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THE FUTURE IS PROMISING. THE WORLD OF LOTTERIES AND BETTING IS EVOLVING, CREATING ASTOUNDING CROSSOVERS WITH THE RETAIL INDUSTRY
Custom Group presents an unexpected market overview: new technology trends with specific modular and scalable requirements, unprecedented integrated solutions, demand for a global presence with service centres and multi-sector expertise to support partners, distributors, customers and industry players.
The gaming industry is going through an unprecedented revolution. Custom presents the latest innovations and a thorough scenario overview focusing on ICE TOTALLY GAMING – booth S5-211. With more than two decades of experience, Custom is positioned as a leader in the evolution of the Lottery, Gaming and Betting industry. The Group forecasts a +180% increase in turnover for the two-year period 2024-25 based on market data and internal forecasts in the wake of online gaming, which has been growing rapidly for the past two years. In fact, the sports betting sector recorded a 30 percent increase in 2022, winnings amounting to 69 billion € online, once again highlighting the positive trend that will also include the Lottery world by virtue of the 20 new licensing tenders which will ensure further global growth. Custom comes across as strong to ICE with a global and diversified presence, offering the widest range of integrated solutions to multiple markets and enabling all types of stakeholders to choose from the Group’s different solutions and technologies based on unique and synergistic know-how. This -one stop shop- approach opens new horizons and expands opportunities by providing unique services throughout more than 76 different countries.
INDUSTRY TRENDS
- Expertise, Global Presence & Service. Custom, which operates in 76 countries, provides innovative and sustainable technology solutions for different but now increasingly synergistic fields such as Lottery&Betting and Retail. Custom’s global presence ensures total and comprehensive value chain management, guaranteed throughout all stages: design, customisation, pre/after sales and services. 5 Production plants and more than 680 employees including 280 engineers.
- Phigital: Self-Service evolution and convergence of online and physical. The U.S. market for self-service systems is estimated at $4.5 billion by 2026. Custom provides advanced self-service solutions capable of ensuring high security standards, including smart lockers as well as anti-corruption and anti-fraud technologies. In fact, Custom has a track record of more than 3 decades in providing kiosk technology solutions in several different markets.
- POS Refresh – Point of Sale (POS) modernisation: attended & unattended solutions. Custom presents advanced POS solutions to optimise the point of sale. POS Refresh” has been an IT investment priority in 2023 for 50 percent of retailers. Digital Environment: Audio-video and multimedia solutions to make environments interactive and engaging. Custom offers multi-sensory experiences with solutions such as content management players, interactive tables and custom touch monitors.
Custom is a player that can best serve all kinds of stakeholders and different markets. Custom Group now has more than 300,000 installations in Gaming, Lottery and Betting in 76 countries, registering a convergence of the Lottery & Betting sector with the retail sector in the last two years.
HIGHLIGHTS
Attended & Unattended solutions which focus on traditional and hybrid cashpoints. DAYTONA and ARAGON POS terminals, Custom’s reliable Retail Lottery printers, and ultra-fast devices for scanning different ticket sizes. This portfolio ensures a fast and error-free service. Custom’s self-service solutions are the most technologically advanced devices to date, made for customers who want to play autonomously.
Trend for Self-Service and “customised and integrated” experiences thanks to the Group Solutions. For more than 3 decades, Custom has worked behind the scenes providing printing and scanning technologies that power kiosks in aviation, parking, lotteries, gaming, and retail. Custom’s solutions aim to engage players where and how they want, offering personalized gaming experiences. For 2024, Custom has expanded its product range with modular kiosk components, all-in-one solutions, and smart lockers that enable retailers to quickly deploy self-service terminals throughout the store. CONNECT is designed to meet the needs of different applications – unattended or attended – in the countertop or floor standing version, in a compact and stylish design. ARAGON is the POS Terminal for the future with a range of processors for any task: from entry level Intel® Celeron®, up to Core i3, and high performing Core i5. This device boasts a modern and slim design with futureproof full HD touch display and a full glass front.
SILK II is a POS Terminal with standard Android 11 and Google Play Store. A full set of USB interfaces will allow you to connect all your accessories. Bluetooth® and Wi-Fi® are also integrated. GLASS27 is Custom’s newest Advanced Solution. Thanks to the revolutionary FHD full glass technology with built-in monitor and receipt printer, GLASS27 combines style and function, supports both Windows and Android operating systems, and is capable of integrating the market’s most frequently used PinPads. This solution is available in desktop, pedestal and wall mount, thus becoming the perfect match for the needs of multiple markets and businesses.
