iGaming advertisements have carved out a distinct niche in digital marketing over the past decade. Adsterra isn't an exception to this trend. We asked Mikhail Zhukov, one of our most insightful sports enthusiasts and analysts, to divulge the intricacies of a successful iGaming marketing campaign.

Now, let's dive into the critical aspects of targeting and budgeting. You'll discover the settings that can assist you in reaching the most lucrative traffic segments.

Mikhail's comment:
"My role and passion involve showcasing areas of growth and aiding Adsterra partners in reaping a bountiful harvest of deposits. From my experience, I've learned that every marketer requires a detailed plan to kickstart a successful campaign.

Today, I'll unveil a straightforward algorithm for launching strong iGaming marketing campaigns. We'll cover essential fundamentals: ad formats, targeting specifics, budgeting, and even timing. I advise you to register and fine-tune the settings I'll discuss.

iGaming Marketing: Exploring Ad Formats and Creatives

I intentionally began with creatives as they determine the appearance and appeal of ads to users. The choice lies on you, because you are the one that will make a final decision. You might opt for no creatives at all, utilizing Popunder ads, or explore market innovations such as advanced In-Page Push units. Let's examine these options in detail.

Popunder ads


Popunder ads attract the most lucrative traffic, providing a direct road to deliver your message: users are directed straight to your ad page from a publisher's website.

The estimated daily volume of iGaming traffic will be:
  • North America — 67M+
  • South America — 98M+
  • Europe — 180M+
  • Africa — 52M+
  • Middle East — 57M+
  • Asia — 316M+

Prime GEO's for Popunder iGaming Traffic

Now, which GEO's are the best for iGaming ads? I'll list those that have consistently yielded the highest ROI for more than a year. Enclosed in brackets, I've included the two-letter code for each GEO, simplifying your selection process in your advertiser's account.
  • The USA (US)
  • Germany (DE)
  • Brazil (BR)
  • Mexico (MX)
  • Italy (IT)
  • Romania (RO)
  • The Philippines (PH)
  • The United Kingdom (GB)
  • France (FR)
  • Spain (ES)
  • Norway (NO)
  • Belgium (BE)
  • Hungary (HU)
  • Argentina (AR)
  • Peru (PE)
  • Colombia (CO)
  • Viet Nam (VN)
  • Thailand (TH)
Not all of these regions belong to the classic Tier-1 countries. Some fall under Tier-2 and Tier-3, offering the chance to acquire a lot of traffic at lower costs. Keep in mind that during major events and matches, bidding prices may increase due to intense competition, even within Tiers 2–3.

Utilizing Popunders in iGaming Advertising

Popunders enable you to present users with a landing page featuring your offer instantly. You direct all your traffic straight to the landing page without any intermediaries in the flow.

If you're the one dealing with creating a landing page, I have a few practical ideas to share with you.

Let's address the primary concern: do you require a landing page, or is it sufficient to direct all your traffic to the registration form? Answering that from my experience launching many campaigns, I can assure you that employing a landing page, and even a pre-lander, is the most crucial tactic.

For advertisers, a landing page serves an option to filter out casual visitors and engage the target audience more effectively. Meanwhile, affiliates can significantly enhance their traffic conversion rates with a high-quality landing page compared to a simple registration page. While there may be exceptions to this strategy, it generally proves to work.

What should you add into your landing page?

We won't dive into the framework of a unique selling point or list the primary components of the landing page. However, it's essential to understand that your offer must be exceptionally specific and present a compelling offering:
  • Bookmaker bonuses (ok, but there is room for improvement)
  • Bookmaker bonuses + event details + personalization (good but could improve it further)
  • Bookmaker bonuses + event details + personalization + bookmaker odds on key outcomes (perfect!)
Some other crucial elements of a landing page:
  • Licenses: It's important to prominently display all relevant licenses and certificates to establish trust as a legitimate online gaming platform.
  • Contacts: Promptly address player inquiries to speed up deposits by reassuring them of responsive support.
  • Testimonials: Genuine testimonials offer more credibility than mere assertions, enhancing user trust.
  • Event Triggers: Implement popups or notifications that activate when a user is on the stage of leaving the page without registering, encouraging engagement.
Unique Social Bar ad format

Now, let's move our focus to another noteworthy and unique advertising format — the Social Bar.

