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X (formerly Twitter) as a traffic source for mobile applications
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.
The evolution continues. CEO Alex Iaroshenko reveals about the biggest transformation in the company’s history — why Betbazar became B1, the rise of AI-driven products — and what that means for the future of the industry.
- 1.Let’s start with the main question – after 7 years as Betbazar, what made you decide it was time for a bigger change?
These changes didn’t happen overnight. For the first few years, we were helping operators find the right products on the market. But over time, we started understanding the market on a much deeper level – what operators actually struggle with, what technology they really need and where the industry is heading next.
AI Cricket creation and the growth of our Sports Data Feed became a big turning point for us. That’s when it became clear: we’re no longer just a marketplace. We’re becoming a product company. That was the moment we realized we were no longer just distributing products — we were building the future direction of the company ourselves.
And with that evolution came the understanding that the company needed a new identity that truly reflected where we were heading next.
- 2.How did the idea of AI Cricket even appear in the first place?
It actually started from a product perspective. We saw that operators needed sports content that was faster to launch, easier to scale, more cost-efficient, and less dependent on large trading teams. At the same time, they wanted something visually different from traditional virtual products — modern futuristic graphics, AI-powered avatars and gameplay that feels much closer to real sport: live, unscripted and autonomous.
That’s how AI Cricket appeared. Fast-paced gameplay, continuous engagement, AI-driven results, live betting and branded customization — built for modern operators and for the way audiences consume entertainment today.
- 3.In a market where most operators already have access to sports data, how does B1 Sports Data Feed create additional value?
The sports data market is very mature, and we understand that data itself has become something of a commodity. Operators already have access to feeds and most of them are unhappy about what they have — what really matters today is quality, flexibility, coverage, and reliability.
Our approach is to combine a proven, industry-trusted data source with additional models, unique events, and tailored market coverage. This allows us to deliver a highly customizable solution that adapts to different operator needs and scales, while maintaining the performance and reliability the market expects at the highest level.
- 4.Was it emotionally difficult to say goodbye to the Betbazar name?
Honestly, it doesn’t feel like saying goodbye. It feels more like the beginning of a new chapter. We didn’t change the name simply because we wanted something different — the company evolved, and the brand needed to reflect that evolution.
At the same time, Betbazar remains an important part of our story. We’re not abandoning it. As we continue building our own products and ecosystem, there may well be a place for Betbazar in the future. So rather than an ending, we see this as a new beginning — both for B1 and potentially for Betbazar in a different role down the road.
- 5.Why did you choose the name “B1 (Be One)”?
Because it reflects exactly what the company became. We didn’t want a name that simply sounds modern or trendy. We wanted something that captures our positioning and mindset.
‘Be One’ means being the one the operator chooses from among many options. Not because of the biggest catalog, but because of the products, technology, and reliability behind it.
For us, B1 is really about focus: creating innovative products that boost profits, and doing it deeper, faster, and with a higher standard. This idea formed the basis of the entire rebranding.
- 6.What are the core principles behind B1 today?
The market is already full of loud messaging and endless catalogs. We focus on building technology that solves real operator challenges. That means reliable products, fast integration, regular content updates, and infrastructure that helps operators move quickly without adding unnecessary complexity.
Speed is a big part of our mindset. Whether it’s launching new content or integrating new products, we believe operators should be able to go live in days, not months. To support that, we’ve developed our own AI-powered integration tool that significantly streamlines the onboarding process. With an AI-friendly technical team on the operator side, integration can take – two days.
- 7.Do you think AI will completely reshape the industry over the next few years?
I don’t think AI is something the industry will face someday — it’s already here. But what we’re seeing today is only the first stage.
Over the next few years, I believe we’ll see entirely new AI-powered leagues and competitions emerge, potentially featuring digital athletes and AI-generated sports experiences that exist alongside traditional sports. They will be faster, available 24/7 and designed around continuous engagement. In many ways, AI won’t just improve existing products — it will create entirely new forms of sports entertainment. AI Cricket was our first step in that direction, and we’re already working on what comes next.
