Latest News

X (formerly Twitter) as a traffic source for mobile applications

Published

2 years ago

November 21, 2023

Wladimir P.

x-(formerly-twitter)-as-a-traffic-source-for-mobile-applications

Reading Time: 6 minutes

WakeApp is back with its “Source of the Month” – an educational guide for mobile app marketers.

According to information gleaned from Statista, app stores are currently swamped with applications: Google Play includes 2.6 million apps while there are almost 4.5 million in the Apple App Store. So, what does it take for an app to rise to popularity among its users? It surely is no longer the case of uberizing a program capable of connecting clients to a service. This is where our highlight tool of the month comes in.

At WakeApp, we’re always ready to lend a helping hand to novice marketers, partners and specialists in the mobile application promotion market to keep abreast of the latest GEO trends, traffic sources and promotion features. This time, we’re introducing our readers to the highly popular advertising platform for media buyers and app marketers, X (formerly Twitter)!

X is an American microblogging service and social network where users post and interact with messages known as “tweets”. X, Inc., which is based in San Francisco, California, provides the service and has over 25 offices worldwide. Tweets were initially limited to 140 characters, but in November 2017 the limit was doubled to 280 for most languages. Audio and video tweets remain limited to 140 seconds for most accounts.

Facts about X

X has almost 368 million monthly daily active monetizable users (data for 2022), and this figure is constantly growing.
X users are predominantly male. According to Statista data for January 2023, males account for 63% of social media users while 37% are women. Almost 40% of them are aged between 25 and 34.
X’s audience is mainly mobile: according to X, about 80% of social network users access X from smartphones and 93% of video views on X occur on mobile devices.
As of January 2023, X is most popular in the United States, Japan and India.

How can marketers use X?

Since there are not as many ads on X as on other social networks, users are less likely to experience banner blindness. Therefore, the likelihood that the ad will be noticed is higher.

At the same time, the majority of X users are consumers, not content creators, which means they are looking forward to the opportunity to participate in discussions, download applications, and are also ready for interactivity and a gaming format of interaction.

It was on April 13 back in 2010 that X introduced advertising. This advertising was limited only to banner advertising. Four years later, on April 17 2014, X officially announced the launch of a platform for advertising applications using the MoPub mobile traffic exchange system, having acquired this service six months earlier.

This service made it possible to install promotional applications directly from the X news feed. Ads were simultaneously shown on X through a promotional tweet system and on users’ mobile devices through MoPub.

What does the X advertising account look like?

Level 1. Goals.

There are a total of seven goals on X: Reach, Video Views and Pre-Roll Views, App Installs, Website Transitions, Interactions, Readers, Repeat App Interactions.

Level 2. Campaign.

After selecting a goal, you need to set your settings at the campaign level, namely: give a name to the campaign, set the daily budget, total budget, start and end dates of the campaign, and the pace of impressions.

Level 3. You will be taken to the ad group settings that you will need to set: Group name, Start and end time of impressions, Total ad group budget, Bid type.

What can you target on X?

User demographics. To target demographics, set users’ gender, age, location, and language.
Device data. In this section, select what devices your target audience uses—desktop computers or smartphones on iOS, Android, or other operating systems. You can also specify information about the operator and device model.
Custom audiences. On X, you can create custom audiences based on your contact list, website or app activity, and combined audiences based on app activity. In the same section, you can create look-alike segments by checking the “Include users similar to your selected custom audiences” checkbox.
Targeting options. You can target by interests, events, conversation topics, movies and TV shows, and reach users similar to followers of a specific account. Interests and activities can be selected from a drop-down list.
Keyword targeting is also available, allowing you to include or exclude campaign users from your advertising who enter certain words in X searches or use them in publications.
In additional settings, you can set up retargeting for those users who interacted with or saw posts. You can enable audience expansion, or add users who are already following your account to your audience.
Depending on the purpose you choose, impressions may be available in your home feed, profile, search results, and X Audience Platform which is a network of popular apps. Connecting the X Audience Platform allows you to expand your advertising reach. When setting up impressions in the Audience Platform, you need to add an advertising category (cars, restaurants, education, etc.), add a link to the site, and, if necessary, exclude applications in which you do not want to appear.

When choosing targeting, focus on test results and analytics. If you haven’t run X ads before, create ad groups for each target group.

When using keyword targeting with the “Include” option, add at least 25 keywords, as per X’s recommendations. When selecting the Exclude option, remember that too many words will narrow your coverage.

Advertising formats

X advertising comes in three formats:

Promoted Tweets. They look like regular posts but are marked as “Advertising”. Users can like, repost and comment on them just like organic posts. Promoted posts are shown in X search results, in the news feed, in the profiles of users and official partners of the site.

A promoted post can contain an image or video. The video plays automatically in the News Feed and loops if it is less than 60 seconds long. You can also insert a link to a website or application into your ad to attract traffic or motivate users to convert:

2) Promoted Accounts. This type of advertising is needed to direct traffic to a brand account, increase activity and the number of subscribers. Ads with promoted accounts are displayed in the news feed, in search results and in the “Who to Read” section. They are marked with an “Advertising” icon and contain a “Subscribe” button.

3) Promoted Trends. Promoted trends involve placement in the trend list on the side of the page. Advertising will be at the top of this list.

How do we use X at WakeApp?

X makes up one of the 30+ sources that WakeApp uses to promote applications.

We have been using this traffic source ever since its appearance on the advertising market, and turn to X when our clients’ goal is to attract a young, but already solvent audience.

X’s main audience is 25-34 year olds who tend to be mature, progressive and technologically inclined. This audience type is especially relevant to brands with paid applications as such an audience are usually more willing to respond to and purchase an application/subscription for a service they need.

What’s more, promoting on X comes at an average market cost which allows even promoters with a tight budget to promote brands.

About our guide: Every month, we publish helpful promotion guides where we discuss promotion features in a particular region according to traffic sources and GEO traffic. We also seek to keep our readers up-to-date on tips, as well as restrictions and bans about promoting on certain sources.

Think of it as a mobile marketer’s desktop guide!

About us: WakeApp is an international mobile marketing agency with over 9 years of experience in the market, and is leading the development and promotion of gaming and non-gaming mobile applications in the e-comm, video streaming, food delivery, sport, utilities, and finance verticals. In 2022, WakeApp received The Media Agency of the Year at the SiGMA Asia Awards, and in 2021, WakeApp placed in 5 categories in the 13th edition of the AppsFlyer Performance Index XIII.

Betandyou

Betandyou shortlisted for three international awards

Published

17 hours ago

December 10, 2025

Wladimir P.

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

Published

17 hours ago

December 10, 2025

Master Editor

The Betandyou team commented on these nominations:

2025 BGA State of the Industry Report

MENA Emerges as Global Growth Engine for Blockchain Gaming, BGA 2025 Report Finds

Published

19 hours ago

December 10, 2025

Wladimir P.

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

19.8% of respondents come from the Middle East and North Africa (MENA), up from under 1% in 2021.
22.7% female participation marks the highest level recorded in the survey’s history.
32.6% of respondents work in studios or publishing, dominating industry representation.

Industry Drivers

64.4% expect policy and regulation to have a positive impact on industry development.
29.5% cite high-quality game launches as the primary driver of future industry success.
27.5% point to sustainable, revenue-driven business models as a key growth factor.

Industry Challenges

36.0% view scams and fraud as the greatest threat to industry credibility.
32.6% report lack of funding or investment as their company’s biggest operational challenge.
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.