iGaming
In-App Creatives in iGaming: How to Lower CPI and Scale Campaigns with Moloco Ads
Traffy, a performance marketing agency specializing in in-app traffic, together with Traffy media buyers, prepared this material to share practical insights, testing experience, and scaling strategies in the iGaming vertical.
iGaming Campaign Overview: Scaling Strategy and CPI Optimization
In the gambling vertical, the Traffy team faced a typical growth challenge: how to scale campaigns without losing control over CPI and without sacrificing traffic quality.
The main goal was to reduce CPI while maintaining conversion rates to registration and deposit. Special attention was given to the scaling phase and subsequent campaign relaunches, where performance most often begins to degrade.
Before implementing the new strategy, single-format, unique gameplay creatives were used. While effective initially, this approach started to limit scaling potential as volumes increased.
How to Scale iGaming Campaigns Without Increasing CPI
As advertiser conditions allowed for active scaling, the task was to reduce CPI in order to improve conversions and lower deposit costs on the offer. CPI is unstable when using single-format creatives — it increases when scaling active ad accounts. If you rely on only one format, there is no real optimization, which leads to faster creative burnout and makes it harder to find new references that perform as well as previous ones.
Intraday dynamics were quite illustrative. In the morning, CPI could increase by up to 100%, then partially stabilize by midday, and rise again in the evening, adding around 20–25% to daily values. At the same time, campaigns continued delivering — they didn’t break, but efficiency gradually declined.
The main reason was not classic audience saturation. This was not a typical scale → saturation → CPI growth scenario. The problem was deeper: the single-format approach itself was limiting the algorithm. Creatives burned out faster, and the optimization system became less effective due to the lack of alternative signals.
Format burnout also occurred because there are limited in-app ad intelligence tools, and only a small number of teams have access to them due to their high cost. As a result, the overall pool of proven working creatives is relatively small. When only one creative format is used, it quickly burns out, forcing the search for new references — but often there is nothing left to scale further.
Why Single Creatives Formats Lead to Higher CPI and Instability
During testing, the team reached an important insight: CPI growth and instability were directly linked to using only one type of creative.
In practice, the algorithm was constrained by a single format — it had no ability to redistribute budget or optimization signals. This increased CPI volatility and accelerated burnout.
This understanding came empirically through a series of tests. It also became clear that some formats, such as news-style creatives and playable formats, were underutilized, which limited scaling potential.
Creatives Testing Strategy to Reduce CPI in iGaming Campaigns
The team shifted focus toward creatives diversification.
They decided to run multiple creatives types simultaneously, giving the algorithm more flexibility. Three key formats were introduced:
- interview
- gameplay
- social gameplay
The main share of traffic was allocated to interview creatives (50%) with a CPI of about $8.58, while gameplay accounted for 25% with a CPI of ~ $6.5, and social gameplay — the remaining 25% with a CPI of ~ $10.23 (Moloco Ads).
Scaling was primarily achieved through relaunching campaigns with increased budgets.
The team tested 4 to 6 creatives per campaign with a $250 budget. If performance was strong, the campaign was relaunched with a higher budget, and its behavior was closely monitored.
How campaigns were launched:
If new campaigns included only new creatives, they were kept and scaled alongside existing active campaigns, or relaunched when needed.
Testing was conducted in parallel: different formats were launched simultaneously, and the decision-making cycle took 2–3 days. The primary evaluation metrics were CPI and cost per registration, followed by CPA.
Results: Lower CPI and More Stable Campaign Scaling
Switching to a multi-format strategy delivered a noticeable impact. Previously, overall CPI ranged between $13–18, but after implementing the new approach, it decreased to approximately $8.4.
The key improvement was scalability: campaigns could be scaled without sharp CPI spikes. Although CPI growth with increased volume remains inevitable, it became much more controlled and predictable.
From a performance perspective, different formats showed varying CPI levels. The best result was achieved by social gameplay, while other formats demonstrated higher CPI. However, this did not reduce their importance in scaling.
For scaling, social-style formats and interview creatives performed best. Interview creatives tend to burn out faster, while social gameplay creatives — being bright, visually engaging, and highly informative — scale more effectively.
No format proved to be universally best for growth. All three formats scaled effectively, and their combination gave the algorithm more opportunities for optimization.
Best Practices for Launching and Scaling iGaming Creatives
In practice, the most effective approach is straightforward: launch 4–6 creatives across 2–3 formats (interviews, social approaches) and run them either sequentially or simultaneously, as done at Traffy.
A specific recommendation from a Traffy buyer: use playable elements in the end card — this can significantly reduce CPI. Creating a unique end card for each creative in the same style also lowers CPI and increases engagement with the creative itself.
At the same time, it is important to understand that there are no “dead” formats: over time, any creatives will burn out regardless of their type.
