As digitalisation sweeps through the industry, the sports betting market has flourished. Taking betting online has made the experience more accessible, convenient, and interactive than ever. Artificial intelligence (AI) has made a big splash in recent years, giving sportsbooks access to more detailed data analytics. AI doesn’t only benefit sportsbooks however, as fraudsters have taken advantage of the technology for more malicious purposes. If sportsbooks don’t take action now, they face rapid losses to their budgets.

Sportsbooks frequently invest in pay-per-click (PPC) campaigns to drive first-time depositors (FTDs), using promotions such as bonuses to attract new users. However, these bonuses are a prime target for fraudsters, who leverage advances in AI to exploit them—driving fake sign-ups that drain budgets without delivering genuine new players.

To accomplish this, bad actors program AI-powered bots to rapidly create new accounts and take advantage of promotions without ever generating a conversion on the site. Bot networks like this are detrimental to advertising budgets, being responsible for nearly 40% of click fraud according to FraudLogix.

Advertisement

Most sportsbooks have fraud management systems in place to intercept and block these bad actors during the sign-up process. However, this does not prevent bots from clicking on paid search ads in the first place, driving up costs and draining marketing budgets before fraud can even be detected.

Sportsbooks need to take it upon themselves to develop a proactive strategy to identify fraudulent engagement. Without a strategy in place, sportsbooks risk significant profit loss and distorted campaign metrics.

Evolving Fraud tactics

Sportsbooks have been reaping the rewards of digitalisation, but this increased success comes with a hidden cost. The success of the industry has drawn the attention of bad actors, and with AI they pose a bigger threat than ever. Bad actors can now program AI bots to convincingly behave as a human user would. Bots can then carry out repetitive tasks repeatedly, allowing fraudsters to create floods of them to interfere with campaigns.

Advertisement

The PPC campaigns utilised by sportsbooks are often targeted by bots which repeatedly click on these paid ads. This drives up ad revenue for the publisher drastically, as bots increase the overall customer acquisition costs (CACs).

To carry out an attack, fraudsters use hosting servers. These servers can be used to store large amounts of data. From here, bad actors can then disguise themselves using a residential Internet Service Provider (ISP) to blend in with other users. Bad actors can mask their real location by routing their connection through a different server. This is typically carried out by using a residential IP address through a residential proxy, making the fraudster appear like a legitimate user to trick systems.

Fraudsters are experts at covering their tracks, as they can program bots to delete their information and cookies after clicking on a paid ad. Bots can then carry out the task on repeat by switching to a different device to appear as a new user. Fraudulent clicks from bots increase market expenditure without leading to a legitimate conversion, draining resources, and diluting return on investment (ROI). The problem is plaguing the industry as bots are responsible for approximately 24% of all clicks according to Imperva, and the risk is only increasing.

Advertisement

Bots Taking Advantage of Paid Promotions

A great way for sportsbooks to capture a new audience is through one-time special promotions. Bonuses like these are a popular hook, and encourage players to keep betting, even after the bonus funds are used up. Most of these promotions are offered once per account, but fraudsters can use bots to manipulate the system. These bots are programmed to generate multiple fake accounts and abuse the bonus repeatedly. Funds intended to drive FTDs are then diverted by bots without delivering genuine value, significantly draining resources.

Fraudulent traffic negatively impacts future campaigns as bot activity skews metrics. An influx of bot activity provides marketers with false positive results. Sportsbooks will then mistakenly direct more funds to these campaigns, setting them up for future losses and more bot activity.

Legacy fraud tools typically concentrate on the sign-up stage, targeting and blocking fraud there. However, this tactic doesn’t stop bots from siphoning media spend beforehand. Differentiating between sophisticated bots and legitimate traffic is difficult for these tools, allowing fraudsters to act before they can be identified. Attacks are on the rise, and if sportsbooks fail to take the necessary precautions to protect themselves against fraudulent clicks, they face considerable losses.

Advertisement

Utilising Transparency to Tackle Fraud

To ensure marketing efforts aren’t wasted and first-time depositors can be reached, sportsbooks need a strategy in place to combat fraud. Sportsbooks should be analysing their traffic for any sign of potential bot activity before they suffer multiple losses.

Monitoring traffic allows sportsbooks to identify irregular engagement, such as high bounce or click rates, or traffic from suspicious locations. To identify bots before they can impact campaigns, sportsbooks should continuously monitor their traffic for anomalies like these so they can be dealt with.

Fake accounts run by bots are a growing problem for sportsbooks, therefore sportsbooks should deploy strong identity verification alongside a trusted partner. This prevents fraudsters from creating multiple accounts to exploit promotions by forcing them to prove their identity.

Advertisement

Sportsbooks can also set click frequency limits for users. Setting limits prevents a particular user from repeatedly clicking on the same paid ad campaign. Bots are especially vulnerable to this tactic, preventing them from driving up costs by blocking them with a click threshold.

Ending Bonus Abuse

Digitalisation has provided both opportunities and complex challenges for sportsbooks. The pivot towards online betting has presented sportsbooks with the chance to reach a whole new audience. However, sportsbooks can’t truly capitalise on this new opportunity as long as bots are draining budgets behind the scenes.

To protect their advertising investments, sportsbooks need to take action. Sportsbooks need to take control of their traffic and identify any bot activity before bad actors have the chance to take advantage. By taking an active role in their defence, sportsbooks can ensure their bonuses stay strictly in the hands of their real audience.

Advertisement

Article by Chad Kinlay, Chief Marketing Officer, TrafficGuard

A driven, open-minded, creative senior marketer with a strong sense of dedication and commitment. With over 15 years of progressive international experience in marketing and communications management, Kinlay has a credible history of commercial success.