ABOUT B1 (BE ONE):
B1 (Be One) is a product-focused iGaming company, shaping AI-driven content and real-time sports data infrastructure.
Website: https://b1.global/ai-cricket
LinkedIn: https://www.linkedin.com/company/b1global/?viewAsMember=true
Berlin, Germany, June 30th, 2026
New research highlights player safety challenges during football’s biggest betting event
Argenpress.info has released new research examining how the 2026 FIFA World Cup is reshaping online gambling activity in Argentina, with the report warning that tournament-driven player growth is placing greater importance on operator transparency, fast payouts and consumer education.
The report, authored by Argentine gambling analyst Rogelio Lugoni, analyses how major sporting events attract thousands of first-time bettors and why this creates new challenges for both operators and regulators.
“The World Cup always brings a surge of new players into the market,” said Lugoni. “Many are placing their first online bet, which makes trust, transparency and clear licensing more important than ever.”
Tournament Betting Creates New Challenges
According to the report, Argentina’s online gambling market continues to expand rapidly, but major sporting events expose weaknesses in player awareness and operator transparency.
The research concludes that first-time users are significantly more likely to register with unfamiliar operators during major tournaments, increasing the importance of clear licensing information and reliable payment processes.
Among the report’s key findings are:
- Increased first-time player registrations during major tournaments
- Greater importance of fast and transparent withdrawals
- Higher demand for trusted operator information
- Growing need for player education around licensing
- Increased focus on consumer protection
Player Trust Extends Beyond Bonuses
While promotional offers remain a key acquisition tool during the World Cup, the report argues that long-term retention depends on the overall player experience.
According to Lugoni, delayed withdrawals, unclear verification procedures and poor customer support remain among the most common reasons players lose confidence in an operator.
“Players remember how quickly they receive their winnings far more than the size of the welcome bonus,” Lugoni explained. “Trust is earned through consistency and transparency.”
Research Based on Independent Operator Testing
The report forms part of argenpress.info’s ongoing market research programme covering Argentina’s online gambling sector.
Unlike traditional market commentary, each operator reviewed by the platform undergoes practical testing, including registration, deposits, gameplay, verification procedures and withdrawal requests before any recommendation is published.
As Argentina’s online gambling market continues to develop, argenpress.info says it will continue publishing research focused on player behaviour, regulation and operator standards.
About argenpress.info
Argenpress.info is an independent Argentine gambling information platform founded by Rogelio Lugoni. The platform publishes market research, operator reviews and educational content covering online casinos, sportsbooks and gambling regulation, helping players make informed decisions through independent testing and analysis.
Contact
iGaming.com Group
The five-reel Money Gong mechanic title is now available only on Genting Casino Online, expanding the operator’s exclusive content line-up.
Genting Casino Online has launched Money Gong Empress, a new online slot from IGT, as an exclusive title for its players.
The five-reel game uses IGT’s Money Gong mechanic and includes Hold and Win-style gameplay, prize modifiers, “Money Balls”, bonus features, and free games with expanding wilds, according to the company.
Michael Vella, Brand Manager at Genting Casino, said: “We’re always looking to give our players something they can’t experience elsewhere, so we’re delighted to launch Money Gong Empress exclusively with IGT.
“IGT has built an outstanding reputation for creating engaging, premium-quality casino games and Money Gong Empress is another fantastic addition to that portfolio. Its vibrant theme, exciting bonus features and rewarding gameplay make it a brilliant fit for our customers, and we’re excited to be the first place players can enjoy it.”
Genting Casino Online said Money Gong Empress joins its existing IGT catalogue, including Cash Eruption, Lion Dance and Might of Olympus. The game is available now on the operator’s site.
The post Genting Casino Online launches IGT slot Money Gong Empress as exclusive appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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