Latest News
Moloco Research Reveals Untapped Potential in Mobile Gaming App Marketing

Moloco, a leader in operational machine learning (ML) and performance advertising, announced the results of a new research study, Beyond Borders: Mobile Gaming Insights for Global which shows that mobile gaming app marketers are overly focused on a limited number of countries. The research suggests that mobile gaming app marketers around the world may be missing out on hidden opportunities in additional countries that would accelerate user acquisition (UA), tap into high-value users, and drive significant growth.
“This research intends to inspire marketers to think outside of their comfort zone. The hyperconcentration of advertising spend in a few countries creates a huge opportunity to uncover high-value users in new global markets that can be unlocked through targeted user acquisition strategies. Perhaps there is some bias that is creating a self-fulfilling prophecy as marketers focus their spend too narrowly. The key learning from this research is that marketers may be missing out on opportunities to capture users of value and that constant experimentation of new audiences is essential as global markets evolve,” said Tom Shadbolt, Senior Insights Manager, Moloco.
The study revealed that:
• 71% of mobile gaming app marketing spend is highly concentrated in 10 countries. In addition, around 40% of spend is directed towards ads in the US alone. The UK comes in second with 6% of the total spend, followed by Germany at 5%, and Japan at 4%. For this analysis, Moloco considered marketing spend that is primarily focused on user acquisition efforts related to in-app purchases (IAP).
• US-based mobile gaming app marketers direct 60% of their user acquisition spend to North America (US, Canada, and Mexico). When combining spend in both North America and Europe, that number increases to 82%, which indicates potential opportunity for user acquisition in other regions, particularly Asia Pacific.
• Mobile gaming app marketers in China are leading the way in diversifying global marketing spend and growth. As an export-oriented market that aims to acquire users outside of the home country, China is ahead in terms of diversified global growth. Only 36% of spend is directed at the US, Canada and Mexico with greater relative spend in Europe, Asia Pacific and other global markets.
• High-value users exist beyond geographic boundaries. 70-85% of in-app purchase revenue is driven by the top 10% of payers in each market that was researched. Distribution of payer value is relatively consistent across markets and genres indicating potential for expansion with targeted user acquisition strategies.
• Paid user acquisition can unlock opportunities in new markets. While paid user acquisition is most scalable in countries that receive significant marketing spend such as the US, Japan, and South Korea, there are pockets of opportunity to target high-value users in countries such as Brazil, Greece, Iceland, Netherlands, the United Arab Emirates, and South Africa.
“It’s tempting to focus on large markets because they’re familiar and marketers are used to advertising there. However, there is significant opportunity beyond these traditional markets where the competition is lower and hitting your KPIs can be much more efficient,” said Sarah Yamanouchi, Head of Growth Marketing at Rec Room, the publisher of a popular free online multiplayer game.
Latest News
Confut USA and BetExpo explore the football and iGaming market

Confut USA and BetExpo join forces to provide a unique experience, bringing together speakers and professionals from the global football and iGaming industries in a single event, which will take place on June 11th and 12th, at the Hilton Miami Downtown.
Over the course of two days, participants will have the opportunity to explore topics such as sports betting, market trends, technological innovations and business opportunities.
Arthur Lobo, CEO of Confut, commented on the partnership: “The partnership with BetExpo represents a strategic merger of two industries that go hand in hand: football and iGaming. This move not only expands the diversity of content at the event, but also creates an ecosystem that is conducive to generating business between companies in the betting sector, clubs, leagues and other stakeholders. In addition, it promotes fundamental discussions on regulation, technology integration and best practices in the market.”
In addition, Pedrão Bet, CEO of BetExpo, also stated how positive the union of the two events will be:
“The partnership between BetExpo and Confut represents a strategic union of great impact, combining expertise, innovation and joining two sectors that are rapidly expanding in the global market.”
For brands looking to activate their business in these two markets, Confut USA and BetExpo offer exclusive business opportunities and experiences.
Latest News
Eugene Ravdin from SEOBROTHERS joins the SiGMA Awards Americas jury

