In the global iGaming industry's traffic structure, the MGID advertising platform steadily occupies an important position in the gray gambling traffic system. According to public information from multiple gambling alliances and native advertising teams, MGID, Taboola, and PropellerAds form the main entry points for current gray gambling content traffic.
The advertising content style of MGID is informational, entertainment, or news-based. Advertisements are generally presented as stories, reviews, trends, or experiences, with actual gambling activities hidden in the latter part of the content path.
Users first see native ads on news sites, entertainment websites, or content aggregation pages, and after clicking, they enter a seemingly neutral content page, such as ➡️ gaming industry observations, gambling platform reviews, or personal experience sharing.
🔴 In the middle or end of the page, through rankings, recommended entries, or "learn more" buttons, users are guided to the intermediary landing pages of affiliate traffic alliances, and finally redirected to specific platforms. MGID is only responsible for the front-end traffic distribution.
The key to this model lies in the highly restrained way of content packaging, which is why it is deployed among many native advertisements.
For example, in the Latin American and Eastern European markets, commonly deployed content includes "the most common online entertainment methods used by players in a certain country" "the most popular online gaming platforms in 2025" etc., or by personal cases to downplay the monetary attributes, narrating how online entertainment can become an additional source of income.
If words like "casino" or "betting" appear directly in the content titles on MGID, they tend to significantly lower the pass-through rate and traffic stability. Thus, MGID's real positioning in the iGaming system is neither a strong intent channel like Google Search nor a social advertising system like Facebook that relies on interest tags.
MGID provides a kind of ➡️ massive general traffic. When users click on the ads, most do not initially have a clear gambling demand, and are then gradually "educated" and filtered through the content.
Therefore, the conversion of such general traffic is also directly reflected in the return on investment. According to long-term data from multiple teams, in the absence of mature content and funnels, 🔴 new accounts and new platforms on MGID generally have a low short-term return, with ROAS often hovering around 1x, and a long payback period, mostly paying the learning cost for testing GEO, materials, and content structure.
In the hands of mature teams, MGID, through content layering and user tag filtering, some teams can stabilize the overall return at over 2x within a 7 to 14-day period, with individual outstanding samples even reaching over 4x in the short term.
However, such high returns are not the norm for the platform, and the industry also has extreme cases, such as in emerging African or Latin American GEOs, where sometimes new content models or occasional traffic imbalances lead to short-term returns of 5x or even higher. But almost all operators admit that such windows are usually very short, and ROI quickly falls back.
🟢 This is also why MGID is more suitable for specific types of iGaming players.
It naturally leans towards the brand platforms of the affiliate traffic system, especially those with Toplist rankings, review sites, and mature reward conversions. Such teams can flexibly switch between multiple regions and platforms, considering MGID as a "broad traffic input end".
Conversely, platforms that rely on a single brand and hope to directly pull registrations through advertising often struggle to run a sustainable model on MGID.
Nevertheless, when comparing MGID within the entire gambling traffic ecosystem, compared to compliant search channels, MGID has lower traffic costs and larger scale; and compared to other gray native platforms, it also has more advantages in traffic stability and algorithm maturity.
—————
This is the only gambling industry knowledge channel on TG, aimed at gambling industry executives. Produced by "Global iGaming Leaders - PASA". Daily posts deep content analysis of the past, present, and future of the gambling industry.
This content is exclusively created byhttps://t.me/gamblingdeep. If you like our content, feel free to forward it.
Follow this channel to get a free copy of "Gambling Outbound Strategy, from Strategy to Practice Guide" report, message @Pasarose_bot after following to receive it
More data reports: @pasa_research
Join the member group: @pasa002_bot
PASA official website: www.pasa.news
