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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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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:

  • 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.

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Springbok Casino’s Wild November Feature ‘Backyard Gangsters’ Offers 25 Free Spins on new Clue Chronicles: Mirror Mansion slot

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Unravel the murder mystery and get 25 Free Spins on Clue Chronicles: Mirror Mansion, a feature-packed slot!

Springbok Casino’s November feature article introduces the “Backyard Gangsters” a playful look at the diverse animals that inhabit our gardens, highlighting their unique roles in maintaining ecological balance.

“Our backyards are teeming with life, and it’s fascinating to see how these cheeky animals each play a vital role in the ecosystem. From flashy sunbirds to silent assassin geckos, these creatures are portrayed as the true rulers of our garden turf, each contributing to the garden’s dynamic.” — Daniel Van Wyke, Springbok Casino Manager.

To celebrate these gang of wild characters, the leading South African online casino is offering all depositing players 25 free spins on the new RTG slot, Clue Chronicles: Mirror Mansion, until November 30th.

CLUE CHRONICLES: MIRROR MANSION25 FREE SPINS
Available to all players until November 30, 2024

25 Free Spins for ‘Clue Chronicles: Mirror Mansion’
Coupon Code: BACKYARD

Clue Chronicles: Mirror Mansion is a new high-stakes murder mystery slot with a Reel Copy feature and a choice of up to four modes for its Free Games bonus round. When matching symbols stack on the first reel, the Reel Copy feature is triggered, mirroring the stacked symbols on up to four more reels, increasing chances of a killer payout!

BACKYARD GANGSTERS: THE SECRET RULERS OF YOUR GARDEN TURF

Tiny Titans: The Insect Underbosses maintain order in the garden with their clever strategies and ruthless efficiency. For instance, the “Bees: the Buzzing Businessmen” and the “Butterflies: the Glamorous Gangsters” ensure that plants and flowers are pollinated, keeping the garden lush and vibrant.

Feathered Mobsters: Birds that Rule the Backyard Skies are always on the hunt for territory and food to snatch. The vigilant Hadeda Ibis doesn’t just feast on worms and insects; its incessant squawking serves as a warning to any trespassers in its domain.

The Night Watchers: Nocturnal Gangsters features stealthy bushbabies expertly bouncing between trees, raiding your fruit with finesse, while owls silently stalk the night, watching and waiting for rodents and insects from their perches.

You’ll also find the diligent clean-up crew of ants and dung beetles, the undercover enforcers like ladybugs and assassin bugs, and the camouflaged tricksters such as snails and slugs!

Springbok Casino provides customer service in English and Afrikaans, offering hundreds of slots and table games from Spin Logic, all played in rands. Games are playable on mobile devices or on your desktop as download, instant.

 

 

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Latest News

Play’n GO celebrates multiple win at 5 Star Media Awards

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Play’n GO, the world’s leading casino entertainment provider, is today celebrating a five-award sweep in the coveted 5 Star Media Awards of 2024.  

The legendary games studio nabbed a second consecutive Slot Supplier of the Year award, as well as being named the RNG Casino Supplier of the Year. The company also secured three of 5 Star Media’s “Top 20” Awards for co-founder and CMO Ebba Arnred, Director of Business Development Stuart Trigwell, and Head of Brand and Communication, Andrew Pink. 

Play’n GO has enjoyed a landmark 2024, breaking new ground by entering the South African market, as well as expanding its US presence into what is now five states. 

Ebba Arnred, Co-Founder and Chief Marketing Officer at Play’n GO, commented “We’re always very pleased to have our work recognised at the various awards throughout the year, but to win five in one fell swoop is almost unprecedented. It’s very special to be awarded Slot Supplier of the Year for a second year in a row, and RNG Casino Supplier of the Year is another well-received feather in our cap. We would like to thank 5 Star Media and the entire judging panel, as well as our entire team here at Play’n GO, without whom these award wins simply wouldn’t happen. On a personal level, I’d also like to express gratitude for the individual recognition of a 5 Star “Top 20” Award.” 

