Latest News
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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Betandyou
Betandyou shortlisted for three international awards
Despite the cold winter, the iGaming industry is entering its hottest season — awards season. This is the time when international experts evaluate the most innovative products, technologies, and services, highlighting the companies that set the standards for the year ahead. This season, Betandyou is kicking off with a strong start, making it onto the shortlist of several prestigious international awards.
Betandyou has been named a finalist at the European iGaming Awards in the category Sports Betting Platform of the Year, which recognizes brands delivering exceptional innovation, operational excellence, and user experience. At the same time, the brand has been shortlisted in the same category at the International Gaming Awards, one of the most influential global iGaming awards, where judging focuses on technology, UX, responsible gaming, and platform reliability.
Additionally, Betandyou has made it to the finals of the LCB Awards, earning recognition in three separate categories. This award is particularly meaningful because it combines expert evaluation with feedback from the real user community, reflecting both industry acknowledgment and players’ trust.
The Betandyou team commented on these nominations:
“This is an important milestone for us and a sign that our approach to product and service resonates with both the professional community and our users. We are grateful to the experts, partners, and players for their trust. Being shortlisted is already an achievement, and the wins are just the next step.”.
The team would like to thank partners, industry experts, and users for their support and high evaluation of the project. Awards season is just beginning, but Betandyou is already gaining international recognition as a strong player in the sports betting market.
Betandyou is a next-generation sports betting platform offering a seamless and secure experience for players worldwide. With a focus on innovation, fast payouts, and user-friendly design, Betandyou continues to set new standards for the online betting industry.
The post Betandyou shortlisted for three international awards appeared first on Gaming and Gambling Industry Newsroom.
Latest News
Betandyou shortlisted for three international awards
Despite the cold winter, the iGaming industry is entering its hottest season — awards season. This is the time when international experts evaluate the most innovative products, technologies, and services, highlighting the companies that set the standards for the year ahead. This season, Betandyou is kicking off with a strong start, making it onto the shortlist of several prestigious international awards.
Betandyou has been named a finalist at the European iGaming Awards in the category Sports Betting Platform of the Year, which recognizes brands delivering exceptional innovation, operational excellence, and user experience. At the same time, the brand has been shortlisted in the same category at the International Gaming Awards, one of the most influential global iGaming awards, where judging focuses on technology, UX, responsible gaming, and platform reliability.
Additionally, Betandyou has made it to the finals of the LCB Awards, earning recognition in three separate categories. This award is particularly meaningful because it combines expert evaluation with feedback from the real user community, reflecting both industry acknowledgment and players’ trust.
The Betandyou team commented on these nominations:
“This is an important milestone for us and a sign that our approach to product and service resonates with both the professional community and our users. We are grateful to the experts, partners, and players for their trust. Being shortlisted is already an achievement, and the wins are just the next step.”.
The team would like to thank partners, industry experts, and users for their support and high evaluation of the project. Awards season is just beginning, but Betandyou is already gaining international recognition as a strong player in the sports betting market.
Betandyou is a next-generation sports betting platform offering a seamless and secure experience for players worldwide. With a focus on innovation, fast payouts, and user-friendly design, Betandyou continues to set new standards for the online betting industry.
2025 BGA State of the Industry Report
MENA Emerges as Global Growth Engine for Blockchain Gaming, BGA 2025 Report Finds
The Middle East and North Africa (MENA) has emerged as the fastest-rising region in blockchain gaming, now representing nearly one-fifth of all industry professionals surveyed by the Blockchain Game Alliance (BGA), according to the newly released 2025 BGA State of the Industry Report.
The findings were unveiled on stage at the Global Blockchain Show Abu Dhabi 2025 by Sebastien Borget, Co-President of the BGA and Co-Founder of The Sandbox, during a panel discussion titled ‘Web3 Gaming’s Big Bet’ with Yat Siu, Chairman of Animoca Brands, and Cathy Hackl, CEO of Future Dynamics, moderated by Wissam Younane, CEO, Entrepreneur Middle East.
