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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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Alex Baliukonis Game Producer at BGaming
Experience Olympic Excitement in BGaming’s Winter Trophy Hold & Win
Swiftly growing content supplier embraces the Olympic vibe with a fresh athletic slot launch.
Renowned iGaming content provider BGaming encourages players to team up with a group of charismatic athletic contenders as they hit the ice and strive for victory in Winter Trophy Hold and Win.
The slot places players at the center of a vast stadium, framed by snow-covered mountains as a variety of thrilling sports and games unfold. An energetic soundtrack enhances the action, as the crowd’s roar motivates the players.
Team up with an energetic snowboarding rabbit, a jolly curling penguin, a fashionable ice-skating fox, and a daring downhill skiing tiger on the reels as they seek the ultimate treasure. Don’t be deceived by this adorable design: the slot delivers a chilling impact when it comes to winnings. It features a highly unpredictable math model, achieving a 96.14% RTP and a maximum payout of x5,624.
Winter Trophy Hold and Win offers an extensive array of unique features, featuring its thrilling Hold and Win bonus prominently. This occurs in the Coin Respin phase, where players can gather Coin values reaching x20. Gathering 15 Coins will trigger the Mega Jackpot, valued at x5,000. The game includes a Free Spins bonus with symbols that offer high payouts.
As the Winter Olympics approach, Winter Trophy Hold and Win serves as an ideal slot to engage sports enthusiasts throughout the significant occasion.
Alex Baliukonis, Game Producer at BGaming, said, “The Winter Olympics is always an exciting time, and what better way to get in the mood for this year’s event than with a winter-sports-themed slot?
Our team have created a colorful cast of characters that really captures the fun of the Olympics. This, combined with the slot’s engaging gameplay and Bonus games, is sure to make Winter Trophy Hold and Win a hit with players.”
The post Experience Olympic Excitement in BGaming’s Winter Trophy Hold & Win appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
PlayStar has expanded its online casino offering in New Jersey through a new content partnership with Greentube, the NOVOMATIC Digital Gaming and Entertainment division.
This fresh integration now makes a selection of the supplier’s top titles available on PlayStar, adding both recent releases and established games that have performed consistently across regulated US markets.
The launch is also an action of PlayStar’s ongoing strategy to broaden its content portfolio with suppliers that have a proven track record of success in the United States.
New additions to the PlayStar online casino include Greentube’s latest titles, such as Piggy Prizes
: Wand of Riches 2, Firecracker Frenzy: Empress Wealth and Starlight Jackpots: Odds of the Gods. These are complemented by several established games familiar to US players, including Charming Lady’s Boom, Silver Lux Big Win Spinner, and Thunder Cash – Dolphin’s Pearl.
The selected titles newly featured on the platform were ultimately chosen for their suitability to the New Jersey market and for their demonstrated performance with American audiences. Greentube has been active in the US since 2021, supplying localised content to a growing number of regulated jurisdictions.
For PlayStar, the agreement supports its focus on delivering a curated casino experience tailored to local player preferences, while maintaining a broad mix of recognised and newer titles. For Greentube, the launch marks further expansion of its US distribution footprint, this time in the Garden State.
Commenting on the collaboration, Director of Gaming Operations at PlayStar, Duncan Hamilton, said: “Greentube has built a strong reputation in the US for delivering high-quality, engaging titles, and we’re thrilled to bring their games to our players in New Jersey.
“This partnership supports our mission to provide a premium, curated casino experience, and we’re confident that Greentube’s content will be a standout addition to our portfolio.”
Patryk Igras, Sales and Key Account Manager at Greentube, said: “This strategic partnership marks a significant milestone in Greentube’s ongoing expansion in the US, bringing a diverse portfolio of trusted, high-quality online gaming content to PlayStar’s growing player base.
“Together, we aim to elevate the gaming experience in New Jersey by delivering innovative titles, seamless gameplay, and a strong commitment to responsible entertainment.”
The post PlayStar Expands New Jersey Casino Offering with Greentube Content Integration appeared first on Americas iGaming & Sports Betting News.
AI
Yaspa becomes founding member of UNLV’s AI Research Hub to advance responsible AI adoption in the gambling industry
Yaspa, a leading fintech specializing in payments and identity solutions, today announces it has become a founding member of the newly launched AI Research Hub (AiR Hub) at the University of Nevada, Las Vegas (UNLV) International Gaming Institute (IGI). This collaboration underscores Yaspa’s commitment to integrating next-generation financial technology with academic research to foster a safer, more sustainable gambling environment.
The UNLV International Gaming Institute (IGI) established the AiR Hub to advance the industry’s understanding of the impacts, risks, and opportunities presented by artificial intelligence. Co-founded by Kasra Ghaharian, IGI Director of Research, and industry veteran Simo Dragicevic, the initiative serves as a collaborative ecosystem designed to accelerate the adoption of trusted, responsible AI across the global gaming sector.
Yaspa joins a prestigious group of founding members, including Aristocrat, Evoke Plc, Playtech Plc, and the Responsible Online Gaming Association (ROGA). This diverse coalition is tasked with ensuring that AI development in the sector is grounded in cross-disciplinary expertise.
AiR Hub’s flagship project is the “State of AI in Gaming” report, a first-of-its-kind annual study indexing company AI maturity, as well as tracking regulatory and policy developments. Through this and related projects, AiR Hub seeks to drive innovation and help ensure AI-driven systems are governed appropriately within this highly regulated industry.
As a founding member, Yaspa brings its in-house AI expertise to guide the Hub’s research initiatives, drawing from its experience in developing the technology behind its Intelligent Payments platform and proprietary machine learning categorizer. To support this mission, Max Collinge, Yaspa’s Vice President of Product, will join the AiR Hub Advisory Panel. Collectively, panel members help steer the Hub’s initiatives, ensuring they maintain deep industry relevance.
“Joining AiR Hub as a founding member reflects Yaspa’s commitment to leveraging the synergy between AI and open banking data to drive a more sustainable gambling ecosystem,” said Max Collinge.
“By utilizing deep financial insights through AI-driven analysis, we can deliver significantly better outcomes for players and operators alike. I am personally thrilled to join the Advisory Panel to help shape this next phase of collaboration and ensure research leads to practical, responsible innovation.”
Kasra Ghaharian, Director of Research, University of Nevada, Las Vegas, International Gaming Institute, commented, “Fintech and AI are two of the most transformative technologies in the world today, and their impact on the gaming industry will undoubtedly continue to be profound. The richness of this data provides intriguing potential across the value chain, particularly regarding consumer protection and compliance. I am excited to see how we can help drive thought leadership for the industry at the intersection of these two technologies.”
Simo Dragicevic, IGI Adjunct Fellow, said, “Yaspa is building the industry’s open banking orchestration layer for player insights and risk assessment. Their expertise in payments, technology and risk will add significant value to the AiR Hub Advisory Panel and we look forward to collaborating with Yaspa as we execute our mission to develop the industry’s ecosystem for collaborative AI research.”
The post Yaspa becomes founding member of UNLV’s AI Research Hub to advance responsible AI adoption in the gambling industry appeared first on Americas iGaming & Sports Betting News.
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