Understanding the Impact of Invalid Traffic: How Online Betting Companies Can Protect Their Ads and Drive ROI – European Gaming Industry News





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We are honored to publish this byline by Richard Metcalf, Director of Business Development EMEA, TrafficGuard. Make sure to let us know your comments below the article.
The global pandemic has undoubtedly caused a massive increase in the number of active users that gamble regularly. A global statistic from Casino.org suggests that almost 26% of the world’s population gamble, and the global gambling market is expected to grow from $76.79 billion to an impressive $127.45 billion by 2025, according to Research and Markets.
Betting companies are having to distinguish themselves in such a highly competitive and evolving market by investing in digital campaigns and using premium ad networks. However, many of these channels may not be properly equipped to deal with invalid traffic and ad fraud, and as a result, could be losing large amounts of money every day to fraudsters.
The level of financial and competitor growth within the industry has created a strong attraction from fraudsters, and gambling companies can fall prey with little to no knowledge this is even occurring. And, with the betting industry only saturating further, companies cannot afford to suffer from low ROI and poor campaign performance.
 
Understanding the Risk of Ad Fraud
The risks associated with virtual gambling are unfortunately heightened with such lucrative rewards on offer and many betting companies deploy protection to help minimise the risk of fraudulent transactions or unethical behaviour. However, there is a real lack of awareness around ad fraud within gambling, and many companies don’t realise the level of impact it’s having on them.
Ad fraud is any traffic that is maliciously created and used to target companies’ advertising budgets, and is a subset of invalid traffic, meaning any advertising engagement that is outside of the target of an advertising campaign.
Here are just some of the ways ad fraud is threatening your ad campaign:
In reality, the result of ad fraud is inaccurate advertising results and wasted budget. One globally-renowned online betting company that was running a Google Ads campaign found that 23% of its clicks were invalidated, which equated to 28% of its advertising spend.
Without any prior visibility or protection, 71% of the gambling company’s wasted spend was attributed to just one of its campaigns. If the company had the visibility and awareness it truly needed to be able to address the problem, there was an opportunity to save $115,000, a mixture of media spend and potential losses in bonus deposits.
All gambling companies that run Google Ads campaigns are equally as vulnerable as this online betting company, which makes it crucial for marketers operating within this industry to proactively put themselves ahead of fraudsters with increased visibility, accurate analytics, and real-time protection.
 
Protecting and Saving Your Budget
With confidence in your data and analytics, the saving potential for gambling companies is around 10%, 7% higher than that of other verticals. The solution to invalid traffic starts with knowing exactly how it is impacting your business, and how you can combat it. With trustworthy data that analyses every bit of traffic quality, you can easily make a business case to combat bots, browser fraud and misattribution.
With visibility into the scale of the problem, betting companies can then properly evaluate the right solutions and the partner needed to help solve it. Once you’ve identified a partner with the right skills, technology and expertise for you, they can make an immediate impact.
 
Elimination with Prevention
Ad fraud currently dominates many betting companies globally, but a change of hands is within reach. Luckily, stopping invalid traffic doesn’t have to be complex or costly. In fact, the money you save will almost always outweigh your investment into stopping it, ensuring you can focus solely on making new savings.
By combining proactivity with visibility, betting companies can make enormous savings and address invalid traffic with confidence and ease. With many betting companies globally only looking to scale their digital marketing further, now is the time to understand your advertising losses and prevent them to achieve maximum growth and success.
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Understanding the Impact of Invalid Traffic: How Online Betting Companies Can Protect Their Ads and Drive ROI
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The online casino has become an integral part of the UK, with idea of remote wagering/online casinos becoming a popular form of gambling. With the rise of mobile app and 3G, it’s never been easier to sign up to an online casino and claim the free spins no deposit bonus that they offer.
Remember you need to be 18+ to gamble within the UK and please feel free to visit BeGambleAware.org  for information on how to gamble safely.
What is iGaming?
We can define iGaming as any form of wagering done online on a game or an event. iGaming covers sports betting events, online slots and casinos, poker, and eSports.
From 2020 to 2021, the online gambling industry yielded 6.85 billion in Great Britain, whereas in the previous year it yielded 5.79 billion pounds. The UK’s iGaming industry is part of a global network that is worth a staggering $565 billion, according to research firm Technavio.
iGaming hasn’t always been legal in some countries, with gambling in general still banned in countries like the UAE, Singapore, Japan and many more.
The History of iGaming
iGaming has a rich history spanning nearly 30 years. In 1994, Microgaming established the first computer programs for online casinos, and the first iGaming website was developed, which in turn allowed for its presence in the UK. In 1996, the Kahnawake Gaming Commission was established to regulate online gambling all over the world. By the end of the decade, online gaming was beginning to soar, with an estimated revenue of £830 million within in the industry. The UK also launched its first online betting service in 1998 with William Hill.
By 2005, the Gambling Act was created, which allowed casinos in the UK to be advertised and made gambling legal (as long as it was monitored).
Of course, fast forward to 2022, we have big iGaming companies such Intouch Games, William Hill and Mr Green who have paved the way for the rise in online gambling in the UK.
Land Based vs Online Casino
The brick-and-mortar casino brings its own value to the table. With a bustling community of fellow players housed under one roof, a real tangible experience, and the glamourous hospitality of a casino, it’s tough for online gaming to compete with. However, online casinos have made it a point to offer more than just the gaming experience.
As technology improves, so does mobile gaming. With more people having access to smartphones, the shift to mobile gaming seems inevitable. In 2008, Apple launched its App Store and by 2020, a huge £1.5 billion was spent on mobile games by UK consumers. Furthermore, technologies such as HTML5 has made mobile games faster, cleaner, and easier to create for a highly optimized game play.
Online slots have also progressed with its graphics and themes. It’s not just a replica of classic fruit machine slots that cover the pages of online casinos. You’ll find many games with Egyptian, Irish or horror themes for a fun game play, as well as different soundtracks, gameplay, and images.
Specifically with online casinos, bonuses and rewards are one of the key factors to consumers playing online slots. Most online casinos will offer a bonus for signing up or even just playing regularly.
The Future of iGaming
The online gambling market in the United Kingdom is predicted to expand by more than $80 million by 2024. Although there may be obstacles and hurdles to pass, it seems that the iGaming industry will be a booming one.
The growth of cryptocurrency being used for online transaction, or the increase of Augmented and Virtual Reality could shift the paradigm of the iGaming industry. The advancement of technology could mean spending virtual money in a virtual casino.
Now that’s a thought to be left with when thinking about the future of the iGaming industry.
 
