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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.

Casino Technology

Spintec Shines at ICE Barcelona 2026 with Innovative Electronic Table Games and Jackpots

Published

12 hours ago

February 3, 2026

Wladimir P.

spintec-shines-at-ice-barcelona-2026-with-innovative-electronic-table-games-and-jackpots

Spintec took center stage at this year’s ICE Barcelona, captivating visitors with a stunning array of electronic table games, interactive experiences, and high-impact jackpots under The Merkur Group’s motto: “Spin with Power. Shine in Color.”

As one of the largest exhibitors, Merkur consistently drew large crowds, showcasing their latest innovations with entertaining presentations and immersive gaming setups.

Charisma Eye: Multi-Game Entertainment for 12 Players

Spintec’s Charisma Eye setting stole the spotlight, designed for up to 12 players. This versatile setup combines a roulette wheel and a dice shaker, allowing players to enjoy roulette, SicBo, and Craps simultaneously or individually. Enhanced with varied payouts, multipliers, and two thrilling jackpots—Galactic Jackpot on roulette and Dragon Jackpot on SicBo—Charisma Eye delivers nonstop excitement for both casual players and high rollers.

Galactic Spin: Three Roulette Games in One

Another major highlight was Galactic Spin, Spintec’s flagship roulette game. This year, the latest version integrates three game modes: classic roulette, Hot Spot, and Galactic Spin. Players can easily switch between modes, all designed to offer highly immersive and engaging gameplay.

Enhanced User Interface for Multi-Game Play

To elevate the player experience further, Spintec introduced a new touchscreen interface that splits the display, allowing players to monitor up to four games simultaneously. When one game becomes particularly engaging, it can expand to full screen, giving players complete control over their gaming experience.

Bestsellers That Continue to Impress Globally

ICE attendees also explored Spintec’s best-selling table games:

Charisma Amphitheatre: Ideal for live tournaments, this setting offers a wide variety of games playable at the same time, enhanced with vibrant graphics tailored for LED walls.
Charisma Stand-Alone: Perfect for individual players, featuring game selector buttons for smooth transitions and fully independent operation.
Charisma Blackjack (5 Play Stations): Brings the thrill of live blackjack to multiple players with five innovative side bets, capable of multiplying winnings up to 320x.
Charisma Roulette (8 Players): Spintec’s proven global bestseller, featuring Galactic Spin, GLI-certified technology, high visibility of the roulette wheel, and a two-sided LED animated topper for added flair.

Spintec at ICE 2026: Innovation Meets Player Engagement

From multi-player roulette and blackjack to immersive interfaces and high-value jackpots, Spintec reinforced its position as a leader in electronic table games. ICE Barcelona 2026 offered visitors the chance to experience firsthand the combination of player comfort, dynamic gameplay, and innovative design that continues to set Spintec apart in the global gaming industry.

The post Spintec Shines at ICE Barcelona 2026 with Innovative Electronic Table Games and Jackpots appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

betting solutions

GoldenRace and Spinmatic Partner with Lynon in Global iGaming Distribution Deal

Published

12 hours ago

February 3, 2026

Wladimir P.

goldenrace-and-spinmatic-partner-with-lynon-in-global-igaming-distribution-deal

GoldenRace and Spinmatic, both part of Softquo Holding, have entered into a global distribution partnership with Lynon, an all-in-one iGaming platform, to integrate their full portfolios of Virtual Sports and Slots into the Lynon ecosystem.

The strategic agreement significantly expands Softquo’s global reach, making GoldenRace’s industry-leading Virtual Sports and Spinmatic’s innovative slot games available to a broader international audience. Under the terms of the deal, Lynon will gain access to the entire game libraries of both providers, enabling operators and players worldwide to benefit from high-performance, market-ready betting and gaming solutions.

Strengthening Lynon’s iGaming ecosystem

By adding GoldenRace and Spinmatic content, Lynon enhances its offering with some of the most advanced Virtual Sports and Slots products currently available. The integration further positions Lynon as a comprehensive iGaming platform capable of delivering diverse, engaging content to regulated markets across multiple regions.

The partnership also reinforces the market leadership of GoldenRace and Spinmatic, whose combined expertise spans data-driven Virtual Sports, immersive slot mechanics, and scalable global distribution.

“Teaming up with Softquo allows us to deliver a double-edged competitive advantage to our partners,” said Sona Grigoryan, Partnership Manager at Lynon. “By combining GoldenRace’s Virtual Sports expertise with Spinmatic’s creative slot excellence, we are significantly enhancing the value of the Lynon ecosystem on a global scale.”

