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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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Compliance Updates

Platipus Granted UK B2B Licence

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Platipus Gaming has secured a B2B license to function in the United Kingdom. This license permits the company to supply gaming content to operators licensed in the UK and marks an important achievement in Platipus’ continuous emphasis on regulatory compliance, operational uniformity, and responsible product delivery.

The UK Gambling Commission (UKGC) is acknowledged worldwide for its comprehensive regulatory structure and exceptional benchmarks in safeguarding players, ensuring technical compliance, and overseeing operations. Obtaining a UK B2B licence verifies that Platipus’ products, operational methods, and development strategies adhere to these criteria, showing that the firm can deliver content in line with rigorous regulatory requirements.

Importance for Operators

Collaborating with a Platipus-licensed provider allows UK-licensed operators to guarantee that content complies with UKGC standards. This minimizes the requirement for extra regulatory evaluations and facilitates more seamless incorporation of third-party content into licensed activities. All products are created and provided with a focus on responsible gambling and player safety, conforming to the technical and operational criteria set by the Commission.

Strategic Significance for Platipus

The UK licence showcases Platipus’ philosophy of compliance by design. Regulatory factors are incorporated early in the development process instead of being treated as a final review point. This method guarantees that products, processes, and operational frameworks are ready for regulated settings from the beginning.

Being regulated by the UKGC also allows Platipus to participate in other markets, where UK standards frequently serve as reference points. The license backs the company’s objective of ensuring steady product quality, dependable operations, and accountable content provision in various regions.

Priscila Ribeiro, Chief Strategic Officer, said: “Obtaining a UK B2B licence confirms that our internal processes, development approach, and products meet the regulatory expectations of one of the most scrutinised iGaming markets globally. It allows us to operate with UK-licensed operators within a clear compliance framework.”

Viktoriia Andreasen, Head of Marketing: “The UK market is highly structured and regulated, with detailed expectations for content providers. Holding this licence allows Platipus to engage with licensed operators while maintaining consistent operational and compliance standards, and ensures our content is designed and delivered responsibly.”

A Milestone for Operational Maturity

With its B2B license in the UK, Platipus Gaming begins a new phase of compliant operations. The license demonstrates the organization’s dedication to enduring operational dependability, adherence to regulations, and accountable product provision. It further verifies that Platipus is capable of providing content in one of the most strictly regulated iGaming markets globally, with all technical, operational, and compliance standards met.

This milestone signifies more than just an expansion in geography. It indicates that Platipus has organized procedures, strong governance, and a development approach centered on compliance, establishing a basis for ongoing regulated activities and sustainable growth across various markets.

The post Platipus Granted UK B2B Licence appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Compliance Updates

How to Apply for a Finnish iGaming License: Gaming in Finland Webinar on Application Steps and Technical Standards

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Starting March 1, 2027, Finland’s gambling authority will begin handling online gambling license requests in anticipation of the iGaming market launch on July 1, 2027.

The necessary secondary legislation and associated technical requirements for effectively submitting an iGaming license application are anticipated to be released soon.

While the precise details remain unclear, it is evident that Finnish regulations will significantly differ from those in other Nordic countries, like Sweden or Denmark.

Due to these developments, Gaming in Finland will host a webinar on Thursday, March 5 at 14:00 CET/15:00 EET, titled “How Finland is different.”

Gaming in Finland founder Willem van Oort commented: “If you are considering entering the Finnish iGaming market, this webinar comes at a most opportune time: one or perhaps two weeks after the publication of the secondary legislation that is necessary to submit your license application. Naturally, we are particularly grateful to our local partners for helping us make sense of the license application process and the associated technical requirements.”

Topics and speakers

The webinar will cover the following topics:

Regulatory update
FAQ: The license application form
Technical requirements & acceptable solutions

At present, the following speakers have been confirmed:

Morten Ronde, Founding Partner, Nordic Legal
Pekka Ilmivalta, Head of Finnish Office, Nordic Legal
Technical expert, Ubetec

Registration

Registration for the Gaming in Finland webinar is now open: https://us02web.zoom.us/webinar/register/WN_z604czymTd6un1ER7Lu0ng#/registration

The post How to Apply for a Finnish iGaming License: Gaming in Finland Webinar on Application Steps and Technical Standards appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Ihor Zarechnyi signs up to the Gamblers Connect Contributors Program

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Gamblers Connect, the award‑winning iGaming media and affiliate platform, has welcomed Ihor Zarechnyi, CEO and Founder of NeverEnding, as the latest expert in its Gamblers Connect Contributors Program.

Zarechnyi becomes the second established industry professional to join this curated roster, which prioritizes experienced practitioners over guest bloggers and emphasizes real‑world insight from leaders with “skin in the game.”

As head of NeverEnding, a dynamic iGaming studio built to eliminate bureaucracy and drive innovation, Zarechnyi brings a performance‑driven approach, rooted in his “Games, Growth, and No Excuses” philosophy. In his new role as one of the program’s 12 contributors, he will offer behind‑the‑scenes perspectives on building a game studio from scratch and launching effective global content strategies based on his extensive executive experience.

Gamblers Connect’s Founder, Gjorgje Ristikj, highlighted Zarechnyi’s unique outlook on product development. Ristikj noted that Zarechnyi’s “B2B backed by B2C power” approach focuses on creating games that deliver genuine market traction and strong player engagement — a shift away from superficial visibility toward meaningful industry impact. This aligns with the platform’s goal of delivering high‑value educational content on game mechanics, technological stability, and real operational challenges.

The post Ihor Zarechnyi signs up to the Gamblers Connect Contributors Program appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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