How to promote iGaming offers in Southeast Asia?

We (TrafficStars) promoted a well-known iGaming offer in Malaysia and Singapore. This is a trusted brand endorsed by celebrities. Since most users have already encountered this brand, the level of trust is higher, and with it the percentage of conversions. Fame and trust in the brand increase the conversion to registration and, ultimately, to the deposit.

Moreover, the product has several significant benefits for players, like a bonus, low minimum deposit, a large selection of games, adapting websites for mobile devices, mobile apps for iOS and Android, etc. The high-quality product also greatly affects the conversion rate.

The casino payouts for the first-time deposit are the following:

Malaysia - $15
Singapore - $25

Launching ads​

We targeted mobile banners in 300x250 and 300x100 sizes, as they bring over 90% of all traffic. Also, we excluded proxy traffic to exclude non-residents.

There are 3 ad campaigns for each GEO:

• RON traffic
• xHamster
• Prime

Separating ad campaigns by audience type allows you to control your campaign more precisely. This lets you clearly understand what brings more conversions, CTR, and effective bids.

Pricing model - recommended CPM.

Optimization​

Right away upon launching the campaigns, we added the Optimizer.

The following rules were set:

This one blocks spots with too low CTR.



This rule increases a bid by 10%, if there is at least 1 lead and eCPA is less than 1.5 (lead cost).



And vice versa – if the eCPA is higher than 1.5, then decrease the bid.




The following rule blocks ad spots without registrations for 30 days. 6 is the lead cost multiplied by 4.




And the last rule blocks spots without deposits.



60 is the payout per FTD (first-time deposit) multiplied by 4. Accordingly, for Singaporean campaigns, this value is 100, and 10 for leads.

The Optimizer saved much time on blacklisting, bid optimization, and blocking ineffective ad creatives. So you just need to occasionally check that the campaigns are working smoothly and refresh ad creatives periodically.

Creative approaches​

We have tested dozens of ad creatives and several pre-landings, for example:

• Live casino, slots, and poker games.
• Welcome bonuses.
• Limited-time free bets.
• “Spin the Wheel” promotions.
• Tournaments.
• Promo of casino features: VIP program, cryptocurrency payments, safety, etc.
• Success stories of Jackpot winners.

Approaches with tournaments and showing the gaming platform benefits (safety, fast payouts) have shown the best results in Singapore. While success stories have shown the best performance in Malaysia. The average CTR was 0.11%. The highest CTR - 0.9%

Outcome​

Period: 17 September 2022 – 17 February 2023
Spent: $15857
Net profit: $6408
ROI: 40.4%

Here are the stats for the 3 months:





A few notes:

• As you can see, the Singaporean ad campaigns generated more revenue through higher payouts ($15 vs $25).
• There is no correlation between audience type and ROI: RON as well as Prime can be profitable.
• This statistic also shows that both banner sizes can perform well.

This all proves that any offer needs to be tested. It is impossible to predict exactly what will bring more profit.

In fact, banner ads work great for iGaming promotion. Low CPM coupled with animated images brings good results.

Try it yourself! Launch ads in TrafficStars