

A Defining Moment: Lithuania’s Regulatory Reset

Lithuania is entering a new phase — one where rapid fintech growth meets tightening regulatory expectations.

The agenda reflects this shift directly, capturing a market transitioning from accessibility to accountability, structure, and long-term sustainability. From post-MiCA realities and stricter AML frameworks to evolving iGaming controls, Vilnius becomes the place where these changes are not just discussed — but decoded.

The Agenda: One Day, Two Stages, Zero Filler

The newly released agenda delivers a high-density, decision-maker-focused experience, designed for professionals who need clarity.

Across two parallel tracks — Compliance & Operations Lab and TechXperience Stage — the program cuts straight to the pressure points shaping the industry:

On the Compliance & Operations side:

  • Gambling Regulation in the Baltics: Enforcement, Gaps, and Political Pressure
  • Post-MiCA Survival: Maintaining Your License Under the 2026 Strictures
  • The Bank Pivot: SME Lending, EMI Stability & Financial Resilience
  • AML 2.0 & MiCA in Practice: Building Compliance That Actually Works
  • The iGaming Ad Ban: Survival Strategies in a “No Marketing” Era

On the TechXperience Stage:

  • Next-gen Payments: A2A, Open Banking & Cross-border Infrastructure
  • AI in Product & Workforce Transformation
  • Blockchain Beyond the Hype: Infrastructure, Tokenization & Settlement
  • Esports, Gaming & Digital Communities: Building Next-Gen Ecosystems
  • AI in Product, Risk & Compliance: From Buzzwords to Deployment + Agentic AI & Data-Driven Organizations

Going beyond theoretical insight, this Agenda is a working blueprint for navigating what’s already unfolding.

Curated Networking & Meaningful Connections

The refreshing morning break and delicious complimentary lunch, will be followed by an evening social gathering at Jazz Cellar 11 –– offering rum, jazz, conversations, and the kind of networking that somehow becomes more productive after the formal agenda ends.

Spotlight on Speakers: The People Driving the Change

The Vilnius stage brings together a carefully selected lineup of regulators, compliance and fintech leaders, legal experts, and technology innovators — the very people operating at the frontlines of transformation.

These are just some of the speakers to take the stage:

  • Rainer Osanik – Head of Fiscal Information and Intelligence Department in the Estonian Ministry of Finance
  • Ineta Mačinskienė – CEO of Walletto
  • Edgaras Abromavičius – President of the Lithuanian Esports Federation and Head of Esports and Gaming at the Lithuanian Football Federation
  • Marija Nudga – Senior Lawyer at Tonybet and Legal Expert in iGaming & Fintech Compliance
  • Kristina Vabinskaitė – Financial Markets Policy Department of the Ministry of Finance of Lithuania
  • Saulius Racevicius – CEO of Pace App and Board Member of the Fintech Hub LT

From professionals securing MiCA licenses and building risk frameworks, to experts advising on international licensing, AML systems, and cross-border fintech operations, the speaker lineup reflects real, hands-on expertise.

These are the leaders and experts shaping how regulation and innovation coexist in real time.

Zoltan Tündik, Co-Founder and Head of Business at HIPTHER, stated about the Vilnius 2026 Agenda:

“Our dedicated Baltics series this year kickstarts in Vilnius and marks a strategic pivot in how we approach regional excellence. Having spent nearly two decades in the media and news sphere, we’ve learned that general insights are no longer enough; the market now demands jurisdiction-specific precision. Lithuania stands at a fascinating crossroads where fintech maturity meets a rigorous regulatory reset. Our 2026 agenda is designed to decode this convergence, helping leaders navigate the post-MiCA landscape and tighten iGaming frameworks. As we celebrate 10 years of HIPTHER impact, Vilnius represents our commitment to staying ahead of the curve, providing the high-level, boutique environment necessary for the industry’s most critical conversations.”

Boutique by Design — Powerful by Nature

HIPTHER Baltics: Vilnius 2026 is intentionally built as a boutique, high-value experience:

  • A senior-level audience of decision-makers
  • Focused, high-quality networking opportunities
  • A premium central Vilnius setting designed for meaningful interaction

The format ensures that conversations don’t get lost in scale — they gain depth, relevance, and momentum.

Join the Conversation in Vilnius

The agenda is now live — and with it, the opportunity to be part of a room where regulation, technology, and strategy converge.

👉 Explore the full agenda & secure your spot: https://hipther.com/events/vilnius/

Because in a year defined by regulatory change, the real advantage belongs to those in the room.