Point of Sale (POS) Modernisation and Mobile Solutions. The POS remains at the heart of every retail store, and Custom is ready to help retailers in the process of upgrading POS hardware and software. ARAGON POS terminal is the perfect solution for enhancing point-of-sale transactions, adding style to any counter with power and reliability for Windows and Linux. Mobile is having a major impact on in-store sales. According to a study by the IHL Group, companies whose staff used mobile sales tools experienced a 77% growth in sales. Mobile POS continues to play a major role in today’s shopping experience, not only for the customer, but also for the store clerk. Custom’s Ranger family of mobile devices, tablets and mobile printers enables retailers to engage customers throughout the entire in-store shopping process: at the sidewalk, in the hallway, in the shop floor, or next to the car. T-RANGER is a 10.1-inch multifunctional tablet for store and warehouse use. Extremely robust and powered by a 10,000 mAh battery, T-RANGER is designed to withstand the impact of your activity all day, every day.
Transparency and Trust: Veriprint® technology enables transparency and traceability of all lottery transactions. Each ticket can be scanned and stored, ensuring that lottery results are tamper-proof. This transparency builds user-trust and eliminates doubts of fraud or manipulation.
Following Meta’s algorithm updates, many media buying teams found it much more difficult to scale Facebook traffic. Customer acquisition costs increased, advertising accounts became less stable, and even successful campaign combinations lost their effectiveness faster.
In the new Success Story, N1 Partners explains how they helped a media buying team specializing in Facebook traffic for the iGaming vertical adapt to changing market conditions and successfully scale traffic acquisition across Tier-1 GEOs.
The results after nine months of collaboration were impressive: a 155% increase in FTDs, 135% ROI, and a 22% reduction in average CPA.
About partner
The featured partner is a media buying team with four years of experience in affiliate marketing, specializing in Facebook traffic acquisition for iGaming products.
At the beginning of the partnership, the team was already working with Tier-1 GEOs, including Canada, Germany, New Zealand, and Australia. They consistently identified profitable campaign combinations but encountered the typical scaling limitations faced by many teams in the industry.
To continue growing, they needed a partner offering high-quality products with strong Reg2Dep and LTV performance, reliable payouts, and responsive support capable of handling increasing traffic volumes.
Why did they choose N1 Partners?
Several factors influenced their decision:
- High Reg2Dep rates;
- Strong player LTV performance;
- Reliable and consistent payouts;
- Fast and responsive affiliate manager support;
- The ability to work with multiple brands within a single ecosystem.
For the initial testing phase, the team selected N1 Bet, RollXO, Lucky Hunter, and Retro Bet.
| “Working with several brands at the same time gave the team much greater flexibility. Whenever one product started losing performance, we could quickly redirect traffic to another brand without interrupting our buying activity,” explained Polina Bogatko, Affiliate Manager N1 Partners. |
Preparing for launch
Before launching the campaigns, N1 Partners specialists analyzed the partner’s previous performance and proposed a structured testing plan.
Instead of focusing on a single offer, they decided to test multiple brands simultaneously. This approach allowed them to identify much faster which products performed best with Facebook traffic in each GEO.
At the start, the partner also received several recommendations:
- Start with the CPA payment model;
- Separate advertising campaigns by audience type;
- Build dedicated landing pages for each GEO instead of using one universal funnel;
- Test broad audiences without narrow interest-based targeting;
- Use multiple creative formats;
- Evaluate not only registration costs but also the quality of acquired players.
This strategy helped identify promising campaign combinations early while preventing unnecessary spending on underperforming campaigns.
Choosing GEOs, offers and creatives
N1 Partners affiliate manager shared internal performance data highlighting products that consistently delivered strong results with Facebook traffic.
For the first stage, three high-potential GEOs with stable demand were selected:
- Canada;
- Germany;
- New Zealand.
Australia was intentionally excluded from the initial testing phase to concentrate the available budget on fewer markets and collect meaningful data more quickly.
Offers were selected primarily based on two key metrics: deposit conversion rate and player quality. Among all available brands, the selected products consistently demonstrated the strongest overall performance.
For every GEO, the team created special creatives featuring localized visual elements and market-specific bonus offers.