Conclusion: Multi-Format Creatives Strategy for Predictable iGaming Scaling
Creatives format diversification proved to be the key factor for stable scaling. Instead of trying to control CPI within a single format, the team expanded the optimization space. This allowed for better traffic redistribution, slower creative burnout, and reduced performance volatility.
As a result, scaling became not only more efficient but also more predictable — without the sharp CPI spikes typical of single-format strategies.
If you have any questions or would like to apply these strategies to your campaigns, feel free to submit a request via our website or reach out directly at [email protected].
The post In-App Creatives in iGaming: How to Lower CPI and Scale Campaigns with Moloco Ads appeared first on Americas iGaming & Sports Betting News.
EGT and EGT Digital arrived in Brazil with a consolidated track record across more than 85 jurisdictions — and a deliberate choice not to replicate an international model in a market that demands local adaptation.
At the centre of that strategy is Celina Guedes, who leads the company’s expansion in Brazil’s gaming, casino and VLT markets.
With over 20 years of experience across land-based and online casino segments in Brazil and Latin America, Guedes has built her approach around what she calls “glocalization” , applying global technology standards to the specific behaviour, regulation and expectations of the Brazilian player.
The results are becoming visible. EGT won the Best VLT Solution category at the BiS Awards 2026. The Paraíba rollout validated the VLT model at operational scale, with user recurrence and engagement exceeding initial projections. In Rio de Janeiro, the solution passed the Proof of Concept with Loterj, opening the door to one of the country’s most strategic gaming markets.
In this interview, Guedes discusses what differentiated EGT in a competitive Brazilian market, how omnichannel integration works in practice, and why she believes the industry’s long-term growth depends on regulation, transparency and responsible gaming, not despite them, but because of them.
Celina, congratulations on the BiS Awards 2026! EGT and EGT Digital won in the Best VLT Solution category. In your view, what was the “X factor” that set your product apart in such a competitive market as Brazil this year?
Celina Guedes – I believe our key differentiator was the combination of robust technology, player experience, and adaptability to the Brazilian market. EGT already has a consolidated global track record across more than 85 jurisdictions, but in Brazil we did not simply replicate an international model, we localized the solution.
The Brazilian market demands performance, stability, regulatory security, and at the same time accessible and intuitive entertainment. We were able to deliver exactly that balance through an omnichannel VLT solution that is highly scalable and widely accepted by players.
In addition, the integration between EGT and EGT Digital allowed us to offer a complete ecosystem for operators and state lotteries, which is essential in an increasingly competitive and regulated environment.
You mentioned that EGT seeks to establish “higher new standards.” How does the company balance global technology from Bulgaria with the cultural and regulatory specifics of the Brazilian player?
This balance is achieved precisely because EGT has global expertise but operates locally with teams that deeply understand each market.
Brazil has very specific characteristics: player behavior, consumption profile, evolving legislation, and even visual and gameplay preferences. That is why we work closely with operators and regulatory bodies to adapt interfaces, user journeys, payment methods, communication, and features to Brazilian expectations.
At the same time, we maintain international standards of security, compliance, and technological stability, which are globally recognized. This combination of global experience and local intelligence is one of the pillars of our growth in the country.
The Paraíba operation was a large-scale rollout milestone. What were the key learnings from this project, and what do the initial performance numbers say about user acceptance of the VLT format?
Paraíba was extremely important because it validated, in practice, the potential of the VLT model in Brazil at operational scale.
The main learning was the strong demand for a regulated product that is safe and offers a high-quality entertainment experience. The audience responded very positively from the first months of operation.
Initial indicators exceeded our expectations in terms of user recurrence, engagement, and operational stability. This shows that Brazilian players are open to the VLT format when it is presented within a regulated, transparent, and reliable technological environment.
Regarding Rio de Janeiro: the product passed the Proof of Concept (PoC) with Loterj. What can the Rio market expect from this launch, and how does EGT plan to scale this solution to other states shaping their lotteries in 2026?
Rio de Janeiro is a strategic market for the entire industry, and the PoC approval was a highly relevant step.
The market can expect a modern, secure solution designed to deliver an integrated physical and digital experience. Our goal is not only to deploy terminals, but to build a sustainable ecosystem for operators, lotteries, and players.
We believe many states are closely observing the models being implemented now. Therefore, our focus is to demonstrate operational efficiency, revenue generation capacity, and regulatory responsibility.
EGT is prepared to scale quickly, as it already has technological infrastructure, international experience, and regulatory adaptability to support new state projects at different stages of maturity.
The EGT solution is described as fully omnichannel. For our audience, how does this integration between physical terminals and the digital platform work in practice? Does the player move between both worlds with a single account?
Yes. That is one of our main differentiators. Players can start their experience on a physical terminal and continue in the digital environment using the same account, wallet, and interaction history. This creates a seamless, modern, and convenient journey.
The omnichannel integration allows operators to have a unified view of user behavior, enabling smarter campaigns, loyalty programs, and advanced compliance mechanisms.
