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Covering Your Losses: How to Protect Your Mobile Marketing Campaigns from Fraud

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Covering Your Losses: How to Protect Your Mobile Marketing Campaigns from Fraud

 

Sportsbooks must stay ahead of the curve and be proactive when it comes to managing marketing budgets. Preventing fraudulent traffic can be one of the fastest and simplest ways to drive return on ad spend with greater conversions.

The rise of mobile apps in the sports betting industry has created a lucrative opportunity for operators. It has become easier to target, attract and gain a wider audience with digital campaigns. With that comes increasing competition and companies are having to invest more in the app incentives they’re offering to truly seize the growth opportunity.

The market is expanding and opportunities to generate revenue are growing; revenue for sports betting in the US is expected to exceed $10 billion by 2028. Companies are relying on free bets, boosted odds and attractive promotions to keep a competitive edge. However, these incentives are attracting fraudsters who want to take their share of such a high-value industry.

For sports betting companies running mobile app campaigns, trusting a mobile measurement partner’s (MMP’s) attribution data alone may leave them vulnerable to threats. The anti-fraud tools they deploy, only operate at or after the app install attribution, not the impression or click level, which can skew engagement metrics.

New challenges are surfacing constantly, and sportsbooks must stay on top of methods to protect themselves in the ever-changing competitive market. Examining all areas of revenue leakage, including losses to invalid traffic, is vital in prioritising return-on-ad spend (ROAS) and maintaining genuine audiences.

Proactive Prevention

Research carried out by The Gambling Commission found that 74% of in-play bettors in the UK use a mobile phone to gamble. For the US, the story is similar with the number of sports bettors placing online bets forecast to reach 23.1 million this year according to Statista. The convenience and ease of placing bets through apps is attracting not only more users, but more fraudsters who seek to go unnoticed. Sportsbooks must take control and prevent any further funds from flowing through to fraud.

Ad fraud protection is a central step in streamlining the advertising ecosystem and improving the efficiency of marketing teams’ budgets. Gaining trust and confidence in the data that is being used to scale will help to drive conversions and see crucial return on marketing investment.

Taking the steps to combat fraud will lead to:

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  • Optimised marketing campaigns by using accurate data
  • A newfound level of confidence that clicks are from conversion-ready leads
  • A reduction in time spent on manual volume reconciliation
  • Visibility with advertising partners and stakeholders

Taking Back Budget Control

From the NHL Stanley Cup Final in the US to Horse Racing in the UK, sports betting is rife across the globe. Opportunities to maximise ROAS and gain wider audiences are huge, but both visible and hidden vulnerabilities are holding companies back from unlocking true results.

Sportsbooks diversifying their operations to keep up with the world of mobile apps should be building a strong defence against fraud if they want to maintain a competitive edge. It’s time to unlock previously lost budgets and convert them into genuine customers and advertising spend that counts.

By: Richard Metcalf, Global VP, Sports Betting & Online Gaming, TrafficGuard

Richard Metcalf is the Global VP, Sports Betting & Online Gaming, at TrafficGuard, an international platform provider for detecting, mitigating and reporting on digital ad fraud. With over twenty years of experience in Sales and Business Development in the digital industry, Richard strives to achieve the highest level of results for the team. He has represented brands as their public face, managed entire sales cycle processes and delivered solutions to stakeholders to ensure business growth and develop the teams around him.

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Plaza Hotel & Casino to host Las Vegas’ inaugural “Wing Bowl®” with first qualifying “Wing Off” event on July 4 at 6 p.m. at Carousel Bar

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The Plaza Hotel & Casino is bringing to Las Vegas the iconic “Wing Bowl,” the premier chicken wing-eating competition that was founded in Philadelphia in 1993. The main event, Wing Bowl 2026®, will take place on Feb. 7, 2026, and the first qualifying “Wing Off” event will take place at Carousel Bar at 6 p.m. on Friday, July 4, and it is free to the public to attend.

The first and second place eaters in the July 4 qualifying event will move on to the February contest. The Plaza will also award $1,000 to the person who eats the most Buffalo wings in 10 minutes on July 4.  The July 4th qualifying event is one of several that will be held in Las Vegas and Philadelphia in the coming months to compete in the Feb. 7 event at the Plaza.

The main event on Feb. 7 will host a live audience of hundreds of attendees in the Plaza showroom and reach an even wider audience through online broadcasting. With a $5,000 cash prize at stake, 20 competitors will battle it out in three rounds of intense wing-eating action. This competition will feature both amateur and competitive eaters.

The February event will also feature the Wingettes, the cheerleaders of Wing Bowl who escort contestants on stage and bring energy, glamour, and charisma to the event. They will be selected through an exclusive online and live audition process later this year.