Workflow organization
After launch, specialists from N1 Partners worked alongside the partner on a daily basis, analyzing campaign performance and deciding on the next optimization steps.
| “Regular data sharing allowed us to detect changes almost immediately. We didn’t wait until the end of the week, we adjusted offers, budgets, and creatives as soon as we saw a consistent performance signal,” noted Polina Bogatko, Affiliate Manager N1 Partners. |
Teams closely monitored:
- Reg2Dep and LTV;
- Player quality;
- Budget allocation between products;
- Individual GEO performance;
- Results of newly launched creatives.
Most operational questions were resolved by the affiliate manager within a few hours. This allowed the partner to quickly switch offers and launch additional tests without interrupting traffic acquisition.
Initial hypotheses
During the preparation phase, N1 Partners suggested testing several working hypotheses:
- Video creatives could outperform static banners;
- Different advertising concepts might attract audiences of different quality;
- Rapid budget increases could reduce campaign stability;
- Evaluating traffic solely based on acquisition cost does not reflect its actual value.
The team tested lifestyle creatives, game-focused concepts, bonus offers, and social proof elements. Budgets were increased gradually, while campaign performance was evaluated not only by CPA but also by player behavior after making their first deposit.
| “The ability to compare several brands simultaneously played a crucial role. Whenever statistics indicated a decline in traffic quality, we suggested another product or reallocated the budget. This helped maintain acquisition momentum without relying on a single offer,” commented Polina Bogatko, Affiliate Manager N1 Partners. |
Strategy and optimization
After the initial testing phase, the team focused on increasing traffic volumes without compromising player quality.
To achieve this, the partner:
- Duplicated the highest-performing campaigns;
- Regularly launched new creatives;
- Split campaigns by device type;
- Applied successful approaches to markets with similar audience characteristics.
At the same time, budgets were increased gradually, helping maintain campaign stability while keeping CPA within the target range.
What delivered the best results?
Four optimization strategies produced the strongest performance improvements:
- Creative localization;
- Continuous production of fresh advertising materials;
- Pausing underperforming campaign combinations within the first 48 hours;
- Optimizing based on player quality rather than CPA alone.
At one stage of the campaign, the affiliate manager noticed that one of the brands was achieving a significantly higher Reg2Dep rate from Facebook traffic in Canada.
After jointly reviewing the data, part of the advertising budget was shifted toward that product.
| “The decision was based on more than just the number of deposits. We also evaluated player LTV and repeated activity. After reallocating the budget, profitability increased, and further scaling became much more stable,” said Polina Bogatko, Affiliate Manager N1 Partners. |
Results
After nine months of collaboration, every key performance indicator improved significantly.
- Monthly FTDs increased from 450 to 1,150 (+155%);
- ROI increased from 86% to 135%;
- Average CPA decreased by 22%;
- Revenue increased by approximately 2.5 times;
- Player LTV increased by 25%.
The most important achievement was not a single successful campaign but the creation of a sustainable Facebook traffic acquisition model. The partner was able to continuously scale traffic across Tier-1 GEOs without experiencing a proportional increase in acquisition costs.
Key takeaways
- What was the biggest advantage of working with N1 Partners?
According to the media buying team, working with N1 Partners helped establish a clear and scalable traffic acquisition process.
The main contributing factors were high-quality products, strong Reg2Dep performance, and constant communication with the affiliate manager. The team also emphasized that N1 Partners specialists proactively suggested new testing hypotheses before market changes began noticeably affecting campaign performance. This allowed them to stay ahead of industry trends instead of reacting only after performance had already declined.
- What made the results possible?
Polina Bogatko, Affiliate Manager N1 Partners: “The biggest factor behind our success was the partner’s willingness to continuously test new approaches. We evaluated not only Facebook campaign metrics but also player quality for every brand and GEO. This enabled us to redistribute budgets quickly and focus on the most promising campaign combinations.
After launching localized creatives and testing new audiences, the number of FTDs in Canada nearly doubled within just a few weeks, while campaign ROI remained stable. This clearly demonstrated the importance of continuous testing, fast analytics, and close collaboration between both teams”.
Scale your Facebook traffic with N1 Partners!
N1 Partners gives affiliates access to:
- 14+ casino and betting brands with high Reg2Dep
- 10+ Tier-1 GEOs
- CPA up to €700 and RevShare up to 55% + NNCO for top partners
Be number one with N1!