Eugene Ravdin, Head of PR at SEOBROTHERS, will join the jury at the upcoming SiGMA Awards Americas, set to take place on April 7, 2025, at Tokio Marine Hall in São Paulo, Brazil.
The SiGMA Awards are among the most prestigious recognitions in the iGaming industry, celebrating excellence in digital innovation, emerging technologies, and the online gaming sector. The awards highlight both individual achievements and collective contributions that drive growth, operational success, and cutting-edge approaches in an increasingly competitive marketplace.
SiGMA Awards Americas will be awarded at the SiGMA Americas Summit. The event will allow industry leaders and peers to honour those who have achieved significant growth and engagement over the past year in the region. Finalists will be recognized in 28 categories. Voting closes on April 1.
The judges include industry experts such as Emilio Takas, Head of SEO at Kingbet Media, and Michelle Dvorak, CEO and Owner of MetroNY, among others.
Canada
Online casino with a Nordic twist enters yet another market as it continues to deploy its ambitious international expansion plans

Winlandia.com, the online casino brand with a distinctly Nordic feel, has made its debut in Canada as it continues to expand its reach into international markets.
Winlandia is celebrating ten years of Nordic excellence and is now available for Canadian players, with its website available in both English and French.
Canadian players will get a real sense of Finnish Sisu when they sign up to Winlandia for the first time with a generous welcome bonus that is up for grabs.
When it comes to depositing, Winlandia has a well-stocked cashier including Visa, Mastercard, MuchBetter, Paysafecard, Payz, AstroPay and of course, Interac.
Players can expect instant deposits and fast withdrawals, so they get their winnings without delay.
The cool Nordic vibes extend to the online casino lobby where players can explore a vast portfolio of more than 9,000 slot, table, instant win, bingo, Slingo, arcade and live dealer titles.
Just some of the providers available include Pragmatic Play, NetEnt, Microgaming, Red Tiger, Play’n GO, Blueprint Gaming, IGT, Scientific Games, Nolimit City and Evolution Gaming.
Winlandia players will be able to benefit from its Personalization Platform that was implemented at the beginning of last year. This means players will get individual game recommendations based on real-time data, a bit like Netflix but for casino games, not movies.
Canadian players can also enjoy some of the most generous promotions in the market, including Daily Picks which sees free spins and other bonuses added to their account each day.
They can also take part in thrilling slot tournaments and go head-to-head with other players and where if they place high on the leaderboard, there are big prizes to be won.
Winlandia is powered by SkillOnNet and has quickly emerged as a top online casino brand in competitive markets such as Finland, Denmark and the UK.
The team behind the site is confident that Canadian players will be drawn to its comprehensive offering and unique Nordic flavour.
Winlandia has extended its collaboration with its premium affiliate partner, Gambling.com, as their exclusive launch partner for the Canadian market. Via their site assets like Gambling.com/ca, players will get an exclusive offer of 100% up to $5,000 + 150 Free spins on Big Bass Bonanza.
Christoffer Grönlund, Head of Acquisitions & PR at Winlandia, said: “Players in Canada can now enjoy an authentic Nordic online casino experience that includes thousands of casino games from the biggest providers offered alongside generous bonuses and promotions.
“Despite being an international brand, localisation is very important to us and that’s why we implemented the payment method Interac to our cashier and ensure we have the most popular game providers for the Canadian market in our game lobby.
“Canada is a big market and one that we are incredibly excited to enter this market together with our Premium Affiliate Partner Gambling.com/ca. We truly believe that their high volume of quality traffic of players will enjoy what we have to offer at Winlandia.”
Gary Connelly, Senior Key Account Manager at Gambling.com Group, added: “I’m excited to welcome Winlandia Casino as they prepare for their Canadian launch.
“With 10 years of Nordic excellence and trust, a standout design, and an impressive portfolio of over 9,000+ games, Winlandia is well-positioned for success in this market. Following strong results in the UK, I look forward to a successful partnership in Canada, where their fresh player base offers great conversion potential.”
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