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INCENTIVE GAMES ANNOUNCES PARTNERSHIP WITH BETWAY TO LAUNCH INNOVATIVE FOOTBALL PREDICTION GAME

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Incentive Games, a leading B2B games provider, today announced its strategic partnership with leading global online betting and gaming brand, Betway, to develop a new Free-to-Play football game.

Launching in the UK and Ireland this football season, this new product will be designed with precision by developers at Incentive Games to ensure seamless integration and to enhance customer engagement. It will offer Betway customers the chance to collect bet builder-style bets during the week for the upcoming weekend fixtures for the chance to win real cash-prizes.

Once the game is live, the Incentive Labs team – a collective of R&D, data and AI specialists who are passionate about turning data into unique solutions – will work behind the scenes to analyse user touchpoints and further tailor the games using smart segmentation and AI-rewards.

How the game will work:

  • From Monday to Friday, players can visit the game and reveal a fixture for the upcoming weekend’s matches.
  • Each revealed fixture will come with two win conditions
  • Players return to the game over the weekend to see the actual match results.
  • If the revealed fixture meets both win conditions, the users win a prize.
  • The more fixtures that meet the win conditions, the higher the potential prize. Matching all five fixtures (a perfect 5/5) could land users a share of the jackpot.

Victoria Harnett, Product Lead at Incentive Games, said of the partnership: “We’re incredibly proud to be collaborating with Betway on this exciting new product. Our team is tirelessly crafting a truly new engaging experience for Betway’s customers that will elevate their enjoyment of the sport. We’re confident that the game will be a valuable addition to their current offering.”

Anthony Werkman, CEO of Betway Group, said: “We are thrilled to partner with Incentive Games and add this innovative Free-to-Play football game to our offering. Football is the biggest sport for our global brand and this collaboration allows us to bring something fresh and fun to our customer experience.”

The post INCENTIVE GAMES ANNOUNCES PARTNERSHIP WITH BETWAY TO LAUNCH INNOVATIVE FOOTBALL PREDICTION GAME appeared first on European Gaming Industry News.

Africa Bet Partners

How Traffy Cut FTD Cost in Half and Scaled Betting in Tanzania for Africa Bet Partners via Moloco Ads

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This case highlights the impact of systematic optimization in Moloco Ads for the Betting vertical. Despite market turbulence in East Africa, Traffy not only maintained Africa Bet’s KPIs but also significantly improved ROI through deep, data-driven optimization.

Project Overview

Africa Bet Partners Offer: Betting
Traffic Partner: Traffy
Source: Moloco Ads (Google Play Inventory)
Geo: Tanzania (TZ)
Period: 2 months
Total Spend: ~$42,000

Final CR (Reg-to-FTD): 60%
Final CR (FTD 1-to-FTD 2): 45%

Challenge and Initial Metrics

At the launch of the campaign, the situation was challenging. The complex economic and political environment in Tanzania had a direct impact on consumer purchasing power and the stability of payment systems.

Initial Cost per FTD: $15.00

Goal: Reduce the cost of the target action to below $8 and identify scaling potential.

Optimization Strategy: What Was Done

The success of this case is the result of Traffy’s consistent work across four key areas:

1. Traffic Quality Management (Exchanges & Publishers)

Traffy conducted a comprehensive audit of publishers (placements) through which Moloco acquired inventory.

  • Blacklists were created based on low deposit conversion.
  • Collaboration was optimized with specific ad exchanges that demonstrated stronger Retention.

2. Creative Strategy

Traffy moved away from standard approaches and implemented a system of regular testing of new creative packs. Creative optimization significantly increased CTR and IPM, providing the Moloco algorithm with more data for learning.

3. Traffic Cleanup to Avoid Paying for Bots

  • Placements with suspicious install times (CTIT) were filtered out to protect against click flooding.
  • Device “farms” were identified and banned through Device ID analysis.
  • Using BI tools, installs were cross-checked with real user activity. Placements with no engagement were added to the Blacklist.

4. Funnel Optimization

Through targeting optimization at the campaign level, Traffy attracted more relevant users. This led to an increase in the CR from registration to FTD up to 60%, which is an abnormally high indicator for this region.

Key Insight

Deep publisher analytics in Moloco Ads combined with category segmentation allows reducing deposit cost by more than 2x while maintaining high player quality (Retention and repeat deposits).

Result

Traffy not only met Africa Bet’s KPIs but also built a stable model for further scaling. Even in “difficult” geos, a systematic optimization approach makes it possible to achieve outstanding results. At the moment, the campaign continues to run, and user Retention (FTD 2) shows organic growth.

The post How Traffy Cut FTD Cost in Half and Scaled Betting in Tanzania for Africa Bet Partners via Moloco Ads appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Africa Bet Partners

How Traffy Cut FTD Cost in Half and Scaled Betting in Tanzania for Africa Bet Partners via Moloco Ads

Published

on

how-traffy-cut-ftd-cost-in-half-and-scaled-betting-in-tanzania-for-africa-bet-partners-via-moloco-ads

This case highlights the impact of systematic optimization in Moloco Ads for the Betting vertical. Despite market turbulence in East Africa, Traffy not only maintained Africa Bet’s KPIs but also significantly improved ROI through deep, data-driven optimization.