The post FB Success Story +155% FTD, 135% ROI appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Following Meta’s algorithm updates, many media buying teams found it much more difficult to scale Facebook traffic. Customer acquisition costs increased, advertising accounts became less stable, and even successful campaign combinations lost their effectiveness faster.
In the new Success Story, N1 Partners explains how they helped a media buying team specializing in Facebook traffic for the iGaming vertical adapt to changing market conditions and successfully scale traffic acquisition across Tier-1 GEOs.
The results after nine months of collaboration were impressive: a 155% increase in FTDs, 135% ROI, and a 22% reduction in average CPA.
About partner
The featured partner is a media buying team with four years of experience in affiliate marketing, specializing in Facebook traffic acquisition for iGaming products.
At the beginning of the partnership, the team was already working with Tier-1 GEOs, including Canada, Germany, New Zealand, and Australia. They consistently identified profitable campaign combinations but encountered the typical scaling limitations faced by many teams in the industry.
To continue growing, they needed a partner offering high-quality products with strong Reg2Dep and LTV performance, reliable payouts, and responsive support capable of handling increasing traffic volumes.
Why did they choose N1 Partners?
Several factors influenced their decision:
- High Reg2Dep rates;
- Strong player LTV performance;
- Reliable and consistent payouts;
- Fast and responsive affiliate manager support;
- The ability to work with multiple brands within a single ecosystem.
For the initial testing phase, the team selected N1 Bet, RollXO, Lucky Hunter, and Retro Bet.
| “Working with several brands at the same time gave the team much greater flexibility. Whenever one product started losing performance, we could quickly redirect traffic to another brand without interrupting our buying activity,” explained Polina Bogatko, Affiliate Manager N1 Partners. |
Preparing for launch
Before launching the campaigns, N1 Partners specialists analyzed the partner’s previous performance and proposed a structured testing plan.
Instead of focusing on a single offer, they decided to test multiple brands simultaneously. This approach allowed them to identify much faster which products performed best with Facebook traffic in each GEO.
At the start, the partner also received several recommendations:
- Start with the CPA payment model;
- Separate advertising campaigns by audience type;
- Build dedicated landing pages for each GEO instead of using one universal funnel;
- Test broad audiences without narrow interest-based targeting;
- Use multiple creative formats;
- Evaluate not only registration costs but also the quality of acquired players.
This strategy helped identify promising campaign combinations early while preventing unnecessary spending on underperforming campaigns.
Choosing GEOs, offers and creatives
N1 Partners affiliate manager shared internal performance data highlighting products that consistently delivered strong results with Facebook traffic.
For the first stage, three high-potential GEOs with stable demand were selected:
- Canada;
- Germany;
- New Zealand.
Australia was intentionally excluded from the initial testing phase to concentrate the available budget on fewer markets and collect meaningful data more quickly.
Offers were selected primarily based on two key metrics: deposit conversion rate and player quality. Among all available brands, the selected products consistently demonstrated the strongest overall performance.
For every GEO, the team created special creatives featuring localized visual elements and market-specific bonus offers.
Workflow organization
After launch, specialists from N1 Partners worked alongside the partner on a daily basis, analyzing campaign performance and deciding on the next optimization steps.
| “Regular data sharing allowed us to detect changes almost immediately. We didn’t wait until the end of the week, we adjusted offers, budgets, and creatives as soon as we saw a consistent performance signal,” noted Polina Bogatko, Affiliate Manager N1 Partners. |
Teams closely monitored:
- Reg2Dep and LTV;
- Player quality;
- Budget allocation between products;
- Individual GEO performance;
- Results of newly launched creatives.
Most operational questions were resolved by the affiliate manager within a few hours. This allowed the partner to quickly switch offers and launch additional tests without interrupting traffic acquisition.
Initial hypotheses
During the preparation phase, N1 Partners suggested testing several working hypotheses:
- Video creatives could outperform static banners;
- Different advertising concepts might attract audiences of different quality;
- Rapid budget increases could reduce campaign stability;
- Evaluating traffic solely based on acquisition cost does not reflect its actual value.
The team tested lifestyle creatives, game-focused concepts, bonus offers, and social proof elements. Budgets were increased gradually, while campaign performance was evaluated not only by CPA but also by player behavior after making their first deposit.
| “The ability to compare several brands simultaneously played a crucial role. Whenever statistics indicated a decline in traffic quality, we suggested another product or reallocated the budget. This helped maintain acquisition momentum without relying on a single offer,” commented Polina Bogatko, Affiliate Manager N1 Partners. |
Strategy and optimization
After the initial testing phase, the team focused on increasing traffic volumes without compromising player quality.