What makes the Social Bar stand out? Firstly, it represents the most refined iteration of In-Page Push, generating up to 10 billion monthly impressions. Secondly, its creatives can be tailored to align seamlessly with your iGaming digital marketing campaign. Ability to test up to 15 creatives.

Let's delve a bit deeper into the realm of creatives.

The Impact of Visuals in iGaming Advertisements

Previously, we learned that Popunders don't need extra creatives aside from prelanders. However, for In-Page Push and Social Bar formats, mastering captivating visuals is crucial to motivating players to click and visit your landing page. How can you achieve this?

Skins, Designs, and Elements

The Social Bar elevates your iGaming marketing endeavors by offering over 20 templates that you can customize to align perfectly with your offer. It includes four types of creatives:
  • In-Page Push
  • Icon notifications
  • Custom widgets
  • Interstitials

Ad elements

  • An image of 192×192 pixels, 340×180 pixels, or 600×400 pixels with a maximum size of 350 Kb is required. For certain templates, an icon is also necessary, particularly beneficial in iGaming app advertising.
  • The text section should consist of a 30-character header and a description of up to 60 characters.
I recommend exploring the entire set of skins and ad types rather than focusing on just one. Let's examine some of them now.

Most frequently used ad templates

I encourage you to try and test as many creatives as you can. For each scenario, there exists a winning one. However, a guide wouldn't be complete without some hacks. So, here they are: templates that consistently yield the highest conversion rates when utilized to promote iGaming offers.

In-Page Push templates

  • Skin type: Social → Style: All styles
  • Skin type: Custom → Style: Compact

Icon notifications

  • Skin type: Simple Bubble → Style: all styles

Custom widgets

  • Skin type: Classic Widget → Style: Big


  • Skin type: Big Banner → Style: all styles
  • Skin type: Vignette → Style: Double button, Classic Vignette
  • Skin type: System Box → Style: all styles

Well, should you ignore other templates? Absolutely not. Our partner affiliates typically experiment with numerous options to ultimately determine the top converters. And occasionally, the winner can occure where you wouldn't expect them to.

Interstitials are ideal for highlighting special offers and bonuses. In a recent case study published in our blog, the advertiser included a bonus directly into the ad message and received significant profits!


Even when it appears that a creative will dominate the entire campaign, relying solely on your opinion is not advisable. This brings us to the A/B testing phase.

A/B testing part

Analytics forms the cornerstone of success for your iGaming marketing campaign. By testing up to 15 creatives, you can assess which ones perform better, identify areas with higher CTRs, and determine which message or bonus resonates with users.

We provide the ##BANNER_ID### placeholder, enabling you to track the effectiveness of each creative, identify the top performers, and leverage their potential to reduce conversion costs. For further details on conversion tracking and Adsterra placeholders, please refer to our S2S postback setup basics.


Adsterra advertisers have an exclusive opportunity to integrate interactive custom creatives into their campaigns. Even if you manage a self-serve account, you can still request a tailored design via live chat. However, it's essential to make a balanced decision. If you're an affiliate promoting an iGaming or Sports offer with an average payout, investing in customization may not be justified.

When conceptualizing a customized creative or seeking assistance from Adsterra, consider the most effective methods for engaging users. One such approach is through a choice game, where users are prompted to make a decision before arriving at your landing page.

For one of our partners, we crafted a banner presenting a choice between two types of rewards for new players: a bonus or free spins. While I can't reveal the original creative, here's the concept:


Customization is indeed a potent tool, but it's important to remember that simplicity often leads to success. My strategy always involves beginning with basic templates, which frequently rank highest in terms of CTR.

Targets and limits

Now we're jumping into the heart of the matter — the campaign targeting. When initiating a digital iGaming marketing campaign, it's crucial to adhere to the fundamental principle: divide et impera, or divide and conquer — that is, allocate the budget wisely to yield returns.