In practice, we connect the best of both worlds: the convenience of digital with the physical presence and reach of VLT terminals.
In a scenario where the government is blocking platforms without economic substance, how does the security and transparency of the EGT Digital ecosystem protect both operators and end users?
This regulatory movement reinforces something EGT has always supported: sustainable growth depends on regulation, transparency, and responsibility.
All EGT Digital infrastructure operates under strict international standards of compliance, certification, and technological security. We work with auditable systems, anti-fraud controls, operational traceability, data protection, and continuous monitoring.
This protects operators from a regulatory and financial standpoint, but also gives consumers the confidence of using a legitimate, secure, and supervised platform.
In a rapidly maturing market, solid companies with a consistent international track record naturally gain prominence.
We are seeing an intense debate in Brasília about gambling addiction and household debt. How does EGT VLT technology incorporate Responsible Gaming mechanisms and spending controls to prevent compulsive behavior?
Responsible Gaming is a core topic for EGT globally and also in Brazil.
Our technology includes tools for session time control, deposit and betting limits, risk behavior alerts, and self-exclusion mechanisms. In addition, operators can monitor suspicious behavioral patterns much more effectively through our technology.
We believe regulation and innovation must go hand in hand. The industry’s goal should be to provide safe, sustainable, and transparent entertainment.
This is an important and healthy debate for the sector’s maturity, and EGT wants to be part of building a long-term responsible market.
Celina, to close: EGT Group is already present in 85 jurisdictions. With Brazil reaching maturity in 2026, where do you see EGT Digital in the national ranking over the next two years?
Brazil has become one of the most strategic gaming and betting markets in the world, and EGT sees enormous growth potential here.
Over the next two years, our goal is to consolidate EGT and EGT Digital among the leading technology and omnichannel solution providers in the country, expanding presence in both physical and digital segments.
We are heavily investing in operational expansion, local partnerships, technological innovation, and institutional relationships. We believe we are still at the beginning of the transformation of this market in Brazil.
Our focus is not only growth in numbers, but building a solid, sustainable operation recognized for technological excellence and market trust.
The post “For EGT, sustainable growth in Brazil depends on transparency” appeared first on Americas iGaming & Sports Betting News.
EGT has officially opened a new office in the Netherlands in ’s-Hertogenbosch (Den Bosch). The launch was marked with an event on May 13 attended by representatives of local operators, partner companies and industry professionals, the company said.
Guests toured the office showroom and were introduced to EGT’s latest land-based and iGaming solutions offered on the Dutch market.
Yuliana Ilieva, Director of EGT Netherlands, said: “I would like to thank everyone who is here with us tonight to celebrate this milestone for EGT Netherlands. The opening of the office in Den Bosch – the capital of North Brabant province and a strategic location in the country – is an important step for EGT and clearly states the company’s long-term commitment to this market, where we already have a strong footprint in both the land-based and online segments. Our new local presence will allow us to be closer to our current and future clients and to develop our partnerships here even more effectively. Despite the challenges of the highly regulated Dutch gaming environment, we are confident that our personal approach to each customer, combined with our products, developed specifically for the Netherlands, will contribute to the growth and success of both our and operators’ business.”
Nadia Popova, Chief Revenue Officer and VP Sales & Marketing at EGT, added: “We see enormous potential in the Dutch market and are ready to invest in our sustainable development here. I believe that our new office, with its strategic location and talented and dedicated team, will play a key role in achieving our main goals of expanding and solidifying EGT’s positions as a preferred gaming provider in the country.”
The post EGT opens Netherlands office in Den Bosch appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
QTech Games has signed a provider partnership with PLAYSTAR (PS) to add the supplier’s slots and card games to QTech’s aggregation platform.
Under the deal, QTech’s operator clients can access PLAYSTAR titles including Deng Deng, Super Gems, Lucky Ace 2, and Mahjong Origin, alongside card games such as Tui Dummy and Hi-Low.
The companies positioned the agreement as part of PLAYSTAR’s expansion beyond Asia, with QTech highlighting distribution into emerging markets including Africa and Latin America.
Angel, BD at PLAYSTAR, said: “QTech is a natural habitat for our superior content which awaits players every time they enter through an online casino’s digital doors. After initial success in our home territories over our first decade of operations, PLAYSTAR is now broadening our reach across emerging markets via QTech’s flexible gateway to high-potential regions.”
Philip Doftvik, CEO at QTech Games, said: “It’s a feather in our cap to have integrated more premium content from PLAYSTAR. They’re a proven performer who prioritise the immersive experience that users enjoy at the heart of every game. Recent industry recognition as a rising-star supplier underscores their ascendant curve, and we’re delighted to have added PS to QTech’s stable of stars.
“We now look forward to showcasing these games across new markets which, in most cases, break new ground for PS.”
The post QTech Games adds PLAYSTAR content in new aggregation deal appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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