Stuart Trigwell, Director of Business Development at Play’n GO, added “I’d like to express a sincere thank you to 5 Star Media for being recognised in their “Top 20” Awards. We do our work not for individual accolades but for the success of the entire business, so it’s great to see Play’n GO so well represented across the board.” 

Andrew Pink, Head of Brand and Communication at Play’n GO, said “Play’n GO’s driving ambition is to be the best entertainment supplier there is. Aside from producing some of the most played games and best loved characters in the world, that ambition is often realised by things largely unseen by those outside the company. It’s extremely gratifying for everyone at Play’n GO to be recognised as Slot Supplier of the Year. Next year may just be our biggest and best yet.” 

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eSports

Procedure to be followed by school clubs affiliating for the 2025 season

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Mind Sports South Africa (MSSA), founded in 1984, is the national federation for Board games, Card games, Esports, and Wargames.

MSSA promotes all  the different disciplines equally, although each school may pick-and-choose which discipline it wishes to promote at its school. Some schools will promote the whole gambit, while others will concentrate on only one discipline, and/or even just concentrate on one specific title.

The choice is ultimately up to the school.

The various games offer unique opportunities to many South African learners. Many learners have been able to earn Regional, Provincial, and National Colours which have allowed them to earn bursaries and obtain first-class educations.

MSSA has sent teams with full Protea Colours to international events since 1991 for wargames, 1996 for Morabaraba, 1997 for Checkers, and 2005 for Esports. Many members of the national teams have been scholars, and all have benefited from their involvement in the national Protea Team. 
With the above in mind the MSSA has streamlined the process for schools to affiliate to the MSSA.
 

There is still the option open for a school to start a full-blown sub-club on its premises, but bearing in mind the tight regulatory conditions under which accredited schools have to operate in the Republic, the MSSA no longer deems it necessary for a school to start a sub-club.

As long as the school club has the approval of the school, and has an Educator-in-Charge, a school may affiliate by merely completing the Application for Affiliation Form and submitting such to MSSA.

In order to affiliate, the completed Application for affiliation Form must be submitted to the MSSA.
 
Once the Board has approved a school’s affiliation, the school then needs to complete the Google Registration Page allocated to the school for the players and make payment.
 
All school members may participate in all events for which it qualifies. Such events include meetings, championships, courses, and so forth. 

Advantages of having a MSSA affiliated club: 
There are many advantages of having a MSSA affiliated club, such as:

  1. Being part of a community where your club has a real say in how things are done
  2. Being able to apply for National Lottery Funding – MSSA member clubs can apply for up to R800,000.00 in funding
  3. Being able to get assistance from your local government
  4. Experience increased media exposure of your events and your gamers
  5. Become part of the international community through the MSSA Registered players are able to become internationally recognised umpires, etc.
  6. Enable your gamers to take part in MSSA events, which may qualify them for Regional, Provincial, and National colours, overseas trips, and even sports bursaries at university.
MSSA’s Constitution
The Constitution forms the foundation of the MSSA. It guarantees members rights and governs the way that the MSSA operates. It can only be amended by a two-thirds majority at a Council Meeting. Please remember that Associations only have two (2) votes each, whereas member clubs have a representational vote, being:
  • Private clubs: one vote per every five registered players, and
  • School clubs: one vote per every ten registered players.

MSSA’s General Regulations   
The General Regulations comprises of decisions made by both Council and Executive Committee Meetings. The General Regulations deals with how sub-committees operate as well as to how teams are selected and development funding is distributed.   Please refer to Schedule 10.12 in regard to the rights of clubs in hosting events.

MSSA’s Discipline Specific Regulations   

The Discipline Specific Regulations deal with rules concerning the different disciplines. The Disciplines that the MSSA caters for are; Board Gaming, Card gaming, Esports, and Figure Gaming.

Application for Affiliation form   
When a club applies for membership, the applicant club must complete such form and return the same to the MSSA.
Fee note for 2025
The fee note details the Affiliation Fees and Registration fees that are payable.

Player Registration Form   

The Player Registration Form needs to be completed by every player that is a member of a club and intends to participate in MSSA affairs.

MSSA’s Letter of Undertaking   
The Letter of Undertaking is for all registered players who sit on any MSSA committee.

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