I always advise my advertisers to be mindful of their daily budget limits. A budget of $100 ensures a robust start, and to safeguard your funds, you can also set an hourly spending limit of $4.16.


Now that we've established the hourly limits, let's determine the frequency—essentially, how often a user can view your ad. At Adsterra, we suggest opting for frequencies such as 2/24, 1/18, or 1/12. This provides users with a second opportunity to encounter your campaign and visit a landing page.


My colleagues have published many guides with advices for the use of the Traffic Estimator to select the optimal bid for a test campaign. It's undeniably a valuable tool. However, today, we're addressing a highly competitive niche with frequent spikes in competition. Therefore, my recommendation is to consult the Estimator and slightly surpass the system's average suggestions.

By outbidding your competitors slightly, you position yourself to capture the most engaged audience.

A word of caution: doubling or tripling the bid from the outset is ill-advised, as you cannot predict how the traffic will respond to the initial offer.


A brief reminder: It's not advisable to double or triple the bid at the onset, as the reaction of the traffic to the initial offer remains uncertain.
Smart CPM bidding feature

When dealing with large CPM traffic volumes, manual adjustments to payouts can be hard and time-consuming. In this scenario, I recommend exploring Smart CPM bidding. This tool operates on a second-price auction basis. You establish your CPM cap, indicating the maximum cost you're willing to pay for 1,000 impressions.

Subsequently, the algorithm actively seeks out the best traffic available, strategically bidding to secure wins in auctions.
What's noteworthy is that there's no need for continual bid refreshing. Typically, the algorithm secures wins by bidding slightly higher than the next highest bidder, enabling you to acquire traffic at an optimal price point.


Targeting with time range

This strategy enables you to focus on the most engaged and pertinent users during the height of their activity. Determining peak activity can be accomplished by analyzing Adsterra statistics based on time breakdowns.


After analyzing a considerable number of campaigns, we've identified the time range between 8 am and 11 pm as peak activity periods. While these intervals aren't universally unique, they are highly actionable. However, it's important to note that on weekends, activity peaks may shift to nighttime (although this isn't always the case).

Once you've conducted a campaign using these established time ranges, you'll gather more insights to fine-tune your time targeting. At times, you may even opt to disable certain time ranges.

As an illustration, consider the results of a sports campaign in Brazil depicted in the graphs below: user activity is notably low during nighttime hours. Consequently, we can confidently exclude nighttime hours from our campaign.


By the way, please note that the Adsterra platform operates on the GMT+0 time zone. To prevent errors, utilize the hour converter accordingly.

Distribution of Traffic

I bring up this setting because it's incredibly beneficial, particularly during the initial launch phase. It evenly distributes traffic over a 24-hour period.

Even if you've set an hourly budget limit, there's still a risk that most of the traffic will flood in during the first few hours of the launch—usually not ideal. However, with distributed traffic, you can rest assured that users will encounter ads consistently throughout the day.

As illustrated in the graph below, a campaign with hourly limits typically exhausts most of its traffic within the first 20–30 minutes.


Enabling uniform traffic distribution yields the following outcome:


Utilizing the Traffic Distribution setting was among the tactics employed during the optimization of a campaign for our partner seeking entry into the Romanian market. Explore the case study published in our blog detailing a twofold increase in deposits to uncover additional strategies that contributed to a profit surge from $5,700 to $11,000.

You can apply for the Traffic Distribution setting only with Popunder CPM campaigns, and only through the manager.

CPA vs. CPM in iGaming digital marketing

Which pricing model should you opt for when running iGaming ads? It's not about determining which pricing model is superior but rather which strategy is more feasible. I strongly recommend commencing with CPM. This approach ensures you attain substantial traffic volumes, which are crucial for a test campaign. While you may pay less, you'll gain access to a broad spectrum of relevant traffic sources. One of our partner's case studies, titled "$4,000 Profit With CPM Traffic," underscores this assertion.

Choosing CPA initially carries higher risks since you're uncertain about how the traffic will respond. If users take a significant amount of time to make deposits or encounter postback issues, you may start losing volumes due to the campaign's perceived "inefficiency."