To achieve this, the partner:
- Duplicated the highest-performing campaigns;
- Regularly launched new creatives;
- Split campaigns by device type;
- Applied successful approaches to markets with similar audience characteristics.
At the same time, budgets were increased gradually, helping maintain campaign stability while keeping CPA within the target range.
What delivered the best results?
Four optimization strategies produced the strongest performance improvements:
- Creative localization;
- Continuous production of fresh advertising materials;
- Pausing underperforming campaign combinations within the first 48 hours;
- Optimizing based on player quality rather than CPA alone.
At one stage of the campaign, the affiliate manager noticed that one of the brands was achieving a significantly higher Reg2Dep rate from Facebook traffic in Canada.
After jointly reviewing the data, part of the advertising budget was shifted toward that product.
| “The decision was based on more than just the number of deposits. We also evaluated player LTV and repeated activity. After reallocating the budget, profitability increased, and further scaling became much more stable,” said Polina Bogatko, Affiliate Manager N1 Partners. |
Results
After nine months of collaboration, every key performance indicator improved significantly.
- Monthly FTDs increased from 450 to 1,150 (+155%);
- ROI increased from 86% to 135%;
- Average CPA decreased by 22%;
- Revenue increased by approximately 2.5 times;
- Player LTV increased by 25%.
The most important achievement was not a single successful campaign but the creation of a sustainable Facebook traffic acquisition model. The partner was able to continuously scale traffic across Tier-1 GEOs without experiencing a proportional increase in acquisition costs.
Key takeaways
- What was the biggest advantage of working with N1 Partners?
According to the media buying team, working with N1 Partners helped establish a clear and scalable traffic acquisition process.
The main contributing factors were high-quality products, strong Reg2Dep performance, and constant communication with the affiliate manager. The team also emphasized that N1 Partners specialists proactively suggested new testing hypotheses before market changes began noticeably affecting campaign performance. This allowed them to stay ahead of industry trends instead of reacting only after performance had already declined.
- What made the results possible?
Polina Bogatko, Affiliate Manager N1 Partners: “The biggest factor behind our success was the partner’s willingness to continuously test new approaches. We evaluated not only Facebook campaign metrics but also player quality for every brand and GEO. This enabled us to redistribute budgets quickly and focus on the most promising campaign combinations.
After launching localized creatives and testing new audiences, the number of FTDs in Canada nearly doubled within just a few weeks, while campaign ROI remained stable. This clearly demonstrated the importance of continuous testing, fast analytics, and close collaboration between both teams”.
Scale your Facebook traffic with N1 Partners!
N1 Partners gives affiliates access to:
- 14+ casino and betting brands with high Reg2Dep
- 10+ Tier-1 GEOs
- CPA up to €700 and RevShare up to 55% + NNCO for top partners
Be number one with N1!
The post FB Success Story +155% FTD, 135% ROI appeared first on Americas iGaming & Sports Betting News.
The updated slot launches on Lottomart for UK players on 23rd July with a new bonus wheel and higher max win.
Blueprint Gaming is releasing an upgraded version of Super Graphics Upside Down exclusively on Lottomart from 23rd July, giving Lottomart’s UK players early access to the title.
Originally launched in 2021, Super Graphics Upside Down is being re-released with a new bonus wheel feature and an increased max win potential, rising from 250X to 3000X, according to the companies.
Chris Ruddock, Commercial Director at Lottomart, said:
“Securing an early release exclusive on the new Super Graphics Upside Down is another exciting milestone for Lottomart. Blueprint Gaming has upgraded a fantastic game with engaging new features and bigger win potential, and we’re delighted to offer this game exclusively to our UK players.”
Elliott Kyne, Account Manager at Blueprint Gaming, said:
“We’re delighted to support Lottomart with the exclusive UK launch of Super Graphics Upside Down. It’s also pleasing to see our partnership continue to go from strength to strength, and Lottomart’s impressive growth and UK focus has made them a match made in heaven for Blueprint’s content. We’re SUPER excited to bring this latest release to their players.”
The companies said the launch is part of their ongoing partnership, with Blueprint Gaming providing exclusive content as Lottomart expands its UK presence.
The post Blueprint Gaming upgrades Super Graphics Upside Down for Lottomart exclusive appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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