“Sharing this year’s BGA State of the Industry Report in Abu Dhabi shows the promise and huge potential of blockchain gaming’s next phase, and MENA’s rapid growth is a big signal that new regions around the world are stepping into leadership roles,” said Borget. “What we’re seeing in the data is an industry becoming more global, more disciplined, and more focused on building great games for real players.”
MENA’s representation has surged from virtually no presence in the survey sample just five years ago — under 1% in 2021 — to 19.8% of respondents in 2025, marking the most pronounced regional shift since the survey began. When combined with Africa’s steady growth, rising from 0.5% in 2021 to 5.5% in 2025, the two regions now account for more than a quarter of all global responses to the survey.
This momentum reflects a broader realignment in the gaming and technology landscape. MENA has become one of the world’s fastest-growing gaming markets, underpinned by a youthful, digitally-native population and extensive government investment into gaming, esports, and digital infrastructure. As global capital increasingly flows into the region through strategic acquisitions, large-scale development initiatives, and major esports events, blockchain gaming’s rising professional footprint signals that MENA is actively shaping the future of the sector.
The BGA’s growth across MENA and Africa has been strongly attributed to the leadership and regional advocacy of Yasmina Kazitani, who was elected by the BGA membership as the organization’s first female Co-President in March 2025.
An Algerian-born ecosystem builder with deep ties across both regions, Kazitani has focused on community partnerships and grassroots outreach in emerging markets, broadening participation while championing access for previously underrepresented groups. She is also a long-standing advocate for gender diversity and inclusion as Co-Founder of the Women in Web3 Alliance, working to reduce barriers to entry and elevate female leadership within the industry.
“The survey results reflect what we see on the ground: new communities with new talent and stewardship,” said Kazitani. “With more voices entering the conversation, we are reminded that diverse representation is essential because this is what influences the ideas, products, and priorities that will define our industry’s next phase. A broader range of perspectives strengthens decision-making, contributes to a more resilient ecosystem, and ultimately underpins a global industry that better reflects its players and creates games that resonate across cultures.”
This increasing focus on diversity and broader participation was reflected directly in the survey methodology itself. For the first time, the BGA survey was offered in multiple languages beyond English, resulting in nearly a quarter of responses being submitted in other languages including French, Spanish, Portuguese, and Japanese, with the majority received in Arabic. This expansion has provided a more accurate picture of industry participation while lowering barriers to inclusion in non-English-speaking markets.
Beyond its geographic findings, the report provides a comprehensive snapshot of a maturing industry navigating a challenging market environment. Respondents highlight rising confidence in regulatory clarity as a key driver of growth, alongside an increasing focus on high-quality game development and sustainable business models. At the same time, industry professionals identify scams and fraud as the greatest threats to credibility, funding scarcity as the most pressing operational constraint, and AI-enabled exploitation as a growing concern.
Key takeaways from the BGA 2025 State of the Industry Report are highlighted below:
Respondent Demographics
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19.8% of respondents come from the Middle East and North Africa (MENA), up from under 1% in 2021.
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22.7% female participation marks the highest level recorded in the survey’s history.
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32.6% of respondents work in studios or publishing, dominating industry representation.
Industry Drivers
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64.4% expect policy and regulation to have a positive impact on industry development.
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29.5% cite high-quality game launches as the primary driver of future industry success.
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27.5% point to sustainable, revenue-driven business models as a key growth factor.
Industry Challenges
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36.0% view scams and fraud as the greatest threat to industry credibility.
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32.6% report lack of funding or investment as their company’s biggest operational challenge.
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38.9% fear AI-enabled cheating, bots, and exploits as the largest risk of AI adoption.
The post MENA Emerges as Global Growth Engine for Blockchain Gaming, BGA 2025 Report Finds appeared first on Gaming and Gambling Industry Newsroom.
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