William Hill Sportsbook is a partner sponsor of Wing Bowl, and additional sponsorship opportunities are available by contacting

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From Start to Top-3: Media Buying Agency Gipsy’s Journey in the N1 Puzzle Promo

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From Start to Top-3: Media Buying Agency Gipsy’s Journey in the N1 Puzzle Promo

 

N1 Puzzle Promo is a unique campaign on the iGaming market from N1 Partners for partners that runs until the end of 2025. Their slogan – “Why drive when you can fly?”, points to the grand prize. What exactly can you win? Keep reading to find out.

N1 Partners, one of the top affiliate programs with Tier-1 brands, is running the N1 Puzzle Promo. Registered partners run traffic – PPC and ASO, SEO traffic, Facebook, and other channels –  and earn puzzle pieces. The more pieces you collect – the better chance to win the main prize… a HELICOPTER!

Everyone has a shot at victory. Let’s meet Media Buying Agency Gipsy, now in the top-3 of the N1 Puzzle Promo.

Partnership Background

Media Buying Agency Gipsy and the N1 Partners affiliate program have worked together for many years. Over time they have built smooth processes, strong relationships, and solid analytics.

Ariadna, CBDO of Gipsy MBA, says: “It feels like we’ve worked together forever, but we started handling large volumes only last year.”

Formula for Growth

Traffic from Gipsy to N1 Partners’ products grew very hard the past year. This rise comes from high-converting offers in Tier-1 GEOs and attractive CPA terms. Partners also get access to analytics and consulting from the program.

Ariadna, CBDO Gipsy MBA: “We use quality approaches and track analytics regularly. Fast communication with our affiliate manager also helps a lot.”

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N1 Puzzle Promo: Experience and Top Products to Scale

Gipsy works with PPC, FB & UAC traffic. All these sources count in the N1 Puzzle Promo:

  • PPC & ASO – 1 puzzle piece for every 40 FTD
  • FB & other* – 1 puzzle piece for every 100 FTD

*Social media, SMS, Email, UAC, In-app

Ariadna, CBDO Gipsy MBA: “We joined the N1 Puzzle Promo in April, almost from the very start. The prizes inspire us, especially the helicopter. We didn’t change our traffic sources—we just scaled up and tested new sources and GEOs. Over time we tried every product; now we focus on N1bet, Jet4bet, Slotlords, Slotmafia, and Retrobet.”

Today Gipsy MBA is in the top 3 by puzzle pieces, and the team is determined: “Seeing the volumes we run to N1 Partners, we hope to stay in the TOP and grab some prizes. We already hold a top-3 spot for puzzle pieces, so we aim to keep growing,” – commented Ariadna, CBDO Gipsy MBA. 

If they win, the Gipsy MBA team plans to fly their Robinson R22 Beta II to Australia to chase seagulls. Where will you fly?

Join the N1 Puzzle Promo!

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FIRST and Genius Sports Extend Landmark Data Partnership, Powering Continued Growth

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Industry leaders agree new extension to data and streaming partnership that will see FIRST – Best in Sports turbo-charge global growth and boost annual revenues for Genius Sports

 FIRST Best in Sports, the Tier 1 provider of sports betting solutions, and Genius Sports, the leading sports data and technology company, today announce that they have extended their landmark partnership that will see Genius Sports continue to deliver its industry-leading betting data and streaming technology to FIRST Best in Sports.

As part of the new agreement, FIRST – Best in Sports will distribute Genius Sports data and streaming content to its expanded B2B network and grow the data company’s volume, reach and annual revenues in a major way as it brings partners onstream in Latin America, with Brazil as a major focus.

  • FIRST’s growth in Brazil and leading position as a LATAM-focused sportsbook solution will be further enhanced by Genius’s focus in South America.
  • This includes coverage of Brazil’s Serie A, Serie B, Campeonato Paulista, Mexico’s Liga MX and the Primera Ligas in Uruguay, Ecuador, Bolivia, Argentina, Chile, Colombia and Paraguay.

The deal extension is part of a comprehensive agreement between two companies that are setting industry standards for the speed, accuracy and depth of their online sports betting offerings. The new partnership also sees FIRST become the official betting partner of Genius Sports, with the group set to recommend FIRST – Best in Sports to operators seeking fully-managed sports betting solutions.

Tom Light, CEO of FIRST Best in Sports, commented: “We have been working with Genius Sports for many years, and I am delighted to be extending and deepening our relationship with such an industry leader. FIRST – Best in Sports and Genius Sports represent the gold standard in their respective fields and the new agreement will enable us to continue growing revenues for Genius Sports as we launch new partners and expand our network. We look forward to providing the most complete and data-rich solution to sports betting operators in the world’s fastest-growing markets.”

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