It is necessary to invest in traffic for iGaming and there is no time to waste! The global iGaming market reached $61.5 billion in 2021, with a forecast to reach $114.4 billion by 2028. The online betting niche offers immense lucrative potential. But how to access and take advantage of this opportunity? In this article, the best ways to generate traffic and effective strategies for online betting and sports campaigns will be addressed.
What does iGaming offer?
iGaming offers a variety of monetization options and niches to explore, from sports betting and online games to eSports, fantasy sports, social games, sweepstakes, and much more. The variety allows testing different offers to find those that generate the best results for the target audience.
Flexibility is also a strong point, allowing the combination of short-term campaigns, such as betting on major events, with long-term strategies, such as social games, where engagement is continuous. The key to success is experimentation and data analysis to identify the most profitable offers.
How to get traffic for iGaming: “Free” Sources
Among the traffic sources, “free” options can be valuable, especially for direct advertisers, but also benefit affiliates and media buyers.
SEO (Search Engine Optimization)
SEO is an essential strategy to attract organic traffic. With an updated and optimized site with specific keywords from the iGaming sector, it is possible to attract high-value traffic without major investments in advertising. Examples of content include reviews of betting platforms, reviews of sports events, and guides for beginners. SEO may take time to generate results, but once well executed, it provides a consistent flow of qualified users.
Social Networks
Platforms like Instagram and TikTok are good options for iGaming, especially with affiliate links in bios. It is important to create engaging content, such as videos and stories, and maintain an active presence. Campaigns with influencers also work well, especially those who already operate in the gaming niche.
Telegram
Telegram has been gaining space as an effective platform for attracting organic traffic. The tip is to redirect users from other social networks to exclusive channels on Telegram, where valuable content can be shared and iGaming offers promoted. Engagement on this platform tends to be high, in addition to presenting fewer restrictions for affiliates.
Twitch
Twitch continues to be an interesting platform for promoting iGaming, mainly through live broadcasts. Many streamers partner as affiliates, playing and promoting iGaming offers naturally. Authentic interaction with the audience can generate higher conversion rates. However, it is necessary to pay attention to Twitch's policies, which have become more restrictive.
How to get traffic for iGaming: Advertising Networks
Advertising networks are a stable and regulated option for iGaming campaigns. Networks like PropellerAds are more receptive to the sector, especially in CPA (Cost per Acquisition) models.
Ad Formats and Bidding Models
1. Onclick (Popunder)
: This format guarantees maximum reach during the testing phase, allowing a large volume of impressions to be obtained quickly.
2. Push Notifications: After the initial test, the recommended approach is to scale the campaign with push notifications, such as Classic Push and In-Page Push, which increase engagement.
3. Exit Survey: This format captures users who are actively researching iGaming or related topics, offering a valuable conversion opportunity.
Which GEOs are the most promising?
Some emerging markets are standing out, such as Kenya, Nigeria, and Morocco, with low competition and affordable budgets. In more established markets, like South Africa, the competition is greater, requiring a higher investment. In Asia, India emerges as a promising emerging market, but with strict regulations. In Latin America, Brazil is also an attractive market, but highly competitive.
Best time for iGaming campaigns
The iGaming sector usually has conversion peaks during major sports events, such as the World Cup and the Super Bowl. These events offer ideal moments to launch campaigns, as the audience tends to engage more in betting and sports predictions.
Creatives for iGaming campaigns
The creatives used in the campaigns are determinants for success. Images of women, athletes, and team flags work well, as long as they are appropriate and visually attractive. Pre-landers with giveaways or quizzes also increase conversion. Short, direct, and persuasive texts, with clear CTAs, are essential. Attention to the restrictions of each offer, as many do not allow the mention of bonuses or the use of brand logos.
What is the best way to optimize iGaming campaigns?
1. Test different operating systems
: iOS and macOS tend to show higher CTRs, while Android offers greater traffic volume.
2. Adjust bids according to results: When the CTR is high, but the traffic is low, increasing the bid or the frequency of ads can improve results.
3. Separate campaigns by GEO: Dividing campaigns by GEO and platform facilitates the analysis of performance and optimization.
4. User Activity Segmentation: Using segmentation focused on more engaged users helps maximize the budget.
What makes iGaming traffic special?
iGaming traffic has particularities, such as the need to follow strict regional regulations. In the United States, for example, not all types of games are allowed, and laws vary by state. It is essential to be aware of these rules before launching campaigns in certain markets.
In addition, advertising platforms impose their own restrictions. On TikTok, for example, it is possible to mention iGaming, but direct ads are prohibited in various regions. Meanwhile, Facebook and Instagram allow ads, but with specific authorizations and brand legality certifications.
Summary
The iGaming market offers vast potential, but success depends on adapting campaigns, optimizing ads, and respecting regulations. With the right tools and strategies, it is possible to make the most of this sector and achieve significant results.
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