The post HIPTHER Baltics: Vilnius 2026 Agenda Sets the Stage for the Region’s Next Era of iGaming Regulation & Fintech Integration appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Affiliate Succes

ReferOn Secures “Best Affiliate Software 2026” Title at SiGMA South America Awards

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ReferOn, a top-tier affiliate management platform, has been awarded “Best Affiliate Software 2026” at the prestigious SiGMA South America Awards.

This accolade signifies significant market momentum and product creativity central to ReferOn. Designed as a data-centric platform, it minimizes operational friction and enhances efficiency. This acknowledgment strengthens our path to becoming the top affiliate ecosystem in the industry, as we persist in developing high-performance infrastructure that grows with our partners.

Enhancing Productivity on a Large Scale

ReferOn’s expansion demonstrates that the sector is prepared for a more intelligent method of affiliate management. Successfully managing millions of data points from numerous partners demands a highly agile, data-oriented framework. We consistently enhance our platform to eliminate operational clutter, transforming intricate daily activities into smooth, automated processes that promote genuine efficiency on a large scale.

Alex Bukin, General Manager at ReferOn, commented on the win: “This award is a massive milestone for us, and it belongs entirely to our team. Their genuine passion for building an exceptional platform is what drives our rapid growth every single day. We don’t just want to be another tool in the stack; we want to change how affiliate marketing works for the better; making it simpler, more transparent, and much more powerful. We have ambitious plans on the horizon to further expand our capabilities.”

This acknowledgment at SiGMA South America 2026 further confirms our path as we enter our next growth phase. Our plan for 2026 and the future focuses on growth and innovation. We are proactively broadening our international reach, establishing strategic partnerships, and implementing platform enhancements that cater to the intricate requirements of contemporary affiliate networks.

The post ReferOn Secures “Best Affiliate Software 2026” Title at SiGMA South America Awards appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Crypto

Paysafe launches Pay with Crypto solution to meet US iGaming market demand

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Paysafe (NYSE: PSFE), a global payments platform, today announced the launch of Pay with Crypto, a new crypto payment method for iGaming operators and daily fantasy sports brands in the U.S. market. Powered by MoonPay, the leader in global crypto payments and stablecoin infrastructure, Pay with Crypto allows iGaming brands’ customers to use their preferred stablecoin or cryptocurrency to effortlessly fund their player accounts, where permitted.

With a reported ~70.4m American adults owning cryptocurrency and with Paysafe’s own research indicating that 83% of U.S. players have appetite for crypto payments, the company has responded to meet this demand with Pay with Crypto. Whether a player wants to fund their iGaming account using USD Coin (USDC), another stablecoin, or any major cryptocurrency, Paysafe’s new payment option for operators’ cashiers enables their crypto deposit to be rapidly converted to U.S. dollars to allow play.

After selecting Pay with Crypto and their preferred stablecoin or cryptocurrency, players simply connect their crypto or custodial wallet to fund the deposit, with the MoonPay Commerce Checkouts technology also supporting transactions via QR code using users’ phones. Once transactions have been verified, Pay with Crypto instantly converts crypto deposits into U.S. dollars to fund the player account.

The flexibility embedded in the Pay with Crypto solution also extends to operators, which can choose to settle payments almost instantly in stablecoins in their business’s crypto wallet, or settle in U.S. dollars or any major fiat currency through MoonPay’s Virtual Accounts powered by Iron.

Operators can upgrade their cashiers with Pay with Crypto through a single, streamlined integration of the Paysafe Gateway, which has been developed specifically for iGaming and leverages the company’s 30 years’ global experience. With the Gateway already boasting frictionless card payments, the Skrill digital wallet, the PaysafeCash eCash solution, a Pay by Bank product, and 30+ local payment methods, the addition of Pay with Crypto sees Paysafe continue to diversify its offering to meet evolving transactional preferences.

Zak Cutler, President of Global Gaming at Paysafe, said: “Galvanized by the growing popularity of stablecoins, cryptocurrency is evolving in the U.S. from an investment asset into a unit of value for payments, and we’re seeing this shift gather pace in the country’s iGaming market. Against this backdrop, we’re delighted to unveil Pay with Crypto, a forward-thinking solution that strongly positions U.S. operators for their customers’ changing transactional preferences – the future of how they pay when they play.”

Ivan Soto-Wright, Founder and CEO of MoonPay, commented: “Crypto rails are making payments faster and more efficient, and our job is to close the gap between this technology and real-world utility. People shouldn’t have to convert their digital assets just to make a purchase – they want to use what they already have. Paysafe brings that experience to more people through trusted, regulated platforms.”

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