However, there are two instances where CPA proves to be the optimal choice:
  • When targeting swift and straightforward conversions such as opt-ins, app installs, and signups.
  • When purchasing CPM or CPC traffic but optimizing it for conversions (CPA Goal).

CPA Goal feature optimization

The most cost-effective traffic, CPM and CPC, can be refined for conversions using the CPA Goal tool. How does it operate? You activate intelligent rules to disassociate ad placements that overspend or generate minimal conversions. CPA Goal systematically monitors all traffic sources, retaining only those that align with your KPIs.


Whitelisting, blacklisting, and RON

Every campaign strategy combines elements of both art and skill: the art of analysis and the skill of effective communication with your manager or support team.

When launching your test campaign, you typically have two options. One approach is to initiate a RON campaign, where you advertise across all available traffic sources and later analyze performance to identify the most effective placements.

Alternatively, you can pursue a whitelist campaign, where your ads run exclusively on a preselected set of traffic sources characterized by higher bids and intense competition.

RON campaigns

What about RON then? Clearly, it enables you to sift through vast volumes of traffic and identify the most effective targeting segments. Over time, you'll develop your own unique whitelist. While this strategy requires time and patience, it's certainly worth considering. I would recommend this approach for those exploring new ad networks or entering new geographical markets.

Whitelists or allowlists

How about utilizing a pre-made whitelist, which you can always request from your manager? I recommend this approach for seasoned professionals who have been running iGaming marketing campaigns with Adsterra for a while. The targets on the whitelist will be highly competitive, so be prepared to increase your bid accordingly.

After your test campaign concludes, you can also request a blacklist. Blacklists eliminate underperforming traffic sources, but you'll still receive ad views from numerous placements that drive leads and conversions.

Once more, I advise waiting until the end of the test campaign before discontinuing any traffic sources.

Custom bidding

Having covered whitelists and blacklists, let's explore the next setting: Custom Bidding. Adsterra's Custom Bid feature is a useful tool that enables you to adjust the volume of traffic you purchase from a specific source within a single campaign.

For instance, let's say placement 12312312 consistently delivers 10 conversions per day—a solid performance. You decide you want to increase the traffic from this source without raising the initial payout, which applies to all placements. In this scenario, you can navigate to the campaign settings, locate the Custom Bid option, and input the placement ID alongside the adjusted bid.


Custom bidding stands as a proven method for boosting traffic without the need to create new campaigns for the same traffic source.

That wraps up the hardware component of your winning algorithm. We've determined the suitable ad formats for our vertical, delved into targeting settings and budgeting, and checked off the "campaign strategy." Congratulations, we've covered 90% of the success algorithm. Now, where do we find the remaining 10 percent?

How to Enhance Your iGaming Marketing

Last but certainly not least are the specifics of the vertical. Sports and certain gaming activities are steeped in emotion and excitement. They embody history in the making, with competition reaching a fever pitch. All this energy culminates on the event's date.

To yield significant results, it's essential to identify key events that can amplify your campaign's success. It's worthwhile to closely monitor these events, with experienced affiliates even adjusting creatives to highlight the most anticipated happenings.

Now, where can you discover these events? It depends on the platform you're acquiring traffic from. For example, at Adsterra, we provide an annual sports calendar featuring matches, tournaments, and fights. These events promise to deliver a plethora of high-quality leads and conversions from our publishers.


Approximately two weeks prior to the event, craft your promotion emphasizing the benefits and odds. Three or four days before the event, elevate your bid to outpace your competitors and attract as much targeted traffic as possible. Additionally, upload new creatives and refresh the prelander. If you're overseeing a landing page, ensure to update it with enticing new bonuses.

If you're uncertain about which events will generate significant buzz, utilize your interpersonal skills. Reach out to Adsterra managers and request a list of the most promising events.


These were the fundamentals of executing a prosperous iGaming advertising campaign. Adsterra has proven to be a reliable source of distinctive traffic from entertainment, sports-related websites, and streaming platforms. Our managers are adept at tailoring settings to precisely match any traffic segment you require.