Project Overview

Africa Bet Partners Offer: Betting
Traffic Partner: Traffy
Source: Moloco Ads (Google Play Inventory)
Geo: Tanzania (TZ)
Period: 2 months
Total Spend: ~$42,000

Final CR (Reg-to-FTD): 60%
Final CR (FTD 1-to-FTD 2): 45%

Challenge and Initial Metrics

At the launch of the campaign, the situation was challenging. The complex economic and political environment in Tanzania had a direct impact on consumer purchasing power and the stability of payment systems.

Initial Cost per FTD: $15.00

Goal: Reduce the cost of the target action to below $8 and identify scaling potential.

Optimization Strategy: What Was Done

The success of this case is the result of Traffy’s consistent work across four key areas:

1. Traffic Quality Management (Exchanges & Publishers)

Traffy conducted a comprehensive audit of publishers (placements) through which Moloco acquired inventory.

  • Blacklists were created based on low deposit conversion.
  • Collaboration was optimized with specific ad exchanges that demonstrated stronger Retention.

2. Creative Strategy

Traffy moved away from standard approaches and implemented a system of regular testing of new creative packs. Creative optimization significantly increased CTR and IPM, providing the Moloco algorithm with more data for learning.

3. Traffic Cleanup to Avoid Paying for Bots

  • Placements with suspicious install times (CTIT) were filtered out to protect against click flooding.
  • Device “farms” were identified and banned through Device ID analysis.
  • Using BI tools, installs were cross-checked with real user activity. Placements with no engagement were added to the Blacklist.

4. Funnel Optimization

Through targeting optimization at the campaign level, Traffy attracted more relevant users. This led to an increase in the CR from registration to FTD up to 60%, which is an abnormally high indicator for this region.

Key Insight

Deep publisher analytics in Moloco Ads combined with category segmentation allows reducing deposit cost by more than 2x while maintaining high player quality (Retention and repeat deposits).

Result

Traffy not only met Africa Bet’s KPIs but also built a stable model for further scaling. Even in “difficult” geos, a systematic optimization approach makes it possible to achieve outstanding results. At the moment, the campaign continues to run, and user Retention (FTD 2) shows organic growth.

The post How Traffy Cut FTD Cost in Half and Scaled Betting in Tanzania for Africa Bet Partners via Moloco Ads appeared first on Americas iGaming & Sports Betting News.

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Latest News

How Traffy Cut FTD Cost in Half and Scaled Betting in Tanzania for Africa Bet Partners via Moloco Ads

Published

on

This case highlights the impact of systematic optimization in Moloco Ads for the Betting vertical. Despite market turbulence in East Africa, Traffy not only maintained Africa Bet’s KPIs but also significantly improved ROI through deep, data-driven optimization.

Project Overview

Africa Bet Partners Offer: Betting
Traffic Partner: Traffy
Source: Moloco Ads (Google Play Inventory)
Geo: Tanzania (TZ)
Period: 2 months
Total Spend: ~$42,000

Final CR (Reg-to-FTD): 60%
Final CR (FTD 1-to-FTD 2): 45%

Challenge and Initial Metrics

At the launch of the campaign, the situation was challenging. The complex economic and political environment in Tanzania had a direct impact on consumer purchasing power and the stability of payment systems.

Initial Cost per FTD: $15.00

Goal: Reduce the cost of the target action to below $8 and identify scaling potential.

Optimization Strategy: What Was Done

The success of this case is the result of Traffy’s consistent work across four key areas:

1. Traffic Quality Management (Exchanges & Publishers)

Traffy conducted a comprehensive audit of publishers (placements) through which Moloco acquired inventory.

  • Blacklists were created based on low deposit conversion.
  • Collaboration was optimized with specific ad exchanges that demonstrated stronger Retention.

2. Creative Strategy

Traffy moved away from standard approaches and implemented a system of regular testing of new creative packs. Creative optimization significantly increased CTR and IPM, providing the Moloco algorithm with more data for learning.

3. Traffic Cleanup to Avoid Paying for Bots

  • Placements with suspicious install times (CTIT) were filtered out to protect against click flooding.
  • Device “farms” were identified and banned through Device ID analysis.
  • Using BI tools, installs were cross-checked with real user activity. Placements with no engagement were added to the Blacklist.

4. Funnel Optimization

Through targeting optimization at the campaign level, Traffy attracted more relevant users. This led to an increase in the CR from registration to FTD up to 60%, which is an abnormally high indicator for this region.

Key Insight

Deep publisher analytics in Moloco Ads combined with category segmentation allows reducing deposit cost by more than 2x while maintaining high player quality (Retention and repeat deposits).

Result

Traffy not only met Africa Bet’s KPIs but also built a stable model for further scaling. Even in “difficult” geos, a systematic optimization approach makes it possible to achieve outstanding results. At the moment, the campaign continues to run, and user Retention (FTD 2) shows organic growth.

Continue Reading

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