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Understanding the Impact of Invalid Traffic: How Online Betting Companies Can Protect Their Ads and Drive ROI

Published

3 years ago

August 25, 2022

Reading Time: 3 minutes

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.

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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:

Bots – Bots are programmed to emulate human behaviour and vary in levels of sophistication and can do anything from clicking and viewing ads to watching videos. Promo abuse bots that click on paid search ads and then run scripts to claim free bets or free spins are highly prevalent in online gaming. As these bots ‘convert’, delivering misleading marketing metrics, it means you are likely optimising campaigns using the wrong data and towards winning more bot traffic.
Browser-Related Fraud – For example, location fraud, which involves manipulating users’ location information to match the advertiser’s targeting criterion, and domain spoofing, when bad actors monetise the traffic from low-quality sites by manipulating the domains and making it appear to come from high-quality sources.
Misattribution Fraud – A large volume of clicks on both affiliate and mobile campaigns are faked from a mobile device, even though the user never clicked the ad. If a user with a similar fingerprint then visits the target website and installs the app, the spammer receives credit for the conversion/install and is paid commission.

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.

Latest News

Riddick’s Partners Announced as Main Sponsor of LEGENDS by Fire & Ice

Published

16 minutes ago

June 26, 2025

Zoltan Tundik

Riddick’s Partners Announced as Main Sponsor of LEGENDS by Fire & Ice

Reading Time: < 1 minute

Riddick’s Partners Backs LEGENDS’ Exclusive Takeover of London’s Most Iconic Nightclub, The BOX, on July 1st

The organizers of LEGENDS by Fire & Ice are thrilled to announce Riddick’s Partners as the Main Sponsor of this year’s exclusive iGaming networking event, taking place at London’s most iconic nightlife destination, The BOX Soho, on Tuesday, July 1st.

This partnership brings together two legends of the iGaming industry for an unforgettable night of elite networking, unique entertainment, and high-energy celebration ahead of iGB L!VE 2025. With over 200 iGaming legends and veterans already confirmed on the guest list, LEGENDS by Fire & Ice promises to be the must-attend event of London iGaming Week.

Riddick’s Partners, known for their cutting-edge solutions and influential presence in the gaming sector, will host premium tables right in front of the stage, offering attendees the chance to connect with their team, explore high-value opportunities and have a drink!

“We supported LEGENDS by Fire & Ice because we share the values of a community built on real results and strong partnerships. At Riddick’s Partners, we focus on traffic that drives product growth and connections that truly work.” – Misha, Head of Affiliates at Riddick’s Partners.

“Riddick’s reputation for excellence and innovation mirrors everything we stand for—uniting the industry’s best in an unforgettable experience. We can’t wait to see the connections (and legendary moments!) that unfold during the evening. Welcome to the LEGENDS family!” – Jodie Thind, Co-Organizer

A limited number of private tables are still available for legendary brands looking to host clients or teams.

The post Riddick’s Partners Announced as Main Sponsor of LEGENDS by Fire & Ice appeared first on European Gaming Industry News.

Latest News

Riddick’s Partners Announced as Main Sponsor of LEGENDS by Fire & Ice

Published

1 hour ago

June 26, 2025

Zoltan Tundik

Reading Time: < 1 minute

Riddick’s Partners Backs LEGENDS’ Exclusive Takeover of London’s Most Iconic Nightclub, The BOX, on July 1st

A limited number of private tables are still available for legendary brands looking to host clients or teams.

The post Riddick’s Partners Announced as Main Sponsor of LEGENDS by Fire & Ice appeared first on European Gaming Industry News.

Latest News

ACR POKER LAUNCHES CRASH JOKER, A NEW FAST-PACED, PROGRESSIVE JACKPOT GAME DESIGNED FOR POKER PLAYERS

Published

1 hour ago

June 26, 2025

Zoltan Tundik

Reading Time: 2 minutes

Unlock Crash Joker’s “Vault Break” bonus round for a shot at massive cash prizes

ACR Poker today formally launched Crash Joker, a brand-new progressive jackpot game designed for and by poker players. The launch follows successful beta testing on ACR Poker that has proven popular with players. As the first to introduce this new release from i3Soft, the trusted online poker site is bringing players a fresh, fast-paced gaming experience with a unique poker twist on the popular Crash casino game format.

Players really need to know when to hold ‘em and when to fold ‘em with this exciting addition to ACR Poker’s lineup. Crash Joker is all about timing, with every card dealt bringing players closer to the action, while challenging them to place their bets and watch as their winnings multiply with each card drawn. The tension builds as players must decide whether to cash out before the joker appears or keep going for a bigger multiple of the payout.

Adding to the excitement, players who hit a Four of a Kind or Straight Flush will trigger the explosive “Vault Break“ bonus round, where they compete for a share of the progressive jackpot, now sitting at over $5,000. And thanks to the “spillover effect”, even if players don’t win the big prize, they can still walk away with extra cash just for participating in the bonus round.

Crash Joker is already making waves, with several players enjoying some epic wins. Recent highlights include ACR Stormer UBPOKER turning a $1 bet into $1.5K, along with some jackpot moments like ‘grandof’ turning $1K into an $8.6K+ jackpot and ‘Happyface’ landing a $1K+ jackpot from a $2 bet. Other players jumping in on the action include ACR Stormer bigfishnoshrimp, who nearly hit a $200K win in one epic run. He cashed out for $130, but the multiplier kept climbing, eventually blasting past 7,000x.

“Crash Joker is so much fun! Simple concept, insanely fun execution. The game’s energy is infectious, and I love how every round surprises me,” said ACR Stormer UBPOKER. “Great game to jump into solo or with friends to see if you can strike the same cash out. A must-play for anyone who loves fast-paced, entertaining games that provide a big sweat for a huge multiplier.”

Crash Joker is now available to play exclusively on ACR Poker, with a mobile release soon on the horizon, bringing the fast-paced game to even more players, anytime, anywhere.

For further details on Crash Joker, read the ACR Poker Blog or visit ACRPoker.eu.

The post ACR POKER LAUNCHES CRASH JOKER, A NEW FAST-PACED, PROGRESSIVE JACKPOT GAME DESIGNED FOR POKER PLAYERS appeared first on European Gaming Industry News.