After visiting SiGMA Rome, we came back with a few new insights into iGaming. And quite a few reminders of things we already knew. We’ve been in this business for over 20 years, after all, and more than 30% of our traffic goes to iGaming offers.
So, what did we learn?
1. iGaming loves CPM. Even if getting the right contact takes some detective work.
Whatever you’ve heard, there are plenty of media buyers who buy traffic on CPM. Finding them through their affiliate managers, however, is sometimes a separate quest. For reasons we still don’t fully understand.
Our takeaway? iGaming is perfectly happy buying CPM traffic. You just need to reach the people who actually buy it.
2. Popunder traffic is still very much in the game.
People love questioning popunder traffic. Meanwhile, it keeps doing its job. It’s widely available, it scales, and iGaming buyers keep buying it.
Decide how much that first impression is worth to you, then give the campaign some actual attention. Understand Google’s policies, keep your landing pages updated, and optimize. Launching a campaign and hoping for the best is a strategy, technically. Just not our favourite one.
And yes, there’s another format worth your attention. We’ll get to it, so keep reading.
3. Passionate audiences have more than one interest.
Niche traffic brings passionate users. And those users may also enjoy a game or a bet when they’re still awake at night.
There’s an opportunity there. But please, know your user. Where did they come from? Which device are they using? What city are they in? What language do they speak?
Before choosing an advertising network, ask how much control you’ll have over who sees your offers. “Everyone with an internet connection” is a lovely ambition. It’s also a very expensive targeting strategy.
4. iGaming loves choosing the right hour. And the right day.
If your audience plays at night, spending your budget while they’re asleep might not be your brightest idea. Look at when your users actually convert and schedule accordingly. The same goes for days of the week.
And yes, the Trafficshop ad network has both time and day targeting. Along with a few other filters your budget might appreciate.
5. Personal support is popular. Postback setup deserves the same enthusiasm.
People in iGaming appreciate a real conversation and help setting up their campaigns. We love that part too.
But guys, please help us help you: set up your conversion postback correctly before buying traffic.
Without conversion data, optimization becomes a guessing game. The alternative is sending us reports manually, over and over again.
More work for you, more work for us, and less time spent improving your campaigns.
We like talking to you. We’d just prefer the conversation to move beyond “could you send the conversions again?”
6. And finally, the other traffic format we promised: pre-rolls.
Yes, video ads before the main content. A format worth testing alongside popunders, with the potential to perform just as well or even better for the right offer and audience.
And yes, pre-rolls are coming to Trafficshop soon. 👀
Stay tuned. We’re off to optimize campaigns for our favourite partners. 🧡