 
 
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QTech Games, the number-one games distributor across Asia and all emerging markets, has penned its latest top-tier provider partnership with BETER Live, allowing its platform clients to access another multifaceted live-casino catalogue.
BETER Live is the live-casino brand of next-generation betting content and data provider BETER, whose product verticals also cover fast sports, esports and gaming solutions. The in-demand live-dealer domain continues to go from strength to strength with customers across the planet, and BETER’s innovative and authentic digital table games provide an eloquent case in point.
This product suite includes traditional games such as Blackjack, Roulette and French Roulette (all available in English, Russian and Ukrainian languages for CIS-facing territories), alongside the most popular, one-of-a-kind live-dealer game in Andar Bahar, and another companion classic for India in Teen Patti, recently unveiled as the supplier’s latest release — Bet on Teen Patti. Accordingly, these games now all form part of the progressive portfolio made available to QTech Games, its partners and their culturally-diverse appetites of their myriad players.
Integrating this flourishing production line consolidates QTech Games’ wide range of gaming verticals, providing a definitive one-stop shop, QTech ONE™, which has fast-become the “go-to” solution for worldwide operators. BETER Live’ premium quality content suite, featuring these immersive iterations of classic table games, now sits neatly alongside other cutting-edge live studios, such as Evolution and Ezugi, giving QTech partners and their players an unrivalled choice for live casino.
The agreement organically broadens BETER Live’s strategic scope, targeting worldwide audiences and driving new revenue streams. Company’s products are created with an entertainment-first approach, and are hosted by experienced casino dealers in cutting-edge, cinema-style studios, which also afford operators and their customers the benefits of localised server deployment and a range of corresponding languages.
As the pre-eminent distributor in Asia over the past few years, QTech’s platform offers the most expansive gaming portfolio around, localised for each region, with native mobile apps, powerful reporting and marketing tools, and 24/7 local-language support.
QTech Games CCO, Ulf Norder, said: “It’s another resounding signal for our platform to have integrated more premium content from BETER.
“We’re thrilled about this partnership. They’re a rising-star supplier that offers fast-paced games for fast-growing markets. With their sought-after Andar Bahar and Bet on Teen Patti titles, we’re bound to boost our strong portfolio of partners across untapped territories like India.“Together, we will continue to raise the bar and shape a localised experience for global players. We can’t wait to witness how these games perform across a range of untapped markets which, in some cases, break new ground for BETER Live.”
Dan Gibas, Business Development Manager at BETER, added: “QTech is a natural habitat for our superior live-dealer content. We are widening our reach across some exciting markets and their industry-leading platform provides a flexible gateway to new markets.“BETER Live offers a flexible and deeper live-dealer configuration to gaming operators or white-label providers all over the world. Needless to say, entering into this agreement with QTech Games tracks our key strategy to fully leverage our reach, and we look forward to seeing how fresh audiences embrace our content.”
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After significant growth in the last couple of months, Oddin.gg is further strengthening its position as a trusted advisor in the esports betting landscape by proudly announcing the appointment of Juana Bischoff as Senior Business Development Manager. Juana will be essential in building the end-to-end esports betting ecosystem Oddin.gg has been creating with its extensive network of partners.
Juana has a 12-year successful track record in sales, leading business growth by acquiring and developing global key clients. Before joining Oddin.gg, Juana played a critical role in sales at Bayes Esports. Her entrepreneurial mindset, strategic thinking and commitment to finding the best solutions for clients are expected to accelerate revenue growth while strengthening the relationships with partners of Oddin.gg globally.
 
Juana Bischoff shares: “Collaborating closely with customers is always a key part of a successful relationship and my main approach. Understanding and providing the best solutions to support them in their strategic growth ambitions drives me every day. I’m thrilled to join the Oddin.gg team and contribute to the expansion of its best-in-class esports betting solutions.”
Marek Suchar, Co-Founder and Managing Director adds: “More and more operators and platforms are approaching us to learn more about the esports betting space and how they can benefit from it. Juana will be a valuable member of the team to help further educate the market on esports topics. She will also build strong grassroots and mutually beneficial relationships within the industry for the years to come. We are excited to have her on board.”
To support its rapid growth, Oddin.gg continues to hire passionate and valuable professionals for various roles in sales, IT development, data science and trading.
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