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

Published

4 years ago

August 25, 2022

Reading Time: 3 minutes

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.

Adam Lamentowicz

Bragg Powers Super Technologies’ Entry into Greece with RGS and Aggregation Offering

Published

37 minutes ago

May 4, 2026

Wladimir P.

bragg-powers-super-technologies’-entry-into-greece-with-rgs-and-aggregation-offering

Bragg Gaming Group announced its role in supporting Super Technologies’ successful launch in the regulated Greek market through its flagship brand, Superbet, marking a significant milestone in Bragg’s ongoing global expansion strategy.

Through this partnership, Bragg is delivering its RGS games alongside its HUB aggregation platform, providing access to a diverse portfolio of premium 3rd party content. This includes titles from leading studio partners such as Playson, Wazdan, IGT, Synot and Spribe.

The launch represents Superbet’s official entry into Greece, one of Europe’s most mature and well-regulated iGaming markets, and further strengthens Bragg’s position as a key technology and content partner for tier-one operators expanding into new jurisdictions.

Superbet’s launch combines a “sports-first” philosophy with a compelling iGaming experience tailored to local player preferences. Over the past 12 months, Superbet has built a strong local presence in Athens, enabling a highly localised approach supported by global expertise.

This launch underscores the scalability and flexibility of Bragg’s platform, enabling rapid market entry while delivering localised, high-quality player experiences in regulated environments.

Neill Whyte, Chief Commercial Officer at Bragg Gaming Group, said: “We are delighted to support Superbet’s entry into Greece with our full suite of RGS and aggregation capabilities. As the preferred partner to Super Technologies, this launch reflects a partnership built to win.

“It highlights the strength of our technology and content ecosystem and our ability to scale in regulated markets. Greece is an exciting opportunity, and we look forward to supporting Superbet’s long-term growth in the region while continuing to power this commercial brand across multiple territories.”

Adam Lamentowicz, Chief Commercial Officer CEE at Super Technologies, said: “Every decision that we take is based on our customer-centric vision. And our partnership with Bragg serves this vision by offering the best entertainment experience to our Greek customers. Greece is a mature and thriving market, and we are confident that our product offering will have an immediate impact.”

The post Bragg Powers Super Technologies’ Entry into Greece with RGS and Aggregation Offering appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Brightstar Lottery PLC

Brightstar Lottery Achieves Highest MSCI ESG Rating of AAA

Published

37 minutes ago

May 4, 2026

Wladimir P.

brightstar-lottery-achieves-highest-msci-esg-rating-of-aaa

Brightstar Lottery PLC announced that it received the highest MSCI ESG rating of AAA. This rating exemplifies Brightstar’s commitment to global sustainability leadership in managing ESG-related risks and opportunities. Brightstar received a perfect score for carbon emissions and high scores in the product safety and quality category.

“Receiving the MSCI AAA ESG rating in Brightstar’s first year as a pure-play lottery company highlights our commitment to making sustainability practices a priority throughout our business. This rating from MSCI serves as motivation to continue our work building a sustainable future where our people, our partners, and our planet can thrive,” said Wendy Montgomery, Brightstar SVP, Branding, Communications and Sustainability.

MSCI ESG Ratings measure a company’s resilience to long-term, industry-specific sustainability risks using a rules-based methodology. MSCI analysts research and rate companies on a “AAA” (leader) to “CCC” (laggard) scale based on their exposure to and management of these risks relative to peers.

MSCI Sustainability and Climate products and services are provided by MSCI Solutions LLC and certain related entities, and are designed to provide in-depth research, ratings and analysis of environmental, social and governance related business practices to companies worldwide. ESG ratings, data and analysis from MSCI Sustainability and Climate are also used in the construction of MSCI Indexes.

The post Brightstar Lottery Achieves Highest MSCI ESG Rating of AAA appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Africa

Springbok Casino Presents “Wild Galaxy Month” with 25 Free Spins on Prosperity Pots

Published

37 minutes ago

May 4, 2026

Wladimir P.

springbok-casino-presents-“wild-galaxy-month”-with-25-free-spins-on-prosperity-pots

This May, SpringbokCasino.co.za celebrates Star Wars Day with Wild Galaxy Month, a cosmic new feature reimagining the savanna’s creatures as space-faring legends. May the 4th be with you and your 25 Free Spins on Prosperity Pots slot, available all month.

In Wild Galaxy Month, Springbok Casino compares five famous character types from the classic space-opera world to South African animals that carry the same energy in the bush. From bold young lions to wise old tortoises, each one brings its own style to survival—and the same is true for smart slot play. Knowing when to take a risk like a lion, when to wait like a leopard, or when to play the long game like a tortoise can make all the difference between a quick spin and a legendary win!

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The post Springbok Casino Presents “Wild Galaxy Month” with 25 Free Spins on Prosperity Pots appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.