Expanding Softquo’s international footprint

Softquo CEO and Founder Martin Wachter highlighted the agreement as a reflection of growing global demand for the group’s products and technology.

“Our teams are working incredibly hard to ensure we keep growing worldwide and bringing our top-tier products to players in every corner of the globe,” Wachter said. “This agreement with Lynon shows that leading industry platforms recognise the value of our portfolio. We are delivering the best tools to help our partners engage players and drive sustainable growth, and we are pleased to see our international footprint continue to expand.”

Global demand for Virtual Sports and Slots

The partnership underscores the increasing worldwide appetite for Virtual Sports and premium slot content, as operators look to diversify offerings and improve player engagement. By aligning with Lynon, GoldenRace and Spinmatic further strengthen Softquo’s position as a global supplier of innovative, high-quality iGaming content.

The post GoldenRace and Spinmatic Partner with Lynon in Global iGaming Distribution Deal appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

BMM Innovation Group

BMM Testlabs Secures Minas Gerais License, Expanding iGaming and Sports Betting Certification in Brazil

Published

12 hours ago

February 3, 2026

Wladimir P.

bmm-testlabs-secures-minas-gerais-license,-expanding-igaming-and-sports-betting-certification-in-brazil

BMM Testlabs, the world’s longest-established gaming test laboratory, has been officially granted approval and accreditation as a Testing and Certification Laboratory in the Brazilian state of Minas Gerais, significantly expanding its regulated footprint in one of Latin America’s fastest-growing gaming markets.

The authorization, issued under the state’s formal lottery regime Loteria do Estado de Minas Gerais, allows BMM Testlabs to test and certify fixed-odds iGaming and sports betting products, including online sports wagering and instant games offered through LotoMinas.bet. The approval marks another key milestone in BMM’s long-term expansion strategy across Brazil’s evolving regulatory landscape.

Strategic expansion in Brazil’s second-largest state

Minas Gerais is Brazil’s second-largest state, home to more than 21 million residents and a major economic center in the country’s southeast region. Entry into this jurisdiction positions BMM Testlabs to support regulators, operators, and suppliers as the state develops its regulated online gaming and sports betting ecosystem.

With the Minas Gerais license, BMM Testlabs is now fully authorized to test and certify regulated gaming products across five Brazilian jurisdictions, including:

Federal-level accreditation in Brazil
State-level accreditation in Minas Gerais
State-level accreditation in Paraná
State-level accreditation in Maranhão
State-level accreditation in Rio Grande do Norte

This expanding portfolio reinforces BMM’s role as a trusted compliance partner in Brazil’s rapidly formalizing gaming sector.

Supporting regulators and sustainable market growth

Marzia Turrini, President of iGaming & Cybersecurity at BMM Testlabs, said the approval underscores the company’s commitment to supporting Brazil’s regulators and licensed suppliers with independent, high-quality testing services. “As the Brazilian market continues to evolve, regulators and suppliers require testing partners with deep technical expertise, global experience, and strong local knowledge,” Turrini said. “We are proud to support Minas Gerais with independent testing and certification services that help protect players, strengthen regulatory confidence, and enable sustainable market growth.”

Global experience with deep local reach

Founded in 1981, BMM Testlabs is the longest-standing private independent gaming certification laboratory in the world. The company has spent more than four decades testing and certifying a full range of gaming products, including land-based gaming systems, online and iGaming platforms, sports betting, lottery solutions, and emerging digital wagering technologies.

BMM has been recognized for its regulatory leadership, winning the Vixio Global Regulatory Award for Testing Service or Solution Provider of the Year in both 2024 and 2025. The company authored the first independent gaming standards in 1992 and the first online gaming standards in 2001, helping shape modern compliance frameworks worldwide.

Innovation, cybersecurity, and global scale

In addition to traditional testing and certification services, BMM operates the BMM Innovation Group (BIG), which delivers advanced technology solutions focused on cybersecurity through BIG Cyber and professional training through RG24seven Virtual Training.

BMM Testlabs employs more than 800 professionals across 16 global locations and holds more than 700 licenses worldwide, enabling it to support regulators and gaming suppliers across mature and emerging markets. The company’s global headquarters are in Las Vegas, with offices throughout the Americas, Europe, Africa, Asia, and Australia, including a growing presence in Brazil.

With its new Minas Gerais accreditation, BMM Testlabs continues to solidify its position as a leading testing and certification authority for Brazil’s regulated iGaming and sports betting market.

The post BMM Testlabs Secures Minas Gerais License, Expanding iGaming and Sports Betting Certification in Brazil appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.